Posts Tagged: Veterinary business marketing AI

Google has a new feature called AI Overviews that shows up at the top of some searches just after paid advertisements and before any piece of organic content. Google’s goal has always been to give you the information you are seeking quickly and accurately—while also encouraging you to keep using the platform. This new AI feature continues in this theme.

How Google’s New AI Feature Works

Wondering how this feature looks and works? To generate an example, I asked Google “How do you rank for Google AI?”  The platform currently returns information in the format:

On the left is a list of bullet points with short lines of text that answer the question. The link icon at the end of each line is where you click to find the source for that particular line of text. In this example, Google starts the first bullet point of “Create clear, concise content …” and ends at an icon that when clicked pulls up a graphic on the right-hand side. Continuing with this example, this information in the screenshot: 

Google AI referenced the top documents listed above to make the first bullet point of information. If you want to read further, clicking one of the above articles takes you directly to the source that was used. 

How the AI Feature Affects Your Business

Great! So, Google has a new feature. What in the world does it have to do with your business? Depending on the content that someone is seeking, it could mean your website is tied to the search results listed by the AI algorithm. Currently, the results indicate that Google is using AI on more informational content versus “veterinary hospital near me” (ie: local) searches. For example, a veterinary search on “my dogs ears stink” returns four advertising results as seen in the screenshot: 

Followed by Google AI Overview results see in the screenshot:

In addition to a short list of further results:

Which drops down into additional information like that found in the screenshot:

And this is before any organic content with a direct link to a website is listed. Whew. Since the goal is to have people search for information and choose your business to provide the answers, being found and seen is crucial. This means you need to create the right kind of content to answer questions potential customers will be searching for.

Content for Google’s AI Feature

Currently, as Google AI stated in the beginning example, it’s critical to use clear, concise content that is updated regularly. Remember to follow Google’s rules, such as E-E-A-T. This rule dictates that your content should show off your Experience, Expertise, Authoritativeness, and Trustworthiness. And always, if you want to be at the very top of any Google search (even above the AI Overview), Google is more than happy to take your money in the form of an ad. 

Regular, Informative Content

When it comes to content, keeping Google happy is a delicate balancing act. You want content that will please search engines without being written for search engines. If that thought makes you want to pull out your hair, have no fear. We can help break it down. Essentially, this means:

• Your content should be written with a human audience in mind
• Your content should have original information with your own personal take, research, or analysis
• Your content should answer some kind of question pet owners will be searching for
• The tile and heading should be descriptive and summarize the main point of the content
• Your content should be written well and edited for grammar and overall flow to make it an authoritative piece of work
• It should be evident that your content was created by an expert in an area who is providing trustworthy information based on experience

Ask for Help if You Need It

We understand that dealing with new digital features like the AI Overview can feel overwhelming. If you don’t have the time or energy to devote to learning something new, a marketing company can help. We’re here to keep you up-to-date with changes that affect your digital marketing so you can focus on healing pets. To learn more about our services or to get started, call (877) 244-9322.