AI visibility

The Daily Mail recently reported a search term that previously generated 6,000 clicks from Google dropped to just 100 overnight due to an AI summary taking the top spot. 

People only click a link once in every 100 searches when there’s an AI summary at the top of the page.

The learning for homecare providers is that you can’t bet on organic traffic and visibility alone; Focus on IRL relationships with professionals who’ll confidently refer work to you. Short-term, there may be ways to game the system to improve rates of AI mentions, but we think the long-term play is a focus on quality, compliance and on- and offline local reputation. 

Currently, longer question style queries (more than 10 words) trigger summaries 53% of the time, compared to 8% of one- or two-word searches. Think ‘what’s the best homecare provider in aylesbury for dementia?’ vs ‘care aylesbury’. Sidenote: see what the answer is here 👀

But AI answers are only going to get more prevalent and better at picking up on signals of quality. Be this brand mentions in local and national publications, award-wins, customer feedback, etc.

It’d be remiss of me to not mention that partnering with a good franchisor would give you access to an established brand that provides those things, and a team of subject matter experts behind your team, working at scale and with bigger budgets than most independent start-ups can muster.

But I would say that, wouldn’t I.

Curious about how this plays out for your patch? Book a quick chat here: www.calendly.com/benashton/discoverycall 

Yours,

Ben