Adobe is moving deeper into the brand visibility and search experience space with a planned acquisition of Semrush Holdings Inc, one of the most recognised names in SEO and online visibility tools. The companies have signed a definitive agreement for an all cash transaction valued at about 1 point 9 billion dollars, with Adobe offering 12 dollars per share.
Boards on both sides have approved the deal, which is expected to close in the first half of 2026, subject to shareholder and regulatory approvals. Semrush has already secured voting support commitments from founders and key stockholders representing more than 75 per cent of its voting power.
Why Semrush matters to Adobe strategy
Semrush brings more than a decade of experience in search engine optimisation and what it calls generative engine optimisation, helping brands remain visible as discovery moves from classic search pages to AI driven interfaces. The company has reported strong enterprise momentum, including 33 per cent year on year growth in annual recurring revenue, with customers such as Amazon, JPMorgan Chase and TikTok.
For Adobe, the acquisition strengthens its Digital Experience business, which already includes Adobe Experience Manager, Adobe Analytics and Adobe Brand Concierge. The goal is to give marketers a unified way to manage visibility across websites, search engines, large language models and a growing set of digital touchpoints.
ADVERTISEMENT
Anil Chakravarthy, president of Adobe Digital Experience, frames the deal as a response to how generative AI is reshaping brand discovery. In his view, brands that fail to treat AI driven visibility as a new growth channel risk losing both relevance and revenue. By bringing Semrush into the portfolio, Adobe aims to unlock GEO as a complementary lever alongside traditional SEO.
How the deal fits into the changing search ecosystem
Traffic from generative AI sources to United States retail sites has risen sharply, with Adobe Analytics data indicating a 1 200 per cent year on year spike in October. That growth underlines why tools that help brands understand and influence their presence across these channels are quickly moving from optional to essential.
Semrush chief executive Bill Wagner says marketers are preparing for a shift in how people discover information and products. With large language models and AI assistants now summarising answers and recommendations, brands need better insight into where and how they appear inside these new surfaces.
In theory, the combination of Adobe experience tools and Semrush discovery intelligence should allow marketers to
-
Track brand presence across both classic and AI powered search environments.
-
Optimise content for visibility in generative responses as well as search results.
ADVERTISEMENT
-
Connect visibility data with on site behaviour, personalisation and conversion journeys.
What happens next
As part of the transaction process, Semrush will file a proxy statement with the United States Securities and Exchange Commission to seek shareholder approval. Standard antitrust and regulatory reviews will follow before closing.
The companies have flagged typical forward looking risks around integration, market conditions and regulatory timelines, and have guided investors to review formal filings for more detail. Legal advisory on the deal includes Wachtell Lipton Rosen and Katz for Adobe, with Centerview Partners advising Semrush and Davis Polk and Wardwell serving as its legal counsel.
If completed on schedule, the acquisition will give Adobe a stronger hand in an SEO and visibility market that is rapidly being rewritten by AI, positioning the combined offering as a central stack for marketers navigating the next phase of digital discovery.
Follow Marketing Moves on Instagram and Facebook for industry insights, strategy breakdowns, and brand transformation stories.
