With regular Google updates and the introduction of AI additions to the SERPs, creating meaningful, actionable and valid insights remains a formidable challenge. The massive Google leak that occurred shortly after our interview could make things even more complicated.
Semrush is one of the most popular SEO tools in the market and has been busy creating more features that expand its reach beyond search engine optimization. We spoke with Marcus Tober, Senior Vice President of Enterprise Solutions, at Semrush about the challenges large businesses face in data analysis and how AI will help SEO practitioners.
AI additions to search results create a new dynamic that can make viewability harder to track. Additionally, surfacing content in AI-generated results can remove traffic that might otherwise have been directed to sites.
This is creating a shift as digital marketing goes beyond traditional SERP visibility, forcing SEO professionals to adopt tools to improve online presence on platforms like Tiktok, YoutubeFacebook and LinkedIn.
1. How does Semrush keep up with the endless stream of Google AI additions to the SERPs? How do you monitor these changes and how do they impact your systems?
Our company uses advanced tools like Location Tracking and Semrush Sensor to monitor Google AI additions to SERPs. For example, we track AI insights to see when and how our clients’ sites are presented. Location Tracking allows us to monitor site visibility for specific keywords, while Sensor tracks the frequency of AI insights across various industries. This data is seamlessly integrated into our systems, ensuring 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 its portfolio? How does this development reflect what is happening in research?
We developed the Semrush Company to meet the needs of large enterprises that often require in-depth data analysis and pattern recognition, which is complex and time-consuming due to the diversity of their teams.
Built from the ground up over the past two years, the platform is specifically designed for large businesses to improve their digital marketing operations, productivity and online visibility. Automation and intelligent insights save valuable time, making it easier to gain stakeholder buy-in through data visualization and appropriate reporting.
Our platform allows users to quickly generate and share visually impressive 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 research landscape. It also highlights the crucial importance of speed, accuracy, and actionable insights in optimizing SEO strategies.
We believe Semrush Enterprise is one of the biggest points of innovation in SEO over the last decade and seeks to more than tenfold increase the output and productivity of growth marketers and SEO managers. SEO.
3. With the rise of AI and services like SEP (Semrush Enterprise Platform), how do you see the role of the SEO practitioner evolving and what is the end result?
Similar to its impact on other industries, AI will change the role of the SEO practitioner, reorienting them towards more strategic and analytical work. AI excels at handling routine administrative tasks such as data analysis and pattern recognition, allowing practitioners to focus on interpreting information, refining strategies and taking advantage of emerging trends .
The ultimate goal is to foster a symbiotic relationship between AI and human expertise, enabling SEO professionals to use AI-powered tools to inform and improve their decision-making processes, achieving even better results. effective and efficient.
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 curated network of on-demand SEO experts and professional support. With a single click, clients can access top SEO talent for one-off projects or ongoing work directly within the platform. By eliminating verification and administrative processes, users can receive strategic advice 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 provide that allows SEO professionals to extend their visibility beyond traditional SERPs, for example on Tiktok, Youtube, Facebook, Linkedin and other proprietary platforms?
The Semrush Enterprise platform is built on a scalable data management system, which allows customers to supplement Semrush data with various third-party and customer-related sources. Sources such as various Analytics or Youtube platforms can easily be integrated, allowing a centralized view of performance metrics across multiple channels.
This information is complemented by competitive intelligence tools, allowing users to analyze competitors’ strategies and refine their own approaches accordingly. The platform also offers a content marketing toolkit for creating tailored content, social media management for scheduling posts and tracking engagement, and specialized video optimization tools for platforms like YouTube, ensuring maximum online visibility beyond traditional SERP pages.
