FOR HEALTHCARE
Healthcare AEO and SEO: which pages should you improve first?
A practical guide for hospital and clinic leaders and staff, turning official information, patient questions, clinical review and measurement into page-level tasks.
Official pages that distinguish the institution and its branches
Create a reference sheet covering the official institution name, branch, address, contact details, hours and clinicians’ current affiliations. Compare differing information across the website, map listings and official accounts, then update the institution and branch pages. Align the visible content and structured data so they identify the same institution.
Build service pages around questions asked before a visit
Start with one service page and gather recurring questions about booking, preparing for a first consultation and what to clarify about costs. Put the main answer and important conditions near the beginning, with links to further information. Provide essential explanations as text as well as images, and give the page a title, summary and stable URL that fit its subject.
Define what clinicians need to review
Identify treatment suitability, alternatives and precautions as matters requiring clinical review. Record who wrote and edited the page, the passages clinicians actually checked, the review date and the version reviewed. Keep unverified passages on the pre-publication checklist, and distinguish editing or translation from clinical review. Disclose the roles of those who actually contributed and the sources used.
Connect local guides to official pages
Write local guides around practical questions about location, transport and reception, linking to the institution’s official location and booking pages. Add verified local information rather than merely substituting place names in the same article. Check that links work and search services can access the body content. Google’s guidance for AI search features continues to use established SEO practices.
Track search activity, citations and enquiries separately
Record each URL’s initial state and change date, then track search impressions and clicks, AI mentions of the institution, cited URLs and enquiries separately. Distinguish telephone-button clicks from completed calls or bookings. For AI checks, retain the prompt, service, model, date and time, repeat count and original responses. Consider advertising and seasonal changes as well. Traffic from Google’s AI search features is included in Search Console’s Web performance data, so aggregate search figures should not be reported as AI citation results.