Semrush is the SEO toolkit most agencies reach for first, and for good reason. It covers keyword research, site audits, rank tracking, competitor analysis and, more recently, how often AI assistants like ChatGPT and Gemini mention your brand. The question for a small business isn't whether it's good. It's whether it's worth $139 a month for you, right now.

The short verdict

My score: 8.4/10 (Excellent). If search is how customers find you and you're ready to invest in content, Semrush is the most complete tool you can buy. If you're a solo owner just getting started, set up Google Search Console first and come back when you've outgrown it.

What I like

• Best keyword data around. Search volumes, difficulty, intent and the questions people ask, all in one place.

• See rivals' traffic sources. Enter a competitor's website and see which searches bring them visitors. It's the fastest way to find gaps you can win.

• AI search visibility built in. As more people ask AI assistants for recommendations, knowing whether your brand gets mentioned is becoming as important as rankings.

What I'd watch out for

• Pricey for solo owners. Plans start from $139 a month. That's a real commitment if SEO is one job among fifty.

• Steep learning curve. There are dozens of tools inside. Expect to spend time learning which ones matter for you.

• Strict refund policy. Use the 7-day free trial properly before you commit, because getting money back afterwards isn't easy.

Who it's for

Semrush fits businesses that are serious about Google and AI search: you publish content every month, you have competitors ranking above you, or you manage more than one website. For those businesses, the time it saves on research usually pays for the subscription.

Who should skip it

If you have a simple local business website and no plans to publish regularly, you'll pay for features you never open. Start with the free tools and a well-optimised Google Business Profile instead.

Get the most out of the free trial: connect your own site, run a full audit, research ten keywords you care about and look up your two biggest competitors. If that doesn't show you three things worth doing, it isn't the right fit yet.

The numbers

• Price from: $139/mo

• Free trial: 7 days

• Free plan: Yes, limited

• Best for: SEO-led growth

Prices are checked on Semrush's own pricing page and can change, so confirm the current price before you sign up.

Next steps

Try Semrush free for 7 days, see how it compares with Ahrefs, or see all my SEO picks.