If you work in a veterinary practice or in the pet industry or in a business that supplies goods or services to the industry and you have something to say - why not become a 'Guest Blogger'?
For more information click here to read our: Guidelines for Guest Bloggers
When you’re establishing or growing your veterinary business, I am sure the world of online marketing can seem overwhelming at times. What to do, how to do it and all the acronyms that go with it, such as SEO, AEO, EEAT, AI search, the role of Google and local search. The list goes on, and on, and without professional guidance, practices often find themselves directing their marketing resources into channels that simply don’t work.
A significant piece of the puzzle is SEO (Search Engine Optimisation), and most digital agencies and local search marketing providers will emphasise its importance. While SEO is still a foundational requirement, it is not the golden goose it once was. It is now simply the cost of admission to online marketing visibility and success.
Google is still the biggest search engine worldwide; however, it’s not the only one. AI search is making serious ground against Google and has changed the way people interact with the internet when searching for products or services or researching.
Potential clients ask search engines much more complex questions, often high-intent and very specific. Google has responded and elevated itself from a link generator to a citation resource, much like other AI platforms such as ChatGPT and Gemini. This is not a negative, but it does mean vet clinics, veterinary specialists and industry partners need to ensure that they produce regular content that answers more sophisticated, high-intent questions.
The content must be optimised for AEO and SEO, be authentic and helpful, and offer expert advice and guidance. The rise of AI as a search engine has put the spotlight on content capabilities across every industry, not just for veterinary professionals.
Around 60% of searches now result in zero clicks. Sounds surprising, but it’s real. When someone searches or asks an AI a general question like, “Best veterinary clinic in Sydney” or “Top referral specialist for orthopaedics for dogs,” platforms like Google or AI assistants can generate an answer instantly. They don’t need to send the user to a website; they pull from trusted, authoritative sources with a strong online presence. This needs to be you.
But things change when the question becomes more specific:
“What’s the best approach to managing a complex cruciate rupture in a large breed dog?” This is how clients are using search now.
In these moments, search engines and AI tools must identify and reference a trusted authority, a clinic, a specialist, or an organisation. That’s where the real value lies.
Google is no longer just indexing content. It’s interpreting, validating, and selecting who to trust. Veterinary practices are no longer competing for rankings; they’re competing to be included in AI-generated answers and referrals.
If your practice or organisation is that trusted source, you’re part of the decision-making process. If not, you’re effectively invisible. In practical terms, visibility is no longer just about being ranked number 1; it’s about being referenced.
The data supports this shift. Click-through rates from traditional search listings are declining, while impressions without clicks are increasing. At the same time, branded searches, where users look for specific clinics, specialists, or organisations by name, are on the rise.
This signals a clear trend: trust and reputation now outweigh generic visibility.
In today’s search climate, brand authority, whether that’s a veterinary hospital, specialist service, or industry partner, is one of the most critical factors influencing whether you’re surfaced, cited, and ultimately chosen.
Moving forward, your content strategy should focus on building clinical and professional authority. A targeted approach within a specific area of veterinary care allows you to truly “own” that space. For example, advanced orthopaedic surgery, dermatology, oncology, or complex case management. This means going beyond surface-level content and comprehensively covering a topic in a way that is practical, informative, and genuinely useful to both pet owners and referring vets.
Practices and organisations need to produce high-quality, human-led content that answers real questions. This demonstrates expertise, experience, authority, and trust (E-E-A-T), which is exactly what Google and AI-driven search platforms are prioritising.
Build your brand. Search platforms increasingly favour recognised, trusted veterinary providers and partners when generating answers. That means investing in your reputation across multiple touchpoints. Publish Google reviews, create regular, consistent, high-value content, write case studies, and promote your contributions to the community.
Remember its not just about what you publish, but how you’re perceived. Thought leadership plays a key role here; sharing insights and demonstrating leadership in areas like animal welfare, sustainability, and ethical practice are highly valued.
High-value content, properly optimised and strategically distributed, is the key to trust, and trust is the key to online territory.
Deb Croucher is a veterinarian and digital marketing expert dedicated to helping veterinary practices grow through strategic, ethical, and results-driven marketing. With 15 years of experience as a veterinary practice owner in the UK, Deb understands the challenges and opportunities within the veterinary industry. In 2008, she transitioned from clinical practice to digital marketing by founding Brilliant Digital, one of Australia's leading marketing agencies. Building on this success, she established Specialist Vet Marketing to provide tailored marketing solutions exclusively for the veterinary profession. Deb's expertise encompasses website development, search engine optimization (SEO), AI search (GEO), branding, and digital advertising. She has worked with both general and specialist veterinary practices across Australia, helping them enhance their online presence and attract more clients. Through Specialist Vet Marketing, Deb continues to support the veterinary community by delivering comprehensive marketing strategies that drive growth and improve client engagement.
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Every day, your reception team shapes client relationships, practice revenue and the overall client experience, often without the training or support they need. It's 8:52am. There are 3 clients in the waiting room, a dog barking at the scales, a nurse waiting on a...
