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SEMrush Competitive Research Toolkit from SEMrush
Offers comprehensive competitor analysis, keyword research, backlink tracking, and organic traffic measurement to help firms maintain their competitive edge.
Product analysis by function
Competitive Intelligence Platforms for Product Development & Management
Research and analytics tools that monitor competitor products, flows, performance, and marketing strategies to identify opportunities and threats in the marketplace.
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Data Coverage & Sources
(5 Yes /5 Known /12 Possible features)
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Product Universe Coverage Range of competitor products (e.g., mutual funds, ETFs, alternatives) included in the platform. |
No information available | |
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Data Source Integration Ability to aggregate and harmonize data from multiple external and internal sources. |
Platform aggregates data from multiple sources (Google, Bing, social media, third-party providers) and presents them in unified dashboards. | |
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Market Breadth Number of geographies or markets monitored by the platform. |
No information available | |
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Historical Data Depth Length of historical data available for analysis. |
No information available | |
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Frequency of Updates How often new data is ingested and made available for analysis. |
No information available | |
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Real-Time Data Support Whether the platform provides real-time or near real-time data capabilities. |
Some SEMrush features support near real-time data (e.g., site audit crawl, position tracking), but 'real-time' is limited by third-party provider refresh rates. | |
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Coverage of Private Products Inclusion of non-public or private fund data where available. |
No information available | |
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ESG Data Inclusion Whether Environmental, Social, and Governance data is included for competitive analysis. |
No information available | |
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Alternative Data Integration Ability to include non-traditional data sources (web scraping, social sentiment, etc.) in intelligence. |
SEMrush integrates with web scraping, social media analytics, content analysis and other alt-data for digital competitor intelligence. | |
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News Feed Aggregation Integration of news and press releases relevant to competitor activity and market trends. |
Aggregates news and press releases via Brand Monitoring and News Tracking tools. | |
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Definable Peer Groups Customization of peer groups for focused comparison. |
Users can define peer groups of websites or domains for benchmarking and focused comparison. | |
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Regulatory Data Coverage Inclusion of regulatory filings and updates in the competitor landscape. |
No information available |
Analytics & Benchmarking
(9 Yes /9 Known /12 Possible features)
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Custom Benchmarking Create user-defined benchmarks for product comparison. |
Custom benchmarking against chosen competitors is core to SEMrush's reporting suite. | |
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Attribution Analysis Provides detailed attribution of performance and flows for competitor funds. |
No information available | |
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Peer Ranking Ability to rank competitor products by various metrics such as AUM, performance, fees, and flows. |
Peer ranking by organic traffic, paid search, keywords, backlinks, and other competitive metrics is supported. | |
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Performance Metrics Variety Range of performance metrics available (e.g., alpha, beta, Sharpe ratio, drawdown). |
No information available | |
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Granular Timeframes Supports analysis over customizable and rolling time periods. |
Supports analysis over customizable, rolling, and comparative timeframes (weekly, monthly, yearly, custom). | |
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Style & Factor Analysis Analysis of investment style, factor exposures, or risk premia among competitors. |
Provides competitive analysis on site content, topics, and digital marketing strategies (analogous to style/factor analysis in finance). | |
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Scenario/Stress Testing Ability to test performance and flows under hypothetical market conditions. |
No information available | |
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Fee Structure Comparison Granular comparison of competitor fee structures and expense ratios. |
Supports granular comparison of competitors' digital spend, visibility, and marketing strategies (comparable to fee structure/advertising spend in digital marketing). | |
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Product Launch & Closure Tracking Tracks launches and closures of competitor products. |
Tracks site/brand launches and closures within competitive tracking modules. | |
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Fund Attribute Drill-down Ability to drill into characteristics, holdings, and exposures of competitor funds. |
Detailed drill-down into competitor website pages, keywords, and backlink profiles. | |
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Flow Decomposition Breakdown of net flows by channel, client segment or region. |
Decomposes traffic by channel, region, and referral, similar to net flow decomposition in digital context. | |
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Portfolio Overlap Analysis Identifies portfolio similarities and overlaps with competitor products. |
Identifies portfolio overlap in terms of keyword, backlink, and audience overlap between competing websites. |
Market Intelligence & Alerts
(9 Yes /9 Known /10 Possible features)
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Real-Time Alerts Immediate notification of significant competitor activity or market changes. |
Delivers alerts on competitor ranking changes, keyword position, website updates, etc. | |
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Customizable Alert Criteria Users can define thresholds or triggers for alerts (e.g., flow spikes, performance drops). |
Allows users to set custom conditions for alerts (e.g., rank drops, keyword spikes, new backlinks). | |
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Event Detection Automatic detection of notable competitor or market events (launches, closures, rebrandings). |
Automatically highlights market and competitor site events (e.g., new campaigns, site changes). | |
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Competitive Position Change Tracking Monitors and alerts on changes in relative competitive positioning. |
Alerts on changes to your position and competitive rankings for specific metrics or spaces (e.g., SERP changes). | |
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Marketing Campaign Detection Identifies and tracks active marketing campaigns by competitors. |
Has marketing campaign detection for competitor websites and advertising platforms. | |
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Brand Sentiment Monitoring Captures changes in sentiment towards competitors from news and media. |
Performs sentiment analysis based on media and online content for brand monitoring. | |
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Regulatory Event Alerts Alerts to competitor-related regulatory filings, launches, or actions. |
No information available | |
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Custom Alert Channels Supports delivery of alerts via multiple channels (email, SMS, Slack, etc.). |
Alerts can be sent via email, Slack, and some integrations. | |
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User-specific Alert Preferences Different users or teams can have their own alert definitions. |
Alert preferences configurable at individual user level within the platform. | |
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Integration with Workflow Tools Ability to connect alerts with task or workflow management platforms. |
Integrations available with Slack and some workflow/CRM tools. |
Marketing Activity & Digital Intelligence
(9 Yes /9 Known /10 Possible features)
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Website & SEO Monitoring Tracks updates to competitor websites, SEO strategies, and keywords. |
Website tracking and SEO monitoring is a core element (monitors changes to competitors' digital strategies). | |
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Social Media Scraping Monitors competitor activity and engagement on social media. |
Tracks competitor social media activity, engagement, and content posting. | |
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Campaign Spend Estimation Estimates digital advertising spend by competitors. |
Estimates digital advertising spend for brands and competitors across display, PPC, social. | |
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Content Analysis Analyzes the type, frequency, and engagement of published content. |
Analyzes content type, volume, and engagement for multiple competitors. | |
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Email Marketing Intelligence Monitors frequency and themes of competitor email marketing campaigns. |
Can track and analyze email marketing campaign frequency and content for competitors, where available. | |
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Paid Media Monitoring Tracks display, search, and social ad placements by competitors. |
Tracks display and paid search ad placement for competitor web properties. | |
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Landing Page Analysis Reviews and catalogues competitor marketing landing pages. |
Analyzes and logs changes on marketing and landing pages of tracked competitors. | |
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Marketing Message Tracking Logs changes in competitor messaging and positioning. |
Tracks changes in competitor messaging and page updates over time. | |
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Engagement Metrics Capture Captures audience engagement data across digital touchpoints. |
Captures and tracks digital audience engagement metrics, e.g., pageviews, bounce rate, shares, etc. | |
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Competitor Share of Voice Estimates brand visibility versus competitors across digital channels. |
No information available |
User Experience & Interface
(6 Yes /6 Known /10 Possible features)
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Custom Dashboards Users can build their own dashboards with selected KPIs and charts. |
Custom dashboards/KPIs available for users. | |
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Report Builder Drag-and-drop or WYSIWYG reporting for tailor-made outputs. |
Provides drag-and-drop reporting and custom report tools. | |
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Mobile Compatibility Usable on mobile devices and tablets. |
Web-based, with mobile device compatibility (browser-based, no native app). | |
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Language Localization Supports multiple interface languages. |
No information available | |
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Data Visualization Options Number of different chart or visualization types supported. |
No information available | |
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Personalized Views Users can save and share their own workspace setups. |
Saves and shares custom views/dashboards among users. | |
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Accessibility Features Support for users with different accessibility needs. |
No information available | |
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Contextual Drill-down Can move from summary to underlying data in one click. |
Enables users to drill from aggregate to granular data points (keywords, URLs, referring domains) with one click. | |
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Speed of Interface Average time to load primary dashboard views. |
No information available | |
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User Documentation & Help Comprehensive reference guides and ‘how-to’ resources. |
Comprehensive online documentation, FAQs, and tutorial resources. |
Collaboration & Sharing
(6 Yes /6 Known /10 Possible features)
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In-Platform Comments Users can leave comments, tag colleagues, or flag data for review. |
No information available | |
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Sharing of Reports Allows download or sharing of interactive or static reports. |
Report sharing, export and direct emailing of static/interactive reports available. | |
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Export Capabilities Can export data into various formats (CSV, Excel, PDF). |
Export to XLSX, PDF, CSV widely available. | |
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API for Data Sharing Ability to send data out of the platform via an API. |
API available for data export in higher-tier plans. | |
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Integration with MS Teams/Slack Allows notifications and data snippets in chat/workflow tools. |
Slack integration, and other basic chat/workflow integrations are available. | |
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Version History on Reports Maintains change logs on collaborative documents. |
No information available | |
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Permission-Based Sharing Set access level for internal/external recipients. |
Permission-based sharing options for reports and dashboards provided. | |
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Scheduled Report Distribution Automated scheduling and delivery of recurring reports. |
Scheduling and automated delivery of reports supported, e.g., weekly/monthly exports. | |
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Track Recipient Engagement See who opened or engaged with shared insights. |
No information available | |
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Collaborative Workspace Supports project management and group collaboration within the platform. |
No information available |
Technical Architecture & Integration
(5 Yes /5 Known /11 Possible features)
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API Connectivity Provides RESTful or other APIs for programmatic access. |
RESTful API available for programmatic access to select data. | |
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Data Ingestion Capacity Volume of external data the platform can ingest per day. |
No information available | |
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Cloud Deployment Available as SaaS or cloud-native deployment. |
Primarily a SaaS/cloud-native offering. | |
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On-Premise Deployment Option Supports behind-firewall or on-premise deployment. |
No information available | |
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Single Sign-On (SSO) Integrates with enterprise authentication services. |
Supports SSO for enterprise customers with SAML and OAuth via integrations. | |
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Batch Processing Support Allows scheduled overnight or periodic jobs. |
Batch and scheduled processing of crawls and analytics are supported. | |
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Plug-in Framework Allows in-house or third-party plug-ins and extensions. |
No information available | |
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Data Encryption Ensures all data in transit and at rest is encrypted. |
Industry standard HTTPS, data encryption in transit and at rest stated in security documentation. | |
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Latency for API Data Retrieval Average time to return data from API calls. |
No information available | |
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Sandbox/Test Environment Supports testing and experimentation on non-production data. |
No information available | |
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Scalability How well the platform scales with increasing users and data. |
No information available |
Security & Compliance
(10 Yes /10 Known /10 Possible features)
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User Authentication Controls Multi-factor authentication and granular access policies. |
Granular user roles and multi-factor authentication controls (Pro, Guru, Business tiers). | |
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Audit Logging Tracks every action or change for forensics and compliance. |
Audit logging of user actions for internal security and compliance monitoring. | |
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GDPR/Data Privacy Compliance Supports European and other data privacy/sovereignty regimes. |
Stated compliance with GDPR; privacy controls and agreements available. | |
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Encryption Standards Level and standard of cryptographic protection (e.g., AES-256). |
Uses industry-standard encryption (AES-256/SHA/SSL) per product security docs. | |
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User Role Management Flexible assignment of user rights and access by role. |
User/role management supported via admin console for subscription tiers. | |
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Data Residency Options Ability to select or guarantee geographic location of data storage. |
Data residency options may be discussed for enterprise clients under DPA contracts, not standard. | |
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Secure API Access APIs require secure keys and/or OAuth for all operations. |
API access secured via keys/OAuth; only available to authorized users. | |
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Vulnerability Management Regular scanning for security vulnerabilities and pen testing. |
Regular vulnerability scans and security audits reported; penetration tests for higher tiers. | |
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Third-party Security Certification Possession of certifications like SOC2, ISO 27001. |
SEMrush maintains SOC2 attestation and related certifications. | |
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Data Retention Policies Customizable duration for retention and deletion of client data. |
Customizable data retention settings in accordance with GDPR and enterprise security. |
Customization & Extensibility
(6 Yes /6 Known /10 Possible features)
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White Labelling Ability to rebrand the platform with client colors, logos, and identity. |
White labelling available at high/commercial tiers. | |
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Custom Field Definitions Ability to define and use custom data fields/attributes. |
Allows users to define custom data fields and attributes in projects/reports. | |
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User-defined Calculations Users can add their own formulae, ratios, or derived metrics. |
Users can define custom calculations, metrics, and comparison scripts for reports. | |
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Configurable Workflows Support for client-specific workflow automation. |
No information available | |
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Marketplace for Extensions Ability to choose from a store of add-ons and integrations. |
No information available | |
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Customizable Alerts and Reports Advanced tailoring of output, schedule, and recipients. |
Alerts, report timing, and notifications are highly customizable by users. | |
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Plug-in API API for developing custom plug-ins or modules. |
Public API and documentation support plug-in/module creation for limited use cases. | |
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Flexible Data Models Ability to extend or schema-customize the underlying data model. |
No information available | |
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Brandable Client Portal Create personalized portals for clients or internal teams. |
Higher tier licenses allow white-label and client portal setup. | |
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Access to Underlying Code (Open API) Documentation and developer support for integrating at code level. |
No information available |
Support & Training
(9 Yes /9 Known /10 Possible features)
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Live Customer Support Access to chat, phone, or email support in real-time. |
Live chat and ticket/email support available. | |
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Dedicated Account Manager Assigned point of contact for support and troubleshooting. |
Account managers assigned for Business and Enterprise tiers. | |
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Implementation Services Guided onboarding and setup assistance. |
Guided onboarding support included for new subscribers. | |
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Comprehensive Knowledge Base Online portal with FAQs, manuals, and troubleshooting guides. |
Extensive online knowledge base and FAQ. | |
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Training Workshops Classroom, virtual, or recorded training sessions. |
Workshops, webinars, and recorded training available. | |
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In-Platform Tutorials Interactive walk-throughs and training built into the app. |
Interactive tutorials built into platform UI. | |
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Regular Feature Updates Platform provides new features and enhancements on a fixed cadence. |
Regular platform enhancements and feature updates are part of the subscription. | |
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Community Forum Users can interact and share solutions and workflows. |
SEMrush has a vibrant community forum and user discussion sections. | |
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User Feedback Mechanism A way to submit feature requests or improvements directly to the product team. |
Users can submit feature suggestions and bugs directly via account dashboard. | |
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Multi-language Support Support team can provide help in multiple languages. |
No information available |
Pricing & Commercial Model
(9 Yes /9 Known /10 Possible features)
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Transparent Pricing Pricing is clearly described, with no hidden fees. |
All pricing tiers and options are clearly stated on the SEMrush website. | |
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Pricing Tiers Offers multiple pricing tiers for different user types or features. |
Multiple pricing tiers available for Pro, Guru, and Business/Enterprise users. | |
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Pay-as-you-go Option Usage-based billing models are available. |
No information available | |
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Free Trial Availability Prospective users can try the full product before purchasing. |
Free trial (up to 7 days) available for prospective clients. | |
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Contract Flexibility Supports both short-term and annual contracts. |
Monthly and annual contract pricing available for flexibility. | |
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Volume Discounts Lower unit prices when buying for more users or enterprise. |
Volume discounts are available for teams and enterprise buyers. | |
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No Lock-in Period Easy exit or downgrade without excessive penalty. |
No long-term lock-in required; cancel/downgrade at any renewal period. | |
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Price Transparency by Feature Costs for add-ons and premium features are explicit. |
Add-ons and feature costs are transparently listed. | |
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Custom Quoting Can generate bespoke pricing for unusual needs. |
Custom quotes provided for agencies, enterprises, or highly specialized use cases. | |
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Nonprofit/Education Discounts Discounted pricing for eligible organizations. |
Nonprofit and educational discounts available; indicated on partner and help pages. |
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