Every center page is titled “DaVita”.
Can AI find the right dialysis center? Fresenius writes each center down for a machine. DaVita writes it for people.
Watch the walkthrough, or open it on YouTube.
A patient types dialysis center near me open saturday. Two of the biggest names in dialysis want that patient: DaVita and Fresenius Kidney Care. Both offer in-center hemodialysis, home hemodialysis and peritoneal dialysis, and DaVita also runs overnight dialysis at some centers.
For an AI assistant, the hard part is not finding a center. It is connecting the right treatment, the right hours and the right center, then telling the patient how to start.
Five questions: each answers three, and neither says which insurance
We scored the page a patient actually lands on, read before JavaScript runs.
DaVita davita.com
3/5
- ✓Where is it?
- ✕Is it open when I need it?
- ✓Does it offer my treatment?
- ✓Can I book a visit or a tour?
- ✕Does it take my insurance?
Fresenius freseniuskidneycare.com
3/5
- ✓Where is it?
- ✓Is it open when I need it?
- ✓Does it offer my treatment?
- ✕Can I book a visit or a tour?
- ✕Does it take my insurance?
Method: 30 center pages from each brand on 16 October 2026, read before JavaScript runs. Fresenius pages were sampled at random from its center sitemap. DaVita lists no center pages in any sitemap, so its sample was drawn at random from 1,013 centers its own finder returns across 12 metro areas. Both sites answer a browser and Googlebot the same way.
Credit to both: each center page says which treatments it offers
In dialysis the question that matters most is not only “where” but “what”: in-center, home hemodialysis, peritoneal or overnight. Every center page we read on both brands names the treatments that center actually offers.
Overnight dialysis is rare, which is exactly why a patient asks an assistant for it.
What Fresenius does right: a full listing on every center page
Every Fresenius center page carries one block an assistant can follow without reading a sentence: the address, the map pin, the opening hours and the treatment type. The hours are printed for people too.
A Fresenius center page · the listing
"@type": "MedicalClinic", "medicalSpecialty": "dialysis",
"openingHours": ["Mon 5:00-17:00", "Tue 6:00-15:00", … "Sat 6:00-12:00"],
"geo": { "latitude": …, "longitude": … }, "address": { … },
"availableService": { "name": "In-center hemodialysis" }
DaVita: a person sees the center, a machine sees “DaVita”
Each DaVita center page shows the address, a phone number and the treatments in words. The data underneath describes the website, not the center. Every page’s title is the single word “DaVita”, and no page shows its opening hours at all.
A DaVita center page · every type in the data
"WebSite" · "Organization" · "SearchAction" · "ImageObject"
<title>DaVita</title>
No center. No address. No hours. 0 of 30 pages.
DaVita’s center pages are hard for a crawler to find
None of DaVita’s sitemaps lists a single center page, and the state and city folders above them return “not found”. The pages are reached through the center finder, which needs JavaScript. A made-up center address, meanwhile, answers “200 OK” instead of an error.
One label each to fix
Both brands publish one detail that misleads a machine. Neither is a big job.
Two labels an assistant would repeat word for word
DaVita · treatment options on 126 of 1,013 centers
PD Services, In-Center Hemo, Disaster Related Expenditures
Fresenius · the phone in every listing we checked
"telephone": "1-800-881-5101" ← the national line, not the center’sOn Fresenius, the center’s own phone number appears only in the words on the page.
The questions neither answers
No center page on either brand names the insurance plans it accepts. Only DaVita offers a next step on the page: a tour arranged by phone. Neither has written an llms.txt, the note that tells AI engines what a company is and which pages matter.
The scorecard: eight to two, and two that neither passes
Eleven checks, the same method, both brands.
| Check | DaVita | Fresenius |
|---|---|---|
| A center listing a machine readsAddress and phone in the page data | ✕ | ✓ |
| Map coordinates in the listingSo an assistant can place the center | ✕ | ✓ |
| Opening hours on the pageIn words, or in the data | ✕ | ✓ |
| Treatments named on the center pageIn-center, home hemo, PD | ✓ | ✓ |
| Treatments named in the dataIn a field, not only a heading | ✕ | ✓ |
| Its own title, one per centerHow the result reads in search | ✕ | ✓ |
| Center pages listed in a sitemapSo a crawler knows they exist | ✕ | ✓ |
| Dead URLs return an errorNot “200 OK” for a center that isn’t there | ✕ | ✓ |
| A way to book a visit or a tourOn the center page itself | ✓ | ✕ |
| Insurance plans namedWhich plans this center accepts | ✕ | ✕ |
| A note written for AI enginesAn llms.txt on the domain | ✕ | ✕ |
Why this matters to a clinic
Connect the treatment to the center, and AI can recommend it. Location, treatment options, hours, scheduling and patient support all have to be on each location’s own page, in a form a machine can follow.
- Give every location its own title and its own listing, with the address, map pin and hours.
- Name the treatments each location offers, in the data and not only in the words.
- Put every location in your sitemap, and return a real error for pages that do not exist.
- Say which insurance plans you take, and give patients a way to book the first visit.
- We search for your clinic the way a patient would. Your city and your competitors, on Google and on the AI assistants.
- You get the gaps in plain sentences. One list you can hand to whoever runs your website.
- It takes a day. No commitment, no cost.
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