Adobe buying Semrush for $1.9 billion is not just another tech deal. It’s a signal. A loud one. For affiliate marketers, this move changes the ground beneath our feet — how content is found, how it’s judged, and how it’s paid for in an AI-first world.
Why this matters now
Semrush brings years of SEO know-how and a massive keyword and competitive intelligence database into Adobe’s Digital Experience Cloud. That combination hands enterprise brands a clearer, deeper view of partner performance than many of us have seen before. In plain terms: brands will be able to see more, measure more, and expect more from their affiliates. That’s both pressure and opportunity.
The new game: Generative Engine Optimization (GEO)
We used to talk about SEO like it was a checklist: keywords, backlinks, a bit of outreach. GEO is different. It’s about making content that large language models — think ChatGPT or Gemini — can read, trust, and then use when they answer people’s questions.
- Structure is king. Use structured data and clear entity relationships so AI can parse your content easily.
- Authority beats volume. Mass-produced posts won’t cut it. AI and search platforms are favoring authoritative, comprehensive sources.
- Refine what you already have. If your content is thin or messy, it needs work now, not later.
Sound like a lot? It is. But it’s also straightforward: make your content clearer, smarter, and more useful.
Partnerships will be judged differently
Adobe-powered brands will move beyond last-click attribution. They’ll look at how your content nudges a customer along the journey, how it shapes brand perception in AI-driven discovery, and whether it creates real visibility rather than just clicks.
So what should you do?
- Prove multi-touch value. Track and show how your content influences decisions before the final click. Brands will want that story.
- Build direct, quality relationships. General network affiliations are fine, but long-term, direct partnerships with brands that value depth will pay off.
- Bring data to the table. When you negotiate, don’t just show traffic numbers. Show influence across channels and how your content appears in AI-driven results.
These are practical shifts. They’re not optional if you want to stay competitive.
Data consolidation: who gets the edge?
Adobe’s access to Semrush’s competitive intelligence plus its own customer experience data creates a real advantage for enterprise brands. They’ll be able to spot which affiliates add genuine value and which ones are surface-level traffic drivers.
That means generic content that happens to rank today could be exposed tomorrow. If your work is mostly about catching a keyword, you might find brands looking elsewhere. But if you’ve built authentic audience relationships and produce content with real expertise, you’ll stand out.
Quick action plan for affiliates
This acquisition signals a maturing market. Here’s a short checklist to get moving:
- Prioritize GEO. Audit your content for structure and authority. Add structured data where it’s missing.
- Elevate attribution. Develop ways to show your role across the customer journey, not just the last click.
- Hone your pitch. Come to brand talks with evidence of influence, not just pageviews.
Change is coming fast. Or maybe it’s already here. Either way, the affiliates who adapt will find new opportunities; those who don’t may be left explaining why their old tactics no longer work.
If this shift worries you or excites you — tell us which. Leave a comment below with your take, and follow us on Facebook, Twitter, and Pinterest for more practical guides and updates about how to thrive as affiliate marketing evolves.
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Sources:
- www.latimes.com/b2b/ai-technology/story/2025-11-20/adobe-acquire-semrush
- www.affiversemedia.com/adobes-1-9-billion-semrush-acquisition-what-it-means-for-affiliate-marketings-data-future/
- www.news.adobe.com/news/2025/11/adobe-to-acquire-semrush
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