The way patients find and choose healthcare providers is changing.
AI is transforming how people search, how content is ranked, and how decisions are made online.
Tools like ChatGPT, Google’s AI Overviews, and Bing’s new AI-powered results aren’t just futuristic add-ons. They’re reshaping the entire search experience right now. And as AI-generated content floods the web, the pressure is on for healthcare practices to stand out with real, helpful, trustworthy content that connects.
If your practice has noticed a dip in website traffic or unpredictable search rankings, you’re not alone. But SEO isn’t dead: it’s evolving. And with the right strategy, you can still grow your online presence and attract the right patients.
Lately, our team has been getting a lot of questions from clients about AI, including what it means for SEO, whether their campaigns are still working, and how to stay ahead of the curve.
This article aims to answer those questions and give you a clear, practical view of what AI means for your marketing strategy in 2025.
practiceedge AI statement
Before we get into the specifics about AI and automation, here’s our 2025 AI statement.
We’re fully aware of how rapidly AI and automation are reshaping digital marketing, and we’re committed to staying ahead of those changes. At practiceedge, we selectively use some AI and automation tools to support efficiency and insight, while ensuring every campaign is led by human strategy, creativity, and clinical awareness. From content to SEO, automation helps us enhance efficiency, but never at the expense of quality or patient trust.
How AI is changing search
Search is no longer just about Google rankings and blue links. The way people find healthcare information and choose providers is being reshaped by AI at every level.
AI-generated content has flooded the internet
Thanks to tools like ChatGPT, Claude, Gemini, and others, generating content is faster and easier than ever. According to SEO.com, over 84% of marketing teams are already using AI to support their content strategies. That means your content is competing not just with real healthcare providers but with an endless stream of AI-written articles, directories, and low-quality blog posts.
What it means for your practice:
There’s more noise online than ever. To stand out, your content needs to be helpful, specific, and deeply relevant to your patients. AI can’t replicate your expertise, local knowledge, or real-world patient outcomes, but you need to clearly showcase these through your content.
Search behaviour is shifting beyond Google
Patients are increasingly using AI-powered tools, such as ChatGPT, Bing Copilot, and Amazon’s AI assistant, to ask health-related questions. These tools often bypass traditional search listings and serve users instant summaries instead.
And Google itself is evolving. With AI Overviews (formerly called Search Generative Experience), users now see AI-generated summaries at the top of the results page, with fewer clickable links underneath. In fact, a study by BrightEdge estimates that over 50% of Google queries will be impacted by AI Overviews by the end of 2024.
What it means for your practice:
You may see a dip in traditional search traffic. Even if you’re still ranking, fewer people might be clicking through to your site. That’s why it’s essential to:
- Focus on content that earns trust and visibility across multiple search platforms.
- Optimise for both humans and AI, using structured data (like SCHEMA) to help search engines understand and prioritise your site.
Microsoft and Bing are stepping up
Microsoft’s integration of Copilot AI into Bing and Edge is shifting how search works on desktop. They’ve confirmed that their AI tools rely heavily on SCHEMA markup to extract relevant answers from websites.
According to Exploding Topics, 48% of marketers believe technical SEO, including SCHEMA, will become even more important in the AI era.
What it means for your practice:
If your website doesn’t have the right technical foundations, you may be invisible to these AI tools, even if your content is great. Adding or improving SCHEMA (like healthcare provider information, FAQ markup, and service areas) can give your site an edge.
The bottom line for healthcare practices
These changes might seem daunting, especially if you’ve relied on Google traffic in the past. But they also present a new opportunity:
- Great content is still rewarded. AI tools are trained on real, trustworthy content. If your site is well-structured and informative, it’s more likely to be featured or cited.
- Trust matters more than ever. Whether a patient finds you on Google, ChatGPT, or Bing Copilot, they need to feel confident in your credibility.
- Strategic SEO matters. AI has raised the bar. Quick wins and spammy tactics no longer work. You need a thoughtful, long-term strategy that focuses on both visibility and conversion.
Is SEO dead in 2025? No, but it’s different
We hear this question almost weekly: ‘Is SEO still worth investing in with all these AI changes?’
The short answer: yes, absolutely. But the playbook has changed.
In the past, SEO success often came down to volume: the more blogs, pages, and keywords you could churn out, the better. But with AI-generated content flooding the web, that quantity-based approach no longer cuts through.
Now, relevance, authority, and strategy are everything.
Why SEO is still very much alive
- People still search for healthcare services online. Nearly 70% of consumers still begin their decision-making process by searching for information on a search engine, whether it’s Google, Bing, or an AI assistant.
- Google still values real expertise. Their ranking systems (including Helpful Content Updates and E-E-A-T) are designed to reward content written by qualified professionals with real-world experience.
- AI still needs high-quality websites to extract from. Generative tools pull their answers from trustworthy sources, so having a well-structured, authoritative website is more important than ever.
What doesn’t work anymore
- Writing blog posts just to hit keywords.
- Thin or duplicate service pages.
- Generic location pages with no real value.
- ‘Set and forget’ SEO with no ongoing review.
These tactics might have worked five years ago, but now they’re more likely to get ignored (or penalised) by search engines and AI tools alike.
What does work in 2025
- Helpful, specific content that actually answers patient questions.
- Brand authority, as patients (and AI) trust names they recognise.
- Conversion-focused pages that guide users to take action.
- Human-led SEO strategy, not AI copy-pasting.
Even if traffic is declining from traditional search listings due to AI Overviews, the goal remains unchanged: attracting the right patients and encouraging them to take the next step.
Traffic is down for many sites, and that’s okay
Yes, some healthcare websites are seeing lower traffic this year. However, smart marketers are shifting their focus from quantity to quality.
Less traffic doesn’t always mean worse performance. If you’re getting fewer, more qualified visitors and converting more of them into bookings, that’s a win.
It's no longer about chasing clicks. It’s about earning trust, being visible in the right places, and converting interest into action.
What’s still working in SEO and what’s changed?
While tools, platforms, and algorithms have evolved, the fundamentals of strong SEO remain essential. The healthcare practices that will succeed are the ones that can stay focused on what truly works!
What’s still working?
1. E-E-A-T: Experience, Expertise, Authoritativeness, Trust
Google continues to prioritise websites that show real-world expertise, especially in healthcare. Content that is clearly written or reviewed by qualified professionals ranks better and builds trust with readers.
What this means for your practice:
- Include clinician bios and qualifications on your site
- Attribute content to real team members where possible
- Highlight years of experience, areas of expertise, and professional affiliations
- Link to credible sources when discussing medical topics
2. Clear website structure
A well-organised site is easier for both users and search engines to navigate. This means having a clear menu, logical internal linking, service categories grouped properly, and a consistent format across pages.
What to prioritise:
- Descriptive URLs
- Consistent headings (H1, H2, etc.)
- Easy-to-navigate menus
- Clear calls to action on each page
3. Conversion-focused pages
Getting visitors to your website is just one step. Turning those visitors into patients is what matters most. Every page should be designed to educate, reassure, and guide users toward the next step.
What works right now:
- Strong and relevant calls to action
- Testimonials or reviews to build credibility
- Patient-focused copy that explains what to expect
- Mobile-friendly, fast-loading design
4. Location and service pages
For practices offering services across multiple suburbs or clinics, location-based SEO is still critical. People still search for things like ‘osteopath in Preston’ or ‘child psychologist near me,’ and local signals remain a ranking factor.
What to do:
- Create unique content for each location
- Avoid duplicating the same template across suburbs
- Include maps, clinic hours, practitioner names, and real local relevance
What’s changed and where to adapt
1. SCHEMA is now essential
As Microsoft and other AI search platforms rely on structured data to understand and serve content, SCHEMA is more than just a technical nice-to-have. It directly impacts whether your practice appears in AI-powered search results.
Focus on:
- Adding healthcare provider and local business SCHEMA
- Marking up FAQs, blog articles, services, and reviews
- Ensuring SCHEMA is error-free and updated regularly
2. Generic content no longer performs
AI tools can create surface-level content in seconds. To compete, your practice needs to go deeper. Unique, thoughtful, and experience-driven content is what stands out.
Content that resonates:
- Patient FAQs answered with empathy and clarity
- Personalised service descriptions with your process and approach
- Real-world insights and professional guidance
- Blog posts based on real questions from your patient base
3. Brand recognition supports SEO
Search engines and AI tools are increasingly using brand signals to assess trustworthiness. This includes your online reviews, mentions across the web, and how users engage with your content.
What this means:
- Encourage patient reviews and respond to them professionally
- Be consistent with your branding across your website, Google Business Profile, and social media
- Build awareness through other channels like email, partnerships, and events
- Treat SEO as one part of a broader visibility strategy
The takeaway
SEO in 2025 is no longer about chasing keywords or publishing more content than your competitors. It’s about showing real expertise, helping real people, and being clear and consistent about who you are and what you offer.
The healthcare practices that win will be the ones that treat SEO as a long-term trust-building activity, supported by both strong technical foundations and a clear patient-first strategy.
Using AI in marketing (the right way)
AI tools can be incredibly useful in healthcare marketing, but like any tool, how you use them matters. When applied thoughtfully, AI can improve efficiency, support creativity, and help you scale certain tasks. But without clear direction or quality control, it can quickly dilute your brand, confuse your messaging, and erode patient trust.
At practiceedge, we believe AI should support your strategy, not replace it.
Where AI can help your practice
1. Content efficiency
AI can help generate first drafts, repurpose content for different platforms, or speed up repetitive writing tasks like meta descriptions, social captions, or FAQs. This can save time and allow your team to focus on higher-value tasks.
2. Research and idea generation
AI tools are great for brainstorming blog topics, outlining new landing pages, or surfacing common patient questions. They can help you stay relevant and spot trends before they become mainstream.
3. Admin and workflow support
From email drafting to summarising analytics reports, AI can make your internal processes smoother. When used well, it can reduce the admin load on your team and help you move faster without sacrificing quality.
Where human strategy still matters
1. Message, tone, and audience fit
AI can generate copy, but it can’t replace the nuance of tone or the understanding of your audience’s emotional drivers. In healthcare, especially, trust is everything. Patients want to feel heard, understood, and safe. That requires human insight.
2. Clinical accuracy and compliance
AI does not know what is safe to say, what’s covered by AHPRA guidelines, or how to word things to avoid overpromising. All content in healthcare needs careful review by qualified professionals.
3. Strategic direction
AI can’t decide which services to promote, which audience to prioritise, or which channel will give you the best ROI. It can support your execution, but it cannot replace a strategic marketing plan built around your specific goals and strengths.
4. Local knowledge and brand differentiation
AI doesn’t know how your practice is different from the one down the road. It won’t capture your unique approach, your team culture, or what your patients love about you. That’s what turns a click into a booking, and that’s where human marketing professionals make the difference.
The practiceedge AI ethos
With AI changing how people search and how content is surfaced, SEO requires more than just rankings. It demands a strategy that balances visibility, trust, and patient experience. At practiceedge, we’ve evolved our approach to meet these changes, combining modern tools with proven marketing principles.
Our goal is simple: to help healthcare providers grow with confidence, clarity, and integrity.
How we’re helping practices succeed with AI
1. Strategy first, always
Every campaign starts with a clear plan. We focus on your goals, your audience, and your competitive advantage. Whether you’re launching a new service, growing referrals, or expanding to new locations, we map out the digital pathway to support it.
2. Blending AI with human expertise
We use AI where it makes sense to speed up processes, uncover insights, or draft initial content. However, real people review, refine, and guide every piece of work. That includes strategy, messaging, tone, compliance, and performance analysis.
3. Prioritising conversion over clicks
Traffic is useful, but bookings matter more. We build landing pages, website structures, and local SEO strategies that help convert visitors into patients. That means designing pages that load quickly, answer real questions, and guide users clearly to take the next step.
4. Building long-term brand visibility
We don’t just chase short-term rankings. We help practices build trust, authority, and consistency across every digital channel, from your website to your Google Business Profile, reviews, and content. This approach supports both search visibility and patient confidence.
5. Keeping you ahead of the curve
SEO is changing fast. We stay across industry updates, test what works, and adapt your campaign accordingly. Whether it’s rolling out SCHEMA updates, refining AI summaries, or shifting your content plan, we move with clarity and purpose, not panic.
Our clients see the difference
Many of our healthcare clients have come to us after seeing traffic plateau or drop. Through a combination of brand-building SEO, content realignment, and technical updates, we’ve helped them:
- Recover visibility
- Improve conversion rates
- Attract higher-quality enquiries
- Strengthen their digital presence across channels
We’re not chasing clicks, we’re building sustainable marketing foundations that drive results.
Frequently asked questions
Is SEO dead in 2025?
No. SEO is evolving, not disappearing. While AI is changing how search works, practices still need a strong digital presence, trusted content, and clear service information to attract patients online. The strategy has shifted, but the need hasn’t.
How do I optimise my business for AI search tools like ChatGPT or Bing Copilot?
Start by ensuring your website is well-structured, includes SCHEMA markup, and demonstrates real expertise. Content should be clear, trustworthy, and relevant to patient needs. AI tools pull from high-quality, reliable sources. If your site meets those standards, you’re more likely to appear in results.
What is GEO (Generative Engine Optimisation)?
GEO refers to optimising your content specifically for AI-driven search engines, such as ChatGPT or Bing Copilot. It involves focusing on structured data, helpful content, and strong topical authority, so that your practice is more likely to be referenced or surfaced in AI-generated summaries.
Will people stop using Google?
It’s unlikely, but they may start using other tools along with it. Many people are using ChatGPT, voice search, and Bing AI to get quicker answers. Your marketing strategy should be adaptable, covering traditional SEO, local optimisation, and AI search readiness.
Is AI content good for healthcare?
Only when used properly. AI can help with drafts, outlines, and speed, but it shouldn’t replace human insight. In healthcare, accuracy, tone, and compliance are too important to leave to automation alone. Use AI for efficiency, but rely on expert review and strategic direction.
Does my website need SCHEMA?
Yes. SCHEMA markup helps search engines and AI tools understand your content more clearly. It’s especially important now that platforms like Bing Copilot are confirming their reliance on structured data. It supports everything from service pages to FAQs, articles, and practitioner profiles.
Why is traffic dropping if I’m still ranking?
AI overviews and answer boxes are reducing the number of clicks to websites. Even if your site ranks well, fewer users are clicking through. This makes conversion-focused SEO, brand visibility, and trust-building even more important.
Should we still write blogs?
Yes, but only if they’re useful. Blog content should answer real patient questions, provide guidance, or support your authority in a specific area. Avoid generic topics and aim for quality, not volume.
AI and healthcare: the verdict
AI is a tool. It’s not a shortcut, a strategy, or a substitute for trust.
Used properly, it can enhance what you’re already doing by making your content more efficient, your ideas more dynamic, and your operations more streamlined. But it still needs direction, oversight, and a strong strategic foundation.
At practiceedge, we use AI to support content creation, SEO auditing, and idea generation, while keeping all strategic decisions and client-facing work led by real people who understand healthcare, marketing, and your audience.
