Uncensored CMO Is AI killing SEO? Semrush Spotlight with Andrew Warden
64 snips
Dec 15, 2025 
Andrew Warden, CMO of Semrush and a digital visibility expert, dives into how AI is revolutionizing search and SEO. He debunks the myth that SEO is dead, emphasizing the need for marketers to adapt their strategies across platforms like YouTube and Reddit. Warden reveals surprising insights from the AI Visibility Index and discusses the changing role of creators in this new landscape. He stresses the importance of speed and experimentation, urging CMOs to embrace 'fail fast' to stay relevant in the fast-evolving world of AI.
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Freshness Now Trumps 'Set-and-Forget' Content
- LLMs make organic behave more like paid: freshness and cadence matter much more now.
- Brands must publish faster and iterate, because AI visibility can change quickly and reward recency.
AI Treats Verticals Very Differently
- Different AI models and verticals treat queries idiosyncratically, so outcomes vary by industry and intent.
- Some verticals see AI overviews on Google up to 80%, while others drop near 3%, so strategy must be vertical-specific.
Aim To Be A Source, Not Just A Mention
- Prioritize being a cited source, not just a mention, because sources are likelier to retain blue links and escape zero-click outcomes.
- Start investing in digital brand visibility now to be part of AI-driven purchase paths in 12–18 months.
