Semrush launches a framework for measuring brand visibility in AI search as the old SEO playbook breaks down

Semrush's launch of a framework for measuring brand visibility in AI search, introducing "Agentic Search Optimisation" as a new discipline, marks a significant shift in the way brands approach search engine optimization. This framework is designed to help brands measure their presence across AI-generated answers, traditional search, and autonomous AI agents, leveraging data from 213 million sources. For website owners, this means that the traditional SEO playbook is no longer sufficient, and a new approach is needed to ensure visibility in AI-driven search results. With AI-generated content and autonomous AI agents becoming increasingly prevalent, website owners must adapt their strategies to account for these new factors. This may involve optimizing content for AI-generated answers, as well as ensuring that their brand is accurately represented across various AI-powered platforms. To stay ahead, website owners should take the following actionable steps: first, monitor AI bot traffic to their site using tools like llms.txt to understand how AI agents are interacting with their content; second, optimize their content for AI-generated answers by using natural language and providing clear, concise information; and third, utilize Semrush's Brand Visibility Framework to measure and improve their brand's presence across AI-driven search results.