AI search is growing, but organic search still brings the patients in!
There is no denying that AI-powered search platforms are on the rise. They’re gaining attention quickly, with some showing triple-digit growth month on month. But when it comes to bringing patients through your doors, organic search is still leading the way!
AI Search: big growth, little impact (for now)
A recent report from BrightEdge shows that AI-driven search referrals accounted for less than 1% of traffic between January and August this year. In other words, while AI platforms are growing, they are not yet translating into meaningful sessions or appointment bookings.
On the other hand, organic search remains the primary driver of website traffic and patient conversions across all industries.
Why this matters for dental practice
It may be tempting to pursue the latest technology or marketing trends, particularly with the current hype around AI. However, this research underlines the clear difference between visibility and measurable results. At present, AI search functions more as an exploratory tool, whereas Google and other search engines continue to serve as the primary drivers of growth.
As BrightEdge co-founder Jim Yu explains:
“AI search is the fastest-growing channel we’ve ever tracked. But growth and quality are two different things. Organic search continues to outperform on conversions and remains the engine of digital growth. The most successful marketers aren’t choosing one over the other – they’re adapting for AI while doubling down on the organic strategies that have always driven results.”
What this means for your dental website
For dental practices, this is reassuring news. Patients continue to turn to Google and other search engines when choosing their dentist. Ongoing SEO efforts, from keeping the content on your website updated to building strong local search visibility, are the most effective way to attract new patients.
At the same time, it’s sensible to keep AI search on view. As the technology evolves, practices that adopt early will be better placed when it starts to influence patients’ behaviour more directly. Beyond search, there are also growing opportunities to incorporate AI into other areas of your dental practice.
AI search is growing fast, but organic search remains the reliable path to new patient enquiries and practice growth.
Alongside this, we’ve developed our own AI tool designed to help your reception team in managing patient enquiries and calls both inside and outside of practice hours – resulting in a 125% increase in leads!
If you’d like to delve deeper into your own website stats and see how your practice is performing, get in touch with our team today. We’ll help you understand where your traffic is coming from and highlight the best opportunities to attract more patients online.
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