How One SEO Consultant Turns Semrush’s AI Sentiment Insights into Traffic and Visibility

Zbyněk Fridrich is simply a freelance SEO master and past year’s victor of the Best SEO Project grant successful the Czech Republic.

With 17 years successful the field, he has 1 difficult norm for each caller client: “If you want to activity pinch me, you request Semrush.”

To position his clients for success, he analyzes how AI systems urge brands—and wherever his clients are missing from those recommendations.

In this guide, I’ll stock his nonstop workflow and what it produced for WorkLounge, a co-working marque that doubled its integrated visibility and AI postulation successful 5 months.

The Two-Phase Approach to Search Visibility

Zbyněk’s workflow covers 2 main steps that leverage AI sentiment and AI punctual insights from Semrush’s AI Visibility Toolkit:

• Phase 1: Get power of your sentiment—understand what AI is saying astir your marque correct now, and hole it.

• Phase 2: Find caller opportunities—explore prompts wherever you should beryllium appearing but aren't and adjacent the gap.

"The extremity is to person maximum power complete what AI says astir america today. Only successful the 2nd measurement do we look for caller contented opportunities."

Zbyněk Fridrich, SEO Consultant

Skipping shape 1 is the correction astir brands make. If AI has the incorrect image of you, mindlessly creating much contented doesn’t hole the problem.

Step 1: Analyze Sentiment successful Brand Performance

Zbyněk starts by opening the Brand Performance tool, adding the client’s cardinal rivals and target location, and checking how engines for illustration ChatGPT, Google AI, and Gemini are describing the brand.

This is captious because visibility successful AI hunt isn’t driven by “rankings” alone. It’s wished by whether AI models see your marque charismatic and applicable capable to recommend.

"It's not important to beryllium successful every answer. What matters astir is sentiment and wide visibility."

Zbyněk Fridrich, SEO Consultant

First, Zbyněk examines the brand’s wide sentiment successful AI answers and checks really it compares to different players successful the niche. 

Then, he scrolls down to the Business Drivers study and explores the circumstantial attributes, associations, and topics that support coming up successful AI outputs. 

Next, he opens the Perception study to analyse circumstantial perceptions—positive and negative—that power AI positioning.

Finally, Zbyněk reviews the AI-generated strategical recommendations successful the toolkit—actionable suggestions based connected his client's AI visibility data.

"For WorkLounge, the first image was clear—and damaging. AI consistently described the abstraction arsenic loud. Phone booths weren't mentioned anywhere. Member entree was described arsenic 9–5, moreover though members tin travel and spell 24/7. None of this was precisely accurate, but it's what AI had to activity pinch based connected the existing website content."

Zbyněk Fridrich, SEO Consultant

Step 2: Rewrite Existing Website Content

From here, Zbyněk identifies the cardinal areas of focus—perception alteration points—and updates the client’s website to correct immoderate AI is getting wrong.

If antagonistic aliases inaccurate reviews aliases third-party sources are shaping AI's cognition of your brand, your website contented needs to straight reside and antagonistic those narratives.

"I ne'er activity connected caller contented if I haven't fixed the contented already connected the website."

Zbyněk Fridrich, SEO Consultant

For WorkLounge, that meant going done 90 pages of merchandise and work contented and rewriting them to springiness AI meticulous information. For example, Zbyněk covered:

• Opening hours: Structured contented now intelligibly distinguishes 24/7 personnel entree from 9-5 nationalist hours

• Quiet zones: Phone booths and quiet areas—already physically there—finally documented connected the site

• Membership benefits: Product pages rewritten truthful the personnel vs. non-member acquisition is unmistakable

Step 3: Fix Technical Issues and Implement Structured Data

Next, Zbyněk uses the Site Audit instrumentality to place and hole issues that forestall hunt engines and LLMs from correctly reference the client’s site.

These fixes include:

• Adding system data
• Improving page structure 
• Enhancing contented formatting 
• Resolving issues pinch soul links

He besides experiments pinch LLM.txt—a record that gives AI crawlers definitive instructions astir really to construe your site's content. 

It's still an emerging believe pinch nary definitive impervious of impact, but Zbyněk has seen affirmative results pinch it for his clients.

Step 3: Use AI Prompt Data to Plan Content

Once sentiment is successful bully shape, Zbyněk pulls the prompts from the Narrative Drivers instrumentality and uses them to scheme caller content.

These are the existent questions group inquire AI devices astir topics successful the client's space. 

He past downloads the information to build a broad audit and reporting record for his clients.

Finally, Zbyněk picks the 20-30 astir applicable prompts per project. Each punctual becomes an FAQ artifact connected the applicable merchandise aliases work page aliases a caller contented piece.

For WorkLounge, this meant building FAQ sections astir questions for illustration what the entree argumentation is for members, what quiet activity options are available, and really the abstraction compares to accepted offices.

To sum it each up, prompts besides show him wherever the gaps are. If a punctual isn't surfacing his customer successful a beardown position, that's either a portion of contented that needs to beryllium aliases 1 that needs to beryllium fixed.

Step 4: Distribute Across Channels astatine the Right Time

From here, Zbyněk useful connected pushing this caller contented crossed each channels—blog, social, newsletter, nexus building—timed to erstwhile hunt request for that taxable peaks.

“AI devices publication your full integer footprint, not conscionable your website. The much consistently and accurately a marque appears crossed trusted sources, the stronger the signal.”

Zbyněk Fridrich, SEO Consultant

For WorkLounge, contented astir quiet zones and telephone booths went retired everyplace astatine once, including an updated Google My Business profile. Social posts reinforced the aforesaid messaging. Newsletter contented tied it together.

The timing matters too.

Zbyněk aligns contented pushes pinch seasonal request peaks for each topic—so the contented lands erstwhile group are actively searching for it, not whenever the editorial almanac happens to free up.

Step 5: Track Performance successful Parallel

To way the effectiveness of his efforts and iterate, Zbyněk monitors target prompts and keywords successful the Position Tracking tool. 

This allows him to spot the integrated effect crossed cardinal hunt surfaces—from Google AI to ChatGPT.

For WorkLounge, AI Overview visibility went from 17% to 35% complete 5 months—directly tied to the contented changes made successful phases 1 and 2. 

And conjecture what? Organic postulation and rankings followed, too.

Traffic attributed to ChatGPT has besides grown astir 20x versus the anterior play and continues to inclination upward.

"This full cocktail is aimed astatine improving visibility successful LLM systems, expanding integrated traffic, getting much mentions successful AI overviews, and boosting the wide business capacity of the website."

Zbyněk Fridrich, SEO Consultant

Step 6. Generate Client- and Exec-Ready Reports

Finally, Zbyněk uses Semrush's My Reports characteristic to export the AI Visibility and SEO information into clean, shareable PDF reports.

These spell consecutive into customer presentations—showing sentiment scores, punctual visibility, strategical tips, and advancement complete clip without requiring clients to log into the instrumentality themselves.

It's besides really he gets buy-in. When clients spot AI describing their marque negatively successful a polished report, the lawsuit for fixing it makes itself.

The Results: What Five Months of AI Visibility Work Look Like

WorkLounge started this process successful September. By January, each metric Zbyněk tracks had moved:

• Sentiment score: 67 → 82. The astir basal shift. AI devices went from describing WorkLounge arsenic a loud, 9-to-5 agency abstraction to accurately representing what the marque really offers—quiet zones, 24/7 personnel access, and a scope of workspace options.

• AI Overview visibility: 17% → 34%. The stock of applicable keywords wherever WorkLounge appears successful Google AI Overviews doubled. This is simply a nonstop consequence of the contented changes—AI now has accurate, well-structured accusation to propulsion from.

• Organic traffic: up. Better AI sentiment leads to much meticulous AI recommendations, which leads to much branded searches, which leads to much integrated traffic. The concatenation is accordant crossed each of Zbyněk's clients moving this workflow.

"I ne'er do thing only because of AI. I dainty AI visibility arsenic portion of SEO."

Zbyněk Fridrich, SEO Consultant

The New Organic Visibility Playbook

Zbyněk's attack isn't complicated. He uses AI sentiment information to find what's broken, fixes the content, past builds connected apical of a cleanable foundation. The results follow.

What makes it activity is treating AI visibility and SEO arsenic 1 strategy—not 2 abstracted workstreams. 

Fix the communicative AI tells astir your brand, and everything other improves pinch it: integrated rankings, AI Overview appearances, and referral traffic.

That's precisely what Semrush One is built for. It combines accepted SEO devices pinch AI visibility information successful 1 connected workflow—so you tin way punctual visibility and keyword rankings, tally tract audits for some hunt engines and AI crawlers, and study connected each of it without switching tools.

If you want to tally the aforesaid workflow Zbyněk uses, that's wherever to start.