A growing share of patients start with a question to an AI assistant: which dermatologist near me treats melasma, is there a detox program in Pasadena that takes my insurance, what should I expect at a first physical therapy visit. The assistant answers in a paragraph and names a few sources. Being one of those sources is the new front page.

How AI assistants decide who to cite

Models draw on the open web, on structured data, and on well-established directories. They favor pages that state facts plainly (who, what, where, for whom), that agree with other sources about those facts, and that carry signals of expertise and trust. In other words, the same E-E-A-T principles Google has asked for, applied more literally.

A GEO checklist for healthcare practices

• Write a plain-language About page: specialty, conditions treated, locations, insurance, and who the clinicians are, with credentials.
• Add structured data (MedicalOrganization, Physician, LocalBusiness) so machines can read what humans already see.
• Make sure your name, address, phone, and hours match exactly across your site, Google Business Profile, Healthgrades, Psychology Today, and payer directories.
• Publish answer-style content: one clear question per page, answered in the first paragraph, then supporting detail.
• Put clinician bios and photos on the site. Real people with real credentials are a trust signal for both patients and models.
• Keep it compliant. No outcome guarantees, no patient stories without consent, no claims you cannot support.

What to measure

Track branded and non-branded mentions in AI answers monthly, alongside the classic local pack and organic rankings. Altitude tracks these side by side so the team can see which change moved which surface.

GEO rewards practices that are already doing the fundamentals well. If your site and listings are accurate, human, and consistent, you are most of the way there.