Adobe to acquire Semrush in $1.9B deal to boost generative engine optimization capabilities - SiliconANGLE

"The platform allows marketers to identify which keywords their competitors are ranking for, examine backlinks pointing to their sites and scan for website health issues such as broken links, slow pages, or missing tags that affect SEO rankings. Using the platform, marketers can make informed decisions about content strategy, paid-search campaigns and technical SEO improvements. The platform does so by aggregating and visualizing large amounts of SEO-related data such as search volume, cost-per-click and keyword difficulty."

"Semrush also offers more advanced features for agencies and larger enterprises, including custom reporting dashboards, team collaboration tools, market research modules and cross-channel analytics that span organic search, paid search, social media and display advertising. Though best known for its SEO services, Semrush has more recently introduced products to help brands monitor how they appear not just in search engine results but within the responses of large language model platforms and chatbots."

"The shift toward LLMs for information gathering, such as ChatGPT and Google's Gemini, and the need to optimize content in what is being called "generative engine optimization," or GEO, is one of the reasons Adobe cites for the acquisition. "Bringing its GEO capabilities and more than ten years of SEO expertise, Semrush helps brands enhance their brand visibility and expand audience reach," Adobe wrote in its acquisition announcement."

Adobe will acquire Semrush Holdings Inc. for $1.9 billion in an all-cash transaction. Semrush, founded in 2008, provides tools for keyword research, competitive analysis, site audits, backlink and domain authority tracking, and online visibility insights. The platform enables identification of competitor keywords, backlink examination, and detection of website health issues such as broken links, slow pages, and missing tags that affect SEO. It aggregates SEO-related data like search volume, cost-per-click, and keyword difficulty to inform content strategy, paid-search campaigns, and technical SEO. Semrush also offers enterprise features and products to monitor appearances within large language model and chatbot responses, supporting generative engine optimization (GEO).

Read at SiliconANGLE