Profile
Google Business Profile
Hours, phone, booking link, services and the most specific category. Google says complete information makes you more likely to show in local results.
Generative engine optimization for clinics
When a patient asks an AI assistant, does it name your practice?
Patients now ask ChatGPT, Gemini and Google’s AI Overviews who to see, what it costs and how long recovery takes. Check the 18 signals those answers are built from, plan the questions each page should answer, and test your treatment-page wording before it goes live.
Who is the best dentist near me in Denver for implants? I have PPO insurance.
AI assistant
A few practices come up often for implants in Denver:
- 1Aspen Row Dental, Highlands. 4.9 stars from 380 reviews. Lists implants from $3,900 and takes most PPO plans.
- 2Fieldstone Dental Care, Wash Park. Strong reviews, no prices online.
- 3Northline Dentistry, LoDo. Evening hours.
aspenrowdental.exampledirectory.examplelocalnews.example
84%Of US patients check online reviews before choosing a new provider, rater8, Dec 20248
29%Of US adults use AI tools for health information at least monthly, KFF, May 202610
230MPeople a week ask ChatGPT health and wellness questions, OpenAI, Jan 202611
31%Of US patients use generative AI to research or compare providers, rater8, 20259
Tool 1 of 3 · The main check
The practice AI visibility check.
Answer 18 questions about your practice as it is today. The answers start preset to a typical small dental practice, so you can see a result first. Nothing you choose leaves this page.
Practice checklist
18 questions · about 5 minutesAGoogle Business Profile and reviews
Weight 25 · 4 questionsBPractitioners and identity
Weight 20 · 3 questionsCAnswer-first treatment pages
Weight 25 · 5 questionsDEvidence and off-site mentions
Weight 20 · 4 questionsECrawler access
Weight 10 · 2 questionsYour practice scoreEdition 1
44of 100
Verdict
Partly visible
An assistant can probably find your practice, but has little to quote when a patient asks about cost, recovery or who to see. Work through the fixes in order.
Your answer on claims and testimonials is No or Not sure. Run your treatment pages through the claim wording checker on this page before you publish more.
1 answer marked Not sure, scored as No. Check it first.
Guidance, not legal advice. The score measures visibility signals. It does not say whether any claim on your site is lawful.
PartPoints
AGoogle Business Profile and reviews17.5 / 25
BPractitioners and identity8.3 / 20
CAnswer-first treatment pages7.7 / 25
DEvidence and off-site mentions2.2 / 20
ECrawler access8.0 / 10
Fix first, by impact against effortGain
- 01Publish a price or price range, with what it includes, on each treatment page.C3 · Answers · Low effort+5.8
- 02Reply to every review with a short, neutral message that never confirms who is a patient.A4 · Profile · Low effort+5.0
- 03Check claims, testimonials and photos against the FTC and CAP rules, using the checker on this page.D4 · Off-site · Low effort · check first+4.4
- 04Add a named clinical reviewer, with credentials, and a last-reviewed date to every clinical page.C5 · Answers · Low effort+3.8
- 05Add Dentist, MedicalClinic or Physician structured data with address, phone, hours and sameAs links.B3 · Identity · Low effort+3.3
- 06Open each treatment page with a direct answer of 40 to 60 words: what, who for, how long, recovery.C2 · Answers · Medium effort+5.8
- 07Publish a page for each practitioner with qualifications, registration and the treatments they provide.B1 · Identity · Medium effort+5.0
- 08Set the most specific primary category and remove extra categories that do not describe your core work.A2 · Profile · Low effort+2.5
6 smaller fixes not shown. Gains are points out of 100.
How it scores. Yes counts 1, Partly 0.5, and No or Not sure 0. Within each part, questions are weighted by impact from 1 to 3, and the five parts carry fixed weights that add to 100: Google Business Profile and reviews 25, practitioners and identity 20, answer-first treatment pages 25, evidence and off-site mentions 20, crawler access 10. Why these weights. Profile and reviews get 25 because Google documents that reviews and complete information feed local ranking,4 and most patients read reviews before booking.8 Treatment pages get 25 because cost, recovery and insurance are what patients ask, and an assistant can only repeat what a page says. Practitioners get 20 because health is a Your Money or Your Life topic where Google gives trust and expertise the most weight.2 Access gets 10 points but acts as a gate: if E1 is No or Not sure, the score is capped at 30. The fix list ranks each gap by the points it would add divided by effort (1 low, 3 high). The weights are Clickhouse judgment from the evidence on this page, not a published standard. A high score raises your odds. It cannot guarantee a mention, because each assistant chooses its own sources and answers change from one run to the next.
Figures · 16 rows · checked Oct 20, 2026
What is documented, from the people who wrote the rules.
Every row below is traced to Google, OpenAI, schema.org, the FTC, the ASA or the survey that measured it. Where we could not confirm a claim at source, the row says Confirm. Vendor surveys are named as vendor surveys.
| Benchmark or rule | Value | Status |
|---|---|---|
| Health as a Your Money or Your Life topic | Google’s Search Quality Rater Guidelines, edition of September 11, 2025, cover Your Money or Your Life (YMYL) topics in section 2.3 and E-E-A-T in section 3.4.1 Google says its systems give even more weight to strong E-E-A-T on topics that could significantly affect people’s health, and that trust matters most.2 | Sourced |
| Eligibility for AI Overviews and AI Mode | A page must be indexed and eligible to show with a snippet. Google says no special schema.org markup, AI text file or extra optimization is needed. Page last updated December 10, 2025.3 | Sourced |
| How Google ranks local results | Mainly on relevance, distance and prominence. Google says more reviews and positive ratings can help a business’s local ranking, and that complete, accurate information makes it more likely to show.4 | Sourced |
| Google Business Profile categories | Choose the fewest categories that describe your core business, as specific as possible but representative of your main business.5 | Sourced |
| Structured data types for practices | schema.org defines Dentist and MedicalClinic, both kinds of MedicalBusiness and MedicalOrganization, and Physician, with the subtypes IndividualPhysician and PhysiciansOffice. Version 30.1, September 2026.6 | Sourced |
| ChatGPT search crawler | OpenAI says OAI-SearchBot surfaces websites in ChatGPT search, and sites that block it will not appear in ChatGPT search answers, though they can still show as navigational links.7 | Sourced |
| Patients who check reviews before booking | 84% of US patients check online reviews before choosing a new provider, and 51% read at least six. rater8, a review-management vendor, survey of 1,008 US adults, December 2024.8 | Sourced |
| Patients who use AI to choose a provider | 31% of US patients use generative AI tools to research or compare providers: rater8, 2025 report on surveys of about 1,000 US adults each (Dec 2024 and Jun 2025). 26% say AI tools directly influenced their choice: mid-2025 (rater8). All self-reported.9 | Sourced |
| US adults using AI for health information | 29% use AI tools or chatbots for health information and advice at least monthly, up from 17% in June 2024. KFF, 2,480 adults, May 2026.10 | Sourced |
| Health questions asked on ChatGPT | Over 230 million people a week ask ChatGPT health and wellness questions, OpenAI said when it launched ChatGPT Health, as reported by TechCrunch on January 7, 2026.11 | Sourced |
| Evidence for health claims (US) | The FTC expects a reasonable basis before a claim is made, and at least the level of proof an ad claims, such as “doctors recommend” (1984).12 For health products it asks for competent and reliable scientific evidence, and says patient experiences alone are never enough (December 2022).13 | Sourced |
| Testimonials and endorsements (US) | The FTC’s Endorsement Guides, revised in 2023, say to disclose connections readers would not expect, and to show the generally expected results when a testimonial describes exceptional ones.14 | Sourced |
| Fake and insider reviews (US) | The FTC rule on consumer reviews and testimonials, 16 CFR Part 465, took effect October 21, 2024. It bans fake reviews, incentives tied to positive or negative sentiment, undisclosed insider reviews and review suppression, and the FTC can seek civil penalties.15 | Sourced |
| Health claims in UK ads | CAP Code section 12: objective claims need evidence (12.1), practitioners need relevant, recognized qualifications (12.3), no suggestion that a treatment is guaranteed, absolutely safe or without side effects without proof (12.9), and no advertising of prescription-only medicines or treatments to the public (12.12).16 | Sourced |
| Reviews, testimonials and superlatives in UK ads | CAP Code section 3: no fake reviews (3.44), say when reviews were incentivized (3.45), hold evidence that testimonials are genuine (3.47), and treat unqualified superlatives such as “best” as comparisons that need evidence unless they are obvious puffery.17 | Sourced |
| Which sources assistants weigh for local clinic answers | No assistant publishes how it builds a local shortlist, and we found no independent study that isolates it for clinics. Vendor claims vary and we could not trace them to a method. We are checking. | Confirm |
Sources
- Google, “Search Quality Rater Guidelines”, edition of September 11, 2025, sections 2.3 and 3.4. guidelines.raterhub.com, PDF. Checked Oct 20, 2026.
- Google Search Central, “Creating helpful, reliable, people-first content”, last updated October 5, 2026. developers.google.com/search/docs/fundamentals/creating-helpful-content. Checked Oct 20, 2026.
- Google Search Central, “AI features and your website”, last updated December 10, 2025. developers.google.com/search/docs/appearance/ai-features. Checked Oct 20, 2026.
- Google Business Profile Help, “Tips to improve your local ranking on Google”. support.google.com/business/answer/7091. Checked Oct 20, 2026.
- Google Business Profile Help, guidance on choosing business categories. support.google.com/business/answer/3038177. Checked Oct 20, 2026.
- schema.org type definitions, version 30.1 (September 16, 2026): Dentist, MedicalClinic, Physician. Checked Oct 20, 2026.
- OpenAI, “Overview of OpenAI crawlers” (OAI-SearchBot, ChatGPT-User). developers.openai.com/api/docs/bots. Checked Oct 20, 2026.
- rater8, “How Patients Choose Their Doctors: The Role of Online Reviews”, February 2025 report on a December 2024 survey of 1,008 US adults run through SurveyMonkey. rater8 sells review management to practices. rater8.com, 2025 report. Checked Oct 20, 2026.
- rater8, “The Next Evolution of Patient Choice”, 2025 report drawing on rater8’s December 2024 (1,008 adults) and June 2025 (1,024 adults) US patient surveys. The report does not say which survey gave the 31% figure; the 26% figure is dated mid-2025. rater8.com, 2025 report. Checked Oct 20, 2026.
- KFF, “KFF Tracking Poll on Health Information and Trust: Use of Social Media and AI for Health Information and Advice”, June 17, 2026, fieldwork May 7 to 31, 2026, 2,480 US adults. kff.org, June 2026. Checked Oct 20, 2026.
- TechCrunch, “OpenAI unveils ChatGPT Health, says 230 million users ask about health each week”, January 7, 2026. OpenAI’s own announcement page refused our automated check. techcrunch.com, January 2026. Checked Oct 20, 2026.
- Federal Trade Commission, “FTC Policy Statement Regarding Advertising Substantiation”, November 23, 1984. ftc.gov, policy statement. Checked Oct 20, 2026.
- Federal Trade Commission, “Health Products Compliance Guidance”, December 2022. ftc.gov, business guidance. Checked Oct 20, 2026.
- Federal Trade Commission, “FTC’s Endorsement Guides: What People Are Asking”, on the Guides as revised in 2023 (16 CFR Part 255). ftc.gov, business guidance. Checked Oct 20, 2026.
- Federal Trade Commission, final rule banning fake reviews and testimonials, announced August 14, 2024, and 16 CFR Part 465 in the eCFR, effective October 21, 2024. ftc.gov, press release and ecfr.gov, Part 465. Checked Oct 20, 2026.
- Committee of Advertising Practice, UK Code of Non-broadcast Advertising (CAP Code), section 12: medicines, medical devices, health-related products and beauty products. asa.org.uk, CAP Code section 12. Checked Oct 20, 2026.
- Committee of Advertising Practice, CAP Code section 3: misleading advertising, including consumer reviews, testimonials and comparisons. asa.org.uk, CAP Code section 3. Checked Oct 20, 2026.
- US Department of Health and Human Services, Office for Civil Rights, “Dental Practice Pays $10,000 to Settle Social Media Disclosures of Patients’ Protected Health Information”, October 2, 2019. The page refused our automated check, so we confirmed its facts in a law-firm summary: Nixon Peabody, “Dental practice learns if you don’t have anything that is HIPAA compliant to Yelp don’t Yelp at all”, October 4, 2019. hhs.gov, October 2019 and nixonpeabody.com, October 2019. Checked Oct 20, 2026.
- Aggarwal, Murahari, Rajpurohit, Kalyan, Narasimhan and Deshpande, “GEO: Generative Engine Optimization”, KDD 2024. arxiv.org/abs/2311.09735. Checked Oct 20, 2026.
Original evidence · Illustration and Clickhouse synthesis, October 2026
What an AI answer about a clinic is built from.
Take a typical answer to “best dentist near me in Denver” apart, and each line traces back to a source a practice can influence. This is our map of those sources, graded by how well each link is documented. It is an illustration and a synthesis, not a study of live answers.
Best dentist near me in Denver?
AI assistant
Here are three practices people often mention:a
- 1Aspen Row Dental, Highlands. 4.9 stars from 380 reviews.b Known for implants and sedation dentistry.c Implants from $3,900.d Dr. Maya Ortiz, DDS, has practiced for 14 years.e
- 2Fieldstone Dental Care, Wash Park. Takes most PPO plans.d
- 3Northline Dentistry, LoDo. Evening hours.
aspenrowdental.exampledirectory.examplelocalnews.examplef
- aPartly documented
The shortlist itself
Which practices appear at all. For Google’s AI features this draws on its index and local results, ranked mainly by relevance, distance and prominence.43 ChatGPT search needs its crawler, OAI-SearchBot, to reach your site.7
You influence it with: a complete Google Business Profile, the right category, open crawler access.
- bPartly documented
Rating and review count
Google names the number of reviews and positive ratings among the things that help local ranking.4 The figures an assistant repeats come from those profiles and review sites. How other assistants use review counts is not published.
You influence it with: a weekly review routine and replies that never confirm who is a patient.18
- cReasoned
What the practice is known for
A short summary of strengths. It reads like a blend of review text and the practice’s own treatment pages. No assistant documents how it writes these lines.
You influence it with: one clear page per treatment, and reviews that mention the treatment in patients’ own words.
- dReasoned
Price and insurance
An assistant can only repeat a price or a plan name it can read. Google says AI features draw on indexed pages eligible for a snippet,3 so a price in a PDF or given only by phone is invisible.
You influence it with: price ranges and accepted plans written in the page text.
- eReasoned
The named practitioner
Names, credentials and years in practice. Health is a YMYL topic where Google gives trust and expertise the most weight,2 and a practitioner page is where those facts live.
You influence it with: a page per practitioner with qualifications and registration.
- fUnknown
The cited sources, and how they are weighed
Google shows links to pages that are indexed and snippet-eligible.3 How much each assistant weighs your own site against directories, reviews and press for a local health question is not published.
You influence it with: matching details on directories, and mentions in local press.
Method
We broke a typical local answer into its parts, then looked for each part in the platform documentation and studies listed under the figures table. Each grade reflects the strongest primary source we could read on October 20, 2026.
Grades
Documented: the platform says so. Partly documented: true for one assistant, not shown for others. Reasoned: follows from documented behavior, untested. Unknown: not published anywhere we could find.
Limits
Answers vary between runs, places and assistants, and change as models change. This is an illustration, not a sample of live answers, so it says nothing about how often any practice is named.
Explained
Eight things that decide whether a practice gets named.
Generative engine optimization (GEO) for a clinic is mostly local search done carefully, plus pages that answer patients’ questions in plain sentences. Health raises the bar on trust, and advertising rules raise the bar on wording.
Reviews
A steady flow, not a pile
Recent reviews matter to patients and to Google’s prominence signal. Ask every patient, every week, and reply without confirming who is a patient.
People
Practitioner pages
Full name, qualifications, registration and what each person treats. On a health topic, the named, qualified person is the trust signal.
Answers
Treatment pages that answer
Open with what it is, who it suits, how long it takes and recovery. Then cost, risks and alternatives, each under a question heading.
Money
Prices and coverage in text
A price range and the plans you accept, or your NHS and private options, written on the page. If it is only on the phone, no assistant can repeat it.
Identity
One name, one address
Identical details on your site, profile and health directories, plus Dentist, MedicalClinic or Physician structured data as tidy housekeeping.
Wording
Claims you can stand behind
No guarantees, no “painless”, disclosed testimonials and context on photos. The FTC and the CAP Code both apply to how health services are promoted.
The limit
No one controls the answer
Each assistant picks its sources and changes them between runs. A strong score raises your odds. A guarantee of placement is a warning sign.
Health and YMYL
Why health pages are held to a higher standard.
Google calls topics that can significantly affect a person’s health, money or safety “Your Money or Your Life” (YMYL). Its rater guidelines treat them in section 2.3, and its public guidance says its systems give even more weight to strong experience, expertise, authoritativeness and trust (E-E-A-T) on these topics, with trust the most important.12
On a clinic site, trust looks like named clinicians, dated reviews of clinical pages, and claims you can source.
That does not mean a secret health ranking factor. Google says E-E-A-T is not a ranking factor in itself. It means the things a careful patient looks for are the same things the systems are built to reward. A page that names its clinical reviewer, gives a review date and cites a guideline is easier to trust and easier to quote. Citing sources was also among the most effective edits in the KDD 2024 GEO study.19
Advertising rules
Testimonials, before-and-after photos and claims, in plain terms.
A treatment page is marketing, so advertising rules apply to it. This is guidance, not legal advice. In the US, the FTC expects proof before a claim is made, and for health products says patient experiences alone never prove a claim.1213 In the UK, the ASA applies the CAP Code, whose section 12 covers treatments as well as products.16
Review replies carry a separate risk. In 2019 a Dallas dental practice paid $10,000 to settle a federal privacy case after its replies to online reviews disclosed patient information.18 Reply briefly, never confirm that a reviewer is a patient, and take details offline. Your professional body or regulator may add rules of its own, so check with them and with an adviser before you publish.
Honest framing
When GEO is not your priority yet.
AI visibility amplifies a practice that is already easy to find and easy to book. If that is not true yet, put the effort elsewhere first. Skip GEO for now if:
- Your diary is full for months and you have no plans to add capacity. More visibility only lengthens the wait.
- You have no Google Business Profile, or it shows the wrong hours or an old address. Fix that first. It is the single most visible fact about you.
- Most patients come through referrals from doctors or insurers you already work with. Strengthen those relationships before you chase search.
- Your treatment claims have not been checked against the advertising rules. Fix the wording before you publish more pages that repeat it.
- Your site is not indexed or loads its text only through a booking widget. Fix the basics, then come back.
For most other practices, the first three fixes on the check above are a few hours of work, and they are the hours that pay back first.
Worked examples
Three practices, three different first fixes.
Illustrative composites, not clients. Each was scored with the check above, before and after the fixes named.
Strong profile, faceless pages
60to 82 after four fixes
A complete profile, 210 recent reviews and clean directory listings. But the site lists treatments with no prices, no named dermatologists and no review dates, and the openings talk about “expert care” instead of answering anything.
First fixesA page for each of its four dermatologists with registration details, private fees in text beside the NHS referral route, answer-first openings on mole checks and acne, and a named clinical reviewer with a date on each page.
Good pages, door shut
30to 88 after one fix
Answer-first pages on back pain and sports rehab, insurance listed, therapists named. Uncapped it scores 82. But the hosting plan’s bot protection blocks unknown crawlers, including OAI-SearchBot and PerplexityBot, so the gate caps it at 30.
First fixOne firewall rule and a robots.txt check, about an hour. The score moves before a word of content changes.
Busy reviews, risky wording
54to 74 after three fixes
Hundreds of reviews and a strong profile. But its pages promise “painless” and “guaranteed” results and name a prescription-only wrinkle injection in a price list. Pasted into the checker with the UK setting, one page returns 6 flags.
First fixesRewrite the flagged claims, promote consultations instead of the product, add practitioner pages with qualifications, and open each treatment page with a direct answer.
Tool 2 of 3
The patient-question planner.
Pick your specialty, your main treatment and your town. The planner writes the 12 questions patients most plausibly ask an AI assistant, and maps each one to the page on your site that should answer it.
Question planner
12 questions · US or UK wordingRun each question by hand in ChatGPT, Gemini, Perplexity and Google once a month, and note who is named. That is your baseline.
Plan for dental practice · United States
12 patient questions, 4 pages and your profile
Build or fix these pages so each question has one clear place to be answered. Start with Treatment page: Dental implants, which answers 5 of them.
Guidance, not legal advice. The questions are plausible patterns built from templates, not measured search data.
Patient questionAnswer it on
- 01How much do dental implants cost in Denver?CostPrices and payment page
- 02What is included in the price of dental implants, and are there extra fees?CostTreatment page: Dental implants
- 03How long does recovery from dental implants take, and when can I eat normally?RecoveryTreatment page: Dental implants
- 04Do dental implants hurt, and what happens at the appointment?What to expectTreatment page: Dental implants
- 05Who is the best dentist in Denver for dental implants?Best practitionerPractitioner pages
- 06Which dentists near Denver have appointments this week?AccessGoogle Business Profile
- 07What should I check about a dentist before booking dental implants?CredentialsPractitioner pages
- 08Does my insurance cover dental implants, and which dentists in Denver take it?InsuranceInsurance page
- 09Can I pay for dental implants in monthly payments?PaymentPrices and payment page
- 10Am I a good candidate for dental implants, and what are the risks?SuitabilityTreatment page: Dental implants
- 11What are the alternatives to dental implants?AlternativesTreatment page: Dental implants
- 12Where can I find an emergency dentist in Denver today?LocalGoogle Business Profile
Pages to build or fixQuestions
- Treatment page: Dental implantsAnswer-first opening, then sections for cost, what to expect, recovery, risks and alternatives.02 03 04 10 11
- Prices and payment pagePrice ranges in text, what each includes, payment plans.01 09
- Practitioner pagesName, qualifications, registration, years in practice, what each person treats.05 07
- Google Business ProfileHours, booking link, services, steady recent reviews with replies.06 12
- Insurance pagePlans you accept, what is usually covered, how to check your benefits.08
Assumptions. The 12 questions come from fixed templates: two on cost, one on recovery or results, one on what to expect, two on choosing a practitioner, one on access this week, one on insurance (US) or the NHS (UK), replaced for UK aesthetic clinics by one on consultation fees and deposits, one on payment, one on suitability and risks, one on alternatives, and one specific to the specialty, such as referral rules or emergencies. UK questions use UK terms and spellings. They are plausible patterns, not measured search or assistant query data, because no assistant publishes what patients ask it. Each question maps to the one page best placed to answer it. Your town is trimmed to 60 characters and never leaves this page.
Tool 3 of 3 · Guidance, not legal advice
The claim wording checker.
Paste the copy from a treatment page, an ad or a post. The checker flags wording that FTC guidance or the CAP Code treats as risky, names the rule behind each flag, and suggests a safer way to say it.
Claim checker
Runs in your browser · up to 200,000 charactersClaim check · US and UK · 65 words
2 high-risk phrases, 5 to review, 2 low
Rewrite the high-risk phrases before this copy goes on a treatment page or into an ad. Each flag names the rule it comes from, so you or your adviser can check it.
Guidance, not legal advice. A flag means the wording deserves a second look, not that it breaks a rule in your case.
Flags, highest risk firstCount
- HighPainless or risk-free claim1
…enver. The best dentist in Denver for dental implants. Our painless implant procedure gives you a guaranteed result, and most p…
- CAPRule 12.9. Hold proof before suggesting a therapy is guaranteed to work, absolutely safe or without side-effects.
- CAPRule 12.1. Objective claims must be backed by evidence, if relevant from trials on people.
- FTCHealth Products Compliance Guidance. Written for health products: claims need competent and reliable scientific evidence, and patient experiences alone are never enough.
Try instead: Say what patients usually feel and how you manage discomfort, for example local anesthetic and typical recovery days.
- HighGuarantee of results1
…ental implants. Our painless implant procedure gives you a guaranteed result, and most patients have no downtime. Clinically prov…
- CAPRule 12.9. Hold proof before suggesting a therapy is guaranteed to work, absolutely safe or without side-effects.
- FTCHealth Products Compliance Guidance. Written for health products: claims need competent and reliable scientific evidence, and patient experiences alone are never enough.
Try instead: Describe typical outcomes and what happens if a treatment does not work as hoped, instead of promising a result.
- ReviewSuperlative or comparison1
Larimer Dental Studio, Denver. The best dentist in Denver for dental implants. Our painless implan…
- CAPComparisons principle. Unqualified superlatives are read as comparisons with every competitor and need evidence unless obvious puffery.
- CAPRule 3.7. Hold documentary evidence for claims readers are likely to take as objective.
- FTCAdvertising Substantiation Policy. Objective claims need a reasonable basis before you publish them, and at least the level of proof the ad claims.
Try instead: Replace the superlative with a fact you can prove: years in practice, number of procedures, a named award with its year.
- ReviewProof or approval claim1
…ou a guaranteed result, and most patients have no downtime. Clinically proven materials, with permanent results that look natural. See o…
- FTCAdvertising Substantiation Policy. Objective claims need a reasonable basis before you publish them, and at least the level of proof the ad claims.
- CAPRule 3.7. Hold documentary evidence for claims readers are likely to take as objective.
- CAPRule 3.52. Do not claim approval or endorsement by a body unless it is true and on its terms.
Try instead: Cite the study or approval by name and link it, or remove the claim.
- ReviewCure or permanence claim1
…atients have no downtime. Clinically proven materials, with permanent results that look natural. See our before and after gallery. “Dr.…
- CAPRule 12.7. Unqualified claims such as cure and rejuvenation are not generally acceptable.
- CAPRule 12.1. Objective claims must be backed by evidence, if relevant from trials on people.
- FTCHealth Products Compliance Guidance. Written for health products: claims need competent and reliable scientific evidence, and patient experiences alone are never enough.
Try instead: Name the realistic effect and how long it typically lasts, with a source if you have one.
- ReviewBefore-and-after with no context1
…terials, with permanent results that look natural. See our before and after gallery. “Dr. Patel changed my life. I can finally smile a…
- FTCEndorsement Guides. Disclose any connection a reader would not expect, and show typical results when a testimonial is exceptional.
- CAPRule 3.1. “Marketing communications must not materially mislead or be likely to do so.”
- CAPRule 12.15, medicines. For medicines: “Illustrations of the effect or action of a product should be accurate.”
Try instead: For each photo, give the treatment, the time since treatment, whether it is retouched, and that results vary.
- ReviewTestimonial with no disclosure1
…ults that look natural. See our before and after gallery. “Dr. Patel changed my life. I can finally smile again.” - Sarah K. Limited time offer: free consultation for new patients …
- FTCEndorsement Guides. Disclose any connection a reader would not expect, and show typical results when a testimonial is exceptional.
- FTCConsumer Reviews and Testimonials Rule. Bans fake reviews, sentiment-conditioned incentives and undisclosed insider reviews, since October 21, 2024.
- CAPRules 3.45 and 3.47. Make clear when reviews were incentivized, and hold evidence that each testimonial is genuine.
Try instead: Say whether the patient was paid, discounted or is staff, and add what results are typical.
- LowSpeed or downtime claim1
…edure gives you a guaranteed result, and most patients have no downtime. Clinically proven materials, with permanent results that l…
- CAPRule 12.1. Objective claims must be backed by evidence, if relevant from trials on people.
- FTCAdvertising Substantiation Policy. Objective claims need a reasonable basis before you publish them, and at least the level of proof the ad claims.
Try instead: Give the typical recovery time and the range patients report.
- LowTime pressure1
…el changed my life. I can finally smile again.” - Sarah K. Limited time offer: free consultation for new patients this month.
- CAPRule 3.30. Do not falsely say an offer is available only for a limited time to rush a decision.
Try instead: If the offer really ends, give the date. Health decisions should not be rushed.
How it checks. The checker looks for fixed phrase patterns in eight groups: guarantees, painless or risk-free claims, cure or permanence claims, superlatives, proof or approval claims, speed or downtime claims, time pressure, and named prescription-only medicines. It also flags testimonials when the text has no disclosure words (paid, discounted, staff, results vary), and before-and-after mentions when the text gives no context (time since treatment, results vary, unretouched). High means a rule names that kind of claim directly; Review means it usually needs evidence or context. Time pressure and prescription-only medicines are UK rules here, since the CAP Code names them. The checker reads English words, not meaning, so it misses claims made in other words or other languages and can flag a phrase used safely. Counts stop at 2,000 per flag, shown with a plus sign. Only the first 200,000 characters are read. Nothing you paste leaves this page. Guidance, not legal advice: check anything you publish with a qualified adviser.
Process · about six months
From check to named, in four steps.
The profile and access work is quick. Treatment pages and reviews take longer, and they are where most of the gains come from.
Week 1
Check and baseline
Score the practice, then run the 12 planner questions by hand in ChatGPT, Gemini, Perplexity and Google, and record who is named and which sources are cited.
Use a clean browser, note the date and town, and save every answer.Weeks 2 to 3
Fix the profile and the doors
Complete the Google Business Profile, set the right category, align details across directories, and open crawler access.
Start a weekly review request routine the same week.Weeks 3 to 10
Rebuild the treatment pages
Answer-first openings, prices and coverage in text, practitioner pages, named clinical reviewers and claims checked against FTC and CAP guidance.
One treatment page done well beats ten touched lightly.Months 3 to 6
Earn mentions and re-measure
Health directories, local press and community partners. Re-run the same questions each month and compare with the baseline.
Answers vary between runs. Judge the trend over months, not one answer.
Questions · 14 plain answers
What practice owners ask about AI search.
01What is GEO for clinics?
Generative engine optimization (GEO) for clinics is the work of making a practice easy for AI assistants such as ChatGPT, Gemini, Perplexity and Google AI Overviews to find, trust and name when patients ask who to see. For a clinic that mostly means a complete Google Business Profile, steady reviews, practitioner pages, treatment pages that answer cost and recovery questions, and claims that follow advertising rules.
02How do I get my dental practice recommended by ChatGPT?
Make sure OAI-SearchBot can crawl your site, since OpenAI says sites that block it do not appear in ChatGPT search answers. Then publish treatment pages that answer cost, recovery and insurance questions directly, name your dentists with credentials, keep your details identical everywhere and build a steady flow of reviews. None of this guarantees a recommendation, but each step removes a reason to leave you out.
03Does Google treat health websites differently?
Yes. Google calls health a Your Money or Your Life topic and says its systems give even more weight to strong experience, expertise, authoritativeness and trust on such topics, with trust the most important. In practice that means named clinicians, reviewed and dated clinical pages, and claims backed by sources.
04How many Google reviews does a clinic need?
There is no published number. Google says more reviews and positive ratings can help local ranking, and patients read recent ones: in rater8’s December 2024 survey, 51% of US patients read at least six reviews before booking. Aim for a steady flow every month rather than a total, and reply to each one.
05Should a clinic publish its prices online?
If you can, publish price ranges and what they include. Cost is among the first things patients ask, and an assistant can only repeat a figure it can read on your page. A range with the factors that change it is better than no number at all. Check any rules from your regulator or professional body on how fees must be shown.
06Do patients really use AI to choose a doctor or dentist?
A growing share say they do. KFF found 29% of US adults used AI tools for health information at least monthly in May 2026, up from 17% in 2024. In a 2025 report by rater8, a review vendor, based on surveys of about 1,000 US adults each in December 2024 and June 2025, 31% of patients said they use generative AI to research or compare providers. These are self-reported figures, so treat them as a direction, not a precise share.
07Which schema markup should a dental practice use?
schema.org has a Dentist type, a MedicalClinic type for clinics and a Physician type for doctors and their offices. Use the one that fits, with your address, phone, hours and links to your profiles. Google says no special schema is needed for its AI features, so treat it as tidy housekeeping that states your facts clearly, not a ranking lever.
08Can I use patient testimonials on my clinic website?
Generally yes, with care. This is guidance, not legal advice. In the US, the FTC says to disclose connections readers would not expect, such as staff or discounted patients, and to show typical results when a testimonial describes exceptional ones. In the UK, the CAP Code asks you to hold evidence that testimonials are genuine and to say when reviews were incentivized. Fake reviews are banned in both.
09Are before-and-after photos allowed in clinic marketing?
They are widely used, but they carry the same duties as any claim. This is guidance, not legal advice. Show real, unretouched results, say what treatment was done and how long after, and make clear that results vary. The CAP Code’s general rule is that marketing must not materially mislead (3.1). Its medicines part adds: “Illustrations of the effect or action of a product should be accurate” (12.15). The FTC’s Endorsement Guides expect the generally expected results to be shown when a testimonial describes exceptional ones.
10Can I advertise Botox in the UK?
Not directly to the public. CAP Code rule 12.12 says prescription-only medicines and treatments may not be advertised to the public, and botulinum toxin products are prescription-only. Clinics usually promote a consultation instead. This is guidance, not legal advice, so check your own wording with the ASA’s advice service or an adviser.
11How should a clinic reply to a negative online review?
Briefly, politely and without confirming that the reviewer is a patient or mentioning any treatment. Invite them to contact the practice directly. In 2019 a Dallas dental practice paid $10,000 to settle a federal privacy case after its replies to online reviews disclosed patient information. A calm public reply also tells future patients how you handle problems.
12How long before AI assistants start mentioning my clinic?
Profile and access fixes can show within weeks, once the platforms refresh. Treatment pages are picked up as they are recrawled, usually over weeks to months. Reviews and local mentions build over months. Plan on about six months before you judge the trend, and measure it by running the same patient questions by hand each month.
13Can an agency guarantee my practice will appear in AI answers?
No. Each assistant chooses its own sources, and answers change from one run to the next, even for the same question. An honest agency can improve the odds and show you the trend over time. Treat any guarantee of ChatGPT or AI Overview placement as a warning sign.
14When is GEO not the priority for a clinic?
When your diary is already full for months, when you have no Google Business Profile, when most patients come through referrals you already have, or when your treatment claims have not been checked against advertising rules. Fix capacity, the profile or the wording first. GEO amplifies a practice that is easy to find and book. It does not make one.
Free checklist
The one-page clinic AI visibility checklist we use on every practice.
- Google Business Profile field-by-field list
- Weekly review request and reply scripts
- Practitioner page template with credentials
- Answer-first treatment page template
- Claim wording do and do not list, FTC and CAP
- The 12 patient questions to test by hand
Request the checklist →
One page, sent by a Clickhouse strategist. Ask for it in the form below.
Who built this tool
Clickhouse Media, Nicosia.
Clickhouse is a strategy-first marketing agency. Decisions before deliverables: we decide what a practice should be known for, and by which patients, then build the pages and the proof that make search engines and AI assistants say so. We measure the result in inquiries, patients booked, revenue and margin, not likes.
Based inNicosia, Cyprus
Works withPractices and clinics in Cyprus and internationally, including the US and UK
LanguagesEnglish and Greek
Websiteclickhouse.media
MethodEvery figure on this page traced to its source and re-checked each quarter. No reviewer or adviser is named until one has reviewed the page.