Struggling with AI-generated content for your healthcare practice? You're not alone. Google isn't against AI content—it's against lazy implementation that lacks the human touch patients need when making healthcare decisions.
This episode tackles the critical balance between leveraging AI's efficiency and maintaining the authenticity your patients demand. We dive deep into the three specific red flags that trigger Google penalties.
The heart of this discussion is our practical HUMAN framework—a five-step process transforming robotic drafts into content that resonates with both search engines and patients. We walk through each step with real examples.
🎉Episode Website & Shownotes (includes HUMAN framework) - https://propelyourcompany.com/generic-ai-copy-tanking-your-clinics-rankings/
Ready to fix your existing AI content without starting from scratch?
We provide actionable steps you can implement immediately, taking just 10-15 minutes per post.
🎉Episode Website & Shownotes (includes HUMAN framework) - https://propelyourcompany.com/generic-ai-copy-tanking-your-clinics-rankings/
Send in your questions. ❤ We'd love to hear from you!
🎉 Live Webinar: How AI Is Redefining Search for Clinics — and What You Must Do Next
🎥 Watch the free SEO webinar – Rank higher on Google without ad spend
Let's Stay Connected:
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hey there, it's Darcy Sullivan from Propel Marketing
and Design and you're listeningto the Clinic Marketing Podcast
with bite-sized strategies togrow your clinic's visibility
online and book more newpatients.
Today we're tackling a hottopic AI-generated content.
Generative tools are incredibletime-savers, but if you copy
(00:25):
and paste drafts straight toyour website, you can actually
hurt your rankings and trust.
In this short episode, you'lllearn why Google flags
low-quality AI content, whypatients can sense the
roboticness of the writing andwill bounce away from your
(00:46):
website, leaving your website assoon as they get there, and
five steps you can take tohumanize AI drafts you already
have without burning throughhours and hours of time.
So grab a cup of coffee,protein shake or a glass of wine
(01:06):
and let's dive in.
Officially, there's nothing inGoogle's guidelines that bans AI
outright.
What Google hates is scaled,unoriginal or unhelpful content.
Here are three red flags thatGoogle will perceive if you use
(01:31):
AI in the wrong way Lack ofE-E-A-T that's, experience,
expertise, authority and trust.
If your article or webpagereads like a Wikipedia matchup,
with no first-hand perspective,google downgrades it.
(01:54):
Health topics are especiallysensitive because of the effects
of well-being on people.
That's red flag one.
Red flag two is duplicatelanguage and patterns.
I don't know how much you'veplayed around with AI tools like
(02:15):
ChatGPT, but you'll often sensethis fingerprint type spammish
repetitiveness.
We see this all the time.
Let's say, a chiropractor goesto an AI tool and asks it just
flat out to write a blog postabout how chiropractic care can
(02:36):
help with neck pain, and itspits out something very vague
and generic.
And then they ask very vagueand generic.
And then they ask how canchiropractic care help with back
pain?
And all it does is take theneck pain word out and sub it in
for back pain and it's verysimilar, very generic and very
(02:58):
repetitive, without any valueadd at all.
And that's a major red flag youadd at all, and that's a major
red flag.
Red flag three scaled contentabuse.
This is when people go in andthey publish like a hundred
nearly identical posts likechiropractic care in city A,
(03:19):
chiropractic care in city B,chiropractic care in City C.
It triggers the latest spampolicy and you really want to
avoid that.
I really hope nobody listeninghas tried that.
If so, please, please, please,do not do that.
Here's a big takeaway from thisAI itself is not the problem.
(03:44):
Lazy implementation of AI isthe problem, and it's not just
Google that hates this lazy AIcontent.
It's your potential patients aswell.
People can spot this robot textwithin seconds.
The three normal turnoffs areit doesn't showcase any empathy,
(04:09):
the content is just so blandand generic and there are subtle
inaccuracies.
These all leave prospectivepatients abandoning your website
and going to your competition.
That is not what you want.
(04:29):
So I'm not saying ditch AI, butin fact, I am about to give you
the five-step framework fortaking any of the AI garbage
that you've already put on yourwebsite and cleaning it up.
I hope you're ready for this.
So this is the five-step humanchecklist that you can go
(04:54):
through with the content you'vealready created, that you have
that you used AI for, and it'shuman.
Because we're going to gothrough the letters H-U-M-A-N.
We're going to start with H, soH.
The action is hone the brief.
What does this mean?
Feed?
(05:15):
The tool specifics yourtargeted keyword, your patient
persona, your clinic's voice,your preferred length, your
clinic's voice, your preferredlength.
You Use your experience.
Again, AI can be very bland.
You need to insert first-handcase examples, landmarks or
(05:39):
seasonal issues when appropriate.
A Audit for accuracy and voice.
(06:03):
Fact.
Check the stats.
Remove any medical jargon thatjust makes it sound like a
medical report.
You want to make sure that youput yourself in the head of your
reader and that you read it outloud and it speaks the way that
you consult N nurture trustsignals.
(06:27):
You can do this by adding anauthor bio credentials, citing
your sources, updating yourcontent and including an
invitation to book.
So, again, that is human,h-u-m-a-n.
And spending 10 to 15 minutesgoing through some of your old
(06:48):
posts whether they werededicated or driven by AI or you
just have some stale old poststhis is a great way to give them
new life.
Now we're going to walk througha demo, but I do want to mention
that you can visit the episodewebpage where you can look at
(07:09):
this in detail in case youforget what was human again.
But let's walk through a quickdemo.
And again, I do not suggestthat you rely solely on AI.
Suggest that you rely solely onAI Full stop.
(07:30):
Do not just use AI.
But if you are going to usethis tool, we want to make sure
that you humanize it.
So let's go through an example.
A bad example would be to go toAI or an AI tool and say write
an 800-word blog post about thebenefits of cupping therapy.
It's going to spit you outsomething raw and not related to
(07:51):
your business and it's going totalk about cupping therapy
improves circulation.
In conclusion, cupping therapyis beneficial, blah, blah, blah.
Therapy is beneficial, blah,blah, blah.
Okay, now let's humanize it,taking that human H-U-M-A-N
(08:12):
framework and tweak it.
You can tweak the prompt andtell AI focus on athletes with
shoulder pain, mention we're inAustin, texas, write it in an
encouraging tone.
Four, three subheaders, andmaybe you give it some
additional key bullet pointsthat you want to include and you
want to give it as muchinformation as possible.
(08:33):
So that's h home.
Now I do want to mention thatwe have an episode on the proper
way to form a blog post.
It's the anatomy of a blog post, and we'll include it in the
show notes One of my favoriteepisodes, I have to say, because
(08:54):
I noticed that a lot ofAI-produced content doesn't flow
the way that you wouldnecessarily want a post to flow
from an SEO standpoint.
So you should probably listento that episode too and give it
some directive on the flow thatyou want for a specific blog
(09:16):
post, and that's another reasonthat we like using blog post
templates.
There was a blog post templateepisode we did too.
I'll include that in the shownotes.
That's a good one, but let'skeep going.
So we did H, which was hone U,which is use your expertise.
Then in this, you would want toadd real notes.
Like our sports chiropracticcare office sees five to 10
(09:40):
CrossFit athletes weekly forcupping Something that brings it
to make it sound like it's notjust AI driven, that it actually
relates to you M.
Make it local that there is aspecific event that people come
(10:04):
in before they're prepping for a.
I don't know, maybe it's atriathlon that's specific to
your area.
Make it local A audit,absolutely, absolutely,
absolutely audit and maybe auditit a couple times.
You can go back and forth withAI more than once.
(10:27):
I suggest you never accept thefirst version that AI supplies
you.
So for A, you're going to audit.
Replace stupid stuff like inconclusion, and instead this is
one thing that we mention whenwe talk about the way to tie up
and wrap up an email blast is tohave a friendly CTA call to
(10:52):
action at the end.
But you want to read through it.
You want to make any edits thatmake it feel more like your
voice and really read through it.
Give AI feedback.
Never take what it just spitsout at you and then N nurture.
You can add the bio of theperson that wrote it.
(11:13):
If somebody assisted in writingit, you can add references or
articles that are mentioned init and again you can use that
book.
Now the final post shouldreally feel personal and
accurate and specific to you inyour area.
There are additional quick fixesyou can do too.
(11:33):
Always run it through a grammarchecker.
We love Grammarly and I'llinclude that link in the show
notes as well.
It's a free tool and it'samazing.
It'll help you clean up thewording and it's good to use a
second source.
So if you're using one AIsource, then you can use
(11:56):
something else.
You can also rerun it throughAI.
Let's say that you've gonethrough the whole human
five-step process.
You've edited it directly.
Then you can say to the AI toolthat you're using paste it back
in and say clean this up andcheck it for any grammatical
errors.
You can layer in FAQs when itmakes sense.
(12:17):
Google loves structuredquestions and answers and
patients love them as well, soyou can add those in again when
it makes sense.
Don't just do it because I saidthat it's a good thing to do If
it makes sense with that pieceof content.
Consider doing it.
Consider using photos that areauthentic to your brand Maybe
(12:42):
they're shots from around yourclinic versus just a generic
stock photo.
And if you are using stockphotos we've talked about this
many times before make sure thatyou have the permission to use
that stock photo.
Make sure that it's not theexact same stock photo that you
see everywhere.
(13:02):
Try to come up with somethingthat's a little bit different.
You want to use internal links,so let's just say you're talking
, we'll go back to that cuppingexample.
You would want to link to yourservice page about cupping,
because you're talking aboutcupping, now it doesn't stop
there.
You also then want to trackyour results, to see if you are
(13:25):
on track and if these changesthat you've made to your AI
content is improving it.
And how do we do that?
Well, we want to go through andmake sure that you have Google
Analytics set up on your websiteand you can see what happens.
Are you seeing improvement fromthat blog post that you had
written solely from AI?
(13:46):
Now that you've gone throughthe process and cleaned it up,
what is happening after 30 days?
Are you getting more calls,more bookings, more clicks?
Do people seem to be interestedin the content and if numbers
improve, then you're human andit's worked.
(14:09):
So here are some action stepsyou can take this week.
One identify the content thatwas just slapped on your website
using AI tools.
Run each of these thingsthrough that human checklist.
Republish, if it's a blog postwith a new date, the updated
date, and share one of theupdated articles in your Google
(14:33):
business profile right underyour Google post.
Also, share it on social media.
See if it gets more tractionand set a calendar reminder to
review the metrics in about amonth.
See what's happening.
See if your traffic hasimproved to that specific page
or post because of these humanimprovements you've made.
(14:57):
Ai can be your fastest writingassistant, but it doesn't mean
it's your best.
You have to check forcredibility.
Use it wisely, polish, with thehuman framework we talked about
, and both Google and yourpatients will reward you.
In the episode webpage and shownotes, you'll find a copy of
(15:19):
that human framework we talkedabout, along with tons of other
resources.
Thanks for joining me on thisepisode of the Clinic Marketing
Podcast.
If this episode cleared up someAI confusion for you, please do
share it with a colleague ordrop us a line, don't forget to
subscribe to the podcast Untilnext time.
(15:41):
Keep tracking your actions andI'll talk to you soon.
Hey there, it's Darcy Sullivan from Propel Marketing
and Design and you're listeningto the Clinic Marketing Podcast
with bite-sized strategies togrow your clinic's visibility
online and book more newpatients.
Today we're tackling a hottopic AI-generated content.
Generative tools are incredibletime-savers, but if you copy
(00:25):
and paste drafts straight toyour website, you can actually
hurt your rankings and trust.
In this short episode, you'lllearn why Google flags
low-quality AI content, whypatients can sense the
roboticness of the writing andwill bounce away from your
(00:46):
website, leaving your website assoon as they get there, and
five steps you can take tohumanize AI drafts you already
have without burning throughhours and hours of time.
So grab a cup of coffee,protein shake or a glass of wine
(01:06):
and let's dive in.
Officially, there's nothing inGoogle's guidelines that bans AI
outright.
What Google hates is scaled,unoriginal or unhelpful content.
Here are three red flags thatGoogle will perceive if you use
(01:31):
AI in the wrong way Lack ofE-E-A-T that's, experience,
expertise, authority and trust.
If your article or webpagereads like a Wikipedia matchup,
with no first-hand perspective,google downgrades it.
(01:54):
Health topics are especiallysensitive because of the effects
of well-being on people.
That's red flag one.
Red flag two is duplicatelanguage and patterns.
I don't know how much you'veplayed around with AI tools like
(02:15):
ChatGPT, but you'll often sensethis fingerprint type spammish
repetitiveness.
We see this all the time.
Let's say, a chiropractor goesto an AI tool and asks it just
flat out to write a blog postabout how chiropractic care can
(02:36):
help with neck pain, and itspits out something very vague
and generic.
And then they ask very vagueand generic.
And then they ask how canchiropractic care help with back
pain?
And all it does is take theneck pain word out and sub it in
for back pain and it's verysimilar, very generic and very
(02:58):
repetitive, without any valueadd at all.
And that's a major red flag youadd at all, and that's a major
red flag.
Red flag three scaled contentabuse.
This is when people go in andthey publish like a hundred
nearly identical posts likechiropractic care in city A,
(03:19):
chiropractic care in city B,chiropractic care in City C.
It triggers the latest spampolicy and you really want to
avoid that.
I really hope nobody listeninghas tried that.
If so, please, please, please,do not do that.
Here's a big takeaway from thisAI itself is not the problem.
(03:44):
Lazy implementation of AI isthe problem, and it's not just
Google that hates this lazy AIcontent.
It's your potential patients aswell.
People can spot this robot textwithin seconds.
The three normal turnoffs areit doesn't showcase any empathy,
(04:09):
the content is just so blandand generic and there are subtle
inaccuracies.
These all leave prospectivepatients abandoning your website
and going to your competition.
That is not what you want.
(04:29):
So I'm not saying ditch AI, butin fact, I am about to give you
the five-step framework fortaking any of the AI garbage
that you've already put on yourwebsite and cleaning it up.
I hope you're ready for this.
So this is the five-step humanchecklist that you can go
(04:54):
through with the content you'vealready created, that you have
that you used AI for, and it'shuman.
Because we're going to gothrough the letters H-U-M-A-N.
We're going to start with H, soH.
The action is hone the brief.
What does this mean?
Feed?
(05:15):
The tool specifics yourtargeted keyword, your patient
persona, your clinic's voice,your preferred length, your
clinic's voice, your preferredlength.
You Use your experience.
Again, AI can be very bland.
You need to insert first-handcase examples, landmarks or
(05:39):
seasonal issues when appropriate.
A Audit for accuracy and voice.
(06:03):
Fact.
Check the stats.
Remove any medical jargon thatjust makes it sound like a
medical report.
You want to make sure that youput yourself in the head of your
reader and that you read it outloud and it speaks the way that
you consult N nurture trustsignals.
(06:27):
You can do this by adding anauthor bio credentials, citing
your sources, updating yourcontent and including an
invitation to book.
So, again, that is human,h-u-m-a-n.
And spending 10 to 15 minutesgoing through some of your old
(06:48):
posts whether they werededicated or driven by AI or you
just have some stale old poststhis is a great way to give them
new life.
Now we're going to walk througha demo, but I do want to mention
that you can visit the episodewebpage where you can look at
(07:09):
this in detail in case youforget what was human again.
But let's walk through a quickdemo.
And again, I do not suggestthat you rely solely on AI.
Suggest that you rely solely onAI Full stop.
(07:30):
Do not just use AI.
But if you are going to usethis tool, we want to make sure
that you humanize it.
So let's go through an example.
A bad example would be to go toAI or an AI tool and say write
an 800-word blog post about thebenefits of cupping therapy.
It's going to spit you outsomething raw and not related to
(07:51):
your business and it's going totalk about cupping therapy
improves circulation.
In conclusion, cupping therapyis beneficial, blah, blah, blah.
Therapy is beneficial, blah,blah, blah.
Okay, now let's humanize it,taking that human H-U-M-A-N
(08:12):
framework and tweak it.
You can tweak the prompt andtell AI focus on athletes with
shoulder pain, mention we're inAustin, texas, write it in an
encouraging tone.
Four, three subheaders, andmaybe you give it some
additional key bullet pointsthat you want to include and you
want to give it as muchinformation as possible.
(08:33):
So that's h home.
Now I do want to mention thatwe have an episode on the proper
way to form a blog post.
It's the anatomy of a blog post, and we'll include it in the
show notes One of my favoriteepisodes, I have to say, because
(08:54):
I noticed that a lot ofAI-produced content doesn't flow
the way that you wouldnecessarily want a post to flow
from an SEO standpoint.
So you should probably listento that episode too and give it
some directive on the flow thatyou want for a specific blog
(09:16):
post, and that's another reasonthat we like using blog post
templates.
There was a blog post templateepisode we did too.
I'll include that in the shownotes.
That's a good one, but let'skeep going.
So we did H, which was hone U,which is use your expertise.
Then in this, you would want toadd real notes.
Like our sports chiropracticcare office sees five to 10
(09:40):
CrossFit athletes weekly forcupping Something that brings it
to make it sound like it's notjust AI driven, that it actually
relates to you M.
Make it local that there is aspecific event that people come
(10:04):
in before they're prepping for a.
I don't know, maybe it's atriathlon that's specific to
your area.
Make it local A audit,absolutely, absolutely,
absolutely audit and maybe auditit a couple times.
You can go back and forth withAI more than once.
(10:27):
I suggest you never accept thefirst version that AI supplies
you.
So for A, you're going to audit.
Replace stupid stuff like inconclusion, and instead this is
one thing that we mention whenwe talk about the way to tie up
and wrap up an email blast is tohave a friendly CTA call to
(10:52):
action at the end.
But you want to read through it.
You want to make any edits thatmake it feel more like your
voice and really read through it.
Give AI feedback.
Never take what it just spitsout at you and then N nurture.
You can add the bio of theperson that wrote it.
(11:13):
If somebody assisted in writingit, you can add references or
articles that are mentioned init and again you can use that
book.
Now the final post shouldreally feel personal and
accurate and specific to you inyour area.
There are additional quick fixesyou can do too.
(11:33):
Always run it through a grammarchecker.
We love Grammarly and I'llinclude that link in the show
notes as well.
It's a free tool and it'samazing.
It'll help you clean up thewording and it's good to use a
second source.
So if you're using one AIsource, then you can use
(11:56):
something else.
You can also rerun it throughAI.
Let's say that you've gonethrough the whole human
five-step process.
You've edited it directly.
Then you can say to the AI toolthat you're using paste it back
in and say clean this up andcheck it for any grammatical
errors.
You can layer in FAQs when itmakes sense.
(12:17):
Google loves structuredquestions and answers and
patients love them as well, soyou can add those in again when
it makes sense.
Don't just do it because I saidthat it's a good thing to do If
it makes sense with that pieceof content.
Consider doing it.
Consider using photos that areauthentic to your brand Maybe
(12:42):
they're shots from around yourclinic versus just a generic
stock photo.
And if you are using stockphotos we've talked about this
many times before make sure thatyou have the permission to use
that stock photo.
Make sure that it's not theexact same stock photo that you
see everywhere.
(13:02):
Try to come up with somethingthat's a little bit different.
You want to use internal links,so let's just say you're talking
, we'll go back to that cuppingexample.
You would want to link to yourservice page about cupping,
because you're talking aboutcupping, now it doesn't stop
there.
You also then want to trackyour results, to see if you are
(13:25):
on track and if these changesthat you've made to your AI
content is improving it.
And how do we do that?
Well, we want to go through andmake sure that you have Google
Analytics set up on your websiteand you can see what happens.
Are you seeing improvement fromthat blog post that you had
written solely from AI?
(13:46):
Now that you've gone throughthe process and cleaned it up,
what is happening after 30 days?
Are you getting more calls,more bookings, more clicks?
Do people seem to be interestedin the content and if numbers
improve, then you're human andit's worked.
(14:09):
So here are some action stepsyou can take this week.
One identify the content thatwas just slapped on your website
using AI tools.
Run each of these thingsthrough that human checklist.
Republish, if it's a blog postwith a new date, the updated
date, and share one of theupdated articles in your Google
(14:33):
business profile right underyour Google post.
Also, share it on social media.
See if it gets more tractionand set a calendar reminder to
review the metrics in about amonth.
See what's happening.
See if your traffic hasimproved to that specific page
or post because of these humanimprovements you've made.
(14:57):
Ai can be your fastest writingassistant, but it doesn't mean
it's your best.
You have to check forcredibility.
Use it wisely, polish, with thehuman framework we talked about
, and both Google and yourpatients will reward you.
In the episode webpage and shownotes, you'll find a copy of
(15:19):
that human framework we talkedabout, along with tons of other
resources.
Thanks for joining me on thisepisode of the Clinic Marketing
Podcast.
If this episode cleared up someAI confusion for you, please do
share it with a colleague ordrop us a line, don't forget to
subscribe to the podcast Untilnext time.
(15:41):
Keep tracking your actions andI'll talk to you soon.
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