How AI is Changing Healthcare SEO: A Case Study with Thrive

The online search landscape is evolving, primarily due to the emergence of AI overviews and the Search Generative Experience (SGE). These changes impact how healthcare organizations optimize their websites to maintain visibility and accessibility. At Fogg Media and HealthcareAIO, we have explored strategies to help clients adapt to these changes.

The Changing Search Landscape

Online search is shifting, with AI overviews now dominating search results. A search for “hospital rankings” in Google showed how the search results changed over a few months:

• September 2024: A user has a Traditional SEO experience where they can choose their own adventure.
• November 2024: AI overview occupies two-thirds of the search landscape, with organic search (SEO) results relegated to the lower third.
• January 2025: Expanded AI overview further diminishes the prominence of organic search results.

These observations highlight how critical it is for businesses to adapt to the changing search landscape to remain visible.

Strategy for Enhanced Accessibility

To ensure our healthcare partners remain accessible in this evolving environment, it’s important to consider:

• How a brand can be accessed online, not just through traditional methods like blog posts, but also through various devices and platforms, including voice and visual interfaces.
• How large language models understand content cues in conversational language. Search queries are becoming more conversational, such as “I am looking for a pediatrician in Raleigh who can help my son get amoxicillin for strep throat” instead of “best doctor near me.”
• The importance of the E-E-A-T principle (Experience, Expertise, Authority, and Trust).

The E-E-A-T Principle

The E-E-A-T principle is now more important because AI is being used to generate content with tools such as ChatGPT and Sora. While AI can produce a basic framework, the E-E-A-T principle adds the necessary depth and personalization.

• Experience: Incorporate personalized experiences, such as a doctor’s experience with a patient or a relevant personal story.
• Expertise: Demonstrate knowledge in the field.
• Authority: Link to reputable sources and articles such as a JAMA white paper or to a nationally recognized hospital (Cleveland Clinic, Mayo Clinic, etc.).
• Trust: Build trust through testimonials, healthgrade profiles, and reputation management.

Leveraging Google NotebookLM for Accessibility

Google NotebookLM can enhance content accessibility by providing audio overviews. It can generate summaries and deep-dive conversations from URLs, understanding the brand and context of the content. For example, NotebookLM can discuss the health benefits of ingredients in a recipe and recommend dosages, even if this information is not explicitly in the article.

Case Study: Thrive Carolinas

Thrive Carolinas, a center for personalized healthcare and wellness, implemented an E-E-A-T strategy and improved content accessibility. They optimized landing pages for weight management using existing content and ChatGPT 4o while focusing on the E-E-A-T strategy. They also embedded podcasts, generated using NotebookLM, directly into their pages and new content to create accessible content.

Learn 3 Ways Generative AI is Transforming Healthcare Marketing & SEO

Results

After implementing the E-E-A-T strategy and focusing on accessibility, Thrive Carolinas saw positive results within their first 28-day review:

• Active users increased by 12.9%.
• The event count increased by almost 20%.
• Key events (subscribers, learn more, request an appointment, download an ebook) increased by over 50%.
• New users increased by 12%.
• Organic search traffic increased by almost 15%.

Over the next 60 days, Thrive Carolinas experienced significant increases in user engagement and traffic:

• Active users are up 30% (+17.1% since the first review).
• Event count up 32% (+22%).
• New users are up 31% (+19%).
• Organic search traffic optimized for AI Overviews 30% (+15%).

Additionally, sign-ups for two ebooks increased, and in-person class signups are up 20%.

Adapting to the changing search landscape requires a focus on accessibility and the E-E-A-T principle. Strategies like leveraging Google NotebookLM and creating rich, personalized, and trustworthy content can help healthcare organizations improve their online visibility and engagement. By prioritizing these elements, businesses can effectively navigate the evolving digital environment and achieve tangible results.