Search is changing quickly, and artificial intelligence is leading the way. Google, Bing, and even ChatGPT are shifting how people find information online, and this change will impact how dental practices attract new patients. Instead of simply showing a list of links, AI-powered search tools can now summarize information and provide direct answers to users. While this creates convenience for patients, it also means practices need to adapt their marketing strategies to stay visible.
So what exactly is happening? Traditionally, when someone searched “best dentist near me” or “teeth whitening cost,” Google would show a page of links to websites. Now, AI-powered search results often pull information directly from different sites and present it as an overview. These summaries reduce the number of clicks users make, which could result in fewer visitors reaching your website.
At the same time, AI-driven platforms are changing where patients get their answers. People are turning to ChatGPT, Microsoft Copilot, and other AI tools to ask healthcare-related questions. These platforms pull data from websites across the internet, including dental practice pages, to generate responses. While this still means your practice can appear as part of the answer, it makes it more important than ever to have accurate, high-quality content on your website.
For dental practices, this shift can feel challenging, but there are opportunities. AI search tools may reduce some web traffic, but they also reward trustworthy, detailed, and specific content. For example, AI is less likely to replace local, highly personalized information such as “affordable family dentist in Dallas offering same-day crowns.” If your website addresses these types of questions, you increase the chances of being included in AI-generated answers.
The key takeaway for dental practices is to focus on quality and consistency. Make sure your website content answers common patient questions clearly and thoroughly. Highlight your services, location, and unique approach to care. Keep your Google Business Profile updated and encourage patients to leave reviews, as these signals help AI systems identify your practice as a credible resource.
AI-powered search is not something to fear, but it is something to prepare for. By focusing on useful, patient-centered content, your dental practice can stay visible even as search evolves.
