Foundational definitions
What is Answer Engine Optimization (AEO)?
How AEO differs from traditional SEO
Traditional SEO focuses on ranking in search results – appearing on page one of Google. AEO focuses on being the source that AI tools cite when answering questions directly.
When someone asks ChatGPT "best orthopedic surgeon in Boston," the AI draws from various sources to generate an answer. AEO ensures your practice is among those sources.
The key difference: SEO determines where you rank. AEO determines whether you get cited.
Why AEO matters for healthcare
Healthcare searches are increasingly happening in AI tools. Patients ask ChatGPT about symptoms, treatments, and provider recommendations – often before or instead of traditional search engines.
AI tools select sources based on structured data and verifiable expertise signals. A practice may rank well in traditional search but still be absent from AI-generated recommendations if these signals are missing.
Healthcare practices with proper entity markup and clear expertise signals are more likely to be cited by AI tools.[2]
How AI tools select sources
AI models are trained on vast amounts of web content, but they don't cite sources randomly. They evaluate signals of authority, expertise, and relevance.
Structured data (schema markup) helps AI understand what your practice does, who you serve, and what makes you credible.[2]
Consistent NAP (Name, Address, Phone) information across the web helps AI verify your practice is legitimate.
The key difference from traditional search: AI models don't just match keywords – they evaluate whether your content can be trusted and cited as a source.
The impact of skipping AEO
Traditional SEO metrics may remain stable even without AEO optimization. Rankings and website traffic can hold steady while the source of new patient inquiries gradually shifts.
AI tools surface providers based on structured data and verified information. Practices without these signals are less likely to appear in AI-generated recommendations, regardless of their traditional search rankings.
As more patients use AI tools for healthcare research, the gap between practices with and without AEO optimization becomes more significant. Early adoption allows time to build the trust signals that AI systems rely on.
Key takeaways
- AEO optimizes for AI citations, not just search rankings
- Healthcare patients increasingly use AI tools for provider research
- Structured data and authoritative content are essential for AEO
- Being cited by AI builds trust and drives qualified patients
Frequently asked questions
Common questions about this topic.
No, AEO complements SEO rather than replacing it. Traditional SEO still drives organic traffic through search rankings. AEO adds a new channel – being cited by AI tools when patients ask questions. The most effective strategy combines both: strong search rankings AND AI citations.
Related concepts
Foundational definitions
Entity SEO explained
When patients search for "orthopedic surgeon near me," Google isn't just matching keywords anymore – it's looking for known, trusted entities. If your practice isn't established as an entity in Google's Knowledge Graph, you're invisible to both traditional search and AI tools like ChatGPT.
How it works
How AI search works
AI search tools like ChatGPT, Perplexity, and Google AI Overviews are changing how people find information. Understanding how these tools work is essential for ensuring your practice gets discovered and cited.
Comparisons
SEO vs AEO: what's the difference?
Your practice ranks on page one of Google, but when a patient asks ChatGPT for recommendations, you're nowhere to be found. Sound familiar? As AI-powered search transforms how patients find healthcare information, practices that only focus on traditional SEO are missing half the picture.
Healthcare-specific
AEO for healthcare patient acquisition
When a patient asks ChatGPT "best physical therapist in Austin," the practices that appear in the response are capturing a new patient acquisition channel. Answer Engine Optimization (AEO) focuses on making your practice citable by AI tools – turning AI mentions into booked appointments.
Healthcare-specific
AEO for healthcare
Answer Engine Optimization (AEO) for healthcare is the practice of structuring your medical practice's online presence so that AI-powered tools – ChatGPT, Google AI Overviews, Perplexity, and others – cite, recommend, and surface your practice when patients ask health-related questions. As AI search tools handle an increasing share of patient research, the practices that appear in AI-generated responses gain a significant acquisition advantage over those that only optimize for traditional search rankings.
For healthcare practices
See how this applies to specific specialties.
For Orthopedic Surgery Practices
Orthopedic Surgery
Orthopedic patients actively research providers online – nearly 60% of US adults search for health information online. They search for specific conditions, procedures, and specialists before choosing who to trust with their care. If your practice isn't visible in Google and AI search results, you're losing patients to competitors who are.
For Joint Replacement Practices
Joint Replacement
Joint replacement is one of the most researched elective surgeries – nearly 60% of US adults search for health information online. Patients spend weeks comparing surgeons, researching techniques, and reading reviews before choosing who will perform their procedure. Your online presence is critical to being considered.
For Sports Medicine Practices
Sports Medicine
With 8.6 million sports injuries occurring annually in the US, athletes and active individuals are actively searching for specialized care. Nearly 80% of Americans participated in at least one sports or fitness activity in 2024, creating substantial demand for sports medicine expertise. Your online visibility determines whether these motivated patients find your practice.
Related problems
Common challenges this concept helps address
Common Problem
Why Your Practice Doesn't Appear When Patients Ask ChatGPT
Patients are telling you they "asked ChatGPT" or "checked with AI" before booking. When you try the same queries, your practice doesn't come up. Meanwhile, competitors – sometimes with fewer credentials or worse reviews – are getting mentioned. This isn't random, and understanding why is the first step to fixing it.
Common Problem
Why Your Website Traffic Is Up But Phone Calls Are Flat
Your analytics show website traffic growing – month over month, you're getting more visitors. But your phone isn't ringing any more than before. New patient inquiries remain stubbornly flat. This disconnect between traffic and results is increasingly common, and it signals a shift in how patients are using search.
Sources
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