Optimizing for AI, Trends in Search, and more!

Google formally introduced what we now know as AI Overview in May 2024. This feature was originally introduced as Search Generative Experience, and is generally believed to have been developed to compete with other AI-first search services like ChatGPT.

With AI Overviews appearing more frequently in common Google searches and the growing trend of search through ChatGPT, there has been a growing need to help our clients stay ahead of the curve. This includes building strong Answer Engine Optimization (AEO) and Artificial Intelligence Optimization (AIO) for practices to show in results for relevant searches.

Does Search Engine Optimization (SEO) still matter?

This is a common question while trying to demystify Google’s AI overview. SEO still matters! A website with poor SEO is less likely to be used in an AI overview. Users will still find it beneficial to view organic search results to find answers to many of their queries and read or review additional linked content.

Immediate Challenges with AI Overview

The introduction of AI Overview marked a shift towards click-free search and summarized search results. Click-free search is defined as a search scenario where a user receives the answer to their query directly on the search engine results page without needing to click on any website links. This affects traffic and visits to the business’s website. Though content from a website may be pulled into an AI overview answer, tracking how much content and from which pages for answers is difficult.

De-mystifying Google’s AI Overview

AI Overview is Google’s preferred search result over Google Business Profile listings, Places, Knowledge panels and even over Google Ads. Although SEO remains important for Google search results, additional on-site optimization techniques are necessary to help websites appear in AI Overview results.

Implementing Schema Markup

Schema markup, or structured code, is the code added to a website's HTML that uses a standardized vocabulary to help search engines understand its content's meaning and context. In the example of Google, this markup is used to determine whether content from a certain page could be included in AI Overview and ChatGPT. Google also uses schema markup to create “rich results”, such as call-to-action buttons within a search result.

These rich results only appear when Google believes they will enhance the search result. From observation, rich results appear on the first page of results. Here are the results from a sample search for Markham Dentist accepting new patients, note the expanded AI Overview results.

Reactions and Trends with AI search

According to the Bain–Dynata Generative AI Consumer Survey from December 2024, about 80% of search users rely on AI summaries for answers and tend to read AI overviews 40% of the time. With a growing trend of reliance on AI summaries, there is ongoing concern about how and where information is sourced.

A prime concern is whether or not the summaries are correct. AI overview can sometimes miss the context of what was said since they are only pulling portions of articles, studies or even Reddit posts! Google states that AI overview is “experimental” and may include mistakes; however, with the growing convenience of click-free search, specifically with Google search, users seem less willing to search for answers outside of AI overview.

A second concern is user privacy. In the past few years, you may have read stories about ChatGPT user logs being exposed. Chats can be stored, reviewed, and used to improve the model, especially if chat history is on. A similar concern is present for AI summaries, as there is no consent given from forum users, websites, and social media users to be included in these search results. As of September 2025, there does not seem to be a defined and accurate way to exclude your website from AI overview. But there are methods and some new technologies to prevent AI Bots from scanning websites. Technologies are also being developed to track and charge AI Bots for each scan they perform of a website, which will be useful in various industries.

The Results so far

So far, we have been able to confirm that our clients’ websites are consistently being included in Google’s AI overview and ChatGPT results. However, there are far more variables used to determine what content will be shown to an end user (location, previous searches). The journey of optimizing websites in a new AI search world does not stop here!

We are constantly learning more and discovering new features and tools to make our AEO and AIO more efficient and accurate, and we’re excited to be at the forefront of this pivot in the online space.

Navigating AI in Search: What It Means for Dental and Healthcare SEO

As AI continues to reshape how we interact with search engines, many businesses, especially in the dental or healthcare space, are wondering how these changes affect their visibility online. A common question we hear is: “Does Google’s new AI-powered search impact how patients find local practices?” And just as importantly: “Should we be using AI to generate SEO content?”

Google’s AI Answers and Local Healthcare Searches: Google’s AI-powered search features, like AI Overviews and SGE (Search Generative Experience), are designed to synthesize information and provide quick answers to complex queries. But when it comes to local intent searches, like “dentist near me” or “emergency care in Vancouver”, AI summaries often take a back seat to traditional local results.

In fact, for searches involving location-based services, Google continues to prioritize the Map Pack (Local Maps Search), Google Business Profiles, and local organic listings. AI-generated answers may appear, but they will rely and compliment the visibility and trust signals that come from strong local SEO.

AI Mode now shows up before the paid and organic search results, but for local intent queries, Google still leans heavily on map listings and local profiles.

AI is transforming how we search, but when it comes to local businesses like dental or healthcare practices, what matters most hasn't changed: showing up in local listings, Google Maps, and organic searches. In other words, local SEO is still the backbone of visibility.

Yes, Google has made it clear that AI-generated content is not against its guidelines, as long as it’s helpful, original, and created with people in mind, not just algorithms. But here’s why we choose not to rely on AI for SEO content:

• Trust and Expertise Matter More Than Ever

In healthcare, content must reflect real expertise and experience. That’s because dental and healthcare websites fall under what Google classifies as “Your Money or Your Life” (YMYL) topics—subjects that directly impact a person’s health, safety, or financial well-being. As such, they’re held to a much higher standard. Google expects this content to demonstrate E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), ensuring it’s created by credible sources with real-world knowledge. AI can assist, but it can’t replicate the nuance of a practitioner’s voice or the credibility of a licensed expert, especially when trust and accuracy are on the line.

• We Prioritize Quality Over Quantity

AI can churn out content quickly, but speed doesn’t equal good strategy. We focus on crafting content that’s tailored to your audience, reflects your brand voice, and aligns with your long-term goals.

• We Avoid Risky Shortcuts

Google’s March 2024 Core Update specifically targeted low-quality and AI-generated content that was believed to manipulate weight or rankings. Even if AI-generated content is technically accepted, it’s a tool that can be abused.

• We Believe in Human Touch

Our content is written and edited by real people, professionals who understand your industry, your patients, and your values. That’s how we build trust, not just with Google, but with you and your audience. We use tools, including more AI, to better manage and maximize our services for you and generate or edit some of that content, captions and even imagery.

“Regardless of whether AI is involved in the content creation process, it is crucial to evaluate the content in terms of Who, How, and Why it is produced.” 

Google Search's guidance on using generative AI content on your website
https://developers.google.com/search/docs/fundamentals/using-gen-ai-content

AI is transforming search, but for dental and healthcare practices, authenticity, local visibility, and trust still reign supreme. We continue to adapt to the changes and opportunities AI gives us with strategy, not shortcuts.