Google just gave technical SEO a jolt of caffeine. Their AI Overviews (AIOs) are getting bigger, smarter, and a whole lot pickier about where they send traffic — and it’s not your homepage.
If you’re a physician with your own website, here’s the good news: specialized, in-depth content now has a better shot at showing up in AI-generated answers. But there’s a catch—you’ve got to actually have that kind of content, and it needs to be fresh.
Let’s break this down.
What’s Going On With Google AIO?
Here’s some eye-opening data. In March 2025 alone:
- AIOs expanded in size by 18.26%
- Some industries outside of healthcare saw even bigger jumps:
- Travel: +39.49%
- B2B Tech: +37.13%
- Education: +35.49%
- Finance: +32.89%
Translation: AI Overviews are hogging more screen space and controlling more clicks.
More importantly for you? 82.5% of clicks went to pages that were two or more clicks deep into a site. Homepages? Basically ignored — accounting for less than 0.5% of clicks (from AIO). Ouch.
Why This Matters for Doctors with Websites
Your homepage is not going to save you.
Google’s AI isn’t just grabbing surface-level info anymore. It’s pulling data from the deepest corners of your website. If your pages are thin, outdated, or hard to crawl? You’re invisible.
Here’s the kicker:
- 86% of cited pages in AIOs ranked for just one keyword — usually a high-volume one.
- Median keyword volume for cited pages? 15,300 monthly searches.
- 19% of those keywords? Over 100,000 searches per month.
This is a huge opportunity — if your content is ready for it.
What Should You Do About It?
Here’s your action plan:
1. Audit Your Site
If your homepage is carrying all the weight, it’s time to diversify. Audit your deep pages — anything two clicks or more from the homepage.
- Are they indexable?
- Are they up to date?
- Do they answer real patient questions?
2. Update Old Content
Just because it’s buried doesn’t mean it’s dead. Dust off older blog posts, FAQ pages, or service descriptions and bring them current. Google’s AI wants relevance and freshness.
3. Write for One Keyword, One Page
Don’t try to be everything at once. Narrow your focus. One keyword, one piece of high-quality content. That’s the type of precision Google’s AI is rewarding.
Think:
- “How do I know if I have sleep apnea?”
- “What does a cardiology stress test involve?”
- “Is hormone therapy safe for menopause?”
These are the exact types of questions patients are Googling — and AI is answering with links.
4. Think Like a Patient Early in Their Journey
As Jono Alderson puts it, target users early. Think symptoms, concerns, confusion — not just “find a cardiologist near me.” Get in front of AI before the search becomes transactional.
SEO Isn’t Dead — It’s Just Deeper
We’ve officially moved past “just be on Google.” Now, it’s “be the exact page Google AI wants to cite.”
If you’re a physician trying to grow your practice online, this is actually a big win — if you invest in the right content. Most doctors aren’t doing this yet. That’s your edge.
So here’s the gut check:
Is your website just a digital brochure, or is it a library of expert, patient-friendly answers?
TL;DR
- Google’s AI Overviews are now bigger and cite deeper content.
- Homepages are practically ignored — deep, specific pages get the clicks.
- Pages cited are usually optimized for one high-volume keyword.
- Keep your whole site indexed, updated, and relevant.
- Think like a patient before they’re ready to book.
Don’t wait for Google to pass you by. Dig deeper — and help your future patients do the same.
Want help auditing your website or building deeper content? Let’s talk.