Oleg and co-founder Dmitri Melnikov originally built the tool to solve their own SEO analysis needs, not to launch a company.

“we envisaged Semrush as the ultimate tool for ourselves”

First users came from the founders' own personal and professional network in the IT industry, not from any paid or public channel.

Early paying customers converted out of the same freemium user base via promo codes and paid add-on options, not from a distinct acquisition motion.