In this episode of Dental SEO 101, Ross Dunn shares key 2026 dental SEO and AI predictions, insights on AI-driven search changes, Google Ads updates, and practical tips to keep your dental practice ahead in the evolving digital landscape. Essential listening for staying competitive and informed in dental marketing.

🚀 Top Takeaways from This Episode

1. OpenAI Ads Are Coming—But Not for Everyone
OpenAI will soon show ads to free and Go tier users, but if you’re on Plus, Pro, or Enterprise, you’ll remain ad-free. Conversations won’t be shared with advertisers, and sensitive topics (like health and politics) will avoid ads. However, as Ross Dunn points out, these privacy and separation promises might vanish fast once revenue pressures ramp up.

2. Perplexity Pulls Back from Ads—For Now
Perplexity has stopped ad testing, emphasizing user trust in AI answers over revenue—a bold move in tech. Ross Dunn encourages practices to watch these shifts, as they will shape how your marketing reaches patients through AI.

3) 2026 SEO & AI Predictions for Dental Practices

• More Practices Will Post AI Ethics Statements
Build patient trust by being transparent about your AI use. Show exactly where humans and AI fit into your workflow.

• Fighting the ‘AI Slop’
Expect to see sites emphasizing “human-written” content as generic AI copy floods the web. Stand out by adding unique stories and personal touches to your content.

• Google Search Console (Still) Won’t Show AI Performance Data
Don’t expect breakthroughs from Google here yet, though Bing is leading with a new AI Performance Report that shows how your content is cited by Microsoft Copilot.

• Brand Storytelling Is Your Superpower
Dry, generic websites will continue to fade. Practices that showcase their personality, story, and patient experience will win online.

• Beware of Chasing AI Search Results
Over-focusing on “AI SEO” can hurt your standard SEO and tank your practice’s online exposure. Stick to building authority and quality content for sustainable success.

⚠️ 4) Major Changes in Google Local Search

Google has removed the “call” button from local search results unless you’re paying for Google Ads. This change means being visible is no longer enough—you may need paid ads to keep those direct calls coming in. Ross Dunn recommends running Google Ads alongside your SEO efforts to maintain those leads.

5) Quick Stats & Insights

• AI Overviews Reduce Clicks: Ahrefs data shows a 58% drop in top-ranking page click-through rates when AI overviews appear.
• ChatGPT Search Behavior: 69% of users still use keywords (like “dentist near me”), but voice and natural language searches are growing—so craft content for both kinds.
• AI Agents & Governance: Expect more news and public awareness around AI tools—but full adoption will take time.

• (00:17) - Intro
• (00:54) - OpenAI shares more details about ChatGPT Ads
• (02:04) - Perplexity stops testing advertising
• (03:11) - Ross Dunn’s SEO Predictions 2026
• (13:20) - AI Overviews Reduces Clicks as Much as 58%
• (14:20) - Bing Webmaster Tools officially adds AI Performance report
• (16:18) - Google Says Links Will Be More Visible In AI Overviews
• (17:34) - 75% of ChatGPT users rely on ‘keywords’ for local services: New data
• (19:50) - Local Pack “Call” Button is Now Pay-to-Play

🔒 Site Security is a Must By October 2026, Google will actively warn users against non-secure (non-HTTPS) websites. While most sites are already secure, double-check your practice’s main and secondary sites to avoid being left behind.

🎨 Multimedia Content Supercharges SEO Don’t just rely on text. Mix things up! Add before/after photos, educational videos, infographics, charts, and even audio clips to your site. This keeps visitors engaged and boosts your rankings on both Google and AI-driven search engines.

🏆 Authority Building Still Wins the Day Earned media—like local news features, interviews, community events, and awards—brings genuine authority to your online presence. AI and Google love to see you being vouchsafed by reputable sources.

📄 Format for Humans & AI Start your pages with a quick summary (the classic TL;DR!). Use headings, bullet points, and include your personal voice and expertise. Avoid generic, cookie-cutter AI content; quality and authenticity stand out more than ever.

🦷 Show Off Your Expertise (EEAT) Make it easy for Google and AI to recognize your expertise by showcasing your credentials, education, and awards on a dedicated “About” page. Link all your social profiles back to it, and vice versa.

🔄 Planning a Site Redesign? Do This!

• Back up & have a recovery plan (just in case!)
• Audit and preserve top-performing content and URLs
• Use 301 redirects if URLs change
• Double-check internal links
• Choose an SEO-friendly CMS (WordPress is a good bet)
• Keep/page improvements like boosting site speed, but don’t tinker too much with pages already ranking well
• Ensure the site is unblocked for search engines at launch!
• Monitor performance with Search Console and analytics

🤔 Has AI Changed the Game? Yes—and no. AI lets us do more, faster, but the foundations remain: high-quality, authoritative, helpful content. Don’t get caught up in hype; mix smart AI strategies with good old-fashioned effort and you’ll stay ahead.

• (00:00) - Intro
• (00:40) - Chrome To Warn Users Before Loading HTTP Sites Starting Next Year
• (22:45) - How to Add AI-Generated Multimedia to Your Content in 10 Minutes (With Real Prompts That Work)
• (04:38) - SEO for AI Search is Vital, But It Isn’t as Big of a Change As Many Want You To Think
• (06:34) - Enhancement Area 1: Authority Building
• (08:18) - Enhancement Area 2: Content Formatting
• (10:38) - Enhancement Area 3: Expertise
• (16:30) - GEO Startup Lorelight Shuts Down
• (18:39) - How To Maintain Rankings after a Redesign
• (23:54) - Closing & Contact Information

Thrive in the Age of AI Search

AI tools like Google’s overviews and ChatGPT are providing instant answers to basic dental questions. Instead of relying on those "what are braces?" searches, focus on making your website a living resource with:

• Genuine opinion pieces
• Helpful resources for all audiences (including the elderly and visually impaired)
• Regular content updates that add real value

Stand Out With Multimodal Content

Don’t just write – show, explain, and connect through various formats:

• Infographics and custom imagery
• Videos (including patient testimonials)
• Layer these elements over time so creating isn’t overwhelming

This not only serves your patients better, but also increases your chances to be cited by AI results!

Be a Local Pillar

Hyperlocal reputation matters more than ever. Support a charity, sponsor a local team, or let your staff champion the causes that matter to them—and tell these stories on your website. Bonus points: Get backlinks and testimonials from those you support!

Reviews, Reviews, Reviews

Third-party reviews, first-party testimonials, before/after case studies, and video thank-yous all help build trust and visibility. Don’t be shy; ask for them and display them proudly!

Don’t Fall for Cheap SEO Gimmicks

With AI buzz everywhere, some agencies are making big promises at low prices—often leading to messy, spammy outcomes that can hurt your website for months. Invest in trusted pros who build for the long-term.

Other Key Updates & Warnings

• Apple is gearing up to launch an AI-powered search for Siri in 2026. (“World Knowledge Answers” is coming but might use Google’s Gemini—shocking!)
• Google launched a new spam update. Following the rules? You’re okay. Cutting corners? Beware big traffic drops.
• Website security remains critical. Hacked sites can lose 50% of their traffic overnight. Protect yourself with strong passwords, two-factor authentication, regular updates, and thorough backups. (90 days is Ross Dunn's recommendation!)

Metrics That Matter

• AI search traffic (from LLMs like ChatGPT, Perplexity) now converts just as well as regular SEO traffic—but is still a tiny slice of total visits. This will grow, so get ready!
• ChatGPT referral traffic is on the rise and, for some sites, even higher than Bing.

Have questions or want your own SEO challenge discussed on the podcast? Email us at info@firstdentist.com!

• (00:00) - Intro
• (00:33) - How Dentists Can Stay Competitive in Search Results
• (08:34) - Apple to launch AI search for Siri in 2026: Report
• (10:11) - Google releases August 2025 spam update
• (11:51) - Ahrefs Launches Tracker Comparing ChatGPT & Google Referral Traffic
• (13:28) - Google Traffic Drops 50% After Site Hack; Recovery Can Take Time Says Google
• (18:50) - LLM traffic converts about the same as organic search: Research
• (20:19) - Google AI Mode may become the default Google Search experience “soon.”
• (21:52) - Nearly all ChatGPT users still rely on Google: Data
• (23:48) - Closing & Contact Information