Who Is PracticeCFO?
Running a dental practice isn’t just about excellent clinical care—it’s also about building a financially sound business that supports your goals inside and outside the operatory. That’s where PracticeCFO comes in. Since 2013, their team of CPAs, Certified Financial Planners, and tax advisors has helped more than 400 practices across the U.S. simplify both practice and personal finances under one roof. With over $350 million in assets under management and a 98% client retention rate, PracticeCFO is trusted by dental professionals to turn complex numbers into a clear path toward lasting success.
It’s no surprise, then, that their podcast The Dental Boardroom has become a go-to resource for practice owners looking to grow smarter. Recently, they invited Adrian Lefler, Co-Founder and CEO of My Social Practice, to join host Drew Phillips in their AI in Dentistry series. Adrian was especially excited to step into this conversation, because just as PracticeCFO brings clarity to dental finance, My Social Practice brings clarity to digital marketing in a new AI-driven world.
This episode explores how AI is redefining dental marketing—from content creation and search rankings to 24/7 patient communication. Below, we’ll break down the key takeaways for dental practices preparing for this seismic shift in marketing strategy.
The New Search Landscape: From SEO to GEO
For decades, search engine optimization (SEO) has been the foundation of digital marketing. Dentists looking to rank high in Google search results have relied on strategies like creating blog content, tagging it with the right keywords, and building backlinks to their websites. The goal was simple: show up when a prospective patient searched for phrases like “best dentist in Miami” and earn that valuable click.
But AI is changing everything. Google has introduced AI Overviews (AIOs), powered by its large language model, Gemini. Instead of displaying a list of links for patients to click through, Google now delivers direct, AI-generated answers at the very top of the search page. In many cases, patients never even need to click a website to get the information they want.
This new behavior is often called “zero-click search,” and it’s a game-changer for dental practices. If patients aren’t clicking through to websites, then the traditional SEO playbook isn’t enough anymore.
Enter Generative Engine Optimization (GEO)—the next evolution of SEO. GEO focuses on helping your practice’s website, blog posts, and videos appear as the referenced sources that AI tools like Google Gemini pull into their overviews. In other words, instead of competing just for the top organic spot, dental practices now need to compete for a place inside AI’s answer box.
The bottom line? Dentists who want to stay visible in this new landscape must adapt their online strategies to meet the demands of AI-powered search.
What “Zero-Click Search” Means for Dentists
In the old model of Google search, patients would see ads at the top, then the local map pack, and finally a list of organic results. Getting clicks depended on ranking high and giving patients a reason to visit your site.
But with AI Overviews, the answer is often displayed directly on the results page—no clicks required. For example, instead of searching “What is a dental implant?” and visiting a practice website, a patient might get the full explanation right inside Google’s AI response. This shift means fewer clicks on ads and organic results, and fewer chances for practices to capture a potential new patient.
So what can dental practices do? The strategy now is about making sure your content is referenced inside AI’s answer, not just sitting further down the results page. Here are three key action steps:
- Website Speed: Google prioritizes fast-loading sites. Use tools like Google PageSpeed Insights to make sure your site is scoring above 90% on both desktop and mobile.
- Custom Blog Content: AI tools pull from authoritative, fresh sources. Publishing unique, high-quality blog articles (not copied or generic content) increases the likelihood that your site will be cited. Adding an FAQ section with voice-search-style questions makes it even stronger.
- Inbound Links: When respected sites (like local businesses, referring dentists, or industry organizations) link to your site, it raises your authority score. This makes your content more likely to surface in AI-driven results.
The takeaway is simple: getting found online is no longer just about clicks—it’s about being the trusted source AI pulls from.
Creating Smarter Content with AI (Without Losing the Human Touch)
One of the biggest advantages of AI is speed. Tools like ChatGPT, Gemini, and Claude can generate blog drafts, video scripts, or social media captions in minutes—work that used to take hours. This means the cost of content creation is dropping to nearly zero.
But here’s the catch: if everyone is using AI to spin out generic articles, the internet fills up with duplicate, low-value content. Google and other platforms know this, and they reward practices that publish original, authoritative, and trustworthy material.
So how do you use AI without sounding like a robot?
- Start with real expertise. A quick interview with your dentist about dental implants or whitening can be transcribed and then polished with AI into a blog post. Real quotes make the content authentic.
- Add patient-focused FAQs. Think in terms of voice search: instead of “dental implants Miami,” patients are asking, “Where can I get dental implants near me that take insurance?” Adding these long-tail, conversational questions to blog posts and answering them clearly makes your site more AI-friendly.
- Mix in video and visuals. Video storytelling still builds trust faster than text alone. Pairing a short, engaging video with a transcript gives both patients and AI crawlers the context they need.
The formula is simple: AI speeds up the process, but your practice’s voice, personality, and expertise keep the content valuable.
AI-Powered Patient Communication: Beyond Marketing
AI isn’t just changing how patients find your practice—it’s also transforming how they interact with it. One of the most exciting examples is Annie, the AI-powered scheduling and chat assistant developed by My Social Practice.
Think about how many new patients your practice might lose because of:
- Missed calls after hours.
- Phone lines tied up during busy times.
- Patients who prefer chatting online instead of leaving a voicemail.
In fact, research shows that up to one-third of calls to dental offices go unanswered, and most patients won’t leave a message. That’s where Annie steps in.
Instead of sending patients to voicemail, Annie responds instantly—24/7—whether it’s through website chat or phone calls. She can answer questions, share links to forms, and even schedule appointments directly into your practice management system.
For dental teams, this means:
- Fewer missed opportunities. Every marketing campaign converts better when patients can immediately book.
- More efficient front desks. Routine questions and scheduling are handled by Annie, freeing staff to focus on in-office patients.
- A better patient experience. Patients get real-time, helpful answers without waiting on hold.
In short, AI assistants like Annie aren’t replacing your team—they’re augmenting it, helping your practice deliver faster service, build trust, and grow more consistently.
Why Now Is the Time to Embrace AI in Dentistry
AI isn’t just another marketing trend—it’s a fundamental shift in how patients search, choose, and communicate with dental practices. From Google’s AI Overviews changing the rules of SEO to 24/7 scheduling agents that prevent lost calls, the practices that adapt now will be the ones that stay visible and competitive in the years ahead.
The key is balance:
- Use AI to speed up repetitive tasks like content drafting or answering routine patient questions.
- But keep your authentic voice, expertise, and brand identity at the center. Patients still choose dentists they trust.
As Adrian Lefler shared in this episode of The Dental Boardroom, practices that combine AI-driven efficiency with human connection will see the greatest growth—both online and in the chair.
Now is the time to experiment, refine, and adopt these tools before they become the new standard. Because whether it’s ranking inside an AI Overview or answering a call after hours, the future of dental marketing is already here.
Frequently Asked Questions
How is AI being used in dental marketing?
AI is transforming dental marketing by automating content creation, improving SEO through generative engine optimization (GEO), and powering tools like AI chatbots and virtual receptionists. These tools help dental practices rank higher in search results, engage with patients 24/7, and convert more online visitors into scheduled appointments.
What is generative engine optimization (GEO) in dentistry?
Generative engine optimization, or GEO, is the process of optimizing your dental website and content to appear in AI Overviews and other AI-driven search results. Unlike traditional SEO that relies on keyword rankings and clicks, GEO focuses on publishing authoritative, fast-loading, and well-structured content that AI tools reference directly in their answers.
Can AI tools like chatbots actually help dental practices get more patients?
Yes. AI-powered tools such as chatbots and scheduling agents reduce missed calls, provide instant answers to patient questions, and allow patients to book appointments anytime. By improving patient convenience and reducing barriers to scheduling, AI directly increases new patient growth for dental practices.
About the Author: Megan Nielsen is an SEO strategist and the Grand Overlord of copywriting at My Social Practice. My Social Practice is a dental marketing company that offers a full suite of dental marketing services to thousands of dental practices throughout the United States and Canada.
