Staffing challenges are a common hurdle for orthodontic practices, particularly in the wake of the...
The way patients search online is evolving at lightning speed. With the rise of ChatGPT, the shift toward zero-click searches, and Google’s new AI-powered features, the search landscape is being reshaped. For orthodontic practices, these changes will have a direct impact on how prospective patients discover treatment options, and how practices can stay visible.
Google’s AI Overviews & AI Mode
What Are AI Overviews?
AI Overviews are short, clear summaries that appear at the top of Google Search results. They are powered by AI and combine insights from multiple trusted sources. Patients get answers instantly, with the option to click through for more detail. Practices that publish high-quality, trustworthy content are more likely to be referenced in these summaries.
What Is AI Mode?
AI Mode is Google’s new chatbot-style search experience, powered by its Gemini AI. Instead of typing single keywords and scrolling through results, users can ask layered follow-up questions in a conversation-like flow. For example:
- “Best braces for adults”
- → “How long does treatment take?”
- → “Can I use clear aligners if I have crowded teeth?”
This shift means practices that anticipate and answer these connected questions will be better positioned to build trust and appear in AI-powered results.
Why It Matters for Orthodontic Practices
Patients Are Arriving with Higher Intent
With AI-generated summaries answering basic questions up front, the patients who do click through to your site may be further along in their decision-making journey, more motivated, more informed, and more ready to book.
Zero-Click Searches Are Rising
Patients may sometimes get what they need without leaving Google. While this means fewer clicks overall, it also means practices have a bigger opportunity to capture attention earlier, right inside Google’s AI responses.
Advertising Will Evolve, But Not Yet for Orthodontics
Google’s business model still revolves around ads. While orthodontics cannot currently advertise directly in AI Overviews or AI Mode (due to Google’s sensitive vertical restrictions), paid ads remain visible above and below AI results. In other industries, Google is already testing ads inside AI Overviews, so opportunities will come.
We are watching these developments closely. When ads within AI-powered search become available to orthodontics, we will be ready to guide members through.
What Practices Should Do Now
While direct paid placements in AI search are not available yet, orthodontic practices can strengthen their online presence by focusing on organic visibility. Here’s how:
✅ Create trustworthy, patient-focused content.
✅ Publish answers to common orthodontic questions in clear, accessible language.
✅ Structure content to anticipate follow-up questions (not just single keyword queries).
✅ Cover topics that matter most: treatment options, suitability, pricing, finance, and convenience.
By doing this, you increase your chances of being featured in Google’s AI Overviews and stay competitive in an evolving search landscape.
The Big Shift: From Keywords to Conversations
Google’s early insights into AI Mode show how search intent is changing:
- Queries are longer and more detailed. Patients want specific answers (for example, “How much does it cost to get ceramic braces in London, and are payment plans available?”).
- Exploratory questions are on the rise. Instead of “Invisalign near me,” patients ask, “What are the best treatment options for adults who want straighter teeth without braces?”
This signals a new patient journey, one where trust, detail, and clear communication matter more than ever.
AI is reshaping search. With tools like AI Overviews and AI Mode, patients are searching in new, conversational ways. While orthodontics cannot yet advertise directly within these features, practices can gain visibility by focusing on clear, detailed, and trustworthy content that answers the real questions patients are asking.
We are here to help practices stay ahead of these changes and grow in the era of AI-powered search.
Want to prepare your practice for the future of patient acquisition?
