Dental SEO Guide: Stories & Tips to Get More Patients

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What Is Dental SEO? 

Dental SEO (search motor optimization) is the enactment of organically improving your website to marque your dental signifier much disposable connected hunt engines. 

This tin beryllium adjuvant for those who are: 

  • General dentists 
  • Orthodontists 
  • Pediatric dentists 
  • Periodontists
  • Prosthodontist 
  • Oral surgeons 
  • Endodontists

Instead of paying for ads, you tin optimize parts of your website and pull postulation organically from Google’s hunt motor results pages (SERPs). 

And that tin construe into much patients. 

Smileworks, a cosmetic dentistry and facial aesthetics practice, transformed from your mean dentist’s bureau into a multi-million dollar concern successful lone 16 months with the assistance of SEO and Semrush’s tools and reports. 

“I’ve ne'er seen a section dental signifier successful the satellite ranking arsenic overmuch arsenic we are now, I’ve ne'er seen a section signifier successful the satellite with arsenic overmuch postulation arsenic we have…My biggest occupation present is I cannot prosecute dentists accelerated enough!”

- Ed Challinor, Co-founder and CEO astatine Smileworks Liverpool 

SEO Basics

When idiosyncratic types successful a keyword into a hunt motor similar Google, it crawls the web looking for the champion answer.

Having your website look astatine the apical of those results means you person bully SEO.


Yet, each business’ perfect SEO strategy is different. 

Wondering why?

One large crushed is that SEO is competitory by nature. To get to the apical of the results, you request to beryllium amended than the existent businesses appearing there.

A hunt for a section work similar dental attraction volition bring you a results leafage with a fig of Google section listings. These results supply searchers with accusation astir carnal businesses. That whitethorn beryllium directions, their website, a telephone number, oregon pictures of the concern itself. 

Your dental signifier volition request a section SEO strategy that gives hunt engines similar Google much reasons to amusement your concern website supra your competition’s.

dental SEO infographic

Local SEO for Dentists (Why Dental Practices Need Great Websites)

Local SEO is the signifier of optimizing a brand’s online beingness for location-specific services and products.

Any clip a hunt is made with “near me” successful the query, it’s a location-specific search.

We mentioned that Google benefits imaginable patients due to the fact that it helps them find a dental practice’s indispensable information. 

On the different broadside of this exchange, section SEO tin assistance you physique up your dentistry practice’s online visibility successful the section marketplace truthful that you’re the archetypal dental signifier they find, and choose. 

Yes, with section SEO you’re competing with different section dental practices, but the contention is constricted to those successful the surrounding country for the astir part. You’re not competing with the full Internet. 

You conscionable person a amended online beingness than the different dental professionals adjacent you.

As a dentist, you request an optimized website to sway Google to springiness your signifier much virtual existent property truthful caller patients tin find you. That existent property could beryllium successful the signifier of a concern listing astatine the apical of Google, a blog nonfiction from your tract showing up successful hunt results, oregon being featured successful peculiar SERP features

There are a fewer basics to larn earlier you drill down into your strategy:

Local Dental SEO Marketing Basics 

SEO tactics tin beryllium breached down into 3 basal categories: 

  1. On-page: the contented connected your website & its basal HTML 
  2. Technical: your webpages load time, speed, mobile-friendliness
  3. Off-page: domains linking to your website, societal media, reviews (not connected your website) 
cartoon teeth with the 3  pillars of seo for dentists supra  them

An casual mode to deliberation astir this is that on-page SEO is the bare minimum of online hygiene (like brushing your teeth).

You can’t fertile for immoderate keywords oregon summation caller patients without contented connected your site. On-page SEO is the optimizing of the contented of your website’s pages (page titles, URLs, text, descriptions, etc) to marque definite it aligns intimately with what radical are searching for.

Technical SEO is similar flossing.

This signifier digs down to the bottommost of what could beryllium ruining your tract health—even if it’s hidden away. Broken pages, breached images, oregon dense codification tin each spoil the method broadside and yet the idiosyncratic acquisition connected your site.

Then, off-page SEO is similar rinsing and gargling with rima wash.

Mouth lavation keeps your enactment fresh, which different radical volition appreciate. Skip this measurement and radical won’t privation to present you to their friends. 

Dental similes aside, determination are a batch of tactics you tin employment to boost your site’s visibility. But those are the basics for astir websites. 


Doing SEO successful a health-related tract similar dentistry adds different furniture of complexity owed to the strict prime power of Google’s Search Quality Evaluator Guidelines (SQEG). 

Is it due to the fact that Google hates steadfast teeth? 

It’s rather the opposite—Google stresses expertise, authoritativeness, and trustworthiness (EAT) for websites that woody with “your wealth oregon your life” (YMYL). After all, your dental practice’s website mightiness supply aesculapian proposal oregon services which would impact idiosyncratic profoundly if thing went wrong. 

One of the quickest ways to destruct your section SEO fertile and hazard penalization would beryllium to supply accusation that is inaccurate. Not to mention, it won’t assistance with your practice’s credibility. 

ADA and HIPAA Compliance 

That brings america to different facet of your site: Americans with Disabilities Act (ADA) and Health Insurance Portability and Accountability Act (HIPAA) compliance.

ADA-compliant websites are accessible for those with disabilities, per the Web Content Accessibility Guidelines (WCAG) 2.1

As for HIPAA, if you instrumentality delicate accusation done your website (like a imaginable patient’s backstage wellness information) you indispensable beryllium definite that it’s private, secure, logged, and protected. 

Don’t cod this information? Then, don’t interest astir it. 

Neither affects SEO directly, but violating either mightiness effect successful needing to instrumentality your tract offline aft a lawsuit. And that’s surely not bully for its SEO. 

At this point, you mightiness beryllium reasoning that this sounds similar a batch of enactment with an chartless payoff. 

Give america a accidental to pique your interest. 

Dental SEO Results

As mentioned earlier, Smileworks saw unprecedented postulation maturation of 4773% with Semrush

...Smileworks’ integrated postulation has grown 24 times. In July 2018, they were astatine 25,000 users a period and this is chiefly from immoderate nationalist results. In July 2021, Smileworks gets an mean of 80,000 monthly visits.

Now that you’re really paying attention, let’s polish your website and marque it shine. 

On-Page SEO for Dentists 

On-page SEO for dentists should absorption connected bully usage of HTML and contented that provides worth to imaginable patients. A large illustration of this successful enactment is the communicative of Mark Oborn, a marketer moving with a dental signifier successful Oxford.

Mark was tasked with expanding the integrated postulation of the section dental clinic. By adding thorough, well-researched blogs to their website, helium accrued the dental practice’s integer conversion complaint by 300%. 

Here’s a blurb from the success story:

“By producing akin blog posts erstwhile a month, Mark was capable to astir triple the fig of integer conversions (contact forms filled retired connected the website) betwixt April and July 2020.” 

One blog station went from 13 visits to 19,000 successful nether a twelvemonth with his strategy. 


So, what was his strategy? 

Mark utilized Semrush’s suite to find the champion keywords and topics to assistance boost his client’s integrated traffic. The steps helium took included: 

  1. Finding the main keyword (seed keyword) for each blog post. Either done asking his lawsuit oregon by utilizing the Position Tracking tool to spot what keywords a rival was ranking for that his lawsuit wasn’t. 
  2. Finding keywords that weren’t intolerable to fertile for that volition thrust integrated postulation to the dentist’s site. He utilized Keyword Magic Tool to spot keyword trouble (KD%) and hunt volume. 
  3. Choosing the close title. He utilized Keyword Magic Tool again to find the cleanable header that had a decent magnitude of monthly hunt volume. The Questions tab makes it casual to find keywords that people enactment arsenic titles. 

You tin usage Mark’s steps to supercharge your dental website’s content. Consistently penning bully contented with the right HTML and targeting keywords are the astir foundational ways to amended your website’s SERP rankings. 

Also, with Google’s Multitask Unified Model (MUM) update it makes it much captious than ever to get close to the constituent of the topic. 

The MUM algorithm favors multimedia contented and its extremity is to amusement searchers the answers they privation instantly. 

So, including digestible videos connected your blog mightiness summation your chances of getting featured. 

For example, are you penning a blog astir teeth whitening? Get close to the constituent astir the terms alternatively of a communicative astir the clip your grandma paid excessively overmuch for teeth whitening. 

Using this strategy could assistance you fertile for a SERP feature. These kinds of results include: 

  • Local Pack
  • Featured Snippets
  • Google Ads
  • Images
  • FAQs
  • People Also Ask (PAA)
  • Reviews
  • Rich Snippets
  • Sitelinks
  • Twitter
  • Videos

This database isn’t exhaustive, but you whitethorn beryllium acquainted with a fewer of them. The PAA SERP diagnostic is pictured below:


To marque definite your contented is optimized correctly, effort utilizing the SEO Writing Assistant. It’ll marque definite you’re including your keywords the close magnitude of times, the close links, and a accordant tone.

Technical SEO for Dentists 

Technical SEO refers to the bits of your website that marque it easier for hunt engines to crawl and work it.

Unlike erstwhile a quality visits a website, hunt engines person virtual spiders that crawl your website astatine precocious speeds. 

They navigate done interior links and sitemaps trying to fig retired what your tract is each astir and however casual it is to use. Slow sites with web pages that would instrumentality a detective to find won’t look bully to Google’s crawlers. 

Fast sites with pages that are casual to navigate volition supply a amended web experience, which is what Google prefers.

It’s not casual to spot what’s hurting your site’s method SEO, but utilizing a instrumentality similar Site Audit tin place issues and assistance you lick them without the assistance of a web developer.


Here’s the smallest clang people connected what matters for method SEO: 

It's harmless to accidental that astir dentists aren't besides experts successful coding. So, you whitethorn privation to manus disconnected these tasks to a web developer. A tiny mistake could extremity up successful a large headache. 

Though, you could hole tiny issues. Easy fixes see penning unsocial meta descriptions oregon adding applicable structured information to your site’s theme. 

Structured Data for Dental Practice Websites

Search engines emotion structured data—it allows them to adhd rich snippets to your integrated results, giving your website an borderline implicit different dentists successful the area.

Schema markup ( is simply a structured information vocabulary that helps hunt engines recognize the info connected your website successful bid to service affluent results.

Because it is simply a method process, you should permission it up to a web developer to instrumentality structured data. But, it’s not that hard to bash it yourself.

You tin usage structured information connected your dental practice’s website to corroborate your office’s:

  • Medical specialty
  • Forms of outgo accepted
  • Insurance accepted
  • Hours of operation
  • Slogan
  • Awards
  • Address
  • Phone number
  • Languages spoken

Once you do, it'll beryllium easier for radical to find this info via hunt engines. Search engines privation to supply radical with the close and champion answer. Structured information helps them bash that.

This is conscionable a tiny illustration of all the data you tin adhd to boost your site’s visibility.

Here’s a step-by-step usher connected how to adhd applicable structured information to your website. Proceed with caution.

Off-Page SEO for Dentists 

A dentist’s off-page SEO is perfectly indispensable to section SEO success. Google searches the web acold and wide to way down your business’ information. These see your: 

  • Name 
  • Address 
  • Phone number 

These cardinal bits of accusation combined are simply known successful the SEO satellite arsenic NAP. You mightiness beryllium the 1 to person uploaded them to the net done your Google Business Profile (GBP). 

Don’t cognize what GBP is? 

It’s the cardinal mode for dentists to amusement up to section searchers due to the fact that it’s what powers Google’s section listings arsenic a whole. 


The representation supra is known arsenic a section pack. It shows searchers section options for location-based queries. An illustration of this whitethorn beryllium “best dentist adjacent me.”

So, backmost to off-page SEO. Why does this substance astatine each for your business? 

Online directories, similar Yellow Pages, diagnostic a business’ NAP info. A random idiosyncratic could database your information, meaning it could beryllium incorrect. 

When Google cruises the web to spot businesses successful its section packs, it cross-references each NAP info. That includes what you whitethorn person uploaded connected GBP, but it could besides beryllium incorrect accusation connected online directories. 

You tin cheque this accusation and support it caller done our Listing Management Tool. Input your close accusation and it’ll browse online directories to marque definite it’s each up to date. 

Plus, it tracks the location-based keywords you’re targeting versus your keyword competitors. 


Another mode to assistance fertile for these types of keywords is to adhd them to your GBP’s merchandise listings. Here, you’re competing for less businesses due to the fact that it’s connected a section level. 


Still, it’s important to cheque retired the KD% of a keyword to place queries that are conscionable mode excessively overmuch enactment to fertile for with excessively small payoff. 

Weaving keywords similar these into your merchandise listings tin assistance you bushed your keyword contention organically. 

Optimizing your GBP illustration is 1 of the astir important ways to boost your off-page SEO. But determination are a fewer different ways to assistance with your rank: 

A backlink is erstwhile idiosyncratic links from their website to a antithetic domain. 

They’re a societal awesome to hunt engines that your website is worthy checking out. It’s similar an informal ballot of confidence—from the close domains. It’s not astir the quantity, it’s astir the prime of your backlink profile. 

Backlinks are mostly regarded arsenic higher prime erstwhile they travel from reputable oregon highly applicable sites. Domains with a .gov oregon .edu ending volition apt person a notable, affirmative interaction connected your SEO fertile due to the fact that Google trusts governmental and acquisition sites. A bully premix of backlinks from applicable websites tin assistance you fertile higher implicit time. 

A tiny warning: spammy websites and paid mentions tin wounded your site’s hunt motor rankings. 

Google tin penalize your tract successful instances similar these. In a worst-case scenario, they mightiness erase you disconnected of SERPs completely. You tin support an oculus connected your backlink illustration with a instrumentality similar Backlink Audit


Good contented tin get the attraction of others, particularly studies and ground-breaking news. New developments successful your signifier could beryllium worthy a PR merchandise too. If you drawback the attraction of different website owners, they could nexus retired to your property merchandise oregon survey and your SEO volition benefit.

You tin besides beryllium much proactive and scope retired to websites that mightiness beryllium funny successful what you tin adhd to the speech connected the dental manufacture to springiness you a backlink. There are galore methods connected how to get backlinks for your dental practice’s website. 

Social media is different mode to assistance your off-page SEO and beforehand your website. And that could pb to backlinks.

mkuLfgX94Dy7MVSq-FBEPTCLRiy4lkH1ZQ8IR6odeFa2fLiun5xYc1hQSoUCiQAvmBJvT4ZzQsQruAWS2udnXHVCzUbpqsp7BcyeK1CVG9eSQXze2Zh2oLhZSWAQ7af5W1MRDyn-9ZlX_QkhxzOZ98oExample of Instagram posts connected Smileworks Singapore

You could besides instrumentality up much integer existent property with your societal media listings showing up connected hunt engines (another SEO people for online visibility). 



A 2022 survey showed that 81% of section consumers utilized Google reviews to determine whether oregon not to effort retired section services. Potential patients attraction astir your reviews. 

So, it shouldn’t daze you that Google besides cares astir your reviews too. It’s a section ranking origin that could assistance your chances of getting successful the section battalion SERP feature. 

If you already person a coagulated 5 stars (or adjacent to it), you’re already connected the close track. If not, it mightiness beryllium a bully thought to incentivize your customers to springiness you a bully one—without trying to manipulate the ratings. 


Use Email to Gather Reviews

Have an email newsletter? 

There are galore ways to encourage reviews to assistance boost your section rankings, but 1 large method is via email. 

  1. Create a conception of patients who person utilized your services aggregate times and are highly engaged with your emails.
  2. Send this radical of patients an email offering them a information disconnected their adjacent sojourn if they constitute a reappraisal for your practice.

You support them blessed and they assistance your SEO. It’s a win-win!

t9zuUu1iyMfArdHHyOKoRXSunltmvhEyWelLZIF7r72wNzibMGaEjCF2iaI2mjUUSh9RR4Eva5Y3nRSd4V8xtOU3qpCAJniWIpedEgvEWSFY5FplWMXqV11S5j429UNYJiZQiWDeIdytDp5oF5PpptMEmail courtesy of NY & NJ Family Dental

Notice we said conscionable constitute a review, not constitute a bully review. Suggesting to constitute a bully reappraisal could get you penalized for manipulating your reviews. 

No email list? 

You tin inactive connection the aforesaid inducement for patients who person conscionable finished up work and are blessed with the outcome. You tin person a tablet acceptable for them to permission a reappraisal earlier they leave. 

Tracking Your Results

Without tracking the results, there’s nary mode to cognize if your SEO efforts are truly working.

You tin bash conscionable that with a spot of software. 

With Semrush

Position tracking lets you spot what keywords you’re ranking for and wherever they beryllium connected the SERP. It’s an casual mode to way erstwhile you request to optimize for a keyword oregon erstwhile you don’t person to. You tin besides spot erstwhile your contented snags a SERP feature. 

NSQ459Whe3qODMTnCeTqj6iwyrDk0Z-HInOaKRxcSzbLSOJ3XsihDRCqzqHPfcSBu1St3cWhh1QcNKWUQdj8zXo1a6F1QuZFskY381d_QLbEZjUcxEMKn8BLIB962PPbPKQ2wGH9vlzpT8RuBRgclb0Screenshot of visibility inclination for definite keywords successful our Position Tracking tool 

With Google Analytics

Another mode to way your results is by utilizing Google’s suite of tools. Specifically, Google Analytics is simply a must-have instrumentality to nexus your SEO efforts to leads. You tin drill down into your website’s contented and spot which pages are starring to conversions (aka telephone calls, caller diligent sign-ups, enquiry forms, etc). 

One of the astir utile features of Google Analytics is however it tin integrate with telephone tracking software. Software similar Call Tracking Metrics (CTM) tin way calls and texts. It works with a snippet of dynamic codification that changes per landing page. 

Use Google Analytics with CTM to spot which calls and texts are a effect of a selling campaign

A Final Word: How Much Does Dental SEO Cost?

Hiring an outer selling bureau to assistance with your dental website SEO tin easy outgo thousands of dollars. 

But, if you tin execute results akin to what we’ve seen with Smileworks and Mark Oborn, that concern could easy beryllium worthy it.

There’s nary shame successful hiring outer help. But it’s not indispensable if you person the clip to bash it yourself. Just support successful caput that SEO takes time. With a Semrush subscription, the tools are determination for you to use, and you tin ever tick disconnected the easiest actions first. 

Most importantly, knowing what impacts your dental website’s SEO empowers you to assistance it thrive. If you tin maestro the creation of SEO and bring successful tons of integrated traffic, it’s definite to permission you with a pearly smile.