In a revelation challenging the narrative of fluid, chatty AI interactions, new research reveals that 75% of ChatGPT sessions for local services like dentists and Botox providers begin with stark keyword prompts, mimicking old-school Google searches. Users type brief queries such as “dentist in chicago” or “dentists montgomery,” with 45% ending after a single prompt and an average of just 2.1 exchanges per session. This persistence of transactional brevity in healthcare and aesthetics discovery underscores how deeply ingrained search habits endure even in generative AI interfaces.

Frank Olivo, founder of healthcare digital marketing firm Sagapixel and author of the study published by Search Engine Land, observed real users tasked with finding providers. “We wanted to see if everyday people would abandon keywords when using ChatGPT to find local service providers,” Olivo noted, highlighting prompts like “Botox By A Doctor” and “dentist 11214.” Task variations showed dentists averaging 2.41 prompts, while hair transplants clocked in at 1.33, per the data.

Of second prompts, 34% simply asked for more options, signaling users scan multiple businesses much like traditional SERPs. This behavior persists despite ChatGPT’s conversational design, suggesting minimal effort trumps elaborate dialogue for high-intent local needs.

Decoding User Session Patterns

The study’s methodology involved participants starting searches in ChatGPT and proceeding naturally—visiting sites, reviews, and profiles. No sample size was disclosed, but findings echo a prior analysis of Google’s AI Mode, where keyword reliance also held firm. Olivo’s work targets healthcare and aesthetics, sectors where proximity and trust drive quick decisions.

Recent X discussions amplify the buzz. SEOTERIC posted, “75% of ChatGPT Local Searches Still Use Keywords,” urging businesses to maintain Google Business Profiles and local schema. Frank Olivo tweeted, “ChatGPT isn’t Killing Keywords… 75% still rely on keywords. 45% don’t even have a follow-up conversation. Old habits die hard.” A Japanese SEO account, ディーボのSEOラボ, translated: “Even in the AI era, 75% of ChatGPT users stick to keywords for local services like medical and beauty clinics.”

Anecdotes from practitioners reinforce the trend. Dr. Kym Johnson shared on X: “Patient: I asked Chat GPT where to go for botox and fillers.” Such real-world referrals highlight ChatGPT’s growing role in funneling traffic to local providers.

Task-Specific Behaviors Emerge

Breaking down by query intent reveals nuances. Finding a dentist for a new patient averaged 2.41 prompts, chiropractors 2.33, and dermatologist mole checks 1.71. Facelifts and Botox hovered around 2.0 and 1.96, respectively, while hair transplants were quickest at 1.33. These figures indicate users weigh options briefly before acting, often cross-checking external sources post-AI suggestion.

This mirrors broader ChatGPT usage stats: Users fire off 2.5 billion prompts daily to its 800 million weekly actives, per DemandSage. Yet for local services, simplicity reigns, challenging GEO advocates who push long-form prompt optimization over classic keyword tracking.

Olivo posits transactional queries resist conversation more than informational ones, a pattern unquantified here but ripe for future study. As AI search evolves, these habits suggest hybrid strategies blending legacy SEO with AI visibility.

Implications for Local Business Optimization

For providers, the takeaway is clear: Keywords endure. “Keyword research and tracking remain relevant for generative engine optimization in local contexts,” Olivo writes in Search Engine Land. Businesses should audit short, location-tied terms like “dentist 11214” and ensure structured data supports AI parsing.

Google Business Profiles stay vital, as users often verify AI outputs there. Update intake forms to flag AI referrals, Olivo advises, to measure impact accurately. X user Anglux London echoed: “75% of ChatGPT users rely on ‘keywords’ for local services: New data,” linking the study.

In aesthetics, where visuals and reviews sway choices, optimizing for both AI summaries and direct clicks is key. As ChatGPT integrates web search—rolled out stealthily per Search Engine Land—local listings must shine in blended responses.

Broader AI Search Shifts in Play

Parallel studies show AI’s ripple effects. Search Engine Land found Google rankings correlate with ChatGPT mentions, while another noted 75% of Google AI Overview links from top-12 organics. LLM referrals convert worse than Google, per a separate report, urging focus on quality over volume.

Semrush data via Search Engine Land reveals ChatGPT boosting brand mentions amid Google AI Mode’s narrowing focus. For healthcare, 20% of UK GPs use AI like ChatGPT for tasks, per JS Interactive citing The Guardian.

X posts from MAI, an AI medical chatbot, promote features linking users to verified dermatologists and surgeons, signaling specialized tools entering the fray. Yet generalist ChatGPT dominates local discovery via keywords.

Strategic Roadmaps for Providers

Healthcare marketers must revisit tactics. Prioritize transactional keywords in content, schema markup for local packs, and reviews that AI can cite. Track GEO by monitoring AI-generated visibility alongside traditional rankings.

As models improve, expect slight shifts—paid ChatGPT tiers might encourage deeper queries. For now, Olivo’s data proves users favor efficiency: Short inputs yield fast results, perpetuating keyword power.

Industry insiders should test prompts internally, blending keywords with schema-rich sites. This keyword-AI fusion positions local services to capture traffic across engines, from ChatGPT to Google.