Semrush

Overview

Semrush is a leading SaaS platform for SEO, content marketing, PPC research, and competitive intelligence, used by over 10 million marketing professionals worldwide. On third-party websites, Semrush's presence typically appears as embedded traffic estimation widgets, domain authority badges, or competitive analysis data visualizations embedded by marketing agencies, industry publications, and partner platforms that display Semrush-powered metrics. Semrush is headquartered in Boston, Massachusetts, and listed on the NYSE (SEMR).

What This Script Does

Embeddable widgets: Semrush widget scripts load from widget.semrush.com or static.semrush.com. These scripts render interactive data visualizations such as organic traffic trend charts, keyword position tracking snapshots, domain authority scores, and backlink profile summaries. The widgets fetch live data from api.semrush.com to display current metrics for the configured domain.

Engagement tracking cookies: When visitors interact with an embedded widget — hovering over data points, selecting date ranges, filtering by keyword, or clicking through to the full Semrush platform — the script records these interaction events. Relevant cookies include:

• _semrush_session (session-scoped, first-party on the embedding domain) — maintains widget session context
• semrush_src (30-day expiry, third-party set under semrush.com) — stores a referral attribution identifier that tracks which embedded widget generated traffic to Semrush's platform
• semrush_ga_* (30-day expiry) — Semrush's own Google Analytics integration for measuring widget engagement across embedded deployments

Analytics data collection: The widget scripts collect widget load events, interaction counts, time-on-widget metrics, and click-through rates to the Semrush platform. This data is used by Semrush to measure the reach and engagement performance of its embeddable content program across partner sites.

Semrush Sensor and news embeds: Some Semrush embeds display live SERP volatility data (Semrush Sensor) or industry keyword trend reports. These also load scripts that track interaction and may set referral cookies.

Network requests: Widget data requests go to api.semrush.com. Analytics beacons fire to Semrush's analytics infrastructure. If Semrush's own GA integration is active, data also flows to Google Analytics on behalf of Semrush's measurement of its embeddable widget program.

Consent & Compliance

Semrush embedded widgets fall under the analytics consent category. The widgets collect engagement interaction data and set tracking cookies that serve Semrush's own analytics and attribution purposes — measuring how its embedded content performs across partner sites and attributing Semrush platform signups to specific widget placements.

Under GDPR and the ePrivacy Directive, the semrush_src referral attribution cookie and engagement tracking do not qualify for the strictly necessary exemption. While they serve Semrush's legitimate business interests, they constitute third-party processing of visitor behavioral data. Semrush's tracking of which visitors click through to its platform from your site's embedded widget is analytics processing that requires consent under Article 5(3) ePrivacy and GDPR Article 6(1)(a).

Under CCPA/CPRA, the collection of interaction data attributed to identifiable visitors and the referral tracking constitutes personal information processing. The embedding site must disclose Semrush as a data processor and ensure opt-out mechanisms cover this tracking.

Semrush participates in the EU-US Data Privacy Framework and maintains a DPA available on their website. EU/EEA visitor data transferred to Semrush's US infrastructure is covered by DPF certification and Standard Contractual Clauses as a fallback mechanism.

Should You Block This Without Consent?

Yes. Semrush embedded widgets set third-party attribution cookies and collect interaction analytics that benefit Semrush's own measurement programs — they are not essential for the embedding site's functionality. Block until the visitor consents to analytics or third-party tracking. Note that blocking the widget will render the embedded visualization non-functional, which is an acceptable trade-off for consent compliance.