"Adobe said on Wednesday that it has agreed to acquire search engine optimization company Semrush for about $1.9 billion in cash, as the Photoshop maker seeks to augment its suite of marketing offerings. In a statement, Adobe said it would offer $12 per share for Semrush, almost double the latter's closing price of $6.89 on Tuesday, before news of the deal. Semrush had a market capitalization of about $1 billion as of Tuesday's close."
"By acquiring Semrush, Adobe is betting that companies will choose to invest in optimizing their content and webpages to be more visible to AI tools, as people increasingly use AI chatbots, agents, and AI browsers to do everything from getting the news and finding recipes to shopping and booking their travel. Indeed, as of October, traffic to retail websites from generative AI chatbots increased 1,200% compared to a year earlier, per Adobe Analytics data."
Adobe agreed to acquire Semrush for about $1.9 billion in cash, offering $12 per share, nearly double Semrush's prior $6.89 closing price and following a roughly $1 billion market capitalization. The acquisition aims to expand Adobe's marketing offerings and capture demand for content and webpage optimization to improve visibility in AI chatbots, agents, and AI browsers. Adobe Analytics showed retail website traffic from generative AI chatbots rose 1,200% year-over-year as of October. Semrush has been investing in "generative engine optimization" and launched tools that combine traditional SEO with optimization for AI engines such as ChatGPT, Claude, Copilot, Grok, and Perplexity, positioning GEO alongside SEO to drive visibility, engagement, and conversions.
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