Do you wonder what happens when a technology giant decides to buy one of the most used tools for working with SEO?

Better positioning on Google, understanding the visibility of your brand, accompanying it and getting the results from AI… Are any of these objectives part of your day by day?

It very much proves that in the end, everyone with digital marketing knows that everything revolves around being seen in the right place, at the right time. And here comes a piece of news that surprised everyone (I had my mouth open when I saw!): Adobe is going to buy Semrush for US$ 1.9 billion.

If you want to understand the impact of this acquisition on the market, you need to continue reading this article. Here you will know more about:

• Why Adobe decided to buy Semrush now

• Or what changes so that I no longer use tools every day?

• How this affects the future of SEO and gives brand visibility

• What to expect from integration between the two companies

Well, after reading this, you will have clarity on what to expect and how to prepare for the new AI-driven marketing scenario!

Or what is behind the Semrush purchase?

The negotiation was dated at US$ 12 per year, totaling US$ 1.9 billion paid in money. Isso represents a lower value than the company was being valued before.

More or more attention was given to the reason. Second to Adobe, the idea is to integrate Semrush into the portfolio Experience Cloudfocusing on something dirty GEO (Generative Engine Optimization).

Well, we want to expand Adobe’s tuação beyond traditional SEO. Now, the game is to optimize the visibility of brands also for responses given by large language models (such as ChatGPT, for example).

And this, my friend, change everything.

How do you use Semrush today? Are you going to change anything?

Sim. It is better to prove that it is.

Although the transaction will only be finalized in the first half of 2026 (it still depends on regulatory approvals and two shareholders), important questions have arisen, especially for loyal users of the platform.

Small agencies and freelancers who use Semrush on a daily basis are already wondering:

• Are you going to change or price two plans?

• Will the interface continue to be the same?

• Will it be integrated with other Adobe tools?

• Will Search Engine Land remain active?

Adobe still doesn’t have all the details, but we know how these processes work. Integration always shows changes in packages, does not support, and sometimes closes the focus of the tool.

Therefore, it is worth being careful and not starting to think about alternatives or adjustments in the operation in case something goes wrong.

Why is this acquisition strategic?

In practice, what Adobe is doing is positioning itself with AI-driven marketing.

Semrush is a reference when the topic is SEO. But classic SEO, the one that people already know is not enough, is not enough. Now we also have to think about how brands appear in the responses of generative AI.

Isso wraps:

• Have content cited in models like ChatGPT

• Monitor how your brand appears on different channels

• Work on visibility in search engines + AI together

With this acquisition, Adobe begins to offer a more complete vision for its clients — combining data analysis, brand visibility, SEO and AI in the same package.

What’s wrong with you that you work in marketing, now that Adobe bought Semrush?

If you use Semrush, it is ideal to accompany official communications and test future updates as they are released.

Now, if you still haven’t worked with visibility analysis for generative AI, maybe it’s time to start looking for this with more love. The trend is clear: I can’t adapt and I’ll lose space.

Here at Agência Mestre, we already see people exploring these resources with our clients. And I may tell you that the first results are encouraging. It’s more complex, sim. But it opens incredible possibilities.

And there, what about this movement?

Buying Semrush for Adobe is, without a doubt, one of the biggest tricks of the year in digital marketing. There will be challenges, of course. But there are also new opportunities to better position yourself.

Now, we need to look carefully, study the changes and adapt our strategies with intelligence.

If you want to continue accompanying these movements with me, just follow me here and check out the next articles in the digital marketing category!