Why SEO Is Dying & AI Search Is the New Google | Michael Notbohm, Askable.dev

SEO Is Dead, Long Live AI Search: Getting Found on ChatGPT with Michael Notbohm of Askable

Episode Summary

Your patients have stopped Googling and started asking. In this episode of the All In Practice Growth Podcast, host Shane McElroy reconnects with longtime friend and former BioHorizons implant-sales colleague Michael Notbohm — now CEO and founder of Askable (askable.dev), an AI visibility platform helping practices get found on ChatGPT, Claude, Perplexity, and Google AI Overviews.

Shane and Michael unpack the seismic shift from keyword-based search to conversational AI recommendations, why being absent from AI results is the modern equivalent of missing from the Yellow Pages, and the concrete steps practices can take today to win their local market. It's an honest, funny, no-script conversation between two guys who've sold a lot of implants together and seen the digital landscape shift firsthand.

What You'll Learn

• Whether SEO is truly "dead" — and how AI search and SEO can still work in unison
• Michael's "credit score" analogy for AI visibility: AEO (website framework) + AEIO (authority and sentiment)
• How AI assembles a recommendation in seconds by scanning reviews, directories, and online sentiment
• Quick wins most websites miss: FAQs, schema markup, structured data, and llms.txt files
• Why an AI mentions tracker can surface problems (like a tough front-desk experience) that never show up as a formal review
• The "modern day gold rush": why early adopters become nearly impossible to displace
• Why dental searches are exceptionally high-intent and convert fast
• Where dentistry's AI future is heading — agentic AI, AI scribes, X-ray reading tools, and a centralized practice "brain"
• The real hurdle to adoption: practice-management software integration and security guardrails

About the Guest

Michael Notbohm is the CEO and founder of Askable (askable.dev), an AI visibility and optimization platform. A self-described "forever entrepreneur," Michael's path runs from selling Yellow Pages and YellowPages.com early in his career, through nearly a decade selling dental implants at BioHorizons (where he and Shane worked the same region), into real estate and ultimately AI. After an 18-month deep dive learning from a former 15-year Salesforce engineer, he built Askable to help dental and medical practices get discovered in the new era of AI-driven search.

Episode Highlights

• The Yellow Pages parallel: being invisible on AI today is like not being in the phone book a generation ago
• "Product-market fit is everything" — how the right idea at the wrong time still fails, and why timing matter