AI tools like ChatGPT and Google’s Gemini are starting to change how people search online. Some pet owners are experimenting with these tools to find local services, but for vets, Google still drives the calls and bookings that matter.
In fact, AI tools currently make up only 1–5% of local vet searches, while Google continues to dominate the vast majority of high-value click-throughs.
That means AI doesn’t need to be your full focus right now. Instead, the smartest way to prepare is to continue with the same strategies that already boost your Google visibility:
- Strong local SEO
- Fresh, relevant content
- Consistent updates
By staying on top of these fundamentals, your clinic will be well-positioned as AI search continues to grow and evolve.
Get the foundations right: Google first, AI tools naturally follow
AI tools often rely on Google data when showing local results. That’s why keeping your Google Business Profile (GBP) accurate and complete is essential. It’s still the main way Google helps vets be found, and it also feeds the results AI tools use.
- Keep it complete and up to date: include hours, photos, services and reviews.
- Ensure consistency: your clinic’s name, address, and phone number need to match across your website, social channels and any other directories.
Optimise content for Google and AI tools
When a pet owner types or asks, “Who does cruciate surgery for dogs near me?”, AI tools look for clear, service-specific information.
- Create dedicated service pages written in plain English and use FAQs.
- Use natural, conversational language that mirrors how pet owners ask questions.
Posts or articles can play an equally important role. They’re often easier to create and maintain than pages, and they keep your content fresh and ongoing. For example:
- Does my cat need desexing?
- What’s the recovery time for cruciate surgery?
- How often should my dog have a dental check?
These updates not only boost your Google visibility but also mirror the natural language AI tools rely on.
Showcase trust and reputation
Reviews still matter and AI tools increasingly read between the lines. A review that says:
“Our Labrador had cruciate surgery here and recovered brilliantly”
Can be much more powerful than a simple five-star rating.
To strengthen your credibility:
- Encourage reviews that mention specific services.
- Showcase vet credentials, case studies, and testimonials on your website.
- Use real photos and personalised stories to highlight the care your team provides.
These trust signals often get paraphrased directly into AI-style responses.
Stay focused, stay prepared
AI tools may only play a small role in how pet owners find vet clinics today, just behind Google, and while building visibility here is valuable, it’s not where you’ll see instant returns.
Instead you can:
- Invest in service-specific content, regular posts, and reviews to prepare for the future.
- Focus your marketing budget where it delivers measurable ROI right now:
- Google Ads (50–60% more calls than organic alone)
- Facebook Ads (directly reach and educate pet owners)
- Google Business Profile (generates ~50% of clinic calls and bookings)
By balancing proven strategies today with gradual preparation for tomorrow, you’ll keep your vet clinic competitive no matter how search through AI tools and Google evolves.
Talk to us about the right balance of immediate results and long-term visibility for your clinic.