Google’s updated AI Search in 2025: What Veterinary Practices Must Know to Stay Visible

Google has launched a significant update in the US (before rolling it out internationally), integrating its powerful Gemini 2.0 AI model into search. This marks a shift towards a more AI-driven, conversational, and dynamic search experience—one that will directly impact how veterinary practices attract new clients online. If you’ve noticed Google’s AI-generated responses appearing at the top of search results, expect this trend to continue evolving.

For veterinary businesses, this means adapting to new SEO and digital marketing strategies to maintain visibility. Google’s AI Mode allows users to engage with search in a more interactive way, similar to AI chatbots like ChatGPT. Unlike previous AI Overviews, AI Mode is available for all search queries, allowing users to refine their searches and receive more tailored answers.

Google remains the dominant force in search, holding a 93.57% market share, but AI-driven search trends are growing rapidly. Recent data shows that traffic from AI-generated content increased by 123% between late 2024 and early 2025. As user behavior shifts, veterinary practices need to implement a more local, targeted approach to remain at the forefront.

1. Maximise Your Google Business Profile (GBP) - As AI-generated responses take up more space in search results, veterinary clinics must double down on local SEO through GBP - as Google Business Profile/ Maps, still drive a significant percentage of new business to Veterinary practices. This means:

   • Keeping business hours, contact details, and services updated

   • Ensuring you have maximised all fields within your listings (multiple categories, service, Q & A and more) - Request a free check from our team

   • Regularly posting photos, announcements, and pet health tips

   • Actively requesting daily and responding to client reviews to build trust

   • Using GBP posts to share promotions, events, and service updates

2. Conversational Content Will Outperform Traditional SEO - Google’s AI Mode is changing how pet owners search. Content should be structured in a natural, Q&A format, with a focus on granular queries:

   • Answering common pet care and veterinary-related questions

   • Adding FAQs on service pages for improved visibility in AI-generated responses

   • Creating educational content that reflects real-world search queries and customer intent in mind

3. Schema Markup & Rich Snippets Will Help You Stand Out - Structured data helps Google understand your site and increases the chances of appearing in AI-powered search results. Implementing schema for:

   • Veterinary services (e.g., emergency care, dental services, vaccinations)

   • Reviews and ratings (boosting credibility in search results)

   • Frequently asked questions (providing clear answers for AI-generated snippets while keeping tone of voice conversational)

4. Diversify Beyond Google Search - With organic rankings shifting, veterinary clinics should build an omnichannel presence, including:

   • YouTube and Instagram videos showcasing pet care tips

   • Facebook and local community groups to connect with pet owners (where possible put in back links to articles, specific service pages and more on your website)

   • Engaging on popular, local and veterinary-specific directories and forums

5. Build Credibility Through Trust Signals - Google’s AI prioritises content from trusted, authoritative sources. Veterinary clinics can strengthen their online reputation by:

   • Encouraging clients to leave detailed, positive reviews

   • Providing well-researched content backed by veterinary expertise and experience

   • Keeping all website and social media information up to date

6. Google Ads Will Deliver the Most Reliable Visibility - With Google generating over $162 billion a year from ads, they have no intention of reducing their presence in search results.  We have a large number of Vets gaining great measurable (ROI) results from their Google Ads.   Veterinary clinics that already use Google Ads should:

   • Check if their ads are still performing at max (if not with us, we are happy to provide an independent review - we have found some sad stories...)- reach out to our vet marketing team.

   • Invest in Local Services Ads to secure top placements in the results

   • Run targeted campaigns for vets near me, urgent care, vaccinations, and wellness services  (target campaigns relevant to your relevant service priorities, and keyword opportunities in your unique area)

Google’s AI-driven updates require a proactive approach to digital marketing. While traditional SEO alone won’t guarantee high rankings, veterinary practices that optimise their Google Business Profile, invest in Google Ads, and create high-quality, conversational content will maintain strong visibility.

• Google Business Profile is now the most important local SEO tool

• Google Ads remain an essential investment for visibility

• Content should be structured for AI-driven search with a conversational approach

• Schema markup and FAQs increase chances of appearing in AI results

• A strong social media presence will supplement traffic from Google

As Google’s AI Mode continues evolving, we will update our strategies and provide further insights. Staying ahead in 2025 means adapting now—if you’re ready to optimise your veterinary marketing, Get in touch with us today!