---
title: "SEO/AEO Tool Acquisitions, 2012 to 2026"
description: "44 SEO and AEO tool acquisitions from 2012 to 2026, charted by year, with the most active acquirers and every single deal in one table."
url: "https://www.maltelandwehr.de/articles/seo-tool-acquisitions-und-consolidation/"
lang: en
---

# Which SEO and AEO tool companies have been acquired?

Overview of acquisitions and consolidations in the SEO/AEO toolspace.

By Malte Landwehr, published November 2024, last updated 14 October 2026

44 deals between 2012 and 2026, made by 27 different acquirers. SEMrush bought nine other companies and was then bought by Adobe in 2025. Six buyers account for 23 of the 44 deals. 2022 was the busiest year with 9 deals; 2014 and 2019 had none.

Contents

1. [How many SEO tool acquisitions happen per year?](#per-year)
2. [Who are the most active acquirers?](#most-active)
3. [Which SEO and AEO tools have been acquired?](#all-deals)
4. [Sources](#sources)

## How many SEO tool acquisitions happen per year?

Annual counts from 2012 to 2026.

*SEO and AEO tool acquisitions per year, 2012–2026.*

*SEO and AEO tool acquisitions per year from 2012 to 2026*

| Year | Acquisitions |
|---|---|
| 2012 | 2 |
| 2013 | 2 |
| 2014 | 0 |
| 2015 | 2 |
| 2016 | 2 |
| 2017 | 4 |
| 2018 | 4 |
| 2019 | 0 |
| 2020 | 1 |
| 2021 | 3 |
| 2022 | 9 |
| 2023 | 4 |
| 2024 | 4 |
| 2025 | 3 |
| 2026 | 4 |

## Who are the most active acquirers?

Companies with at least two acquisitions. These 6 buyers account for 23 of the 44 deals.

*Companies with at least two SEO and AEO tool acquisitions, with deal count and share of all 44 deals*

| Acquirer | Acquisitions | Share |
|---|---|---|
| SEMrush | 9 | 21% |
| Moz | 5 | 12% |
| SaaS Group | 3 | 7% |
| Conductor | 2 | 5% |
| gShift | 2 | 5% |
| Neil Patel Digital | 2 | 5% |

Two of the most acquisitive companies were themselves acquired. Moz went to iContact (J2 Global) in 2021, and SEMrush, the single most active buyer with 9 deals, was acquired by Adobe in 2025. gShift made two acquisitions before being bought by Mintent in 2018, and Searchmetrics bought W3 Solutions before Conductor bought Searchmetrics.

## Which SEO and AEO tools have been acquired?

Every deal in the list, newest first. All 44, from 2012 to 2026.

*All 44 SEO and AEO tool acquisitions from 2012 to 2026, with date, acquirer, acquired company and price*

| Date | Acquirer | Acquired company | Price |
|---|---|---|---|
| 1 October 2026 | Swap Commerce | Vizby[Source \[43\]](#source-43) | – |
| 21 September 2026 | Searchable | Meridian[Source \[1\]](#source-1) | – |
| 3 June 2026 | Sitecore | Scrunch[Source \[2\]](#source-2) | About $225 million (press report)[Source \[44\]](#source-44) |
| 21 May 2026 | Lighthouse | Hotelrank.ai[Source \[3\]](#source-3) | – |
| 19 November 2025 | Adobe | SEMrush[Source \[4\]](#source-4) | $1.9 billion[Source \[4\]](#source-4) |
| 31 October 2025 | HubSpot | xFunnel[Source \[5\]](#source-5) | – |
| 21 October 2025 | Positive Group | Surfer[Source \[6\]](#source-6) | – |
| 16 October 2024 | SEMrush | Third Door Media (Search Engine Land, SMX)[Source \[7\]](#source-7) | $6.2 million[Source \[45\]](#source-45) |
| 22 August 2024 | SEMrush | Exploding Topics[Source \[8\]](#source-8) | – |
| 12 July 2024 | SEMrush | Ryte[Source \[9\]](#source-9) | $10.5 million[Source \[45\]](#source-45) |
| 29 April 2024 | SEMrush | Brand24[Source \[10\]](#source-10) | $13.5 million for about 58%[Source \[45\]](#source-45) |
| December 2023 | SEMrush | Datos[Source \[11\]](#source-11) | $13.9 million for a majority stake[Source \[11\]](#source-11) |
| 1 August 2023 | SEOptimer | Monitor Backlinks[Source \[12\]](#source-12) | – |
| 22 February 2023 | SEMrush | Traffic Think Tank[Source \[13\]](#source-13) | $1.8 million[Source \[11\]](#source-11) |
| 7 February 2023 | Conductor | Searchmetrics[Source \[14\]](#source-14) | – |
| October 2022 | SaaS Group | SEObility[Source \[15\]](#source-15) | – |
| 1 June 2022 | seoClarity | RankSense[Source \[16\]](#source-16) | – |
| 31 May 2022 | Neil Patel Digital | AnswerThePublic[Source \[17\]](#source-17) | – |
| 16 May 2022 | SimilarWeb | Rank Ranger[Source \[18\]](#source-18) | – |
| 1 May 2022 | SaaS Group | Keyword.com[Source \[19\]](#source-19) | – |
| 28 February 2022 | SEMrush | Kompyte[Source \[20\]](#source-20) | $10.0 million[Source \[46\]](#source-46) |
| 23 February 2022 | BrightEdge | Oncrawl[Source \[21\]](#source-21) | – |
| 16 February 2022 | Conductor | ContentKing[Source \[22\]](#source-22) | – |
| 19 January 2022 | SEMrush | Backlinko[Source \[23\]](#source-23) | $4.0 million[Source \[46\]](#source-46) |
| 12 August 2021 | Newfold Digital | Yoast SEO[Source \[24\]](#source-24) | – |
| 4 June 2021 | iContact (J2 Global) | Moz[Source \[25\]](#source-25) | – |
| 2 February 2021 | Bridgeline | Woorank[Source \[26\]](#source-26) | About €1.4 million plus €1.9 million of assumed debt[Source \[47\]](#source-47) |
| 16 September 2020 | SEMrush | Prowly[Source \[27\]](#source-27) | – |
| 17 October 2018 | Mintent | gShift[Source \[28\]](#source-28) | – |
| 29 June 2018 | Authoritas | Linkdex[Source \[29\]](#source-29) | – |
| March 2018 | SaaS Group | Prerender[Source \[30\]](#source-30) | – |
| 10 January 2018 | Moz | STAT[Source \[31\]](#source-31) | – |
| 17 October 2017 | GinzaMetrics | Withfluence[Source \[32\]](#source-32) | – |
| 13 July 2017 | Plesk | Xovi[Source \[33\]](#source-33) | – |
| 26 April 2017 | TapClicks | Raven Tools[Source \[34\]](#source-34) | – |
| February 2017 | Neil Patel Digital | Ubersuggest[Source \[48\]](#source-48) | $120,000[Source \[48\]](#source-48) |
| 3 May 2016 | Sistrix | SEOlytics[Source \[35\]](#source-35) | – |
| 21 March 2016 | gShift | InNetwork[Source \[36\]](#source-36) | – |
| 27 August 2015 | Moz | SERPscape[Source \[37\]](#source-37) | – |
| 26 August 2015 | gShift | SiteCondor[Source \[38\]](#source-38) | – |
| 21 February 2013 | Searchmetrics | W3 Solutions[Source \[39\]](#source-39) | – |
| 23 January 2013 | Moz | AudienceWise[Source \[40\]](#source-40) | – |
| 4 December 2012 | Moz | GetListed[Source \[41\]](#source-41) | – |
| 15 August 2012 | Moz | Followerwonk[Source \[42\]](#source-42) | – |

Dates are the day a deal was communicated, not the day it closed. The price is the purchase consideration the buyer reported in an SEC filing or press release, in the currency given. A dash means no amount was found. The Sitecore figure is a press report that Sitecore has not confirmed. For Datos and Brand24, the buyer acquired a majority stake, so the amount is for that stake only.

## Sources

Where each deal was announced, and where a price comes from. Every deal carries a source.

Show all 48 sources
1. PR Newswire: [AI visibility platform Searchable acquires New York’s Meridian in seven-figure deal](https://www.prnewswire.com/news-releases/ai-visibility-platform-searchable-acquires-new-yorks-meridian-in-seven-figure-deal-302883134.html), 21 September 2026. [↑](#ref-1)
2. Sitecore: [Sitecore acquires Scrunch to help brands influence discovery and buying decisions in the AI-search era](https://www.sitecore.com/company/newsroom/press-releases/2026/06/sitecore-acquires-scrunch-to-help-brands-influence-discovery--and-buying-decisions), 3 June 2026. [↑](#ref-2)
3. Lighthouse: [Lighthouse Acquires Hotelrank.ai, Adding AI Visibility Intelligence to Connect AI](https://www.mylighthouse.com/resources/blog/lighthouse-acquires-hotelrank-ai), 21 May 2026. [↑](#ref-3)
4. Adobe: [Adobe to Acquire Semrush](https://news.adobe.com/news/2025/11/adobe-to-acquire-semrush), 19 November 2025. [↑](#ref-4)
5. HubSpot: [HubSpot to acquire XFunnel, expanding AEO capabilities across its marketing tools](https://www.hubspot.com/company-news/hubspot-to-acquire-xfunnel), 31 October 2025. [↑](#ref-5)
6. Positive Group: [Positive acquires Surfer](https://positivegroup.com/news/positive-acquires-surfer), October 2025. [↑](#ref-6)
7. Third Door Media: [Semrush acquires Third Door Media](https://thirddoormedia.com/news/semrush-acquires-third-door-media/), 16 October 2024. [↑](#ref-7)
8. Exploding Topics: [About](https://explodingtopics.com/about), 2024. [↑](#ref-8)
9. Ryte: [Ryte Announces Acquisition by Semrush Holdings, Inc.](https://en.ryte.com/company/newsroom/ryte-announces-acquisition-by-semrush/), 12 July 2024. [↑](#ref-9)
10. Chambers: [DZP advises Semrush on the acquisition of Brand24](https://chambers.com/articles/dzp-advises-semrush-on-the-acquisition-of-brand24), 2024. [↑](#ref-10)
11. SEMrush Holdings, Inc.: [Form 10-K for 2023](https://www.sec.gov/Archives/edgar/data/1831840/000162828024009657/semr-20231231.htm), Note 9, Acquisitions, 2024. [↑](#ref-11)
12. Newswire: [SEOptimer Acquires Top Backlink Discovery and Monitoring Tool MonitorBacklinks](https://www.newswire.com/news/seoptimer-acquires-top-backlink-discovery-and-monitoring-tool-22093328), 1 August 2023. [↑](#ref-12)
13. Semrush: [Semrush Acquires Leading Marketing Education Company Traffic Think Tank](https://www.semrush.com/news/242246-semrush-acquires-leading-marketing-education-company-traffic-think-tank/), 22 February 2023. [↑](#ref-13)
14. Bregal Sagemount: [Conductor Acquires SEO Technology Searchmetrics](https://www.sagemount.com/news/conductor-acquires-seo-technology-searchmetrics/), 7 February 2023. [↑](#ref-14)
15. saas.group: [saas.group announces acquisition of Seobility](https://saas.group/blog/saas-group-announces-acquisition-of-seobility/), October 2022. [↑](#ref-15)
16. GlobeNewswire: [seoClarity Acquires RankSense, World’s Leading Edge SEO Automation Solution](https://www.globenewswire.com/news-release/2022/06/01/2454444/0/en/seoclarity-acquires-ranksense-world-s-leading-edge-seo-automation-solution.html), 1 June 2022. [↑](#ref-16)
17. Search Engine Land: [NP Digital acquires keyword research tool AnswerThePublic](https://searchengineland.com/np-digital-acquires-answerthepublic-385501), 31 May 2022. [↑](#ref-17)
18. Similarweb: [Similarweb Acquires Rank Ranger, a Leading Provider of SEO and Search Rank Tracking Solutions](https://ir.similarweb.com/news-events/press-releases/detail/60/similarweb-acquires-rank-ranger-a-leading-provider-of-seo-and-search-rank-tracking-solutions), 16 May 2022. [↑](#ref-18)
19. saas.group: [saas.group announces acquisition of Keyword.com](https://saas.group/blog/saas-group-announces-acquisition-of-keyword-com/), May 2022. [↑](#ref-19)
20. Business Wire: [Semrush To Acquire Kompyte, Enhance Competitive Intelligence And Sales Enablement Capabilities](https://www.businesswire.com/news/home/20220228005533/en/Semrush-To-Acquire-Kompyte-Enhance-Competitive-Intelligence-And-Sales-Enablement-Capabilities), 28 February 2022. [↑](#ref-20)
21. BrightEdge: [BrightEdge Acquires Oncrawl to Future-proof Web 3.0 Strategies](https://www.brightedge.com/news/press-releases/brightedge-acquires-oncrawl-future-proof-web-30-strategies), 23 February 2022. [↑](#ref-21)
22. Bregal Sagemount: [Conductor to Acquire Real-Time Website Auditing and Monitoring Solution ContentKing](https://www.bregal.com/news/conductor-to-acquire-real-time-website-auditing-and-monitoring-solution-contentking/), 16 February 2022. [↑](#ref-22)
23. Semrush: [Semrush Acquires Backlinko.com, Adds 500K in Monthly Traffic](https://www.semrush.com/news/242455-semrush-acquires-backlinkocom-adds-500k-in-monthly-traffic/), 19 January 2022. [↑](#ref-23)
24. Newfold Digital: [Clearlake and Siris-Backed Newfold Digital Acquires Yoast to Help Customers Get Found Online](https://www.newfold.com/newsroom/clearlake-and-siris-backed-newfold-digital-acquires-yoast), 12 August 2021. [↑](#ref-24)
25. Moz: [Moz Acquired by iContact Marketing Corp](https://moz.com/blog/moz-and-icontact), 4 June 2021. [↑](#ref-25)
26. Bridgeline: [Bridgeline to Acquire Woorank SRL to Accelerate its eCommerce360 Strategy](https://www.bridgeline.com/press/bridgeline-to-acquire-woorank-srl-to-accelerate-its-ecommerce360-strategy), 2 February 2021. [↑](#ref-26)
27. Semrush: [SEMrush Acquires Fast-growing SaaS PR Tech Company Prowly](https://www.semrush.com/news/242972-semrush-acquires-fast-growing-saas-pr-tech-company-prowly/), 2020. [↑](#ref-27)
28. East Valley Ventures: [gShift acquired by Mintent Software Corp](https://eastvalleyventures.com/gshift-acquired-by-mintent-software-corp/), 17 October 2018. [↑](#ref-28)
29. Authoritas: [Authoritas Acquires Linkdex SEO Platform](https://www.authoritas.com/blog/authoritas-acquires-linkdex-seo-platform), 29 June 2018. [↑](#ref-29)
30. saas.group: [Prerender](https://saas.group/candidate-hub/prerender-candidate-hub/), March 2018. [↑](#ref-30)
31. Moz: [Moz Acquires STAT Search Analytics: We’re Better Together!](https://moz.com/blog/moz-and-stat), 10 January 2018. [↑](#ref-31)
32. PR Newswire: [GinzaMetrics to Acquire Withfluence, Influencer Marketing Platform to Create Powerful Content Creation and Amplification Offering](https://www.prnewswire.com/news-releases/ginzametrics-to-acquire-withfluence-influencer-marketing-platform-to-create-powerful-content-creation-and-amplification-offering-300538036.html), October 2017. [↑](#ref-32)
33. Plesk: [XOVI acquired by Plesk](https://www.plesk.com/blog/business-industry/plesk-acquires-xovi/), 13 July 2017. [↑](#ref-33)
34. PR Newswire: [TapClicks Acquires Raven Tools in Move to Become the Industry Standard Reporting Platform for Marketers](https://www.prnewswire.com/news-releases/tapclicks-acquires-raven-tools-in-move-to-become-the-industry-standard-reporting-platform-for-marketers-300447389.html), April 2017. [↑](#ref-34)
35. Sistrix: [SISTRIX acquires SEOlytics and further expands their enterprise-business](https://www.sistrix.com/blog/seolytics/), 3 May 2016. [↑](#ref-35)
36. BrainStation: [gShift Acquires Marketing Technology Platform InNetwork](https://brainstation.io/magazine/gshift-acquires-innetwork), 2016. [↑](#ref-36)
37. MediaPost: [Moz Acquires SERPscape](https://www.mediapost.com/publications/article/257162/moz-acquires-serpscape.html), 27 August 2015. [↑](#ref-37)
38. BetaKit: [Barrie’s gShift to acquire Austin developer SiteCondor](https://betakit.com/barries-gshift-to-acquire-austin-developer-sitecondor/), 2015. [↑](#ref-38)
39. MrWeb: [Searchmetrics Buys W3 Search and Analytics Tools](https://www.mrweb.com/drno/news16873.htm), 21 February 2013. [↑](#ref-39)
40. Moz: [The Dream Of Moz Is Alive in Portland](https://moz.com/press/audiencewise-announcement), 23 January 2013. [↑](#ref-40)
41. Mergr: [Moz Acquires GetListed.org](https://mergr.com/transaction/moz-acquires-getlisted-org), 4 December 2012. [↑](#ref-41)
42. GeekWire: [SEOMoz buys Twitter analytics upstart Followerwonk](https://www.geekwire.com/2012/seomoz-buys-twitter-analytics-upstart-followerwonk/), 2012. [↑](#ref-42)
43. Business Wire: [Swap Commerce Acquires Vizby to Expand Its Agentic Commerce Platform Into AI Discovery](https://www.businesswire.com/news/home/20261001443102/en/Swap-Commerce-Acquires-Vizby-to-Expand-Its-Agentic-Commerce-Platform-Into-AI-Discovery), 1 October 2026. [↑](#ref-43)
44. Bloomberg: [Sitecore Said to Acquire Scrunch for $225 Million](https://www.bloomberg.com/news/articles/2026-06-03/sitecore-said-to-acquire-scrunch-for-225-million), 3 June 2026. [↑](#ref-44)
45. SEMrush Holdings, Inc.: [Form 10-K for 2024](https://www.sec.gov/Archives/edgar/data/1831840/000162828025009448/semr-20241231.htm), Note 9, Acquisitions, March 2025. [↑](#ref-45)
46. SEMrush Holdings, Inc.: [Form 10-K for 2022](https://www.sec.gov/Archives/edgar/data/1831840/000162828023008111/semr-20221231.htm), Note 6, Acquisitions, 2023. [↑](#ref-46)
47. Bridgeline Digital, Inc.: [Form 8-K on the Woorank share purchase agreement](https://www.sec.gov/Archives/edgar/data/1378590/000143774921001812/blin20210201_8k.htm), February 2021. [↑](#ref-47)
48. Neil Patel: [The Future of Ubersuggest](https://neilpatel.com/blog/ubersuggest-update/), in which he says he bought Ubersuggest in February 2017 for $120,000. [↑](#ref-48)

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[Malte Landwehr](https://www.maltelandwehr.de/) is an expert in Enterprise SEO and AI search with 20+ years of experience. [Speaker profile](https://www.maltelandwehr.de/speaker/)