In this episode of the Visibility Brief, Yext SVP of Marketing Rebecca Colwell is joined by Tim Rickards, Senior Director of Value Consulting at Yext, to tackle one of the most uncomfortable realities facing marketing teams today: declining web traffic and broken performance metrics.

Marketers have spent years watching impressions, clicks, and sessions to gauge success. But as AI tools start answering questions before anyone even visits a website, those signals aren’t telling the full story anymore. So if clicks are down… does that actually mean performance is worse?

Drawing on decades of experience in financial services and conversations with marketing leaders across regulated industries, Tim explains how AI is reshaping discovery, flattening the funnel, and forcing teams to rethink how success is measured in an environment they can’t fully see.

The episode breaks down:

• Why web traffic and click-through rates are declining
• What “good enough” answers mean for marketers
• Which metrics still matter — and which don’t
• How the funnel is flattening, not disappearing
• What to track in an AI-driven visibility model
• The mindset shift marketers must embrace
  

If you’re a marketing leader staring at soft traffic, messy dashboards, and tough questions about performance in the age of AI, this episode will help you reset — and refocus on what visibility really means now.