Global visibility management platform Semrush has introduced a new offering named Semrush One, aimed at helping marketers navigate the evolving landscape of search that now includes both traditional engines and AI-powered discovery systems.
The product announcement outlines how Semrush One brings together legacy SEO data such as keyword databases and backlink analytics with recently developed tools for tracking how brands appear within generative-AI engines, chatbot-based search and other large language model (LLM) environments.
According to Semrush, the platform’s dataset spans 142 keyword databases, more than 808 million domains and trillions of backlinks. It also incorporates what the company describes as one of the largest AI visibility datasets, with 90 million prompts and growing daily. These combined capabilities are designed to give brands a unified view of “how they show up in every moment of discovery.”
Semrush emphasises that the shift in search behaviour, accelerated by the increasing prominence of LLMs and AI-based interfaces, is turning brand visibility into a board-room level issue rather than a purely technical one. The company notes that while search engine optimisation remains foundational, visibility within AI discovery systems is becoming a key differentiator.
In internal testing prior to launch, Semrush reports that it increased its own “AI share of voice” from 13 per cent in July 2025 to 32 per cent in August after implementing the new platform. Non-branded query share reportedly improved from 40 per cent to 50 per cent in the same period. These gains suggest that visibility movements within AI-driven search cycles may occur faster than traditional SEO shifts.
Semrush One is available in three tiers: Starter, Pro+ and Advanced. The Starter tier offers entry-level SEO capabilities along with AI-visibility tracking, prompts, keywords tracking, competitor insights and an AI-ready site audit. Pro+ extends functionality with historical data, multi-location and device tracking, while Advanced is tailored for enterprise needs and includes features such as API access and advanced automation. An additional enterprise solution called “AI Optimisation” is designed for organisations requiring model-level control and customisable prompts.
While the company presents the platform as suitable for all team sizes and business needs, it notes that the entry price begins at $165 per month when billed annually. This cost may present a barrier for smaller firms or startups with limited budgets.
Analysts say this launch reflects a broader trend in the marketing technology sector where tools are being adapted to recognise the convergence of SEO and AI-driven discovery. As search mediums diversify, including chatbots, voice assistants and specialised AI query engines, brands are gradually realising that optimisation strategies must extend beyond conventional web search.
For marketers the key implication is the need to monitor not only ranking within search engines like Google but also presence, perception and sentiment within AI-driven contexts. Semrush One seeks to help marketers address this by combining visibility tracking, prompts and competitive insights in one platform rather than relying on multiple specialised tools.
However, the product announcement also raises questions around real-world performance across different industry segments, content types and competitive landscapes. Semrush acknowledges that while its own testing generated significant visibility gains, the deployment externally may encounter variables such as model behaviour, domain authority, content freshness and data governance.
Another consideration for marketers is cost-effectiveness. While large brands may derive value from the unified platform and expansive data sets, smaller digital businesses may need to weigh the additional investment against the incremental visibility gains, especially in highly saturated or niche verticals.
On execution, the success of tools such as Semrush One will depend in part on how organisations integrate the intelligence into their marketing operations: aligning SEO and content teams with AI-monitoring functions, defining new KPIs for discovery beyond clicks, and developing processes that respond to faster-moving visibility cycles.
Overall, the launch of Semrush One marks a significant update in the marketing technology ecosystem as companies strive to stay visible in an era where discovery is no longer limited to familiar search engines. As AI-powered interfaces become more prevalent, platforms that unify traditional and emerging visibility tools may become increasingly important for brands seeking to maintain competitive advantage.