In the digital age, online visibility is a decisive factor for the success of many medical practices. Until now, it was true that those who ranked well on Google were found more easily and gained patients more quickly. This is why many doctors who have a Practice homepage into the classic Search engine optimisation (Search Engine Optimisation, SEO for short). With good SEO, the ranking in the classic Google search can be influenced - for example through cleverly selected keywords, structured content, fast loading times, backlinks and technical tricks. But the rules of the game are changing. With the rapid development of AI-supported search systems such as ChatGPT, Google Gemini or Perplexity a new discipline comes into play: Generative Engine Optimisation, or GEO for short.
What is GEO actually?
Generative Engine Optimisation (GEO) refers to the optimisation of content for so-called generative search systems - i.e. platforms such as ChatGPT or Google Gemini. These are increasingly being used as a source of information and utilise artificial intelligence to not only answer search queries with links, but also to generate directly tailored answers.
Imagine this: A patient asks in ChatGPT or Google's new AI search:
"Which doctor can best help with a slipped disc in Munich?"
The AI provides a direct answer with recommendations as to which practices in Munich - in their opinion - can best help.
In contrast to traditional Google search results (SEO), where websites are displayed as hits, the content of generative models flows directly into the answer - without the user necessarily having to click on your website. For this type of search query, this means that only those whose content appears in these AI answers remain visible.
GEO vs. SEO
Competition or complement?
A common misconception: GEO replaces SEO. In fact, both strategies complement each other - because they serve different user behaviour and technologies:
SEO (Search Engine Optimisation)
SEO aims to place your website as high up as possible in the classic search results on Google. To achieve this, the content of websites is prepared in such a way that search engines favour them for certain search phrases (e.g. liposuction Hamburg) and display them as high up as possible in the search results. Therefore, coherent content, well-chosen keywords, fast loading times, valuable backlinks and many other technical and content-related factors are of great importance.
GEO (Generative Engine Optimisation)
GEO, on the other hand, optimises the content of your website for the "understanding" of generative AI systems. This means: GEO ensures that the content of your website appears in the responses of AI systems. Either because specialised information from your website is cited or because your practice is mentioned as a direct recommendation for a specific medical treatment.
GEO does not replace SEO, but complements it. If you want to remain digitally visible in the future, you should keep an eye on both.
Why is GEO relevant for doctors?
The way people search for health information is changing rapidly. According to recent studies, more and more users are entering medical questions directly into AI assistants - instead of using traditional search engines.
"What helps with chronic migraines?"
"How does a knee operation work?"
"How do I find a good dentist in my area?"
In the medical field in particular, many patients want quick, competent and trustworthy answers. GEO content has the opportunity to be linked or cited in the direct answers of AI assistance systems. This can increase reach, strengthen the image of experts - and attract new patients.
Picture: www.giphy.com
Some reasons why GEO makes sense for medical practices:
- Early point of contactPatients could "get to know" your practice in an AI response - long before they visit your website.
- Competence signalWhen AI systems quote or name your content, it acts as a recommendation.
- Competitive advantageMost practices do not yet have GEO on their radar. So now is a good time to make yourself visible.
Checklist for a GEO-optimised practice website
Comprehensibility
Your patients are not doctors. And AI-supported search systems also prefer texts that are correct, well-structured and comprehensibly written. Technical terms may be used, but they should be explained. This increases the chance of being cited by AI systems.
Content instead of advertising
Not only your patients, but also the AI wants relevant answers. Your website should therefore show, for example, what specific services you offer and how your treatment works. Answer frequently asked questions from your patients, e.g. "How does a gastroscopy work?". Always provide up-to-date medical information on your website: For example, remind people about the flu jab or introduce a new therapy.
Clear structure
Subheadings, bullet points, FAQs and defined paragraphs not only make your website clearer for visitors, but also help AI systems to recognise and categorise content more easily.
Create trust
AI systems rate pages with clear proof of authorship, imprint and specialist medical authority more highly. Studies, specialist titles, further training, publications, memberships in specialist circles. A well-maintained "About us" page with real content is weighted more heavily than a mere promise of services.
Actuality
AI models often use up-to-date content. Regular updates on your website are therefore a real advantage.
Semantic optimisation
Semantic diversity makes the texts on your website interesting for both the reader and AI systems: It is therefore important not only to repeat keywords, but also to use synonyms and related terms - e.g. not just "dentist", but also treatments or symptoms such as "dental treatment", "professional dental cleaning" or "periodontitis".
Conclusion: GEO is not hype, but an opportunity
You are probably asking yourself: Do I really need this?
The clear answer: If you want to continue to ensure your competitiveness online, yes.
GEO is a reaction to a real change in digital information searches. While many medical practices still rely on traditional SEO, the early adopters have already started to make their content GEO-compatible. As with any digital development, those who are early adopters benefit the most.
The aim is not to compete with machines, but to ensure that your expertise is read and communicated by AI systems. Those who make their content visible to AI today will be recognised by relevant patients in both types of search query tomorrow.
Picture: www.giphy.com
Do you need support?
We have been making practices throughout Germany fit for the future since 2012. We ensure a contemporary presence (online and offline), optimal search engine discoverability and implement new technologies (such as video consultations or online appointment booking) in everyday practice life and on your website. We also advise doctors on new trends and the extent to which these can be utilised for their own practice. Practice marketing can be utilised.
You are welcome to contact usif we can advise and support you with the introduction of video consultations or general practice digitalisation. If you would like to make an appointment directly for a free initial consultation (as part of a video conference or on site at one of our agencies), you can find the booking options here:
Photo: "Search, portrait and woman with magnifying glass in a studio for an investigation or detective" © YuriArcursPeopleimages / elements.envato.com
