When “Magic” Marketing Promises Turn Into Smoke and Mirrors
As Halloween approaches, it’s only fitting that Dan Brian and Brian Craig crack open one of the spookiest topics in dental marketing—what they call “Hocus Pocus SEO.”
In this episode of The Dental Domination Podcast, the duo takes aim at a growing trend: marketing agencies selling dentists on “AI-powered” dental SEO packages that promise top rankings overnight. These offers often sound magical—automated optimization, instant results, and rock-bottom prices—but as Dan and Brian explain, most of it is marketing sleight of hand.
The problem isn’t AI itself. It’s how it’s being used—or misused.
Success in AI-powered SEO, as with all AI in dental marketing, requires human oversight.
AI Isn’t the Enemy—It’s an Amplifier
Artificial intelligence is transforming nearly every industry, and marketing is no exception. As Brian points out, “AI won’t replace agencies. But agencies that don’t use AI will be replaced by those that do.”
The right use of AI helps marketing teams work smarter, faster, and more effectively. It allows experienced strategists to amplify their output, analyze data faster, and deliver better ROI for clients.
But AI isn’t magic—it still requires human oversight. Without it, results can go sideways fast.
The Rise (and Risk) of “Fully Automated” SEO
Lately, agencies and tech vendors have been pushing so-called “AI SEO automation” tools that claim to optimize your website automatically using a small snippet of code. Supposedly, the software continuously rewrites metadata, adds schema, and adjusts your site for search algorithms—all without human input.
Sounds easy, right? Unfortunately, as Dan and Brian explain, it’s a dangerous illusion.
Brian shares that in experiments testing these tools, the results were nowhere near what a skilled SEO professional could achieve. And when it comes to healthcare and Google-designated “Your Money or Your Life” (YMYL) topics like dentistry, even small mistakes can have serious implications.
AI is moving fast, but we’re not yet at the point where a machine can fully replace a trained SEO strategist.
When AI Hallucinates, Your Rankings Can Vanish
Dan raises another critical point—AI hallucinations. Anyone who’s spent time in ChatGPT or Gemini knows that AI sometimes just… makes things up. In marketing, that might mean incorrect metadata, broken schema markup, or inaccurate page copy.
When applied automatically to a dental website, these errors can cause:
- Ranking drops due to misconfigured SEO elements
- Misleading or inaccurate information that hurts patient trust
- Compliance risks with Google’s quality standards for healthcare content
Dan puts it bluntly: “Do you really want to hand over full control of your website to AI?”
The Real Red Flags to Watch For
Brian points out that any “SEO package” priced under $1,000 per month should trigger skepticism. Many of these low-cost agencies rely on cookie-cutter automation, not expertise.
And as Dan adds, because anyone can start a marketing agency today using $99 software and a Facebook ad, dentists have to be extra vigilant. Unlike dentistry, marketing isn’t regulated—so due diligence matters.
They both agree: if an agency promises “30 new patients in 30 days or your money back,” or claims “all-human SEO” with zero AI use, those are huge warning signs.
The Smart Way to Ask Dental Marketing Agencies About AI
Dan asks Brian what dentists should ask potential marketing partners about their AI use. Brian’s advice:
“Simply ask, ‘Can you tell me how you use AI in delivering your services?’ If they’re evasive—or say they don’t use it at all—that’s a red flag.”
Agencies that claim to avoid AI entirely are stuck in the past. But those that rely only on AI are cutting dangerous corners. The best agencies use AI responsibly—as a force multiplier, not a replacement.
Google’s Official Word on AI Content
Some agencies still scare dentists into thinking Google penalizes AI-generated content. That’s pure fiction.
As Dan notes, Google’s own Search Liaison has publicly stated that AI content is fine—as long as it’s high quality and helpful. In fact, Google’s guidance says AI can be used as part of the creative process.
The key, Brian explains, is that AI-generated content must be human-edited. “You can’t just toss AI content on your site and hope it ranks,” he says. “That’s a recipe for disaster.”
The Takeaway: Responsible AI in SEO and Dental Marketing Wins
The real magic happens when AI meets expertise.
At DentalScapes, Dan and Brian use AI to enhance their clients’ SEO—streamlining research, generating insights, and scaling what works—but every strategy, page update, and campaign is human-reviewed. That combination of speed, precision, and professional oversight is what separates results-driven marketing from hocus pocus.
It’s irresponsible not to use AI. But it’s just as irresponsible to rely on it blindly.
Ready to Grow Your Practice?
Looking to scale your dental practice with a marketing partner leveraging responsible AI-assisted SEO and AIO? Schedule a FREE strategy call with DentalScapes and let’s see if there’s a good fit here: