Even Seinfeld is Talking About AI
AI Is Growing Fast. But Parents Still Use Demand Search to Choose a Pediatric Dentist.
SORRY, Seinfeld didn’t speak directly to Pediatric Dentists, but what he said speaks volumes of truth so I’m sharing!
“We’re smart enough to invent AI. Dumb enough to need it. And so stupid we can’t figure out if we did the right thing” Jerry Seinfeld
There’s a lot of noise right now about AI. Everywhere you turn, someone is saying:
“Online Search is dead.”
“Google is being replaced.”
“AI is how people find everything now.”
And yes—AI is growing fast, but if you’re a pediatric dentist trying to grow your practice, there’s one question that matters more than all of that:
How is a mom actually choosing a pediatric dentist today?
Because that answer hasn’t changed nearly as much as people think.
Let’s Start With the Data (Not the Hype)
AI adoption is real and those who adopt AI will win over those who don’t.
Recent data shows:
About 50% of working adults use AI at least occasionally
Around 25% of adults have used AI for health-related questions
AI usage is growing quickly, especially among early adopters
But here’s what most people miss:
56% of consumers still default to search engines (like Google)
ONLY 16% default to AI tools as their primary search method
So yes, AI is growing…
But search is still the dominant behavior—especially for real-life decisions.
The 15% vs 85% Reality
World thought-leader, Dean Graziosi, recently framed this in a way that hits home:
AI tools today are largely built around the 15% of early adopters:
Tech-savvy users
Entrepreneurs
Influencers
People experimenting with new tools
But what about the other 85%?
The majority of people aren’t trying to master AI, but a lot of them are using AI, but WHAT are they using AI for?
They’re trying to:
Solve problems quickly
Make confident decisions
Looking for advice
Seeking validation of what they learn and see
And when that moment comes…they don’t experiment. They search!
Two Types of Search (And Why This Changes Everything)
To understand how patients find you, you need to understand this distinction:
1. INFORMATION SEARCH
This is curiosity-driven.
“What age should my child see a dentist?”
“How do I help my child with dental anxiety?”
“What causes cavities in kids?”
This is where AI is gaining traction. It’s fast. It’s conversational. It’s helpful for learning. And candidly speaking, it sounds a lot like you’re conversing with a human, which is really amazing if you think about it!
2. DEMAND SEARCH
This is decision-driven.
“Pediatric dentist near me”
“Best kids dentist open today”
“Pediatric dentist that takes my insurance”
This is where patients are ready to act because they need your services NOW and they need to find you today. This is where your growth actually happens.
Here’s What Most Pediatric Dentists Are Getting Wrong
They hear about AI (A LOT) and assume, “We need to focus there.”
Or they default to a platform they understand, “Let’s just be more active on social media.”
But unfortunately neither of those answers the real question: Where are patients making decisions?
And the data is very clear:
Google processes trillions of searches per year
42% of clicks happen in the Map Pack
1 in 5 people go directly to maps
The majority of local decisions (70%) still start with Google search
Not social.
Not AI tools.
Not scrolling.
Demand Search is King
DISLAIMER: We actually love social media and AI, in fact we offer marketing services for both. What we hope to communicate here is IF you have a specific amount budgeted for marketing, it’s better to put it where up to 90% of proven results take place rather than 10% of what a lot of dentists think works. We can chat more about this if you’d like, just ping me for a quick call HERE
5 Places Where You Actually Show Up?
When a parent searches for a pediatric dentist, they don’t see “the internet.” They see a very specific set of results so let’s break them down for you:
1. Google Map Pack (Google Maps)
This is where:
Reviews matter
Location matters
Photos matter
Trust is built instantly
And this is where a huge percentage of clicks happen especially on mobile devices. Also when a potential patient is in close proximity to your practice. This is also why “dentist near me” works so well when the potential patient is close by.
2. Google Business Profile
This is often your first impression:
Ratings
Reviews
Hours
Call button
Directions
In many cases patients choose here without even visiting your website.
3. Organic Results (Top 10)
This is where 8 out of 10 potential visitors skip to when searching for a dentist or any business for that matter. WHY? It’s because most people know that the listed results and websites have EARNED their position here. You can’t fake it here! These website owners have implemented honest SEO (Search Engine Optimization) and have been credited and scored by Google. Google likes what they see and ranks the website based on “importance” and “relevance” (i.e. are you the Nike of dentists? And are you actually a dentist). This is where most CLICKS happen and has been this way since Google was invented and will continue to be where Google places most emphasis.
4. Your Website (found in the Top 10 rankings)
This is where decisions are confirmed. This is where parents ask:
“Do I trust this place?”
“Do they handle kids like mine?”
“Does this feel right?”
If what they see checks all the boxes, they click, call, and schedule an appointment. When an office manager asks “how did you hear about us” this is where/how they found you. Take notes so you know where your new patient leads are coming from!
5. AI-Influenced Results
Yes we focus on AI and there is a new SEO called AEO (Ask Engine Optimization) which comes from potential patients asking for advice and information. What people don’t know is that AI like ChatGPT is actually run off a search engine (BING). This surprises a lot of people. But what may or may not surprise you is that even when AI is involved, it’s pulling from:
Google (mostly) and other search engines
Websites
Reviews
Structured data
Authority signals
So if your foundation is weak…AI won’t help you.
It will skip you.
This Is Where Strategy Changes Everything . . . a Few Free Tips!
FREE TIP - Let’s say a mom searches, “Best pediatric dentist for nervous child”
She may think she’s looking for the closest dentist option, but what she really wants is:
Safety
Experience
Understanding
Confidence
Even if your practice is NOT the closest proximity to her, but you clearly demonstrate that you can become the preferred choice, based on what is communicated on your website, on Google, on AI, — you can be chosen, even if you’re not the nearest.
FREE TIP - The “Look-Alike” Effect (Done the Right Way)
This is something very few practices understand. Parents don’t always search for your name, in fact MOST of the time they don’t search for your name. They search for what they think they need (i.e. Dentist in city, state or pediatric dentist).
And if your practice is positioned correctly, you can appear in searches that were never originally “about you.” Not by tricking the system.
But by:
Answering better questions
Creating better content
Building stronger authority
Structuring your presence correctly
So instead of competing on proximity, you compete on preference.
So What Should You Actually Do?
Don’t chase trends. Don’t overreact to AI. And don’t assume social media is your growth engine. Yes these help, so do not STOP doing them or spending time on them.
What will help your practice the most is doing all of the above with a more purposeful intention on Demand Search. Yes, if you’ve read my previous articles, “GO TO WHERE PEOPLE ARE GOING”
Show up in Google Search
Dominate your Google Business Profile
Build content that answers real parent concerns
Strengthen your website structure
Rebuild your outdated website
Generate consistent, high-quality reviews
Because all of these things feed both search engines AND AI systems
TAKE HOME SUMMARY
AI is not replacing search. It’s not replacing Google. Yes, it’s changing how information is delivered and has a lot of conversations or “chats” but when it comes to choosing a pediatric dentist Now, parents still rely on the following:
What/Who they can find quickly
What feels trustworthy
What is close (but not always closest)
And what clearly solves their problem
And right now that still lives in Demand Search.
Want to Know If Your Practice Is Winning Where It Matters?
If a parent searched today for any of the following:
“Pediatric dentist near me”
“Best pediatric dentist for anxious child”
“Kids dentist open this week”
Would your practice show up? And even more importantly would you be the one they choose?
If you’re not sure—or if you already know the answer isn’t where it should be - let’s take a look.
I’ll walk you through:
Exactly where you show up (and where you don’t)
What your competitors are doing better
And what it would take to become the preferred choice in your market
No fluff. No guessing. No pressure.
Just a clear path to predictable growth.
Schedule a quick strategy call HERE
Brett Parson
CEO, Pediatric Dental Websites & DenX Group
208-403-5045
