Semrush vs HubSpot: which should you choose?
Quick answer: Semrush is built for keyword research, while HubSpot suits crm. For most users HubSpot is the stronger default, but Semrush can be the better fit depending on your budget and use case. HubSpot has the lower entry price.
Semrush versus HubSpot comes down to which trade-offs you can live with. Below we compare them on pricing, strengths and the use cases each one fits, then give a clear verdict.
Side-by-side
| Semrush | HubSpot | |
|---|---|---|
| Category | Marketing & SEO | Marketing & SEO |
| What it's known for | All-in-one SEO, ads and competitive research suite. | CRM platform spanning marketing, sales and service hubs. |
| Pricing | Pro from ~$140/mo; Guru; Business. | Free CRM; paid hubs scale by seats/contacts. |
| Best audience | SEO professionals, agencies and marketers doing serious keyword and competitor research. | Scaling SMBs and mid-market teams wanting an integrated CRM + marketing platform. |
| Best for | Keyword research, Competitor analysis, SEO professionals | CRM, Inbound marketing, Scaling businesses |
| Entry price | $139.95/mo ($117.33 annual) | Free |
| Biggest strength | Deep, all-in-one SEO/competitive research suite. | Genuinely free, permanent CRM for unlimited users. |
| Main caveat | Expensive: Pro from ~$140/mo, Business ~$500/mo. | Professional tier jumps to ~$800+/mo with required seats. |
Features compared
The feature sets only partly overlap. Here is what each one actually gives you:
Semrush key features
- Keyword research, rank tracking and site audits
- Competitor and backlink analysis
- Content Marketing Toolkit (Guru+)
- Share of Voice and API access (Business)
HubSpot key features
- Free CRM for unlimited users across marketing, sales, service
- Marketing Hub automation, workflows and analytics
- Per-seat Starter tiers; Professional unlocks automation and custom reports
- Custom objects, partitioning and sandboxes (Enterprise)
Pricing tiers side by side
Semrush plans
| Plan | Price | What's included |
|---|---|---|
| Pro | $139.95/mo ($117.33 annual) | 5 projects, 500 keywords, core SEO tools |
| Guru | $249.95/mo ($208.33 annual) | 15 projects, 1,500 keywords, historical data, content toolkit |
| Business | $499.95/mo ($416.66 annual) | 40 projects, 5,000 keywords, API, Share of Voice |
HubSpot plans
| Plan | Price | What's included |
|---|---|---|
| Free CRM | $0 | Unlimited users, foundational tools |
| Starter | ~$9-20/seat/mo | Core features, limited automation |
| Professional | ~$800-890/mo | Full automation, custom reports, 3 core seats |
| Enterprise | ~$150-3,600/mo | Custom objects, partitioning, sandboxes, AI at scale |
Tiers compiled from the vendors' published plans and independent reviews; prices are approximate and change often, so confirm current figures (and your region's taxes) on each vendor's site.
Strengths compared
Where Semrush wins
The industry-standard all-in-one SEO and competitive-research suite.
- Deep, all-in-one SEO/competitive research suite.
- Massive keyword and backlink databases.
That makes it the stronger pick for sEO professionals, agencies and marketers doing serious keyword and competitor research.
Where HubSpot wins
A free-CRM gateway that scales into a full marketing/sales/service platform (at a steep price).
- Genuinely free, permanent CRM for unlimited users.
- One platform spanning marketing, sales and service.
That makes it the stronger pick for scaling SMBs and mid-market teams wanting an integrated CRM + marketing platform.
Verdict: choose by fit
Both are good at the job, so let your priorities decide.
- Choose Semrush if you fit its core audience — sEO professionals, agencies and marketers doing serious keyword and competitor research.
- Choose HubSpot if you fit its core audience — scaling SMBs and mid-market teams wanting an integrated CRM + marketing platform.
FAQ
Is Semrush better than HubSpot?
HubSpot is the stronger default for most users, but Semrush can be the better fit depending on your budget and use case.
What is the main difference between Semrush and HubSpot?
Semrush is the industry-standard all-in-one SEO and competitive-research suite. HubSpot is a free-CRM gateway that scales into a full marketing/sales/service platform (at a steep price).
Which is cheaper, Semrush or HubSpot?
Entry pricing differs: Semrush starts at $139.95/mo ($117.33 annual), while HubSpot offers a free tier. Compare the tiers above against your usage.
Sources
Facts above are drawn from these independent reviews and the vendors' own pages for Semrush and HubSpot: