With Google’s regular updates and introduction of AI additions to its SERPs, creating meaningful, actionable and valid data insights remains a challenge – a challenge that may be further compounded by the massive Google leak that occurred shortly after the interview.
Semrush is one of the most popular SEO tools on the market and is working to build features that expand its reach beyond search engine optimization. We spoke with Marcus Tober, SVP of Enterprise Solutions at Semrush, about the challenges large enterprises face with data analysis and how AI can help SEO practitioners.
The addition of AI to search results creates new dynamics that can make visibility difficult to track, and when your content appears in AI-generated results, it can potentially take away traffic that would otherwise be driven to your site.
This is creating a shift as digital marketing goes beyond traditional SERP visibility and SEO experts need to adopt tools to enhance online presence across platforms like Tiktok, YouTube, Facebook, LinkedIn, and more.
1. How does Semrush keep track of the flow of Google AI additions to the SERPs? How do you monitor these changes and how do you incorporate them into your system?
We employ advanced tools like Semrush's Position Tracking and Sensor to monitor AI additions to Google's SERPs. For example, we track AI summaries to see how and when our client's sites are featured. Position Tracking allows us to monitor a site's visibility for specific keywords, while Sensor allows us to track the frequency of AI summaries across various industries. This data is seamlessly integrated into our system so that our SEO strategies are always up to date and optimized for maximum visibility and effectiveness.
2. Why did Semrush decide to add more expensive plans to its portfolio, and how does this move reflect what’s happening in search?
We developed the Semrush Enterprise platform to cater to the needs of large businesses with diverse teams that often require extensive data analysis and pattern recognition, which can be complex and time-consuming.
Built from the ground up over the last two years, the platform is specifically designed to improve digital marketing operations, productivity and online visibility for large enterprises. Automation and smart insights save valuable time, while proper data visualization and reporting make it easier to get stakeholder buy-in.
Our platform enables users to quickly generate and share visually striking dashboards, driving faster decision-making and increased efficiency. This strategic move reflects the growing demand for comprehensive and efficient data solutions in today's evolving search environment. It also highlights the importance of speed, accuracy and actionable insights in optimizing SEO strategies.
We believe Semrush Enterprise is one of the biggest innovations in the SEO space in the last decade, aiming to improve results and productivity for growth marketers and SEO managers by 10x or more.
3. With the rise of AI and services like SEP (Semrush Enterprise Platform), how do you think the role of an SEO professional will evolve and what will be their ultimate goal?
Similar to its impact on other industries, AI will change the role of the SEO professional, shifting the focus to more strategic and analytical work. AI is better at handling mundane administrative tasks like data analysis and pattern recognition, allowing 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-driven tools to inform and enhance their decision-making process to achieve more effective and efficient results.
4. I noticed that SEP includes a marketplace for SEO freelancers. Can you tell me more about this and how it works?
The Semrush Enterprise platform offers a curated network of on-demand SEO experts and professional support. With just a click, customers can access top SEO talent for one-off projects or ongoing engagements directly within the platform. By eliminating the vetting and management process, users receive strategic guidance and customized solutions in areas such as mobile, local, and technical SEO to optimize their strategies for maximum impact and success.
5. What does SEP bring to the table in enabling SEO professionals to expand visibility beyond traditional SERPs and into unique platforms such as TikTok, Youtube, Facebook, Linkedin, etc?
The Semrush Enterprise platform is built on a scalable data management system that allows customers to supplement their Semrush data with a variety of third-party and customer-related sources. Easily integrate with various Analytics platforms and sources such as Youtube, allowing for a centralized view of performance metrics across multiple channels.
These insights are complemented by competitive intelligence tools, allowing users to analyze competitors' strategies and refine their own approach accordingly. The platform also features a content marketing toolkit for customized content creation, social media management for post scheduling and engagement tracking, and specialized video optimization tools for platforms like YouTube to maximise online visibility beyond traditional SERP pages.