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Search Isn't Disappearing. It's Becoming a Conversation | E.26

Search Isn't Disappearing. It's Becoming a Conversation | E.26

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In episode twenty-six of "Selling to Healthcare," Lisa T. Miller does something different — she opens up the book she's writing right now and walks through chapter one while it's still in progress. The chapter is called The New Front Door to Your Business, and it's built on a single claim she wants every business owner to sit with: Google isn't disappearing, but the behavior around it has already changed. Lisa traces the shift from typing a few keywords and clicking through websites to asking a full question inside an AI tool — and the difference matters, because AI doesn't hand back a list. It interprets the question, evaluates what's out there, and may recommend a handful of businesses before the customer ever lands on a single website. She backs the shift with research rather than instinct: Yext found roughly 43% of consumers had used AI for local search in the previous month and 28% had tried a new local business on an AI recommendation, while McKinsey projects $750 billion in spending flowing through AI-powered search by 2028. She then works through the harder question — why a genuinely successful business can be missing from an AI answer entirely. Thin content, a site structure or schema that blocks bots, no answers to the questions customers are actually asking, no consistency, and content that reads as machine-generated rather than real. Lisa is direct about what happens next: when AI recommends your competitor, that customer goes there, and the signal compounds in the competitor's favor. She also looks ahead to bot-to-bot conversations, where the agents on your website negotiate directly with the agents doing the searching. Lisa closes with her own evidence — a year of focused work that now has her consistently surfacing in AI, the number one Google spot for "selling to hospitals," and years at the top of YouTube and Google in her consulting firm days that brought senior executives to her directly. Then the personal one: after coming up empty searching for a very specific doctor for her mother, she found the right physician through a back-and-forth with AI. Search isn't disappearing. It's becoming a conversation — and your business has to be able to participate in it. Highlights of this Episode Include: The New Front Door: Customers used to type "Palm Beach Gardens orthopedic practice" and click around. Now they ask a full question — and AI interprets, evaluates, and recommends before anyone visits a website.The Data Isn't Subtle: Yext found ~43% of consumers used AI for local search in the past month and 28% tried a new business on an AI recommendation; McKinsey projects $750 billion flowing through AI search by 2028. This isn't a someday problem.Why Good Businesses Go Missing: Not enough content, a site structure or schema that blocks bots, and no answers to the questions customers are actually asking. Bots that can't get an answer quickly will bounce and go elsewhere.Real Content, Not Machine Filler: AI can edit — Lisa is talking her whole book through and using AI to polish it — but the ideas have to be yours. Stories, examples, images of your work, and consistency are what signal trustworthiness.Losing Compounds: When AI recommends a competitor, the customer goes there and AI reads the signal to keep referring them. Speed is the counterweight — speed to answer, to pick up the phone, to follow up, to quote.Bots Talking to Bots: Today the bots crawl your site. Soon your site will need its own agents to answer, inform, and transact with them. Conversational agents already schedule appointments and triage questions right now.Three Things to Do Right Now: Run a comprehensive analysis of your site's SEO, structure, schema, and AI visibility; build consistent content around what your customers actually ask; and put an agent or two on your website. Reports referenced in this episode: https://www.yext.com/resources/consumer-search-behaviors-full-report https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/new-front-door-to-the-internet-winning-in-the-age-of-ai-search Learn more about Lisa at https://lisatmiller.com/about Book an appointment - https://calendly.com/lisa_t_miller/30min LinkedIn - https://www.linkedin.com/in/lisamiller/ Learn about Lisa's Workshops: https://fluentinhealthcare.com/https://healthcaresalesmasterclass.com/
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