Published on April 20, 2026
Semrush has unveiled its Brand Visibility Framework during the Adobe Summit. This initiative aims to redefine how brands measure their online presence amid the turmoil in the SEO landscape.
As organic click-through rates plummet, with a staggering 61% drop on queries featuring AI Overviews, the traditional SEO playbook is losing its effectiveness. Semrush’s framework introduces “Agentic Search Optimisation,” which focuses on assessing visibility across AI-generated results, classic search, and autonomous AI agents.
The framework is based on analysis of 213 million prompts to large language models (LLMs), revealing a need for brands to adapt their strategies. This approach provides insights into how AI can influence consumer engagement, rethinking the metrics that matter.
The consequences of this shift are significant. Brands that fail to adapt risk losing visibility in an increasingly AI-driven landscape, while those that embrace new methodologies may gain a competitive edge in reaching their audiences.
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