Oro Inc. Announces Rebranding of "Semrush," for Which it Serves as Sole Distributor in Japan — Transitioning to an Integrated Platform Covering Everything from SEO to AIO (AI Search Optimization)

Oro Inc. (Headquarters: Meguro-ku, Tokyo; President & Group CEO: Atsushi Kawata, hereafter "Oro") announces that "Semrush" (Semrush Holdings Inc.: USA, CEO: Bill Wagner), for which Oro serves as the sole distributor in Japan, has completely revamped its brand identity in line with the arrival of the AI search era. In conjunction with this, Oro will strengthen its domestic deployment as an "Integrated Brand Visibility Platform" covering AIO (AI Optimization: AI Search Optimization) in addition to traditional SEO (Search Engine Optimization), thereby accelerating support for corporate digital marketing.

■ Background of Rebranding: Towards a Platform that Responds to the Drastic Changes in "Search" Driven 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 dramatically. In addition to traditional search engines, user touchpoints with brands have become diverse and fragmented, including AI-generated answers (ChatGPT, AI summaries, etc.), social media, and information gathering on community forums.

According to an external report (*1), AI search usage has grown by 527% year-on-year (comparing January-May 2024 with January-May 2025), and the assumption that "search = Google, Yahoo!, Bing" is rapidly changing. To respond to these environmental changes, Semrush has evolved its business position from a mere SEO tool to an "Integrated Brand Visibility Platform" that covers both SEO and AI search. This brand renewal was implemented to embody this strategic business evolution in the brand itself.

※1: From Previsible Inc.'s "2025 AI Traffic Report." Quoted on the Semrush official blog.

■ Four Values Provided by Semrush

Semrush is built on a foundation of one of the world's largest proprietary databases, including over 28 billion keywords, over 43 trillion backlinks, and over 230 million LLM prompt data points. To coincide with this brand renewal, Semrush has organized the value it provides into the following four pillars:

1. Intelligence: High-precision analysis infrastructure based on proprietary large-scale data and algorithms

2. Insights: A suite of tools to identify differences with competitors and discover measures that lead to results

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

4. Impact: Measuring and visualizing the results of measures to achieve continuous improvement

■ Comment from Semrush CMO Andrew Warden

"The changes in the search market over the past decade are merely the prelude. Today, brands are discovered in diverse places such as AI answers, social media, and communities. Many brands are struggling to adapt to this change. Will they be cited in AI-generated answers, or will their existence be ignored? By combining SEO with Agentic Search Optimization (ASO) for AI agents, we provide marketers with an overwhelming advantage. This brand renewal is a manifestation of our determination to deliver intelligence to marketers to win the future of visibility."

■ Domestic Deployment in Japan and Oro's Support System

As Semrush's sole distributor in Japan, Oro provides the tool and customer success (introduction and utilization support), and as a marketing partner, offers comprehensive support for optimal web marketing tailored to the AI era's changes, including the latest technical support such as SEO and AIO (AI Optimization: AI Search Optimization) for businesses, as well as brand strategy planning, 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 a cumulative track record of over 2,000 company adoptions.

※2: As of March 2026, according to Semrush Inc. The results in this image are also from the same period.

■ What you can do with Semrush (excerpt)

・Analyze competitor site traffic

・Analyze competitor site inflow keywords and performance by prompt

・Diagnose your own site's technical SEO and AIO

・Identify differences in inflow keywords and prompts between your site and competitor sites

・Competitor site's listing ad keywords, headlines, and ad copy

・Trends in search and AI display rankings for competitors and your own site (position/traffic)

・Keyword research for content SEO (search volume, difficulty to rank)

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

・Research on display, social media, and video ads

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

▼See Semrush's function list

https://semrush.jp/functions/

■Contact for service inquiries

Oro Inc. Semrush Contact: Sakamoto

Mail: oro_semrush-cs@jp.oro.com

■Contact for press inquiries

Oro Inc. Public Relations

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