Google AI Just Rewrote Local Search

Google search just underwent its biggest AI shift in decades, and it’s already rewriting how patients find a chiropractor. People are asking longer, more personal questions like “Who’s the best chiropractor for migraines?” or “Who specializes in pregnancy and pediatrics?” and Google is increasingly answering right inside the results. That means fewer clicks, less patience, and a much higher bar for what gets recommended.

We walk through what this change really means for chiropractic marketing, local SEO, and your patient pipeline. The old playbook of keyword-heavy pages and generic blog posts can’t keep up with AI that can generate and summarize content instantly. What wins now is authority and trust: consistent education, clear positioning, strong reputation signals, and real-world proof that you help specific people with specific problems. We also break down why your website still matters, but mainly as “source material” that supports what AI says about you.

Then we get practical. We talk about optimizing your Google Business Profile with weekly updates, photos, and FAQs that answer the questions patients actually worry about before booking. We explain how reviews function as AI training data, why detailed outcome-based reviews matter most, and how YouTube can become your authority engine when your videos focus on a few core topics your office wants to own locally.

If you want to show up in AI Overviews and become the office Google trusts enough to recommend, hit play, take notes, and start implementing. Subscribe, share this with a chiropractor friend, leave a review, and tell us what topic you want your practice to be known for?

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Transcript

Welcome And The Google Shift

SPEAKER_00 0:01

Hey everyone, welcome to another episode of Marketing 101 for chiropractors. This one is one you want to listen to. Google. We've been talking about Google for years, and over the last couple of years, I was like, man, Google is becoming irrelevant. Can you believe those words came out of my mouth? And I was saying, man, the search with AI is not, it's not going to make our SEO any better because AI is going to tell us what to do. Well, Google did the biggest drop in AI in their search category, the Google search category in over 25 years. Just was just happened last week. They've revamped searching forever. And most chiropractors think marketing is about websites, keywords, and ranking pages. That is now obsolete. That's how fast we're moving. Google's AI search just from last week changed the rules entirely. Users are no longer typing in chiropractor near me, nor is that coming up automatically. Now they're asking, which what Google's going to keep pushing for in the Google search bar now is more intuitive questions. So no more chiropractor near me or anything like that. Who's the best chiropractor for migraines in Philadelphia? Who helps nervous system regulation naturally? What chiropractor specializes in pregnancy or pediatrics or sports industry injuries or rotator cuff? And Google AI is increasingly answering those questions directly without sending people to websites first. This means the future of chiropractic marketing is no longer about gaming SEO and your web pages. It's about becoming the office AI trusts enough to recommend in their search results. Today we're going to break down what Google actually changed, what it means for chiropractors, and what you should start doing immediately if you want your office to dominate in the next era of search. Most chiropractors heard websites are dead. That's not true. The better statement is that generic websites are dying. Authority is replacing old school

AI Overviews Replace Ten Blue Links

SPEAKER_00 2:10

SEO. So what's happening is AI overviews. That's how you have to look at the search bar now. It's no longer putting in a search category and then it scans the web for the exact matching keywords. That's how it used to work three weeks ago. Starting last week, what's happening? Well, it's actually been rolling up. What's happening now is the AI search, and you've seen Gemini kick in. It gives you the AI response. We've seen the summary response for about nine months now. So right when you search something, there's an AI summary underneath it, and then the SEO search category going there. Now, what's happening, instead of the 10 blue links you get underneath, you're getting summarized answers, recogn recommendations, business suggestions, and explanations directly inside search. So five years ago, someone searched best chiropractor Tampa. They clicked the website and compared offices manually. Now they have to ask who's the best chiropractor in Tampa for migraines and nervous system work for families. Like it's more specific. Google AI summarizes who appears authoritative, authoritative, not SEO. Who has strong reviews, who talks about these topics consistently, and who has educational content and who appears most trusted online. Google still uses your website, but websites are now source material, not the destination. They're defaulting and not sending you to websites anymore. This has been the probably last year, maybe two years across all platforms Meta, Instagram, TikTok, now Google, yeah, all the search categories are no longer wanting you to send you to websites anymore. They want to control the narrative. They feel like from the tech side that if they control the information, then they can stop the spread of disinformation. A lot of dangers that's gonna happen with this now, and we're gonna have to sift through, which is horrible for many different reasons. But what we're focusing on today is you, your office, your business. Okay. So we have to play this game. It's a huge shift. It's the death of old SEO. If you got somebody doing your SEO, fire them. Save yourself the money. It's no, it's obsolete. No longer gonna work anymore. You do not need it. The old SEO is keyword stuffing, fake backlinks, blog spams, and the top five benefits of chiropractic articles. Creating pages for every symptom on your website. We were doing that five years ago. I even told you to do this five years ago. I said you have to have a headache landing page, a low back landing page, a pediatric landing page, a colic landing page, um whatever, all the symptoms, landing pages. AI is making generic content worthless. It's sifting across all information instantaneously across the internet, not just what you're posting in your blogs. It's it's taking all the blogs of all chiropractors around the world and saying, what do they all say about sciatica? I'm gonna summarize that. Who now fits the best match of my summary in this local area that you are looking for, chiropractor? So AI can generate generic blogs instantly. Everyone's doing it. I told you to do this, and I think you should continue blogging, but you should be doing this. So now we've got all this AI generated content on the web in hyperspeed because everyone's using AI, and now AI is reading its own summaries and it's like, oh, it's generic content, it's fine. There's nothing unique about Pittsburgh chiropractic, Tampa chiropractic, and Los Angeles chiropractic. It's it's all the same. So we're gonna take the best fit for this. So if your marketing strategy is built on generic content, you are now competing against infinite content production. We we saw this coming with AI. We're like, we're taking what we can do now, and exponentially on the graph, it's going 10x month after month, 10x, 10x, 10x. You can put clawed code into your a desktop or into your CRM, and it will now 10x your email production, your conversation production, like game over. Right? So we know this is

Why Old SEO Stops Working

SPEAKER_00 6:30

happening. So Google is probably still the leader. And guess what? Google's like, listen, uh, keyword finding search on Google is now going down because AI is taking it. Google now has competition. Gemini has competition with Jasper, Claude, Chat GPT, there's now level playing field. So what's happening is AI appears to care more about reputation, expertise, trust, authority, consistency, local prominence, educational depth, and real world signals. AI is asking who should I trust enough to recommend? Not who wrote the most web pages, who had the loudest voice. This distinction matters. It doesn't mean what you've done so far is worthless. It actually gives you the advantage because you have content, but now we have to shift our focus and our efforts. AI is looking at Google business profile matters more than ever. So Google is like, how do we take dominance back? How do we get everyone back on here? Well, they're gonna use the tools that they've built where everyone has inputted all their information, and that is in the Google My Business profile. If I was starting a new practice tomorrow, I'd spend as much time optimizing my Google Business profile as my website, or even more so. Weekly photos on the Google My Business page. This now becomes part of your social media planning. You have to have your Google My Business page in your social calendar. So when you're sending stuff out on Instagram, Facebook, Google My Business is there too. You're gonna post the pictures and the videos in there. Weekly photos, weekly updates. The nice thing about Google is you don't have to have constant content going out there like social media. People are not feeding, there's no there's no feed on their phones for Google My Business profile. So it can be weekly on there. Your services have to be updated, your FAQs should be relevant. Relevant. What do I wear on my first appointment? What do I expect to feel when I'm there? What is there any pain when I'm there on my first day? Will I have any pain afterwards? Do I have to get undressed fully when I'm these are questions? You to feed the AI this comfort. When people say, where is a comfortable or reputable chiropractor to go to? You've answered questions other people have not answered on their website or anywhere online. No one asks what color underwear you should wear. You should. We prefer black or neutral. I don't know, don't do that. Uh, categories, review responses, office activity, what's going on in your office. AI trusts businesses and what they're putting out there. And most businesses don't do much. So reviews are becoming AI training data. AI is using social proof for information. It makes sense. Whatever the reviews are saying is real-world feedback and real-time feedback of the business. If there's been no reviews for six months, it may think you're irrelevant or not open or closed, or maybe not helping patients anymore. So having that consistently going through. Not all reviews are equal. A week review is great office, clean, nice staff, useless. Powerful review is I struggled with migraines for seven years, and after consistent care, my headaches dramatically improved. AI reads context, it learns conditions, specialties, outcomes, and patient types. That's important. Seven years, positive outcomes, improvement. So AI is like improved migraines. Improved, sorry, improved chronic migraines, seven years, right? So what we need you to understand is that patients need to naturally share information about your business. We don't have the authority of big business who have tons of reviews always going through negative and positive, constantly Amazon has reviews happening every second. Positive five, four, five star, four star, three star, two star, one star about all the products being sold all the time. So they need to tell you why they came in, what they struggled with, what changed the and and their total experience, their personal experience at your office. That becomes searchable authority. YouTube is becoming massive. The massive playing ground on this for you to leverage your business. It's bigger than ever before and more important than ever before because your video download and explanations will feed AI as you being the authority and knowledgeable. You get those two things. You do not get trustworthiness. You get the trustworthiness from the reviews and the comments on your

Signals AI Uses To Pick Winners

SPEAKER_00 11:20

YouTube channel, your Google, your Google reviews, your Yelp reviews. That's where you're getting trustworthiness, is what people say about you. You cannot buy trustworthiness anymore. You cannot have a uh landing page on your website. You can't have uh as featured on CNN Totten. Doesn't even the backlinks don't even matter anymore if you've been on nbc.com. Used to, that'd be huge leverage for you before, not anymore. It's all changing. So good video topics to be putting out there: migraines, sciatica. This is what AI is is putting chiropractic at at the top. So when you do these specific things with neuropathy, uh Webster, well, Webster's good too. Um specific things, uh cold laser, um, weight loss, chiropractic's not coming up there because there's other clinics that have way more authority on weight loss, way more authority on neuropathy. But where we have a lot of authority on is migraines, sciatica, nervous system dysregulation, dysautonomia, vagal nerve. We're speaking the loudest about this than anyone else. Pregnancy chiropractic, not just pregnancy, you'll get tossed into the OBGYN category, pediatric development, motor delay, sensory delay, speech delay, chiropractors are ranking very high on this. Stress physiology, posture and desk work, posture at the top, and athlete recovery. Every educational video you post is now teaching both humans and AI who you are. Now, some other secondary things. Those are the most important. My business profile, weekly updates on your Google My Business profile, and your YouTube channel. You have to have an active YouTube YouTube channel. Hence why I have Living a Full Life Podcast. We're on our fourth year of that. Weekly drops, boom, boom, boom. That was for SEO. Luckily, all that work now translates into AEO, AI engine optimization. Good for me. Good stuff. Google AI appears to value podcasts, local mentions, interviews being interviewed on other podcasts or other businesses, community involvement, tagging, cooperating on social media, citations, collaborations, and authority references. Meaning local omnipresence matters. The future is not having a website. The future is being impossible to ignore online in a different way. It used to be posting a ton of stuff and just bombarding your local feed. So people just started to rave about you. Now the constant posting doesn't impress AI anymore. It's the content. Who's responding, the comments that you're getting? So you have to be smart about this. I'm not sure about the meta comment section or the Instagram comment section of if AI is reading that, because that just seems like a dumpster fire across

Reviews Become AI Training Data

SPEAKER_00 14:30

the internet for it to use that as any authority. But I wonder if that's there. I'm gonna look into that. I don't know if there's any data on that yet. So here you go: action steps. We got four major action steps you have to do, you have to implement now or delegate it. Someone's got to help you with this. Pick three to five core topics your office wants to be known for. You can't do everything, and there's blessings in everything. As chaotic as this AI evolution is, uh, it's gonna force us to be principled again. It's gonna, not in the chiropractic sense, in your business. It's gonna make you, it's gonna make you retract. We went through massive expansion, even through COVID, massive expansion, and the universe is in contraction. Contracting as AI is about to completely explode. The explosion is going to be a completely restructuring of how work is done around the world, how people work. That's what we're waiting for. So that's not done yet, but it's coming. So, three to five core topics you're known for. Examples are family care, migraines, athletes, pregnancy, nervous system regulation, pediatric care. Then you create videos, reviews, blogs, FAQs on this stuff. So your landing pages have to be revamped on your website a little bit. You have to get your webmasters to help you with this. So you're like, listen, this SEO stuff's great. We need to change the outline of each of ours, and we have to implement a video on each landing page of me talking about it. So on family care, family care video. Migraine page, migraine video. The video has to be there. Then we have to put a review on there from our Google and put it on there. Then we have to have blogs on that, and then we have to have those FAQs on that, the the frequently asked questions about migraines, about family care. Does insurance cover my whole family coming in for chiropractic care? Uh, does my does a can a baby, can children under two be adjusted? Can children under one be adjusted? Can a newborn be adjusted? How's too early to get adjusted? And explaining it, I mean, those are the searches you're gonna get. Can what at what age can a child get adjusted? Be like a child can get adjusted at any time. Uh for children that are being seen after birth, right after birth, the the

YouTube Becomes Your Authority Engine

SPEAKER_00 16:50

reasons for that would be things like dystonia, uh, sorry, dystotia, uh, tortocholis, um clamps, vacuum extraction, uh epic uh just whatever, hard birth um issues. And you want to get those babies checked as soon as possible. Uh, then for health and wellness, we want to see babies as soon as uh mom is ready for them to leave the home. Could be four weeks, six weeks, eight weeks after leaving the home, 90 days, whatever the rules are, based on um cultural things that people do. And then you have that. So all these questions about kids if you're a family practice. So, same thing. So the FAQs become really important, and then the social posts and your podcasts around them. All around those themes, AI learns patterns. How are we doing? This is this one's huge. Action step number two, stop posting generic stuff. Instead of the benefits of chiropractic, we're gonna create posts intentionally from now on. So now you just gotta put some thought behind why Tampa parents are bringing kids in earlier than ever. What we're seeing with nervous system stress in 2026. See what we're doing here? We're just playing with words. Um, how chiropractic helps the nervous system. No more. We're not doing topics like that. We're doing what we're seeing in 2026. Then guess what you have to do next year? What we're seeing in nervous system stress in 2027. Like you just gotta be super relevant. Why desk workers are burning out faster than ever? So this beats generic content. Uh, action step number three: become locally referenced. How do we do this? Other podcasts, being in interview, in interviews on other podcasts, doing school talks. The nice thing about school talks is they will tag you on social media that you are at their school, which gives you a different address of being linked to. Geotagging. So, but you want to be within the community. And of course, you're gonna be in the community, you're not gonna fly to another city and do a school talk. Collaborations with other businesses, health workshops within your office where you put them out online and people sign up from all over and come in, community events and local business partnerships. Think about that one. You're gonna come back to this podcast and re-listen to it. And action uh step number four: clean up your digital identity. You've got to clean up your website, your social media, your Google business profile, your YouTube channel, directories, and messaging. You're gonna have to go through a complete recleaning, not a rebrand, but a recleaning. The future of chiropractic marketing is fast. It's it's fast. And there's really no one to help with. The chiropractors who will win moving forward are gonna be the ones that are educating consistently. They're building recognizable brands,

Four Immediate Action Steps

SPEAKER_00 19:40

they create trust at scale and they become category authorities locally. The future of SEO is not optimization, it's trust optimization. So if you're putting content out there in blog form, website landing pages, and still writing stuff, think of it from a trust optimization. How do I put out the information out there about pregnancy from a trust perspective, not from a information? People can get the AI is going to tell the mama that's 12 weeks pregnant what to do. Your social posts and your blogs are irrelevant, no matter what you say or think. It's taking the vast in in split seconds, the vast information out there on the web and putting it down for a mama that's 12 weeks pregnant, looking for answers. So there's nothing you can do about that. But what you can do in your content that's out there is just continue to build trust. So when they do come across your stuff, you're already up on the trust factor because AI is trying to answer one question. Who should I trust enough to recommend? You're trying to win the race into that AI summary at the top. And I did an example on uh on my website. Oh, why did I take that down? Anyways, okay, I should have had left that up. And I showed up on there, and it was for who um who do you recommend in my community? So Lutz area for uh pregnancy care, and I didn't show up. Other Webster dogs showed up, that ticked me off. And then who do you recommend for uh for pediatric care? And then boom, the Gemini thing that showed up said and gave two. We recommend full life chiropractic being the biggest family chiropractic center in the area. Interesting. Interesting how it got that through social proof somewhere. I can't just put that on my website. We are the biggest. Where did it get that? Some pretty cool stuff. So, who should I trust enough to recommend? If you're still relying on outdated SEO tactics and generic content, this next era of search is going to feel painful. I think Google Ads are gonna feel painful too because Gemini's taking over. The only thing you're gonna be paying for is to be ranked. Up at the top on the maps and stuff by paying for it. And I think that's the next switch they're gonna do. You're gonna go in, pay for uh search, and then be ranked higher. But if you focus on becoming the most trusted, most educational, most visible authority in your community, AI search may become the greatest opportunity chiropractors have ever seen. I think Sid Williams, Reggie Gold, everyone's looking down, being like, You see what's happening? You see what's happening. They're like, listen, if I was still around, I'd be all over this. The offices that consistently educate, consistently show up, consistently build trust, and consistently create authority, those are the offices AI will recommend. And that's where chiropractic marketing is heading next. I think we need another podcast on this because this one's getting low long. But um time to rethink. You missed you already missed the boat. You should have been rethinking about this a while ago. Like, where's your podcast? Where's your weekly educational format? So here's one thing you can start right away without creating a whole bunch of stuff. Setting up a tripod, standing in front of it, and starting to educate. Talk about a topic. It can be five minutes, it can be 15 minutes, it can be 55 minutes. It doesn't matter. That video then goes to your YouTube channel. Your YouTube channel, if you're called ABC Chiropractic, your YouTube channel is called ABC Chiropractic. That's just got a match. Then you have the link on your website to go to your YouTube channel. You have a couple videos from your YouTube channel on your website. This link, AI is like, ooh, these guys are connected. They are the same business. Then everything you post on your YouTube, whether you have any views or not, AI views don't show up as a view, but trust me, they've watched the whole thing.

Tripod Strategy And Next Steps

SPEAKER_00 23:50

So that's where we're at we're at with that. Get to it. Info at enrico d.com. If you need to reach out to me uh for any tips, questions, or anything you need there. We can go into it there. Uh, maybe we'll do a workshop on this. And then next week we're gonna follow up on this as well. So listen in for next week. Stay well, stay healthy, keep doing what you're doing.