With Google’s regular updates and introduction of AI additions to the SERPs, creating meaningful, actionable and valid data insights remains a formidable challenge. The massive Google leak that occurred shortly after our interview could make it even more complex.
Semrush is one of the most popular SEO tools on the market and has been busy creating more features that expand its reach beyond search engine optimization. We spoke with Marcus Tober, SVP Enterprise Solutions, at Semrush about the challenges big companies face for data analytics and how AI will help SEO professionals.
The addition of AI to search results creates a new dynamic that can make it difficult to track visibility. Additionally, having your content appear in AI-generated results can remove traffic that would otherwise have gone to your sites.
This is creating a shift as digital marketing goes beyond traditional SERP visibility and requires SEO professionals to adopt tools to improve online presence on platforms like Tiktok, YouTube, Facebook and LinkedIn.
Interview with: Interview with: Marcus Tober
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1. How does Semrush track Google’s endless stream of AI additions to the SERPs? How are you monitoring these changes and how do they feed into your systems?
Our company uses advanced tools like Semrush tracking and position sensor to monitor Google AI additions to SERPs. For example, we track AI overviews to see when and how our clients’ sites appear. Position tracking allows us to monitor site visibility for specific keywords, while Sensor tracks the frequency of general AI views across sectors. This data is seamlessly integrated into our systems, ensuring that our SEO strategies are always up-to-date and optimized for maximum visibility and impact.
2. What convinced Semrush to add another more expensive plan to their portfolio? How does this movement reflect what is happening in research?
We have developed the Semrush Company platform to serve the needs of large enterprises that often require extensive data analysis and pattern recognition, which is complex and time-consuming due to their diverse teams.
Built from the ground up over the past two years, the platform is specifically designed for large-scale businesses to improve their digital marketing operations, productivity and online visibility. Automation and intelligent insights save valuable time, making it easier to get stakeholder buy-in with the right data visualization and reporting.
Our platform enables users to quickly generate and share visually stunning dashboards, facilitating faster decision-making and improved efficiency. This strategic move reflects the growing demand for comprehensive and efficient data solutions in today’s evolving search landscape. It also emphasizes the critical importance of speed, accuracy and actionable information in optimizing SEO strategies.
3. With the rise of AI and services like SEP (Semrush Enterprise Platform), how do you see the role of the SEO professional evolving and what is the end game?
Similar to its impact on other industries, AI will alter the role of the SEO professional, shifting their focus to more strategic and analytical work. AI excels at handling routine administrative tasks such as data analysis and pattern recognition, freeing professionals to focus on interpreting insights, refining strategies and capitalizing on emerging trends.
The ultimate goal is to foster a symbiotic relationship between AI and human expertise, empowering SEO professionals to use AI-powered tools to inform and improve their decision-making processes, achieving even more effective and efficient results .
4. I noticed that SEP includes a marketplace for SEO freelancers. Can you tell us more about it and how it works?
Our Semrush Enterprise platform offers a network of on-demand SEO experts and professional support. With just one click, clients can access the best SEO talent for one-off projects or work-in-progress directly on the platform. By eliminating verification and administrative processes, users can receive strategic guidance and tailored solutions in areas such as mobile, local or technical SEO, ensuring their strategies are optimized for maximum impact and success.
5. What does SEP bring to the table that allows SEO professionals to expand their visibility beyond traditional SERPs to, say, Tiktok, Youtube, Facebook, Linkedin and other proprietary platforms?
The Semrush Enterprise platform is built on a scalable data management system, allowing customers to supplement Semrush data with various third-party and customer-related sources. Sources such as multiple Analytics platforms or YouTube can be easily integrated, allowing for a centralized view of performance metrics across multiple channels.
These insights are complemented by competitive intelligence tools, which allow users to analyze competitors’ strategies and refine their own approaches accordingly. The platform also includes a suite of content marketing tools for custom content creation, social media management for post scheduling and engagement tracking, and specialized video optimization tools for platforms such as YouTube, which ensure maximum online visibility beyond traditional SERP pages.
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