Jostein (Joe) Unhammer
Your healthcare website ranks on page one. Organic traffic looks solid. Click-through rates meet industry benchmarks. But something’s changing. Patients are finding information without clicking through to your site, and your traditional metrics can’t explain what’s happening.
Patients are changing how they search for health information. Instead of typing keywords into Google, they’re asking AI tools like ChatGPT, Perplexity, and Google’s AI Overviews for direct answers. This shift means healthcare organizations need to rethink their content strategy.
SEO is dead, they proclaim, as they try to sell their services. GEO is replacing SEO the same way 8K is replacing 4K. The branding is changing; your eyes won’t be able to tell the difference. Every few years, someone declares SEO dead. This time, the alleged culprit is AI and something called Generative Engine Optimization (GEO). With headlines proclaiming the death of SEO and the rise of GEO, people are panicking about their optimization strategy. People need to chill.
Understanding user intent has become the cornerstone of successful SEO strategies in 2025. When someone types a query into Google, they have a specific goal in mind. User intent, also known as search intent or keyword intent, refers to the underlying purpose or motivation behind a user’s search query. It’s the “why” that drives someone to search for particular information, products, or services online.
Answer engine optimization (AEO) has become the cornerstone of modern digital marketing success. As search engines evolve beyond traditional keyword matching to provide direct answers to user queries, businesses must adapt their strategies to remain competitive in 2025 and beyond.