Semrush released a new AI vs SEO Comparison tool in 2025. The tool lets brands measure their visibility across traditional search engines and AI-powered platforms at once. It marks one of the first comprehensive solutions of its kind.
What the New Tool Offers
The AI vs SEO Comparison capability allows marketers to view side-by-side trends. On one axis is Google organic rankings and traditional SEO performance. On the other is AI search visibility , how often a brand appears in AI summaries, large language model (LLM) results, and AI-powered search surfaces.
Marketers can compare prompt-based responses vs keyword-based rankings. The comparison covers share of voice, market position, and performance gaps across both search modes.
The unified view addresses a growing problem: SEO alone no longer tells the full story. With AI search growing rapidly, many brands face visibility gaps , ranking well on Google but missing out on AI referrals and AI-driven traffic.
Why This Matters: The Rise of AI Search & Changing Traffic Patterns
AI search adoption is surging. More users now rely on AI assistants, chatbots, and LLM-powered tools. As AI becomes a common entry point to the web, content that ranks well only in traditional SERPs risks being overlooked.
The new Semrush tool gives publishers a chance to see those patterns early. Brands can detect if they have strong organic rank but weak AI visibility. With that insight, they can adapt strategy , rewriting or optimizing content for both modes of discovery.
The Case for Rewriting and Updating Content Now
In this evolving search landscape, rewriting and refreshing content is a critical strategy. Updated articles with clean structure, rich metadata, and clear value have a better shot at being surfaced by both Google and AI platforms. That is why many businesses are now focusing on improving ranking by rewriting old contents.
Rewriting content also helps fix outdated information, improve readability, ensure compliance with structured data standards, and meet evolving user expectations. That process increases the likelihood of traffic from both traditional and AI sources.
What Website Owners Should Do Right Away
- Run a full content audit. Identify high-value pages that may not perform well in AI rankings.
- Rewrite old content to improve clarity, metadata, structure, and freshness.
- Add or update schema markup to ensure AI tools correctly interpret content.
- Use the Semrush AI vs SEO Comparison tool to benchmark performance across both AI and classic search.
- Monitor referral traffic for differences between traditional and AI-driven sources, adapt accordingly.
Anatolii Ulitovskyi, CEO at UNmiss says:
“The introduction of Semrush’s AI vs SEO Comparison is timely. In early tests some brands saw 23 % of their traffic come from AI referrals while maintaining stable Google rankings. That split shows the importance of dual-channel optimization. Rewriting and updating content is no longer optional. It is the key to staying visible and competitive in a hybrid search ecosystem.”