— By Laura Maguire
I’m an allied health business owner now, but I’ve been a marketer for about 15 years. I did a search marketing course back in 2017, and a lot has changed since then. So I wanted to know two things. Is AI search overtaking Google? And should we be doing anything different in 2026?
So, is AI search replacing Google?
Here’s what I found:
ChatGPT and Claude aren't even close to beating Google search. In May 2026, Google made the biggest change to its search box in over 25 years, and it says search queries hit an all-time high in the quarter before.
Similarweb who claims to have the largest digital data repository in the world reports 95% of ChatGPT users still use Google and e-Commerce news reports half of Australians have used artificial intelligence tools to research a purchase, but only 3% would buy solely on an AI recommendation.
People aren’t leaving Google for AI, they’re using both. The google searches that are dropping are the information searches, not people looking to book or buy.
So someone asking "what is plantar fasciitis" might get their answer from ChatGPT. But someone searching “podiatrist in Frankston” wants a credible business to book with, and most of the trust still sits with Google rather than ai.
At Path Allied Health, new clients find us through Google all the time and I know this because I have a 'Where did you hear about us' question on our referral form and I check website sources on Google Analytics and Microsoft Clarity every week. Nearly 20% of our new enquiries now come from Google, and we've only put the SEO basics in place.
So, after doing a lot of reading over the weekend, here's my findings:
Good AI search is really just good SEO. Google has said there’s no special trick for getting into its AI Overviews, other than focusing on quality, accuracy, and human review rather than producing ai slop. AI tools mostly pull from sites that already rank well on Google Search.
So we've learned the SEO basics still stand, so here's a recap:
6 ways to get your practice to rank higher on Google
1. Use real Google searches in your website headings
Lots of allied health websites have headings like “Welcome”, “Our Services” and “Our Approach”. They tell Google nothing.
Use the words people actually type into Google, but make sure they make sense where they sit. Imagine someone landing on your homepage for the first time, on their phone, with a sore back. They want to know if you can help, whether you’re close by, what it costs and how to book.
You won't fit every search into a heading and you shouldn't try (it could end up reading like a keyword list and nobody wants that). The website still needs to read well. So use the big search terms as headings where they fit, and put the rest in the copy underneath, which is where things like sciatica, whiplash or a rolled ankle can go. An FAQ section near the bottom of the page is great for this too. Just think about what people ask. Do I need a referral? Can I claim on my private health? How long is an appointment? Those are your FAQs. And the bigger questions, like how long a hamstring injury takes to heal, are better as blog posts. Google and AI tools both like short, straight answers so don't overthink it.
To find the real Google search terms, there are two free Google tools worth using. Google Search Console shows which searches are already bringing people to your website, so you can see what’s working and what’s missing. Google Keyword Planner is inside Google Ads, and you don’t need to run ads to use it. It shows roughly how many people search each phrase every month, so you can see whether people in your area are more likely to search "mental health OT Brighton" or "occupational therapist for anxiety", and write for the one that gets searched more.
2. Start a blog to rank for more searches
Your service pages can’t answer every question but a blog can.
Think about the questions clients ask on the phone or in a first session:
How long do shin splints take to heal?
Is it normal for my toddler to only be able to say 10 words correctly?
People search these weeks or even months before they book. If your article is the one that actually helps them, you’re the business they remember. And a good, detailed article gives AI tools something useful to pull from when someone asks them the same question.
Link each article to the matching service page, use the questions you’re answering as your headings, and write it the way you’d explain it to a client. One article a month can go a long way. Just make sure they are well written, fact checked and show human thought leadership rather than chat gbt thought leadership.
3. Complete your Google Business Profile
Make sure it’s complete, with your services, hours, photos and booking link. And keep your details the same everywhere you’re listed.
4. Check your website setup
Check that:
your robots.txt file isn’t blocking Google, Bing or AI crawlers
Google Search Console and Bing Webmaster Tools are set up properly (ChatGPT uses Bing as one of its sources)
you’ve got schema markup for your business and services
your headings are set up as actual headings, not just big bold text
the site loads quickly on mobile
5. Get more Google reviews (carefully)
Reviews help rankings. If you’re in an AHPRA-regulated profession, be careful how you use reviews. You can’t use testimonials about clinical care in your advertising, and that includes your website and socials, even if the client wrote it themselves.
But Google reviews are different. You’re not responsible for what clients post on sites you don’t control. Google reviews help your website rank and build trust with potential clients. Just don't share those google reviews on your own marketing.
6. Get other trusted websites to link to your website
Google's guidance states content that showcases expertise, gives clear answers and is trusted by other websites ranks well. That last bit is backlinks, which is basically other websites linking to yours. For most allied health businesses the easy ones are your association's find-a-practitioner directory, GPs and referrers, and any local sports clubs or groups you sponsor. Guest articles are good too if you've got the time.
How to tell if your practice is ranking higher
Start by implementing Microsoft Clarity and Google Analytics so you can see sources and ask every new client how they found you. Add options like Google, a referral, social media, and ChatGPT or another AI tool to your intake form.
Where I'd start with your allied health SEO
If I were building a new allied health website today, I’d start with the basics.
Check your Google Business Profile and implement the website setup tips above. Then have a look at your homepage, service page headings and FAQs. Would someone landing on your site for the first time find the answers they’re after?
After that, start writing about the questions your clients actually ask after researching on Google Search Console and Google Keyword Planner.
If you’d like an SEO audit, the Path Connect Practice Health Check includes it. Book a free 30-minute chat with me to explore.
This is general information only. Check AHPRA’s current advertising guidelines for your profession before using reviews in your marketing.
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