The search landscape is changing—fast—and that’s because the way that people use the internet is evolving. My 17-year-old son said last night, “I can’t remember the last time I actually clicked into a website.” He’s all about trusting what the generative summary at the top of Google search is serving up and pretty much takes it as gospel. Scary.

Not all users have adopted this user behavior. Our websites and ProView Analytics metrics are there to prove it. But with Google’s AI Overviews, AI platforms like ChatGPT, and other generative engines providing instant answers, many dental practices are left wondering if traditional SEO is still worth investing in.

The short answer? Yes. But it’s evolving at turbo speeds we’ve never seen.

Welcome to the era of Generative Engine Optimization (GEO)—and if you’re working with a marketing team like Pro Impressions, you’re likely already ahead of the curve.

What Is Generative Engine Optimization (GEO)?

GEO is the natural next step in the evolution of SEO. It’s about increasing your practice’s visibility in AI-generated answers, not just traditional search rankings. When patients turn to platforms like ChatGPT and Google’s Search Generative Experience (SGE) for dental advice, your practice needs to be part of those answers.

While the acronym GEO is still gaining traction in the search community, the reality is that the strategies behind it aren’t brand new. They’re rooted in the same foundational principles of content quality, brand authority, and technical optimization—but with a sharper focus on how AI systems gather, understand, and present information.

Is SEO Over?

Not at all. In fact, practices that have invested in SEO for years are now reaping the rewards in this generative search era. At Pro Impressions Marketing, many of our long-time clients are showing up in generative results on platforms like ChatGPT, Google’s AI Overviews, and Microsoft’s Copilot—because their websites already demonstrate strong E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).

But what’s new is this: clicks from traditional search may be declining, even for high-ranking sites. Studies show that when AI summaries are present in search results, users like my son are clicking less—by as much as 30% in some cases. The answer is often already right there on the page.

That might sound bad, but here’s the twist: the traffic from AI-generated answers tends to convert better. Why? Because the users who do click are often more engaged, more trusting, and closer to making a decision.

Why GEO Is Great for Dentists—If You’re Ready

Let’s say a potential patient types into ChatGPT, “Who is the best dentist in Irvine for cosmetic veneers?” If your brand is established and recognized, if your website clearly explains your services and showcases your expertise, and if your name shows up in generative results—you might land a new patient without ever being clicked on in Google.

This is the heart of GEO. It’s not about keyword stuffing. It’s about building a recognizable digital presence that earns trust and gets mentioned—even when a human isn’t doing the searching.

Here’s what that looks like in action:

  • Your “About” page clearly explains your expertise, experience, and unique value.
  • Your FAQs and service pages answer real patient questions in depth.
  • Your Patient Education or blog section is authentic, unique to your practice, showcases thoughtful patient education, and local authority.
  • Your brand is mentioned alongside other respected providers, publications, or resources.

In other words, you don’t need to “game the algorithm.” You need to build a brand that AI can’t ignore.

Old-School Tactics Still Work—But Now They Work Smarter

According to industry experts, most AI platforms rely on existing web content to form their answers. This means:

✅ Fast, crawlable websites still win.

✅ Authoritative backlinks still matter.

✅ Clear content still makes a difference.

✅ Being a recognizable brand is more important than ever.

And while some AI tools like ChatGPT are updated regularly and can pull new content, others rely on older training data. So it’s critical that your website and digital footprint stay current and detailed.

What Can Dentists Do About GEO?

You don’t have to master GEO. That’s our job.

As a generative marketing company focused on dental practices, Pro Impressions Marketing is already helping our members rank in traditional SEO—and show up in AI-driven answers, too.

Here’s how we do it:

  • We write and optimize content that answers the questions patients are asking generative tools right now.
  • We keep your website technically sound and easy for AI crawlers to understand.
  • We build your digital brand across the web through consistent updates, social media management, and local visibility efforts.
  • We monitor trends in generative search and adapt strategies so you stay ahead—without having to understand the latest AI acronym.

Ad Placement Matters More Than Ever

Successful generative marketing is just an extension of an evergreen marketing strategy: you need repeat exposure. You want to be everywhere, and because Google search and other platforms like Perplexity are already experimenting with ads in their generative results, you need to:

  • Incorporate an ad strategy in your larger dental marketing plan alongside GEO.
  • Ensure effective Google Ads management is giving your office robust, yet targeted exposure
  • Complement your SEO, GEO, social media, and other marketing strategies with ads that ensure you can’t be missed when people are looking for your services.

(Generative) Search Engine Optimization is Here to Stay

You don’t need to abandon SEO—but you do need to think bigger than keywords. Whether you call it SEO, GEO, or “online visibility optimization,” one thing is clear: if patients can’t find you in AI-generated answers, they may never find you at all.

At Pro Impressions Marketing, we’re not just keeping up—we’re leading the way. That’s what makes us a trusted generative marketing company for dentists who want to grow.

Ready to future-proof your visibility? Call us now at 970-672-1212, or click the button below to schedule a consultation.