UpOnline Dental Marketing

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.

A.I. in Marketing

In the ever-changing sphere of digital marketing, Artificial Intelligence (AI) is silently revolutionizing the way businesses connect with their audiences. From personalized advertisements to predictive analytics, AI is transforming the industry by enabling machines to simulate human intelligence, learn, and perform tasks that traditionally require human cognition.

What is AI?

Artificial Intelligence (AI) is the process of creating machines that can perform tasks that require human cognitive abilities. The goal of AI is to simulate human intelligence in machines, so that they can think, learn, and perform tasks such as visual perception, speech recognition, decision-making, and language translation without human intervention. In simpler words, AI is like giving computers a superpower to recognize your voice, think and learn to make smart decisions.

AI's Impact on Digital Marketing:

In the realm of digital marketing, AI serves as a versatile tool for tasks like content generation, data analysis, campaign optimization, and more. By leveraging AI, businesses can make informed, data-driven decisions, personalize user experiences, and enhance campaign performance, unlocking endless possibilities for success.

You know what's fascinating? Even the biggest names in the game like Netflix, Amazon, and Spotify are all leveraging the power of AI. It's everywhere these days!

AI Digital Marketing Tools

In addition to ChatGPT, there are several AI tools available to marketers that are transforming the way they work. Some of these tools include Jasper, Writer, and Midjourney, each designed to cater to specific marketing functions such as content generation, search engine optimization, and design. By incorporating these AI tools into their work processes, marketers can achieve greater efficiency, productivity, and effectiveness in their campaigns.

Benefits of AI

AI is a game-changer in the world of digital marketing. Let’s explore how it’s reshaping the world and what opportunities it brings:

Content Creation and Optimization:

AI-generated content is gaining traction. While it won’t replace human-created content entirely, it can assist marketers in various ways
ChatGPT, for instance, can complete writing tasks, including full articles and even code. It’s a powerful tool that understands prompts and delivers prompt responses
Ways to use AI for content creation & optimization:

Content Generation: AI can create blog posts, social media updates, and product descriptions.
Keyword Research: AI algorithms analyze search trends and suggest relevant keywords.
Content Personalization: AI tailors content to individual users based on their behaviour and preferences.
SEO Optimization: AI tools analyze data to improve search engine rankings.
A/B Testing: AI helps optimize landing pages and email campaigns.
Sentiment Analysis: AI gauges audience sentiment to tailor messaging.
And many more….

Customer Experience and Service:

AI-driven chatbots provide instant responses and personalized assistance.
IVR systems enhance customer support.
AI improves brand identity creation, PPC strategies, and marketing efficiency.

The Future of AI in Marketing:

AI will continue to evolve, impacting how people seek answers and interact online.
While it won’t replace human interactions, it will enhance efficiency and effectiveness.

Artificial Intelligence (AI) is changing the game in digital marketing. It's not just a trend but a big deal, reshaping how businesses operate. As companies use AI more, they get ahead by working smarter, personalizing things, and making decisions based on data.

It is like a sidekick to human creativity, not a replacement. In the fast-changing world of digital marketing, using AI will not be a choice, but it will be a must-do strategy. The future holds even more cool stuff as AI keeps getting better, affecting how we find information and connect online. AI can be incredibly useful in marketing campaigns, but it is important to remember that it will never replace the human touch of a real marketer.

Digitally Transform Your Dental Practice With Federal Grants!

Looking for help to fund needed Technology upgrades for your practice? CDAP may be the solution!

Need to upgrade equipment or looking to make your dental practice’s digital presence known to your community? Do you need help funding new dental technologies for your clinic? The Canada Digital Adoption Program (CDAP) might be the solution to these problems, offering various benefits including access to trained professionals for advice, interest-free loans, and hiring grants.

CDAP was designed to help small and medium-sized businesses (SME) grow their online presence and use technology to build their business. There are two types of grants available through this program, and businesses are able to apply for both:

Grow Your Business Online
Boost Your Business Technology

The Grow Your Business Online grant, worth up to $2,400, is focused on improving your business’ e-commerce capabilities to remain competitive in the market. This includes increasing online referrals, adopting security software, connecting with customers through advertising, improving your social media marketing, and improving your online customers’ user experience through reputation management and other tools. Through this grant, you can work with a local service provider and connect with an e-commerce advisor. For more information on this grant, click here.

The Boost Your Business Technology grant provides up to $15,000 and up to $100,000 in interest-free loans to implement the technologies that can give your business the boost it deserves. Through this grant, you will work with a qualified digital advisor who can help you develop a custom plan to increase productivity, improve cybersecurity, respond to patients more quickly, and so much more! Furthermore, you can receive up to $7,300 to hire talented students and recent graduates who can help your business carry out its digital adoption plan. For more information on this grant, click here.

Digital adoption is essential in today's world, and its importance and use has been amplified by the COVID-19 pandemic. In this competitive market, businesses without a comprehensive online presence will find it challenging to grow and establish themselves. It's also crucial to have a presence across various digital platforms, including the web, social media, and email. Ultimately, this increased online presence will enhance the value of your business over time.

At UpOnline Dental Marketing, we offer many CDAP-compatible services to take your business online, including email marketing, website management, search engine optimization, social media management and reputation management. Talk to us today to learn how our services can support your goals and for referrals to quality CDAP-approved digital advisors!

Importance of Web Design: What makes a good website?

Web design is the process of designing, planning, conceptualizing, and arranging content online. It helps customers to understand what services or products you’re offering. In today’s world, the majority of customers visit a company's website before making any purchases. They just want to be sure that the business has an online presence.

Web design is important because it impacts how your audience perceives your brand. In other words, the website is the face of your business. When people look you or your company up on Google, your company’s website is often the first platform to be presented to them. That’s why building a good webpage that provides clear and right information can convince visitors to become customers.

A well-designed website can help you form a great first impression with prospective customers. It can also help you nurture your leads and get more conversions. Most importantly, it offers a (hopefully) positive user experience and facilitates easy access to information for visitors to your website. Functionality across the site depends on creating easy navigation, uniform layouts, great design, and graphics.

Simple and Attractive Design

A website with a minimalistic design is very accessible, easy to scan, straightforward to use, and beautiful. If your site’s design is simple, your visitors can effortlessly scan through your pages instead of reading everything from start to finish. Your logo, portfolio photos, and other images used throughout your website should be clear, visible, and have the appropriate resolution for the content and screen viewed.

Crucial factors that should be considered before designing a website include a cohesive theme, colors, typography, imagery, and of course website functionality. Choosing a color scheme that represents your brand will help you impress a strong brand image. The tone and voice of the website are enhanced by good typography. Images have the power to elicit feelings, foster trust, and even change the behavior of visitors. High-quality images are used to form an impression of professionalism and credibility in the visitor’s mind.

Ease of Use & Mobile Friendliness

The more user-friendly your website is, the more likely it is that people will engage with your content and take the desired action. A User-friendly website design will increase your web traffic and lower your bounce rate. User Experience (UX) plays a key role in helping visitors use, understand, and stay on your website.

A mobile-friendly website is a necessity because of the way people use technology today. Creating a responsive layout where your web page can adjust to different screen sizes is important to keep your reach the most visitors. Your site should satisfy both “searchers” coming for something specific and “browsers’ just looking. Help users accomplish their tasks quickly with onsite search and keep them engaged by suggesting related content and minimizing dead ends.

Quality & Clear Content

Quality content helps to attract the right audience to your website, engage them and work towards getting the user to take action on your website.

An ideal website has both great design and clear content. Using compelling language and great content can attract and influence visitors by converting them into customers.

Clear CTA

The call to action is a key component of a webpage since it serves as a guidepost for the user, showing them what to do next. Being clear about what you want your site visitors to do helps direct them and alleviates confusion. Being specific throughout your website means using direct language like (contact, register, subscribe, and download) to make it easy to engage. A Google map is a bonus. Ensure that this information is readily available on your website.

Easy Navigation & Load Time

Navigation is key to retaining visitors. Keeping navigation simple intuitive and consistent on every single page is the most important to retain your visitors otherwise if it's confusing, visitors will give up and find other options.

A drop-down navigation bar at the top of your site is a common and very simple way to organize the pages and links on your website. The expected load time is 2-3sec.

A quick tip is to optimize image sizes to help load your site faster.

Optimized for SEO

A search engine-friendly structure makes it easy for Google and other search engines to crawl your site and understand what it’s about. SEO is important since it increases the visibility of your website, resulting in increased traffic and the potential to convert visitors into paying clients.

Good SEO optimizes your visibility online. This means that the more people find your presence online, the more your online traffic increases, and the better your chances to provide your product or service to more people.

Conclusion

It is very important to create a website that is visually appealing, polished, and professional. An effective website design should fulfill its intended functions by conveying its message whilst simultaneously engaging with visitors. Every page of your website should always be fast and functional because any of them can be a potential customer's first and only impression.