The reversal nobody's talking about
In 2023, Google was testing AI Overviews on 100% of "near me" provider searches. The entire SEO industry braced for a world where AI-generated summaries would sit above every local result, potentially stealing clicks from small practices that couldn't afford to play the AI citation game.
By 2025, that number dropped to zero.
Not 50%. Not 10%. Zero percent. Google pulled AI Overviews out of local provider searches entirely. This comes from BrightEdge's analysis of over 130,000 health-related queries, and it's the clearest signal we've gotten about how Google plans to handle medical provider discovery.
Clinical queries still get the AI treatment
Here's where the nuance matters. Google didn't abandon AI Overviews for health content across the board. Informational and clinical queries still trigger them at rates between 93% and 100%. If someone searches "what is endometriosis" or "NaProTechnology success rates," they're still getting an AI-generated summary at the top of the page.
But when the intent shifts to finding a provider? Traditional results take over. The search "NaPro doctor near me" or "fertility specialist in [city]" shows the Local Pack, organic listings, and directory profiles. No AI summary. No generated text pushing your listing further down the page.
Google split the experience. They decided that AI works for answering health questions, but not for choosing a doctor. That distinction is a gift to small practices.
Why this matters for NaPro and RRM practices
The Local Pack isn't just surviving. It's thriving. Data shows it drives approximately 33% of all clicks on local-intent queries. When someone searches for a provider, 42% of clicks go to the Map Pack results. That's nearly half of all patient discovery happening through one feature, and it's a feature that rewards proximity, reviews, and profile completeness over domain authority or content volume.
For a NaProTechnology practitioner, this changes the competitive math. You don't need to outpublish a hospital system or get cited by ChatGPT to show up when a patient in your area searches for fertility care. You need a well-maintained Google Business Profile, a consistent review strategy, and local content on your website that matches how patients actually describe what they're looking for.
That's a winnable fight. It's always been winnable. And now we know Google isn't planning to change the rules.
The three things that move the needle
Google Business Profile optimization. Your GBP is your storefront in the Local Pack. The basics still apply: accurate categories ("Obstetrician-Gynecologist" not just "Doctor"), complete service descriptions, updated hours, photos, and Q&A. But here's what most practices miss: GBP posts. Publishing a brief update once a week tells Google your profile is actively managed. A practice that posts monthly outperforms one that set it and forgot it two years ago.
Reviews and responses. Review velocity matters more than review count. A practice with 40 reviews and three new ones this month ranks better in the Local Pack than a practice with 200 reviews and none in the last six months. And responding to every review, even the positive ones, is a signal Google tracks. It doesn't need to be a novel. "Thank you for your kind words" is enough to show active engagement.
Local content on your website. The page on your site that says "NaProTechnology in [City]" is doing more work than you think. It connects your website to your GBP, reinforces geographic relevance, and gives Google another data point to match you with local searches. If you serve patients across multiple areas, individual pages for each major metro aren't optional. They're how you show up.
What this means for your strategy
If you've been anxious about AI search rewriting the rules for how patients find your practice, this data should be reassuring. For the searches that actually put patients in your office, the rules haven't changed. Google tested AI Overviews on provider searches, decided they didn't work, and removed them.
The battleground for NaPro and FABM practices is still Google Business Profile, reviews, and local relevance. These aren't new skills. They're established ones. And for a specialty practice that takes excellent care of patients, the raw material is already there. It just needs to be organized and maintained.
That's not a hard problem to solve. It's a manageable one.
Sources
Frequently asked questions
Did Google remove AI Overviews from all health searches?
No. Google only removed AI Overviews from local provider searches (like 'doctor near me'). Clinical and informational health queries still show AI Overviews at rates between 93% and 100%.
What is the Local Pack and why does it matter?
The Local Pack is the map-based section of Google search results that shows nearby businesses. It drives 126% more traffic than organic positions 4-10, and 42% of local search clicks go to Map Pack listings. For NaPro practices, it's the primary way patients find providers in their area.
How do I improve my practice's Local Pack ranking?
Focus on three areas: optimize your Google Business Profile with accurate categories and regular posts, build a steady stream of new patient reviews and respond to every one, and create location-specific pages on your website that connect your services to the areas you serve.