If families search online for care homes in your local area,  there’s an increasing chance there’ll be turning to AI platforms, rather than traditional Google search.

Tool tools such as ChatGPT and Google Gemini to ask direct questions such as:

“Can you recommend a good dementia care home in London?”

This shift matters.

Because unlike traditional search engines, AI platforms don’t simply display a list of websites.

They actively recommend care homes based on the information they can find, analyse and trust across the web.

In this video, I tested both ChatGPT and Google Gemini in real time using genuine care home search prompts to see exactly how these AI systems generate recommendations — and more importantly, where they source their information from.

The video itself goes much deeper into the mechanics behind AI search, showing live examples of the results generated, the sources referenced and how recommendations are being formed step-by-step.

Watch my  “Where Are Your Care Home Enquiries Coming From?” video.⬇️

What AI Is Checking Out

During the video, I searched for recommended care homes in London and analysed the results as they appeared.

What became immediately clear is that both ChatGPT and Google Gemini consistently rely on a combination of:

  • Google Reviews
  • CQC ratings
  • Care directories
  • Media coverage
  • Third-party review websites
  • Provider websites

The video walks through these examples in detail, including how AI references directories, review scores and authority signals to decide which homes appear most trustworthy.

Google Reviews Matter — A Lot

One of the clearest takeaways from the video is the importance of Google reviews.

Both ChatGPT and Google Gemini repeatedly surfaced homes with strong Google Review ratings, often referencing scores directly in their recommendations.

As shown in the walkthrough, homes with 4.5+ Google ratings consistently appeared prominently in AI-generated recommendations.

That means your Google Business Profile is no longer just important for SEO — it may directly influence whether AI recommends your home to families.

CQC Ratings Are Influencing AI Recommendations

Another major insight explored in the video is how heavily AI appears to factor in CQC ratings.

When searching specifically for dementia care homes, both AI systems frequently highlighted providers rated “Outstanding”.

The video demonstrates how Google Gemini in particular references CQC data and related media coverage as evidence of quality and trustworthiness.

For care home providers, this reinforces how important public reputation signals are becoming within AI-driven search experiences.

Care Directories Also Play a Huge Role

Throughout the video, directories repeatedly appeared as trusted sources for AI recommendations.

Platforms including:

  • carehome.co.uk
  • Lottie
  • TrustedCare
  • Care Sourcer

were consistently referenced by both ChatGPT and Google Gemini.

The video explores this in more depth and highlights how directory visibility, reviews and optimisation are increasingly influencing AI search outcomes.

Many providers still view directories simply as listing platforms — but AI is now actively using them as trusted data sources.

Bigger Care Home Brands Have an Advantage — But Independents Can Compete

The video also highlights how larger providers often appear more prominently due to their broader digital footprint and stronger online authority.

However, independent homes still performed well when they had:

  • Strong Google reviews
  • Strong CQC ratings
  • Optimised directory profiles
  • Consistent online visibility

That’s an encouraging takeaway for smaller providers.

AI search is not purely about size — it’s about trust signals, reputation and digital presence.

What This Means for Care Home Providers

The biggest takeaway is simple:

AI search is already influencing how families discover care homes.

And while traditional SEO still plays a part, AI platforms are increasingly rewarding providers who demonstrate credibility across multiple online channels.

If you want to improve your visibility within ChatGPT and Google Gemini recommendations, focus on:

  • Increasing positive Google reviews
  • Strengthening directory profiles
  • Promoting strong CQC outcomes
  • Building media visibility and third-party mentions
  • Keeping your website content clear and authoritative

My video provides a practical real-world demonstration of how these AI systems behave — and offers valuable insight into where care home marketing is likely to be moving next.

Go watch!

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