Oro Co., Ltd. Announces Rebranding of "Semrush," for which it Serves as Exclusive Distributor in Japan — Refreshing into an Integrated Platform Covering Everything from SEO to AIO (AI Search Optimization)

Oro Co., Ltd. (Headquarters: Meguro-ku, Tokyo; Representative Director and President: Atsushi Kawata; hereinafter "Oro") announces that "Semrush" (Semrush Holdings Inc.: USA; CEO: Bill Wagner), for which Oro serves as the exclusive distributor in Japan, has completely refreshed its brand identity in response to the advent of the AI search era. Along with this, Oro will strengthen its domestic deployment as an "integrated brand visibility platform" that covers AIO (AI Optimization: AI search optimization) in addition to traditional SEO (Search Engine Optimization), accelerating its support for companies' digital marketing.

*Semrush's new brand identity in response to the advent of the AI search era

Background of Rebranding: Evolving into a Platform that Responds to Drastic Changes in "Search" by AI

Since its founding in 2008, Semrush has been supported by marketers worldwide as an SEO tool focused on keyword research and competitor analysis. However, in recent years, the form of search has changed significantly. In addition to traditional search engines, the places where users encounter brands have diversified and dispersed, including AI-generated answers (ChatGPT, AI-powered summaries, etc.), social media, and community forums.

According to an external report (*1), the use of AI search recorded a year-on-year growth of 527% (comparison between January-May 2024 and January-May 2025), and the premise that "search = Google, Yahoo!, Bing" is rapidly changing. To respond to these environmental changes, Semrush has evolved its business position from merely an SEO tool to an "integrated Brand Visibility platform" that covers both SEO and AI search.

This brand renewal was carried out to embody this strategic business evolution as a brand.

*1: From Previsible's "2025 AI Traffic Report." Quoted in the official Semrush blog.

Definition of Terms in This Release

In this release, new marketing concepts accompanying the advent of the AI search era are defined as follows:

AIO (AI Optimization / AI Search Optimization): Optimization for brands to be correctly recognized and cited in LLMs (Large Language Models) and AI answer engines.

AEO (Answer Engine Optimization): Optimization for AI-generated answers (Answer Engine). Defined as a concept included in "AIO" in this release.

ASO (Agentic Search Optimization): Optimization for search and information gathering by AI agents. *Differs from App Store Optimization.

The Four Values Semrush Provides

Semrush is based on one of the world's largest proprietary databases, including over 28 billion keywords, over 43 trillion backlinks, and over 230 million LLM prompt data. In conjunction with this brand renewal, Semrush's value proposition has been organized into the following four pillars:

・ Intelligence: Highly accurate analysis foundation based on unique large-scale data and algorithms

・ Insights: A suite of tools to identify competitive gaps and discover effective strategies

・ Action: Seamless support from analysis to execution through workflow management features

・ Impact: Measure and visualize the results of initiatives to achieve continuous improvement

Comment from Andrew Warden, Semrush CMO (Chief Marketing Officer)

"The changes in the search market over the past decade are just the beginning. Now, brands are discovered in various places such as AI answers, social media, and communities. Many brands are struggling to adapt to this change. Will they be cited in AI-provided answers or ignored? We provide marketers with an overwhelming advantage by combining SEO with Agentic Search Optimization (ASO). This brand renewal embodies our determination to deliver intelligence to marketers to win the future of visibility."

Domestic Deployment in Japan and Oro's Support System

As the exclusive distributor of Semrush in Japan, Oro provides tools and customer success (introduction and utilization support), and as a marketing partner, offers not only the latest technical support for SEO and AIO (AI Optimization: AI search optimization) for business companies, but also comprehensive support for optimal web marketing adapted to the changes of the AI era, from brand strategy formulation to promotion and digital marketing execution support.

About Semrush

Semrush is one of the world's largest SaaS platforms for managing online visibility. It provides all the data marketers need, including SEO, content marketing, competitor research, advertising, and social media management, and has been used by over 10 million users worldwide (*2). In Japan, it has been adopted by over 2,000 companies.

*2: As of March 2026, according to Semrush. The achievements in this image are also as of the same date.

What Semrush Can Do (Excerpts)

・Competitor site traffic analysis

・Competitor site inbound word/prompt performance analysis

・Technical SEO/AIO diagnosis for your own site

・Difference in inbound words/prompts between your own site and competitor sites

・Competitor site listing ad words, headlines, and ad copy

・Search/AI display ranking trends (position/traffic) for competitors and your own site

・Keyword research for content SEO (search volume, difficulty of top ranking)

・Keyword research for listing ads (search volume, CPC, competitiveness)

・Display, SNS, and video ad research

・Competitor site SNS post overview (follower count, engagement, post content)

▼ See Semrush's full list of features

https://semrush.jp/functions/

Contact for inquiries regarding this service

Oro Co., Ltd. Semrush Team, Sakamoto

Mail：oro_semrush-cs@jp.oro.com

Contact for press inquiries

Oro Co., Ltd. Public Relations

TEL：050-5497-8643 / Mail：info@jp.oro.com