How to use SEO and plan content for your veterinary practice to utilise Google’s new AI Overview feature

March 13, 2025

If you’ve used Google Search recently, then you’ll already have seen Google’s new AI Overview feature. As with all changes to Search, the way in which you approach search engine optimisation (SEO) and content creation may need to change in order to capitalise on its full potential, so we’re here today to break it all down and demystify the process for you.

What exactly is the AI overview feature?

AI Overview is a new addition to Google’s search engine results pages (SERPs). It’s a new feature that always sits above the organic results on the page, but may sit either above or below paid ads.

Generative AI has been a major talking point for a while now, and it’s what AI Overview uses to essentially summarise information to provide instant answers to search queries. The way in which information is presented in AI Overview can vary depending on the query, so you may see everything from short articles to tables, lists and step-by-step guides.

But that’s not all…

AI Overview also includes link cards, which are clickable and will take searchers directly to the specific web pages containing all the information the AI used to generate the summary. For some queries, extra link cards may also be included, which will direct searchers towards additional information related to their initial query.

 

 

Will the AI Overview impact my veterinary practice?

For searchers, AI Overview has the potential to save them time because all the information they’ve been looking for is now presented in one place. However, for many businesses including veterinary practices who often directly benefit from organic search traffic, this new addition to SERPs may be concerning.

But don’t panic!

While AI Overview is still very much in a period of evolution, as a veterinary practice and website owner, it’s really important to understand the ways in which it could impact your organic website traffic and the steps you can take to benefit from this new SERP feature.

How will the AI Overview impact SEO and pet owner content creation?

AI Overview is not the first new feature that has the potential to change the ways in which users engage with SERPs. In fact, featured snippets and local business results displayed alongside maps are two relatively recent examples of elements that provide answers to users without them needing to click through and visit a website.

It’s important to note that, because the overview is generated by AI, there is a risk it may not always be factually correct, potentially leading to the spread of misinformation. However, by keeping your practice website updated with accurate and reliable content, you can help combat this issue and reinforce your online authority.

Moving forwards, it will be beneficial to view AI Overview as an opportunity to boost your online visibility and drive higher volumes of qualified traffic to your site, particularly because there are going to be many veterinary practices out there that aren’t going to make the adaptations required to see meaningful results.
What is the zero-click experience?

Fundamentally, AI Overview is going to increase the number of zero-click searches that are happening because many queries can be answered without requiring the searcher to leave the SERP. But while this may impact your website traffic, there is also inherent brand visibility-boosting value in working to make sure it’s your content that is appearing in AI Overview.

Google has already released some insights [1] which show that the sites listed in AI Overviews are seeing the benefits, highlighting that links are receiving more clicks than they would have if the page was displayed as an organic listing for the same search query.

So, let’s look at some of the techniques and strategies you could employ to make sure that AI Overview is working for your veterinary practice, not against it.

1. Google AI and keyword optimisation

When it comes to keyword optimisation, it’s no longer enough to have a simple approach or to fall back on traditional techniques like keyword stuffing. Instead, maintaining a focus on creating content where keywords are incorporated in ways that feel natural is key.

Overall readability is just one reason for this, but, most importantly, remember that AI algorithms actively prioritise content that answers the query by considering the context involved rather than simply matching up keywords.

2. Make user experience (UX) a priority

As AI is taught to prioritise the needs and expectations of the user, keeping UX in mind at all times is essential. There are a few different ways to optimise for UX, including understanding and catering to the intent that sits behind each search query.

It’s also important to organise the information you’re presenting in a way that’s easy to digest, so subheadings, bullet points and short paragraphs all have a role to play. But let’s not also forget about many of the familiar UX improvements that can be made, including making sure your pages load quickly and that your site is fully optimised for mobile browsing.

3. Focus on creating high quality content

It’s been important to share high quality content for some time, but now Google has a tool for determining the value of a piece of content and it’s pretty reliable. To give your content the best chance of being featured in AI Overview for a particular query, it needs to be informative, structured to support readability, and authoritative.

Google AI tends to favour content that contains trustworthy information, delivers crystal clear answers, and offers some analysis that goes beyond the surface level. Essentially, what we mean by this is that it’s no longer reasonable to assume that you can re-work content that’s currently ranking well for a search query, add a little bit of extra information to it and expect to out-rank them. Instead, you’re going to need to offer a unique point of view and really showcase your knowledge base in a way that no other veterinary practice can replicate. However, when discussing topics such as surgeries and other detailed procedures, be cautious not to include overly graphic information; your content should remain accurate and informative while ensuring it is approachable and not off-putting for pet owners.

4. Managing your reputation matters

AI Overview pulls information from many different sources, which means that you could be featured by being mentioned on another website. We know you know this already, but it really does matter what people are saying about your practice online.

There are many things you can do to manage your reputation online, including replying sincerely to pet owner reviews, sharing your expert knowledge in various online communities, and ensuring you’re active on your social media profiles.

Now, you might be thinking that none of these tactics or techniques are new. And you’re right. They’re all tried and true methods for boosting your online visibility and showcasing your expertise. But you might be surprised at just how many veterinary businesses aren’t following these best practices, so you could benefit hugely from this new opportunity to be ultra-visible in SERPs.

Google’s new AI Overview feature is changing how pet owners find veterinary information. With smart keyword strategies, improved user experience, clear and accurate content, and active reputation management, your practice can stay visible and useful to those seeking reliable advice.

If you’re ready to adjust your SEO approach and ensure your practice’s information stands out, contact our SEO experts today.

We’re here to help you create content that builds trust with your clients and drives traffic to your website.

[1] https://blog.google/products/search/generative-ai-google-search-may-2024/ 

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