The verdict in three sentences
For a plastic surgery practice in London, SEO remains the channel that brings patients ready to book a consultation, while AEO/GEO works on how AI assistants like ChatGPT describe your surgeon and your clinic when a patient asks them for advice. Market budgets in 2026 sit around GBP 2,000 to 6,000 a month for serious SEO and GBP 1,500 to 4,500 a month for AEO work, as a ballpark. The right split depends on your reputation, the maturity of your site and your ability to produce medical content that complies with advertising rules.
What your patients now ask AI assistants
Before typing "rhinoplasty surgeon Harley Street" into Google, many patients put a longer question to an assistant: "which surgeon in London for blepharoplasty after 50?", "how much does a tummy tuck cost in London and what are the risks?", "how do I check a surgeon is on the GMC specialist register?". The answer names a few practices, a few criteria, sometimes price ranges. If your practice is not in it, the patient may never visit your site.
AI assistants draw on what is published and consistent: detailed procedure pages, surgeon profiles with verifiable qualifications, mentions in third-party sources, patient reviews, identical details everywhere (name, address, registration). A practice that is quiet online, or whose details contradict each other across directories, is less likely to be cited. Nobody can promise that an AI assistant will recommend you.
SEO or AEO/GEO: the comparison for a London clinic
| Criterion | SEO | AEO/GEO |
|---|---|---|
| Target | Google results for "breast augmentation London cost", "facelift surgeon Chelsea" | Answers from AI assistants like ChatGPT to patient questions |
| Time to effect | 4 to 9 months on competitive queries | 2 to 6 months to see answers shift, with high variability |
| Market budget (2026 ballpark) | GBP 2,000 to 6,000 a month | GBP 1,500 to 4,500 a month, or a one-off diagnostic of GBP 2,000 to 6,000 |
| Metrics | Impressions, clicks, consultation requests (Search Console, CRM) | Dated record of answers to the same questions, citations, accuracy |
| Main risk | Content drifting into prohibited promotion | Inaccurate answers about your prices or qualifications |
| Dependency | Google's algorithm | Sources AI assistants consult, hard to predict |
Rates come from typical agency quotes and public rate pages. A serious provider promises neither a ranking nor a citation: it promises a way to measure.
Where to invest depending on your situation
| Situation | Suggested priority | Why |
|---|---|---|
| New practice, few reviews | Local SEO and procedure pages | AI assistants rarely cite a brand with no public footprint |
| Established surgeon, dated site | Content overhaul, then AEO | The reputation exists, AI assistants need to find it consistently |
| Multi-site clinic | SEO, then AEO per site | Details for each address must be aligned |
| Tightly regulated content (before/after, testimonials) | Careful AEO, educational content | AI assistants value explanations of risks and recovery |
| Limited budget (under GBP 2,000 a month) | One channel, one-off AEO diagnostic | Better to measure before spreading spend |
| International patients | Multilingual SEO, then AEO | Questions asked in several languages |
Regulation weighs on both channels. In the UK, GMC guidance for doctors offering cosmetic interventions, the CAP Code and ASA rulings govern advertising (for instance time-limited offers, misleading before/after images or targeting under-18s), and CQC registration applies in England depending on the case. Forms should minimise health data, in line with UK GDPR, the Data Protection Act 2018 and ICO guidance; PECR governs cookies and marketing email. Targeting WCAG 2.2 AA also meets Equality Act 2010 expectations. This is not legal advice.
How results are measured, and what a diagnostic covers
SEO is measured in Search Console and your CRM: impressions on procedure queries, clicks, qualified consultation requests. AEO is measured through a dated record: each month the same 20 to 40 patient questions are put to AI assistants like ChatGPT, noting whether your practice is cited, with what information, and whether it is accurate. That record is the evidence, not a one-off screenshot.
In broad terms, a diagnostic covers the current state of AI answers on your key procedures, the consistency of your public information, the quality and compliance of your procedure and surgeon pages, and the gaps with practices cited instead of you. Kolonell prices this work on quote.
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Mini case study
Illustrative example. Marylebone Contour, a practice with two plastic surgeons, has GBP 4,000 a month. It allocates GBP 2,800 to SEO and GBP 1,200 to AEO, or GBP 48,000 over 12 months. If one procedure brings in GBP 8,000 of revenue on average (market assumption), the budget is covered by 48,000 ÷ 8,000 = 6 additional procedures in the year. The monthly record of 30 questions tracks whether the practice appears in answers, with no promise attached.
FAQ
Should we stop SEO to do AEO?
No, for most London practices SEO remains the foundation. AEO is often added at 20 to 40% of the visibility budget, once procedure pages are solid.
How much does an AEO diagnostic cost for a cosmetic surgery clinic?
As a 2026 ballpark, GBP 2,000 to 6,000 on the market for a one-off diagnostic. At Kolonell it is priced on quote, depending on the number of procedures and sites.
Can AI assistants show wrong information about our clinic?
Yes, outdated prices or a misattributed qualification appear regularly. A dated record across 20 to 40 questions helps spot these errors and correct the public sources.
Can before/after photos help us get cited?
Their use is restricted by the ASA and the CAP Code, and AI assistants tend to cite explanations of risks and recovery. A well-sourced procedure page of 1,200 to 1,800 words often carries more weight than a gallery.
How long before we see an effect?
Allow 4 to 9 months for SEO on competitive queries and 2 to 6 months to observe AI answers shifting. No serious provider promises a ranking or a citation.
Find out how AI assistants describe your firm. A dated record of what AI assistants like ChatGPT say about your surgeons and procedures shows where your next budget should go. Request a diagnostic quote: reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
