Why Dentists Should Think Like Creators
Every ranking update creates winners and losers, but in a new interview, Google Search chief Liz Reid says the bigger disruptor isn’t an algorithm. It’s people. Younger users increasingly turn to short videos, forums, and creator voices, with AI Overviews acting as the fast on-ramp that points them to richer, more human content. Translation for dentists: the path to your next patient is more likely to run through a 45-second explainer video and a trust-building page on your site than a generic 600-word blog post.
For local practices, this shift is opportunity disguised as change. Google still wants expertise, experience, and craft, it just wants them in formats patients actually consume. If your dental website reads like a brochure but your competitors show up with authentic videos, detailed FAQs, and real-world case insights, AI Overviews and younger searchers will reward them first. Let’s make sure they reward you instead.
Key Takeaways for Dental Marketing
The search revolution isn’t just about AI. More and more, it’s clear that how people use search is changing. The dentists who adapt their marketing to these new habits will win visibility (and patients). Here’s what matters most:
1. Behavior drives visibility now.
Younger audiences aren’t typing long text queries or scrolling through pages of results. They’re turning to short-form video, Reddit-style forums, and creator content for answers. A 25-year-old searching “Is Invisalign painful?” is more likely to watch a 30-second clip from a local dentist on YouTube Shorts than read a long article.
2. AI Overviews amplify human expertise.
Reid emphasized that Google’s AI Overviews are designed to feature “deeper, richer content” that feels genuinely human. That means content created with time, craft, and perspective. Your practice’s real experience—photos, doctor quotes, patient stories—now helps you rank better than generic, AI-written pages. Yay!
3. Google is rewarding creators, not copycats.
Think less like a traditional business and more like a trusted local educator. Whether you’re breaking down dental implant healing timelines or showing what to expect at a first pediatric visit, Google is looking for content that shows your personal touch.
4. Engagement signals matter more than ever.
Reid mentioned “fewer bounced clicks” as a sign of quality. Google measures when users stay on your site and interact. A video, interactive FAQ, or well-structured service page keeps users engaged longer, telling Google your content satisfies intent (which boosts rankings).
What This Means for Dental SEO Right Now
Google’s new direction puts your dental website strategy under the microscope, and that’s good news if you’ve invested in quality. As Reid explained, users want content that feels crafted, not copied. In a time when it’s easy to churn out generic word-salad on your blog with AI, Google’s ranking system is looking for evidence of real human expertise, depth, and engagement.
Here’s how that translates for your practice’s SEO:
1. E-E-A-T Isn’t Optional Anymore
If you haven’t heard this acronym lately, it’s worth repeating: Experience, Expertise, Authoritativeness, and Trustworthiness. It’s the framework Google uses to evaluate healthcare content. That means your website should:
- Include clear author bylines (e.g., “Written by Dr. Sarah Nguyen, DDS”)
- Add a detailed “Meet the Doctor” section with credentials and affiliations
- Use original images from your practice, not stock photos
- Feature testimonials and case examples (HIPAA-compliant, of course)
2. Depth Beats Volume
Google’s AI Overviews prefer content that helps users learn, not just skim. A “Dental Implants” page with two short paragraphs won’t compete against one that explains what to expect before, during, and after treatment and includes cost ranges, healing timelines, and a 60-second video overview.
3. Video is the New SEO Currency
Reid noted the surge in user preference for short-form and creator content. Dentists who produce consistent, short, educational videos have an edge. Each clip adds keyword-rich metadata, boosts dwell time, and can live on multiple platforms (YouTube, Instagram, your site).
4. Google’s AI Overviews Link to “Rich” Results
If your website content is engaging and trustworthy, it’s more likely to be referenced inside AI Overviews (the summary boxes at the top of search results). That’s prime real estate for credibility and patient discovery.
5. Local SEO is Still the Core
Behavioral shifts don’t replace local intent. “Dentist near me,” “emergency dentist,” and “Invisalign in [city]” remain key drivers of patient traffic. Your Google Business Profile, patient reviews, and consistent NAP (name, address, phone) data still anchor your visibility.
Ads + Discovery: Staying Visible While Patients Search Differently
Even as search behavior evolves, we know that patients still look for a dentist they can trust—quickly. What’s changing is how they find that trust signal. AI Overviews and short-form content might reduce clicks to traditional websites, but that doesn’t mean your visibility has to drop. Smart dental PPC ad placement and discovery strategies can keep your practice front and center as Google Search evolves.
1. Mirror the New Patient Journey with Video Ads
Patients are watching, not reading. Use YouTube Shorts Ads and Instagram Reels Ads to match this shift.
- Run video remarketing to reach people who’ve watched your educational clips or visited your site.
- Test short “meet the doctor” or “before-and-after reveal” ads—under 15 seconds—with captions and a local call to action (“Book a whitening consult in [city]”).
- Target by ZIP code and interest (cosmetic dentistry, dental anxiety, Invisalign, etc.).
2. Use Performance Max to Catch Multi-Channel Traffic
Performance Max campaigns in Google Ads automatically distribute your ads across Search, Maps, YouTube, Gmail, and Discovery Feeds.
- This helps your practice show up in multiple places as patients explore options, especially useful if AI Overviews give them instant answers without clicking.
- Add your short-form videos, before/after photos, and patient testimonials to your campaign assets.
3. Blend Organic and Paid Search
Think of dental ads as your insurance policy while organic visibility evolves.
- Run local search ads for high-intent keywords like “emergency dentist near me” or “same-day crowns [city].”
- Layer these with organic dental SEO efforts (rich service pages, video embeds, FAQs). Together, they make sure your practice shows up above and within AI Overviews.
4. Retarget for Conversion
Use display and video retargeting to re-engage visitors who viewed service pages but didn’t book. Show them friendly, reassuring messages like:
“Still thinking about implants? Get a free consultation with Dr. [Name] this week.”
Keep ad creative consistent with your on-site branding and video tone, building trust through repetition.
5. Budget for Visibility, Not Clicks
Reid noted that people are doing more searches overall, even if they click fewer links. That means your ads can appear in more places for the same budget if you focus on reach and relevance over raw click count.
Compliance & Quality Guardrails
As exciting as these digital shifts are, the rules of healthcare marketing still apply, and maybe now more than ever. Liz Reid’s comments about “richer, human” content mean dentists have a real opportunity to stand out, but how you produce and present that content matters for compliance, patient trust, and Google’s quality standards.
Here’s how to keep your dental marketing effective and ethical:
1. Avoid “AI Slop” and Thin Content
Google is cracking down on what Reid called low-value, mass-produced content.
- Don’t use AI tools to churn out filler blogs. Use them for outlines or editing help, then add your own clinical insights, examples, and local perspective.
- Always proof and personalize. Make sure every post sounds like it came from your practice, not a bot.
2. Protect Patient Privacy (HIPAA 101)
- Never share photos, reviews, or treatment details that could identify a patient without written consent. Download our free consent form to help with this.
- If you post testimonials or case studies, anonymize details and use only first names or initials with permission.
- Store all media release forms securely and review them annually.
3. Stick to Educational, Not Medical, Claims
- Provide general information, not diagnosis or guarantees. Instead of saying “Dental implants are permanent,” try “Dental implants can last for many years with proper care.”
- Focus on empowerment: helping patients understand options and next steps.
4. Maintain Accessibility and Transparency
- Include video captions, alt text for images, and mobile-friendly web design. Google rewards accessibility because it improves user experience.
- Disclose sponsorships, promotions, and financial offers clearly (e.g., whitening discounts, referral programs).
5. Prioritize Accuracy and Review
- Have all clinical content reviewed by a licensed dentist or hygienist before publication.
- Cite trusted sources for stats or claims—ADA, CDC, or peer-reviewed dental journals. (This is also great for your external linking SEO strategy!)
- Check your website quarterly for outdated procedures, pricing, or links.
The Human Side of the AI Search Shift
Liz Reid’s interview offered a clear message beneath the technical talk. Google is not replacing humans with AI, and it’s even rewarding humans who show up.
That means your expertise, your personality, and your patient stories are more valuable than ever. Search is no longer just about matching keywords; instead, it’s shifting towards a preference for matching intent, trust, and voice. AI might summarize answers, but it still points patients toward the people they want to hear from.
For dentists, that’s great news. You’re already in the business of trust. Every patient wants reassurance from a real professional who listens, educates, and cares. The same rule applies online: if your content feels authentic, detailed, and human, you’re aligning perfectly with Google’s new direction.
So film the quick video, write the deeper article, tell the behind-the-scenes story of your practice. The dentists who lean into their humanity will rise above the noise of AI-generated sameness.
Frequently Asked Questions
How will Google’s AI Overviews affect my dental website traffic?
Google’s AI Overviews summarize answers directly in search results, which can reduce clicks to low-value or generic pages. However, sites that feature deeper, richer, and more human-centered content—like dentist-authored blogs, original videos, and detailed treatment pages—are actually seeing more engagement.
What kind of content does Google now consider “high quality” for dental practices?
Google rewards content showing time, craft, and expertise. In practical terms, that means:
- Detailed explanations of treatments written or reviewed by a dentist
- Real photos and videos from your office (not stock images)
- Patient education blogs with your perspective (“Dr. Patel’s Advice on Whitening Sensitivity”)
- Clear, accessible answers to FAQs patients actually ask
- Avoid AI-generated filler or overly polished marketing jargon. Patients—and Google—want authenticity and expertise.
Should my dental practice focus more on video or written content for SEO?
Both matter, but short-form video is quickly becoming essential. Younger audiences prefer forums and short videos over long articles. So, dentists who combine educational video content with strong written pages will perform best. A 45-second video answering “How long does Invisalign take?” embedded on your Invisalign page keeps patients engaged longer, improves SEO metrics like dwell time, and signals to Google that your content satisfies real search intent.
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.
