Semrush Raised Our Share of Voice by +146% with AIO

In July 2025, both of our AI SEO products AI Visibility Toolkit (formerly AI Toolkit) and Enterprise AI Optimization (AIO), had launched and were seeing rapid uptake in the market.

However, our diverse brand signals and content that spanned across SEO and wider digital marketing channels made it difficult to build AI visibility with precision. Ironically, our 2 AI search products weren’t showing up in AI responses.

After setting up tracking in AIO, our suspicions were confirmed: these products were lagging behind competitors in ChatGPT, with both glaringly missing in responses to some high-intent prompts.

We expected it would take some time to cut through, but this challenge was made more complex by AI search channel factors:

Our team had the experience and strategy. But as a global company with thousands of blog articles, product pages, and third-party content placements, we needed a scalable platform that we could centralize our tracking and activities within.

AIO provided the end-to-end capabilities to do just that.

First, we needed to reconfigure the metrics we were targeting to measure our competitive positioning, visibility, whether our brand gets mentioned at all for target prompts, as well as share of voice.

AIO allowed us to do this effortlessly. We could go several steps further and understand our positioning when we do get mentioned, alongside the rate of queries, so how often this prompt takes place, where we are mentioned, if we are mentioned, and whether we are.

After establishing our core metrics and goals, we shifted to research mode. We needed to define a holistic set of prompts that covered broader informational AI SEO topics (e.g. how-tos and the like), through to high-intent queries about specific product capabilities.

First up, we used AIO’s Prompt Generation automation to create a wider library of the informational prompts, refining these by comparing to our existing long-tail SEO keywords.

Then we shifted gears by adding a selection of must-have, bottom-of-funnel prompts, with the custom prompt tracking capabilities. These were vital, showcasing where we needed to maximize our visibility and helping to benchmark with competitors in our market.

With our metrics defined and prompts selected, we could now compare our baseline performance directly alongside key competitors. This allowed us to find where competitors were outperforming us and use these insights to prioritize prompts to target.

With the ability to zoom into sentiment and see our positioning within industry topics, we were able to supplement briefs for our prioritized prompts with additional messaging guidance. This helped us to create more differentiated content that reinforced our brand narrative.

From here we used the content analysis to audit our existing content and find existing articles where we could naturally embed product information.

For example, we had a post about how to get LLMs to mention your brand that we were able to update to include some Enterprise AIO features. This was a natural introduction to our tool as the solution for tracking mentions. The key here was focusing on content that already discussed problems we solve.

AIO also allowed us to detect impactful external placements and prioritize update opportunities. This saw us refining brand or product narratives across common sources like Wikipedia, Reddit, Quora, and leading industry domains like Backlinko.

Unlike usual SEO timelines of weeks or months, we saw measurable shifts in days, or even hours. Both AIO and the AI Toolkit were gaining visibility and the Semrush brand as a whole was being associated with AI search queries at a much higher rate.

Weeks later, we were looking at a very different story. Semrush was comfortably leading in Share of Voice for our set of prompts.

Brands can’t rest on past SEO success as AI search grows, and search as a whole expands. Our past rankings for digital marketing topics actually acted as a barrier to AI visibility, as training data and existing signals mean that models associated Semrush with other channels.

Through a targeted approach, empowered by AIO, we defined a library of key prompts, benchmarks, and a content optimization roadmap. In weeks we grew our Share of Voice to market-leading levels, which flowed onto higher visibility for our 2 new products; AIO and AI Toolkit.

If your brand has been hesitating, now’s the time to move into AI SEO and start optimizing your presence. The first-mover advantage is narrowing fast.