AI-driven search is changing how people access health information. With tools, such as Google’s AI Overview delivering instant answers, over 65% of searches now end without a click. For healthcare websites, visibility now means being the answer, not just ranking first.

To compete, healthcare organizations must shift to strategies that speak to how AI curates content:

1. Answer Real Questions Directly: Instead of a page titled “Hypertension”, publish an article, such as “What are the early symptoms of high blood pressure?” Include a short, clear answer at the top of the page: “Early signs include headaches, dizziness, and blurred vision.”
2. Build Topic Clusters: Create hubs of content around key services. For example, a cell and gene therapy commercialization business might link articles about CAR-T go-to-market solutions, cold storage for cell and gene therapy, and list of pending CGT therapy approvals. This signals topical authority to AI systems.
3. Use Structured Formatting: AI favors well-organized content. For a page on managing Type 2 diabetes, use headers like “What is Type 2 Diabetes?”, “Understanding How Different Foods Impact Blood Sugar,” and “When to See a Doctor,” with short, bulleted answers underneath. Add schema markup to highlight FAQs.
4. Track AI Visibility, Not Just Clicks: Use tools, such as Google Search Console’s performance reports to see if your content appears in featured snippets or “AI Overviews.” Measure how often your “What causes migraines?” page appears in voice or zero-click search results.
5. Account for ChatGPT and Generative AI Tools: Millions of users now turn to ChatGPT and other AI assistants for trusted health guidance. These tools often draw from publicly available, high-authority sources. Ensuring your content is fact-based, clearly written, and well-organized increases the chance it’s referenced or summarized accurately in responses, even if your website isn’t directly linked.

In this new era, helping users find answers quickly isn’t just good practice; it’s smart SEO. If you want to optimize your website for AI-driven search, reach out to H+C. We can help you take the next step.

Looking for more perspectives from the H+C team? Check out our blog for more.