Key Takeaways

  • Google’s AI Overview and AI Mode are reshaping how people use search.
  • Veterinary websites may see a decline in traffic with the rise of AI-generated summaries.
  • Content remains critical, but SEO strategies need to evolve. Clear, well-structured, and trustworthy writing can help your site stay visible to searchers and AI.

 

If you’ve searched for anything on the web lately, you’ve likely noticed an insidious shift. Instead of your search engine returning a list of blue links, the first thing you see at the top of the page is a tidy, AI-generated answer box. If your question was relatively straightforward, you might end your internet search there.

Love it or hate it, AI Overview and its sister feature, AI Mode, are changing how people search online. For veterinary practices and businesses invested in search engine optimization (SEO), AI search mode can impact the efficacy of your strategy. If AI search and summary features can answer a pet owner’s question, they may not visit your full site.

So, why bother writing content at all? Website content still matters, but your approach to SEO needs to evolve. Here’s how the widespread use of AI Overview can impact traffic, and how to create content that still gets you noticed.

 

AI Overview versus AI Mode

These terms might sound the same, but they have different meanings in the Google and search engine world. AI Overview is what appears at the top of a search results page. These brief, AI-generated summaries provide answers to queries without requiring a click; however, users can click on the links below for a more traditional search experience.

Google AI Mode offers a more immersive and conversational experience. It searches many related queries at once, then invites users to ask follow-up questions to refine their results. The experience is closer to chatting with an AI bot than using a search engine and can provide rapid answers to complex questions.

 

How does AI Mode affect your business?

Web traffic can decrease by up to 70% when AI-generated overviews appear before a listing of search results. For a veterinary business, this can mean fewer visitors to your site, less organic local traffic, and less return on your marketing and SEO investments. 

However, it’s not all doom and gloom. AI still needs content to generate summaries and to guide AI mode searches. AI prioritizes content that is well-written, trustworthy, authoritative, and unique. So, traditional SEO rules still apply: fresh content, clever keyword use, accurate information, and expert bylines can help the AI choose your content over others.

 

Adapting to SEO trends

Female veterinarian working at laptop

Although search algorithms shift with time and can be hard to predict, you can apply general principles to get the most from your content. Here are some practical tips to help ensure your blog or website continues to perform.

  • Answer questions directly — When you write blog posts or service pages, don’t bury the answer to a reader’s inquiry in a long intro or overly wordy page. Start with the most important information at the outset.
  • Use headings and bullet points — Break up content with subheadings, bullets, and lists whenever possible to help people and AI skim to understand each section. 
  • Anticipate follow-up questions — If someone asks, “Why is my dog limping?” they might also want to know, “Should I take my dog to the vet?” Provide a comprehensive overview of the topic to keep pet owners engaged on your site.
  • Use your authentic voice — Your clinic’s website should reflect your values, mission, and vision. Use your own voice and highlight what makes your business unique so content feels genuine.
  • Keep it current — Check your website content regularly to ensure it remains up-to-date. Periodically refresh blog posts and add new ones to show the algorithms that you are still relevant. 

Quality content counts

Helpful, expert web content is more important than ever. When pet owners search for local veterinary services or ask Google AI Mode a pet care question, you want authoritative, accurate content on your website to identify your business as an expert source.

If you’ve noticed a drop in web traffic or are planning a content strategy overhaul and need to stay relevant in the new search landscape, the Rumpus Writing and Editing team is here to help. Contact us for help with website copy, blog posts, social media content, and the rest of your veterinary writing needs.