Purchasers are asking questions companies couldn’t reply a 12 months in the past: Are we exhibiting up in ChatGPT? Did AI Overviews kill our visitors? Are your advertising methods nonetheless working?
How do you retain delivering outcomes and show your affect when the panorama adjustments weekly?
As an company, it is a massive problem. How do you retain delivering outcomes and show your affect when the panorama adjustments weekly?
Under, 4 companies share how they’re utilizing Semrush to trace AI visibility, show ROI to purchasers, and switch AI search into an actual progress channel.
The companies doing this effectively aren’t constructing a separate AI apply. They’re extending what they already learn about web optimization into a brand new layer of search.
Earned Media Australia: Placing collectively the “AI Funnel” from Visibility to Leads
- Company: Earned Media Australia
- Purchasers embody: International SaaS, universities, well being dietary supplements, ecommerce sellers
- Focus: Evolution of reporting and revealing the AI funnel
- Instruments used: Place Monitoring, Natural Rankings, My Reviews
The best possible factor that actually helps my purchasers out of Semrush proper now, is our capability to make use of the Place Monitoring instrument to get an understanding of AI overview proportion throughout queries, after which proportion of occasions that the shopper truly seems in these AI overviews.
Educating and Reporting the AI Funnel
Earned Media Australia experiences on the complete AI funnel, from high-level visibility metrics to AI referral visitors and conversions, utilizing Semrush’s Place Monitoring and My Reviews.
David maintains shopper communication with a month-to-month AI digest overlaying latest business information and adjustments. This retains his purchasers knowledgeable and builds belief within the company.
To trace the AI funnel with Semrush, the workforce breaks it down into three ranges:
Prime of the Funnel
Exhibiting high-level metrics like AI Visibility, Mentions and Citations show the model is within the normal “consideration set” and has the flexibility to get cited and beneficial by AI.
Visible Proof to Paint the Image
Monitoring a focused set of prompts for every shopper, and exhibiting screenshots of LLM responses the place the model is beneficial proper within the response.
This connects the dots for the shopper. As an alternative of seeing AI visibility as an summary metric, they see their model beneficial in an actual AI response.
Backside of the Funnel
To tie all of it collectively they use AI Referral Site visitors knowledge to point out precise clicks and conversions from platforms like ChatGPT and Perplexity.
With Semrush’s My Reviews instrument, it is as simple as connecting Google Analytics and dragging the suitable widget into the PDF builder.
Name it the “AI Funnel.” You’re seen in AI, and now you’re getting the clicks.
Additional studying: Create an web optimization + AI Search Advertising Report
Certain Oak: Gaining Company Leads Via AI Visibility
- Company: Certain Oak
- Purchasers embody: SaaS, monetary companies, B2B expertise, training
- Focus: Constructing company authority to promote AI companies.
- Instruments used: Natural Rankings, AI Visibility Toolkit, Looker Studio (for customized reporting)
Certain Oak grew to become their very own proof of idea by boosting their look in AI Overviews (+286%) and ChatGPT referral visits (41%). After this, 40% of all new leads for the company come from their AI visibility.
All through 2025, as they appeared in additional AI-powered searches, the leads began to come back in. Finally, her workforce sees optimizing for AI search as an built-in addition to web optimization, and never a separate service.
AI search optimization is part of each web optimization engagement we ship. We carry out auditing, reporting, consulting, content material optimization, and quotation constructing for our month-to-month retainer purchasers, but in addition supply one-off tasks, resembling an AISO (AI search optimization) audit if wanted. We really feel [SEO and AI Visibility] have to be built-in to achieve success.
Observe: AI search optimization goes by a number of names within the business—AEO, GEO, AISO—and there is not any consensus but on which sticks. We’re utilizing them interchangeably right here to mirror how practitioners truly discuss this work.
Beginning with Rising the Company’s Visibility in AI Overviews
Earlier than promoting AEO (reply engine optimization) or GEO to purchasers, Andrea Schultz from Certain Oak optimized her personal company’s presence in AI outcomes.
For key search phrases like “successful saas search engine optimisation,” Certain Oak appeared as a high supply. As soon as they’d their proof of idea, it was simple to duplicate the success for purchasers.
Andrea’s technique was grounded in web optimization fundamentals, however with an emphasis on making content material simply parseable by AI methods.
- Creating high-quality, topic-cluster content material that solves whole person questions
- Including TOCs (desk of contents) and key takeaways for AI-friendly readability
- Implementing schema wherever attainable
- Guaranteeing correct HTML tagging and heading structure
To showcase outcomes to their purchasers, Andrea likes to make use of the AI Share of Voice line graph from the Model Efficiency experiences:
With Semrush Natural Rankings, we are able to pull the prompts and variety of appearances for a shopper’s web site inside Google’s AI Overviews. Over time, we then analyze the place new visibility has been gained, together with the pattern of total publicity inside Google’s AI Overviews.
Inside the AI Visibility Toolkit, we dive deeper into share of voice on LLMs, sentiment, and alternatives to see the place we stand in opposition to rivals. We discover the place they’re cited, and the place we will not be to realize extra model mentions and citations.
After they optimize for each conventional and AI search collectively, the outcomes compound. For his or her cybersecurity shopper, this led to a 137% YoY improve in conversions together with 1,118% improve in AI referral visitors and 39% improve in natural visitors.
Activate Digital Media: Fixing Content material Gaps On Conventional and AI Search
- Company: Activate Digital Media
- Purchasers embody: House companies, auto sellers, finance, healthcare
- Focus: Content material technique that wins on all discovery channels
- Instruments used: Model Efficiency, AI Visibility Toolkit
Most SEOs assume you construct conventional search rankings first, then optimize for AI visibility second.
Jonathan Banks flipped that playbook.
His workforce makes use of Semrush’s AI Visibility Toolkit to seek out the matters the place rivals are being cited in ChatGPT and Google AI Overviews, however his purchasers should not.
These gaps quickly turn into content material plans to win on each visibility layers—conventional and AI search.
We use Semrush to determine subject gaps, entity gaps, and over-reliance on single key phrases. Then, we validate whether or not content material is in-built a means that helps AI summaries, reply extraction, and entity affiliation. With out that visibility layer, AI web optimization turns into guesswork. Semrush provides us a structured approach to make it repeatable.
Their story is proof that AI visibility gaps can reveal high-value web optimization alternatives rivals are lacking.
Content material Hole Evaluation that Works for Each web optimization and AI Visibility
Right here’s how Activate Digital Media executed their content material hole technique for his or her residence companies shopper, Dryer Vent Wizard.
With Semrush’s AI Visibility Toolkit, they recognized frequent dryer error code queries folks requested AI about.
After they opened the Model Efficiency report, it confirmed a listing of related AI prompts associated to their enterprise. What stood out?
There was one query a few very particular dryer error code the place the competitors was talked about, however Dryer Vent Wizard wasn’t.
They created a complete information, localized it throughout 100+ Dryer Vent Wizard areas, and every location now ranks regionally for error codes.
After working with Activate Digital Media, the shopper’s natural visitors doubled and now 10% of all franchise leads come from AI visibility.
The Shopper Schooling Problem
The largest hurdle? Expectation-setting. AI visibility breaks the outdated “one web page, one key phrase” mannequin.
Jonathan helps his purchasers perceive three key shifts:
- Authority beats frequency
- Fewer, higher pages usually outperform dozens of skinny web optimization pages
- AI methods reward consistency, construction, depth, and mentions—not hacks
Semrush helps us bridge that hole as a result of we are able to present the info, not simply clarify the idea. It provides credibility to conversations that might in any other case sound summary.
When reporting, they construct a story from a number of viewpoints: key phrase monitoring to observe AI Overview volatility, content material audits to flag pages AI ignores, and aggressive evaluation exhibiting who AI methods constantly cite.
Coalition Applied sciences: Rescuing Model Sentiment in AI Summaries
- Company: Coalition Applied sciences
- Purchasers embody: Eating places, Military surplus gear, area of interest ecommerce outlets
- Focus: Repute administration and knowledge accuracy.
- Instruments used: Model Efficiency, AI Visibility Toolkit.
After reviewing how their purchasers had been represented in AI solutions, Jordan Brannon’s workforce instantly noticed AI hallucinations and outdated information.
And with the Aggressive Notion chart in Semrush’s AI Visibility toolkit, that false impression was measurable.
Their Military Surplus World shopper sells surplus navy gear like sleeping baggage and heavy jackets to the general public.
The gear is all high-quality and unused, however in a number of cases, ChatGPT was calling the merchandise “outdated expertise.”
Fixing Model Sentiment and Misrepresentations
Coalition Applied sciences refreshed messaging on their shopper’s homepage, about web page, and social profiles to appropriate ChatGPT’s misrepresentation of their merchandise as ‘outdated expertise.
The model visibility and sentiment rating assist us perceive the place there’s an issue. Wanting on the prompts that we’re truly rating for. We’re capable of ask ourselves ‘what’s an actionable step we are able to take from right here?’
To assault this difficulty, his workforce examined the best way they phrase content material and refreshed messaging throughout key areas.
We’ve actually seen AIs and LLMs put a much bigger emphasis on very clearly worded, very straight phrased content material linked to the prompts… We needed to refresh messaging on the about web page, homepage, and social profiles to steer these responses again towards accuracy.
Coalition Applied sciences is aware of that LLMs will see a model as an “entity” represented throughout the online (together with social media and third social gathering publishers), and never simply the official web site. So the repair is greater than by yourself web site.
With their updates to on-site and off-site messaging, they had been capable of improve AI referral visitors by 429%.
This similar shopper noticed a 547% raise in conversions over that very same time.
Sensible Takeaways for Your Company
These companies don’t deal with AI visibility as a separate standalone service. It is an evolution of what they already do with web optimization, utilized to a different layer.
This is what you may take away in your personal company workflow:
- Join the dots of the AI funnel reporting: Use Semrush’s Place Monitoring to point out AI Overview appearances, the AI Visibility Toolkit for point out and quotation knowledge, and My Reviews with Google Analytics 4 (GA4) widgets for AI referral visitors. Mix them in a single shopper report to point out the complete image
- Show your case with your personal company: Arrange AI visibility monitoring in your personal area earlier than pitching it to purchasers. When you may present prospects that you have boosted your personal AI Overview appearances by 286% and that 40% of your new leads now come from AI visibility, you have constructed prompt credibility earlier than the pitch even begins.
- Leverage AI Visibility gaps as content material alternatives: Discover matters the place rivals are cited however you’re not, and construct content material to shut the hole and win on each conventional search and AI.
- Monitor sentiment to guard repute: Use the Notion report in Semrush’s AI Visibility Toolkit to assessment Aggressive Notion and Key Sentiment Drivers weekly. Catch misrepresentations earlier than they value you purchasers.
Prepared so as to add AI visibility to your company’s companies?
