The way patients search for fertility services has fundamentally changed. Instead of typing queries into Google and scrolling through traditional search results, many prospective patients now turn to generative AI tools like ChatGPT, Perplexity, and Google AI Overviews to find information about fertility treatments, success rates, and specialist clinics in their area. For UK fertility clinics, this shift represents both a significant challenge and an extraordinary opportunity to reach patients at the exact moment they’re seeking help.
Generative Engine Optimisation (GEO) – the practice of optimising your online presence to appear in AI-generated answers – has become essential for fertility practices that want to stay competitive in 2026. Unlike traditional Search Engine Optimisation (SEO), which focuses on ranking in blue links, GEO ensures that your clinic’s expertise, location information, and services get cited directly within AI-generated responses. For a fertility clinic, this means being the recommended practitioner when someone asks ChatGPT or Google AI Overviews:
