Semrush

AI-powered SEO and digital marketing platform for visibility, content, and competitive intelligence

HeyGen

AI video generation platform with realistic avatars, voice cloning, and multilingual dubbing

Semrush

Moderate

13/25

HeyGen

Moderate

13/25

Score Breakdown

DimensionSemrushHeyGen

Data Residency

Where is your data stored and processed?

Semrush: Infrastructure spans US and EU; no dedicated per-customer data residency selection; standard DPA available for GDPR compliance

HeyGen: Data hosted on AWS in the US; no publicly documented EU data residency option for standard plans; DPA available for enterprise customers

2/5

Infrastructure spans US and EU; no dedicated per-customer data residency selection; standard DPA available for GDPR compliance

2/5

Data hosted on AWS in the US; no publicly documented EU data residency option for standard plans; DPA available for enterprise customers

Legal Jurisdiction

Which laws govern the company and your data?

Semrush: US-incorporated public company, now a subsidiary of Adobe Inc.; subject to US jurisdiction and CLOUD Act; GDPR DPA available

HeyGen: US-incorporated company subject to CLOUD Act; GDPR compliance via DPA and Data Privacy Framework; EU-based customers should assess cross-border transfer mechanisms

2/5

US-incorporated public company, now a subsidiary of Adobe Inc.; subject to US jurisdiction and CLOUD Act; GDPR DPA available

2/5

US-incorporated company subject to CLOUD Act; GDPR compliance via DPA and Data Privacy Framework; EU-based customers should assess cross-border transfer mechanisms

Data Retention & Training

Is your data used for model training?

Semrush: Primarily processes public web data; customer project and account data retained per privacy policy; no known use of customer data for AI model training

HeyGen: HeyGen does not train models on customer avatars or voice clones; retention settings configurable at enterprise tier; daily backups maintained

3/5

Primarily processes public web data; customer project and account data retained per privacy policy; no known use of customer data for AI model training

3/5

HeyGen does not train models on customer avatars or voice clones; retention settings configurable at enterprise tier; daily backups maintained

Certifications

ISO 27001, SOC 2, Cyber Essentials, etc.

Semrush: SOC 2 Type II certified; GDPR and CCPA compliant; no ISO 27001 publicly confirmed

HeyGen: SOC 2 Type II certified; GDPR, CCPA, and EU AI Act alignment claimed; no ISO 27001 certification confirmed

3/5

SOC 2 Type II certified; GDPR and CCPA compliant; no ISO 27001 publicly confirmed

3/5

SOC 2 Type II certified; GDPR, CCPA, and EU AI Act alignment claimed; no ISO 27001 certification confirmed

Regulatory Fit

Suitability for regulated industries and professional services

Semrush: Suitable for marketing and SEO teams across regulated industries; primary risk is account data jurisdiction rather than sensitive data processing

HeyGen: Suitable for enterprise marketing and L&D teams with standard compliance needs; synthetic media governance and consent requirements require careful policy work for regulated sectors

3/5

Suitable for marketing and SEO teams across regulated industries; primary risk is account data jurisdiction rather than sensitive data processing

3/5

Suitable for enterprise marketing and L&D teams with standard compliance needs; synthetic media governance and consent requirements require careful policy work for regulated sectors

Total Score

13/25

Best For

Semrush

Best for teams on a tight budget.

HeyGen

Best for teams that prioritise data retention & training (scores 3/5) and need a bronze-tier tool.

Detailed Comparison

HeyGen vs Semrush: Trust & Compliance Comparison

HeyGen (HeyGen, US) scores 13/25 overall with a Bronze (Moderate) trust badge. AI video generation platform with realistic avatars, voice cloning, and multilingual dubbing. Semrush (Semrush, US) scores 13/25 with a Bronze (Moderate) trust badge. AI-powered SEO and digital marketing platform for visibility, content, and competitive intelligence.

Dimension-by-Dimension Breakdown

#### Data Residency

Both score equally at 2/5.

●HeyGen (2/5): Data hosted on AWS in the US; no publicly documented EU data residency option for standard plans; DPA available for enterprise customers

●Semrush (2/5): Infrastructure spans US and EU; no dedicated per-customer data residency selection; standard DPA available for GDPR compliance

#### Legal Jurisdiction

Both score equally at 2/5.

●HeyGen (2/5): US-incorporated company subject to CLOUD Act; GDPR compliance via DPA and Data Privacy Framework; EU-based customers should assess cross-border transfer mechanisms

●Semrush (2/5): US-incorporated public company, now a subsidiary of Adobe Inc.; subject to US jurisdiction and CLOUD Act; GDPR DPA available

#### Data Retention & Training

Both score equally at 3/5.

●HeyGen (3/5): HeyGen does not train models on customer avatars or voice clones; retention settings configurable at enterprise tier; daily backups maintained

●Semrush (3/5): Primarily processes public web data; customer project and account data retained per privacy policy; no known use of customer data for AI model training

#### Certifications

Both score equally at 3/5.

●HeyGen (3/5): SOC 2 Type II certified; GDPR, CCPA, and EU AI Act alignment claimed; no ISO 27001 certification confirmed

●Semrush (3/5): SOC 2 Type II certified; GDPR and CCPA compliant; no ISO 27001 publicly confirmed

#### Regulatory Fit

Both score equally at 3/5.

●HeyGen (3/5): Suitable for enterprise marketing and L&D teams with standard compliance needs; synthetic media governance and consent requirements require careful policy work for regulated sectors

●Semrush (3/5): Suitable for marketing and SEO teams across regulated industries; primary risk is account data jurisdiction rather than sensitive data processing

Certifications at a Glance

Certification	HeyGen	Semrush
SOC 2 Type II	Yes	Yes

Overall Verdict

HeyGen and Semrush are closely matched on trust and compliance, with scores of 13/25 and 13/25 respectively. The right choice depends on your specific regulatory requirements and existing technology stack.

Frequently Asked Questions

Which is better for EU compliance, Semrush or HeyGen?

Semrush has a TrustKit score of 13/25 while HeyGen scores 13/25. Both tools are currently rated equally across data residency, legal jurisdiction, data retention, certifications, and regulatory fit.

How do Semrush and HeyGen compare on data residency?

Semrush scores 2/5 for data residency (Infrastructure spans US and EU; no dedicated per-customer data residency selection; standard DPA available for GDPR compliance), while HeyGen scores 2/5 (Data hosted on AWS in the US; no publicly documented EU data residency option for standard plans; DPA available for enterprise customers).

Are Semrush and HeyGen GDPR compliant?

Both tools are assessed across five compliance dimensions. Semrush has a regulatory fit score of 3/5 and HeyGen scores 3/5. Check the full comparison above for a detailed breakdown.

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