Adobe to Discontinue Marketo Engage SEO Tool
▼ Summary
– Adobe will shut down the SEO feature in Marketo Engage on March 31, 2026, and users must export their data before that date.
– The company is deprecating this feature because it had low usage, allowing the team to focus on other platform areas.
– Adobe is directing users to Semrush for SEO needs, following its 2025 announcement to acquire that full-featured SEO tool.
– The deprecation was expected, as the tool was reportedly underutilized and not a recent product priority.
– The shift is also influenced by the changing search landscape due to LLMs and the strategic opportunity presented by the Semrush acquisition.
Adobe will officially retire the SEO functionality within its Marketo Engage platform by the end of March 2026. Users must export any stored data before the tool is fully deactivated, as the dedicated SEO tile will vanish from the interface on April 1. This planned sunsetting allows the product team to reallocate resources toward other development priorities within the marketing automation suite.
The decision to phase out this specific tool stems from its relatively low adoption rate among users. Keith Gluck from Adobe explained that deprecating underutilized features enables a sharper focus on enhancing core platform capabilities. For businesses that relied on this module, the transition points toward a more robust solution already within the Adobe ecosystem.
This move did not catch industry observers by surprise. The integrated SEO tool had seen limited configuration by marketers over recent years, with its development noticeably deprioritized. The broader shift in search technology, including the rise of large language models, further influenced the timing of this retirement.
Adobe’s strategic acquisition of Semrush in 2025 provides a clear path forward for customers’ search engine optimization needs. Semrush offers a comprehensive suite for SEO and online visibility, representing a significantly more powerful alternative. This acquisition effectively made the native Marketo Engage SEO tool redundant, offering users a superior, dedicated platform for their search marketing efforts.
(Source: Search Engine Land)
