August 1, 2025 • 24 mins
In this episode of the Rocket Chiro Podcast, Jerry dives into the big question: What’s AI going to do to search and SEO? Chiropractors have been hearing about AI more and more, and one longtime listener reached out to ask how this might impact local SEO and Google Maps rankings going forward. Jerry shares his personal insights (not AI-generated) on where things might be headed and what chiropractors should start doing now to stay ahead.
In This Episode:
1. Why this conversation matters now
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AI is rapidly becoming more common in how people search for answers
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Some chiropractors are already using AI tools to replace Google for specific types of searches
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The shift might not be urgent yet, but it’s happening
2. A reminder of what SEO really is
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SEO is about building a trust relationship with Google
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Google is a referral source, not just a search engine
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Stop trying to game the system with gimmicks; focus on trust and authority
3. Four key ways AI might change SEO and search
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New signals: AI may use different trust signals than Google, including more emphasis on social media and reviews across multiple platforms (not just Google)
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Better at spotting fakes: AI will likely be more effective than Google at identifying low-effort, spammy, or fake content and chiropractors
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Prompt-based influence: AI may favor content that’s tied to user prompts and past conversations
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Highly personalized results: AI can tailor answers based on the user’s history, preferences, and behavior, which could make ranking more individualized than ever
4. What chiropractors need to do now
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Create better content: Make sure your online presence answers real questions and builds trust
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Be human and specific: Generic AI content won't rank well; effort and uniqueness will still matter
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Diversify your reputation: Get reviews and mentions across different platforms, not just Google
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Interact meaningfully: Continue engaging with your Google Business Profile and community—human behavior still counts
5. Final thoughts
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Ranking well still requires intentionality, consistency, and real effort
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Specializing in areas like pediatrics, sports injuries, or headaches will require deeper content to back it up
-
The sooner you start building trust and authority, the easier it wil
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Hey guys, welcome to another episode of the Rocket Chiro podcast, the business andmarketing podcast for chiropractors.
My name is Jerry, I'm your host.
I'm a former chiropractor.
I help chiropractors with website and local SEO.
I help new chiropractors get started.
help stuck chiropractors get unstuck and I host this little podcast.
Today we're going to talk about how AI is affecting search and SEO, uh what its impact onGoogle is and
(00:26):
This is going to be me sort of guessing as to how this is all going to play out because AIis becoming more and more popular.
I had a long time listener of the podcast reach out to me and asked me this question.
I thought it would be an interesting episode.
And so I have formulated some thoughts, my own thoughts, not AI thoughts, because I askedAI how AI was going to affect local SEO and SEO in general.
(00:50):
And uh AI did not offer any particular insights that I thought were very useful orhelpful.
So I had to come up with my own.
Imagine that old school.
And, uh, I'm going to share them on this episode of the rocket Chiro podcast.
before I get into that, I do want to say if you want a better chiropractic website, or youwant help with your local SEO and ranking higher in the Google maps, then reach out to me
(01:15):
at rocket Chiro.com.
If you want to get more access to me, you want to go beyond the podcast, get someadditional content access to me.
You can find that in my next step program.
It's a great place for chiropractors who are getting started, or if you're feeling alittle bit stuck and overwhelmed with business and marketing and you want to push in the
right direction, you want us to get your, really good business and marketing foundationunderneath of you.
(01:37):
The next step program is a great place for that.
I would recommend it for any chiropractor that's in those situations.
It's just a, even if you do it for a month,
or two, it is just such a valuable resource that goes beyond the podcast.
So if you like the podcast, but you want some additional help, check out Next Step.
If you want me to take a look at your website and SEO as it currently sits with noobligation whatsoever, you can request a website and SEO review at rocketcaro.com and I'll
(02:05):
be happy to look at your stuff.
I'll record a custom video for you about your website and SEO.
This isn't a canned thing that you get.
I'll send you a lot of content.
going to be super helpful.
If we can work together, great.
If we can't, still going to be really good, valuable information for you.
All right.
So, um, Dr.
Sean reached out to me and asked about AI and he had mentioned, and I don't know if I'dsaid his name already.
(02:30):
tried to re I started recording this podcast already, and then I got on a tangent and Idecided to restart it.
So I may have said his name already, but he reached out to me and
Um, I know that some of my friends have said this to me.
I know this is true for myself as far as, um, using AI more for searches.
uh Sean said he's using AI more for searches that he's noticing that the volume is goingup.
(02:54):
don't know where he's getting his numbers from, but this is just a, a factual thing thatpeople are using, uh, AI for search engine results, similar to what we have traditionally
done Google for.
And so.
The question was like, how is this going to affect, you know, like for instance, if I say,Hey, I'm going to help you with your local SEO.
I'm going to help you with the Google maps.
(03:15):
You're like, well, is that even important?
I mean, is that going to be important in five years?
Is it going to be important in 10 years?
And I think that those are valid questions to ask.
Ultimately, I don't know the answer for sure.
Cause there's no way to actually know things are changing so fast and there's no way ofknowing, um, what this is going to look like.
three years from now or five years from now, that almost seems like an eternity away in AIlife because AI is changing so quickly.
(03:42):
I do have some thoughts and I think the starting point for this is just to remind you guyswhat SEO is because I think if you follow the principle that I have said for a long time
on this podcast about what SEO actually is, I think that you're going to be pretty safegoing forward.
And the way that I explain SEO to people is that what you're trying to do
(04:03):
is you're trying to build a relationship with Google so that Google refers to you.
And that's really all that Google is, is Google is a referral source.
And in the same way that your patients, your friends, people you network with, people thatknow you in the community, like they refer to you.
If they happen to meet someone who's looking for a chiropractor, they'll say, hey, go seeDr.
Sean.
Well, the reason they're comfortable doing that is because either they've had a positiveexperience with you,
(04:30):
maybe they know you, they know you through somebody else.
They've heard good things.
You have a good reputation.
Um, there's all kinds of trust metrics that go into, even experience metrics that go intoa human being referring to another human being.
Now, Google is the same way, but Google doesn't evaluate you the same way that I would thesame way that your patients do, you know, we don't have like, Hey, I got adjusted and I
(04:56):
feel better or, um,
I had a great conversation with them and they seem very trustworthy and they seem veryhonest.
Or I know this person.
I've known them my whole life and I can vouch for them.
That's, that's how humans do it.
Google doesn't do it that way.
Google uses different, um, ranking factors, I guess, if you're going to use the SEO termto determine trust, but that's all it's doing when it's looking at reviews and it's
(05:21):
looking at content on your website and it's looking at
Uh, citations and it's looking at what people are saying around the internet and it'slooking at all of these things.
What it's looking at is saying who is going to be the best possible person to refer towithin this local area because this person is asking for my help.
That's how Google looks at it.
If we're just talking about Google from like, if we treated Google like a person, whensomeone types in chiropractor near me, Google says, okay.
(05:47):
Uh, you know, Mary wants to find a chiropractor near her.
Who do I know?
And who do I trust?
And it's going to look at these ranking factors to determine who it trusts the most.
And it's going to make a referral to Mary hoping that Mary has the best possibleexperience from that referral.
And so the reason that I start there is because if you have that philosophy, when it comesto search engine optimization, then you're doing things that are building trust and
(06:14):
building authority and building a relationship with Google.
Those are very, very safe.
philosophical ways to go about search engine optimization.
When you're looking for gimmicks and you're looking for hacks and you're looking forshortcuts and you're looking for tricks, those are ways to undermine your relationship
(06:34):
with Google because Google's not stupid, not stupid at all.
And the world that exists where it's like, you could just put in certain keywords and thatdoes it.
Like you could just do like keyword stuff and just
do this and do that and it's simple.
Like just do this little hack and, and you can get to the top of Google.
(06:56):
That world doesn't really exist anymore.
And the danger with going down that road of attempting to game the system and trying tofigure out ways to get to the top of Google without building relationship, you're not
going to be trustworthy.
You're not building authority.
You're not going about it the right way so that Google can refer to you safely.
You're going about it, trying to like cut in line.
(07:19):
And when you're doing things like that, I think that you're putting yourself in avulnerable situation with Google.
And that reason I started here is because I also think that as AI develops, you're puttingyourself into a bad situation with AI as well.
Because, and I think this is the thing you have to also understand when you're talkingabout Google and talking about AI is that AI is already a part of Google.
(07:44):
You know, it just is like it's, it's already integrated into it.
Now, how much of it is it?
I understand that there's, there's some uniqueness to Google that is not AI specific, butit's already being integrated into it.
And, and the thing that you have to realize about AI and even Google as it exists now isit's getting very, very good at looking around the internet and looking for
(08:09):
inconsistencies and looking for validation of that.
are a chiropractor worth referring to.
You are someone that they can, the Google can refer to.
and, and, and trust.
And it's getting really, really good at that, which means these gimmicks and these thingsthat you're trying to do for shortcuts, it's, it's harder.
It's harder to hide.
(08:30):
It's harder to be a crappy chiropractor and rank.
Well, it's harder to play games and rank well.
And so AI is not going to make that any easier.
AI is actually probably going to be better at looking around the internet for theseinconsistencies.
picking up like, somebody had a conversation on Reddit about this chiropractor that thatchiropractor don't even know about.
(08:53):
They were mentioned in this Facebook group.
They were mentioned here.
They were mentioned there.
AI is going to get better at that than Google already is.
And Google's already pretty darn good at it.
So let's get into kind of the main point here.
And that is the difference with AI specifically, because I do think that there's a lot ofoverlap when it comes to AI and Google.
And there probably is going to be a lot of overlap.
(09:16):
You know, when I told you guys, went to AI and ask AI, like, how does this change things?
It basically gave me a bunch of descriptions that sound like this is already how Googleoperates.
I didn't see anything in the description that was given to me that made me think that thisis, this is basically like Google and Google plus our Google.
(09:37):
Whatever, like the same idea.
It there's nothing different here, but I do think there are some unique AI things when itcomes to search.
So here we go.
Here's my list.
Four things specifically.
Number one is I do think that AI is probably going to use different signals.
(09:57):
Where, and I looked at something like uh social media for instance, like Google's notheavy on social media.
I could see AI carrying very much that how many followers you have on Instagram, whatpeople are saying on Instagram, what people are saying on social media, what people are
saying on...
on Reddit or something like that where Google may not know that or take that intoconsideration.
(10:19):
Like Google has its criteria that it uses for search evaluation and building trust.
I think that AI is probably going to have a slightly different criteria.
I think there's a lot of overlap, but I think that AI is probably going to include somethings that Google currently doesn't.
Now I have thought for a while now that Google is probably going to uh value social mediamore down the road than it currently does.
(10:42):
But as it sits right now, Google doesn't value social media quite as much.
I think AI probably will.
I think AI will probably force Google to go down that route if I had to guess.
I also think that reviews on other platforms very well could be valued just as much andpossibly even more.
I don't know.
Obviously Google favors Google reviews.
(11:02):
So if you're trying to rank well on Google, focusing on Google reviews makes a heck of alot of sense.
but AI is not going to have that same bias.
it might look at something like healthgrades.com or Yelp or something.
I don't know.
I'm just saying, I'm just telling you a different platform.
It may actually look at that and say, well, this review on this platform is more valuablethan three reviews over here.
(11:27):
That could be the case.
Google is obviously going to favor Google.
AI probably not going to have the same bias.
So I think the overall idea is that there's probably going to be different signals.
And as it goes along, we can start figuring out what those signals are.
And if you want to rank well on AI over AI search, then you're going to have to startmaking sure you're putting those signals out.
(11:50):
It's no different than search engine optimization as it currently is.
the other thing I want say is this.
I don't think that this is urgent.
And the reason I say I don't think this is urgent is just because I'm using AI more andyou might be using AI more and the other piece, some of the other people.
who might be on the forefront of this or using AI more.
That doesn't mean Google is going to go away anytime soon.
(12:11):
uh It's always a mistake to assume that just because you're doing something that everybodyelse is, or just because you're not doing something that nobody else is, or just because
you're doing something that everybody is, those are just not proper assessments as far asevaluating human beings as a whole.
Google is not going anywhere.
Not anytime soon anyway.
So number one thing is I think that AI is going to use different, uh, different signals todetermine trust.
(12:35):
Um, number two is I think that, AI is going to be better than Google is at spotting fakesand posers.
Um, I think that that is probably like marginally better because I think Google isactually pretty good at this.
And I think that as time goes on and Google integrates AI into the, what they're doing, Ithink that if they're going to get even better at it, which sort of brings me to my
(12:56):
original point, which is.
You're supposed to be building trust with Google.
You're not supposed to be gaming the system, but I think AI is probably going to be betterat it than what Google is.
think, and I say long, long-term, think they're going to be better at short-term.
Maybe not because they're going to have to figure out AI is going to be figuring out itsway of building trust.
And there's going to be some trial and error there.
(13:17):
Uh, number three is AI is going to use, it's going to use a content from prompts.
And this is something you can already do.
You can make your prompt searchable and people are doing that.
And so it's possible that somebody's prompts and somebody's information about looking fora chiropractor, finding a chiropractor information about chiropractic that very well could
(13:41):
affect rank.
And I would imagine in the same way that Google prefers Google content, AI is probablygoing to have some sort of its own bias towards its own prompts and information.
That would just be my guess.
The last thing is this, and I think this is probably the biggest thing is I think thatwhere you're going to have an issue with optimizing for generally for everyone, because
(14:07):
the way that Google works is, you you understand the the the factors you understand thethings that people are searching, you understand what are the things that Google looks at
to determine and build trust.
But there's not an individuality to Google that is going to be there, that is going toexist with AI.
When a person types in, and if you don't use AI, then you probably don't realize this yet.
(14:32):
But if I were to type in, I'm looking for a new chiropractor in my area.
AI is not just taking that one statement as it sits by itself.
AI can now look through all the conversations that I've had with it over the last
month, two months, three months, six months, a year.
And AI is going to know so much more about the individual user who's asking that question.
(14:57):
And as a result of that, AI is going to be able to give very specific answers.
AI could know that, Hey, I prefer upper cervical.
So AI is already going to know that I could say, maybe I'm afraid of going to thechiropractor.
So AI might look for a chiropractor that specifically says something about, uh, gentlecare or people that are afraid or something like that.
(15:18):
Um, there's going to be so much more information that AI has when someone is consistentlyusing it for search about the person who's doing the search.
This is what's going to make kind of, uh, optimizing across the board much, much differentand maybe even impossible because each individual person, asks the same question.
(15:41):
It's not going to be about like, Hey, if you happen to be in the East side of town,you're, I'm going to show up.
number two to everybody searching chiropractor near me, which you're going to have is inthe east part of town.
When somebody types in chiropractor near me, you have a hundred different people that typethat in.
They all get a hundred different results because not only the location is taken intoconsideration, but the individual person and the different things, different discussions,
(16:07):
different prompts, different things they've had with AI are taken into that equation.
When AI makes a recommendation, I just see it being a much more specific
personalized result.
And that's something that Google currently does not do.
I don't, I mean, maybe they'll do that in the future.
I don't know, but I could see that being a big difference with AI versus Google.
(16:32):
So what does this actually mean?
And the reason, the reason that I kind of said that last, even though think it's probablythe most interesting thing, the reason is because I wanted to go into a conversation just
real quick about content.
I think that content is going to become more more important with content on your Googlebusiness profile, content on, and I'm just using it as an example, but content on social
(16:56):
media, content on your website, content on, if you're doing a blog content, whatever,anywhere you're writing content or anywhere you can write content.
If AI has the ability to really look around the whole internet and figure out who you areand what you're about, then putting content out there that
gives as much information as possible about who you are and what do you do?
(17:20):
What makes you unique?
What do you help?
What do you don't help?
Who's a good fit?
Who's not a good fit?
What you're doing is you're giving AI more information to make a good choice and make agood decision for the individual people who are asking the question.
And if you're not putting out content, then you're just giving AI less information to gofrom.
(17:41):
So I think the content is going to be more
more important.
And I saw somebody the other day that made the comment as like, well, optimize content'snot going to matter.
I still think we're kind of back to the original, like, what are your core principles?
what if you're optimizing content to answer a specific question?
I don't think it matters whether it's Google or AI.
(18:01):
If the content is being created to answer a question that people are asking, that contentis still valid.
Now, there might be some little things you're doing with, you know,
H one tags or with, with the way you're wording it, or there might be some certain thingswith, with, you know, internal linking or whatever that maybe AI doesn't care about that
(18:22):
stuff at all.
So there might be some Google specific things you're doing with content currently thathave to do with the structure of the content that is invalid for AI.
But I don't think the wording and the content itself is invalid because what is AI goingto use to make decisions?
It's going to make.
content, it's going to make information or it's going to use content to make itsdecisions.
(18:46):
Uh, one of my friends, when I was talking to him about this, we were kind of brainstorminga little bit.
He asked me like, what do I think about AI content as far as like, if all thechiropractors are using AI to create content and then AI is recognizing its own content.
Uh, what I told him is the way I think about it is, uh, canned images.
Uh, there's nothing wrong with using canned images, but there is something, uh, a cannedimage.
(19:09):
is recognized uh with Google as a canned image.
And it doesn't generally ever outrank a custom image or unique image with the samecontent.
You see canned images show up when the other images, there isn't images that are availableto kind of fit that description.
(19:30):
And so I think that there's probably going to be a downgrading of just pure generic AIcontent.
Relative to more custom content and now that could be more custom content within thecontext of AI because you could make your content as you're creating it in AI More
uniquely yours with the help of AI And I know that we are I'm getting into the weeds withsome of this stuff, but I do think that
(20:02):
It's still kind of the same thing.
It's still the same thing.
Like your content's going to matter.
If you're using AI to help you write content, if that content is not valuable, interestingcontent, it's not going to rank well.
If it's not answering the questions that people are asking, it's not going to rank well.
If you're cutting corners and just doing as low grade AI content as you could possibly do.
(20:28):
And there's no uniqueness.
There's no effort.
There's no thought that goes into it.
You're not using it as a tool and you're, you're a craftsman using a tool.
Well, then I don't think that stuff's ever going to rank well in a world where everyone'sdoing it.
So I guess the general idea would be if, if it's super easy to do and everybody is doingit, it probably doesn't really put you ahead because everyone's doing it and it's super
(20:54):
easy.
That's just generally how that stuff works.
So final thoughts, most likely there's going to be a lot of overlap between Google rankand AI rank.
Uh, ranking requires a lot of intentionality, consistency, and just a lot of work.
It's just, it doesn't happen accidentally.
Generally speaking.
(21:15):
I think reviews are still going to matter.
Um, now it might, they might be more valuable on other platforms down the road, butthey're, going to matter.
It's, it's about the human experience, which also brings me to my next point.
I think the interaction is, is still important.
Um, mentions around the internet, people interacting on social.
think that that's going to be more important down the road.
(21:35):
Um, you know, things like backlinks and people interacting with your website.
Um, you know, even Google tracking the Google business profile and how much time peoplespend on it and stuff like that, like human interactions, people asking questions on your
Google business profile, people leaving reviews, like you responding to the review people.
All that stuff matters and interactions are still going to matter down the road.
(21:58):
I think depth of knowledge and subject matter is going to matter more.
um If you want to be the shoulder doctor or the sports doctor in your town, I think thatyou're to have to make more of an effort to create content and put information out there
to clearly distinguish yourself as this is definitely the shoulder expert.
This is definitely the neck doctor.
(22:19):
This is definitely the back doctor.
This is definitely the pediatric chiropractor.
Like I think that we're just going to have to raise the bar with content.
and with how much information you're putting yourself out there and really establishingyourself as an expert.
Because the world of I'm not an expert, I'm brand new, I'm putting no effort into this andI'm going to put a few keywords out there and rank well and try to fool Google.
(22:45):
That just doesn't exist anymore and it's not going to get any easier as time goes on.
Last thought is this.
I think that staying ahead is easier than getting ahead.
I believe this about Google.
uh
I tell my clients when I do local SEO with them, like getting you up near the top is a loteasier than getting you at the top.
(23:05):
The closer you get to number one, the harder it is because you have to outrank people whoare already there.
Like they're there for a reason.
And so I think that's probably going to be true when it comes to like AI search.
I think that it's, this is a new thing.
Chiropractors that are around now have an advantage over chiropractors that are going toget out five years from now and start their practice.
(23:28):
so putting stuff out there, putting content out there, doing things to uh rank well andgetting to the top as quickly as possible uh is going to be really helpful.
And staying there is going to be easier than actually getting there.
So I guess that's my way of saying start now, like do something now.
All right, guys, that's it.
(23:49):
Those are some of my thoughts about how AI is going to change things, how it's a littlebit different than Google.
I might be right.
I might be wrong.
I don't know.
Thank you guys for listening.
Thank you for subscribing.
If you want help with your website and SEO, reach out to me through Rocket Chiro.
If you want to go beyond the podcast, check out my next step program.
If you haven't left a review for the podcast, I'd really appreciate that.
If you know someone who doesn't listen and you could share the podcast with them, thatwould be super cool.
(24:13):
I will talk to you guys in the next episode.
See you.
Hey guys, welcome to another episode of the Rocket Chiro podcast, the business andmarketing podcast for chiropractors.
My name is Jerry, I'm your host.
I'm a former chiropractor.
I help chiropractors with website and local SEO.
I help new chiropractors get started.
help stuck chiropractors get unstuck and I host this little podcast.
Today we're going to talk about how AI is affecting search and SEO, uh what its impact onGoogle is and
(00:26):
This is going to be me sort of guessing as to how this is all going to play out because AIis becoming more and more popular.
I had a long time listener of the podcast reach out to me and asked me this question.
I thought it would be an interesting episode.
And so I have formulated some thoughts, my own thoughts, not AI thoughts, because I askedAI how AI was going to affect local SEO and SEO in general.
(00:50):
And uh AI did not offer any particular insights that I thought were very useful orhelpful.
So I had to come up with my own.
Imagine that old school.
And, uh, I'm going to share them on this episode of the rocket Chiro podcast.
before I get into that, I do want to say if you want a better chiropractic website, or youwant help with your local SEO and ranking higher in the Google maps, then reach out to me
(01:15):
at rocket Chiro.com.
If you want to get more access to me, you want to go beyond the podcast, get someadditional content access to me.
You can find that in my next step program.
It's a great place for chiropractors who are getting started, or if you're feeling alittle bit stuck and overwhelmed with business and marketing and you want to push in the
right direction, you want us to get your, really good business and marketing foundationunderneath of you.
(01:37):
The next step program is a great place for that.
I would recommend it for any chiropractor that's in those situations.
It's just a, even if you do it for a month,
or two, it is just such a valuable resource that goes beyond the podcast.
So if you like the podcast, but you want some additional help, check out Next Step.
If you want me to take a look at your website and SEO as it currently sits with noobligation whatsoever, you can request a website and SEO review at rocketcaro.com and I'll
(02:05):
be happy to look at your stuff.
I'll record a custom video for you about your website and SEO.
This isn't a canned thing that you get.
I'll send you a lot of content.
going to be super helpful.
If we can work together, great.
If we can't, still going to be really good, valuable information for you.
All right.
So, um, Dr.
Sean reached out to me and asked about AI and he had mentioned, and I don't know if I'dsaid his name already.
(02:30):
tried to re I started recording this podcast already, and then I got on a tangent and Idecided to restart it.
So I may have said his name already, but he reached out to me and
Um, I know that some of my friends have said this to me.
I know this is true for myself as far as, um, using AI more for searches.
uh Sean said he's using AI more for searches that he's noticing that the volume is goingup.
(02:54):
don't know where he's getting his numbers from, but this is just a, a factual thing thatpeople are using, uh, AI for search engine results, similar to what we have traditionally
done Google for.
And so.
The question was like, how is this going to affect, you know, like for instance, if I say,Hey, I'm going to help you with your local SEO.
I'm going to help you with the Google maps.
(03:15):
You're like, well, is that even important?
I mean, is that going to be important in five years?
Is it going to be important in 10 years?
And I think that those are valid questions to ask.
Ultimately, I don't know the answer for sure.
Cause there's no way to actually know things are changing so fast and there's no way ofknowing, um, what this is going to look like.
three years from now or five years from now, that almost seems like an eternity away in AIlife because AI is changing so quickly.
(03:42):
I do have some thoughts and I think the starting point for this is just to remind you guyswhat SEO is because I think if you follow the principle that I have said for a long time
on this podcast about what SEO actually is, I think that you're going to be pretty safegoing forward.
And the way that I explain SEO to people is that what you're trying to do
(04:03):
is you're trying to build a relationship with Google so that Google refers to you.
And that's really all that Google is, is Google is a referral source.
And in the same way that your patients, your friends, people you network with, people thatknow you in the community, like they refer to you.
If they happen to meet someone who's looking for a chiropractor, they'll say, hey, go seeDr.
Sean.
Well, the reason they're comfortable doing that is because either they've had a positiveexperience with you,
(04:30):
maybe they know you, they know you through somebody else.
They've heard good things.
You have a good reputation.
Um, there's all kinds of trust metrics that go into, even experience metrics that go intoa human being referring to another human being.
Now, Google is the same way, but Google doesn't evaluate you the same way that I would thesame way that your patients do, you know, we don't have like, Hey, I got adjusted and I
(04:56):
feel better or, um,
I had a great conversation with them and they seem very trustworthy and they seem veryhonest.
Or I know this person.
I've known them my whole life and I can vouch for them.
That's, that's how humans do it.
Google doesn't do it that way.
Google uses different, um, ranking factors, I guess, if you're going to use the SEO termto determine trust, but that's all it's doing when it's looking at reviews and it's
(05:21):
looking at content on your website and it's looking at
Uh, citations and it's looking at what people are saying around the internet and it'slooking at all of these things.
What it's looking at is saying who is going to be the best possible person to refer towithin this local area because this person is asking for my help.
That's how Google looks at it.
If we're just talking about Google from like, if we treated Google like a person, whensomeone types in chiropractor near me, Google says, okay.
(05:47):
Uh, you know, Mary wants to find a chiropractor near her.
Who do I know?
And who do I trust?
And it's going to look at these ranking factors to determine who it trusts the most.
And it's going to make a referral to Mary hoping that Mary has the best possibleexperience from that referral.
And so the reason that I start there is because if you have that philosophy, when it comesto search engine optimization, then you're doing things that are building trust and
(06:14):
building authority and building a relationship with Google.
Those are very, very safe.
philosophical ways to go about search engine optimization.
When you're looking for gimmicks and you're looking for hacks and you're looking forshortcuts and you're looking for tricks, those are ways to undermine your relationship
(06:34):
with Google because Google's not stupid, not stupid at all.
And the world that exists where it's like, you could just put in certain keywords and thatdoes it.
Like you could just do like keyword stuff and just
do this and do that and it's simple.
Like just do this little hack and, and you can get to the top of Google.
(06:56):
That world doesn't really exist anymore.
And the danger with going down that road of attempting to game the system and trying tofigure out ways to get to the top of Google without building relationship, you're not
going to be trustworthy.
You're not building authority.
You're not going about it the right way so that Google can refer to you safely.
You're going about it, trying to like cut in line.
(07:19):
And when you're doing things like that, I think that you're putting yourself in avulnerable situation with Google.
And that reason I started here is because I also think that as AI develops, you're puttingyourself into a bad situation with AI as well.
Because, and I think this is the thing you have to also understand when you're talkingabout Google and talking about AI is that AI is already a part of Google.
(07:44):
You know, it just is like it's, it's already integrated into it.
Now, how much of it is it?
I understand that there's, there's some uniqueness to Google that is not AI specific, butit's already being integrated into it.
And, and the thing that you have to realize about AI and even Google as it exists now isit's getting very, very good at looking around the internet and looking for
(08:09):
inconsistencies and looking for validation of that.
are a chiropractor worth referring to.
You are someone that they can, the Google can refer to.
and, and, and trust.
And it's getting really, really good at that, which means these gimmicks and these thingsthat you're trying to do for shortcuts, it's, it's harder.
It's harder to hide.
(08:30):
It's harder to be a crappy chiropractor and rank.
Well, it's harder to play games and rank well.
And so AI is not going to make that any easier.
AI is actually probably going to be better at looking around the internet for theseinconsistencies.
picking up like, somebody had a conversation on Reddit about this chiropractor that thatchiropractor don't even know about.
(08:53):
They were mentioned in this Facebook group.
They were mentioned here.
They were mentioned there.
AI is going to get better at that than Google already is.
And Google's already pretty darn good at it.
So let's get into kind of the main point here.
And that is the difference with AI specifically, because I do think that there's a lot ofoverlap when it comes to AI and Google.
And there probably is going to be a lot of overlap.
(09:16):
You know, when I told you guys, went to AI and ask AI, like, how does this change things?
It basically gave me a bunch of descriptions that sound like this is already how Googleoperates.
I didn't see anything in the description that was given to me that made me think that thisis, this is basically like Google and Google plus our Google.
(09:37):
Whatever, like the same idea.
It there's nothing different here, but I do think there are some unique AI things when itcomes to search.
So here we go.
Here's my list.
Four things specifically.
Number one is I do think that AI is probably going to use different signals.
(09:57):
Where, and I looked at something like uh social media for instance, like Google's notheavy on social media.
I could see AI carrying very much that how many followers you have on Instagram, whatpeople are saying on Instagram, what people are saying on social media, what people are
saying on...
on Reddit or something like that where Google may not know that or take that intoconsideration.
(10:19):
Like Google has its criteria that it uses for search evaluation and building trust.
I think that AI is probably going to have a slightly different criteria.
I think there's a lot of overlap, but I think that AI is probably going to include somethings that Google currently doesn't.
Now I have thought for a while now that Google is probably going to uh value social mediamore down the road than it currently does.
(10:42):
But as it sits right now, Google doesn't value social media quite as much.
I think AI probably will.
I think AI will probably force Google to go down that route if I had to guess.
I also think that reviews on other platforms very well could be valued just as much andpossibly even more.
I don't know.
Obviously Google favors Google reviews.
(11:02):
So if you're trying to rank well on Google, focusing on Google reviews makes a heck of alot of sense.
but AI is not going to have that same bias.
it might look at something like healthgrades.com or Yelp or something.
I don't know.
I'm just saying, I'm just telling you a different platform.
It may actually look at that and say, well, this review on this platform is more valuablethan three reviews over here.
(11:27):
That could be the case.
Google is obviously going to favor Google.
AI probably not going to have the same bias.
So I think the overall idea is that there's probably going to be different signals.
And as it goes along, we can start figuring out what those signals are.
And if you want to rank well on AI over AI search, then you're going to have to startmaking sure you're putting those signals out.
(11:50):
It's no different than search engine optimization as it currently is.
the other thing I want say is this.
I don't think that this is urgent.
And the reason I say I don't think this is urgent is just because I'm using AI more andyou might be using AI more and the other piece, some of the other people.
who might be on the forefront of this or using AI more.
That doesn't mean Google is going to go away anytime soon.
(12:11):
uh It's always a mistake to assume that just because you're doing something that everybodyelse is, or just because you're not doing something that nobody else is, or just because
you're doing something that everybody is, those are just not proper assessments as far asevaluating human beings as a whole.
Google is not going anywhere.
Not anytime soon anyway.
So number one thing is I think that AI is going to use different, uh, different signals todetermine trust.
(12:35):
Um, number two is I think that, AI is going to be better than Google is at spotting fakesand posers.
Um, I think that that is probably like marginally better because I think Google isactually pretty good at this.
And I think that as time goes on and Google integrates AI into the, what they're doing, Ithink that if they're going to get even better at it, which sort of brings me to my
(12:56):
original point, which is.
You're supposed to be building trust with Google.
You're not supposed to be gaming the system, but I think AI is probably going to be betterat it than what Google is.
think, and I say long, long-term, think they're going to be better at short-term.
Maybe not because they're going to have to figure out AI is going to be figuring out itsway of building trust.
And there's going to be some trial and error there.
(13:17):
Uh, number three is AI is going to use, it's going to use a content from prompts.
And this is something you can already do.
You can make your prompt searchable and people are doing that.
And so it's possible that somebody's prompts and somebody's information about looking fora chiropractor, finding a chiropractor information about chiropractic that very well could
(13:41):
affect rank.
And I would imagine in the same way that Google prefers Google content, AI is probablygoing to have some sort of its own bias towards its own prompts and information.
That would just be my guess.
The last thing is this, and I think this is probably the biggest thing is I think thatwhere you're going to have an issue with optimizing for generally for everyone, because
(14:07):
the way that Google works is, you you understand the the the factors you understand thethings that people are searching, you understand what are the things that Google looks at
to determine and build trust.
But there's not an individuality to Google that is going to be there, that is going toexist with AI.
When a person types in, and if you don't use AI, then you probably don't realize this yet.
(14:32):
But if I were to type in, I'm looking for a new chiropractor in my area.
AI is not just taking that one statement as it sits by itself.
AI can now look through all the conversations that I've had with it over the last
month, two months, three months, six months, a year.
And AI is going to know so much more about the individual user who's asking that question.
(14:57):
And as a result of that, AI is going to be able to give very specific answers.
AI could know that, Hey, I prefer upper cervical.
So AI is already going to know that I could say, maybe I'm afraid of going to thechiropractor.
So AI might look for a chiropractor that specifically says something about, uh, gentlecare or people that are afraid or something like that.
(15:18):
Um, there's going to be so much more information that AI has when someone is consistentlyusing it for search about the person who's doing the search.
This is what's going to make kind of, uh, optimizing across the board much, much differentand maybe even impossible because each individual person, asks the same question.
(15:41):
It's not going to be about like, Hey, if you happen to be in the East side of town,you're, I'm going to show up.
number two to everybody searching chiropractor near me, which you're going to have is inthe east part of town.
When somebody types in chiropractor near me, you have a hundred different people that typethat in.
They all get a hundred different results because not only the location is taken intoconsideration, but the individual person and the different things, different discussions,
(16:07):
different prompts, different things they've had with AI are taken into that equation.
When AI makes a recommendation, I just see it being a much more specific
personalized result.
And that's something that Google currently does not do.
I don't, I mean, maybe they'll do that in the future.
I don't know, but I could see that being a big difference with AI versus Google.
(16:32):
So what does this actually mean?
And the reason, the reason that I kind of said that last, even though think it's probablythe most interesting thing, the reason is because I wanted to go into a conversation just
real quick about content.
I think that content is going to become more more important with content on your Googlebusiness profile, content on, and I'm just using it as an example, but content on social
(16:56):
media, content on your website, content on, if you're doing a blog content, whatever,anywhere you're writing content or anywhere you can write content.
If AI has the ability to really look around the whole internet and figure out who you areand what you're about, then putting content out there that
gives as much information as possible about who you are and what do you do?
(17:20):
What makes you unique?
What do you help?
What do you don't help?
Who's a good fit?
Who's not a good fit?
What you're doing is you're giving AI more information to make a good choice and make agood decision for the individual people who are asking the question.
And if you're not putting out content, then you're just giving AI less information to gofrom.
(17:41):
So I think the content is going to be more
more important.
And I saw somebody the other day that made the comment as like, well, optimize content'snot going to matter.
I still think we're kind of back to the original, like, what are your core principles?
what if you're optimizing content to answer a specific question?
I don't think it matters whether it's Google or AI.
(18:01):
If the content is being created to answer a question that people are asking, that contentis still valid.
Now, there might be some little things you're doing with, you know,
H one tags or with, with the way you're wording it, or there might be some certain thingswith, with, you know, internal linking or whatever that maybe AI doesn't care about that
(18:22):
stuff at all.
So there might be some Google specific things you're doing with content currently thathave to do with the structure of the content that is invalid for AI.
But I don't think the wording and the content itself is invalid because what is AI goingto use to make decisions?
It's going to make.
content, it's going to make information or it's going to use content to make itsdecisions.
(18:46):
Uh, one of my friends, when I was talking to him about this, we were kind of brainstorminga little bit.
He asked me like, what do I think about AI content as far as like, if all thechiropractors are using AI to create content and then AI is recognizing its own content.
Uh, what I told him is the way I think about it is, uh, canned images.
Uh, there's nothing wrong with using canned images, but there is something, uh, a cannedimage.
(19:09):
is recognized uh with Google as a canned image.
And it doesn't generally ever outrank a custom image or unique image with the samecontent.
You see canned images show up when the other images, there isn't images that are availableto kind of fit that description.
(19:30):
And so I think that there's probably going to be a downgrading of just pure generic AIcontent.
Relative to more custom content and now that could be more custom content within thecontext of AI because you could make your content as you're creating it in AI More
uniquely yours with the help of AI And I know that we are I'm getting into the weeds withsome of this stuff, but I do think that
(20:02):
It's still kind of the same thing.
It's still the same thing.
Like your content's going to matter.
If you're using AI to help you write content, if that content is not valuable, interestingcontent, it's not going to rank well.
If it's not answering the questions that people are asking, it's not going to rank well.
If you're cutting corners and just doing as low grade AI content as you could possibly do.
(20:28):
And there's no uniqueness.
There's no effort.
There's no thought that goes into it.
You're not using it as a tool and you're, you're a craftsman using a tool.
Well, then I don't think that stuff's ever going to rank well in a world where everyone'sdoing it.
So I guess the general idea would be if, if it's super easy to do and everybody is doingit, it probably doesn't really put you ahead because everyone's doing it and it's super
(20:54):
easy.
That's just generally how that stuff works.
So final thoughts, most likely there's going to be a lot of overlap between Google rankand AI rank.
Uh, ranking requires a lot of intentionality, consistency, and just a lot of work.
It's just, it doesn't happen accidentally.
Generally speaking.
(21:15):
I think reviews are still going to matter.
Um, now it might, they might be more valuable on other platforms down the road, butthey're, going to matter.
It's, it's about the human experience, which also brings me to my next point.
I think the interaction is, is still important.
Um, mentions around the internet, people interacting on social.
think that that's going to be more important down the road.
(21:35):
Um, you know, things like backlinks and people interacting with your website.
Um, you know, even Google tracking the Google business profile and how much time peoplespend on it and stuff like that, like human interactions, people asking questions on your
Google business profile, people leaving reviews, like you responding to the review people.
All that stuff matters and interactions are still going to matter down the road.
(21:58):
I think depth of knowledge and subject matter is going to matter more.
um If you want to be the shoulder doctor or the sports doctor in your town, I think thatyou're to have to make more of an effort to create content and put information out there
to clearly distinguish yourself as this is definitely the shoulder expert.
This is definitely the neck doctor.
(22:19):
This is definitely the back doctor.
This is definitely the pediatric chiropractor.
Like I think that we're just going to have to raise the bar with content.
and with how much information you're putting yourself out there and really establishingyourself as an expert.
Because the world of I'm not an expert, I'm brand new, I'm putting no effort into this andI'm going to put a few keywords out there and rank well and try to fool Google.
(22:45):
That just doesn't exist anymore and it's not going to get any easier as time goes on.
Last thought is this.
I think that staying ahead is easier than getting ahead.
I believe this about Google.
uh
I tell my clients when I do local SEO with them, like getting you up near the top is a loteasier than getting you at the top.
(23:05):
The closer you get to number one, the harder it is because you have to outrank people whoare already there.
Like they're there for a reason.
And so I think that's probably going to be true when it comes to like AI search.
I think that it's, this is a new thing.
Chiropractors that are around now have an advantage over chiropractors that are going toget out five years from now and start their practice.
(23:28):
so putting stuff out there, putting content out there, doing things to uh rank well andgetting to the top as quickly as possible uh is going to be really helpful.
And staying there is going to be easier than actually getting there.
So I guess that's my way of saying start now, like do something now.
All right, guys, that's it.
(23:49):
Those are some of my thoughts about how AI is going to change things, how it's a littlebit different than Google.
I might be right.
I might be wrong.
I don't know.
Thank you guys for listening.
Thank you for subscribing.
If you want help with your website and SEO, reach out to me through Rocket Chiro.
If you want to go beyond the podcast, check out my next step program.
If you haven't left a review for the podcast, I'd really appreciate that.
If you know someone who doesn't listen and you could share the podcast with them, thatwould be super cool.
(24:13):
I will talk to you guys in the next episode.
See you.
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