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.

Want to talk more about Web Design? Contact an UpOnline representative to chat today!

Phaseout of Third Party Cookies in Google Chrome

In June 2021, Google announced their plan to remove third-party cookies by the end of 2023 within Google Chrome (in July 2022, Google delayed this plan to the end of 2024). The plan to remove third-party cookies did not come as a shock to most people, however, as other browsers such as Firefox and Safari already did the same back in 2013. Google made this decision amidst popular sentiment amongst consumers to have their personal tracking data limited, and when required, safe from hackers and other companies. Read on to learn how this change will affect digital marketers and businesses.

How third-party cookies helped marketers

Essentially, third-party data helped marketers and businesses understand user behaviour across many websites. This allowed them to personalize their marketing techniques to yield high click-thru rates and conversions at a lower cost compared to traditional marketing (think of billboards, poster ads in public transport, etc. that are not as targeted). Marketers could also follow users through their buying journey and even remind them that they abandoned their cart. In fact, 80% of advertisers rely on third-party cookies to track user behaviour and deliver relevant ads, according to Epsilon.

Why did Google choose to remove third-party cookies?

The reason behind Google’s decision is similar to that of Firefox’s and Safari’s back in 2013: primarily due to consumers’ concerns about privacy and data selling. With third-party cookies being sold to external companies, there are ethical concerns about what the buyers are doing with the data, who they are selling it to, and how they are keeping it safe from hackers. While some data such as age and country of residence may not be as troubling to some if they were to be leaked, data can often include or link to sensitive or identifiable information such as full name and address - which are easily harmful in the wrong hands. This point is only solidified by research suggesting that only 11% of website visitors accepted cookies.

Image source

What can be done after third-party cookies disappear?

It’s no surprise that with the prevalence and power of third-party data in personalizing marketing efforts, 41% of marketers believe the inability to track the right data will be their biggest challenge going forward.

However, it’s important to note that Google is only phasing out third-party cookies, not all cookies. Businesses can still use first-party cookies, which include data and tracking within their own business that cannot be shared with others. This means that data collected on a certain domain is not shared with advertising partners or other websites (directly).

Like all cookies, first-party cookies came into existence as a way to aid the user, for convenience, before being further engineered to connect and cater the buying or advertising experience. First-party cookies are what makes it possible to remain logged in to your favourite news feeds, social media platforms, and online grocery sites, offering conveniences with specific and hopefully reasonable allowances to deliver features. Before auto-fill-type browser features, first-party cookies pre-filled your username so you didn’t have to each time you logged into a website.

First-party cookies are used for clever and effective marketing. One method is to offer a special offer for first-time users, such as a discount or free offer. Another technique personalizes a website to each user based on their activity on previous visits. For example, you likely notice that Amazon retains information about what you were shopping for in order to personalize what you see when you arrive at the homepage next time.

When third-parties cookies are finally dropped, older marketing techniques may make a comeback. Contextual advertising, for instance, is the method of placing ads in content based on the type/category of the content. If you are marketing for a furniture brand, you could place ads in articles about home decor. There is less personalization in this method, but it is still likely to reach the right target audience.

To learn more about what UpOnline is doing to prepare for the fall of third-party cookies and how our services can provide maximum tracking without the use of third-party cookies, contact us today!