AI search
GEO (generative engine optimization)
GEO is the work of making a business easy for AI tools like ChatGPT, Google AI Overviews, Perplexity and Gemini to find, trust and cite in their answers. For a practice, it decides whether an AI assistant names you when a patient asks for a provider. Learn more
AEO (answer engine optimization)
AEO is structuring content so search and AI tools can lift a direct answer from it, such as a featured snippet, voice answer or AI summary. It overlaps with GEO and focuses on clear question-and-answer content. Learn more
Google AI Overviews
Google AI Overviews are AI-written summaries that appear above the standard Google results and link to the sources they draw from. Brands cited in one get 35% more organic clicks than when they are not cited[1]. Learn more
ChatGPT search
ChatGPT search is the feature that lets ChatGPT look up current web information and answer with linked sources. More than 1.2 billion people use ChatGPT every week[2]. Learn more
Perplexity
Perplexity is an AI answer engine that searches the web and replies in plain language, listing the sources behind each answer. Being one of those sources is how a practice shows up there. Learn more
Gemini
Gemini is Google's AI assistant, built into Google Search, Android and Chrome. It draws on much of the same information Google uses elsewhere, including Google Business Profiles and practice websites. Learn more
LLM (large language model)
An LLM is the type of AI model behind tools like ChatGPT and Gemini, trained on large amounts of text to understand and write language. LLMs only describe a practice accurately if accurate information about it is easy to find. Learn more
AI citation
An AI citation is a link or named source that an AI tool shows to support its answer. For a practice, a citation is the AI-search equivalent of ranking: it puts your name and website in front of the patient. Learn more
llms.txt
llms.txt is a proposed plain-text file at a website's root that summarizes the site and points AI tools to its most important pages. It is optional and supported unevenly, so it adds to, not replaces, a well-structured site. Learn more
Entity
In search, an entity is a distinct, identifiable thing, such as a practice, a provider or a location, that search engines and AI tools recognize and connect facts to. Consistent details across the web help them treat your practice as one clear entity. Learn more
Search basics
Local pack
The local pack is the map and short list of nearby businesses Google shows for searches with local intent, like "dentist near me". It is often the first thing a patient sees and taps. Learn more
Google Business Profile
A Google Business Profile is the free listing that shows a practice's name, hours, phone, reviews and location in Google Search and Maps. According to Google, customers are 2.7x more likely to consider a business reputable when its profile is complete[3]. Learn more
NAP (name, address, phone)
NAP is a business's name, address and phone number, written the same way everywhere it appears online. Mismatched details make search engines and AI tools less sure which listing is correct. Learn more
Citations (local listings)
In local SEO, citations are mentions of a practice's name, address and phone on other sites, such as directories, insurer lists and review sites. Accurate, consistent citations support local rankings. Learn more
Schema markup
Schema markup is code added to a web page that labels its content, such as a practice's address, hours, providers or FAQs, using the shared schema.org vocabulary. It helps search engines and AI tools read those details correctly. Learn more
Structured data
Structured data is information organized in a standard, machine-readable format so software can understand it without guessing. Schema markup is the most common kind on websites. Learn more
E-E-A-T
E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness, the qualities Google's guidelines use to judge content quality. Health content is held to a higher standard, so clear credentials and accurate information matter. Learn more
Canonical URL
A canonical URL is the version of a page a site tells search engines to treat as the main one when similar or duplicate versions exist. It keeps ranking signals from being split across copies. Learn more
Core Web Vitals
Core Web Vitals are Google's measures of how fast a page loads, how quickly it responds and how stable it looks while loading. When a site meets the thresholds, users are 24% less likely to abandon page loads[4]. Learn more
Patient chat & outreach
AI patient chat
AI patient chat is an assistant on a practice's website that answers common patient questions and books appointments at any hour. It captures inquiries that would otherwise go to voicemail. Learn more
After-hours inquiry
An after-hours inquiry is a patient question or booking request that arrives when the office is closed. In a Mayo Clinic study, 29.5% of online self-scheduling actions took place outside regular business hours[5]. Learn more
Recall
Recall is the process of reminding existing patients when they are due for a routine visit, such as a cleaning, eye exam or follow-up. A steady recall system keeps schedules full without new marketing spend. Learn more
Reactivation
Reactivation is reaching out to patients who have not visited in a long time and inviting them to book again. These patients already know the practice, which makes them easier to bring back than new patients are to win. Learn more
No-show
A no-show is a patient who misses a scheduled appointment without cancelling in advance. A systematic review found the average outpatient no-show rate is about 23%[6]. Learn more
Appointment reminder
An appointment reminder is a text, email or call sent before a visit to confirm the time and let the patient reschedule if needed. In a Cochrane review, attendance was 78.6% with text message reminders[7]. Learn more
TCPA consent
TCPA consent is the permission a patient gives to receive automated texts or calls, required under the US Telephone Consumer Protection Act. Practices should collect and record it before sending automated messages. Learn more
Reviews & compliance
Review gating
Review gating is screening patients first and asking only happy ones to post a public review. Google's policies prohibit it, so the compliant approach is to ask every patient the same way. Learn more
HIPAA
HIPAA is the US federal law that sets rules for protecting patients' health information and limits how practices and their vendors may use or share it. Any tool that handles patient details must follow it. Learn more
PHI (protected health information)
PHI is any health information that can identify a patient, such as a name tied to a visit, condition, treatment or appointment. Even confirming someone is a patient can count as PHI. Learn more
HIPAA-safe review reply
A HIPAA-safe review reply responds to a public review without confirming the reviewer is a patient or mentioning any visit or treatment details. 89% of consumers expect a business to respond to their reviews[8]. Learn more
Practice growth
New-patient inquiry
A new-patient inquiry is any first contact from a prospective patient, such as a call, form, chat or booking request. How quickly and clearly it is answered often decides whether it becomes an appointment. Learn more
Conversion rate
Conversion rate is the share of visitors or inquiries that take the step you want, such as booking an appointment. A higher rate means more patients from the same traffic. Learn more
Patient lifetime value
Patient lifetime value is the total revenue a practice can expect from one patient across all their visits over time. It shows why keeping patients through recall can matter as much as finding new ones. Learn more
Sources
- Seer Interactive, AIO impact on Google CTR (Sept 2025 update) (2025)
- OpenAI, GPT-6 for everyone (Oct 7, 2026) (2026)
- Google Business Profile Help (2026)
- Chromium Blog, The science behind Web Vitals (May 2020) (2020)
- JMIR Medical Informatics (2021), Mayo Clinic Health System (2021)
- Dantas et al., Health Policy 2018 (systematic review) (2018)
- Cochrane Database of Systematic Reviews 2013 (Gurol-Urganci et al.) (2013)
- BrightLocal Local Consumer Review Survey 2026 (2026)