When MedicalTrust.org lost 64% of their traffic to AI-generated answers, other agencies told them it was permanent. We proved them wrong with our zero-click recovery framework.
When Google rolled out comprehensive AI Overviews for health queries in early 2025, MedicalTrust.org saw their organic traffic drop by 64% practically overnight. Their previous agency told them to "accept the new normal" – but we knew better.
This case study details how we applied our Zero-Click Recovery Framework to help MedicalTrust.org regain 62% of their lost traffic within 90 days while establishing their content as a primary source in AI-generated health information.
Client Background
MedicalTrust.org is a leading provider of evidence-based health information, reaching over 2 million monthly visitors prior to the AI search rollout. Their content is created by medical professionals and extensively fact-checked.
Despite their high-quality content and strong domain authority, they experienced:
- 64% decline in organic search traffic following AI Overview implementation
- 73% reduction in traffic to symptom and condition pages
- 58% decrease in newsletter sign-ups
- 47% drop in affiliate revenue
"We invested years building our content library with the help of medical professionals. When traffic dropped by 64% overnight, our previous agency just told us this was the 'new normal' for health sites and suggested we double our paid advertising. Infiknowledge was the only agency that showed us a clear path to recovery."
- Dr. Sarah Mitchell, Content Director, MedicalTrust.org
The Challenge: Health Queries Dominated by AI Answers
Our initial analysis revealed several key challenges:
- AI Overviews appearing for 86% of their target keywords, providing comprehensive medical information directly in search results
- Content structured for human readers but not for AI understanding, making it difficult for AI systems to extract and synthesize information
- Basic implementation of schema markup that didn't establish entity relationships
- Content organized by keywords rather than medical entities, creating disconnected information silos
- No clear entity authority signals that would position them as a primary source for AI citation
Our Strategy: The Zero-Click Recovery Framework
We implemented our comprehensive recovery framework with specific adaptations for the healthcare vertical:
1. Medical Entity Architecture Restructuring
- Mapped all medical conditions, symptoms, treatments, and procedures as interconnected entities
- Created clear hierarchical relationships between medical concepts
- Restructured content to focus on comprehensive entity coverage rather than keyword targeting
- Developed entity clusters around major health topics
2. Advanced Medical Schema Implementation
- Implemented specialized MedicalCondition, MedicalSymptom, and MedicalTreatment schema
- Created explicit relationship properties between medical entities
- Added comprehensive medicalCredential properties for all content authors
- Implemented MedicalScholarlyArticle schema with detailed citation properties
- Connected content to established medical knowledge bases
3. E-E-A-T Authority Enhancement for AI Citation
- Expanded author credential presentation with standardized formats AI systems can parse
- Added explicit citation of medical sources using machine-readable formats
- Implemented structured data validation protocols for all medical content
- Created clear update and review processes with machine-readable timestamps
- Developed entity-specific expertise signals across the content library
4. Content Optimization for Dual Intent
- Restructured content to serve both as a source for AI systems and to drive user engagement
- Created clear content patterns that AI systems can easily extract and attribute
- Developed compelling reason-to-click elements that drive traffic even when AI Overviews appear
- Implemented strategic content gaps that encourage users to seek more detailed information
MedicalTrust.org's traffic recovery over a 90-day implementation period
Results: Significant Traffic Recovery and AI Integration
Within 90 days of implementing our Zero-Click Recovery Framework, MedicalTrust.org achieved:
- 62% recovery of traffic previously lost to AI Overviews
- 83% increase in appearance as a cited source in AI-generated health answers
- 41% increase in average time on site for visitors who did click through
- 56% recovery of newsletter sign-ups compared to pre-AI Overview levels
- 73% recovery of affiliate revenue through more strategic placement
Most importantly, by becoming a primary source for AI-generated health information, MedicalTrust.org established a sustainable presence in the evolving search landscape that continues to improve over time.
"What impressed us most was Infiknowledge's understanding of how AI systems process and prioritize health information. While our previous agency was still focused on keyword rankings, Infiknowledge showed us how to become a primary source that AI systems cite when generating answers. The result has been not just traffic recovery but a stronger overall position in the health information ecosystem."
- James Wilson, CEO, MedicalTrust.org
Key Takeaways for Health Information Websites
This case study highlights several important lessons for health websites facing traffic loss due to AI-generated answers:
- Don't accept traffic loss as inevitable – With the right approach, recovery is possible
- Focus on entity relationships – Especially critical in the medical field where concepts are hierarchical
- Implement specialized medical schema – Basic Article schema isn't sufficient for health content
- Highlight medical expertise explicitly – In formats AI systems can parse and validate
- Create dual-purpose content – Designed to serve both as an AI source and to drive user engagement
Is Your Healthcare Website Losing Traffic to AI Search?
We've helped healthcare providers, medical resources, and health information websites recover traffic that other agencies claimed was permanently lost.
The window of opportunity for establishing your health content as a primary AI source is narrowing as major players cement their positions. Don't wait – contact us today for a comprehensive zero-click recovery assessment for your healthcare website.
