What Google’s New AI Mode Means for Your Clinic’s SEO

Google is changing—again. And this time, the update is big.

At Google I/O 2025, the tech giant announced AI Mode, a new way for users to search that’s more conversational, more intelligent, and more likely to bypass traditional search results. It’s already being rolled out to users across the U.S., and that means now is the time to understand how it works and how it could impact your clinic’s visibility online.

If your business relies on local SEO, Google Business Profile traffic, or organic search results, this update could reshape how potential patients find you—or whether they find you at all.

Here’s what you need to know and how your clinic can stay competitive.

Above image is from Google's blog post Expanding AI Overviews and introducing AI Mode.

What Is Google’s AI Mode?

AI Mode is a new feature built into Google Search that uses Gemini 2.5, Google’s latest AI technology. When users turn it on, search becomes less like a static list of links and more like a conversation with an assistant.

Instead of simply returning websites for a query, Google now:

• Summarizes answers
• Curates recommendations
• Handles follow-up questions
• Personalizes responses based on search history and context

Think of it like ChatGPT embedded inside the search bar—but smarter and tailored to Google’s massive index of web content.

AI Mode is distinct from Google’s AI Overviews (AIO), although the two work together. Overviews give users a one-time summary at the top of the page. AI Mode, on the other hand, is an ongoing interactive experience that can reshape the entire search journey.

Why AI Mode Matters for Local Clinics

For clinic owners, this new search behavior presents both a challenge and an opportunity.

Let’s walk through a real-world example.

Imagine someone searches:

“I need a chiropractor near me who specializes in sports injuries and has Saturday appointments.”

In the past, that query would have returned:

• Ads
• A Google Business Profile map pack (the “local 3-pack”)
• Organic website results

But in AI Mode, Google might respond with something like:

“Here are three chiropractors near you who specialize in sports injuries and are open Saturdays: Wellness Plus, Peak Performance Clinic, and XYZ Chiropractic.”

That’s it.

The user might not see your website. They might not scroll to the map pack. They may not even visit your Google Business Profile.

If your clinic isn’t listed in that AI-generated summary, you’ve been skipped.

That’s the risk.

What Determines If You Show Up in AI Mode?

AI Mode pulls its recommendations and summaries from a mix of sources, including:

• Google Business Profiles
• Online reviews
• Directory listings
• Website content
• Trusted health-related sites

If your information isn’t clear, complete, or relevant—AI won’t choose it.

The businesses that show up are the ones that:

• Use natural language in their content
• Have accurate and detailed Google Business Profiles
• Appear consistently across directories
• Collect reviews that mention specific services

What Clinics Should Be Doing Right Now

The shift toward AI-generated answers doesn't mean SEO is dead—but it does mean your SEO strategy needs to evolve.

Here are four actions you should take immediately to protect and grow your online visibility:

1. Optimize Your Google Business Profile (GBP)

Your Google Business Profile is one of the top sources Google uses when generating local AI responses.

Make sure your profile:

• Lists accurate business hours, including weekends if applicable
• Includes detailed services and specialties
• Has a filled-out FAQ section
• Uses keywords naturally (e.g., sports injuries, dry needling, pediatric acupuncture)

Also, regularly update your GBP with fresh content, photos, and review responses to keep it active and relevant.

2. Use Natural, Conversational Language in Website Content

AI understands real questions. If your website only includes generic service lists or vague descriptions, you’re missing out.

Instead, add pages and sections that speak directly to patient needs. For example:

• “Can chiropractic care help with sciatica?”
• “What to expect from your first physical therapy visit”
• “Best treatments for knee pain after running”

This type of content makes it more likely that Google’s AI Mode will recognize and include your site in its answers.

Tip: Q&A-style content, blog posts, and well-structured service pages can go a long way.

3. Strengthen Local SEO Signals Across the Web

Google’s AI pulls from multiple sources, not just your site or GBP.

Make sure your clinic is listed on reputable health directories and local business listings like:

• Healthgrades
• Yelp
• Zocdoc
• Vitals
• Local Chamber of Commerce or community sites

Your NAP info (Name, Address, Phone) should be consistent across all platforms. Even small inconsistencies can lead to confusion—or exclusion.

Also, ask patients to leave detailed reviews that mention specific services or treatments. This helps reinforce your expertise and specialties in AI-generated summaries.

4. Stay Informed and Adaptable

AI Mode is still evolving. Over the coming months, you can expect changes to how it behaves, what content it prefers, and which sources it trusts most.

The clinics that stay informed and make small, strategic updates will come out ahead.

Subscribe to SEO newsletters, follow Google Search updates, and consider working with a local SEO expert who stays ahead of these trends.

The Bottom Line

Google’s AI Mode is here—and it’s changing how patients find healthcare providers online.

If your clinic is depending on old SEO strategies like keyword stuffing or relying solely on the 3-pack map results, it’s time to update your approach.

What matters now:

• Clear, useful content
• Accurate, detailed business profiles
• Consistent local listings
• Patient reviews that reflect your specialties

The clinics that provide helpful, trustworthy information across all their online profiles are the ones that will earn visibility in this new AI-powered search landscape.

Google is evolving. Make sure your marketing evolves with it.