Post Your Rates for AI Search? Yes, as a Dated Fee Table

Should a cash-pay practice post its fees for AI search?

Yes, and in one specific form: a table on your own site with the service, the visit length, the fee, and the date the prices were last checked. An answer engine can only repeat a fee it found somewhere. When your site carries none, whatever the engine says about your price came from another page, and that page's number is the one a reader hears next to your name.

Google's own guide to its AI features says the requirements are the ordinary ones: the page indexed, eligible to show with a snippet, and the site included in Search Console's generative AI features 1Ref 1Google Search Central (2026).Google's Guide to Optimizing for Generative AI Features on Google Search.That eligibility for Google's generative AI features is ordinary (indexed, snippet-eligible, included in Search Console), that structured data and special files are not required, and that Business Profile details can surface in AI responses.. The same guide says structured data is not required and no special file or markup helps 1Ref 1Google Search Central (2026).Google's Guide to Optimizing for Generative AI Features on Google Search.That eligibility for Google's generative AI features is ordinary (indexed, snippet-eligible, included in Search Console), that structured data and special files are not required, and that Business Profile details can surface in AI responses.. What Google asks for instead is content nobody else has, and it notes that people using AI features ask longer, more specific questions 2Ref 2John Mueller, Google Search Relations (2025).Top ways to ensure your content performs well in Google's AI experiences on Search.That Google asks for unique, non-commodity content, that users of AI features ask longer and more specific questions, and that structured data must match visible content and be validated.. "What does a first visit at this practice cost" is that kind of question. Of the five sources an engine can draw on for a practice, the fee is the one fact only your own site can supply. A directory can list your hours. It cannot know what you charge this month.

Why a directory's estimate ends up attached to your practice

Because an engine finishes the sentence whether or not the page it needed exists. When a practice page carries no fee, the answer draws on whatever mentions a price near your name: a directory's typical-cost range, a review, an aggregator's citywide average. The reader sees your practice and a number in one line, and nothing says the number was about somebody else.

Even a page that gets cited is not safely quoted. A Stanford audit tested four generative search engines. Only 51.5 percent of their generated sentences were fully supported by the citations attached, and only 74.5 percent of citations supported the sentence they sat on 3Ref 3Nelson F. Liu, Tianyi Zhang and Percy Liang, Stanford University (2023).Evaluating Verifiability in Generative Search Engines.The 2023 audit figures: 51.5 percent of generated sentences fully supported by their citations and 74.5 percent of citations supporting their sentence, used to show a cited page can still be misquoted.. The audit is from 2023 and tested general questions, so carry it as a direction for your page and not a rate. The cure for a wrong number about you is a right number on a page that states it plainly, in a sentence short enough to lift whole.

No published measurement shows how often an engine quotes a directory range for a specific practice. What the audit shows is that the engine writes the sentence whether or not its citation supports it.

What the dated fee table needs

Four columns and one sentence under them. The columns are the service, the visit length, the fee, and the date the price was last checked. The sentence says that fees can change and that the table shows the current ones. A reader, and an engine, then gets the whole answer in one row: what the visit is, how long it runs, what it costs, and how old that claim is.

The fees above are illustrations; the shape is the point.

The checked-on date is the column that separates the dated fee table from a price list. It tells the reader whether the number is current, and it lets you change one row without implying the whole table was reviewed that day. Keep the label the same on every row.

Google treats a page's byline date as its own estimate of when the page was published or significantly updated, and it recommends a prominently labeled visible date with structured datePublished or dateModified values that match it 4Ref 4Google Search Central (2025).Influence your byline dates in Google Search.That a byline date is Google's estimate of a page's publication or significant update, that visible and structured dates must match, that other dates should be minimized when the wrong one is picked up, and that dates must describe the page and not an event on it.. When the wrong date keeps getting picked up, it says to minimize the other dates on the page 4Ref 4Google Search Central (2025).Influence your byline dates in Google Search.That a byline date is Google's estimate of a page's publication or significant update, that visible and structured dates must match, that other dates should be minimized when the wrong one is picked up, and that dates must describe the page and not an event on it.. A fee table carries dates by design. So keep the page's own "Last updated" line to one, label the table's dates as checked-on dates and nothing else, and keep future dates out of every row, since Google says a page's dates must describe its publication or update and not an event it describes 4Ref 4Google Search Central (2025).Influence your byline dates in Google Search.That a byline date is Google's estimate of a page's publication or significant update, that visible and structured dates must match, that other dates should be minimized when the wrong one is picked up, and that dates must describe the page and not an event on it..

If the practice already gives self-pay patients a good faith estimate before a visit, the sentence under the table is where to say so. A practice that already posts the one-page notice about patient billing protections has a home for the table on the same page.

Which markup matches the table, and which does not

Markup is optional, and when you add it, it has to say what the table says. Google's guidance for its AI features is that structured data is not required 1Ref 1Google Search Central (2026).Google's Guide to Optimizing for Generative AI Features on Google Search.That eligibility for Google's generative AI features is ordinary (indexed, snippet-eligible, included in Search Console), that structured data and special files are not required, and that Business Profile details can surface in AI responses., and its guidance on succeeding in AI search is that any structured data must match the visible content and be validated 2Ref 2John Mueller, Google Search Relations (2025).Top ways to ensure your content performs well in Google's AI experiences on Search.That Google asks for unique, non-commodity content, that users of AI features ask longer and more specific questions, and that structured data must match visible content and be validated.. Two schema.org properties fit a fee page, and the right one is whichever the page can keep true.

Schema.org's Offer type states a number. It carries price, priceCurrency (with an ISO code such as USD), priceValidUntil ("The date after which the price is no longer available"), and validFrom and validThrough for the window an offer holds 5Ref 5Schema.org (2026).Offer - Schema.org Type.The Offer properties a fee row can be expressed with: price, priceCurrency with an ISO code, priceValidUntil, validFrom and validThrough.. An Offer per table row, with the same fee and the same currency the row shows, is a faithful translation. priceValidUntil is a commitment: set it only if the practice will hold the fee through that date. Otherwise leave it out.

priceRange states a tier instead. Schema.org defines it on LocalBusiness as text, "for example $$$", names a medical practice among LocalBusiness examples, and passes the property down to MedicalBusiness and its subtypes 6Ref 6Schema.org (2026).LocalBusiness - Schema.org Type.That priceRange is defined on LocalBusiness as text such as $$$, that a medical practice is among LocalBusiness examples, and that MedicalBusiness inherits the property.. It fits a practice that wants to signal a bracket without a figure, and it cannot contradict the table, since it makes no numeric claim. It also cannot give an engine your fee.

Whichever you add, validate the page after every change. A fee that moves in the table and stays in the markup is the easiest way to fail Google's matching rule 2Ref 2John Mueller, Google Search Relations (2025).Top ways to ensure your content performs well in Google's AI experiences on Search.That Google asks for unique, non-commodity content, that users of AI features ask longer and more specific questions, and that structured data must match visible content and be validated..

Keep the number current on the day it changes

Update the table the same day a fee changes, change only that row's date, and tell the engines the page changed. A stale checked-on date is worse than no date: it tells a reader the number was verified on a day it was wrong. Every copy of the number, on the page and off it, gets the same edit.

Edit the fee and set that row's date to today, leaving the other rows alone so a reader can see which price moved. The same fee also appears in the answer capsules on the page ("A new patient visit runs 60 minutes and costs $300; prices checked on September 15, 2026."), on the faq page, and in your Business Profile if it carries a price anywhere. Google's AI guide says Business Profile details can surface in AI responses 1Ref 1Google Search Central (2026).Google's Guide to Optimizing for Generative AI Features on Google Search.That eligibility for Google's generative AI features is ordinary (indexed, snippet-eligible, included in Search Console), that structured data and special files are not required, and that Business Profile details can surface in AI responses., so a stale profile is a second source of a wrong number. Then tell the engines. Bing's guidance on IndexNow names price changes among the material updates that warrant a submission, because crawlers run on their own schedule and an unnotified change can be found late 7Ref 7Fabrice Canel, Principal Product Manager, Microsoft Bing (2024).IndexNow: When and How Websites Should Notify Search Engines.That Bing names price changes among the material updates that warrant an IndexNow submission, and that crawlers on their own schedule may find an unnotified change late.. Gale announces a provider's gale.care page to Bing through IndexNow the day a recorded fee changes. Your own site needs the same, from your web person or your host.

Once a month, put the price question on the monthly prompt panel: ask each engine what a first visit at your practice costs, and write down the number and the page it names. When the number is wrong, the fix is on your page, not in the engine. When a fee changes, say so in the monthly practice note as well, so the change exists on a dated page in your own words. The review that sets the fee, the annual fee review in one afternoon, is a separate job; this page publishes what it decided.

What to leave off the table

Leave off anything the checked-on date cannot vouch for: a struck-through old price, a discount with no end date, a range where a number exists, and a sliding-scale figure you do not want quoted as your fee. Every row will be read out of context by something that has never called your office.

A was/now line is a claim about the past. The table's date supports the current number and says nothing about the previous one, and an engine that lifts the row may keep the old price and drop the strike-through.

A range where a number exists invites the engine to pick an end. If a follow-up is sometimes 30 minutes and sometimes 45 at different fees, that is two rows. A sliding scale is a policy; state it as a sentence ("A sliding scale is available; ask before the first visit") and keep the figures off the table unless you want the lowest one repeated as your fee.

The sentence under the table does the last job. "Fees can change; each row shows the date its price was last checked" tells the reader the number is a snapshot, and it is the sentence an engine is most likely to attach to the fee. That is why it sits under the table and not in a footer.