AI overviews, ChatGPT, Google Gemini, and AI search are terms that no one would have understood just a few short years ago. These days, however, it feels like it’s impossible to go even one day without encountering at least one of them. With all of this AI infiltrating seemingly every corner of the internet, what is it doing to your veterinary marketing? This blog helps you understand how AI is impacting your website traffic, and what it means for your marketing efforts. 

Changes to SEO

At its core, AI is changing the way search engine optimization (SEO) works. AI is starting to make direct recommendations in search results. This means that your SEO (which includes your website, Google Business profile, and content marketing) must be structured and optimized in a manner that speaks positively to these AI search bots. Your website must have schemas and LLM files (used to guide AI site crawlers) in order to rank highly on search engine results pages (SERPs). 

The Need for Optimized Site Performance

Your website’s performance is more important than ever before. You should consistently check on your site’s performance—this includes loading speed, interactivity, and visual stability. Be sure your technical markup and scheme are complete and optimized to ensure that AI search will point local pet owners in your direction. When an AI search engine can easily crawl and understand your website, you will do much better in search engine results.

Updated Content for AI Search

Content is still king in this new AI world, and it is very important that your content continues to be written by humans and for humans. This allows you to naturally and organically add important keywords into your content, and structure it in a way that answers questions for both your human pet owner readers and AI crawlers. Creating new content allows you to expand your site visibility (like showing up front-and-center when someone asks ChatGPT a veterinary question). Keep your content crisp and clear, and try to break up big paragraphs with bulleted lists and clear headlines.

Focused Website Design

If it’s been a few years since you’ve updated your veterinary website design, you should definitely think about doing it now. New website structures, technical approaches, and user-friendly designs perform much better on search engines and AI search queries. Make sure your website design:

• Is oriented toward pet owner action and conversion
• Is easy to navigate on computers, mobile phones, and tablets
• Is full of answers to questions local pet owners might have
• Is fully accessible to everyone
• Is a true representation of your brand and voice
• Is simultaneously attractive and functional 

The Importance of FAQ Pages

FAQ pages are vital for veterinary websites in the age of AI search. AI site crawlers will often look to this page to find quick answers to some of the most common questions that pet owners have. If you do not have a page or website section dedicated to answering some of the most frequently asked questions, your search rankings may suffer. FAQ pages are unique in that they equally cater to human users, AI search bots, and traditional search engines. 

A Note About Lower Website Traffic Numbers

Changes in search functions have also changed the importance of certain results that were once paramount for success in digital marketing. As you start to optimize your website and content for AI search, you might notice that your site traffic actually decreases. This is not necessarily a bad thing, however. Since search traffic behaviors are changing, it often means that pet owners are much closer to the end of their decision pipeline when they come across your site. They essentially know what they are looking for, and were able to find your site because it spoke to these specific desires. This means that you might have increased conversion and new client acquisition rates even as overall website traffic decreases.

Beyond Indigo Pets Helping You Succeed with AI Search

At Beyond Indigo Pets, we understand that the idea of AI search and everything that comes with it can feel like reading a language you don’t speak. This is why our marketing experts are constantly learning about and implementing new changes to keep your website performing at its best. We learn the ins and outs of AI search so you don’t have to. Contact us today to learn more about our veterinary marketing and website design services, and how they can help your business excel.