Semrush Discontinues Business and Guru Plans, Introduces Advanced Plan with AI Visibility Toolkit and New Pricing Structure
What happened
Between the Oct 4, 2025 and Jan 2, 2026 captures of Semrush's pricing page, Pulse recorded 12 changes: Business plan discontinued ($416.66/mo billed annually, $499 regular monthly); Complete pricing restructure introducing 'Semrush One' product line with new plan names (Starter, Pro+, Advanced) replacing previous structure (Pro, Guru, Business), shifting focus from 'projects' to 'websites to monitor' with AI visibility tracking; Pro plan discontinued ($117.33/mo billed annually, $139 regular monthly); Pro+ plan introduced at $248.17/mo billed annually ($299 regular monthly) for growing brands with up to 15 websites to monitor; Advanced plan introduced at $455.67/mo billed annually ($549 regular monthly) for maximum power with up to 40 websites to monitor and API access; Guru plan discontinued ($208.33/mo billed annually, $249 regular monthly); AI Visibility Toolkit introduced across all plans with Google + AI visibility tracking, competitor insights for Google and AI, and AI brand insights; Advanced plan: 200 custom prompts limit for daily AI rankings; Starter plan: 50 custom prompts limit for daily AI rankings; Pro+ plan: 100 custom prompts limit for daily AI rankings; Starter plan introduced at $165.17/mo billed annually ($199 regular monthly) for beginners with up to 5 websites to monitor; Pricing metric terminology changed from 'projects' to 'websites to monitor' across all plans. Pulse files it as a packaging change (plan removed, package change, new plan, feature added, threshold added, metric change) with a downward direction. Pulse's latest capture (Oct 19, 2026) lists SEO at $117.33, Starter at $165.17, Pro+ at $248.17, Advanced at $549 and AI Visibility Base at $99.
Semrush's previous recorded change was "Semrush Removes ChatGPT Search Tracking from Guru and Business Plans, Impacting User Experience" (Q3 2025). Semrush has been tracked since 2024-10-01.
In the same window Moz, Similarweb and Ahrefs also changed their Marketing & Content pricing pages. Those moves are listed further down, and the Pulse Agent can compare them side by side.
- Business · PlanPlan removed
Business plan discontinued ($416.66/mo billed annually, $499 regular monthly)
- Starter, Pro+, Advanced · PackagingRewordedprojectswebsites to monitor
- Pro · PlanPlan removed
Pro plan discontinued ($117.33/mo billed annually, $139 regular monthly)
- Pro+ · PlanAddedNo Pro+ planPro+ plan
- Advanced · PlanAddedNo Advanced planAdvanced plan
- Guru · PlanPlan removed
Guru plan discontinued ($208.33/mo billed annually, $249 regular monthly)
- All plans · FeatureAddedNo across all plansacross all plans
- Advanced · LimitThreshold added
Advanced plan: 200 custom prompts limit for daily AI rankings
- Starter · LimitThreshold added
Starter plan: 50 custom prompts limit for daily AI rankings
- Pro+ · LimitThreshold added
Pro+ plan: 100 custom prompts limit for daily AI rankings
- Starter · PlanAddedNo Starter planStarter plan
- All plans · Pricing modelRewordedprojectswebsites to monitor
| Plan | Field | Before | After | Change |
|---|---|---|---|---|
| Business | Plan | Business plan discontinued ($416.66/mo billed annually, $499 regular monthly) | Plan removed | |
| Starter, Pro+, Advanced | Packaging | projects | websites to monitor | Reworded |
| Pro | Plan | Pro plan discontinued ($117.33/mo billed annually, $139 regular monthly) | Plan removed | |
| Pro+ | Plan | No Pro+ plan | Pro+ plan | Added |
| Advanced | Plan | No Advanced plan | Advanced plan | Added |
| Guru | Plan | Guru plan discontinued ($208.33/mo billed annually, $249 regular monthly) | Plan removed | |
| All plans | Feature | No across all plans | across all plans | Added |
| Advanced | Limit | Advanced plan: 200 custom prompts limit for daily AI rankings | Threshold added | |
| Starter | Limit | Starter plan: 50 custom prompts limit for daily AI rankings | Threshold added | |
| Pro+ | Limit | Pro+ plan: 100 custom prompts limit for daily AI rankings | Threshold added | |
| Starter | Plan | No Starter plan | Starter plan | Added |
| All plans | Pricing model | projects | websites to monitor | Reworded |
Values as written on Semrush's public pricing page in the two captures Pulse compared; where the page states no number, the cells give the wording before and after.
Evidence
The two captures Pulse comparedFull-page captures of Semrush's pricing page (semrush.com) from Oct 4, 2025 and Jan 2, 2026; the change is marked near the top of the page, where "projects" becomes "websites to monitor".
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The two full-page captures with this change marked up are free with an account.
Semrush, the last 90 days
Full history- May 4, 2026packagingSemrush brands itself 'An Adobe Company' after acquisition, updates footer
- Apr 3, 2026packagingSemrush: Pro Report add-on integration count cut from 35+ to 20+
- Feb 24, 2026packagingSemrush democratizes MCP Access to Starter plan, cuts Pro integrations
- Q4 2025packagingSemrush Discontinues Business and Guru Plans, Introduces Advanced Plan with AI Visibility Toolkit and New Pricing Structure · this change
- Q3 2025packagingSemrush Removes ChatGPT Search Tracking from Guru and Business Plans, Impacting User Experience
Across Marketing & Content in the same window
All Marketing & Content changes- MozJan 13Moz Introduces Explicit Query Limits for Domain Overview and Competitive Research Metrics
- SimilarwebJan 12Similarweb Removes Business Plan, Restructures Team Pricing, and Introduces Professional Plan at $4,000/Year
- AhrefsJan 10Ahrefs Removes Lite Plan, Adjusts Brand Radar AI Pricing to "from $199/mo"
Questions about this change
Did Semrush raise prices in January 2026?
No list-price increase was recorded between Oct 4, 2025 and Jan 2, 2026. The change Pulse detected was a packaging change: plan removed, package change, new plan, feature added, threshold added, metric change.
What changed on Semrush's pricing page between Oct 4, 2025 and Jan 2, 2026?
Business plan discontinued ($416.66/mo billed annually, $499 regular monthly); Starter, Pro+, Advanced packaging: projects → websites to monitor, reworded; Pro plan discontinued ($117.33/mo billed annually, $139 regular monthly); Pro+ plan: No Pro+ plan → Pro+ plan, added; Advanced plan: No Advanced plan → Advanced plan, added; Guru plan discontinued ($208.33/mo billed annually, $249 regular monthly); All plans feature: No across all plans → across all plans, added; Advanced plan: 200 custom prompts limit for daily AI rankings; Starter plan: 50 custom prompts limit for daily AI rankings; Pro+ plan: 100 custom prompts limit for daily AI rankings; Starter plan: No Starter plan → Starter plan, added; All plans pricing model: projects → websites to monitor, reworded. Pulse compared the captures it took on Oct 4, 2025 and Jan 2, 2026; the before/after table above lists each item as written on the page.
How often does Semrush change its pricing?
Pulse recorded 1 other pricing-page change for Semrush in the 90 days before this one; the previous change was "Semrush Removes ChatGPT Search Tracking from Guru and Business Plans, Impacting User Experience" in Q3 2025; Semrush has been tracked since 2024-10-01.