Adobe’s $1.9 B Bet: Why the SEO Game Just Went Into Overdrive

The software giant Adobe has agreed to acquire Semrush for about $1.9 billion, or $12 a share, in an all-cash deal that represents nearly a 77.5 percent premium to its last closing price.

The deal is expected to close in the first half of 2026, subject to regulatory and shareholder approvals.

What’s interesting and a little bit thrilling about this is that it suggests brands will take a different approach to trying to getting seen online.

Semrush is known for its search-engine optimisation (SEO) and visibility platform – but now it seems that the company hopes to become the place where brands consolidate, as companies looking at what appear in an age of generative AI and large language models.

Adding Semrush specifically, the company said, its tools in search engine optimization (SEO) to this mix will give marketers using Adobe access not just to where they rank in a search but how their brand appears in AI-generated conversations and discovery.

For marketers, this means the old playbook – “get to page one, build links, optimise keywords” – is getting a makeover. Now you have to wonder: Is anyone showing up when someone asks an AI assistant?

When a large-language model responds to a question about our industry or brand, are we cited? Otherwise, you may already be behind the game. (And yes, I say that with a sense of urgency.)

Smaller agencies and small local businesses could be hit hardest. When a behemoth like Adobe buys a tool like Semrush, you can expect enterprise integrations, pricing models and feature access will all be in flux.

So, if you’re a mid-sized player, you might be wise to watch what happens with Semrush’s tiering or how Adobe integrates it into its Experience Cloud.

On the other hand: this might be an opportunity to get ahead of competitors who keep using old-school SEO tactics.

In brief: This deal goes beyond one company buying another. It’s a strong signal that “visibility in the AI era” is now rising to the board level as a priority.

If the SEO treadmill fatigue didn’t get to you yet, then well now you need to run a bit faster – but with clearer guidance.