SEO in the Age of AI

There’s a lot of buzz around AI and search these days.

And while the landscape is shifting, traditional SEO isn't disappearing, it's just evolving. Lately, we’ve been hearing the same questions pop up again and again from clinics in our community:

Is SEO still worth investing in?
Are patients using Google less now that ChatGPT exists?
How can I keep showing up online when search is getting more complicated?

In this blog, we’ll break down what’s really changing with search (and what’s not), what “AI search” actually means, and how your clinic can strengthen the signals that matter most — to both people and AI.

Let’s get into it.

Is SEO Dead?

Nope. But it is evolving.

While Google still dominates search (83.8 billion visits in August 2025), people are increasingly turning to AI tools like ChatGPT, Google’s AI Overviews, and even voice assistants to find quick answers. These tools don’t replace Google — they add another layer.

Here’s how to think about it:

Old World of Search	New World of Search
“Where can I find answers?”	“What answer do you recommend?”
Competing for clicks	Competing for trust
Keywords and rankings	Reputation and authority

In short: people are still searching. But instead of getting a list of 10 websites to scroll through, they’re often getting one synthesized answer — curated by an AI engine pulling from sources it trusts.

So, how do you make sure your clinic is part of that answer?

3 Key Shifts for SEO in the AI Era

These are the biggest mindset changes we see for clinics navigating AI-powered search:

1. Educational Authority: Be the helpful expert AI recommends

AI doesn’t just pull from your homepage — it pulls from your entire web presence. That includes:

Blog posts and FAQs
Patient education videos (especially with transcripts!)
Guest appearances on podcasts
Community articles or Q&A sites where you’re mentioned

To be recommended, you need to be recognized as a trusted source. That means showing up consistently as someone who educates, explains, and guides.

Instead of thinking about how to “rank,” think about how to be genuinely helpful — in the same way you are during an in-person conversation.

2. Human + AI Journey: Make it easy to go from reading to booking

Patients might start with AI to learn - “What’s the difference between physio and chiro?” - but they still need a real human when it comes time to make a decision.

Clinics that do well here are those that:

Guide visitors to take the next step (like booking an appointment or reading more)
Make their “Why Choose Us” page clear, personable, and compelling
Connect AI recommendations to real-world actions (e.g., “Book an appointment,” “Meet the team,” “Read reviews”)

AI might deliver the first impression. You still have to carry it through.

3. Trust Beyond the Algorithm: Strengthen your reputation signals

Let’s pause on this one — because it matters a lot. When AI engines choose what to recommend, they’re looking for consistent, trustworthy signals. Not just on your website, but across the internet.

This is where we shift from thinking only about “Search Engine Optimization” to what we’re calling:

Search Everywhere Optimization

AI engines act more like recommendation engines than search engines. That means they’re scanning for reputational clues wherever they can find them.

We built this table to help clinics see where to start — and where to grow from there.

SEO table

Every online footprint matters. AI is stitching them all together to decide if you’re someone worth recommending.

SEO Basics Still Matter (a lot)

Even as search evolves, the foundations haven’t changed. These are still table stakes for being found:

A fast, mobile-friendly website
Clear use of keywords on important pages (e.g. services, location, symptoms)
Secure (HTTPS) and well-structured code
Backlinks from reputable sources
Real patient reviews

Think of these as your clinic’s "digital front desk." Without them, you’re not even in the game.

Bring It All Together: The Reputation Ecosystem

We often use this simple diagram to explain how SEO works in the age of AI:

Inner Circle – Your Basics:
Name, address, phone number, website. These need to be identical everywhere.

Middle Circle – Your Owned Assets:
Website, email list, blog, testimonials. You control these — make them count.

Outer Circle – Your Reputation Signals:
Social mentions, reviews, directories, community content. You don’t fully control these, but you can influence them.

All three circles are visible to AI — and to patients. The more consistent, accurate, and human they feel, the more likely you are to be recommended.

What You Can Do This Week

If you’re thinking, “Okay, this makes sense… but where do I start?” — here are 5 actions to take now:

Google your clinic and note what shows up. Anything outdated? Confusing? Missing?
Claim or update your Google Business Profile — make sure your hours, services, and contact details are accurate.
Add a “Why Choose Us” page that introduces your team and shows your approach to care.
Ask for a few recent reviews — ideally mentioning your clinic’s name, location, and services.
Write (or republish) one blog post or FAQ that answers a question patients often ask.

It doesn’t need to be perfect. It just needs to be helpful and human.

In Summary

SEO isn’t dead. It’s expanding.
You’re no longer just competing for clicks — you’re competing for trust.
AI search doesn’t replace Google. It adds another layer. And clinics that understand that shift will stand out.
Your entire online presence contributes to your discoverability — not just your website.
Simple, consistent actions build a strong foundation.

The clinics that show up in this new world?
They’re the ones that teach, share, connect, and earn trust — one footprint at a time.

Looking for an easier way to manage your website and show up in search?

If you’re not sure where to start with SEO or AI search, Clinic Sites can help you build trust online, from a strong website to local SEO and reputation-building. So AI tools and real people alike see you as the trusted expert you are.

>> See your free website preview or learn more about SEO Booster

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