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Dental SEO 101 - Adapting to AI, Local Authority, and Multimodal Content
Thrive in the Age of AI Search
AI tools like Google’s overviews and ChatGPT are providing instant answers to basic dental questions. Instead of relying on those "what are braces?" searches, focus on making your website a living resource with:
- Genuine opinion pieces
- Helpful resources for all audiences (including the elderly and visually impaired)
- Regular content updates that add real value
Stand Out With Multimodal Content
Don’t just write – show, explain, and connect through various formats:
- Infographics and custom imagery
- Videos (including patient testimonials)
- Layer these elements over time so creating isn’t overwhelming
This not only serves your patients better, but also increases your chances to be cited by AI results!
Be a Local Pillar
Hyperlocal reputation matters more than ever. Support a charity, sponsor a local team, or let your staff champion the causes that matter to them—and tell these stories on your website. Bonus points: Get backlinks and testimonials from those you support!
Reviews, Reviews, Reviews
Third-party reviews, first-party testimonials, before/after case studies, and video thank-yous all help build trust and visibility. Don’t be shy; ask for them and display them proudly!
Don’t Fall for Cheap SEO Gimmicks
With AI buzz everywhere, some agencies are making big promises at low prices—often leading to messy, spammy outcomes that can hurt your website for months. Invest in trusted pros who build for the long-term.
Other Key Updates & Warnings
- Apple is gearing up to launch an AI-powered search for Siri in 2026. (“World Knowledge Answers” is coming but might use Google’s Gemini—shocking!)
- Google launched a new spam update. Following the rules? You’re okay. Cutting corners? Beware big traffic drops.
- Website security remains critical. Hacked sites can lose 50% of their traffic overnight. Protect yourself with strong passwords, two-factor authentication, regular updates, and thorough backups. (90 days is Ross Dunn's recommendation!)
Metrics That Matter
- AI search traffic (from LLMs like ChatGPT, Perplexity) now converts just as well as regular SEO traffic—but is still a tiny slice of total visits. This will grow, so get ready!
- ChatGPT referral traffic is on the rise and, for some sites, even higher than Bing.
Have questions or want your own SEO challenge discussed on the podcast? Email us at [email protected]!
- (00:00) - Intro
View all episodes
By Ross DunnThrive in the Age of AI Search
AI tools like Google’s overviews and ChatGPT are providing instant answers to basic dental questions. Instead of relying on those "what are braces?" searches, focus on making your website a living resource with:
- Genuine opinion pieces
- Helpful resources for all audiences (including the elderly and visually impaired)
- Regular content updates that add real value
Stand Out With Multimodal Content
Don’t just write – show, explain, and connect through various formats:
- Infographics and custom imagery
- Videos (including patient testimonials)
- Layer these elements over time so creating isn’t overwhelming
This not only serves your patients better, but also increases your chances to be cited by AI results!
Be a Local Pillar
Hyperlocal reputation matters more than ever. Support a charity, sponsor a local team, or let your staff champion the causes that matter to them—and tell these stories on your website. Bonus points: Get backlinks and testimonials from those you support!
Reviews, Reviews, Reviews
Third-party reviews, first-party testimonials, before/after case studies, and video thank-yous all help build trust and visibility. Don’t be shy; ask for them and display them proudly!
Don’t Fall for Cheap SEO Gimmicks
With AI buzz everywhere, some agencies are making big promises at low prices—often leading to messy, spammy outcomes that can hurt your website for months. Invest in trusted pros who build for the long-term.
Other Key Updates & Warnings
- Apple is gearing up to launch an AI-powered search for Siri in 2026. (“World Knowledge Answers” is coming but might use Google’s Gemini—shocking!)
- Google launched a new spam update. Following the rules? You’re okay. Cutting corners? Beware big traffic drops.
- Website security remains critical. Hacked sites can lose 50% of their traffic overnight. Protect yourself with strong passwords, two-factor authentication, regular updates, and thorough backups. (90 days is Ross Dunn's recommendation!)
Metrics That Matter
- AI search traffic (from LLMs like ChatGPT, Perplexity) now converts just as well as regular SEO traffic—but is still a tiny slice of total visits. This will grow, so get ready!
- ChatGPT referral traffic is on the rise and, for some sites, even higher than Bing.
Have questions or want your own SEO challenge discussed on the podcast? Email us at [email protected]!
- (00:00) - Intro