As artificial intelligence transforms the digital landscape, traditional search engine optimization (SEO) practices are facing a significant overhaul. Semrush, a leading SEO and digital marketing platform, has responded to this shift by launching a new Brand Visibility Framework designed to measure and optimize brand presence in AI-powered search environments.
Introducing Agentic Search Optimisation
The framework, unveiled at Adobe Summit, introduces a novel discipline called Agentic Search Optimisation. This approach focuses on how brands are represented in AI-generated answers, traditional search results, and autonomous AI agents—marking a departure from conventional SEO tactics that once centered solely on keyword rankings and click-through rates.
Semrush’s initiative is grounded in insights from 213 million LLM prompts, offering a data-driven lens into how AI systems process and present information. This approach is particularly relevant as organic click-through rates have dropped by 61% for queries that feature AI Overviews, signaling a fundamental change in how users interact with search results.
Implications for Brands and Marketers
The shift toward AI-driven search presents both challenges and opportunities for brands. As AI agents become more prevalent in answering user queries, the visibility of brands within these systems is no longer guaranteed by traditional SEO methods. Semrush’s framework aims to help marketers understand and optimize their presence across these evolving platforms.
By tracking brand mentions, sentiment, and relevance in AI-generated content, companies can better anticipate how their brand is perceived and represented in an AI-first search ecosystem. This evolution underscores the need for marketers to adapt their strategies to align with the growing influence of AI in digital discovery.
Looking Ahead
With AI search tools becoming increasingly sophisticated, the ability to measure and manage brand visibility in these environments will become a critical differentiator for businesses. Semrush’s Brand Visibility Framework is a timely response to this challenge, equipping marketers with the tools to navigate the complexities of AI-driven search and maintain relevance in an evolving digital landscape.
