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

🚩 Google Review Blackmail: What You Need to Know Scammers are at it again—posting negative Google reviews and then demanding payment (often in the form of gift cards) to prevent future attacks. Do NOT pay them!

• Report and flag the reviews on Google.
• Submit a support request via Google’s Help Center.
• Don’t panic. While Google’s response can be uncertain, every report helps your case.
• Need support? Reach out to us—we’re here to help you protect your reputation!

🗺️ Service Area Changes in Google Business Profiles Google now disallows adding countries or states as your service area for local businesses. Instead, you must specify up to 20 cities, postal codes, or specific regions within a two-hour drive from your location. This mostly applies to mobile dental businesses, but it’s good info for everyone managing listings.

📉 June Core Update & Search Impressions Drop A recent Google update has led to significant drops (40–90%) in search impressions for many dental practices. Don’t overreact or stress—these fluctuations are common during big updates. Monitor your metrics, and stay tuned for things to stabilize.

⚠️ Suspicious Review Warnings Some Google profiles are getting “suspicious reviews removed” alerts. If you see this warning after flagging blackmail reviews, let us know—it shouldn’t penalize you for protecting your reputation!

🤖 AI-generated Content & Google Rankings A study found that Google does not penalize AI-generated content—as long as the quality is solid. In fact, 86%+ of high-ranking pages had AI-assisted writing. The key? Blend human expertise with AI, and always focus on delivering real value.

🔎 New Google Search Console Feature You can now compare the past 24 hours’ performance with previous periods in Search Console. Small but useful for tracking the real-time impact of changes!

💻 Core Web Vitals Bug If you see a weird drop in “good” or “needs improvement” URLs (but not an increase in “poor”), don’t panic. This could be a sampling issue, not a sign your site is in trouble.

Quick Tips:

• Always respond to negative reviews professionally.
• Focus on building quality content (AI is fine IF you add your expertise!).
• Stay calm during Google updates—most changes iron themselves out.

Got questions or need personal SEO help? Email info@firstdentist.com.

• (00:00) - Intro
• (00:34) - Google Review Scams
• (02:08) - Google Disallows Adding Countries Or States To Service Area Businesses
• (03:12) - June 2025 Google Update May Be Affecting Local Search Impressions
• (05:29) - Suspicious Review Warnings on Google
• (07:21) - June 2025 Core Update Underway
• (08:07) - Google generates nearly 13% of People Also Ask answers
• (09:29) - Google Search Console adds 24-hour comparison views
• (10:23) - Possible Core Web Vitals Bug in Google Search Console
• (12:50) - Barely Indexed Sites Can Mean Google Isn't Convinced Of The Site Overall
• (15:20) - Google AI Overviews rank below Position 1 in 12.4% of cases: Study
• (18:11) - Ahrefs Study Finds No Evidence Google Penalizes AI Content
• (20:59) - Closing & Contact Information

Google’s AI Overviews & Ads: What’s Changed? Google’s new AI Overviews are now appearing in search results, and surprisingly, advertisers are seeing the same rate of paid clicks whether AI is involved or not. What does this mean for you? Paid ads remain a vital piece of the marketing puzzle—even as search changes. If you’re running ads, you now have three placement options: above, within, or below the AI answer. Make sure you’re taking advantage!

Heads Up: Google is pushing “AI-powered” automatic bidding for ads, but Ross Dunn urges caution. These systems are a black box and often give you just the basics—conversions with very little context. A skilled ad specialist can capture granular insights on how your money is spent, which helps you make better advertising decisions.

Google Business Profile Updates If you’ve noticed changes in your Google Business Profile Q&A section, you’re not alone. Google is showing these only:

• If a user clicks a map pack result in search
• Across all searches in Google Maps You can still access all questions and answers via your business profile, so keep them updated! Proactively answer common or potentially deal-breaking questions—this saves time and may help convert more curious searchers into patients.

Is Your Data Telling the Truth? Traffic analytics are trickier than ever. With the phase-out of Universal Analytics (GA3), privacy changes, ad blockers, and now AI overviews in search, website traffic data is less reliable year-over-year. The key takeaway:

⭐ Focus your tracking and reporting on conversions, not just general traffic. ⭐

Make sure your conversion tracking (calls, form fills, multi-page visits, etc.) is properly set up. If you’re not sure, ask your team or reach out for help!

AI Agents & Website Congestion – Is Your Hosting Ready? AI bots are crawling the web more than ever. If you run a larger site or your hosting is on the basic side, be prepared to monitor and upgrade as needed. Limit plugins on WordPress, review your robots.txt, and consider a content delivery network if your site is media-heavy.

New in Google Search: AI Mode & “Deep Search” US users now have an “AI Mode” in Google Search—with much longer, more in-depth answers. The new “deep search” can even generate expert-level reports citing multiple sources. Cool, but also full of potential inaccuracies—double-check before trusting important info!

The best news? Google Search Console will soon show data from AI-driven searches so you can see how much AI traffic you’re really getting.

Final Word: The digital landscape keeps shifting, but a solid focus on conversions and consistent profile management is key. Got questions or need help setting up tracking? Reply to this email or reach out at info@firstdentist.com.

• (00:00) - Intro
• (00:48) - A Note on the Future of Ads in AI
• (05:33) - Google testing “recently viewed” label
• (06:30) - Google Search Ranking Volatility Heats Up May 29th
• (07:07) - Google Updates When Local Questions & Answers Display
• (09:49) - A Note on Traffic Analysis
• (14:59) - Google’s Gary Illyes Warns AI Agents Will Create Web Congestion
• (18:46) - Google launches AI Mode to all U.S. searchers
• (20:42) - AI Mode in GSC
• (21:45) - Closing & Contact Information

🔍 LinkedIn Engagement: What Works Now

A recent LinkedIn study analyzed over half a million posts and found:

• Posts with links get 13.57% more interactions and 5% more views.
• Carousels drive the highest engagement (45%).
• Polls double engagement rates.
• Pure text posts perform worst.

Takeaway: Next time you post about your practice, add value with links, try interactive polls, or experiment with carousels to stand out!

🦷 Google Business Profiles: Watch for Review Bugs

A pesky bug is causing old, fake, or previously removed reviews to show up again in Google Business Profiles. Google has acknowledged this, but fixes may take time.

Tip: Double-check your online reviews and report persistent fakes. Stay vigilant, as these issues can resurface unexpectedly.

🤖 AI Search & Overviews: How Dentists Can Stay Visible

AI is changing how people search—and how Google decides which practices get seen. Organic search traffic is seeing a shakeup, but not all drops are bad news for patient acquisition. Here are Ross’s top tips:

1. Add Structured Data (Schema Markup)

• Think of it as a roadmap for search engines. Highlight key info like services, staff credentials, or new technology for richer search results.

2. Target 'Long Tail' Search Terms

• Use natural language phrases, especially for voice search. Patients are searching with full, detailed questions more often.

3. Use Authentic Images & Videos

• Regularly create and share office videos or patient experiences (with permission). Batch filming can create months of content in a single day!

4. Prioritize YouTube

• Repurpose videos for YouTube. High-quality, authentic dental videos can boost local visibility.

5. Encourage (But Carefully Manage) Interaction

• Discussion and comments can signal valuable content, but moderation is key to avoid spam or headaches.

6. Update Key Content Regularly

• Refresh cornerstone pages when you upgrade technology, add staff, or change locations. An up-to-date site signals life to both Google and potential patients!

🚩 AI Content & Google’s Quality Standards

Google’s new Quality Rater Guidelines are here. Key points:

• Don’t publish generic, low-effort AI content. Always edit, personalize, and expand with your expertise.
• Avoid misleading claims. Double-check AI-generated facts.
• Add value above the basics. Your unique perspective and local reputation matter!

🛡️ A Look Ahead: Controlling AI Access to Your Content

There’s early buzz around a new standard, LLMs.txt, which seeks to let site owners better control how AI crawlers (like ChatGPT and Google’s Gemini) use your content. While still in the proposal phase, it's something to watch—and First Dentist will be ready to implement when it’s industry standard.

💡 Final Thoughts from Ross

SEO and search are moving targets—especially with AI in the picture. But with the right strategy, dental practices can keep growing. For personalized help or to get your next question answered on the podcast, drop us a line at info@firstdentist.com!

• (00:00) - - Intro
• (00:36) - - LinkedIn Engagement Study: Links & Carousels
• (01:51) - - Google Business Profile Bug: Removed Reviews Resurfacing
• (02:56) - - Improving Your Site's Visibility in AI Search
• (04:17) - - Tip 1: Add Structured Data with Schema Markup
• (05:26) - - Tip 2: Target Long-Tail Keywords for Voice Search
• (07:31) - - Tip 3: Incorporate Images and Videos
• (10:18) - - Tip 4: Encourage Visitor Interaction
• (11:14) - - Tip 5: Keep Your Content Fresh
• (13:11) - - Google Quality Rater Guidelines Update
• (15:56) - - AI in Search: Google AI Overviews Self-Linking Issue
• (16:53) - - Google Using AI to Clean Up Paid Ads
• (18:03) - - LLMS.TXT: Proposed Standard for AI Content Crawling
• (22:51) - - Closing & Contact Information

Join Ross Dunn as he dives into essential strategies to protect your dental practice from Google suspensions. Learn about common pitfalls and how to navigate them effectively. Plus, uncover fascinating insights about AI and its impact on the SEO landscape.

🔥 In This Episode:

1. Search Volumes Are Soaring
Did you know Google now processes over 5 trillion searches per year? That’s 158,548 per second! The opportunity to be discovered is greater than ever—make those listings count.

2. Google’s Fingerprinting Ban Is Gone—What Does That Mean for You?
Google has lifted its ban on “fingerprinting”—a way advertisers track you across different browsers by collecting info like your OS and screen resolution. Firefox offers better protection, but privacy is harder to maintain. Watch for those "creepily accurate" ads!

3. Chegg vs. Google: The AI Overview Controversy
Educational giant Chegg is suing Google for using their content in AI Overviews—those summary answers at the top of search results—without sending any traffic back. This matters for dental practices: If Google uses your content for its own summaries, you might lose visitors. Stand out by sharing unique details and going deeper than your competitors.

4. Behind-the-Scenes of Dates on Your Content
If you show both “date published” AND “date updated” on your articles, Google may get confused and prioritize the older date—hurting click-throughs. Best practice: Display a single, relevant date to showcase freshness. In your SEO schema (the hidden part), it’s okay to list both.

5. Google Business Profile: Avoid Major Changes!

• Suspensions Are Up: Innocent edits (like changing your practice name or categories) can get you suspended for a month or more.
• Stick with Minor Updates: Adjust hours, photos, and videos—it’s safer and even encouraged.
• Local Ranking Trick: If your homepage ranks organically, use a service or location page as your website URL on your Google Business Profile. This could help you show in BOTH local (map pack) and organic results—without filtering yourself out.

6. Survey Says: Google Is Losing Trust

• 42% of people say Google is less useful
• 61% of Gen Z use AI tools instead
• Quality and trust are slipping—now’s your time to stand out with genuine, quality content

7. AI Search: Proceed with Caution
New research shows AI chatbots make mistakes (over 60% wrong answers!) and even fabricate citations. Rely on quality, well-attributed sources for your content—and be wary about trusting AI for accurate references.

Takeaways for Dental Practices:

• Keep your content up-to-date, but don’t clutter it with too many dates.
• Make only minor, strategic changes to your Google Business Profile—consult with your SEO if in doubt.
• Add detail, local flavor, and regular updates to your website to appeal to both users and AI-powered search.
• Stay cautious with new AI tools and watch your website’s traffic like a hawk.
• Unique, high-quality content will give you the edge as Google—and your patients’ search habits—change rapidly.

• (00:00) - Intro
• (01:36) - Firefox May Not Be a Privacy Champion
• (03:23) - The AI Content Dispute That Matters
• (05:31) - Optimize Page Date Display
• (07:31) - How to Avoid Google Business Suspensions
• (10:20) - Make Only Minor Changes to a Google Business Profile
• (12:05) - Google is Losing Marketshare
• (13:38) - How Dentists Can Differentiate
• (14:31) - Be Careful Using Chatbots For Your Practice

Episode 4 of the Dental SEO 101 Podcast is packed with can’t-miss news and actionable tips to help dental practices like yours stay sharp, compliant, and ahead of the competition.

Here’s a quick rundown of what we covered:

🚨 New FTC Review Guidelines = Big Fines

• FTC has dropped new review regulations with penalties of up to $50,000 per violation for fake, paid, or suppressed reviews—even if they’re AI-generated or come from insiders.
• Your best move: Keep reviews authentic and never incentivize with discounts or gifts.

😬 6 SEO Practices to Stop ASAP

We break down what’s outdated and risky for your website, including:

• Buying expired domains for SEO benefit (doesn’t work anymore!)
• Purchasing links solely for rankings
• Keyword stuffing (Google’s smarter than that)
• Copying competitors—be unique and add your expertise
• Adding content “for Google” instead of your patients
• Blindly following broad SEO case studies without considering your unique situation

🏆 What Sets Top Dental Sites Apart?

Learn the secrets from the most successful local practices:

• Show genuine personality and real patient moments on your website
• Keep your Google Business Profile fresh (including updating hours and posting photos!)
• Respond to every review, personalize your thanks, and always handle negatives gracefully
• Be active and authentic on social media—show your practice culture

📱 SEO News You Need to Know

• SearchGPT is coming: It uses Bing, not Google! Make sure your site is indexed on Bing to maximize future AI search referrals.
• Core Web Vitals: Don’t obsess—focus on good user experience, not perfection.
• Content length myths: There’s no magic word count. Unique, valuable content wins, whether it’s short or long.
• SEO tools: Use them wisely, but don’t rely on them entirely. Real-world experience matters most.

💬 Got Questions?

We love answering your SEO questions—email them to info@firstdentist.com for a chance to be featured on the next episode!

Listen to Episode 4 now for the full insights and more practical tips to empower your dental practice’s online presence.

• (00:35) - A fake review could cost you $50,000
• (02:18) - Real-world examples of fake review fines
• (02:43) - Six SEO practices you need to stop right now
• (02:57) - Expired domains - the pros and cons
• (04:12) - Buying paid links
• (05:05) - Adding the meta index follow
• (05:31) - Scraping Google search features
• (06:03) - Questionable keyword use
• (06:47) - Copying your competitors
• (08:21) - Case Study Limitations in SEO
• (11:04) - Engaging Dental Website Tips
• (12:15) - Maintain your Google Business Profile
• (13:41) - How to handle positive reviews properly
• (14:12) - How to handle a negative review properly
• (15:05) - Leveraging community involvement
• (16:30) - Dental website URL best practices
• (17:16) - The importance of site health
• (19:14) - Ideal content length for SEO
• (20:43) - Over-reliance on SEO tool metrics
• (23:04) - How to be found in Search GPT