How to get Your Plastic Surgery Website to Rank High on ChatGPT
What is ChatGPT?
ChatGPT is a conversational artificial intelligence (AI) developed by OpenAI. The program generates human-like text and engages in natural-sounding dialogue with users.
Generative Pre-trained Transformer – if those words don’t ring a bell, they certainly should. They are the G, P, and T in ChatGPT. What felt like it was rolled out overnight, and added a new fold to the messy blanket of search, actually took years of research and development. The revolutionary search AI chatbot is used in various fun ways, including planning a vacation, providing fantasy football advice, writing music, diagnosing problems, and, you guessed it… finding “The best plastic surgeon” in a given area.
The burning question is, how do I get my business to appear on ChatGPT and other AI search platforms?
- What is GEO?
- What are 5 similarities between SEO & GEO?
- What are 5 differences between SEO & GEO?
- How to optimize both SEO & GEO
- Holistic Keyword Research
- Technical Optimizations
- Keep Moving or Die
- 3 Reasons You Should Optimize Your Website
- How To Elevate Your Procedure Content For ChatGPT, Perplexity, and Gemeni
- Distribute Your Content
- Technical SEO x GEO Mashup
- World-Wide-Reputation
- In Closing
- Plastic Surgery ChatGPT & GEO FAQs
Holy smokes, what in the world is GEO?
A newly coined acronym that is making its rounds is GEO. The same row, but three very distant keys away from the “S” on your laptop. This is an acronym that’s important to understand. While there are similarities to SEO, there are multiple unique differences. And while understanding SEO will give you a leg up on the competition, it might not be enough to set you apart from the highest-performing websites in your market for those patients living and breathing on AI search engines.
The GEO acronym stands for Generative Engine Optimization. So when optimizing your site with the hopes of landing in the search results on ChatGPT, Perplexity, Google Gemini, and other AI search engines, it’ll be worth understanding how to make it there. If you haven’t yet read our article on SEO, this is a great starting place, as in the next section, we’ll be discussing the similarities between SEO and GEO.
What are 5 similarities between SEO & GEO?
1. Get eyeballs on your website – Both SEO and GEO have the same objective of increasing visibility for the content on your website.
2. Content rules the ranks – When Google said “content is king,” ChatGPT bent the knee. The content on your website is incredibly important. Both Google (organic & Gemini) and ChatGPT want to promote sites that are authorities on topics. Here’s another acronym, and incredibly important to remember, E-E-A-T, which stands for experience, expertise, authority, and trustworthiness. This is one of the top ways to improve your website on both AI and Google searches. When developing content, the keywords matter, the quantity matters, the headings matter, but most importantly, the content needs to be factual and well-written. How much content is too much content? That depends on the topic, but don’t get stuck in a “less is more” mindset; this isn’t a contemporary living room or The Museum of Modern Art.
3. User Experience – The website’s content needs to be well-organized (both technically and visually). In other words, the page content should flow in a hierarchical manner with organized headings and paragraphs. The sitemap (leading to pages on your site) needs to be well thought out with clear direction. Boys and girls, use your h1s, h2s, h3s with intention.
4. Website Coding – The technical optimization of a website is important. This means title tags, site speed, schema, and other SEO coding. Your website needs to be mobile-friendly (responsive) and crawled correctly by Search Console and Webmaster Tools.
5. Authority – Although the old-school days of spammy link building have long passed, domain authority remains important for both SEO and GEO. It’s vital to have credible content around the web that points back to your site. In the world of plastic surgery, this can be in the form of society profiles, RealSelf, HealthGrades, and more. This can also include media features and quotes from popular digital magazines.
What are 5 differences between SEO & GEO?
1. Response Generation – With Google search, plastic surgeons have long asked the question, “How do I get to page 1?”. For some searches, there can be thousands of search results for any given topic, spread across numerous pages. On ChatGPT, Gemini, Perplexity, and others, the responses generated are more concise, eliminating the need to dig through numerous pages of results.
2. Factual Content – This is debatable. But the goal of the content that AI chatbots synthesize is with the hope that their information is more factual (based on the sources it pulls the information from). With SEO, the content (while honoring E-E-A-T) is only fact-checked by the publisher (the website) before entering the World Wide Web. While inaccuracies can occur across search engines and AI search, the goal of ChatGPT and other AI chatbots is to produce more factual information, based on several sources synthesized by the results the AI chatbots use.
3. Content Distribution – With SEO, you’re getting a list of links (URLs) that provide detailed information on topics. Since the user selects a specific page, they receive data from that source. GEO integrates and synthesizes content from across the web to provide a given answer. Or in the context of asking “who the best plastic surgeon is”, a list of answers based on criteria.
4. Algorithm updates – The Pandas and Penguins have been left out. If you’re familiar with years of Google’s algorithm updates (and the fun names with which they were given), they do not apply to AI search bots. However, that doesn’t mean that algorithm updates are forgotten; they are simply adapted. GEO continually evolves in response to advancements in technology, capabilities, and methodologies.
5. Tracking – In Analytics and Search Console, users can track performance based on keywords. “Keywords” are not the standard for tracking with AI search. Performance can be tracked based on website clicks, which are still visible in Google Analytics.
How to optimize both SEO & GEO
Have you asked yourself the scary question, “Is all my hard work optimizing my site all for nothing when it comes to ChatGPT and GEO?” Of course, you have; this is your business, and we’ve all spent years working on SEO. To this day, Google is still the #1 search engine in the world – especially for finding businesses. The good news is that the hard work you’ve put into site optimization for SEO (as long as you’ve been following E-E-A-T) will have a positive impact on GEO.
Holistic Keyword Research
Let’s start with Holistic keyword research. For both GEO and SEO, understanding your content before you start writing is key.
• Topics – Topics are broader than entities and can encompass multiple entities. A topic could be “How to know if you need facial plastic surgery or injectables”. Plastic surgery and injectables can be two separate entities.
• Entities – In the case of plastic surgery, your entity is clear. “Plastic Surgery”. If you’re a medical spa, your entity in the eyes of content is “medical spa” or “non-surgical”.
• Keywords – A keyword in plastic surgery could be “facelift” or “Facelift in New York City”. This helps Google pair relevant keywords with search queries.
Technical Optimizations
The financial investment you’ve made to ensure your site loads quickly, has the correct markups, and is optimized for SEO will pay dividends for AI searches as well. AI Chatbots are to provide relevant, factual information that is well-organized. When developing a website with the goal of achieving high rankings through SEO, the same logic applies.
Keep Moving or Die
It’s imperative to keep the train moving. This means the content strategy must remain focused and continue to evolve. As the time changes, so should your website. Select a website marketing company that understands the nuances of GEO and SEO, their ever-changing algorithms, and the persistence of authoritative content in your field.
3 Reasons You Should Optimize
Your Plastic Surgery Website
for GEO to Show up on ChatGPT & Gemni
1
Get ahead of the curve
The number of users on ChatGPT and other AI search engines will only multiply over the next several years. It’s essential to leverage GEO now to ensure your site is picked up by AI bots before your competitors do.
2
User Experience
Often, when users search on ChatGPT, they are either looking for quick, well-put-together answers or conducting extensive research. By having your site optimized for GEO, you’re building trust with these users
3
Two birds With One Stone
Optimizing your site for GEO will also have SEO benefits. The additional research, content, and structure of the site can pay dividends for both.
How To Elevate Your Procedure Content For ChatGPT, Perplexity, and Gemeni
We’ve established the importance of high-quality content. Below, we’ve included some specifics you can include on your plastic surgery website to improve your GEO and show up in AI searches.
• Do your research – Do a thorough AI overview for related keywords, questions, and prompts to see which competitors are performing the best.
• Conduct semantic and keyword research – Long-tail keywords have been found to be more effective in AI search. This should include natural language queries. These long-tail keywords should be used in FAQs and headings.
• Introductory Sentence – While the full page of content is indexed, it’s important to make the first sentence on the page clear and concise on what the page is about and what you want to show up for.
• Diversify Content – Use videos, photos, and graphics to illustrate the points in your content. This content is indexed and is also beneficial from a user-experience perspective, bridging the gap between content and conversions.
• Keep your words fresh – Don’t let your content be stagnant. Continue to add new sections, facts, quotes, testimonials, and FAQs to your pages.
• Bullets & Numbers – Both Google and AI favor bullet points and numbered lists, as they highlight important, easy-to-read data.
• Structured data – Use schema to markup elements like reviews, products, and articles.
• Use statistical data – Use statistical data in your website content. An example of this is how often a procedure is performed on an annual basis.
• Cite Your Sources – When providing statistical or factual data, ensure that you cite the sources. This should include a link to the site where the information was learned from.
• Break It Down – Plastic Surgery procedures can be complicated to perform, but how you describe them in the text doesn’t have to be. By creating easy-to-understand text, you’re simplifying the language, which will be beneficial for GEO.
• Vocabulary matters – Using accurate vocabulary in the text helps show expertise and education.
• Analyze Your Results – After making changes to your content or adding new content, test your results on Gemeeni, ChatGPT, and Perplexity. Similar to Google, you can’t expect to see results immediately.
Distribute Your Content
The content you’ve worked hard on should not be a loner; let it thrive with other friends on other channels. Share it with the world in all the ways you can. AI-driven search engines also use Large Language Models. You can read more about LLMs in this incredibly interesting article by Search Engine Land. Below are areas in which to share your content:
• Social Share – ChatGPT and other AI search pick up on indexed social media posts. If you’re working on content on your site, you can share and link that content on social media. This is a form of content distribution that strengthens your content.
• Press Releases – Press releases are another way to share awards, recognition, and content across the web.
• UGC – You’re likely already familiar with user-generated content from social media posts. Adding testimonials, videos, and reviews from other users to your social media and website builds trustworthiness in your content and brand.
• Forms – Use pages like Reddit and Quora to publish ideas and link to your content. This content is picked up by SEO and GEO, which helps drive more website traffic and conversions.
Technical SEO x GEO Mashup
Think of this like a music mashup between your two favorite bands. Or better yet, it’s one solution that fixes two problems. Technical SEO is imperative for site rankings, but it also plays a significant role in AI-driven search. Here are important components to look out for:
• Website loading speed – Building a website that loads quickly (in the eyes of search engines) is crucial. You can test speed using PageSpeedInsights.
• On-page Optimization – Including correct title tags, meta descriptions, and headings through procedure and blog content
• Schema Markup – Schema allows for markup on reviews, articles, and products. This markup is helpful with both SEO and GEO.
World-Wide-Reputation
Response Generation – With Google search, plastic surgeons have long asked the question, “How do I get to page 1?”. For some searches, there can be thousands of search results for any given topic, spread across numerous pages. On ChatGPT, Gemini, Perplexity, and others, the responses generated are more concise, eliminating the need to dig through numerous pages of results.
Factual Content – This is debatable. But the goal of the content that AI chatbots synthesize is with the hope that their information is more factual (based on the sources it pulls the information from). With SEO, the content (while honoring E-E-A-T) is only fact-checked by the publisher (the website) before entering the World Wide Web. While inaccuracies can occur across search engines and AI search, the goal of ChatGPT and other AI chatbots is to produce more factual information, based on several sources synthesized by the results the AI chatbots use.
Content Distribution – With SEO, you’re getting a list of links (URLs) that provide detailed information on topics. Since the user selects a specific page, they receive data from that source. GEO integrates and synthesizes content from across the web to provide a given answer. Or in the context of asking “who the best plastic surgeon is”, a list of answers based on criteria.
Algorithm updates – The Pandas and Penguins have been left out. If you’re familiar with years of Google’s algorithm updates (and the fun names with which they were given), they do not apply to AI search bots. However, that doesn’t mean that algorithm updates are forgotten; they are simply adapted. GEO continually evolves in response to advancements in technology, capabilities, and methodologies.
Tracking – In Analytics and Search Console, users can track performance based on keywords. “Keywords” are not the standard for tracking with AI search. Performance can be tracked based on website clicks, which are still visible in Google Analytics.
In Closing
If your site is properly constructed with best practice SEO tactics, you have a stellar content strategy, you have a content distribution plan, and your reviews are piling up on different platforms, you’re setting yourself up not only for more citations on ChatGPT and other AI search engines, but also for improving your SEO.
Over the last decade, websites have lost some of their importance with the rise of social media. With the introduction of AI search, websites have gained immense value, as they are cited as sources for AI searches.
The future is bright, but it’s time to act now.
Plastic Surgery ChatGPT & GEO FAQs
No. At this point, it’s essential that the content is original. One day, AI content will be based on AI content, but as of today, it’s vital to have original content. SEO tools, such as Ahrefs and SEMrush, test sites to determine the level of content perceived as AI-generated. This can not only harm your SEO but also limit your AI search citations.
Yes, this builds authority for the brand. Similarly (but different) to SEO, authority is important, and good, relevant backlinks can help with both SEO and GEO.
ChatGPT is owned by OpenAI. Microsoft has a significant stake in OpenAI. Guess who else Microsoft owns? Bing. ChatGPT uses Bing’s search index.
Perplexity uses Google, Bing, and its own.
Google Gemini uses Google as its search engine.