AI Search Isn't SEO: Get Cited, Not Just Found | Kevin White, Scrunch

Kevin White, Head of Marketing at Scrunch (recently acquired by Sitecore), explains why ChatGPT referral traffic is the tip of the iceberg — and what to measure instead.
"AI search" is really three things at once: crawlers extracting content, models synthesizing answers, and agents acting on a user's behalf. Teams that treat it as one problem optimize for the wrong outcomes.

Kevin breaks down why AI search engines are probabilistic by design (the best brands Scrunch sees top out at 60–70% share of voice, not 100%), why consideration and citation are the two metrics to start with, why handing this to the SEO team is the typical approach but not the best one, and how to serve agent traffic rich HTML at the edge without gutting the human experience. He also makes the case for the "long long tail" — highly specific content built for one clearly defined buyer — as the real arbitrage in AI search right now.

▶ CHAPTERS
0:00 When the most important visitor to your site isn't a person
2:43 Kevin's path to Scrunch and the Sitecore acquisition
3:52 What Scrunch builds: visibility, prioritization, action
6:28 The wrong work teams do when "AI search" is one bucket
7:21 Probabilistic by design — why 60–70% share of voice is the ceiling
8:52 Referral traffic from ChatGPT is the tip of the iceberg
9:21 Why the SEO team can't own AI search alone
12:05 Earning the trust of a machine, and what gets cited
14:10 Agent experience at the edge: rich HTML, less JavaScript
18:54 The "long long tail" and where you can absolutely win
22:09 Where chunking, schema and FAQs actually belong
23:40 One URL, two readers: humans and agents
26:56 Marketing directly to agents — one year from now
28:05 Staying agile: half the role as hands-on IC work

▶ ABOUT THE GUEST
Kevin White is Head of Marketing at Scrunch, an AI visibility and agent-experience platform recently acquired by Sitecore. He previously led marketing at Common Room, with a career focused on growth and demand generation.
Kevin on LinkedIn: https://www.linkedin.com/in/kevbosaurus/
Scrunch: https://www.scrunch.com

▶ LISTEN / SUBSCRIBE
Apple Podcasts: https://advertalize.com/r/e1c79f465f56d2c5
Spotify: https://open.spotify.com/show/5a7D5JwYfKIhU8pGH2UJtj?si=CbJ_B2mOQRqBYeVXFmHKxg
Full YouTube playlist: https://www.youtube.com/playlist?list=PL-BawE82qIM1wUjSAWiBXBFS8XdQMGlcW
Leave a review: https://advertalize.com/r/faaed112fc9887f3
Newsletter: https://aglbrnd.co/r/35ded3ccfb6716ba
Greg Kihlström on LinkedIn: https://www.linkedin.com/in/gregkihlstrom
The Agile Brand Guide: https://www.agilebrandguide.com

▶ RESOURCES & SPONSORS
Episode sponsor — Scrunch: get your site AI-ready to show up in answers, get cited, and grow revenue. https://www.scrunch.com
Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit: https://advertalize.com/r/491818c79fb1873f
Produced by Missing Link — a Latina-owned, strategy-driven production co-op. https://www.missinglink.company

The Agile Brand with Greg Kihlström® — enterprise marketing technology, AI & CX. 800+ episodes since 2019.

#AISearch #GEO #MarketingTechnology