MarTech Podcast ™ // Marketing + Technology = Business Growth If SEO is actually dying, what should marketers stop doing today?
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Apr 29, 2026 Ruth Zive, CMO at Voices and voice-first technology leader, explains why marketers must move beyond search-dependent tactics. She discusses shifting SEO budgets toward AI/AEO, prioritizing discoverability inside LLMs, and rethinking websites and clicks as primary success metrics. Short, tactical and future-focused conversation on voice and AI-led brand strategies.
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Content Integration Drives High Open Rates
- Email and integrated content placements can produce very high open rates and long-term engagement compared with traditional TV ads.
- Benjamin Shapiro cites 55–65% open rates across programs and clients as evidence of content integration effectiveness.
Stop Prioritizing Clicks Over AI Share Of Voice
- Stop investing all SEO budget purely to drive website traffic and instead shift toward optimizing for AI search and voice experiences.
- Ruth Zive recommends reallocating SEO spend to AEO and AI share of voice because LLM answers often omit links and reduce clicks.
Visibility Replaces Traffic As The New Metric
- The macro shift is from driving website traffic to showing up inside LLM and voice-first experiences where users ask questions aloud.
- Ruth Zive notes over 80% of LLM answers may not include links, so visibility won't equal clicks.