Ep. 248: Is Your Urgent Care Invisible to AI? | Part 2

Seven AI visibility assets. All right. So this is the point. Mark your mark your note in the in the podcast. This is where we're going to give you this stuff. All right. So point number one is create a pricing and a cost of care page on your website. All right. Make the pricing understandable. You're going to cover what the self-pay, self-pay visit pricing is, what's included in that. Yeah. All right. You got to give details.   Does it include labs? Does it include x-rays? Does it not include these things? Whatever, right? what cost extra? Line item those things out. procedures, insurance considerations. You know, what insurance will step in and pay for this, but your copay, you could expect to pay between this and this. Yeah. And you have to like we understand insurance, you have to kind of generalize a little bit because every insurance is different. And we notice too, we have a lot of clients that have a pricing page. Right. But it's usually five items.   You know, like here's a main visit, here's a whatever, and here's a an extend loan x-ray, and like that's it. And what we're saying here, like, no, you gotta pro from a cash price perspective, everything that you could charge for, put it out there because AI is gonna say, hey, they're super transparent about their pricing. That's a big deal to people. People want pri price transparency. and and list it out there. If you're curious, how do I list this on my site? You can literally take your spreadsheet of pricing that you probably have on Excel somewhere.   'Cause I've done this, copy and paste the s the sh sales and post them into your website editor and there they are in a nice little sales setup. Right. So a little table. and that and that but it's detail, right? You can't just say here's a number. You gotta give like some explanation behind it, some all these different things. because it does matter. And like even like I said here, why the final price can vary, like explaining all that stuff. Well, what's cool about that is you can actually just write down all of the services. Yeah.   Plug that into the AI and let it help you write it and just correct it. That's true. Yeah, that's true too. It's not like this is a lot of work. Yeah. You know? That's true. You can just copy paste it in AI and say, make this web page ready that you would want to read. And then there you go. And that's right. Pulls it back. Can you make an HTML copy? Great. Here's copy paste. And then you're done. You just confuse everybody who doesn't know what an HTML copy is. I know. But like there you go. Hey, we're just trying to tell you how to do it. We didn't say you could.   You can tell me how to fly a plane, doesn't mean I wouldn't. That's right, right. I think this is is huge that most people leave off of their website, and that's a comparison. Like, where should I go content? do I need to go to the urgent care or to the ER? Do I need to go to the urgent care or the primary care? Do I need to the urgent care or should could this just be a telehealth? You have to answer these questions on your website. That is where that data for AI is getting pulled from in the first place. Okay. when is urgent care appropriate?   When is it not appropriate? my gosh, let's let's answer those questions. Why why should you contact the primary care before us and stuff like that? And then like you know here, don't just be, I'm the best urgent care. Forget, you know, don't don't act like that, where you're just saying, just come to us, we'll take care of everything. No, be honest. Right. Cause I I think AI is trying its best to determine like, is this true enough so I can pretend that's true for me, right? And just present it. We were even have a dashboard thing I'm working on internally for our stuff.   And it's like, hey, this could be a risk. I said, well, you interpreted that wrong. Cause it could it didn't know. So like making sure it's just super obvious language and not just like a me, me, me language. So I love that. Well, the the third page which solves the credibility issue, because not only again going back to the AEO and GEO, a lot of it was authority, but some of it is credibility. Like you can have authority and no credibility, right? So creating a hub.   On your website that houses all of your reviews from all different sources. So this could be pulling from Google and Facebook, but it could also be pulling from WebMD, it could be pulling from Zoc Doc. It could be from pulling from Solve. Yeah. any of these sources where you're yeah, Yelp, great when Yelp to be honest with you. And I hate Yelp, but I like their reviews. They're they're juicy on the on the search. They are. Just don't pay for Yeah, just don't pay for They'll screw you on the back end. but a a page that is designed   To pull all of these in from all of these different sources with examples, that is giving you credibility, not only the third party credibility, but it's now on your website. You're, you're, you're highlighting that on your own. and these this is a this is a bonus for you. You wanna include the amount of reviews per platform, the ratings, be real about it. If you have a 2.6 on Yelp, we have a client that's got a 2.6 on Yelp. The more you're gonna have credibility if you give the accurate information. Yeah, right.   And you may get somebody to go, why do you have a poor four point eight on Google and a two point six on Yelp? Well, that's a great conversation piece right there. link to the original source. If you have Yelp reviews, link to the Yelp page, right? This is a backlink. common patient themes, recent review activity and the last updated date. Like we updated this page on this date. And we're gonna come back to that later, because you want to be reviewing the content that you're putting back on a regular regular basis. Yeah. And I you know,   The idea behind some of this is where if one, you can kind of control the narrative a little bit, right? Where when AI goes to your website and tries to find information, reviews about you, here, here's everything about me. And it wants to stay and keep stay on my website a little bit longer. Even we we see this with actually Google Business Profiles too, where now you have Google reviews, but then down below you have Facebook.   review rating, then you even have like we haven't like they start bringing in third party things because they're all saying like this is what people want to see and it's like a ranking factor. Right. but now you have a little I don't say control 'cause you guys, like you said, show the bad ones. I think it's gonna hurt some people, right? Mentally. Yeah. Like I don't wanna do this. You know, if if anybody understands that we do, I got a one star review from a client not too long ago. I understand why they left it. I don't have to agree with it. I just have to understand that they left it and why they left it.   and it's a real part of doing business. You're just like, not everybody's gonna love you. No, and that's it's not how the world works. But you know what I didn't do? I did not go to Google and try and get it review removed. Right. I did, and you didn't argue. No. And that because your response was very well, one, you even reached out to the client directly to say, I see what you here we go. And no responses. Correct. And then so   that's as a business owner should right like if they felt like there was like hey I think you looked at this wrong but anyway and then when it came to actual response to it you weren't like screw you client no you're like here's the facts by the way and then that allows the next person who's looking saying okay so like they did make a mistake they admitted to it but they also say like hey that's here's the whole story not just a part of the story. So that's right. It was very interesting. But but no that that's the challenge. I think Urg Care have the hardest time with that because they have so many reviews.   And despite how good they are, they still suffer. Like people still have bad times, no matter what the the the good news on that is as many reviews as you have, our the way we build our pages is it just pulls in the reviews and calculates it on the regular basis. Yeah. And you know, i we could do what I think is the wrong thing to do and only show five star reviews. I think that ruins your credibility. It doesn't build it. So I may well just ignore it. yeah, that's a   They picked that one. AI would do it too though. Yeah. AI will notice it it already crawls everything. So if you have a if you have a two point six on Yelp and you only showed five star review Yelp reviews on your website, you blew your credibility even with the AI. Because it may I could even see AI looking at it says, Hey, they have a great reviews on Google, but you might want to be warned, look at their Yelp. I can totally hear that. That's right. where I can also see it saying   Hey, they were honest about the reviews all the way across. E while not perfect, at least they were strange. It looks like they they're responsive and they look they're trying. Yeah, exactly. All right. Number four. This is the fourth page you want to build is a security and privacy page. I think this is incredibly important, right? it's not some legal privacy notice. I'm not talking about that. I'm talking about plain language. Hey, how is the patient information handled online? How are you dealing with their with their personal health information? Yeah.   The website and the form security, you're asking for people's information either through an app like Solve or Experity, which you know, we love, we love us some clockwise, that kind of stuff. Yeah. and yes, those platforms have that information, but on your own website, you could simply say, This is why we chose this platform and here's how we use that information. data sharing, how do you do it? Do you do it? How does that work in your company? People want to know from your experience, not some legal jargon, right?   if you have tracking and cookies turned on on your website, well, first of all, I'm gonna help you out and be your friend. Go turn on the cookie consent right now before somebody in California views it. Yeah, there's a which they probably have it because there's a couple of predatory law firms out there that are they don't see a consent thing. They're using AI. They're using AI to do it. And they're saying, Hey, check every single webs medical website that doesn't have an a consent button. Right. Boom, they get a list back.   Let's go send them lawyer letters and sue them for a bunch of money. That doesn't make sense. But but so going back to cause I think when somebody hears this, well I already have a privacy policy, like yeah, yeah, yeah. That's that standard language. That that's the one that goes in the footer. That goes in the footer, that's part of the cookie acceptance click. but this is like all the other vendors that you might be using because most of those cookie consent things don't know about these EMRs and stuff. And so what you can do is go to AI and say, these are my   softwares that I use the for patient data, whatever, I know you can go find their policies on this. Can you create a very easy to read policy to put on my website based on this information? Like, yeah, here's a great policy that you could probably people could read they wanted to. Yep. So that's good. And it and it needs to like it really needs to be why it matters to the patient. There's one thing, there's the legal side of things and that's the, you know, the old CYA, right? Yeah, yeah, yeah. Like that that's a real thing, right?   But also there's you have a real human patient on the other side of that mouse and keyboard or cell phone. And they may actually just want to know how you're gonna deal with their personal health information. And that's a great way for the AIs to step in and and build credibility and authority because you've been thoughtful in delivering that. And chances are you probably have this in a patient form packet people are signing. Like you probably already have half of this. Scan that, throw it in AI. Like make it more reader friendly. That's right. that's real though, but cool.   So everybody already has this on their urgent care website, but nobody is doing it right. And I know I know this because every single time we take over a website, we see it and we're not mad at you. We're figuring it out along with you, but you need real provider and author pages, real ones, not about us with a couple of doctors with this is their name and and and and the title and all that, right? So a a healthcare expert needs a human touch to it. All right.   Honestly, we need to make sure that we have their full name, their credentials, their education, their certifications, their expertise, their areas of expertise. What how wild is that that you may have a pediatrician in your office, but you didn't call that out? And you can see pediatrics, but nobody has confidence in your urgent care because you don't specifically say this is our pediatrician. Yeah. Right. Well, I even think about too, for the the providers, like think to yourself.   If I was gonna build out something to give to a university to put on their website, cause I'll be a teacher for them, what do you think they're gonna ask for? They're gonna ask for all these things because you gotta look real good to these students and make you look real professional. And that's how AI looks at you, where hey, this person's got all these certifications. cause I can just imagine, like let's say you have a child that's six months old and has an issue because I I know working with urgent cares.   About fifty percent of an urgent of urgent cares will go will see a six month old. The rest don't wanna touch Right. They're they'd rather be twelve months or older. and so like if you have a thing where you like you aren't an urgent care doctor, but you are either a pediatrician or you dealt with needle natal care or something like that, we're like, AI's gonna like, hey, go to them. They they're gonna have to be figured out faster than these people. it's like that's where it matters where you just need to list everything. Not like   I like to go play with my dog out on the beach and running around. You know, like not that's we're not we're not talking about bios. Yeah, yeah, not not those bios, but like why old eighties tape. Exactly. I like the party. Yeah. Exactly. I'm looking for a person that no, that's not who we're that's that's not what we mean. but this is a great this is a great strategy to build a human touch with credibility. The AIs love it and they want to showcase you when people are asking questions of Hey, what's a great doctor?   Well, they probably don't know what a great doctor is because nobody fluffed their own feathers. Yeah. Right. All right. This is a cool one. Page number six on your website. Awards and recognition. All right. I would say don't skip this, but maybe you have to if you don't, if you're new and you don't have any awards and recognitions. But I would say create a page of well, I mean, the it's your trophy wall. Yeah. Essentially, right? So what is the digital trophy wall? Yeah. What what   Here's here's some of the explanation on it. Like what is the name of the award? Doctor of the Year, Medical Professional of the Year, Clinic Care of the Year. Yeah, Clinic of the Year. Right. Excuse me. who issued it? Right. We recently got we recently got an award, top digital marketing agents in healthcare. Top, very top, tippy top, right? Top of the mountain. That was issued by an agency review that reviews all different kinds of niches, all different kinds of agencies, and they said, You   Guys are awesome. And here's a cool little logo that we can link to. And it links back to a profile that talks about the award. That's right. It's got the year it was awarded this year, what it recognizes, top provider in healthcare, why it matters, and then a verification link that takes you back to their website that talks about it. this could be for accreditation, certifications, community recognition.   That can be an award, by the way. If if if you won a Better Business Bureau Award or you won a Rotary Club or change recognition, like it could be anything. Yeah. But put those things on a page and showcase them on their website. It's gonna bring credibility. It will. And it could be all and like you mentioned the community stuff. It can be just about anything. As long ultimately, as long as there's a way to like link to somewhere that has the that has the information, that's where it's a win. Because if you just put like a sentence, hey, we were   community or number whatever this, it's just a sentence and there's no like context around it. That's not going to add much value. But having links and descriptions and if there's a photo, a a logo, or just something that they can hook into, that that makes the difference too. Cause it's even like it's like an old SEO trick too from the opposite side, where if the chamber if you're a chamber member use that link back to your as a back link. Yeah. Well this is kind of the same concept. It's just going the other way. It just makes you look really good.   and then I think anything you get you should put out there. 'Cause there's things that we've gotten that we just don't put out. We've either forgotten or moved on from. Right. I remember we we used to be a big push for clutch. Like clutch was a big deal to the agency or Clutch is still a big deal, but it is more for the generalist agency. Yeah. Yeah. you know, I just stopped pursuing it.   We have a hard enough time getting our awesome, amazing, lovely, urgent cares to give us a review. And Clutch is totally built on a one on one conversation with our client to give us a review. Yeah. Right. So that was a challenge. But that's an industry specific thing, right? 'Cause like if you're a UCA member, they give you a badge of some sort of what type of member you are. You should put that on your website. I would highlight that. We do. We even have the UCA on our stuff. Yeah, we have the UCA our stuff 'cause like it's it's a badge of honor per se. And so   yeah, just becoming a UCA member. If you if you if you're a brand new clinic, you got nothing to show, you can pay a couple hundred bucks the UCA and have something to start with. And we recommend it anyway, just because it's a great organization that we think you need to be a part of. Yeah. All right. Number seven, the last page here is not just an FAQ page, Michael. Not just a frequently it's the mother of all frequently asked questions. This isn't just some I'm gonna list off five little things. No, think about every single service that you offer.   Think about all the questions that could be asked about those services and then answer those services. Again, I'm gonna come back to AI and just say, put in all of your questions in the AI and say, what are people asking in my market about these services? Yeah. And then you answer them. Don't get the AI to answer them. You answer them. Even if it's like you're giving your input and letting the AI clean it up for you. Yeah.   That's fine, but this shouldn't be five or six. This should be thirty, forty, fifty, sixty FAQs, right? Yeah, yeah. And it's it's to live on a like we said, it's a page all to itself. This is not at the bottom of your home page and it makes it forever long. And we've actually we've actually talked about where to get these questions from. So y you know your services, x ray, urgent care, sniffles, whatever, like burns, bruises, cuts, scrapes. but we've talked about in the past that really holds true here is is sourcing where your questions are coming from. Yeah.   When people are picking up the phone, y'all know that y'all record your phone calls. You you do. You just never log in and look at it. Just like go in there and say, what are the questions that are being asked? And then answer those questions. And and if you're concerned about like I don't have time for that, I can guarantee you you can take ten minutes and you'll find a common denominator really fast. Yep. And if you're still not sure, go to your people to answer the phone. Hey, what's the question that you   Always have to answer. No roll their eyes and name off three or four questions. I can give them to you right now if you want the most common. Yeah. Yeah. Are you open? Answered the phone, didn't I? No, it was do you take this insurance? Do you take this insurance? What time do you close? Do you accept walk-ins? Yeah. And what time do you close today? Yeah. How much is? Yeah. Right? my kid's sick. Or my favorite one is the   Did I come here last night? Was I there? no. I haven't heard that one, Michael. That's another story. That was funny when I heard that one. Cause it was a guy looking for a test results. He's like, I he calls. He's just like, I need to know where to I think I was there last night. Do you have my test roll? No, we have no clue. Let me call somebody else. So let me tell you how to structure the mother of all FAQ pages. All right. So the first thing you want to do is you want to create a category for, I'm just gonna call it X-ray. Yeah. All right.   So here's your FAQ section called X-ray. What you want to put under there is the actual patient question around the x-ray. And then you want to give your direct answer to that question. And then underneath that, so you you got the question, you answered the question. And now under that, you're gonna explain what your your thought process around that question. What are the next steps that they should take? All of these different kinds of things. So expand on your direct answer. X-rays. do you guys do x-rays?   The answer could very well be no. And then the why behind the what. We don't do x-rays because we don't have a person on staff that's dedicated to doing that nor the equipment. And what we recommend is the X, Y, and Z, right? Or like we have partnered with whatever clinic down the road that can do it. Correct. So you can still have same-day results or whatever. And you know, in some ways it's about making sure that your patient gets taken care of, but more importantly, it's answering a credibility question that the AI engines are going to pull up, right? All right, cool. So   We've given you the framework, the PCMP, AI, visibility framework. You're welcome, bookmark all of that so you can go build those seven pages. And if you notice, none of it's I mean, it does take time. It's not like a quick, like, let me knock this out in 10 minutes. Like it's gonna take a little time, especially like the FAQ stuff. Make sure your staff understands what you're saying. Because we've seen it plenty of times where we were told by our point of contact, yeah, we offer that. And we go to the phone calls.   Hey, your staff says you don't offer this. That's right. you're right. I forgot. Well, I think one of the things that we want to offer up, and we'll put a link in the show notes, is for you to just get a a a digital health check to see where you stand already. Right. So we'll drop a link in the in the chat for you to go to patient care marketingprose.com. There's a health check. You can get a digital health check and it'll go through a lot of these items to help you see where your visibility is in the first place. but we put the framework together.   And one of the things is you want to be found. Does AI know your clinic exists? does it understand what you do, where you are, when you're open, who you treat, what services you provide, what do you charge, and who are your providers? Does it understand those seven things? Yeah. Right. is it verified? This is where you go back and verify that the information is accurate that AI is pulling up on your business. That visibility matters, but it needs to be correct as as well.   is your website or the other authoritative information actually becoming part of the evidence that AI uses? This just simply means is it citing as sources. Yeah, is it citing you or is it still citing something random that's not you? are you recommended? Right. When a patient asks where they should go, are you a part of that consideration in the first place? Right. One of the key ingredients here that I think people don't do and should do, well, first of all, if you're using AI in any kind of capacity, it knows you. Yeah. All right. Knows a lot about you. So you can't use your AI.   No. You need to go to your wife or your husband, go to your kid's cell phone. Or or even go to do an incognito on your Chrome and go into just a Google search and let AI overview kind of correct hop in. Yep. So no, but it's true because if you're using AI at all, it knows you, remembers you, and knows what you like and dislike. I like even to a joke about the four wheeler thing. I'm to the point now that I've used Gemini so much about just   doing some stuff that I just uploaded a screenshot of a Facebook listing and it says, you want to see if you can make money off of this? Let me tell you. I don't even tell it anything now. Right. Just figures it out. That's fun. the the the first three to four things that that AI recommends when you do that question and answer are typically things that you can measure and improve on. Yeah. All right. yeah. So take note of what those first four don't go down like twenty things deep, right? But the first three to four things say   How can I improve in those areas and let's work on those things? So having a goal. And this is an important distinction. A recommendation is an outcome that we can influence, but it's not something we can control. Yeah, we can't just fix it. We can improve it. Yep. And as of today, I can't run an ad inside of Gemini, ChatGPT, Grok, or anything. I guess ChatGPT I can, but that just man, their ads are bad. Yeah. Like I I get ads now because going back to the forward thing, I get random ads for   Mechanic shop stuff. I'm like, this is a full wheeler. Like it it does not know for how smart ChatGPT is. It has a real hard time associating an ad with the context of what you're searching for. So is it trying to sell you a new four-wheeler or something? No, it's trying to sell me like a mechanic garage like a auto part store or something. I'm like, this is a four-wheeler. Like what it's just real entertaining. It'll get better over time. The only thing that's been good about it, sort of, are the product ads where like, here's a link in Walmart to this product. Like   That's cool. I'm cool with that. But the other one's like, what are you doing? But I I am curious. Like, I wonder at what point we'll get to talk about whenever Google Gemini comes out with Google ads for Gemini. Like I'm waiting for that to some at some point. It it so Google we're we're steering away and that's fine. That Google is is eating its own right now. I know, a little bit. Right. So it it   Well, first of you gotta understand that Google only makes money when you click on an ad. I'm talking about on the search side, right? So period, right? Like Google search is paid by ads. So so if it answers all of your questions in AI and you never took the time to click on an ad, did Google make any money? No, they lost more money. They lost money. Yeah. Right. And not only did they lose money, now they're irritating their their customers who are paying for the ads.   Because they're not I mean, we we've already seen it. We used to talk about a ten dollar cost per conversion. now we're really happy with a a fourteen or less, fifteen dollars or less cost per conversion. Well, that's a fifty percent increase in price. Yeah. We didn't do that to you. No. AI did that to you. And Google is going to make their money. And yeah, I'm curious what's how it's gonna go down because if they keep inserting AI overview into everything. Which they are. I know now it's like I can't escape it. Anyway.   And so I just wonder like where are the ads gonna go? Where's the revenue gonna go? I and I I do wonder if we'll ever hit a point of you become a verified listing with Google that you pay a monthly fee to so you show up in AI search. You know, I wouldn't have a problem with that, but they're they're still gonna show five to seven people in that. Yeah, that are verified, just like they show three people in Google local service ads. Yeah, yeah. They're showing three people and all three of them now at that point you only pay if you get the lead, but   To to pay for v the visibility. Yeah, it's why they have that they have a weird little conundrum like conundrum with them right now and they can't stop it. I personally think that's probably one reason why they held back on Gemini and ChatGPT leapfrogged them. 'Cause like how are we gonna pay for this? Yep. Well, I they're they're still gonna have to think about it and figure it out. And we'll be there when they do. Yeah, yeah. honestly I'm I I know I'm staying on top of it. I'm a a group, a consortium if you consortium, however you say it.   of of agencies that are that are trying to figure this out as well. here's something I want to say is just like the boring stuff is still the driver, it's still the winner. You still have to not let AI distract you from doing the basics. Yeah, because at the mention at the beginning of this episode, AI only represents right now 10 to 12 percent of all searches. So if you just I'm gonna go fix my AI, I'm gonna make my my business so much better. Hey, did you fix all the other things first? The like we're talking about the business profile, all that stuff.   If your Google business profile is not fixed, I don't care how awesome you make your AI results, your patient volume won't just be a magic number anymore. Like it it still heavily relies on the business profile. Like gotta make that sure that's right. And you gotta be ranking for that. 'cause I it's like that classic why why worry about the pennies when you need to be worrying about the dollars. Yeah. And so it's the same kind right now, and this may change, but right now, AI is the pennies. Like they matter, but those dollars matter more. So   And you can't just throw away the dollars. That's right. And focus on the the nickel and dimes. Yep. One hundred percent on that. And here's what i we're continuing to see this as we take on new clients and and we're not mad at you for it. Actually, we're grateful. It's keeps us as business. You know. but here's the I mean, we still see incomplete categories on Google Business Profile, missing services, bad hours, missing holiday hours. You're not updating your photos, you have week descriptions of the services, maybe your appointment link, maybe you switched providers but you didn't change it. So   Maybe you seen that. Maybe you went from ZocDoc or Solve over to Xperity clockwise and you didn't change it out. And it's just it's just inconsistent. You're not responding to your reviews. Like these are core fundamentals that I hey, I'm showing up in AI for that ten percent, but I'm missing the ninety percent because I won't take care of this fundamental. Like that's huge. So Yeah, it's and like an extreme example would be.   Your business profile shows you permanently closed. And you like don't pay attention to it. And you're like, I just want to rank for chat. Well, your patient volume didn't increase, did it? Right. All right. So what is patient care marketing pros AI visibility? Let's talk about that for a second. I I mean, it, it's it's really it's an add-on to our SEO services. Now I'm not gonna really pitch it here. my goal is really just to let you understand what we're doing with it. Yeah. so that you know, hey, I mean, maybe these guys can help us out. We're we're here to help you.   Like ultimately we love the urgent care community and we're here to help. Well and like you just said, like it's an add on to SEO. Correct. Because we just like we mentioned a minute ago, you gotta get your SEO first. You gotta get that figured out first because if you just went pure AI, you're missing out on the other ninety percent that's so important. And that and for us, we're like, Hey, we're now gonna we have your SEO figured out. Now we're gonna cinch up your ten percent on your AI visibility 'cause it that helps, but but you have to like do it in that order.   If you do it in wrong order, you're just hurting your business. And that's why it's an add-on, not just a simply a standalone only product type thing. So if we're already doing your SEO, you're probably already ranking really well. And if we're not doing your SEO, that's probably where we need to start. But for those of you who have a solid SEO plan in place, but we haven't added the layer of AI visibility to that, here's essentially what we do. Obviously, we start with an audit of your current AI visibility. We want to know where you are and where we need to start, just like we would for SEO.   And we're gonna establish that baseline. What do you look like currently? We need to identify those missing trust signals. And what we have found are those missing trust signals are those seven pages that we talked about. Yeah. Those seven AI visibility pages. We're gonna research the competitors and figure out what they're doing online, right? we wanna strengthen the the website evidence, right? We've talked about that through those seven pages, but making sure that that website is is is getting all of the juice it needs. we'll build those seven core visibility assets that we talked about.   improving the machine readability. for the nerds out there like us, that would be your.txt. Well, now it's.lm as well. So your robots text, now your robots LLM, right? So making sure that you have that machine readability on everything that we build in the first place. And then we're gonna retest the AI platforms. We've done the work, it takes time, right? But then we're gonna retest those platforms to make sure that they're aggregating that data. And then we're gonna track those changes. We're gonna track the directional changes.   And then we need to maintain the information over time. We talked about this earlier, and that just because you put information on there today doesn't mean that it didn't change. We need to make sure that updated, proper, most relevant and useful information is staying on top of mind. The best I think visual that I could give you is just the most current reviews and ratings. That page being updated, the FAQ page being updated, those kind of things. All right. so this isn't a we're gonna rank you number one in Chat GPT.   This is we're gonna improve and measure how your clinic is represented on AI in that ecosystem over time. And the best that we can tell too, if somebody claims we'll make you number one in all AI searches, is a lie. Yeah. Cause AI itself doesn't wanna give you number one, give you the same answer. I've never gotten AI to give me the same answer twice. No. And and what and the reason why is if it gave if it gave it to you right the first time, you wouldn't be asking again. Yeah, so it 'cause it just automatically assumes that   he didn't like that answer. Let me give a slightly different answer. Or let me double down on this one thing but change the way I say it. and I I think that's a reminder, like, you know, and also what you're searching versus what the next person's searching, you're not gonna it's not capable of giving you that every time. Because let's say that one person is searching for an urgent care that does X ray and Chat GPT knows that.   you that that person has visited two other clinics that X-rays it and you left a good review. It knows that about you because you may have said something to it. And so it's gonna probably recommend those first because of your history with with chat. Because there's even coming out that's been out for a little bit but becoming more streamlined is like chat GPT healthcare where like now there's like an extra layer of connection that they're trying to establish where doesn't help us right now, but the idea of like a consumer and a dot and a provider   using chat together to diagnose someone a little more thoroughly. like all that makes an impact. Cause I think chat would at that point say, well, you should probably go to this provider that already has your info. That's right. How are you going to outdo that ranking? You can. So Yeah, exactly. well, you know, it's funny that you say ranking though. So well, Michael, if we can't track rankings, yeah, I know, right? There's no what do you track? There is no one, two, three. Yeah. So what do you track? Well, here's what we track. We're going to track   Does your clinic appear in the in the in the AI search? That's the biggest win. Yeah. is it describing it correctly? We need to track that. Like, is it say for example, who's the best urgent care clinic? Walmart. Yeah. Like that's not that's not accurate. we want to make sure that the description that it's pulling is the accurate description. And if not, we need to go fix it. Or if is it mentioning your old name? That's right.   Because it doesn't know your new name. I could rattle off the the the the 10 or 12 things that we track that aren't a ranking, but these are all factors in making sure that when your clinic does show up in a LLM, it's either large language model for those of AI. if it's showing up, that is showing up right information and you have the best opportunity to turn that information into a patient for your clinic. Yeah. All right. Cool. So this it's not a one-time installation, y'all. It just takes time. We're gonna write the seven URLs.   Publish the URLs and this doesn't mean that we won. Right. You won for like a month or two, right? Yeah. Just like anything else. Like there'll be a nice little pop. But then if you don't make changes and updates, it'll just fall back down. and even so, and even the way we were going to price this thing reflects that, right? Where it's not like thousands upon thousands of dollars to make this happen per month.   I think that's also been a frustration in our industry where you have these AI focused agencies and they say, Well, we're gonna charge you all three grand a month for AI visibility, whatever they call it at that point. And we're like, that's but you're just doing, you know, basically like it doesn't make sense. I just because they're using the buzzword to make it more expensive. Well, I just d you know, if you're listening right now, you're like, Well, how much does it cost? Well, I can only tell you what we're expecting. I expect as an add-on to SEO, we're probably gonna charge another four to five hundred dollars a month for that.   And if you're standalone, I've already got great SEO and I want to add your service independent of our SEO, then probably gonna probably charge somewhere around a thousand to twelve hundred a month. So that's that's just a range for now that we're looking at. but I just in full disclosure, that's what we expect. And guess what? We're gonna be putting that on our own website because it's part of the pricing transparency how we do it. You're absolutely right. So there we go. Let's talk about human first and AI second, Michael, number 12.   All right. So we're not writing weird pages for robots. That's right. That's right. Yes. We're not writing weird pages. That's old SEO. Yeah. It is, honestly. And we've we're we're 100% guilty of doing this. Yeah, because like we and that was part of our SEO, but hey, there there's these pages that we write that we don't care if humans see it or not. And then the flip side is this is that the AI visibility, no, AI kind of reads stuff like a human, so they want to make sure it's being   We're humanizing our content and not just copy pasting for chat GPT. That's right. Right. So ca I remember too back when chat first came out, and that was my only disclaimer to everybody. Please do not copy paste. It's wrong. And then we're like, the dashes give it away. Well, dashes are gone. Like I don't see those things anymore. Right. Do you? I don't know. Occasionally. It's rare. but no, like so when you say write it for the patient, you know, be direct and make it   Clean and off, make it where like, okay, I'm a human being. I have about five seconds of attention. Can I read this and understand it? and I'm not like trying to search around or I I don't understand a word that's being said. Like make it very clean and clear and useful. Like you know here, useful, not just a bunch of words to fill up a page to hit a word count number, you know, stuff like that. So yeah, making sure it's all hum like if you gave this to if you have a like a 12 year old, hey.   Tell me what about our services. That's right. You're like, I don't what does this mean? Great. You wrote it wrong. Let's make that a little easier. So I always remember newspapers were written on eighth grade reading levels. That was my understanding. So I think it's the same concept here. When you write this, is it like an eighth grade reading level? Like, can anybody understand it or you only like certain people understand it? And you need the secret shoppers to go take a look at it and not just your staff person that wrote it for you. Right. Right.   Well, I think more than anything is that all of the stuff that we're telling you always should have been on your website in the first place. Honestly. But AI is just no longer making it an option. You if you want to show up in these AI visibilities, you have to have this stuff on your website. Like it's it's made it mandatory and now it needs to be able to be read by a human and a machine. But we're gonna we're gonna take a human first approach. Yeah. So and here's the thing too.   You because I I've heard this complaint or thought of, well, if we put everything out there, nobody will ever call us and come up with their own decision. No, no. I mean, yes, if you're like a big ticket item, but most people when it comes to urgent care, they just want to have that confidence that they're gonna go to somewhere that's gonna take care of them and they're still gonna call you and ask you a question. Well, so I'm gonna give you the the response to that. We give away, just like on this episode, ninety five percent of our knowledge and most of our urgent care clo well.   Urgent care clinics pay us to execute on the five percent they don't want to do on their own. Yeah. I mean, so like if you give away ninety five percent of your knowledge, they still need somebody to execute the strategy. 'Cause they don't want to do it. No. They don't want to give themselves a shot. Or they still you have to administer a prescription or whatever. Yeah, yeah. Like there's there's lots of areas where no matter how much a patient wants to self diagnose, they still can go get the medicine. Yeah.   All it's going to do is delay, and then once they decide, okay, I've delayed this long enough, they're coming in no matter what. All right. So, Michael, we have put together a heck of an episode here. So let's let's take us out. Okay. All right. All right. So kind of going back a little bit of we the whole point of this episode is about AI visibility, not about AEO and GEO. We've established for August 2026, at least, AI visibility. We've given you guys a framework.   How to work through it. We gave you the pages to write. Like that's right. You could you could take the transcript from our podcast and load it and load into your favorite AI and say, Can you write me the pages that they're talking about about my clinic? my goodness. how about that? And so, and you know, like you got to put out there, you gotta be transparent. You got how much are you charging? What do you treat? What services you actually offer? You gotta talk about yourself. That's the hardest thing. A lot of people have a hard time with that.   Give us all your information about your providers, not and we're talking about certifications, we're talking about credentialing, we're talking about all the things that matter when somebody is wanting to be confident about their provider. What about your clinic? What awards you've gotten, all the things. All of these things matter. And so we're saying here is that basic framework of all these things, including bringing reviews, all that, good and bad reviews. Right. We got everything for you. Now, if you're curious and you're saying, how do my how does my clinic work? How's it look?   Well, we have a scorecard that we've worked on. Yep. Now you know more pride about the scorecard than I do. I think you and I both saw it at the same time. I think I think I know very little about the scorecard. Yeah. Other than I here's here's what I do know about the scorecard. Juan and Luis built it. Yes. Which means it's gonna be bad to the bone. Yeah, it's gonna be bad. Because those two guys, I have my my my main developer Luis with my lead SEO and AI Juan put together in a room, came up with this scorecard to give you what you need.   To make good decisions for your clinic. And that I think that's the most important. It's not, it's not gonna give you some of the information you need. It is gonna give you a great scorecard on this is working, this isn't working, and it grades you just like I got graded in school. A, B, mostly C's. Yeah. Yeah, exactly. And it's percentages. That's right. And so and it is it's color coded, which is fun. But no, so we have a scorecard. Go fill that out. Here's your information.   And yes, we're a marketing company. So we're gonna ask for your information before you give it the results. But we'll send you good answer. But we'll we'll we'll love on you. It's not a blow your phone up all day long. and so like that's the first call to action. Like, hey, we have something for you, go try it out. if you don't want to go do these other things. Secondly, if you just want to see how our framework would line up with you guys, like we can talk to you about that and just kind of match up. Hey, this is how we would do things.   actually, we don't want to do A AI for you yet because your SEO is really bad and we got to fix that. And I think that's one if I could say anything to that, if you have somebody knocking your door a vendor right now, knocking your door, we can fix your AI. We can fix it and they don't mention a word about your SEO or don't care. They're just selling you something that's not going to help you. Yep. Correct. And we and we know that from our own experiences, like that SEO has to be crystal clear and clean. Well, I mean, that's what we said. It's either an add-on or you already have this figured out and we're adding it on independently.   Yep. Yep. So well, listen, the biggest thing that we can ask of you outside of going and getting your scorecard is to leave us a review. If we've given you good value today and and you appreciate this podcast, one, share it with somebody, but two, please leave us a review, whether that be on Apple or Spotify Spotify or on on Google. This is the kind of stuff that helps us.   and we want to make sure that this always stays free and the very best content we can bring you and those reviews mean so much to us. Thank you guys for listening. Yes. And what you do matters. Go out and crush it in your communities, and we will see you on the next episode. We'll see you guys on the next one. All right. See ya.   Okay.