Getting found online used to mean one thing: ranking well on Google. Today, patients are just as likely to discover a physician through ChatGPT, Claude, or an AI-powered search summary as they are through a traditional results page. The good news is that the fundamentals of visibility haven’t splintered into two separate disciplines. Content that performs well in search engines tends to perform well with large language models, and vice versa — because both reward the same things: originality, clarity, structure, and genuine expertise.

For medical practices, this is an opportunity. Every article published on a practice website is a chance to be the answer when a prospective patient asks a question, whether they type it into a search bar or a chat window. But that only happens when the content is written with intention. Below are five best practices for creating content that works for search engines, AI platforms, and — most importantly — the patients reading it.

1. Content Must Be Original

Only original, well-written content has value.

Well-written content taken from another source has no value, as search engine algorithms and LLMs can discern the original source and attribute credit only to that source.

Well-written content produced with AI tools such as ChatGPT, Claude, and others is not considered original. AI-written content is detectable by search engines and LLMs and is viewed less favorably. AI-generated content produced in bulk is often deemed “slop” and can negatively affect both your SEO and your AI optimization efforts.

2. Write in the Third Person

Using “I” or “we” is a missed opportunity to include the name of the physician or practice. The goal of well-optimized content is not only to be found through phrases and prompts related to the article, but also to ensure the physician or practice is found alongside it.

3. Articles Should Range from 500 to 1,000 Words

Articles with fewer than 500 words are often deemed “thin,” or lacking substance. Articles longer than 1,000 words become cumbersome for the reader and should be broken into additional pages.

4. Use a Clear Structure

Like a table of contents, the article should allow the reader to scan it and quickly understand its contents and sections. Headers should incorporate the primary keyword phrase.

Example outline:

• Title: ACL Reconstruction Graft Options
• Header: What Is an Allograft?
• Header: What Is an Autograft?
• Header: Which Is Better: an Autograft or an Allograft?

5. Use the Right Specialty

When a provider practices in more than one specialty area, refer to them by the one most relevant to the topic. For example, in an article on ACL surgery, write “knee surgeon Dr. Price” rather than “orthopedic surgeon Dr. Price”; in an article on Botox or fillers, write “cosmetic dermatologist Dr. Cohen” rather than “dermatologist Dr. Cohen.”

The common thread running through all five of these practices is simple: write content that genuinely serves the reader, and package it so both people and algorithms can understand it. Original writing establishes trust and authority. Third-person references keep the physician and practice attached to the expertise. Appropriate length and clear structure make articles easy to read and easy to index. And precise specialty language ensures the right provider is connected to the right topic.

That said, these five tips are just the tip of the iceberg. Writing content that truly performs requires a holistic understanding of how search engines and large language models discover, interpret, and rank information — from technical site health and internal linking to topical authority and how AI platforms select their sources. The practices above are the foundation, but they work best as part of a broader, well-informed content strategy.

Search engines and AI platforms will continue to evolve, but their goal remains constant — surfacing the most credible, useful answer to a person’s question. Practices that consistently publish well-crafted, well-structured original content position themselves to be that answer, no matter where the question is asked.