EPISODE 419: AI and Search

Hey, chiropractors. We're ready for another Modern Chiropractic Marketing Show with Dr. Kevin Christie, where we discuss the latest in marketing strategies, contact marketing, direct response marketing, and business development with some of the leading experts in the industry. 

Dr. Kevin Christie: [00:00:00] Hey doc, welcome to a solo episode where today I'm gonna talk about AI and search and what that's going to mean for, for our practices. I think it's, um. We're hitting that point, and, and I'll kind of come right outta the gates with a story of that. I actually had a, uh, 69-year-old patient who came in, new patient and I asked him, as we always do, how he found us.

And he had mentioned he found us through GR and I was like, oh, wow. That's, uh, one, the first, uh, new patient I've had, say they got us from AI search and two. I was surprised he was 69 years old, uh, and, and being the first one to tell me that. Uh, but I was intrigued. So I asked him, you know, what did you prompt, uh, grok to to that found me?

And so he told me. Uh, so I'm in Boca Raton, Florida. Uh, there's a particular chiropractor up in West Palm Beach, Florida about 45 minutes away, and his daughter was seeing that chiropractor. And his daughter raved about that chiropractor, but he didn't want to [00:01:00] drive that far. Uh, so he prompted gr and just said, uh, you know, find me a chiropractor like Dr.

First name, last name in, who's in West Palm Beach, but I want that chiropractor to be in Boca Ratone, Florida. And that's how he prompted gr and it's, it's bit me out. And it was very accurate 'cause that particular doctor I know and is a great, um, provider up there and does very similar techniques as me and trains similar stuff.

I've actually taken a course that he hosted at his office, um, or he didn't te teach it, he just hosted it there, an a RT one. But, uh, yeah, so it was accurate in who it had fed to him, and I was, uh, very, very intrigued by that. And so, uh, that was our, uh, first, uh, new patient from Grok and, uh, not, not our last hopefully, but I think it's gonna change things.

So I'm going to, uh, read a couple different prompts that me and, uh, uh, another team member had did here. And so the. The [00:02:00] first prompt we did was, and this was to gr you can, you know, plug in whatever, uh, Chad, GBT, or Claude, any of the different ones. Um, but it was best Sports chiropractor near Boca Raton, and this is what it spit out.

Uh, quote, I don't have enough current data to definitely crown the best sports chiropractor in Boca Raton as of March 12th, 2025, but I can point you toward some highly regarded options. Based on available information and patient feedback. Here's a rundown of standout contenders, and the first one happened to be us, so here he goes.

Hopefully chiropractic and sports recovery gets a lot of buzz for its focus on athletes led by Dr. Kevin Christie. This practice emphasizes sports recovery with services like adjustments, manual therapy and rehabilitative exercises tailored to performance and injury prevention. Uh, patients, including triathletes and NFL players, praise its role in boosting recovery and reducing pain recurrence.

It's a solid pick if you're into a comprehensive athlete centered approach. Uh, for a more personalized [00:03:00] recommendation, I'd need specifics on your needs, say the type of sports injury. Or the type of sport injury or therapy preference. If you want me to dig deeper into X posts or web reviews for real time sentiment, just say the word based on what's out there.

Health fit seems to lead the pack for sports specific expertise, but all these options have their fans for a reason. Who's, and so that's, um. That was the prompt, uh, that we did, and that's what it spit out, which was favorable for us. Um, we also had done a second one, which was Best Shockwave Therapy, Boca Raton.

And this, um. Was its response. Uh, I was your, uh, I assume you're asking about shockwave therapy in the context of sports related care. Given your earlier question about sports chiropractors in Boca Ratone. If I've got that wrong, let me know and I'll pivot accordingly. Uh, since Shockwave therapy is often used for musculoskeletal issues like tendonitis, plantar fascitis, or sports injuries, I'll focus on providers in Boca Ratone that offer it.[00:04:00]

With a sports lens as of March 12th, 2025. Here's what I've, uh, found based on available information. And then it lists us first, uh, which I thought was good for us as well. Um, and we had done, uh, a really nice, and we've gotten some good results on it, but we did a great shockwave page, uh, on our website, very robust.

And, uh, you know, it, it was, it's just interesting to see. That people are going to, people are starting to, um, use the AI searches to find their providers and, um, what are we gonna do to try to be first on those answers? I think for us what benefits is we've been creating content and testimonials and reviews and just a lot of total web presence for like 10 years now.

And I think that's helped, uh, feed the, the search prompts. And then shortly after [00:05:00] that, uh, you know, Parker Vegas was. Was held. And, uh, Gary Vanerchuk, Gary V uh, who many people know, he was one of their, um, keynote speakers. I wasn't there, but one of my friends was there, one of our colleagues. And he said that Gary V talked about this, uh, subject in depth about AI in search and how it's going to impact Google Ads, how it's gonna impact Google search, and that you need to be consistently creating content.

To be able to, uh, you know, really, uh, be the, the best answer, or at least in the top answers of, uh, the chat GPTs and the Groks and the Claudes of the world. And there's other ones, and he just talked about, uh, those who are gonna create consistent, valuable content. Over time is going to do better in the AI search world.

And I, I feel like it was like a, uh, a great [00:06:00] moment, um, because I've been preaching that for, for a long time now, ever since I learned about content marketing, uh, about 10 or 11 years ago through the Content Marketing Institute. And it was all about creating content to position yourself as an expert, which you still need to do.

Content marketing for Google search. But now those that are creating consistent content, which we've been preaching for years now, um, are going to do better in AI search. And, and that was what Gary V was talking about. And, and that was kind of the whole basis of his talk. And so you need to be. Uh, creating that, you need to be doing that for sure.

Um, and so I then went and I asked Google because if you notice now if you, if you type things into Google, it gives you an AI answer on the top from its ai. And um, I. And so I asked, uh, you know, is, is uh, AI going to significantly change search? And it answered, yes. AI is significantly changing search by enhancing algorithms, [00:07:00] understanding your intent better, and potentially leading to more personalized and conversational search experiences.

While also impacting SEO strategies. Here's a more detailed look at how AI is impacting search. One. Enhanced search algorithms and user intent. AI powered algorithms like Google's rank brain analyzer. Uses queries in context to provide more relevant and accurate search results.

Semantic search is becoming increasingly important where AI helps search engines understand the meaning and context behind search queries going beyond simple keyword matching. So, you know, Google search or search in general over time has been about keyword matching. Uh, AI is gonna change that. It's gonna be a lot more complex than just matching keywords.

AI can analyze context, synonyms, and even the emotional tone of a query leading to more accurate and personalized results. [00:08:00] Number two, RI rise of AI driven search experiences, AI powered search engines and chatbots. Offer a more conversational and interactive search experience, allowing users to ask questions and receive answers in a more natural way.

Uh, generative AI tools can summarize information, provide explanations, and even generate content, potentially changing how users interact with search results. AI overviews are being introduced by search engines like Google, offering AI generated summaries and links to relevant sources, which can be more helpful for complex questions.

Number three, impact on SEO and content creation. Um, so this is a big part of what we preach and what we, uh, do for our clients, uh, content creation and such. Um, alright, so number three, impact on SEO and content creation, SEO strategies need. To adapt, to focus on understanding user intent and creating high quality, [00:09:00] relevant content that resonates with users rather than just keyword stuffing.

Uh, I often, when I present on content marketing, I give the definition of content marketing from Joe Puli, and the words creating high quality, relevant content are in his definition of. Being a great content creator. Uh, so you gotta, you got, it's just, it's just all coming together. I think for those that have been creating content or those that are gonna start creating content, uh, it's been pretty cool to see this, uh, come to fruition as AI is becoming obviously more prevalent.

All right, next part. AI generated content is becoming more prevalent, but it's important to ensure that it meets the same quality standards as human written content. I wanna reread that 'cause a lot of people are gonna just start creating AI generat generated content. And I want to clarify, if let's say you shot a five minute video.

That's your information. [00:10:00] And then you took that video and you took the script of that video. You ran it through something like the script, and you took the transcript and you ran that through, uh, a, uh, ai and you asked it to create a blog that is not ju that is not purely AI generated content that is actually AI plus human created content versus if you just said, create a blog on headaches for me.

And you asked it to do it, it would do that for you, but that's just purely AI generated. Okay. Um, organizations need to focus on producing content that is distinct from AI generated content, which just summarizes what I just told you, uh, as a chiropractor, and this is where I think our. Um, marketing done for chiropractic program is separates itself, is that we teach you to actually shoot four videos or give us audios and then we produce all the content for you.

Uh, yes, in some ways leveraging ai, but in some ways not, but leveraging it. But it's [00:11:00] your voice, it's your content. And so as it says right here, again, I'll reread it. Organizations need to focus on producing content that is distinct. From AI generated rated content, emphasizing a personal approach and unique perspectives.

So you don't wanna fall into the trap of saying, no, I'm gonna have marketing, but it's all gonna be AI generated. You can leverage ai, but we need, uh, your unique perspective.

Number four, potential challenges and considerations, the accuracy and reliability of AI generated information. Are important considerations as AI can sometimes provide incorrect or misleading answers. The impact on traditional search engines and websites is a concern as AI driven search experiences could lead to users spending less time on individual websites.

Yes. So that's the thing, right? I still think your website needs to be your hub. There's website. You need to have a website. You need to make sure it's a living, breathing entity with content on it. [00:12:00] But you, we should, we, we, we probably will start to see websites not have as much impact on SEO, but if you're creating content consistently, um, you are gonna just offset that with more AI search results.

And then lastly, the future of search is likely to be a combination of traditional search engines and AI power tools with AI enhancing the search experience rather than replacing it entirely. And so that was me asking me prompting. Google and then Google giving me its AI generated answer, which was in fact telling us that yeah, Google, traditional Google search and what we know is search and SEO and all the other things are gonna be impacted as we go.

And so I want you to be ready for that. It doesn't have to be, uh, complicated. Right. So, you know, my advice is, is whether you're. I think sometimes, uh, chiropractors get frustrated 'cause they, they start to create content. They don't turn [00:13:00] into influencers or they don't see a ton of engagement per se. Uh, or they don't have a direct new patient said, oh yeah, I saw your video on YouTube or your Instagram post.

And so they stop creating content. My advice is you gotta, and this goes back to Gary V he said this years ago, is you gotta consider yourself a media company. And I consider my practice a media company. In a, in a sense, and we act as though that is, we get so much content out there in our community. I consider it MCM as a media company.

I try to get as much content out to you as possible. Um, and you gotta consider yourself a leading educator in your community and kind of like a media company, and you just have to continue to consistently create. Content and get it out there, right? And, and, and just make it part of your practice and business development as a chiropractor.

And if you're a business owner, you gotta look at it as you are a. A doctor and you're an [00:14:00] educator and your content that you're creating isn't gonna turn you an influencer. Most likely. Maybe it does, but that's not the point. It's to have a total web presence. If you do that consistently, it's going to, uh, help your practice grow over time.

And yeah, you gotta look at ways to, um, make that load easier for you. Right. So, uh, and you, maybe you do have to spend some money on marketing, right? And I think that's another misconception that a lot of car is that. They hang their hat on, not spending money on marketing, but almost all good businesses spend money on marketing.

It doesn't have to be 10%. Some people say that if you get to that point, that's fine. If it's working, spend more money and spend, uh, if it's got an ROI. But don't just blanket throw 10%. And anybody that says you have to spend 10% of your revenue on marketing, um, isn't giving you all the facts. You, you work your way up to that, uh, or you don't, you know, if it's that good and it's compelling or you, you're just really getting a lot of referrals, stuff like that.

It's, it's something to [00:15:00] determine, but you have to spend money on marketing. You just have to, uh, chiropractors, we've just become so notorious for just not wanting to spend any money on anything and expect to grow. And then we'll, we'll kind of hang our hat on. It's like, oh, well, my, my, you know. My overhead's low.

I was like, yeah, but your revenue's really low too. And we, there's a give and take there. You gotta spend money to make money at certain points. And so you gotta be doing marketing. You gotta spend a little bit money on it. Not a ton. Um, but yeah, maybe you do wanna run some ads or maybe you want to offload this, uh, some of this to it, you know, and I, I, our clients are offloading a lot of it.

They're, they're shooting four videos. They're getting it to us, and we're posting this on everything from Instagram to YouTube, to Google Business Profile, uh, to emailing their patients for them every week. Um, blogs every other, uh, month. I mean, we're doing a lot of things and getting a lot of content for our clients.

And ultimately, if you do this consistently, um, uh, you know, you're [00:16:00] going to grow your practice and it's gonna be a lot easier for you. And so you don't have to worry about doing all the production of content and distribution. You'd have someone like us do it for you. Uh, and you get that out there, and then you can focus on the things, um, you know, like treating patients and running business and community outreach.

Like that's some of the things that. I, I love about our program is not only we do that marketing for you, but we also have the coaching component to you. And we're giving you a lot of strategies to help grow your business outside of just content. 'cause you can't, you can't build your practice and build just a killer practice by sitting by a computer and creating content.

Either that's not how it works. Like you gotta be really good clinically and you gotta communicate well and you gotta be a leader and we gotta, you know, coach you on those types of things. You gotta get you in the community a little bit. Um, you gotta have team meetings and what that looks like to develop your team, you gotta hire, right?

There's a lot to it. Um, and that's why you need someone in your corner to help you with that. Um, and that's why we're, we're, we're helping chiropractors do that, but [00:17:00] too many of you aren't doing any content at all. And I think, um, over the next coming years, those who are, and those who are doing it consistently are gonna start seeing five to 10 to 15 new patients a month.

From AI generated search results, and I wanna make sure you are getting those and not falling behind on it. And it, it's not gonna be complicated, but it's about creating content and leveraging AI to help grow your practice. So that's where we're at. I'm gonna be also having an episode. Uh, in the coming weeks with, uh, Darcy Sullivan on this topic as well and getting her perspective of it.

But just wanted to give you a, a, a kind of rundown of what we're seeing and what some other chiropractors are talking about as well on AI and search. So, uh, if you're interested in our, what we're offering in our programs, go to modern chiropractic marketing.com. We got all the information there, and we are here to help you out.

Have a great week in practice and talk to you [00:18:00] soon.