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AI: Voice or Victim?
AI: Voice or Victim?

SEO Isn’t Dead... It’s Changing Fast: Marc Sirkin on the AI Search Revolution

22 October 2025 55:28 Walk West

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About this episode

Former MarTech CEO Marc Sirkin explains how Google’s AI Overviews are rewriting the rules of discoverability.

AI isn’t the future—it’s here. And if you’re still running your marketing playbook like it’s 2019, you might already be invisible.

In this episode of AI: Voice or Victim, host Greg Boone sits down with Marc Sirkin, former President and CEO of Third Door Media (Search Engine Land and MarTech) and now consultant, to unpack the lead flow crisis—a seismic shift caused by Google’s AI Overviews, declining organic clicks, and changing search behaviors.

Marc shares what it was like to sell Third Door Media to SEMRush, what HubSpot’s traffic collapse really signaled for the industry, and why he believes SEO has always been a brand channel—not a performance one. Together, Greg and Marc explore how to rebuild discoverability, credibility, and visibility in the age of AI search.

Inside the Episode:

  • The real reason organic traffic is disappearing (and it’s not your SEO team’s fault)
  • Why “own media” is your best AI strategy moving forward
  • How to think like Don Draper and AI scientist at the same time
  • What small and mid-sized companies must do now to survive the disruption

👉 Don’t forget to subscribe, leave a review, and share this episode with someone navigating the AI revolution.

Subscribe to AI: Voice or Victim for more conversations that move you from AI anxious to AI curious. Hosted by Erica Rooney and Greg Boone aka AISerious™, we’re helping people and organizations embrace AI ethically, strategically, and with humanity at the center.
Follow us and join the movement to shape the future—before it shapes us.

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