How Clinics Can Stay Visible: Big Changes in Google Search

Sales and Marketing
Apr 17
3 min read

In recent months, Google Search has been undergoing significant changes that are shaking up how content is discovered and ranked. From the rollout of AI Overviews (formerly Search Generative Experience) to shifts in ranking systems and user behavior, many businesses—especially clinics and healthcare providers—are feeling the impact.

Despite the huge evolution, one principle remains steady: high-quality, helpful content wins. Here's how clinics can remain visible and competitive even in the face of these changes.

Understand the Latest Google Search Updates

To adapt effectively, it's important to know what's changing. Some of the most impactful updates include:

AI Overviews: Google now offers AI-generated summaries at the top of search results for certain queries. These summaries pull from various sources, sometimes bypassing traditional website rankings.
Helpful Content System Updates: Google has refined its Helpful Content System, which prioritizes content written by people, for people—not just for search engines.
E-E-A-T Guidelines: Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T) are more crucial than ever in medical and health-related content.

For clinics, these updates mean that genuine, expert-driven content is key to search visibility.

1. Prioritize Helpful, Human-Centered Content

Google's recent emphasis is on helpful content—material that genuinely answers user questions and reflects first-hand expertise.

Clinics should focus on producing:

FAQ pages addressing common health concerns
Doctor-written blog posts on current health issues or treatments
Guides and explainer content for conditions or procedures you treat

For example, instead of keyword-stuffing terms like “best dentist in Los Angeles,” write a clear, informative article such as “What to Expect During Your First Dental Visit at Our LA Clinic.”

According to Google’s official advice on creating helpful, reliable, people-first content, creators should aim to satisfy the user’s search intent while demonstrating expertise.

2. Update Your Google Business Profile

Even with organic changes, local SEO still matters—especially for clinics serving specific communities. Make sure your Google Business Profile is:

Fully completed and regularly updated
Includes high-quality photos and videos
Uses proper medical categories and service descriptions
Encourages and responds to patient reviews

Local search factors still influence map packs and localized queries like “pediatrician near me.”

3. Use Structured Data for Medical Content

Search engines rely on structured data to better understand your website’s content. Using schema markup such as MedicalCondition or Physician helps enhance how your clinic appears in search results.

This can lead to rich snippets—search results that display extra information like ratings, FAQs, or availability—making your listing more attractive and informative.

4. Refresh and Reoptimize Older Content

If your clinic already has blog posts or landing pages, don’t let them gather dust. Regularly reoptimize content by:

Updating medical references or statistics
Adding internal links to newer pages
Improving readability and mobile usability
Aligning with current search intent

This not only boosts performance but aligns with Google’s preference for fresh, accurate content.

5. Create Content That Can Be Cited in AI Overviews

With Google’s AI Overviews pulling from trustworthy sources, being part of that ecosystem is now a visibility opportunity. You can improve your chances of being cited by:

Publishing content with clear medical expertise and credentials
Using straightforward, accurate language
Backing claims with citations or links to reputable sources (like the CDC or Mayo Clinic)

These actions enhance your site’s credibility and position you as a reliable source.

Key Takeaway

While the Google Search landscape is changing, the core strategy for clinic visibility remains the same: create genuinely helpful, well-structured, expert-driven content. Focus less on trying to "game" the algorithm and more on serving the real needs of your patients through your digital presence.