Resource Library: AI Search
Everything You Need to Adapt to AI-Driven Changes in Search
Generative AI is fundamentally reshaping how we search and what we see when we do. Marketers who have long relied on SEO and SEM to drive traffic and demand, need to become versed in generative engine optimization (GEO) on Google's AI Overview, Perplexity AI, Bing and more.
Amidst all this change, our advice remains constant: stay present and curious, and let us guide you through this evolving landscape.
How health systems and payers adapt their marketing strategies will be crucial for generating demand, enhancing clarity, and building brand affinity in 2024 and beyond.
Searching for Answers?
Phase2 and our partners have you covered with the insights you need to stay informed and take action to make the most of AI search. These resources are a great place to start.
Evolution of Search
- Focus: Optimizing websites to rank higher in traditional search engine results pages (SERPs)
- Key Tactics: Keyword research, content quality, backlinks, technical optimization.
- Goal: Drive organic traffic by ranking for relevant queries.
- Audience: Human general searchers.
- Focus: Structuring content to provide direct, concise answers to user queries, especially voice.
- Key Tactics: Clear FAQ formatting, Schema markup, bullet points, and lists.
- Goal: Get your content chosen as the direct answer in voice responses or zero-click results.
- Audience: Human users seeking direct answers, particularly through voice queries.
- Focus: Optimizing content for AI platforms so they cite your content in synthesized answers.
- Key Tactics: Conversational tone, semantic context, using AI-friendly structure.
- Goal: Ensure your content is surfaced and cited in AI-generated answers.
- Audience: LLM crawlers and bots interacting with optimized structured and semi-structured content.
- Focus: Optimizing the interaction with AI-driven systems, not just for search
but across chatbots, voice assistants, and MCP Servers. - Key Tactics: Enhancing content structure, interaction design, ensuring relevant and personalized responses.
- Goal: Make interactions with AI systems intuitive and effective, regardless of platform.
- Audience: Human and AI users engaging with any AI-driven interface, not limited to search.
Measure Your AI Search Traffic
Our custom dashboard will get you started with generative engine optimization data specific to your site.
- Compare your GEO results to your traditional SEO results
- See which of your pages garners the most AI attention
- Understand the impact of each generative engine: ChatGPT, Perplexity, Claude, etc
- Track GEO and SEO trends over time
Read Our Guides
Understanding Generative AI and Organic Search: A Healthcare Marketer's Playbook
Your go-to resource for understanding the shift driven by the rise of AI and generative technologies which are transforming how search engines process and generate content.
AI Readiness: It Starts with Data
A comprehensive guide on how to prepare your healthcare organization for AI-driven changes, starting with the foundation of well-structured data.
Jason's Take
Our Featured Expert
As Phase2’s Principal Strategist of Data & Insights, it is Jason Hamrick’s job to be ahead of the curve, guiding healthcare organizations through the turbulent waters of AI and search. Along with our Data and Insights team, Jason’s foresight and strategic acumen have been pivotal in helping our clients not only anticipate but also embrace the rapid changes that AI brings to the search landscape.
And as the journey evolves, Jason, the Data and Insights team, and Phase2 will continue to share what we know to turn challenges into opportunities, preparing our clients for the future with confidence.
Here’s a snapshot of the journey so far.
Early Predictions
Watch Jason's insights on the impact of AI on healthcare marketing and discover how to stay ahead of the curve as he answers the question, "How might AI enhance search?"
Key Questions & Answers in the AI Era
The Data and Insights team discusses the critical questions healthcare marketers should be asking to stay prepared and successful in this evolving landscape.
Hot Takes When Things Go Haywire
Discover Phase2's analysis of the SEO industry's response to significant upheavals and what these changes mean for the future of search.
What Does the Future Hold?
The AI search story is still being told and as AI becomes ever more sophisticated, we know this will continue to be a driving influence for healthcare marketers. Check back here for our ongoing analysis, and in the meantime, if you have a question, feel free to reach out to Jason.
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