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LG Innovates in Response to AI and Search Environment Shifts
LG Electronics (LG) partnered with Semrush Enterprise to stay ahead in a quickly evolving search environment.
TABLE OF CONTENTS
The Challenge: Complex, Changing Search Landscape
As a global name in consumer electronics, LG faces an increasingly complicated digital and competitive landscape. For LG, maintaining visibility and relevance in search requires a truly enterprise-grade approach.
Looking to focus on growing visibility in their key US and EU markets, the team faced several key challenges:
- Visibility in Google’s changing environment: Algorithmic shifts and increasing AI search features limited visibility and required a fundamental shift in LG’s visibility strategy.
- Complex reporting needs: LG needed highly customizable reports tailored to the nuances of business units and regional markets.
- Competitive intelligence at scale: To protect and grow LG’s SERP market share in the US and Europe, LG needed competitive insights and strategies.
The Solution: Centralization with Robust Competitive Intelligence
Semrush Enterprise provided LG with a single, scalable platform that met their complex needs:
- Unified data and reporting: Advanced reporting tools meant LG’s global teams could tailor their own fully customizable, automated reports for faster, data-backed decisions.
- Competitive intelligence: Using competitor insights, LG could find opportunities and adjust its strategies, from keyword targeting and backlink profiles, to content marketing efforts.
- Scalable content: LG analyzed and quantified their content quality according to target keywords, before utilizing the built-in AI content tools to quickly adapt and apply improvements. This enabled rapid optimization and drove improvement in content quality.
“With Semrush Enterprise, LG unified previously scattered data into seamless reports that enabled our teams to quickly identify solutions, act, and measure impact.
In particular, we’ve been able to better sense the rapidly changing search market, fluctuations from AI, and Google algorithm changes.”
Mr Kwangho Kim, Vice President, LG Electronics (MS Marketing Communications Division)
The Results: Real-Time Edge and Proactivity Against AI Shifts
Through Semrush Enterprise, LG was able to build reports and leverage insights that transformed its search efforts into a unified, data-driven growth strategy. With teams now acting on a single data source, they could identify and solve issues, while clearly seeing new opportunities presented by this new search ecosystem.
The competitive analysis tools then enabled LG to systematically create and optimize their content based on opportunities that would yield the best results. This enabled the team to increase rankings across all major keywords with high search volume and close the competitive gap between LG and other retailers.
As the digital landscape continues to evolve, LG stays ahead of the curve leading the market with a unified, future-thinking approach to digital marketing.
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