As marketers, we love a great funnel. It provides clarity on how our strategies are working. We have conversion rates and can track the customer journey from discovery through conversion. But in today’s AI-first world, our funnel has gone dark.
We can’t yet fully measure visibility in AI experiences like ChatGPT or Perplexity. While emerging tools offer partial insights, their data isn’t comprehensive or consistently reliable. Traditional metrics like impressions and clicks still don’t tell the whole story in these spaces, leaving marketers facing a new kind of measurement gap.
To help bring clarity, let’s look at what we know and don’t know about measuring the value of structured data (also known as schema markup). By understanding both sides, we can focus on what’s measurable and controllable today, and where the opportunities lie as AI changes how customers discover and engage with our brands.
Why Most ‘AI Visibility’ Data Isn’t Real
AI has created a hunger for metrics. Marketers, desperate to quantify what’s happening at the top of the funnel, are turning to a wave of new tools. Many of these platforms are creating novel measurements, such as “brand authority on AI platforms,” that aren’t grounded in representative data.
For example, some tools are trying to measure “AI prompts” by treating short keyword phrases as if they were equivalent to consumer queries in ChatGPT or Perplexity. But this approach is misleading. Consumers are writing longer, context-rich prompts that go far beyond what keyword-based metrics suggest. These prompts are nuanced, conversational, and highly personalized – nothing like traditional long-tail queries.
These synthetic metrics offer false comfort. They distract from what’s actually measurable and controllable. The fact is, ChatGPT, Perplexity, and even Google’s AI Overviews aren’t providing us with clear and comprehensive visibility data.
So, what can we measure that truly impacts visibility? Structured data.
What Is AI Search Visibility?
Before diving into metrics, it’s worth defining “AI search visibility.” In traditional SEO, visibility meant appearing on page one of search results or earning clicks. In an AI-driven world, visibility means being understood, trusted, and referenced by both search engines and AI systems. Structured data plays a role in this evolution. It helps define, connect, and clarify your brand’s digital entities so that search engines and AI systems can understand them.
The Knowns: What We Can Measure With Confidence For Structured Data
Let’s talk about what is known and measurable today with regard to structured data.
Increased Click-Through Rates From Rich Results
From data in our quarterly business review, we see, by implementing structured data on a page, the content qualifies for a rich result, and enterprise brands consistently see an increase in click-through rates. Google currently supports more than 30 types of rich results,…
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