AI Search Operating System
AI search is changing how brands get found, but most teams are still pulling in different directions. This course gives SEO and marketing leaders a practical operating system to bring clarity, audit AI visibility, and build a 90-day action plan leadership can actually move forward with.
Who is this course for?
In-house SEO leads, digital marketing managers, and agency leaders who need to align their organization around AI search and build a clear case for leadership on why it matters.
What you’ll learn
How to audit your brand across four layers of AI visibility, turn findings into a leadership-ready action plan, define the right KPIs, and align teams from PR to customer success around a shared direction.
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Course Instructors
Leigh McKenzie
Leigh is the Director of Organic Visibility at Semrush, the leading brand visibility platform, where he oversees organic search across Semrush.com and its portfolio of owned media properties. With over 10 years of experience in SEO and content strategy, Leigh now leads Semrush's AI visibility and agentic search initiatives, helping marketers build brand presence across AI-powered discovery surfaces.
Rita Cidre
Rita Cidre is a marketing leader, instructor, and storyteller with 15 years of experience working at the intersection of marketing and content. Rita has held growth marketing leadership roles at Zillow Group, Time Inc., and National Public Radio (NPR). Currently, as the Head of Academy at Semrush, she builds innovative educational programs and courses designed to empower digital marketers around the globe.
Course Structure
1
Welcome to the AI Search Operating System
Winning in search is a new game with AI. Enter: Semrush's new AI Search Operating System. In this opening lesson, your host Leigh introduces the AI Search OS and what you’ll build by the end. Grab the template and follow along.
1 video
3 minutes
2
What’s Changed and How to Tell Leadership
SEO isn’t going away, but the way we talk about it needs to change. This lesson breaks down the key shifts and gives you the language to explain it clearly to leadership.
1 video
5 minutes
3
The 4 Layers of Brand Visibility
AI visibility gets messy fast when different teams are solving different problems. This lesson breaks it down into four layers (discoverability, clarity, authority, and trust), and shows how each one connects to teams, goals, and a CMO-ready plan.
1 video
5 minutes
4
An AI Search Audit That Gets Buy-In
This is where things get real. Learn how to audit your brand across all four layers, spot the gaps, and turn your findings into something leadership can quickly understand and act on.
1 video
8 minutes
5
AI Search Action Plan, KPIs and Reporting
Take your audit and turn it into a clear plan. In this lesson, you’ll define KPIs, assign ownership, and build a 90-day action plan your team can actually deliver.
1 video
6 minutes
6
Expert Advice: Leading Cross-Functionally
Join Rita and Leigh for a candid conversation on how the SEO role is expanding beyond the website. You'll learn how to navigate shifting KPIs, tell a stronger story to leadership, and reframe your work from cost to business impact.
1 video
11 minutes
7
Conclusion and Next Steps
You’ve made it to the end of the course. Congrats! Now it’s time to put your plan into action. When you’re ready, take the exam and see how it all comes together.
1 video
1 minute
8
Would You Recommend This Course?
One last thing! If you enjoyed this course (or even if you didn't, we won't take it personally), please give us some feedback so we can keep making even better free content in the future!
1 video
0 minutes
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