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You’re not going to want to miss this. The way patients search for information—and discover med spas—is shifting faster than ever. This isn’t speculation about the future. It’s happening right now. With tools like ChatGPT, Gemini, Claude, and Perplexity, people are changing the way they ask questions, find information, and make decisions. Unlike traditional Google search, which shows you “10 blue links,” these new platforms act as answer engines. They don’t just give you a list of resources; they give you direct recommendations in conversational language.
This blog post breaks down a deep conversation between Ricky Shockley, host of the Med Spa Success Strategies Podcast and founder of Med Spa Magic Marketing, and Jon Mest, a data scientist turned entrepreneur who now leads JustReachOut and ChatRank. Together, they cover what’s happening in the world of AI-driven search, how it affects med spas specifically, and what you should be doing today to ensure your practice shows up where it matters most.
Who Is Jon Mest and Why Listen to Him?
Jon Mest brings a unique background: data scientist by training, salesperson by accident, and now founder of two companies at the forefront of digital visibility:
- JustReachOut – a PR platform helping businesses pitch media, earn press, and gain backlinks.
- ChatRank – a tool that helps businesses measure and improve their visibility in AI chat models like ChatGPT, Gemini, Google Answers, and more.
He’s worked on Wall Street, built data products for Fortune 100 companies, and co-founded multiple startups. What makes him especially valuable in this conversation is his ability to bridge technical insight with real-world business needs.
What Do We Call This? GEO, AEO, AI SEO?
One of the first points Ricky and Jon discuss is the terminology. Is this AI SEO? Answer Engine Optimization (AEO)? GEO (Generative Engine Optimization)? The truth is: there’s no universal answer yet. Jon notes that firms like Andreessen Horowitz have dubbed it GEO in their market maps, and the industry tends to follow their lead. But whether you call it AI SEO, AEO, or GEO, the core idea is the same: optimizing your presence so AI answer engines recommend you as the trusted source.
Search Engines vs. Answer Engines
Traditional Search (Google):
- Keyword-based (e.g., Botox near me, Atlanta).
- Returns a list of links (the “10 blue links”).
- Patients click, read, and do their own homework.
Answer Engines (ChatGPT, Gemini, Claude, etc.):
- Conversational (e.g., “I’m 62 years old, live in Boca Raton, and I’m considering Botox for wrinkles and sunspots. What should I know?”).
- Provide direct answers and recommendations.
- Can refine results iteratively through conversation.
This isn’t just a small difference. Instead of typing fragmented keywords, patients can now talk to AI as if it’s a trusted expert—without ever landing on a website first.
Why AI Search Matters for Med Spas Today
This isn’t a “someday” trend. It’s already happening. Ricky shared that even his parents use ChatGPT, and Jon noted that his mother in her 60s has adopted it too. When older generations are using new technology for advice on sensitive healthcare and aesthetic decisions, you know it’s sticking.
The experience is simply better: rather than sorting through dozens of websites, patients can ask follow-up questions and quickly arrive at curated answers. That convenience ensures adoption will only grow. The med spas that adapt now will benefit from early mover advantage.
How Patients Use Answer Engines for Med Spa Decisions
Consider the difference between:
- Google search: “Botox near me Atlanta.”
- AI chat: “I’ve never been to a med spa before. I’m 62 years old, have wrinkles around my eyes, and sunspots. What are my options? What are the risks? What do patients my age usually choose? I live in Boca Raton, Florida.”
The latter is richer, more detailed, and personal. It’s exactly the kind of exploratory conversation people want to have with a trusted expert—but without feeling like they’re being “sold.”
That’s why AI chat models are so powerful: they serve as objective advisors. And when they recommend med spas, patients listen.
Local vs. National: Where GEO Comes In
A traditional challenge with SEO has been scale. You can write a blog about Botox vs. Dysport, but that content could attract readers from anywhere, many of whom will never become patients.
AI search changes this because conversations naturally turn local:
- Patients research options broadly (e.g., “Should I get Botox or Dysport?”).
- They get comfortable with a treatment.
- Their next question is, “Where can I get this near me?”
This means you need both:
- Nationally relevant content (procedure overviews, comparisons, FAQs).
- Local optimization (location-specific service pages, Google Business Profile, reviews).
Just like Google SEO, but amplified: these tools want to recommend the right local provider once patients decide to take action.
The Overlap Between SEO and GEO
Similarities:
- Local SEO still matters: Google Business Profile, maps listings, reviews, and on-page signals are critical.
- Domain authority and backlinks are still signals AI considers.
- Good content and reputation are as important as ever.
Differences:
- AI scrapers prefer succinct clarity. Bullet points and high-intent one-liners perform better than long-winded paragraphs.
- AI relies more heavily on sentiment and social proof—not just backlinks but Yelp reviews, Birdeye, Reddit threads, Quora mentions, and niche directories.
- Gemini (Google’s AI) often pulls from outside page-one links. More than 50% of AI Overview results are sourced from beyond the top 10 results.
Content Strategies for Med Spas in the AI Era
Write for Humans and Bots
Jon explains that AI scrapers can be “lazy.” If you bury your value proposition deep in a paragraph, they may not summarize it accurately. Instead:
- Lead service pages with snippet-style intros. Example: “At West Boca Aesthetics, we provide Botox and Dysport with fast appointments, transparent pricing, and 5-star reviews from local patients.”
- Highlight differentiators clearly: Are you the luxury spa with champagne and Perrier? The fast, efficient option? The affordable choice? State it upfront.
- Use structured formatting (bullets, lists, short sections) so AI models can easily parse your message.
Transparency Matters
Don’t hide your prices or wait times. If you charge more, explain why. Patients are going to find the information anyway. The better strategy is to frame your pricing within your value proposition. As Ricky noted, “If your Botox is $3 more per unit, explain why patients should be excited to pay that extra $3.”
The Role of Reviews and Social Proof
AI engines weigh reviews and sentiment more heavily than Google ever did. Factors include:
- Google Reviews
- Yelp
- Birdeye
- Reddit mentions
- Niche directories (e.g., BestProsInTown.com)
One powerful tactic: run test searches in ChatGPT or Gemini, then ask, “What sources did you use to make these recommendations?” This reveals exactly which platforms influence results in your area.
Practical Action Steps for Med Spa Owners
- Test your presence. Ask ChatGPT: “What’s the best med spa for Botox in [your city]?” Are you showing up?
- Optimize service pages. Write snippet-style intros with your location, services, and differentiators.
- Encourage reviews broadly. Don’t stop at Google—diversify across Yelp, Birdeye, Reddit, and niche sites.
- Be transparent. Share pricing and patient experience openly.
- Track AI referrals. Add “ChatGPT” or “AI search” as an intake option on forms.
- Experiment regularly. Ask the same questions across multiple days and platforms to monitor changes.
- Play up your differences. AI models want to categorize you clearly: are you the fastest, the most luxurious, the most affordable? Own it.
Tools to Help You Compete
- JustReachOut.io – Affordable digital PR to get you featured in local blogs, podcasts, and media outlets (increasing authority and social proof).
- ChatRank.ai – Tracks your AI visibility, shows where you rank in chat engines, and provides templates and optimization strategies to improve.
Both tools were created from real-world needs. In fact, ChatRank was born when Jon’s own business lost Google traffic overnight due to AI Overviews—forcing him to learn how to optimize for these new engines.
Looking Ahead: The Evolution of Search
Every wave of search has reduced the ability to “game the system.” Ten years ago, link farms could trick Google. Today, both Google and AI engines reward authenticity, transparency, and quality over spam. AI models in particular lean into meritocratic signals like reviews and case studies.
This means the best long-term strategy isn’t tricks—it’s truth:
- Write genuinely helpful content.
- Provide excellent patient experiences.
- Earn honest reviews and mentions across platforms.
If you do this, you won’t just rank—you’ll deserve to be the answer.
Final Thoughts: Your Next Step
AI-driven search is not replacing SEO—it’s evolving it. Instead of trying to climb the “10 blue links,” your goal is now to become the answer. Med spas that embrace this shift will gain visibility, authority, and new patients.
So, take the first step today:
- Open ChatGPT or Gemini.
- Ask, “Who are the best med spas near me for Botox?”
- See what comes up.
- Then, start building the presence you need to be on that list.
The future of patient discovery is already here. Make sure your med spa is part of the conversation.
