AI Search Engines Are Shaking Things Up – Is Your Vet Clinic Ready?

For years, Google has been the go-to platform for finding just about anything, from a nearby café to an emergency vet. But that dominance is starting to show cracks. New AI-driven search tools are entering the market, and they’re doing more than just showing links, they’re delivering smart, trustworthy answers that skip the noise.

If you haven’t explored platforms like Perplexity AI or GPT-enhanced search tools, it’s time to take notice. While Google still attracts the bulk of search traffic, these emerging platforms are changing the way people find services and your clinic needs to be part of that evolution.

Let’s zoom out for a moment.

Google, at its core, is still keyword-based. You enter a phrase like "best vet near me", and it returns a blend of ads, map listings, and websites, some helpful, some... not so much. You do the legwork from there.

AI-powered search engines flip that process. Instead of forcing users to dig through results, they deliver direct, contextual answers - like a knowledgeable assistant who already knows what you meant.

Here’s why that matters:

• They respond in plain English. AI understands the intent behind your question and provides a clear response.
• They summarise the research. Rather than opening 10 tabs, you get a digestible, well-reasoned answer up front.
• They’re efficient. For busy pet owners looking for trusted care quickly, these tools make decision-making easier and faster.

If your clinic isn’t visible to these platforms, or optimised to meet their sourcing criteria, you're at risk of missing the next wave of potential clients.

Think of Perplexity AI as a hybrid between an intelligent chatbot and a real-time researcher. It combines cutting-edge AI with live web search, giving users up-to-date, well-sourced answers, complete with clickable citations.

Unlike traditional chatbots that rely only on pre-trained data, Perplexity taps into the current web to provide:

• Live, citation-based answers: Every response includes references, so users can double-check the facts.
• In-depth research and analysis:  It not only searches websites, directories, and reputable sources - it also reads reviews and analyses what the reviewers have said to give more in-depth insight and value to the end result.
• Clarity and speed: Complex questions are answered with simple summaries.
• Session memory: It remembers what you asked earlier, so follow-up questions make sense.
• Search customisation:  You can guide it to prioritise certain sources (like YouTube, Reddit, or academic databases).
• Transparency and accuracy:  If it can’t find something, it tells you,no fluff, no made-up info.

This type of search experience is perfect for someone looking for recommendations quickly without being bombarded by lots of options or having to scroll through outdated business directories.

Pet owners are increasingly using AI-powered tools to make faster, more confident decisions. And if you’re not listed, not reviewed, or not mentioned, these tools won’t find you.

Here’s what we recommend:

• Google Business Profile: Keep it updated, add fresh photos, encourage reviews, and get them frequentl, not just bulk reviews once a year.
• Reputable Listings: Ensure your clinic appears on lots of industry directories, local business platforms, and niche veterinary lists.
• Content Mentions: Get your business featured in blog posts, “best vet” articles, or pet care sites.
• Online Consistency: Make sure your clinic name, address, hours, and services are accurate across every listing and platform.

This isn't about abandoning Google. It's about ensuring you’re also present and relevant where AI search engines are looking, because customers are already there.

• Google remains dominant for deep, comprehensive local searches, but is cluttered and SEO-driven.
• Perplexity is gaining traction for quick, trustworthy answers with transparent sourcing, especially for users who want direct recommendations without sifting through links.
• GBT (ChatGPT with Search) is versatile and conversational, but may not always be as locally precise as Google or Perplexity.

To be visible across all platforms:

• Optimize your Google Business Profile and encourage Google reviews.
• Build your presence on authoritative review sites and local directories.
• Get featured in “best of” lists and ensure your business is cited in reputable, local, and industry-specific content.

Maintain accurate, up-to-date info everywhere online and encourage clients to leave detailed, positive reviews. 

Open Google, Perplexity, and ChatGPT with browsing enabled. Ask each one: “Who is the best vet near [your suburb]?” Look at who’s mentioned and who’s missing.

This multi-pronged approach ensures your business is well-positioned as AI-driven search engines like Perplexity and GBT become key competitors to Google in the local search landscape

Here is one example on Perplexity : 

If you’re not where you want to be, we can help.

Vet Marketing Services specialises in helping vet clinics show up where it counts, across traditional and AI-driven platforms. If you’re not already a client, now’s a great time to chat.