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Adobe buying Semrush: SEO future
November 29, 2025
When Adobe announced they're buying Semrush the entire marketing world raised an eyebrow. Adobe isn’t exactly known for SEO tools, so why spend almost two billion dollars on one?
The short answer to why Adobe is buying Semrush:
Search is changing faster than ever and Adobe doesn’t want to fall behind.
In this article, I’ll break down what this deal actually means, why it matters, and how it’s connected to the rise of AI-driven search.
What’s actually happening?
Adobe is acquiring Semrush in a full cash deal worth $1.9 billion. The acquisition is expected to close in the first half of 2026.
That means two things:
Adobe wants to own a bigger piece of the marketing stack.
SEO is becoming too important (and too complicated) to ignore.
Semrush gives Adobe access to millions of keywords, competitor insights, backlink data, and AI-powered research tools. It’s a huge knowledge engine.
And Adobe wants that engine inside its ecosystem.
Why Adobe is suddenly obsessed with SEO
Let’s be honest, traditional SEO is changing. People aren’t searching like they used to. More and more traffic now comes from AI assistants, not Google results.
Adobe knows this. According to their own data, traffic from generative AI tools to retail websites has grown over 1,200% year over year.
So if people are finding products through AI conversations brands need to be optimized for AI-generated answers, not just search engines.
That’s where Semrush comes in.
SEO vs GEO, what’s the actual difference?
You’ve probably heard the term SEO a million times. But now there’s something new on the table, GEO, AI search. GEO is basically the next version of SEO, and Semrush is one of the few tools already moving in that direction.
SEO (Search Engine Optimization)
SEO is about optimizing content so it ranks in traditional search engines like Google and Bing. You focus on the specific keywords people type, because Google matches pages to queries based on keywords, links, and intent.
GEO (Generative Engine Optimization)
GEO is about optimizing content so it appears in AI-generated answers from tools like ChatGPT, Gemini, and Perplexity. You’re not chasing exact keywords, you’re trying to give the clearest, most helpful answer to the types of questions people ask AI assistants.
TLDR
SEO = “What are people searching for?” → Include those keywords.
GEO = “What are people asking AI tools?” → Answer those questions clearly.
Aspect | SEO (Traditional Search) | GEO (AI Search) |
Goal | Rank in Google/Bing results | Appear in AI-generated answers |
Based on | Keywords, links, search intent | Clarity, structure, usefulness |
How users find you | Typing queries | Asking questions conversationally |
Optimization focus | Include target keywords | Answer common questions clearly |
Tools | Search Console, keyword tools | AI behavior data, semantic tools |
What wins | Authority + backlinks | Clear, structured, trustworthy content |
What Adobe buying Semrush means for designers, marketers, and business owners
This deal signals some major shifts in the digital landscapes:
1. SEO is becoming more AI-driven
Less keywords, more context. Less link-building, more content structure. Less guessing, more data.
2. Website quality matters even more
AI search tools look for:
clear structure
fast performance
strong UX
helpful, well-written content
Basically: good design + good content = better visibility.
3. Tools will start merging
Expect SEO insights baked directly into:
design software
analytics dashboards
content workflows
marketing automation tools
If you design websites, this is big. It means smarter tools, better previews, and fewer “blind spots.”
What it means specifically for small businesses
Most small businesses don’t have time (or the budget) to keep up with big shifts in SEO.
This acquisition means:
more beginner-friendly tools
more automated insights
and hopefully, fewer expensive subscriptions
Smarter tools = easier wins. And with the rise of AI search, not optimizing your website is basically giving away visibility.
So… is SEO dead?
No. Not even close. But the rules are changing. SEO used to be about ranking #1 on Google. Now it’s also about having the answer AI tools trust the most.
The Adobe + Semrush deal is just confirmation of where everything is heading.
Final thoughts
This is one of the biggest SEO shake-ups in years. And honestly, it’s exciting. It pushes the entire industry to rethink search, content, and visibility.
For creators, designers, and business owners, the message is simple:
SEO isn’t disappearing, it’s evolving. And the people who adapt early will win.
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Web Design
Karlsson bil
Karlsson Bil is a car dealership based in Varberg, specializing in buying, selling, and restoring vehicles, including the exclusive Lignon Scandinavia line of handcrafted Land Rover Defenders. I worked on designing a website that blends the heritage of the classic Defender with a modern, sleek aesthetic. The focus was on creating a smooth, intuitive browsing experience, making it easy for users to explore the inventory, learn about bespoke restorations, and navigate the buying and selling process with confidence.
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Web Design & Branding
Carin Fredén
Carin Fredén is a Malmö-based photographer and photo editor specializing in high-quality business photography and visual branding. Her website showcases her work and services, helping businesses enhance their visual identity through images.
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Wix Studio, Figma & code
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