More patients are now searching for health answers using AI tools instead of Google.

They’re not just typing “best ADHD clinic near me” into a search bar. They’re using platforms like Perplexity, ChatGPT, and voice assistants to ask real questions:

• “How do I know if I’m burnt out or just tired?”
• “What’s the cost of a private autism assessment in London?”
• “Are fertility clinics in the UK regulated?”

And the answers? They’re not coming from ads. They’re coming from websites like yours—if your content is seen as trustworthy and well-structured by AI engines.

New research reveals how Perplexity ranks and filters content behind the scenes. It’s technical stuff, but for clinic directors, it leads to one clear takeaway: if you want your clinic to show up in these AI answers, the way you write and organize your content matters.

Here’s what you need to know.

⚠️ A quick word of caution

This isn’t about gaming the system.

• Don’t stuff keywords or overpromise treatments.
• Don’t publish rushed blog posts just to “show up” in Perplexity.
• And definitely don’t try to use AI-generated content that hasn’t been fact-checked by a licensed clinician.

Health content is sensitive—and AI platforms are becoming more cautious. If they sense low trust, vague claims, or out-of-date info, your content won’t just rank lower—it might not show up at all.

Stay accurate. Stay compliant. And keep your patients in mind first.

What is Perplexity—and why it matters

Perplexity is a fast-growing AI answer engine. Think of it like Google meets ChatGPT: people ask a question, and it generates a full answer—often citing sources, linking to websites, and pulling in insights from across the web.

It’s not alone. Tools like ChatGPT, Claude, Google’s AI Overviews, and voice assistants are all starting to answer patient questions the same way.

These platforms are part of a shift from SEO (Search Engine Optimization) to GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization).

Here’s the difference:

In short, AI engines rank clinics based on how well they explain, not just how well they advertise.

What Perplexity looks for to rank your clinic

A researcher recently uncovered how Perplexity decides which content makes the cut. Here are some key points—and how they apply to your clinic.

1. Quality beats keywords

Perplexity uses a system that re-ranks results based on topic quality. If your article is vague or shallow, it gets dropped—even if it includes the right keywords.

Example:
✅ A post called “What Happens During a Burnout Assessment” that walks through each step clearly
❌ A short blog post with generic info and keyword-stuffed headlines

What to do: Focus on being helpful, not clever. Cover the full topic. Include FAQs, real-world examples, and internal links to related services or blog posts.

2. Trusted healthcare sources get a boost

Perplexity—and other AI engines—prioritize content that’s connected to credible, well-known healthcare sources. This includes official health bodies, academic institutions, and regulated directories.

In the UK, that might include:

• NHS websites and clinical guidelines
• CQC-registered clinics and their digital listings
• References to NICE guidance
• Health information from UK universities or medical journals

In the US, think:

• Mayo Clinic, Cleveland Clinic, NIH, or CDC content
• University-affiliated hospitals and peer-reviewed research
• Licensed clinician content shared on platforms like LinkedIn or PubMed

AI platforms often use these sources as a baseline for trust. If your content references or is linked from these kinds of sources—or if you’re listed on reputable directories—it’s more likely to be picked up and ranked.

What to do:

• Reference clinical guidance from official bodies in your articles
• Keep your clinic listed on verified directories (like Doctify, Top Doctors, or CQC search tools)
• If you’ve contributed to research, published patient guides, or collaborated with universities, highlight that on your site

Trust is earned. And when it comes to health information, Perplexity favors those with clear credentials and clear intentions.

3. YouTube videos = fast-track ranking

YouTube videos that exactly match trending Perplexity queries tend to get more visibility. It’s a signal that cross-platform interest matters.

What to do: Create short, informative videos answering common questions patients ask in consultations. Titles like:

• “What’s the difference between autism and ADHD?”
• “How does CBT therapy work?”

Keep the titles plain. No clickbait.

Look at the video below, it has made 1.5 million views!

3 strategies to help your clinic rank in AI results

✅ 1. Focus on “question-first” content

Instead of writing a page titled “Depression Treatment,” write “How do I know if I need help for depression?” Then answer it fully, clearly, and with empathy.

That’s AEO in action—optimizing for how people actually ask questions out loud or in AI chats.

✅ 2. Update your most-visited pages

Perplexity values freshness. Pages that haven’t been updated recently lose visibility fast.

Tip: Check your website’s most visited pages and refresh them quarterly. Even small changes (e.g., updated fees, new contact methods, recent success rates) can help.

✅ 3. Interlink your content

Perplexity prefers content clusters. A single blog post is okay. But a group of interlinked pages around a specific condition or service builds trust and boosts rankings.

Example cluster:

• “What is CBT?”
• “How long does CBT take?”
• “CBT vs medication: what’s right for me?”

Link them together. Add them to your service pages. AI engines pick up the structure—and reward it.

Technical upgrades (share this with your developer)

• Add structured data (schema) for services, reviews, and FAQs
• Ensure your site is mobile-friendly and fast
• Use descriptive metadata that matches real search phrases
• Fix broken links or outdated resources
• Create and submit a clean sitemap regularly

These aren’t nice-to-haves—they directly influence whether your content gets picked up by AI platforms.

Quick FAQ

Do I need to sign up for Perplexity?
No. Perplexity pulls from public content. If your website is accessible, fast, and clear, it can be indexed automatically.

Is this different from regular SEO?
Yes. GEO and AEO require you to write answers, not just web pages. It’s about building topical authority over time—not chasing search hacks.

What kind of content performs best?
Educational content, patient guides, FAQs, and updated service pages. Think: “What do I wish someone explained better when I was first searching for help?”

Is this worth doing if we don’t have a marketing team?
Absolutely. Even a few focused, patient-first pages can get picked up—especially if they’re accurate, readable, and updated.

How UpMedico helps clinics stay visible in the age of AI

At UpMedico, we specialize in helping healthcare clinics like yours get found, trusted, and chosen—especially now that AI is changing how patients search.

We’re not just another marketing agency. We focus specifically on:

• Generative Search Optimization (GEO)
• Answer Engine Optimization (AEO)
• Google Ads + content strategies designed for real patient intent

Whether you need help refreshing your content, building authority across platforms, or understanding how AI engines see your site—we can help.