Adobe is approaching a $1.9 billion acquisition of Semrush, a SaaS platform that provides tools for search engine optimization, content marketing, and competitive analysis, according to the Wall Street Journal.

The potential deal represents Adobe’s strategy to expand in the digital marketing space. Semrush helps businesses improve their online visibility through its software solutions.

Adobe specializes in creative, document, and digital experience solutions, including tools for design, video editing, and marketing analytics. The acquisition would add Semrush’s competitive analysis and SEO capabilities to Adobe’s existing portfolio of marketing tools.