How to appear on Google and AI: the essential guide for healthcare professionals
- Mariana Juste
- Jun 8
- 6 min read
A few years ago, most patients relied heavily on referrals, recommendations from friends, or a quick Google search. Today, they still use Google — but they also turn to AI platforms such as ChatGPT, Gemini, Claude, and Perplexity to research symptoms, compare providers, and understand treatment options.
In other words, the patient journey has become more complex. According to recent research, 79% of adults globally search online for health information (Annenberg Public Policy Center, 2025). A patient may search Google for symptoms, ask ChatGPT for an explanation, read online reviews, visit several websites, and only then decide whom to contact.
If your practice cannot be found on Google — or understood by AI platforms — you may be missing strategies to attract patients who are actively looking for the services you provide.
This is where SEO, AEO, and GEO come in
Acronyms vary, concepts are still emerging, and there is no absolute consensus yet on the best way to implement AEO and GEO. However, what we do know is that there are indeed best practices already observed that considerably increase the likelihood of being cited by an AI.
The goal is simple: ensure the right patients find you when they're actively searching for care.
So, let's talk about how to appear on Google and AI platforms.
What is SEO and why does it attract patients?
Search Engine Optimization (SEO) is the practice of optimising your website or blog content to rank higher in traditional search results — Google, Bing, and others. It’s about visibility in the organic (non-paid) search results, where users are most likely to click.
Let’s get one thing straight: SEO is not magic. It’s not about tricking Google into showing your website. It’s about understanding how search engines work and aligning your content and technical setup with their expectations.
In simple terms, SEO helps ensure that when a potential patient searches for the services you provide, your practice has a realistic chance of being found.
For example, patients may search for:
"Dermatologist near me"
"Private GP in London"
"Dentist in Manchester"
"Menopause treatment"
If your website is well-optimised, search engines are more likely to display it on the first page of Google results.
SEO helps you:
Increase organic website traffic;
Improve search rankings;
Generate qualified patient enquiries;
Strengthen online authority;
Improve local visibility.
Key SEO elements:
Website speed and performance;
Mobile-friendly design;
Keyword optimization;
High-quality content;
Local SEO;
Internal linking;
Structured data (Schema Markup).
Google plays a major role in determining which healthcare websites patients discover first. That is why SEO remains one of the most valuable long-term investments a healthcare practice can make.
What is GEO?
GEO (Generative Engine Optimization) is the process of optimising content so that AI platforms can understand, trust, and reference it when generating answers.
Unlike traditional search engines, AI models often provide direct responses instead of presenting a list of websites.
For example, a patient may ask: "What are the symptoms of type 2 diabetes?" or "Should I see a breast specialist for persistent breast pain?". Instead of displaying ten blue links, AI platforms generate a response using information gathered from multiple trusted sources. GEO helps increase the likelihood that your content becomes one of those sources.
GEO helps you:
Increase visibility in AI-generated answers;
Improve content discoverability;
Build digital authority;
Strengthen topical expertise;
Prepare for the future of search.
Key GEO elements:
Clear content structure;
Entity optimisation;
Semantic relevance;
Expert-authored content;
Strong E-E-A-T signals;
Structured data;
Question-and-answer formatting.
After all, if AI is helping patients make decisions, it makes sense to ensure your expertise is part of the conversation.
What is AEO?
AEO (Answer Engine Optimization) focuses on optimising content to provide direct answers to user questions. Think of AEO as the bridge between SEO and GEO. Its purpose is to help search engines and AI systems quickly identify the most useful answer within your content.
Examples include:
Featured snippets;
Google's AI Overviews;
Voice search responses;
AI-generated summaries.
AEO best practices:
Use question-based headings;
Provide concise answers near the top of sections;
Create FAQ sections;
Structure content logically;
Use schema markup.
A simple rule applies here: if a patient can easily find the answer, Google and AI systems usually can too.
SEO vs GEO vs AEO: a side-by-side comparison
Why SEO, GEO and AEO are essential for healthcare practices
Patients no longer follow a single path when researching healthcare providers. A typical patient journey may look like this:
Search symptoms on Google.
Ask ChatGPT for an explanation.
Compare providers online.
Read reviews.
Visit your website.
Book an appointment.
Some patients start with Google; others start with AI, but many use both — sometimes within the same five minutes.
Healthcare professionals face a unique challenge: they must be visible in both traditional search engines and AI platforms. The practices that understand this shift early are likely to have a significant advantage in the years ahead.
The challenge to appear on Google and AI
Healthcare is not like retail. You can’t just optimise for “cardiologist near me” and hope for the best. You need to be seen as a trusted authority — and that’s where SEO, AEO, and GEO come in.
SEO helps you appear in the search results. AEO provides direct answers, and GEO helps you be the source that AI models quote and recommend. The three strategies are not competing with one another. In fact, they work best together: they create a visibility strategy that ensures your practice is seen, trusted, and chosen.
If you’re only optimising for one, you’re leaving half your audience behind. Moreover, Google’s E-E-A-T guidelines (Experience, Expertise, Authoritativeness, Trustworthiness) are now more important than ever. AI models are trained on the same principles — and they’re getting better at detecting who’s a real expert and who’s just regurgitating old blog posts.
Can I optimise my website for SEO, AEO and GEO myself?
Here’s the catch: this might not be a DIY project for a doctor or dentist.
SEO, AEO, and GEO require specialist expertise — not just knowledge of keywords and tags, but an understanding of AI behaviour, content architecture, and the evolving algorithms that govern visibility.
Common mistakes healthcare websites make
Ignoring AI Search
Many healthcare websites still focus exclusively on Google rankings. However, patients are increasingly using AI tools such as ChatGPT, Gemini, and Perplexity to research symptoms, treatments, and providers.
Ignoring AI visibility today is similar to ignoring mobile users a decade ago. Patients may still use Google first, but many now use both search engines and AI platforms as part of the same decision-making process.
Publishing generic content
Patients are not looking for generic medical information—they are looking for expertise.
Content that could have been written by anyone rarely builds trust or authority. Instead, focus on answering the questions patients ask in consultations and sharing insights that reflect your real-world clinical experience. The goal is not to publish more content, but more valuable content.
Missing schema markup
Schema markup helps search engines and AI systems understand who you are, what you do, and where you practice.
Without it, your content may still be indexed, but important context can be lost. It is one of the simplest and most overlooked ways to improve visibility in both search engines and AI platforms.
Weak author/brand signals
Healthcare is built on trust.
Patients—and increasingly AI systems—want to know who created the content they are reading. Strong author profiles, professional credentials, backlinks, and evidence of expertise help establish credibility and reinforce trust.
Poor website structure
A confusing website makes it harder for patients to find information and take action.
Clear navigation, logical page organization, and a user-friendly experience help visitors find answers quickly while making it easier for search engines and AI systems to understand your content. In most cases, clarity outperforms complexity.
Healthcare search is evolving
Patients now use both traditional search engines and AI platforms to find information, compare providers, and make healthcare decisions. The most effective visibility strategy is no longer SEO alone.
Healthcare professionals who want to remain competitive should focus on:
SEO for search engines;
AEO for answer engines;
GEO for AI platforms.
Together, these strategies help ensure that your expertise is discoverable, trusted, and visible wherever patients are searching. Because no matter how experienced, qualified, or dedicated you are, patients cannot choose a healthcare professional they never find.
And in an increasingly digital world, being discoverable is becoming just as important as being exceptional.
Whether you need a new website or a redesign for it, we’ve got you covered.
Ready to get found? Contact us today!
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