Chris Boyer and Reed Smith explore how marketing and communications teams can adapt their digital content strategies for a future where search behavior is fragmenting and more patients are turning to generative AI tools like ChatGPT, Perplexity, and Bing Copilot instead of traditional search engines. They also discuss how AI models often cite structured, well-answered content from trusted sources and how to adapt the format and structure of content matter as much as the message.

Guest expert Martha Van Berkel, CEO and co-founder of SchemaApp, shares how health systems can use schema markup and structured data to improve visibility across emerging search platforms and which schema types have the highest impact for healthcare. If your digital team is still optimizing only for Google’s blue links, this conversation will help you prepare for the new reality where getting found means thinking beyond SEO, and building for a world where AI answers first.

Mentions from the Show:

How To Win In Generative Engine Optimization (GEO)

SEO vs. AEO vs. GEO: Key Differences & Optimization Strategies in 2025

Google still leads, but Gen Z and AI are reshaping search behavior: Survey

Has The Helpful Content Update Impacted SEO Content?

How AI Is Changing Medical SEO

Martha Van Berkel on LinkedIn

SchemaApp.com

Reed Smith on LinkedIn

Chris Boyer on LinkedIn

Chris Boyer website

Chris Boyer on BlueSky

Reed Smith on BlueSky

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