With the rise of AI search, conventional SEO strategies are under pressure to be reviewed. In this article, I will explain in an easy-to-understand manner how treatment centers should optimize information dissemination and lead to attracting customers, based on the characteristics of search engines in the AI era, along with specific measures.
1. The evolution of AI search and new trends in SEO
Whereas conventional SEO aimed to “optimize to search engine algorithms,” in the current AI search era, it is important to “provide information that is easily understood by AI and is really valuable to users.” This change can be understood with the two keywords “generate (generate)” and “go (explore).”
1.1 Terminology Arrangements and Current Status: From LLMO to GEO and the Importance of “Entity Branding”
Currently, various terms such as “GEO (Generative Engine Optimization),” “LLMO (Large Language Model Optimization),” “AEO (Answer Engine Optimization),” and “AIO (AI Optimization)” are used as terms indicating AI search optimization, but these essentially express the same concept, The term “GEO” is becoming mainstream in the industry. This shows that search behavior is dramatically changing from conventional link-based “exploration” to “generation” where AI integrates and generates information. ChatGPT queries are on average longer than conventional searches, and session times are deeper, so it can be seen that users are looking for more comprehensive, high-quality answers. In order for treatment centers to increase visibility in such situations, it is essential for AI to accurately recognize the “entity (entity)” of the treatment center and link it to related information. I participated in the project as a marketing manager for this treatment center, and what I feel every day is exactly the importance of getting AI to understand this “entity.” In the past, simply packing in keywords was effective, but now I feel that showing “individuality” and “strength” as a treatment center in a form that AI can understand holds the key to attracting customers. Specifically, AI accurately recognizes the name, location, treatment details, and symptoms of treatment centers, etc., and links them to related information, leading to higher quality search results. Maintaining consistency and accuracy of treatment center information not only on websites, but also on external platforms such as regional information sites and in-industry portal sites will lead to improved reliability through AI.
1.2 The importance of “E-A-T” and “citations” in the LLM era: and the value of brand mentions
The reliability of information generated by AI is regarded as extremely important. The value of “E-A-T” (experience, expertise, authority, and reliability) advocated by Google is increasing even in the AI era. In particular, quotes from other reliable sources (medical media, expert blogs, public agency announcements, etc.) are a strong signal that information about treatment centers can be trusted. This suggests the importance of not only posting on your own site, but also increasing your exposure to external media and increasing your chances of being quoted. For example, articles contributed by treatment center directors and staff on specialized fields, and recommended comments from experts, etc. are factors that enhance the “authority” and “reliability” of AI. I myself wasn't really aware of this point of “quoting” before, but while researching the latest AI search algorithms, I was keenly aware of how important external evaluations and references are. The information posted on the clinic's website, even if it is specialized, makes it easier to gain trust from AI by showing where the information came from and who is supervising it. Furthermore, in addition to “linked mentions,” which have been regarded as important in conventional SEO, the value of “brand mentions without links” is also increasing in AI searches. This means that the media only mentions treatment centers, and there is a possibility that AI will recognize that information and lead to evaluation even if a link is not necessarily attached.
2. Treatment center content strategies for the AI era
What kind of content should treatment centers disseminate in AI searches? Specific forms of content and measures to enhance it are being discussed.
2.1 Content Creation that Balances “Primary Information” and “Expertise”: Structuring and Clarity
AI emphasizes “primary information” and “highly specialized information” in order to increase the reliability of information. In addition to specialized explanations on treatment details at treatment centers, it is important to include actual treatment results, specific improvement cases obtained there, and even specialized opinions of directors and practitioners. However, there is a possibility that a simple list of information will be buried in AI. In particular, information based on viewpoints unique to treatment centers and scientific evidence, such as AI judging that “information on this treatment center is reliable,” will have value. For example, it is possible to improve evaluation from AI by carefully explaining the mechanism of treatment and showing changes in the body due to treatment with data. When I am in charge of content marketing at this treatment center, what I always keep in mind is delivering “information that can only be found here.” I believe it is possible to create content that resonates not only with AI but also with the hearts of patients actually seeking information by conveying specialized knowledge unique to treatment centers and deep stories behind treatments that patients cannot obtain on other sites. Additionally, it is important to structure content so that AI can easily understand information. The use of bulleted lists and numbered lists, clear heading hierarchies, and simple paragraph structures help AI gather and understand information.
2.2 Generating “Empathy” with Patient's Realistic Voices and Case Referrals: The Power of Storytelling
It is important to specifically show how treatment centers respond to symptoms and concerns that many people are likely to search for, and what kind of results they are producing. For example, specific cases where people who had been suffering from back pain for many years regained their daily lives with 00 therapy and their pain level went from 10 to 3 are very appealing to patients and evoke empathy. Such case referrals are a powerful means of conveying the value of treatment centers to AI. By understanding patients' worries and concerns and showing specific solutions to them, AI will also recognize that information as highly reliable, making it easier for it to be displayed higher in search results. As I myself listen to the voices of patients, I feel firsthand how much specific improvement cases lead to trust in treatment centers. Therefore, we are not limited to simply introducing cases, but we are conscious of making patients have a story about how their lives have changed. AI may also begin to evaluate these emotional aspects and storytelling. Also, document-format content containing more detailed information, such as PDFs and technical documents, also tends to be emphasized in AI searches.
2.3 Using YouTube Channels and Strengthening “Entities”: Brand Penetration through Video
YouTube is a powerful platform that visually conveys the expertise and achievements of treatment centers. Treatment center practitioners perform and distribute specialized explanations, treatment examples, patient voices, etc., so it is possible to increase the presence of treatment centers as “entities.” Since Google also evaluates YouTube channels, there is a possibility that continuously disseminating high-quality video content will also contribute indirectly to SEO. By specifically showing the treatment process and what kind of changes patients have undergone as a result through videos, AI will have a deeper understanding of the specialty and reliability of treatment centers. I also actively proposed the use of this YouTube channel. The strategy is to improve the overall brand image of the treatment center by expressing the atmosphere of the treatment center, the personality of the practitioner, and how much sense of security the patients have received with videos, which can be conveyed only by text information on the website, and as a result, it also leads to evaluation by AI.
3. Realistic measures and future prospects
New tools and methods are also emerging for SEO in the AI era. Specific tool utilization and future prospects are also discussed.
3.1 Use of AI Article Creation Tools and Points to Note: Incorporation into Primary Information
Article writing tools that utilize AI are useful for improving the efficiency of content creation. However, instead of publishing articles generated by AI as they are, it is essential to always “rewrite” and “make corrections” with human hands and incorporate primary information and expertise unique to treatment centers. There is a possibility that AI-generated content will be judged to be less unique as it is, and it could also be a factor that lowers ratings from search engines. By adding the practitioner's own experiences and specialized points of view to sentences generated by AI, it is possible to increase value as “primary information” evaluated by AI. I always emphasize this point when I suggest AI article creation tools. Tools are used only at the “material making” stage, and it is up to us humans to guarantee the final quality and uniqueness. I believe it is our mission as marketers to eventually convey the reliable technology and feelings for patients that this treatment center has, with the help of AI, with human-like warmth and expertise. Specifically, by interlacing technical explanations generated by AI with personal experiences such as how patients actually felt the changes, the depth of content increases, and it becomes highly regarded by AI.
3.2 The importance of optimizing your Google Business Profile (formerly My Business) and posting: as a hub for regional information
Google business profiles play a very important role in local searches. In addition to basic information on treatment centers, it is possible to improve the evaluation of treatment centers in AI searches by regularly posting the latest treatment information and services provided by treatment centers. In particular, it is important to devise post content and frequency in order to differentiate from other treatment centers. For example, by posting advice on seasonal physical condition management and frequently asked questions and answers about treatments, etc., AI will recognize that treatment centers actively support patients' health, and the possibility that they will be displayed preferentially in search results will increase. I have also taken the lead in improving the operation of Google Business Profiles. In addition to simply posting information, I feel that Google's evaluations are also steadily improving by trying to operate with an awareness of communication, such as health information that local residents may be interested in, the latest information on treatment centers, and careful replies to patient reviews. I think this is very compatible with the evolution of AI search. Since AI tends to aggregate and provide information on regional information and expertise according to users' search intentions, filling Google business profiles with the latest and attractive information is a very effective strategy for increasing inflows from AI searches.
3.3 The direction of SEO policies in the AI era: Branding and improving user experience
In the AI search era, it is most important to establish a “brand” of treatment centers and improve the “user experience” for patients rather than relying on small SEO techniques.
- Brand building: Through the dissemination of high-quality content, exposure on other companies' media, and the use of YouTube channels, etc., we will enhance the expertise and reliability of treatment centers and raise awareness. For example, publishing a book explaining specialized fields by the director of a treatment center or contributing to a trade journal is an effective means of increasing the authority of a treatment center. This brand-building perspective is a part of my own career as a marketer that I place great importance on. We believe that not only increasing the number of customers attracted, but also developing an unwavering sense of trust and expertise that makes patients feel strongly about “I want to leave it to this treatment center,” is essential for long-term success.
- Improved user experience: We will improve the readability, ease of use, and ease of access to information requested by patients on treatment clinic websites. In particular, the browsing experience from a smartphone is very important. Examples include simplifying the reservation form and enhancing the Q&A section on treatment details. Improving the UI/UX of websites is one of the measures I am particularly focusing on. I believe that how smoothly patients can resolve their concerns and questions on the website is the dividing line between increasing engagement and leading to final appointments. We also keep a close eye on indicators such as reduced bounce rates and extended stay times.
- Closing optimization: We will improve the conductors leading up to inquiries and reservations so that they are easy to understand and attractive. It is important to present specific benefits and future so that patients “want to talk to this treatment center.” For example, it is possible to encourage patients to act by presenting “specific progress predictions after treatment” and “steps to an ideal physical condition” in an easy-to-understand manner. The final “closing” part is the improvement point I am most focused on. What kind of message is most effective to convey to visitors to the website so that they can understand the information on the treatment center, have a sense of trust, and finally take the step of “let's consult”? We are testing and improving day by day.
Future treatment center customer attraction will be built on “trust” and “empathy”
The evolution of AI search has brought about major changes in treatment center customer attraction strategies. In the future, in addition to being aware of search engine algorithms, content dissemination based on “trust” and “empathy” that resonates with the hearts of each and every patient will be the key to influencing the growth of treatment centers. Please refer to the content explained in this article to construct a new SEO strategy for the AI era and aim to maximize customer attraction for treatment centers. While I myself was involved in this treatment center project, I learned that SEO in the AI era is not just a technical theory, but is deeply linked to branding strategies for how to convey the essential value of treatment centers to both users and AI. Utilizing this learning, I would like to continue contributing as a marketer so that many treatment centers can deliver their wonderful technology and feelings to more patients.
