How to create healthcare content for AI-mediated search

Search has changed significantly over the past few years. A few years ago, if a patient searched for ‘best magnesium supplement for sleep’, for example, they would’ve scrolled through search results and clicked on a website to find their answer. Today, Google shows them an AI overview at the top with a direct answer.

New data from Bright Edge shows that AdvancedAI overviews appear in almost 90% of health and wellness searches now, and when they do, the traditional search results lose up to 34.5% of clicks, according to Ahrefs. For health brands, that’s a significant problem because it means your content could be ranking perfectly and still be invisible to consumers.

Traditional SEO best practices still matter but the factors that influence whether content is surfaced and referenced in AI-generated responses are somewhat different. This guide offers practical advice on how to produce content that is prioritised by AI models.

Why traditional search visibility isn't enough anymore

The problem with AI-mediated search is that it doesn’t work like Google’s traditional rankings. You can’t just optimise for keywords and expect to rank. AI systems read information from across the web, pull the best answer together and present it to the user without ever sending them to your site.

In healthcare, this is especially important because users are looking for one clear, authoritative response. So instead of competing for the top ranking position, you’re competing to make your content visible and trustworthy enough to be surfaced in AI-generated answers. It’s therefore key to build a positive brand identity that AI models recognise as credible.

How to make your content AI-discoverable

AI systems don’t have a secret formula for what they cite. However, content that demonstrates real expertise, backed by evidence and written in a way that’s actually helpful to users is more likely to be surfaced and referenced. This is essentially EEAT in action (Experience, Expertise, Authoritativeness and Trustworthiness).

• Write in clear language
  If you’re explaining something medical, don’t overcomplicate it. Both people and AI systems favour content that clarifies complex topics in an accessible way rather than relying on jargon.
• Answer the actual question
  Lead with your answer rather than placing it in the middle of an article. If someone asks ‘can I take magnesium with antidepressants?’, tell them the answer in the first paragraph. After that, you can explain why and give examples. This makes it easier for people to find the information they need and helps AI models identify and extract relevant answers.
• Show your sources
  Make sure to cite research, reference guidelines and mention expert opinions. AI systems check whether your claims are backed up across the web. Supporting your claims with evidence helps people assess credibility and makes it easier for AI models to identify trustworthy information.
• Include patient perspectives
  Your content should address real concerns, such as questions people are actually asking in forums, Reddit, social media. AI systems analyse what people want to know and reward content that answers it.
• Keep information current
  Health information changes and guidelines get updated. According to Ahrefs, if your article hasn’t been touched in two years, AI systems assume it might be outdated. Make sure to refresh key articles at least annually.
• Show your credentials
  When creating content, make it clear who wrote it and why they’re qualified. You should also clearly state the details of research or studies used in content. AI systems factor this in when deciding which sources to trust.

Use format to help AI find and extract your content

How you structure your content matters as much as what you write. AI systems have an easier time extracting and citing information that’s clearly organised, so formatting is a practical tool for improving discoverability.

Start with a clear question or problem statement and give a direct answer. You can then expand on this, explaining the context and adding context. This is how most AI systems generate responses anyway, so when your content is already laid out this way, it’s much more likely to be pulled directly into an AI-generated answer.

To make your content as extractable for AI as possible, you should also:

• Use a clear heading hierarchy, e.g. H1 for main title, H2s for main topics and H3s for sub-points
• Keep paragraphs short
• Add bullet points and tables to break up dense text
• Include FAQs where relevant so AI systems can extract those answers when people ask similar questions
• Use specific names, brands and dates instead of vague pronouns like ‘it’ or ‘this’.

Build your brand presence across multiple platforms

AI systems don’t just look at your website when deciding whether to cite you. They look at what people say about your brand. If your brand only has a strong presence on your own site, AI systems are less likely to trust it. They’re looking for consistent credibility signals across multiple sources.

This is why your content marketing and link building strategy matters so much. You need mentions and references across trusted health websites, patient reviews and testimonials, articles that cite your research or recommendations, and coverage in relevant online communities. All of these send credibility signals to AI systems.

That doesn’t mean buying links or spamming your way onto websites. It means creating genuinely useful content that other websites want to link to, participating authentically in patient communities where your brand belongs, and building relationships with relevant publications and platforms.

Track the metrics that actually matter

Keyword rankings remain important, but they no longer tell the full story as AI-generated results become more prominent. Alongside traditional metrics, it’s a good idea to start tracking how often your brand appears in AI-generated responses.

• Run searches on Google AI overviews in your category and see if you’re cited
• Use Ahrefs or Semrush SERP features filters to identify which keywords trigger AI overviews for your rankings.
• Ask ChatGPT, Perplexity and other generative AI tools questions relevant to your business and track whether your brand is mentioned in the responses.
• Track your citation frequency monthly to identify patterns and see which content strategies work best.
• Calculate your share of voice in AI-generated answers using tools such as Semrush’s AI Visibility Toolkit. If your competitor appears when a patient asks an AI system ‘which stoma care product is best for sensitive skin?’ but you don’t, you may need to rethink your strategy.

AI-mediated search is reshaping how people find health information, but adapting to this change doesn’t require a complete overhaul of your strategy. The brands that will thrive are those that focus on writing clear, evidence-backed content that is structured in a way that is easy for AI systems to extract and cite.