Visibility Brief – Détails, épisodes et analyse

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Visibility Brief

Visibility Brief by Yext

Business & Entrepreneuriat

Technologie

Fréquence : 1 épisode/14j. Total Éps: 13

Visibility Brief is your bi-weekly guide to brand visibility in the age of AI search. Hosted by Yext SVP of Marketing Rebecca Colwell, each episode breaks down how AI is reshaping discovery, and what CMOs, digital leaders, and transformation executives need to do to stay visible when traditional SEO no longer applies. From shifting consumer behavior to platform disruption, we go beyond the buzz to deliver clear, strategic insights you can use, fast. Featuring expert guests, original research, and real-world advice from the front lines of AI adoption, Visibility Brief helps you understand where brand discovery is headed, and how to lead through the change. New episodes every other week.

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Données mises à jour le 14/07/2026

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What SEO Actually Looks Like in an AI-Driven World

Saison 1 · Épisode 13

mardi 14 avril 2026 • Durée 26:22

In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell is joined by Leigh McKenzie, Director of Online Visibility at Semrush, to explore how one of marketing’s most established roles is being fundamentally reshaped by AI.

For more than two decades, SEO meant understanding Google—how it crawled, how it ranked, and how to win clicks. But that playbook is no longer enough. AI is changing how people search, how answers are delivered, and how brands get discovered.

So what does the job of an SEO actually look like now? And how should teams evolve when visibility depends on much more than a website?

Drawing on his experience at Semrush, where he's had a front-row seat to the evolution of search, Leigh makes the case that SEO isn't disappearing — it's growing into something bigger, more strategic, and more cross-functional than ever.

The episode breaks down:

Why traditional SEO thinking is no longer enough
How consumer behavior is changing the search landscape
Why SEO is becoming a cross-functional discipline
Why your website is only part of the equation
How mass content and quick-win tactics can quietly hurt long-term visibility and trust
What SEO teams should stop, start, and rethink

If you’re leading an SEO or marketing team and trying to understand how your role is changing, this episode will help you zoom out, rethink your priorities, and position yourself — and your brand – for what comes next.

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Trust and Personalization in the AI Era

Saison 1 · Épisode 12

mardi 31 mars 2026 • Durée 20:55

In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell sits down with Bill Simpson, Director of Value Consulting at Yext, to explore a question many marketers are still working through: how far is too far when it comes to personalization?

As AI is changes how people interact with technology, customers are sharing more personal information than ever before — often without realizing it. But why does AI feel so different from traditional search, and what’s making people more willing to open up?

At the same time, brands are under pressure to move faster, adopt new tools, and deliver more personalized experiences. But speed introduces risk. From data exposure to inaccurate AI responses, the line between helpful and harmful is thin — and easy to cross.

Drawing on his years of experience working with brands, Bill shares insights on how marketers can move forward thoughtfully — balancing innovation with responsibility.

The episode breaks down:

How conversational interfaces create a sense of trust
Where personalization starts to feel invasive
Why transparency is the new competitive advantage
The hidden risks in everyday AI workflows
How to safely pilot AI inside your organization
Why human oversight still matters

If you’re a marketing leader trying to move quickly with AI while protecting your customers and your brand, this episode will help you understand the real tradeoffs — and how to navigate them with confidence.

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Beyond Google and the Traditional Search Box

Saison 1 · Épisode 11

mardi 17 mars 2026 • Durée 27:29

In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell is joined by Heather Physioc, Chief Discoverability Officer at VML, for a conversation about how search has expanded far beyond Google — and why brands must rethink what discoverability really means.

For years, “search” was shorthand for one thing: Google and the ten blue links. But today, consumers move fluidly between social platforms, retail sites, video search, maps, and AI search depending on what they’re trying to accomplish. So what does it mean to show up consistently when discovery no longer happens in one predictable place?

Drawing on her journalism background and years leading cross-channel search strategy, Heather reframes SEO as something broader and more human: the practice of meeting real human needs – wherever and however they surface.

The episode breaks down:

Why brands must move beyond optimizing for a single engine
How consumer intent changes depending on context
How LLMs handle complex queries better than traditional search
Why trust is becoming the real competitive edge
How structured data and consistency matter more than ever
How to rethink measurement in a world where discovery is fragmented

If you’re a marketing leader navigating a world where search happens everywhere (not just in a browser), this episode will help you rethink how your brand connects with customers across today’s search journey.

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Competing in a World Without Rankings

Saison 1 · Épisode 10

mardi 3 mars 2026 • Durée 25:44

In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell sits down with Chief Data Officer Christian Ward to unpack something many marketing leaders are quietly feeling: the way we’ve measured visibility for the last 20 years isn’t working the way it used to.

Impressions spike and dip without reason. Rankings change by the second. Clicks are disappearing. And as AI models fragment search across multiple platforms, the idea of a single, stable “position” is starting to disappear.

So if rank isn’t reliable, and clicks don’t tell the full story, how should marketers measure performance in an AI-driven world?

Drawing on the latest Yext Research and a new competitive scoring model inspired by Elo rankings, Rebecca and Christian explore how visibility should be measured going forward — and why the brands that win will be the ones that understand competition, context, and consistency, not just position.

The episode breaks down:

Why AI literacy is becoming a competitive advantage
What model fragmentation means for brand visibility
Why being “chosen” matters more than ranking#1
How Elo-style competitive scoring reframes measurement
Why having more local competitors raises the stakes for your data
Why structured, consistent data remains foundational

If you’re a marketing leader trying to make sense of fluctuating rankings and disappearing clicks, this episode will help you rethink visibility — and build a more resilient way to measure success in a world where AI sits between you and your customer.

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How Psychology Shapes AI Search and Discovery

Saison 1 · Épisode 9

mardi 17 février 2026 • Durée 32:17

In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell is joined by Garrett Sussman, Director of Marketing at iPullRank, for a refreshingly human conversation about how people really search — and how AI is amplifying the psychology behind it.

Marketers love to talk about algorithms, platforms, and technical optimization. But what if the biggest variable in discovery isn’t the system at all — it’s the person behind the keyboard? How we frame questions, what we believe going in, and the bias we carry with us all shape the answers we get back, especially in AI-driven search experiences.

With a background in psychology, literature, and technical SEO, Garrett brings a unique perspective to the table. This episode explores how identity, bias, intent, and trust influence search behavior — and what brands can do to show up accurately, even when they’re not in control of the interface.

The episode breaks down:

Why search behavior is as much psychological as it is technical
Why two people can search the same thing and get totally different answers
The rise of conversational search
Why AI answers feel more trustworthy than links
How LLMs filter, summarize, and simplify information
Why reviews, forums, and social proof now shape brand visibility
What brands can influence in AI, even when they can’t control it

If you’ve felt like discovery is getting harder to predict – or harder to influence – this episode will give you a new lens. It’s not just about ranking for keywords anymore. It’s about understanding how people think, how AI interprets intent, and how brands can adapt by focusing on trust, structure, and a holistic, human-first approach. This episode will help you rethink visibility from the inside out.

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The Future of Paid Search in an AI World

Saison 1 · Épisode 8

mardi 10 février 2026 • Durée 34:01

Paid search isn’t broken…but it’s definitely changing. In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell is joined by CEO Mike Walrath for a conversation about the rising cost of paid search — and why AI is forcing marketers to rethink not just tactics, but the entire structure of marketing and measurement.

Cost-per-click (CPCs) are climbing, clicks are disappearing, and nearly 70% of searches no longer result in a website visit. So what happens when the click (the foundation of modern digital marketing) stops being the most important metric? Are paid ads in AI platforms the next evolution, or a replay of search’s earliest monetization debates?

Mike draws on his experience building and monetizing one of the web’s first major ad exchanges to explore where AI advertising is headed next, how new models like Gemini and OpenAI are testing monetization, and what marketers must prepare for as paid and organic blur inside AI-driven discovery.

The episode breaks down:

Why paid search feels more expensive (and less effective) than ever
How AI is rewriting the funnel — and what that means for performance
What early AI ad models tell us (and don’t)
Why ads and organic visibility are starting to blur
What marketers should really be tracking when clicks aren’t the goal
The hidden opportunity for marketers inside all the noise

If you’re a marketing leader navigating rising paid costs, shrinking clicks, and uncertainty about how AI will monetize discovery, this episode will help you reframe the problem – and see why this moment may be one of the biggest opportunities marketers have ever had.

Rethinking Metrics in an AI-First Era

Saison 1 · Épisode 7

mardi 27 janvier 2026 • Durée 34:31

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.

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Measuring What Matters in an AI-First World

Saison 1 · Épisode 6

vendredi 9 janvier 2026 • Durée 23:59

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.

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Why Data Accuracy Will Define the Future of AI Search

Saison 1 · Épisode 5

mardi 23 décembre 2025 • Durée 27:03

In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell sits down with Chief Data Officer Christian Ward for the final episode of the year — and a timely discussion on one of the most critical issues facing AI today: accuracy.

As AI platforms increasingly power discovery, recommendations, and answers, consumers expect accurate responses, every time. But what happens when an LLM gets something wrong – whether it be about a fact, a location, or a brand? And with models improving daily, how should marketers approach their data, and the expanding responsibilities they now share with AI systems?

Rebecca and Christian break down Google’s recent FACTS Grounding Benchmark results and Suite, why even top models still make mistakes, and what brands must do to keep their data clean, consistent, and trustworthy across all digital touchpoints, including AI.

The episode breaks down:

Why accuracy matters more in AI search than in traditional
What brands can (and can’t) control
How models decide when to check facts against the live web, and a simple test marketers can use
How inconsistent data invites errors and hallucinations
What high-stakes accuracy really means for brands
Why memory and corroboration will define 2026

If you’re a marketing leader preparing for a world where AI powers a large share of searches, answers, and recommendations, this episode will help you understand why accuracy is becoming the new competitive battleground and how to make sure your brand shows up correctly… when it matters most.

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Why AI Personalization Finally Works

Saison 1 · Épisode 4

mercredi 3 décembre 2025 • Durée 16:11

In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell sits down with Chief Data Officer Christian Ward to break down one of the most fundamental shifts happening in marketing today and what marketers must do to make sure their brand appears accurately when every result is tailored to the individual.

For years, marketers have chased the promise of personalized experiences, but why did so many approaches fall short, and what makes this wave of AI different?

Today’s AI systems aren’t guessing. They remember customer preferences, understand context, and build a picture of the individual based on what users actually tell them.

The episode breaks down:

Why traditional personalization failed and why AI finally changes the landscape
How AI memory and context actually work
Why every user now see different results
Why location used to be the strongest signal, and how AI is shifting personalization toward deeper understanding of the individual.
What brands must do to stay visible

If you’re a marketing leader navigating the shift from guesswork to AI-powered relevance, this episode will help you rethink how personalization works and how your brand shows up in experiences shaped by memory, context, and user intent.

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Visibility Brief – Détails, épisodes et analyse

Détails du podcast

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Liens partagés entre épisodes et podcasts

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Historique des publications

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