Let’s talk about something nobody’s saying out loud: SEO isn’t dying—but the way you’ve been told to do it? That s**t is over.
Google’s not just pulling websites anymore. It’s pulling answers. From AI. From structured data. From context. And unless you’ve got something real to say—something no one else is saying—it’s not gonna pull you.
I had a colleague last month tell me she was paying $1,200 a month to an SEO firm that promised she’d rank on page one in three months. I looked at her site. The copy could’ve belonged to anyone. “Integrative, compassionate, evidence-informed wellness.” Cool. So is everyone else.
It’s not enough to be online. You have to be unforgettable.
Here’s the gut punch: If ChatGPT can write your About page, why would anyone need you?
AI is trained on averages. It pulls from everything that already exists. So if your brand, your content, your tone, your clinical message is just another “me too car,” then guess what? You’re gonna get swallowed up by the algorithm and spat out into the pile of generic practitioner soup.
But if you’ve done the hard work of getting clear—of naming your niche, owning your weird, speaking directly to the pain points your patients actually live with—that still cuts through. That still ranks. Not just in SEO, but in people’s brains.
And that’s the shift right now: it’s not about being seen. It’s about being known.
AI can’t out-human you. It can’t tell your story. It can’t replicate your voice. But if you haven’t done the work to develop those things? It absolutely can replace you.
So what do you do about it?
- Stop outsourcing your voice.
SEO firms can polish your grammar, but they can’t find your soul. You’ve got to write—or at least dictate—the bones of your content. Talk like a human. Be specific. Say what you actually do. - Own your clinical lane.
Niche down so hard it’s uncomfortable. You treat trigeminal neuralgia in postmenopausal women who’ve been dismissed by six doctors? Hell yes. Now you’re Google-able. - Speak to your people.
Write the page they need to read—not the one you think sounds professional. Your job isn’t to impress your colleagues. It’s to make your future patients say, “Oh my god, finally someone gets it.” - Be findable and unforgettable.
SEO isn’t about traffic. It’s about conversion. And conversion happens when someone knows, immediately, that you’re the one they’ve been looking for.
We’re entering a new era where AI is gonna flood the internet with cheap, recycled content. That means your only real advantage? Is being real.
So yeah, SEO is changing. But so what?
If you’re rooted in your voice, your mission, your lived experience—if you’re building something with a spine—you’ll still rise.Not because the algorithm favors you.
But because no one else sounds like you.
