Is SEO Dead? Adobe Just Dropped $1.9 Billion That Says Otherwise
While the tech world is debating the future of search, Adobe made a statement that was heard loud and clear: it agreed to acquire Semrush, the powerhouse SEO and digital marketing platform, for $1.9 billion in an all-cash deal, the transaction is expected to close in the first half of 2026. And if you think this is just another acquisition, think again – Semrush shares skyrocketed 74% for their best day ever – a sign that the market believes SEO isn’t just alive, it’s evolving into something bigger.
Adobe is excited to share that we’ve entered into an agreement to acquire Semrush, a leading brand visibility platform. Together, Adobe and Semrush will deliver a comprehensive solution that gives marketers a holistic understanding of how their brands appear across owned… pic.twitter.com/5K5ZyIJ9nU
— Adobe (@Adobe) November 19, 2025
The Numbers Tell the Story
Adobe is paying $12 per share for Semrush, which is a premium of about 77.5% to its stock’s last closing price. It means that Adobe has made a big bet on a company that’s been quietly crushing it. In its last quarter, Semrush grew its Annual Recurring Revenue year-over-year by 33% in its enterprise customer segment, gaining the trust of industry leaders such as Amazon, JPMorganChase and TikTok Adobe Newsroom.
Why the urgency? Figures from Adobe Analytics reveal that the traffic on generative AI sources to US retail sites surged by 1200 percent in October compared to a year earlier. That’s not a typo – 1200 percent.
“Brands That Don’t Embrace This Risk Losing Relevance”
Anil Chakravarthy, president of Adobe’s Digital Experience Business, highlighted the importance of brand visibility being transformed by generative AI and that brands who don’t adopt this new opportunity could find themselves losing their relevance and revenue. What this means: Optimize for AI search or watch your competitors eat your lunch.
Semrush CEO Bill Wagner added that with the arrival of AI-driven search, brands need to know where and how their customers engage in these new channels – something Semrush’s decade of SEO know-how puts it in a perfect position to deliver.
Adobe’s Comeback Play
This is Adobe’s first announcement of a takeover since the failed $20 billion acquisition of Figma Inc. in 2022. While Adobe’s stock has struggled this year (down over 25%), this acquisition represents a strategic move to AI-powered marketing tools that actually make money. The transaction, which is expected to close in the first half of 2026, has already received commitments from Semrush founders with more than 75% of voting power. Adobe isn’t messing around.
The Bottom Line
SEO isn’t dead – it’s just getting a massive AI upgrade. And Adobe just paid nearly $2 billion to ensure that it owns a piece of that future.
Author Bio
Kashaf Khan is an SEO specialist with deep expertise in AI SEO and generative engine optimization. Armed with a Master’s in Computer Science, he leverages his algorithmic knowledge to help brands dominate both traditional and AI-powered search landscapes.
