Are AI Tools Replacing Google Search? What HME Businesses Need to Know

AI tools like ChatGPT are changing how people search online, offering instant, conversational answers that challenge Google’s traditional search results. As Google introduces AI Overviews, HME businesses must rethink how they appear in search and how patients find them online. 

Here’s what’s changing, why it matters, and how your HME business can stay visible. 

The Evolution of Search in Healthcare 

For years, Google Search has been the main way patients and caregivers discovered home medical equipment providers, learned about products, or compared care options. Most marketing strategies focused on keywords, backlinks, and high‑ranking positions. 

But now, we’re seeing a major shift. 

Tools like ChatGPT, Perplexity, and Gemini are transforming search behavior. People now ask full questions, and get direct, human‑like answers, instead of scanning a list of links. Sometimes, this means bypassing traditional search engines altogether. 

For many users, AI has become the new front door of the internet. 

So what happens when patients get answers from AI instead of finding your website? 

Why AI Search Tools Are Gaining Ground 

AI‑driven search is exploding in popularity because it gives users exactly what they want: speed, clarity, and context. 

• Instant, Direct Answers – No scrolling or guesswork, just the facts. 

• Contextual Understanding – AI remembers follow‑ups and tailors replies. 

• Clean Experience – Many of these tools skip ads and distractions entirely. 

• Visual & Multimodal Capability – Some platforms (like Perplexity and Gemini) can interpret charts, PDFs, or even product images. 

That means your patients may be relying on AI for healthcare answers instead of traditional Google searches, unless your site is structured and optimized for AI visibility. 

What This Means for Google Search & SEO in the HME Space 

Google isn’t going away; it’s evolving. Its new AI Overviews pull key insights directly from websites and display them above traditional results. That’s great if your content gets featured, but challenging if it doesn’t. 

Here’s how this shift affects your HME business’s marketing: 

• Fewer clicks from traditional search results 

• More competition for “position zero” (AI Overview placement) 

• Higher demand for structured, question‑based content 

Ranking on page one isn’t enough anymore. You need to create content that AI and search engines can both understand, and trust. 

What a Modern HME SEO Strategy Should Include 

If your SEO approach still focuses only on keywords and backlinks, you’re missing the next phase of visibility. AI search rewards context, structure, and intent. 

The best strategies today include: 

• Content built around real patient and caregiver questions 

• Structured data that helps AI interpret your products and locations 

• Voice‑friendly, conversational writing for accessibility 

• A blog that connects search intent with patient education 

Feeling Overwhelmed? 

Let Our SEO and Blogging Specialists Do the Work for You. 
Forbin’s digital marketing experts are already helping HME providers prepare for AI search. 

We build AI‑optimized SEO, structured content, and local strategies that help your website show up in both traditional and conversational results.
Schedule a Free Consultation Today 

The Future of Search: Hybrid Discovery 

We’re entering a hybrid era where users move fluidly between Google, AI assistants, and voice‑activated search. That means your visibility depends on being everywhere your audience looks. 

Expect to see: 

• Growth in voice‑based and accessibility‑driven search 

• More AI chatbots on business and healthcare websites 

• SEO evolving to include semantic structure and answer‑driven content 

Forward‑thinking businesses aren’t waiting; they’re preparing now. 

Frequently Asked Questions 

How is AI search different from Google search? 

AI search tools summarize answers directly in chat‑style results, while Google still requires users to click through pages. AI is answer‑first, not link‑first. 

Will AI search replace Google? 

Not completely. We’re entering a hybrid model where users rely on both: traditional search for discovery, and AI for deeper understanding. 

Can HME websites appear in AI Overviews? 

Yes. Google pulls AI Overview content from reliable, structured, and informative websites. Forbin’s SEO strategies help ensure your pages qualify. 

How can I prepare my site for AI search? 

Keep your content conversational, use schema markup, and make sure your blog answers real‑world patient questions. Or, partner with Forbin, we’re already doing this for leading HME providers! 

Final Takeaway: Adapt, Don’t Wait 

AI isn’t replacing Google; it’s redefining how people find information. The HME providers who adapt first will win visibility, trust, and traffic. 

It’s not about chasing algorithms. It’s about understanding how people search. 

And Forbin is already helping HME clients do exactly that, through AI‑ready SEO, accessible design, and smart content strategies that keep your site relevant, visible, and compliant. 

Let’s Future‑Proof Your HME Marketing Strategy 

Your patients’ search habits have changed, but has your website? 

Whether you need: 

• AI-optimized SEO that positions you for visibility 

• Content that ranks in both traditional and conversational search 

• Blogging strategies that answer real-world patient and caregiver questions 

• Or a local-first strategy that drives referrals and trust 

…our team has the tools, experience, and insight to help you grow. 

Schedule a free consultation with our SEO and content team to see how AI search can work for you, not against you. 

Schedule a Free Strategy Session