Newish Kid on SEO’s Block: AI
SEO has long been the backbone of organic digital marketing. You drew traffic to your website by leveraging keywords and backlinks. For example, by optimizing for "best pediatric care," your hospital could secure top rankings on Google.
AI is changing the landscape. Chatbots like ChatGPT and Gemini offer direct, conversational answers. Patients can ask, "What's the best treatment for chronic back pain?" and receive immediate responses. And it's not just chatbots. Search engines themselves are now providing AI generated answers before showing webpage results.
Relying on SEO alone is no longer enough.
Comparing Content Authority for SEO and AEO
Content authority significantly impacts how highly ranked your page appears in search results. Below are the differences in how SEO and AEO evaluate content authority.
Content authority in SEO
Search engines assess authority through backlinks and domain reputation. Your clinic's blog might rank higher due to links from reputable medical journals. Keyword optimization and user engagement metrics also influence rankings.
Content authority in AEO
AI answer engines rely on training data. They prioritize information that is widely recognized (i.e.: most often repeated) and consistent across reputable sources. It’s important to note that there is little transparency on the exact algorithm behind reputability, though. For example, an AI chatbot is more likely to reference the CDC or WHO than a recent SEO-optimized blog post from your website.
AI models also favor content written in clear, conversational language. Content structured in a Q&A format—anticipating questions like "How can I manage my anxiety?"—is more likely to be preferred by answer engines.
Strategies for Optimizing Content for AEO
Align with authoritative sources
Your content needs to align with current medical standards. Update your articles to reflect the latest WHO recommendations to enhance credibility and boost the chances of inclusion in AI training data.
Collaborations and citations are also valuable. Partner with respected experts and cite reputable sources. Co-authoring with a leading cardiologist enhances authority in the eyes of AI models.
Adapt content structure and language
Write as patients speak. Instead of "Hypertension Management," use "How can I lower my blood pressure?" This aligns your content with AI query patterns.
Structure content for easy digestion: AIs “read” like humans do. Adding FAQ schema provides a clear question and answer format that AI can extract.
Example of the difference between optimizing for SEO vs AEO for writing articles:
- SEO approach: "Top 10 Cardiology Services We Offer," packed with keywords.
- AEO approach: "How can I find the best cardiology care near me?" that directly answers patient queries.
Not All Is Lost: SEO best practices that also apply to AEO
While you must adapt to AEO, most SEO best practices are thankfully still worthwhile for AEO. One of the keys of optimizing content for SEO is creating structured and accessible content. This also improves AEO, so it’s a must. The two main trusts for this are:
- Use clear formatting: Use headings, bullet points, and summaries to improve readability.
- Optimize for machine reading: Use structured data and metadata that make content easier to collect. (PS: we wrote an article about structured data that you should read)
Conclusion and Practical Steps
User behaviors are shifting to AI chatbots. Also, traditional search engines are prioritizing AI-generated answers over web pages. You have no choice but to embrace the shift to Answer Engines because traditional SEO tactics are no longer enough to maintain visibility.
The three AEO strategies I recommend you prioritize are:
- Audit your content: Ensure alignment with authoritative sources
- Adjust your writing style: Adopt a conversational, question-focused approach
- Keep optimizing for SEO: Most of that effort is valuable for AEO too
Embracing AEO practices will keep your healthcare organization visible and trusted in this changing landscape.
It's time to adapt—not just to keep pace, but to lead the way.
PS: It’s important to realize that AI is opaque (“black box”) and evolving every day. The following recommendations might no longer apply in a few years (or months!). The same goes for customer behavior ;)