Semrush and Salesforce: SEO Partners Helping Growing Businesses

Key Takeaways

• The Semrush-Salesforce partnership moves SEO beyond basic metrics to core business metrics by connecting search intent with the customer journey.
• Integrating Semrush data into Salesforce allows for the prioritization of high-intent leads and hyper-personalized marketing journeys based on the organic content prospects consume.
• Operationalizing the integration through unified dashboards and automated technical SEO health checks transforms SEO for growing businesses from a siloed marketing task into an efficient, cross-functional revenue driver.

Marketing and sales are no longer divided, but a connected journey. For growing businesses, this integration isn’t just a strategic advantage; it’s a necessity for scaling efficiently. The partnership between Semrush, the world-class search engine optimization (SEO) and brand visibility platform, and Salesforce, one of the top customer relationship management (CRM) platforms, exemplifies this shift.

This partnership moves SEO beyond vanity metrics like rankings and traffic and firmly plants it where it belongs: as a core driver of business revenue. Combining these tools is all about using customer data with trust, allowing your marketing and sales teams to truly grow together. We’re going to cover how Semrush and Salesforce work together and how you can get your SEO and CRM partnered up. 

For growing businesses using Salesforce Starter or Pro Suite, this means organic search insights can live directly alongside leads, contacts, and opportunities — without adding another standalone tool.

From traffic metric to business metric

If you’ve been sharing social posts, blogs, or video content — you’ve been working with SEO and the wild worldwide web algorithms for a while now. And, for years, SEO was treated as a silo, measured by organic traffic volume that was loosely tied to business outcomes. A huge surge in visitors meant success, right? Not necessarily. If those visitors never convert into qualified leads, pipeline, or revenue, the effort is largely wasted.

This is changing, thanks in part to tools like Semrush and Salesforce CRM:

What is Semrush? Semrush is an all-in-one platform for digital visibility and marketing, trusted by over 10 million marketers and global brands alike. It provides the intelligence to grow brand visibility through tools for search engine optimization (SEO), generative engine optimization (GEO), content marketing, competitor analysis, and paid search. It tells you who is searching, what they’re looking for, and how you rank against the competition.

What is Salesforce CRM? Salesforce is the leading customer platform that provides a 360-degree view of your customers. It manages the entire customer lifecycle, from lead to customer and beyond. It tells you who your leads and customers are, where they are in the sales funnel, and how much they’re worth to your business.

So, why use these two tools together?This integration connects the “how they found us” with the “what they bought.” It transforms Semrush’s SEO intelligence into actionable CRM data. By bridging this divide, growing businesses can finally measure the true return on investment (ROI) of their organic strategy in dollars and closed deals, not just clicks.

How Semrush connects the customer profile

You can start by using Semrush’s deep insights into search behavior to enrich and personalize the customer profiles within Salesforce. This results in faster, more effective sales cycles and hyper-personalized marketing journeys.

Prioritizing high-intent leads

Not all leads are created equal. A lead who came from a blog post about industry trends is far earlier in their journey than one who came from a product comparison page. Semrush data helps your sales team spot the difference instantly.

For teams using Salesforce Starter Suite or Pro Suite, Semrush data can be used to enrich lead and contact records with organic search context, helping sales teams quickly identify and prioritize high-intent prospects.

• The workflow: Your team uses Semrush’s keyword research data to identify and categorize high-value search intent keywords. These are terms like “[Your Product] pricing,” “best [Competitor] alternatives,” or “how to implement [Solution].” These intent signals can then be integrated into Salesforce lead and contact records, alongside existing customer data.
• Actionable step: Organic search data, specifically, the keywords and landing page visits tied to high-intent topics, are integrated directly into your Sales 360 lead or contact records. Sales reps get an immediate, powerful signal – for example, “This lead visited the ‘pricing’ page 3 times in the last 7 days from an organic search for ‘comparison’ keywords.” This allows for faster follow-up, armed with context that accelerates the deal.

Personalizing marketing journeys for search engines

A lead’s first organic touchpoint reveals a lot about their immediate needs and pain points. You can use this initial intent signal to create an instant, personalized marketing experience within the Salesforce ecosystem.

• The workflow: Your team can use Semrush Site Audit and Content Performance reports to understand which pieces of content drive the most qualified organic traffic. This connects the content a prospect reads or watched with their individual lead record.
• Actionable steps: Marketing 360 can segment audiences based on the organic content they consume before entering a journey. If a prospect organically found your blog post on “5 Ways to Improve Customer Retention,” your automated nurturing sequence can skip general product intros and immediately send hyper-personalized resources focused on retention, significantly boosting engagement.

And, in Starter Suite and Pro Suite, this helps marketing journeys reflect what someone actually searched for — not just basic profile info. 

Competitive analysis with Semrush

For growing businesses, knowing where your competitors win — and where they are vulnerable — is crucial. Competitive SEO insights should not just sit in a spreadsheet; they should inform your product and content strategy, and their ROI must be tracked.

The integration allows you to use Semrush competitive analysis data to identify competitor keyword gaps. Your team can then automatically generate new content topics to fill those gaps and, once published, use the unified system to track the revenue generated by that content in Salesforce CRM.

Operationalize success in sales and marketing

Now it’s time to put it all into practice. The true power of this partnership lies in turning complex, disparate data points into simple, unified workflows that fuel efficiency across sales and marketing. Here’s how to do it.

Unified dashboards for sales and marketing: Marketing and sales can finally look at the same screen and understand the full story, eliminating the friction caused by siloed data.

• How integrated dashboards show value: Imagine a dashboard where the Keyword Rank (pulled from Semrush data) is displayed right next to the Pipeline Value (pulled from Salesforce data). This immediately answers the critical question: “How is our SEO performance directly impacting the bottom line?”
• Visualizing the entire funnel: The integrated data allows you to visualize the entire funnel in one place: Organic Search Visibility → Lead Status → Closed-Won Opportunity. This provides irrefutable evidence of SEO’s contribution to revenue, moving it from a marketing expense to a critical business investment. Starter Suite gives teams a clear view into leads and pipeline, while Pro Suite supports deeper funnel and performance reporting.

Technical SEO health checks: Technical SEO is the foundation of organic visibility. For growing businesses juggling numerous projects, maintaining this health can be a major challenge. The Semrush-Salesforce connection turns technical debt into an automated, managed task.

• The workflow: Semrush’s continuous Site Audit alerts, from new broken pages to sudden drops in site health score, can be used to automatically generate tasks or tickets within the Salesforce platform (if a suitable integration exists/is built), such as a Service Cloud ticket assigned to the Web Development team.
• The benefit: This ensures that the technical health critical for SEO for growing businesses is maintained, removing manual monitoring and providing a clear, auditable workflow for site issues that directly impact revenue.

Ready to transform your pipeline with SEO intelligence?

It’s a new dawn for SEO, one where search data is no longer a separate report, but a connected signal within the customer journey. By connecting the ‘what’ (search intent) with the ‘who’ (customer profile), growing businesses can operate with a unified vision, making every sales and marketing touchpoint more informed, more personal, and more profitable.

Ready to see how integrating your SEO intelligence with your CRM can transform your pipeline? Explore the Semrush API and visualize your search and CRM data together today.

Start your journey with the Free or Starter Suite today. Looking for more customization? Explore Pro Suite. Already a Salesforce customer? Activate Foundations to try out Agentforce 360 today.

AI supported the writers and editors who created this article.