The orthodontic local search landscape is evolving rapidly. With the advent of Google’s AI search results, orthodontists are now confronted with a new reality: patients may receive answers directly from Google without ever visiting a website.
This shift could potentially lead to a decrease in organic clicks, but it also presents significant opportunities for visibility if your practice secures a spot within these summaries. Orthodontists must adapt to these changes, as they are not just a trend but a new standard in the digital age.
This blog explains what AI Overviews in search are, how they affect orthodontic SEO, and how your practice can prepare using a broader SEOx strategy: Search Everything Optimization.
What Are AI Overviews and How Do They Work?
AI Overviews are Google’s new “position zero,” referring to the top result on a search engine results page. These overviews use generative AI to provide a brief, conversational answer in this prime location. Unlike a Featured Snippet, which extracts text from a single source, an AI Overview synthesizes information from multiple sources and often includes prompts for follow-up questions.
Example triggers for orthodontics:
- “Braces near me” → AI Overviews may list local orthodontists, reviews, and treatment overviews.
- “Invisalign cost” → AI Overviews may explain what affects cost (case complexity, treatment length, insurance, HSA/FSA, financing) and point to local providers for details.
Here’s how AI Overviews compare to other SERP features:
AI Overview: AI-written summary with source links; lets people ask follow-up questions.
Featured Snippet: A short quote pulled from one page.
Organic results: The regular list of links you click into.
How Do AI Overviews Affect Visibility for Orthodontists?
The biggest concern? Organic click-through rates drop when AI Overviews appear. Studies show many users get enough information without clicking through. For orthodontists, this makes it critical to invest in digital strategies to dominate Google and AI.
On the flip side, if your practice is featured within an AI Overview, your credibility and visibility can skyrocket. This is a promising aspect of AI Overviews that orthodontists should look forward to and leverage for their practice’s growth.
Three big shifts orthodontists need to note:
- Organic traffic squeeze → Ranking #1 doesn’t guarantee visibility anymore.
- Local prominence matters more → AI Overviews often integrate Google Business Profiles (GBP) and local packs.
- Authority signals drive inclusion → Practices with strong content, reviews, and trusted citations are more likely to appear.
What Kind of Content Gets Picked Up by AI Overviews?
Google favors clear, authoritative, and patient-friendly content. For orthodontists, that means:
- FAQs & How-tos: Bite-sized answers to questions like “Do braces hurt?” followed by deeper detail.
- Treatment explainers: Conversational guides to braces, Invisalign, or retainers.
- Structured data: Schema markup helps AI interpret your content
- Consistency: Align website content with GBP, Yelp, and review platforms to reinforce authority.
Strategies to Stay Visible in the Age of AI Search
AI search is here to stay. Orthodontists who adapt early will win. Here’s how:
- Optimize for patient questions: Write the answer first, then the explanation. Use the phrasing real people use—“Do braces hurt?” “How long does Invisalign take?”—so Google can match your page to conversational queries.
- Strengthen local SEO: Complete every field in your Google Business Profile, add current photos, and post updates. Consistent NAP and rich service details help AI tie your website to your local presence. To avoid common pitfalls, review the most frequent Google Business Profile mistakes orthodontists make.
- Build credibility signals: Publish bios with credentials, highlight Before and After results (with consent), and earn reputable backlinks. Detailed, recent reviews reinforce trust and increase your chance of being cited.
- Diversify traffic sources: Don’t rely only on organic clicks. Use email, social, and direct campaigns to drive return visits and keep demand steady as AI experiences evolve. Even social platforms can influence search, for example, Google now indexes Instagram captions for SEO.
Introducing SEOx: Search Everything Optimization
SEOx is our comprehensive strategy designed to improve visibility in an AI-driven world. It combines on-site AI optimization with off-site reputation and discoverability, ensuring that your practice is found wherever patients are searching.
SEOx builds on the best SEO strategies for orthodontic practices but expands them for AI-driven search. This strategy is not just a response to AI Overviews, but a proactive approach to staying ahead in the digital marketing game where ChatGPT and other AI tools continue to bite into Google’s dominance of local search.
GEO (Generative Engine Optimization)
Make your site AI-friendly with patient-first language, crisp answers on keyword pages, and structured data that clarifies people, places, and procedures for the machines.
Local & Reputation
Treat GBP, reviews, and third-party profiles as core ranking inputs. High star ratings, rich photos, and consistent service details strengthen proximity, relevance, and prominence.
Content Authority
Build topic clusters, which are groups of interlinked pages that cover a broad topic in depth. For example, you could create a ‘braces hub’ with subpages for different types of braces, care tips, and treatment timelines. Interlinking these pages helps AI recognize your depth and trust you as a source.
Build topic clusters with BlogPosting schema (JSON-LD) on every post with a headline, image, author, datePublished, and dateModified. Show the same byline and dates on the page so the markup matches what readers see, and only mark up real content before you publish
SEOx is bigger than traditional SEO. It’s about showing up wherever patients search, Google, Maps, Instagram, or AI engines, so your practice is always part of the conversation.
What Orthodontic Practices Should Do Right Now
Here’s a checklist to start adapting:
- Audit your site for FAQs and long-tail content gaps.
- Add schema markup for treatments, FAQs, and provider bios.
- Update GBP with all services, fresh photos, and current promotions.
- Request reviews systematically and respond to all feedback.
- Monitor Google Search Console to compare impressions vs. clicks as AI Overviews expand to more searches.
Want to Stay Ahead in the AI Search Era?
AI Overviews are reshaping how patients find orthodontists online. The practices that thrive will be those that adapt quickly, investing in helpful content, local visibility, and a broader SEOx strategy.Is your practice ready for AI search? At Kaleidoscope, we specialize in staying ahead of the competition in this dynamic digital era by helping you maintain your visibility and build trust with potential new patients.