What's actually changing
Traditional search returns a list of links for the person to evaluate themselves. Generative AI tools instead synthesise an answer directly, often citing only a small number of sources. For a query like "what should I look for in a physio for a knee injury" or "good dentists near [suburb]", the AI system decides which sources to trust and draw from, and if your practice isn't among them, you may be invisible for that question even if you'd rank well in a traditional search results page.
Why most agencies aren't addressing this yet
This shift has happened quickly, and much of the healthcare marketing industry is still operating purely on traditional SEO playbooks. That creates a genuine, if temporary, opportunity, practices that invest in structured, AI-legible content now are likely to establish a visibility advantage that becomes harder for competitors to close once more agencies catch up to this shift, similar to how early movers on mobile-first design and local SEO built a lasting edge.
What we honestly don't know yet
This is an evolving area, and it would be dishonest to claim more certainty than currently exists. The specific ranking or selection factors these AI systems use aren't fully public, they change as the underlying models are updated, and no agency can promise a guaranteed appearance in a generated answer. What we can do is apply the structural and authority principles most likely to help, based on how these systems currently behave, and monitor results as these platforms evolve.
The factors that currently seem to matter
Structured data
Schema markup that clearly describes your practice, services and credentials in a format AI systems can parse reliably.
Clear, direct answers
Content structured to directly and concisely answer specific questions, rather than requiring the reader (or the AI) to infer the answer from a long narrative.
Consistent authority signals
Accurate, consistent information about your practice across the web, the same signals that support traditional SEO also support AI trust.
Genuine expertise markers
Visible practitioner credentials and accurate, well-sourced content, the same E-E-A-T signals Google already rewards.