Remember when you had to type a search term into Google, scroll through a sea of blue links, click one then hit the back button… again and again until you finally found the answer?
Our kids will never know that frustration.
Search is changing – fast.
With Google’s AI Overviews now appearing above traditional results and more people turning to tools like ChatGPT and Perplexity to get instant answers, the way we find information online is being completely reshaped.
So, what does all this mean if you’re a health or medical writer still getting to grips with SEO?
Why does this matter for health writers?
Your audience might not be finding you through Google anymore. Instead, they might ask ChatGPT a health question and never click a single link.
To stay visible and useful, health & medical writers need to create content that works for humans and AI.
These insights are based on:
- SEO and AI trends (e.g. Google’s AI Overviews, Bing, Gemini)
- Behavioural research on how users interact with search tools and AI assistants
- How language models work (what they “see” and favour when generating summaries)
- Plain English writing and health communication best practices (which now overlap heavily with what AI prefers)
What does AI-friendly content look like?
Here are seven practical strategies to help your health content stay findable, shareable and relevant in an AI-driven world.
1. Use clear, question-based headings
AI tools are trained to respond to natural language questions. If you want your content to be picked up and helpful to real readers, structure it around questions your audience is asking.
Example: Instead of “Iron Deficiency Overview”, use “What are the symptoms of iron deficiency?” or “How is iron deficiency treated?”
You can find real user questions via:
- Google’s “People also ask” section
- Tools like Answer the Public or AlsoAsked
- Your own audience emails or comments
2. Start with a TL;DR summary
AI models and readers both appreciate quick takeaways. Add a short summary at the top of your post – even a one-line answer – to improve usability and scannability.
Example:
TL;DR: Iron deficiency can cause fatigue, dizziness and shortness of breath. It’s usually treated with iron supplements and dietary changes.
This can also help your content be included in AI-generated summaries or snippets.
3. Focus on one topic per article, and go deep
Vague or shallow content is less useful to AI and humans. Choose a narrow topic and cover it clearly and thoroughly.
Instead of writing a broad post like: “Everything about anaemia”, create focused pieces:
- “How to increase iron absorption naturally”
- “Who is most at risk for iron deficiency?”
Add value with examples, FAQs, tables or evidence-based tips.
4. Format your content so AI (and people) can scan it
AI models and real readers both rely on structure to understand your content. That means:
- Short paragraphs
- Descriptive subheadings
- Bullet points and numbered lists
- Clear answer formatting (Q: What is X? A: X is…)
Try this: Add a FAQ section at the bottom of your article. It’s great for SEO and AI visibility.
5. Show credibility and trustworthiness
AI tools increasingly surface content from experts. If you want your writing to be cited or seen, your content needs credibility signals.
- Add your bio and credentials
- Link to trusted sources (e.g. medical journals, official guidelines)
- Use evidence-based information, not speculation
6. Repurpose content beyond Google
Many people now go straight to AI tools, YouTube, social media or niche search platforms – skipping traditional search altogether.
Turn your blog post into:
- A Pinterest graphic with key points
- A short video for YouTube or Instagram
- A carousel post or quote for LinkedIn
- A text excerpt that works well when pasted into ChatGPT
Diversifying where and how you publish increases your visibility, no matter where your audience is searching.
7. Use AI to support your writing, not replace it
AI can help you brainstorm, outline and restructure, but don’t rely on it to write medical content. Most AI tools aren’t fully accurate or up to date, and they lack the nuance that’s critical in health communication.
Use AI to:
- Generate a headline bank or content outline
- Draft alternative ways to phrase explanations
- Identify gaps or redundancies in your article
Always verify facts and make the final edits yourself.
Frequently asked questions (FAQ)
Q: How is AI changing the way people search for health information?
A: AI tools like Google’s AI Overviews and ChatGPT provide instant, conversational answers that often reduce the need to click through multiple web pages. This shifts how users find and trust health information online.
Q: Why should health and medical writers care about AI-driven search changes?
A: Because audiences may no longer find content through traditional Google searches. Writers need to create content that AI can easily understand and feature in summaries or snippets, ensuring visibility.
Q: What makes content AI-friendly for health writing?
A: AI-friendly content is clear, focused on one question or topic, structured with question-based headings, short paragraphs and includes trustworthy sources. It also starts with a concise summary to improve readability.
Q: Can AI write accurate medical content for me?
A: AI can assist with brainstorming and drafting, but it shouldn’t replace expert human writing. AI often lacks the nuance, up-to-date knowledge and precision needed for reliable health communication.
Q: How can I improve my SEO while adapting to AI search trends?
A: Use clear questions as headings, add TL;DR summaries, create in-depth focused articles and format content for easy scanning. Also, diversify your content formats and distribution channels beyond Google.
Q: What are some tools to find real user questions to include in my content?
A: Tools like Answer the Public, AlsoAsked and direct audience feedback like emails or comments can help you find authentic questions your readers want answered.
Q: Will we see the end of search results?
A: While it’s unlikely we’ll see the complete end of traditional search results anytime soon, the way people discover information online is definitely evolving. In the near future, many users might rely less on scrolling through lists of blue links and more on concise, AI-generated answers that provide exactly what they need, fast. But traditional search results won’t vanish completely; they’ll likely coexist with AI-driven responses, especially for deeper research and niche topics.
Final thoughts
AI is already changing how people find, read and trust health information. That’s not a reason to panic; it’s a reason to evolve.
As a health writer, your role remains crucial, even in the age of AI. However, your approach to content needs to reflect the new landscape: more structured, more conversational, more focused and ready to work alongside both humans and machines.
If you adapt now, your content will not only survive the shift to AI – it’ll lead the way.
