For years, ranking has been our SEO compass. Today, that compass is broken. The irruption of AI, the rise of advertising and knowledge panels have turned "first position" into a piece of data that often distorts reality instead of explaining it. The result? Business decisions based on an outdated metric that no longer guarantees traffic or ROI.

In this talk, we will present a rigorous and up-to-date methodology to recalculate your position, allowing you to understand the reality of your project. You will take away an actionable model to audit your visibility, make smarter investment decisions and reconnect your SEO efforts with tangible business results.