Healthcare content strategy: How to rank in generative search

If you’re a healthcare marketer, you’ve likely seen generative search shaking things up. With generative search, artificial intelligence (AI) analyzes a query and provides an answer rather than a list of pages. These AI Overviews (AIO) do have an appeal. As marketers and brand experts, we’ve been guiding consumers toward more natural, conversational interactions for years. AIOs are the natural progression. 

At the time of we originally wrote this article, in August 2024, Google was pulling back on AIOs because they weren’t always accurate. At that time, AIOs only appeared in 15% of search results. Six months later, it’s a new story.

New results on current AI Search trends shows that Google AIOs have expanded its presence by up to 100% in increasingly complex search queries. In fact, 25% of search queries using 8 words or more are displaying AIOs. Content from authoritative medical research centers account for 72% of AIO answers.

By embracing AI and shifting our mindset, we can see a slightly revised marketing approach following these healthcare content strategy tips.

Boost your SEO strategy for generative search

In the world of search today, E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. It’s the secret sauce Google looks for when serving results. We just need to add an H for health. Healthcare sites that bring on the H-E-E-A-T demonstrate accuracy, in-depth knowledge, strong brand reputation and transparency. That doesn’t change with AI. But it does require maintenance. Ensure your SEO strategy includes a plan to regularly audit and refresh content (and quality) to remain at the top of the ranks. 

According to Google Search Central, “There is nothing special for creators to do to be considered [in AI Overviews]…”. That assumes you’ve already checked these boxes:

A conversational tone

Is your healthcare content written in plain language? AIOs target broad topics for a wide audience to make it easy to find answers. The tool pulls from resources that prioritize clear content.

Structured data

Does your site include schema markup to help medical conditions, treatments and doctors stand out? Schema markup helps Google interpret your pages and determine if they match user intent. It’s looking for clarity, like the audience it serves.

Multimedia

Do you regularly sprinkle content with related videos, charts, graphs, infographics or interactive tools? Don’t overlook doctor profiles. Adding a video that features the doctor can create a stronger emotional connection than words alone. Videos generate SEO results because Google appreciates engaging user experiences. Consider adding videos to your content mix if you see videos in your targeted search engine results pages (SERPs).

Accessibility

Have you added alt text, reviewed W3C recommendations and ensured your site is mobile-friendly? This signals your commitment to accessibility, a factor AIOs also prioritize.

Expert authors

Do you link to reliable source pages, include citations and identify expert authors in your blog? Your doctors and medical staff bring unique perspectives and personal experiences.

At the end of the day, it’s all about following SEO best practices. Often — but not always — articles that land in AIOs are also in top SERPs. The common contributing factor? Delivering quality content and following — or mostly following — SEO best practices.

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Include AEO in your SEO strategy

Once upon a time, Google trained us in shortcut searches with keywords and choppy phrases, but Google AI welcomes human conversation. That switch means a greater emphasis on long-tail keywords, specifically more full-length questions. Think about how Google inserts sections like Featured Snippets, People Also Ask and now Discussions and forums pulled in from Reddit and Quora. Rather than just SEO, marketers need a solid AEO (answer engine optimization) strategy to take advantage of these opportunities to appear in these sections. AEO is a digital marketing optimization strategy that helps content appear in AI-generated searches. You could create an FAQ page, but you’d be selling yourself short. Each question allows you to connect with your audience, and each answer may deserve a dedicated blog post to boost your SEO and thought leadership. Good SEO strategy embeds AEO. And AEO gives you a better chance of appearing on results pages with AIOs.

Keep up your local SEO strategy

Local SEO is still an important component of your content strategy, particularly with AIOs changing the landscape and potentially decreasing your organic traffic. But with a focus on local information, AIOs can also increase your visibility and reach. AIOs have shown us that they can provide context about local places, using AI-powered insights that make it easy to compare and explore options. This focus applies to providers and care services, too. 

AI Overviews guide the user not only to specific answers but also to answers to follow-up questions. It can encourage the user to ask about not just a health condition’s definition or symptoms but also which specialists treat it. This is where the beauty of AIO’s source lists is in your favor. Your organization might show up as an answer to these follow-up questions. Generative searches like AIOs can guide users in finding specialists in their city or state. It’s another opportunity for your organization to show up in SERPs. 

In summary, it’s still important to keep your local SEO strong so your healthcare content, provider profiles and reviews can show up among top results.

Smart generative search strategy starts with quality healthcare content

Staying ahead in the AI-driven search landscape will require healthcare marketers to adapt and refine their strategies. By focusing on H-E-E-A-T, incorporating AEO and maintaining strong local SEO practices, you can ensure your content remains visible and relevant in both traditional search results and AIOs.

Remember, investing in authentic, valuable content is still the key to winning the SEO game. For personalized guidance and expert assistance, WG Content is here to help you navigate these changes and optimize your healthcare marketing strategy.

Editor’s note: This post was originally written in August 2024. It was last updated in February 2025.

Follow-up questions about generative search and content optimization in the age of AI:

Diane Hammons

So, you’re all writers? No. But we’re all communicators. Diane…

Nikki Breen

Nikki Breen Content Strategist About Nikki Nikki is passionate about…

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