The Challenge
ChatGPT and AI Overview were answering questions Bangkok Hospital used to own
The rise of ChatGPT and Google's AI Overview changed the search landscape overnight. Traffic that once flowed to authoritative hospital content was now being absorbed by AI-generated summaries — without a citation, without a click. Bangkok Hospital had deep clinical expertise across hundreds of conditions and treatments. But expertise alone no longer guaranteed visibility. If you couldn't win against the AI, the only move was to become its source.
Our Approach
"Don't compete with AI answers. Become the one they're quoting."
The strategy was a full revisit of Bangkok Hospital's SEO architecture — not just to rank on Google, but to be cited in AI-generated responses. That required a different kind of content: structured, authoritative, E-E-A-T compliant, and organised so that search engines and AI models could clearly identify the hospital as the expert source on each topic. We mapped the entire content estate, identified where pages were cannibalising each other, and rebuilt the architecture around a meta page and satellite model — one definitive page per condition or treatment, with supporting pages orbiting around it.
What We Built
Analysed the full content library to identify overlapping pages competing against each other for the same keywords and intent — eliminating the internal friction that was suppressing rankings across the board.
For each target condition and treatment, identified the single best-positioned page to become the definitive meta page — the one that would own the topic, capture authority, and serve as the AI citation target.
Restructured supporting content as satellite pages orbiting each meta page — reinforcing topical authority, passing internal link equity, and giving search engines and AI models a clear content hierarchy to follow.
Conducted keyword gap analysis to find conditions and treatments with strong search demand where Bangkok Hospital had no content presence — identifying the fastest opportunities to build new authority.
Rewrote meta pages to meet E-E-A-T standards — structured for AI parsing, medically authoritative, and written in a format that generative search surfaces are trained to cite and summarise.
Reached out to relevant publishers and health media to acquire high-quality backlinks to meta pages — building the external authority signal that both Google and AI models use to assess source credibility.
The Results
95%
of target keywords cited in AI Overview
within one month of meta page relaunch
"We watched our traffic drop when AI Overview arrived and assumed it was just the new reality. What we didn't expect was that the right content strategy could put us inside those AI answers — not competing with them. Seeing 95% of our target keywords cited within a month was something none of us had forecast. "
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