Orthodontic practices are starting to encounter a new kind of reputation-management problem. A doctor searches for the practice on Google, Facebook or another AI-enabled platform and sees an AI-generated summary that feels inaccurate, incomplete, oddly worded or simply different from what the practice would want prospective patients to see.
The first question is usually whether the practice can change it.
In most cases, businesses cannot directly edit the wording generated by an AI system in the same way they can update a website, Facebook page or Google Business Profile. But practices can report factual inaccuracies, improve the accuracy and consistency of their online information and strengthen the broader digital signals that search engines and AI-powered platforms may use when interpreting the business.
An orthodontic practice may not control the exact answer an AI system generates, but it can improve the information those systems have available when trying to understand the practice.
Why two people may see different AI answers
One reason AI search results can be confusing is that two people may receive different answers, even when searching for the same orthodontic practice or using identical searches like “orthodontist near me” or “best orthodontist near me.”
AI-powered search and recommendation systems goal is to provide you a personalized response. Meta has said its AI can personalize responses using information a person has shared through its products, content they interact with, previous conversations with its AI and other available signals.
Meta has given the example of someone asking for weekend recommendations. The response could be influenced by the home location listed on the person’s Facebook profile, Reels the person recently watched and information Meta AI remembered from previous conversations.
Meta has also said information shared by other businesses, such as activity on websites or apps, can contribute to personalization.
For orthodontic practices, this means interests, engagement, location and other signals may affect how an AI response is framed. If one person sees an answer that emphasizes palatal expansion, for example, previous interest in that topic could be a contributing factor. It would be too strong, however, to assume we know exactly why that particular answer appeared unless the platform provides that information.
You generally cannot directly edit an AI-generated summary
Businesses typically do not have direct control over the wording an AI system generates.
Google allows website owners to update their underlying content and provides controls over how some content can appear in Search, but it does not offer a mechanism that allows a business to directly rewrite an AI Overview.
Meta similarly provides feedback tools for AI-generated responses rather than allowing a business to edit the response itself.
The practical focus should therefore be on the information the practice can control, including its website, business profiles, directory listings, doctor information and treatment descriptions.
What to do when the AI answer is factually wrong
The first step is to determine whether the problem is factual or simply a matter of wording or emphasis.
An AI response that incorrectly says a practice does not treat adults would be a factual error if adult orthodontic treatment is offered. A response that accurately describes the practice but emphasizes one treatment more than the doctor would prefer is different.
When an inaccurate response appears, save a screenshot, record the exact search or prompt that produced it and identify the specific information that is wrong.
Then use the platform’s feedback tools when they are available.
For Meta AI, locate and select the thumbs-down icon. Meta currently provides several reasons for negative feedback, including “Not accurate” and “Not relevant.” See Meta’s instructions for providing feedback on AI responses.
For a Google AI Overview, look for the feedback or reporting option, which may appear as a three-dot menu or another icon. Follow the prompts to report a problem, identify the issue and provide additional details when possible. See Google’s instructions for reporting problems with AI Overviews.
Reporting an inaccurate answer does not guarantee that the response will immediately change, so the practice should also investigate whether the incorrect information appears on its website, business profiles, directories or other prominent online sources.
AI may be relying on more than your website
An orthodontist may reasonably wonder why AI would say something unexpected when the practice website itself contains the correct information. The answer is that AI-powered search systems may draw from a broader set of sources.
Facebook’s newer AI search features are designed to synthesize publicly shared information, opinions and recommendations across Facebook rather than simply reproduce a business’s official profile.
Google also describes its generative AI search experiences as using information retrieved through its broader search systems, which can include websites and other search-indexed content.
Even a traditional Google Business Profile is not necessarily based only on information entered by the business. Google says profile information may also be updated using user reports and licensed content.
Depending on the platform, an AI system may therefore encounter information about an orthodontic practice from its website, business profiles, reviews, public social content, directory listings and third-party discussions.
That makes consistency across the practice’s digital presence increasingly important.
Why SEO and AEO still matter
The growth of AI-powered search does not make traditional search engine optimization irrelevant.
Google has specifically said established SEO fundamentals continue to matter in its generative AI search experiences. Those systems remain rooted in Google’s core search and ranking systems.
For an orthodontic practice, that means maintaining accurate doctor names and credentials, correct location and contact information, clear treatment descriptions, current business profiles and consistent directory listings.
It also means creating useful content that answers the questions prospective patients are asking and making sure the practice website is accessible to search engines.
Answer Engine Optimization, or AEO, should be viewed in a similar way. It is not a method for forcing an AI system to produce a specific answer. It is an approach to making information clear, useful and authoritative so search engines and AI-powered discovery systems have better material available when responding to questions.
Consistency cannot guarantee a favorable AI-generated answer, but it can reduce ambiguity about the practice.
Where structured data fits
Structured data is part of that foundation, but its role should not be overstated.
Google says structured data provides explicit clues that help search engines understand and classify webpage content.
That can make it easier for search engines to interpret important information about a practice and its website. Google has also made clear, however, that there is no special structured data required for AI Overviews or its other generative search experiences.
Structured data can help search engines understand important website information, but it does not give a practice direct control over an AI-generated answer.
What should your orthodontic practice do?
While you can’t directly control what AI says about your orthodontic practice, you can take steps to improve the accuracy of the information available to AI search platforms and help prospective patients find and choose your practice.
Here are seven ways to strengthen your presence in traditional and AI-powered search:
- Report inaccurate AI summaries. If you encounter incorrect information about your practice, document the result and use the platform’s feedback tools to report the problem. Keep in mind that an answer you don’t like isn’t necessarily inaccurate.
- Make your website a complete, accurate resource. Clearly describe your treatments and services, office locations, and which orthodontists practice at each location. Include doctor biographies, credentials, professional experience and other details that help patients understand what makes your practice different.
- Claim and optimize your business listings. Keep your Google Business Profile, Bing Places, Apple Business Connect, Yelp and other important directory listings accurate and up to date. Consistent names, addresses, phone numbers, hours and service descriptions help reduce confusion across search platforms.
- Use structured data on your website. Schema markup helps search engines understand and classify information about your practice, locations, doctors and website content. While it doesn’t control AI-generated answers, it’s an important component of technical SEO.
- Create content that answers real patient questions. Build useful, informative pages addressing common questions about braces, clear aligners, treatment options, costs and the patient experience. Clear, original content helps establish your practice as a relevant source of information while guiding prospective patients toward scheduling a consultation.
- Strengthen your online reputation and patient experience. Encourage authentic patient reviews, respond professionally to feedback and keep your website easy to navigate. Make it simple for interested patients to call, request an appointment or submit an inquiry. Visibility matters, but converting that visibility into consultations is just as important.
- Monitor your practice’s presence in AI search. Periodically search for your practice and relevant terms such as “best orthodontist near me” or “Invisalign provider in [your city].” Review the results for accuracy, visibility and opportunities to improve. Remember that AI-generated responses may vary between users and change over time.
The good news for People + Practice clients
If you’re a People + Practice SEO + AEO client, our team is already working on these foundational elements of your digital presence, including website optimization, structured data, business listings, content strategy and search visibility.
Our goal isn’t simply to help patients find your practice. It’s to help them find accurate, useful information that gives them the confidence to take the next step toward becoming a patient.
Find out how prepared your practice is for AI search
Orthodontic practices may not be able to directly edit every AI-generated description of their business, but they can improve the quality, consistency and authority of the information those systems have available.
People + Practice’s AI Scorecard can help you see how well your practice is positioned for this changing search environment. Assess your current digital presence, identify gaps that could make it harder for search engines and AI platforms to understand your practice, and see where there are opportunities to improve.
Click here to fill out the People + Practice AI Scorecard
Resources:
- Meta, “Building toward a smarter, more personalized assistant”
- Meta, “Introducing the Meta AI app”
- Meta, “Better personalization and changes to controls for your activity from other businesses”
- Meta, “Improving your recommendations and apps with AI at Meta”
- Meta, “How to use Meta AI”
- Meta, “New AI tools to help you make things happen on Facebook”
- Google Search Central, “AI features and your website”
- Google Search Central, “Optimizing for generative AI features”
- Google Search Central, “Introduction to structured data markup in Google Search”
- Google Search Help, “AI Overviews feedback”
- Google Business Profile Help, “Updates to your Business Profile”
