Do Dentists Need Both GEO and SEO?
If you keep up with tech and SEO news, you probably feel like search is evolving at a nearly impossible speed. Dental practices are caught in the middle of a digital transformation that could reshape how patients find their next dentist. While everyone’s talking about ChatGPT and AI taking over search, the reality is far more nuanced, and frankly, more practical for dental practices trying to attract new patients today.
Recent data reveals a fascinating truth: 95.3% of ChatGPT users still visit Google, while only 14.3% of Google users venture into AI-powered search tools. This overlap tells us something crucial about where dental marketing should focus its efforts, and it’s not an either-or scenario.
Table of Contents
- The Current Search Reality: Google Still Rules the Dental Patient Journey
- The Emerging Opportunity: Generative Engine Optimization (GEO)
- What We Can Measure in GEO Right Now
- The Blind Spots That Keep GEO Challenging
- Why Dental Practices Need Both Strategies
- How My Social Practice Approaches the Dual Strategy
- The Practical Next Steps for Your Practice
- FAQ
The Current Search Reality: Google Still Rules the Dental Patient Journey
Let’s start with the numbers that matter most to your practice. In August 2025, ChatGPT received 5.8 billion visits compared to Google’s massive 83.8 billion visits. For context, that means Google still handles roughly 14 times more searches than the most popular AI tool on the planet.
For dental practices, this translates to real-world implications. When someone searches “dentist near me” or “emergency dental care,” they’re still overwhelmingly starting with Google. That middle-of-the-night toothache isn’t sending patients to ChatGPT to find relief; they’re still going straight to Google Maps to find the closest practice that can see them immediately.
Traditional search engine optimization (SEO) remains the backbone of dental practice visibility. The fundamentals that have worked for years—optimizing your Google Business Profile, earning positive reviews, creating location-specific content, and ensuring your website loads quickly on mobile—these tactics still drive the majority of new patient appointments.
The Emerging Opportunity: Generative Engine Optimization (GEO)
However, dismissing AI-powered search entirely would be like ignoring digital marketing when the internet first emerged. Generative Engine Optimization (GEO) represents the next frontier of search, where AI tools synthesize information from multiple sources to provide comprehensive answers to complex queries.
Here’s where it gets interesting for dental practices. When potential patients ask nuanced questions like “What should I expect during a root canal procedure?” or “How do I choose between Invisalign and traditional braces?”, AI engines are increasingly providing detailed, sourced responses that can include citations to authoritative dental content.
The challenge? GEO metrics are still in their infancy compared to the robust analytics we have for traditional SEO. While we can track some meaningful data points—like AI mentions, citation rates, and referral traffic from generative engines—we’re missing crucial insights that would help optimize more effectively.
What We Can Measure in GEO Right Now
Despite the limitations, several GEO metrics are already providing value for forward-thinking dental practices:
AI Mentions and Citation Rate: This is the GEO equivalent of ranking on page one. When AI engines cite your practice’s content as a source in their responses, you’re building authority in the new search landscape. Tools are emerging to track when platforms like Google AI Overview mention your brand or link to your dental content.
Referral Traffic from Generative Engines: While AI aims to provide complete answers, these platforms often link to their sources. Dental practices can track this traffic separately in their analytics to understand which AI platforms drive actual website visits and potential patient inquiries.
Share of Voice in AI Responses: Beyond simple citation counting, this metric measures how frequently your practice appears when users ask AI engines about dental topics relevant to your services. A pediatric dentist, for example, would want to know how often they appear when parents ask about children’s dental care.
Content Prominence and Position: Where your content appears within AI-generated responses matters significantly. Being the first source cited carries more weight than appearing at the bottom of a synthesized answer.
The Blind Spots That Keep GEO Challenging
The biggest limitation in GEO remains the lack of query volume data. In traditional SEO, tools like Google Keyword Planner provide monthly search volumes that help prioritize content topics. Dental practices can see that “teeth whitening” gets thousands of local searches while “dental sealants” might generate fewer inquiries.
AI platforms operate as closed ecosystems. We can’t see how many people ask ChatGPT about dental implants versus dentures, making it impossible to prioritize GEO content creation based on actual demand.
Additionally, AI queries tend to be conversational rather than keyword-based. Instead of searching “dentist Salt Lake City,” patients might ask, “What’s the best dental practice in Salt Lake City that accepts my insurance and offers Saturday appointments?” This complexity makes traditional keyword research approaches inadequate for GEO planning.
Why Dental Practices Need Both Strategies
The data makes it clear: even heavy AI users are still cross-referencing with Google. This behavior suggests that patients are using AI for research and education, then turning to traditional search for action-oriented queries like finding and contacting dental practices.
Smart dental marketing strategies should leverage both approaches:
SEO for Immediate Impact: Continue optimizing for traditional search to capture patients ready to schedule appointments. This means maintaining your Google Business Profile, earning reviews, creating location-specific content, and ensuring technical website optimization.
GEO for Future Positioning: Start building authority in AI responses by creating comprehensive, well-sourced content that addresses common dental questions. This positions your practice as a trusted source when AI engines synthesize dental information.
How My Social Practice Approaches the Dual Strategy
At My Social Practice, we’re monitoring both traditional SEO performance and emerging GEO opportunities for our dental practice clients. Our SEO services continue to focus on the fundamentals that drive immediate results: ranking in Google Maps, optimizing websites for local search, and managing online reputation.
Simultaneously, we’re tracking AI mentions and experimenting with content strategies designed to earn citations in generative responses. This dual approach ensures our clients maintain their current patient flow while positioning for future search evolution.
Our website design process incorporates both traditional SEO best practices and structured content that AI engines can easily reference. The blogging service we provide creates comprehensive resources that serve both human readers and AI training, maximizing visibility across all search channels.
The Practical Next Steps for Your Practice
Rather than choosing between SEO and GEO, dental practices should view them as complementary strategies. Start with a strong SEO foundation, because most new patients still find dental practices through traditional Google searches. Then layer in GEO considerations by creating detailed, authoritative content that addresses complex patient questions.
Focus your immediate efforts on what drives results today: local SEO, patient reviews, and mobile-optimized websites. As GEO tools and metrics mature, gradually expand your strategy to include AI optimization without abandoning the channels that currently fill your schedule.
The search landscape is evolving, but it’s not replacing traditional methods overnight. By maintaining excellence in SEO while preparing for GEO opportunities, dental practices can ensure they remain visible throughout this transition, capturing patients wherever and however they search for dental care.
Frequently Asked Questions
What's the difference between SEO and GEO for dental practices?
SEO (Search Engine Optimization) focuses on ranking high in traditional search engines like Google when patients search for dental services. GEO (Generative Engine Optimization) aims to get your practice cited as a source in AI-generated responses when patients ask conversational questions about dental topics. SEO drives immediate appointment bookings, while GEO builds authority for future patient discovery as AI search adoption grows.
Should my dental practice invest in GEO if most patients still use Google?
Yes, but not at the expense of SEO. Since 95% of ChatGPT users still visit Google, maintaining strong traditional SEO remains crucial for immediate patient acquisition. However, starting basic GEO efforts now—like creating comprehensive content that AI engines can reference—positions your practice for future growth as generative search adoption increases among dental patients.
How can I track if my dental practice is being mentioned in AI responses?
Several emerging tools track AI mentions and citations, though the metrics are still developing compared to traditional SEO analytics. You can monitor referral traffic from AI platforms in Google Analytics, track brand mentions across generative engines, and measure your share of voice when dental topics relevant to your practice are discussed. The key is establishing baseline measurements now as these tools continue to evolve.
What type of dental content works best for GEO?
AI engines favor comprehensive, well-sourced content that directly answers patient questions. Create detailed resources about dental procedures, treatment comparisons, and oral health education rather than simple service pages. Think about the complex questions patients ask—like comparing treatment options or understanding procedure details—and provide thorough, authoritative answers that AI can reference and cite.
How long before GEO becomes as important as SEO for dental marketing?
While GEO importance is growing, current data shows traditional search still drives 14 times more traffic than AI platforms. The transition will likely be gradual over the next 3-5 years rather than sudden. Dental practices should maintain strong SEO while slowly building GEO presence, ensuring they capture patients through current channels while preparing for future search evolution.
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.
