ChatGPT vs Google: How patient search intent is shifting
For years dentists have relied on Google – high search rankings, positive reviews and local ads – to bring patients through the door. But the rise of AI is changing how patients search. Instead of typing keywords into Google and scrolling through links, many people now ask tools like ChatGPT for direct answers. Patients may still use Google for “dentist near me” or “Invisalign treatment cost,” but increasingly they’re posing conversational questions to AI: “How do I relieve a toothache at night?”, “What are the pros and cons of veneers?”, or “I’m nervous about my first filling, what should I expect?”
Understanding this shift in patient search behaviour is crucial for your dental marketing strategy. Google remains dominant in UK search (about an 83% reach in 2024), but AI-driven search (ChatGPT, Siri, Bing AI, etc.) is growing, especially for informational and decision-oriented queries. In practical terms, patients are still using Google to find practices and check prices or reviews, while turning to ChatGPT for advice, explanations and reassurance.
Google Search: Local and transactional queries
On Google and other traditional search engines, patients tend to use location-based and comparison queries. For example:
- Finding a “dentist near you” – Patients often search “dentist near me,” “NHS dentist Birmingham,” or “cosmetic dentist London” to find local clinics. Google Maps listings, business profiles and review scores are critical here. In fact, searches for “NHS dentist” in the UK rose by about 10% over five years, reflecting steady demand for NHS care.
- Comparing services and prices – People use Google to compare treatments or costs, e.g. “Invisalign cost london,” “private dentist fees,” “whitening vs veneers.” Patients will click through practice websites.
- Checking reviews and reputation – Before booking, patients often read reviews. A strong star rating and good testimonials can sway choices. (Google’s market share in UK search is 83%, so ranking well on Google matters.)
- Booking and directions – Queries like “dentist open today near me” or “book NHS dentist [postcode]” rely on Google’s local business info and directories.
These Google searches are typically specific and goal-oriented: patients know what they want (a dentist, a service or price) and use simple keywords. SEO and local marketing still matter: optimising your website, Google Business profile and online listings helps you appear at the top for these searches.
ChatGPT & AI Chatbots: Conversational advice and reassurance
By contrast, interactions with ChatGPT (and similar AI assistants) are conversational and informational. Patients ask questions almost like talking to a dentist:
- Treatment information – Questions such as “What to expect after a root canal?”, “How much pain is normal after a filling?”, or “Does Invisalign hurt?” get direct, narrative answers. ChatGPT provides context and explanations rather than a list of links.
- Comparisons and decisions – Patients might ask “Which is better, veneers or crowns?” or “Should I get my wisdom teeth out?”, receiving detailed pros-and-cons discussions.
- Anxiety and reassurance – Someone with dental phobia could ask, “I’m nervous about the dentist – how can I cope?” ChatGPT can give comforting tips.
- Location and recommendations (to some extent) – In some cases ChatGPT can suggest practices by name if you have a strong online presence. However, unlike Google Maps, AI answers may not be perfectly local, so keeping your local SEO sharp is still crucial.
In short, ChatGPT queries are conversational, long-tail and context-rich. Patients provide more detail in their questions, and get full answers instead of clicking around. Instead of scrolling through results, patients now ask ChatGPT things like “Who’s the best family dentist near me?” or “How much do dental implants cost in my area?” and receive clear, direct recommendations.
What this means for your dental marketing
To stay visible across both Google and AI tools, your marketing strategy needs to work in two ways:
- Keep your Google presence strong:
- Make sure your website includes local and service-based keywords like “emergency dentist [your location]” or “dental implants [your location]”.
- Keep your Google Business profile up to date – ensure practice hours, phone number and online booking links are all correct.
- Ask happy patients for 5★ reviews – especially ones that mention treatments and locations.
- Create helpful, natural content:
- Add clear, friendly pages or blog posts answering common patient questions like: “Does teeth whitening hurt?”, “What is a root canal?”, “How do I overcome fear of the dentist?” etc.
- Write the way real people speak – ChatGPT picks up natural language best.
- This type of content helps you show up on both Google and AI search tools.
- Use structured data:
- Add schema to your website that tells search engines and AI what your site is about – things like your services, reviews, and FAQs.
- This helps tools like ChatGPT understand and recommend your practice more accurately.
- Build trust with reviews:
- Both Google and ChatGPT scan reviews from across the web.
- More recent 5★ reviews equals more trust thus equalling more visibility.
- Encourage patients to mention treatments and locations in their feedback.
- Don’t rely on just one channel:
- People are now asking questions on Tiktok, Instagram and other platforms too.
- Think about creating helpful videos or sharing tips on social media to stay visible across the board.
In summary
The way patients look for dental care is evolving. Google remains important for local, transactional searches, but ChatGPT and AI chat tools are becoming go-to sources for advice and nuanced information. Dentists should adapt by strengthening their online presence across both channels: maintain great local SEO (for Google) and publish helpful, patient-centric content (for AI). As AI develops, we’ll be at the forefront. Want to know how AI can help your practice? Get in touch with our team today!
More posts from our team
Five Star
Reviewed Marketing
"Would definitely recommend to a friend"
"I cannot recommend Dental Design highly enough"
"Really great company to deal with"
"Very professional, efficient & adaptive to new situations"
"I cannot recommend them highly enough"
"Has been invaluable and gone out of her way to help us"
"We love the look of our practice website. Very professional!"
"Dental Design stood out both in their knowledge of the industry and their professionalism"
"The team and package offered at dental design was unrivalled"
"absolutely fantastic and are always on hand to help"
"Dental Design are fantastic to work with"
"always met with a swift and professional response"
