112: Search is a Feature, Not a Destination with Mike Buckbee

How AI search engines are becoming your company's most popular and least trained sales reps!

Michael Buckbee has spent nearly two decades working at the intersection of marketing and technology, building solutions for everyone from the U.S. Navy and Fortune 100 companies to YC startups, presidential candidates, and even rock bands. Today, he's the co-founder of Knowatoa, a service that tracks brand visibility, rankings, and sentiment within AI search platforms like ChatGPT, Perplexity, and Google Gemini.

Mike sees things differently, shaped by his background in both cybersecurity and software development. Rather than chasing high-traffic, low-intent content that worked in traditional SEO, Mikel advocates for focusing on mid and bottom-funnel content that actually converts. He explains how search is evolving from a destination into a feature, something baked into every application we use, just like spell check.

This conversation goes beyond just tracking AI search results. Mike challenges marketers to rethink their entire approach in a world where search journeys happen largely "below the surface" and traditional SEO metrics don't tell the whole story. His work with Knowatoa helps agencies and businesses understand not just where they rank, but whether AI systems can even access their content in the first place.

Here are the key takeaways from the conversation:

• Search Is Becoming a Feature, Not a Destination. AI search is now built into applications like spell check, changing how users find information and requiring new marketing strategies.
• Focus on Mid and Bottom-Funnel Content. Traditional top-of-funnel SEO content is losing effectiveness; prioritize content that converts prospects into customers.
• Repetition Drives AI Search Rankings. Large language models build consensus through repetition, making strategic messaging more important than keyword optimization.
• Many Websites Are Invisible to AI Bots. Businesses often don't realize their sites are inaccessible to AI crawlers, causing complete exclusion from results.
• Search Journeys Happen "Below the Surface." Most AI search interactions are invisible to marketers, requiring new approaches to brand visibility.
• Content Strategy Must Evolve Beyond Traffic. Success comes from building authoritative, repetitive messaging across platforms rather than chasing high-traffic posts.
• Marketing Agencies Have an Expanded Role. Professionals must ensure AI bot accessibility and manage brand representation, creating more strategic opportunities.

As a closing thought, “AI search is already shaping how people talk about your company. You just can’t see it yet. But once you do, you can start shaping it back.”

Listen to the full conversation here:

• YouTube: https://www.youtube.com/@frintmedia
• Apple Podcast: https://podcasts.apple.com/us/podcast/the-marketing-umbrella-podcast/id1564111428
• Spotify: https://open.spotify.com/show/4CoiR10nazd9zVIStLkcjk

Connect with Mikel:

• LinkedIn: https://www.linkedin.com/in/michaelbuckbee/
• Knowatoa: https://knowatoa.com/
• Bluesky: https://bsky.app/profile/buckbee.bsky.social

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To learn more about Umbrella and to connect with CEO Itamar Shafir, go to ⁠https://umbrellaus.com