Answer Engine Optimization (AEO) is the process of structuring your website content so AI assistants like ChatGPT, Claude, and Google AI can find, understand, and recommend your practice to patients. Unlike traditional SEO that targets search engine rankings, AEO focuses on becoming the answer AI provides when someone asks for healthcare recommendations.
Patients are changing how they search. Instead of typing keywords into Google, they're asking AI assistants questions like "Who's the best cardiologist near me?" or "What doctor should I see for knee pain?" When patients ask these questions, AI tools scan the internet for the most authoritative, clearly structured answers.
If your practice website doesn't present information in a way AI can easily extract and cite, you won't be recommended. It doesn't matter how good your services are or how long you've been in practice. AI assistants need structured, factual content to work with.
The practices that adapt first will capture patient inquiries that competitors miss entirely. This isn't a future problem. Patients are already using AI to make healthcare decisions today.
SEO aims to get your website ranked on Google's results page. AEO aims to get your practice mentioned directly in an AI's response. Both are important, but they require different approaches.
Traditional SEO focuses on keywords, backlinks, and page authority to climb search rankings. AEO focuses on content structure, direct answers, and schema markup that helps AI understand exactly what your practice offers.
Think of it this way: SEO gets you on the list. AEO makes you the answer. When someone asks ChatGPT "Who treats diabetic patients in Austin?", the AI doesn't show a list of ten links. It names specific practices. AEO ensures your practice is one of them.
AI assistants look for specific signals when deciding which practices to recommend. Your website needs clear, factual content that directly answers patient questions. Every service page should state what you treat, who you treat, and where you're located within the first two sentences.
Schema markup is essential. This is code embedded in your website that tells AI exactly what type of business you are, what services you offer, your location, hours, and accepted insurance. Without schema markup, AI has to guess—and it often guesses wrong or skips you entirely.
FAQ sections work exceptionally well for AEO. When your website includes questions patients actually ask—phrased exactly how they'd ask an AI—along with direct answers, you're giving AI the exact format it needs to cite you.
AI assistants prioritize three things: authority, clarity, and relevance. Authority means your practice appears on trusted platforms and your content demonstrates expertise. Clarity means your content is structured so AI can extract answers without confusion. Relevance means your content matches what the patient is asking.
Reviews and citations play a major role. AI tools cross-reference information from multiple sources. If your practice is mentioned consistently across your website, directory listings, and review platforms with matching details, AI trusts you more.
Content freshness matters too. AI assistants favor recent information over outdated pages. A website that hasn't been updated in three years sends a signal that the information may no longer be accurate.
Practices that implement AEO see increased visibility in AI-generated responses within 60 to 90 days. The timeline depends on how competitive your specialty and location are, and how well your existing web presence is established.
The real value is in patient quality. When AI recommends your practice, it's responding to a specific patient need. These aren't casual browsers—they're people actively looking for a provider who does what you do. Practices report that AI-referred patients often convert at higher rates than traditional search traffic.
Early adopters have a significant advantage. Most medical practices haven't optimized for AI yet. The practices that act now will establish authority before the market becomes crowded.
Promoting Media specializes in AEO for medical practices. We structure your website content, implement healthcare-specific schema markup, and position your practice to be recommended by AI assistants. Contact us to find out if your current website is AI-visible.
