For years, search engine optimization (SEO) has been the foundation of digital marketing for medical and specialty practices. Ranking higher in Google meant more visibility, more clicks, and more patient leads.
But today, search behavior is diversifying – rapidly.
Patients aren’t just typing into Google anymore. They’re asking Siri, chatting with ChatGPT, scrolling TikTok or YouTube, and browsing AI summaries that answer their questions directly. In many cases, patients never even click on a website. They see or hear the answer in the same place they make their queries and make decisions from there.
That’s how search engines are migrating to answer engines, and AEO has emerged as the next generation that builds on SEO to help your practice stay visible and chosen in this new landscape.
What is AEO, really?
As the newest wave of evolution in search marketing, AEO does not replace SEO – it widens the net. Think of it as “SEO plus.”
Traditional SEO best practices still apply, especially since Google remains the dominant player in search. But instead of competing for page-one rankings, AEO helps ensure your practice’s information is leveraged as part of the direct answers patients now see or hear when they search using AI-driven platforms.
So while SEO helps you rank, AEO helps you be recognized as the answer.
When someone says Hey Siri, what’s the recovery time after a tummy tuck? or asks ChatGPT Who provides hearing tests near me?, AEO aims to have AI pull your practice in as a top relevant source for that conversation.
Why this shift matters right now
In the new world of search, visibility isn’t about being first – it’s about being found. Consider these insights:
- Nearly 60% of Google searches no longer result in a click. Patients are getting their answers directly from AI summaries and visual search results.
- A majority of all searches have become conversational. People are asking full questions, not typing keyword strings.
- Patients are searching everywhere. TikTok, YouTube, Instagram, and Reddit are now powerful discovery platforms for health-related information.
- Local intent drives action. 76% of people who search “near me” visit a business within 24 hours.
Patients still need a provider and will look online – they’re just finding them in more places than ever before. For example, a patient might see a TikTok about laser resurfacing, ask ChatGPT about recovery time, check Google Reviews for local clinics, and then use Maps to locate your practice. To stay visible, your practice must be ready to meet patients wherever they search.
How AEO strengthens your existing SEO strategy
Because AEO is built on top of SEO, your current optimization efforts are not wasted. They just need to expand for the new world of answer engines. Here’s how AEO enhances what you’re already doing:
- Structured answers: AEO organizes your existing content into clear, concise Q&A formats that AI platforms can easily interpret.
- Voice readiness: AEO helps your information surface in voice assistants like Siri and Alexa.
- Local authority: AEO ensures your location, specialties, and reviews are tied to your name when patients ask nearby queries.
- Multi-platform visibility: AEO expands your reach to AI tools, social platforms, and next-gen search experiences.
In other words, AEO doesn’t compete with SEO. It completes it – because when someone searches Who’s the best vein specialist near me?, they’re not browsing casually. They’re deciding.
Therein lies what makes AEO so powerful: its ability to capture bottom-of-funnel patients who are already ready to act. By appearing in AI summaries, map results, and voice answers, your practice becomes a clear next step. That’s how AEO drives additional qualified leads, more conversions, and a digital footprint that compounds over time for lasting local authority.
Why partner with Onspire Health Marketing
Healthcare marketing is meaningful. Patients aren’t just buying a product – they are making deeply personal decisions about their health. That’s why your marketing partner needs to understand both healthcare strategy and the evolving world of digital discovery.
At Onspire Health Marketing, our AEO Advantage solution is built specifically for medical practices of all types and sizes. From content strategy and execution to schema markups, local optimization, online reviews, analytics, and more, we bring the expertise and manage the complexities, so your team doesn’t have to.
Explore AEO Advantage
About Onspire Health Marketing
Onspire Health Marketing ignites long-term, sustainable growth for hospitals, medical specialties and practices, and healthcare organizations of all types. We combine digital innovation, data-driven marketing strategies, and transformative growth solutions to provide full-service healthcare marketing solutions. With a vision that extends well beyond the conventional, we drive healthier brands through the power of authenticity, trust, and innovation.
Connect with us online or by email at grow@onspirehm.com today.