In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell is joined by Anthony Rinaldi, Senior Director of Insights & Analytics at Yext, to talk about a growing challenge every marketing team is facing: the old playbook for measuring success is starting to break.

Impressions are dropping. Rankings seem less reliable. Traffic doesn’t tell the full story. And yet… business results haven’t necessarily tanked. So what gives?

Rebecca and Anthony dig into what’s really happening behind the scenes — how discovery is shifting into AI conversations, why a single click today often represents the work of dozens of searches, and what metrics marketers should actually be paying attention to now.

The episode breaks down:

• Why impressions and traffic are no longer a reliable signal
• How “rank” fails to capture the complexity of AI-driven results
• What new models of brand visibility can reveal — and why they matter
• How predictive ranking  models change measurement and help define performance
• Why benchmarking must be local, competitive, and contextual
• How to turn visibility insights into action
  

If you’re a marketing leader struggling to explain declining impressions, this episode will help you rethink what visibility really means—and how to measure success in a world where AI mediates discovery.