In the ever-evolving world of digital search, a new frontier has arrived: AI-powered search. First released in Australia in late 2023, AI search has become a hot topic among veterinary clinics and small business owners alike.
The most common question we’re hearing?
“Do we need to change what we’re doing to stay ahead?”
The short answer: Your existing SEO efforts aren’t wasted, but this space is shifting, and fast.
What Is AI Search?
AI search refers to the use of advanced artificial intelligence to enhance how search engines understand and respond to user queries. Unlike traditional search, which relies heavily on matching keywords, AI search leverages large language models (LLMs) to interpret complex questions and generate more relevant, human-like responses. Google’s integration of AI into search aims to reduce the number of steps it takes to find answers, especially for multifaceted queries.
According to Google’s AI in Search, AI is being used to “take some of the work out of searching, so people can understand a topic faster, uncover new viewpoints and insights, and get things done more easily”.
What Are AI Overviews?
One of the most visible changes is AI Overviews (previously known as Search Generative Experience or SGE). These are AI-generated summaries that appear at the top of some search results. Rather than showing a traditional list of links first, Google may now present a concise answer synthesised from multiple sources. This AI-generated snapshot often includes citations (links) to the original content, potentially yours.
For example, if someone searches “what to do if my cat has a limp,” instead of clicking through various articles, they might first see a brief AI-generated overview that answers the question using information from several websites. Below that summary, Google will often include links to the sources it drew from.
So… should you change what you’re doing?
Here’s our view: not necessarily, and certainly not in a rush.
Yes, AI search is a major shift but it’s also still brand new. What appears in an AI Overview today might not appear tomorrow. Optimising for it is complex, evolving, and often expensive, with results that are far from guaranteed.
In contrast, we see consistently strong results from Google Ads, Facebook Ads, high-performing websites and optimised Google Business Profiles, which deliver clearer return on investment for vet clinics. These are areas where we help clients every day, with measurable outcomes.
SEO and AI search optimisation is a long game
It can involve significant investment with limited and unpredictable returns. In fact, even high-ranking pages may not get visibility in these new summaries, depending on how the AI interprets content. And that’s assuming the AI gets it right which isn’t always guaranteed.
Focus on content that lasts
If your website already features quality, educational content, you’re off to a strong start, this is exactly what Google values. To increase your chances of being picked up by AI search tools, it’s also important to use a conversational tone, organise content with clear headings and FAQs, and directly address real client questions.
But most importantly, these updates aren’t just about AI, they’re about future-proofing your website. Clear, trustworthy content that’s not too technical and easy to understand improves user experience, builds credibility, and helps pet owners take action, whether they’re new or returning clients. That’s what ultimately drives real results. So rather than chasing algorithm shifts, focus on content that serves your audience well today and tomorrow.
Focus where it counts
For now, we recommend focusing your marketing budget where we consistently see clear value and measurable results for vet clinics which includes:
- Google Ads, which drive 50–60% more calls than organic results alone
- Facebook Ads, which help you reach and educate pet owners directly
- Optimised Google Business Profiles which generate 50% of clinic online calls and bookings with a high-performance website and Google Ads contributing to the remaining 50%
We’re keeping a close eye on AI search developments and we’ll keep sharing what matters, for now these remain the areas where we see your budget delivering the strongest results.