Our SEO team at GDW is continually striving to stay at the forefront of digital marketing strategies for dentists. Last week, we had the opportunity to travel to New York City for MozCon, one of the leading SEO conferences in the country. It was an incredible opportunity to hear directly from some of the top minds in search, content strategy, and digital marketing. The night before the event, we attended a networking session where we met several of the speakers and connected with leading innovators in the world of SEO and AI. Over the next two days, we gained more insight than ever into how search is evolving and how we can adapt at GDW to ensure our SEO clients continue to achieve online success. 

1. AI Hasn’t Replaced Search, But It Has Changed How People Search

One of our biggest takeaways came from Lily Ray’s session: AI tools like ChatGPT are not replacing search engines; they are expanding how people look for information. Patients now mix traditional Google searches with conversational tools, asking “What’s the best cosmetic dentist near me?” or “How much do dental implants cost in [city]?” in an AI chat instead of a browser.

Although only a small percentage of traffic currently comes from large language models (LLMs), this number is growing rapidly. For dental SEO, that means it is no longer enough to optimize for blue-link rankings (the links you see on a traditional Google search). We now need to optimize content so AI can easily cite it. High-quality, geographically focused content remains the foundation. Practices that provide the most trustworthy, helpful, and locally relevant information are the ones AI tools surface first.

2. Discovery Happens Everywhere, Not Just on Google

Paul Norris reminded everyone that people spend a lot of their time on places beyond search engines. The rest takes place on video platforms, social media, and other organic channels where people discover brands before ever typing a query.

For dentists, this means brand visibility must extend beyond the website. Videos showing smile transformations, short-form content on Instagram or TikTok, and educational YouTube videos about procedures all work together to build trust. Patients consume information like a playlist. They might watch a video first, then read a review, and finally Google the dentist’s name. Building that journey across multiple platforms is key to consistent growth.

3. AI Rewards Authentic Expertise

Another major theme across multiple speakers was that expertise matters more than ever. Whether it is Google’s algorithms, AI Overviews, or ChatGPT, every system is trying to identify genuine expertise and authentic voices. Overly polished marketing content often performs worse than insights directly from professionals.

For dentists, this means showcasing their real faces, credentials, and experiences. Content written or recorded directly by the dentist that shares professional opinions, common patient questions, or real cases signals authority and trust. This type of first-person content performs better in AI-driven search because it proves authenticity. It is no longer enough just to be seen; you need to be believed and chosen.

4. SEO Now Includes Reputation, PR, and Brand Demand

Misty Larkins and Chima Mmeje emphasized that AI systems look beyond your website. When AI engines summarize information about your practice, they pull from online reviews, local media coverage, and other mentions of your brand. In short, Google can tank rankings overnight, but it cannot erase demand for your brand.

That is why reputation management, digital PR, and proactive content creation now play a significantly larger role in achieving SEO success. Publishing expert commentary, local news features, and quotable insights positions dentists as authorities that AI can reference when users ask about “the best dentist near me.” For our dental clients, this means consistent local PR and brand-building efforts create long-term visibility and trust signals across both search and AI platforms.

Conclusion: Staying Ahead in the AI Era of Search

MozCon confirmed what we have been seeing in the field: AI is not a threat to SEO; it is an opportunity to reach patients in new ways. The landscape is shifting from ranking pages to building visibility across multiple platforms and content types. For dental practices, the goal is simple: be present, be trusted, and be chosen wherever patients are searching, asking, or talking.

At Great Dental Websites, we are integrating these insights into every SEO campaign we manage. From AI search tracking to content strategies that highlight each dentist’s expertise, we are dedicated to helping our clients remain visible in this evolving search landscape. The future of SEO is already here, and we are excited to keep learning, testing, and leading the way.