Before we talk about how to do SEO for your dental practice, let me tell you a familiar story:
Think about the journey a patient goes through before they end up in your chair.
It starts with a missed appointment — two years ago.
Then life got busy. The reminders stopped coming. And, honestly, their teeth felt fine. Until they didn’t.
One day, they’re sitting at their desk, trying to focus on an email, when it hits: a dull, throbbing ache in their lower jaw.
It’s annoying, sure, but not worth making a fuss over.
A week later, it’s no longer dull — it’s sharp, relentless, impossible to ignore.
They’ve been popping ibuprofen like candy, but it barely takes the edge off.
Now, they’re lying in bed at midnight, scrolling on their phone, searching for answers.
why does my tooth hurt? turns into do I need a root canal? which turns into best dentist near me:
They don’t just want a dentist — they need one.
Someone who can make the pain stop.
Someone who doesn’t make them feel judged for letting it get this bad.
This is your moment. The second their search engine becomes the bridge between their problem and your solution.
If your name isn’t there — if your website doesn’t speak to their late-night panic — they’ll move on.
They’ll choose someone else.
Not because they’re better at fixing teeth, but because they’re easier to find.
This is where SEO comes in.
It’s what gets you in front of homeowners who need a roofer now.
Not next week. Not in a month. Right. Now.
These aren’t leads you have to chase—they’re coming to you. They’ve already got their wallets open and their ladders ready.
And the best part? Unlike an ad or a boosted post, SEO doesn’t stop working when the budget runs out. It’s a long-term plan that keeps your phone ringing, your crew working, and your business growing.
Look, I’m not saying you should ditch referrals. A happy customer who tells their neighbour about you will always be marketing gold.
But SEO? It’s how you make sure the people who don’t know you exist yet can find you when it matters most.
So if you’re tired of staring out the window, waiting for the next big job to magically fall in your lap, let’s talk about how to make SEO work for your roofing business.
We’re going to break it down step by step — how to show up for the right searches, attract the right leads, and turn Google into your best salesperson.
Let’s get started.
How SEO can grow your dental practice
While social media posts and word of mouth can give your dental practice a bump, SEO is what keeps you at the top of the list, day in and day out.
It’s how you stay in the conversation when people need help with their teeth.
Think about it — every day, people are searching online for answers to their dental problems.
If your business isn’t popping up for these searches, you’re missing out.
I’m a freelance SEO consultant and content writer with over 4 years of experience.
I’ve helped dozens of businesses use SEO to sell more.
Need help brushing up your SEO strategy for your dental practice? Find out more about my services below:
But if you’re looking for a more DIY approach, I’ve put together a no-nonsense guide to show you exactly how to nail SEO for your dental practice.
Thousands of hours worth of research packed into a simple, practical guide. No fluff.
Let’s get started.
Use the Table of Contents below to navigate to the areas you’re interested in.
How to analyse your competitor's dental SEO strategy
Before you start obsessing over keywords, you’ve got to know who you’re up against.
Competitor analysis is where it all begins.
It’s how you figure out what your competitors are doing right — and where they’re coming up short. It’s about finding the spots where their strategy doesn’t shine quite as bright as their veneers.
Let’s paint a picture.
Imagine there’s another dental practice in your city that’s ruling the search results.
They’re showing up for searches like emergency dentist in <city> and best cosmetic dentist near me.
But here’s their Achilles’ heel: their website is clunky, their content feels like it was written for robots, and their “Book Now” button is harder to find than a kid’s first lost tooth.
This is where you swoop in.
Tighten up your site, create content that actually speaks to people, and take their spot as the go-to dentist in your area.
By studying what your competitors are doing well — and where they’re dropping the ball — you’re setting yourself up to win.
Moral of the story?
Before you dive into your SEO strategy, take a moment.
Study the competition.
Here’s how you do it:
Start by Googling your own keywords
Fire up Google and type in the keywords you think people in your area are using to find a dentist.
So, for example, if I’m running a dental practice in Portland, I’d start with a keyword like dentist portland.
Then I’d check out who’s claiming those top spots.
These folks would be my main competitors — the ones standing between me and the top spot.
Now it’s your turn.
Search your target keywords, like and note down the URLs of the websites holding those coveted top spots.
Why?
Because next, we’re going to pull back the curtain on what’s putting them there — and figure out exactly how you can take their place.
Find areas for improvement in your competitor's content
Visit their websites and really dig in.
What kind of content are they putting out there?
Are they writing blogs about common dental questions or sharing guides like ‘How to Choose the Right Dentist for Your Family’.
Maybe they’re got some heartfelt testimonials from patients who finally feel good about their smile.
Pay attention to their tone.
Are they warm and approachable or clinical and detached? Are they building trust with educational content, or relying on glowing success stories from happy patients?
The goal is simple: figure out what they’re doing well — and then do it better.
If they’ve got a landing page for emergency dental care, you create one that’s faster, clearer, and optimised to rank higher in local searches.
Dig into data with SEO tools
SEO tools like Ahrefs, Semrush, and Mangools are an SEO’s best friend when it comes to owning local search results.
These tools are loaded with features that can make your life as a dentist — or the SEO managing your website — a whole lot easier.
They dig up insights and competitor data that would take you hours, maybe days, to figure out on your own.
Want to know what keywords your competitors are ranking for?
How much traffic they’re pulling in?
Where their backlinks are coming from?
These tools have you covered.
If you’re serious about getting more traffic to your site and bringing in more patient calls, investing in one of these tools is a no-brainer.
Personally, I swear by Semrush.
Pop in your competitor’s URL and let the tool do its magic.
You’ll uncover a goldmine of data: their best-performing keywords, the pages driving the most traffic, and even the weak spots in their strategy that you can swoop in and exploit.
It’s like having a roadmap to what’s working in your market — and the best part?
You don’t have to guess.
Take what you’ve learned and use it to sharpen your keyword strategy.
Find the gaps in your competitor’s game, spot areas where they’re falling short, and make your site better.
If you’re not ready to drop cash on a fancy SEO tool, that’s fine.
You can still do some solid keyword research without spending a dime.
Here are a couple of free tools to get you started:
- Hoth Rank Checker – Check out what keywords a competitor’s site is ranking for and see where you can step in.
- Ahrefs Backlink Checker – Take a look at their backlink profile and see who’s giving them a boost.
These tools won’t give you the full breakdown that something like Semrush or Ahrefs Pro will, but they’re a solid way to get started.
With a little patience and curiosity, you can uncover opportunities to get your dental practice noticed.
Keyword research for your dental practice
Let’s go back to that Portland dentist scenario from earlier.
Say someone in Portland wakes up with a throbbing toothache that can’t wait another day.
They’re not Googling best dentist usp.
No, they’re typing in something specific like emergency dentist portland or dentist near me open now.
These are what we call local keywords.
Local keywords matter because they connect you with people who are right there in your service area, ready to pick up the phone and book an appointment.
They help you cut through the noise of the internet so you’re seen by the people who actually need a dentist in Portland—not someone looking for a clinic halfway across the country.
Let me break it down.
If your goal is to attract more local patients, focusing on local keywords should be your top priority.
It’s a smarter strategy: quality over quantity.
Sure, a keyword like best dentist USA might get more search volume, but those people are scattered from Portland to Poughkeepsie. They’re not walking into your office.
On the other hand, someone searching for emergency dentist Portland is far more likely to call your number.
The same principle applies to your dental keywords.
Local keywords put you in front of the people who actually need your services.
Here’s the bottom line: local relevance is more important than sheer search volume.
I’ve already mentioned how tools like Semrush can help you uncover local keyword ideas.
But here’s a bonus tip.
There are two quick and free methods to uncover even more keyword ideas out there:
Related searches
Related searches are free keyword ideas Google hands you every time you search.
You know when you type something into Google, and at the bottom of the results page, there’s that neat little list of similar searches?
That’s what we call related searches.
These searches give you a snapshot of what’s on your audience’s mind — their worries, their curiosities, and sometimes even the exact questions they’re desperate to have answered.
And the best part? It’s stupidly simple to use.
Just Google one of your target keywords, scroll down, and there it is — a cheat sheet Google practically gift-wrapped for you.
So, if you’re looking for an easy way to expand your keyword list, start with related searches.
It’s free, it’s fast, and it’s right there waiting for you to take advantage of it.
Answer Socrates
Not enough people talk about this next tool, and that’s a shame.
It’s called Answer Socrates.
It’s a free way to uncover the questions people are searching about your dental services.
1. Go over to the Answer Socrates website
First things first, head over to Answer Socrates.
The site is clean, straightforward, and easy to navigate.
It’s perfect for dentists who want to cut to the chase and dive straight into understanding what their patients are searching for.
It used to be free, but now you only get 5 daily searches 🙁
2. Plug in your keyword
Type your seed keyword into the search bar.
What’s a seed keyword, you ask?
The answer’s right there in the name.
A seed keyword is your starting point — a broad term that branches out into all the other keywords you’ll dig up along the way.
It’s the foundation of your entire keyword strategy.
For example, dentist portland would be the seed keyword for our Portland-based dental practice.
From there, you build.
You expand into more specific terms like cosmetic dentist portland, emergency dentist near me, or family dentist portland.
Everything starts with that one seed keyword, and from it, your strategy grows.
3. Analyse the results
Answer Socrates will whip up a list of questions, prepositions, and comparisons that people are Googling about your keyword.
Think: “How much does Invisalign cost in Portland?” or “Is teeth whitening safe?”
Now, take that data and cross-reference it with insights from an SEO tool like Ahrefs or Semrush.
The combination gives you a clearer picture of what your audience is asking and which topics will pack the biggest punch for your SEO strategy.
On Page SEO
How to set up location pages
Creating good location pages is a great way to attract customers for your dental practice.
Here are a few approaches you can follow:
Pages that target cities
Let’s say you run a dental practice in Portland but also branches in nearby Beaverton and Gresham.
Here’s the play: create individual pages for each of these areas.
Why? Because each location page lets you target the specific keywords people in those places are searching when they need dental care.
Think along these lines:
- dentist portland
- family dentist beaverton
- emergency dental care gresham
All of these keywords are gold for your dental practice.
So here’s the move: create targeted pages for each of these areas.
By focusing on specific location-based keywords, you’ll show up in searches when people in Beaverton or Gresham are looking for a dentist.
You’re planting your flag in each area so that when someone’s tooth starts aching or they’re overdue for a cleaning, your name is the first one they see.
Of course, you should only target these types of location-specific keywords if you can realistically provide dental care to patients in those surrounding areas.
Basic on-page SEO for your dental practice
Remember these tips for your on-page SEO:
Nail the URL
Keep it short, sweet, and to the point:
Think of your URL like an address — it should tell people exactly where they’re headed.
If you’re a dentist in Portland, your URL might look something like this:
- www.yourdentalpractice.com/portland/family-dentist
Got a branch in Beaverton? Easy:
- www.yourdentalpractice.com/beaverton/emergency-dentist
And another one in Gresham? Same idea:
- www.yourdentalpractice.com/gresham/cosmetic-dentistry
This way, Google knows exactly where to send people, and your patients can find the right location without any guesswork.
Write killer titles and headings
Just because you need to sprinkle keywords into your headings doesn’t mean they have to be boring.
- Write killer titles: Your page title is the first thing people see. Make it count.
- Example: ‘Trusted Family Dentist in Portland’
Your headings can be both optimised and engaging — there’s no reason to settle for something that sounds robotic or dull.
Let the locals do the talking
Drop in some testimonials from folks right down the block.
Nothing says “we’re the dentist for you” like hearing it straight from a neighbor who’s already walked out of your office with a brighter smile and zero tooth pain.
- Example: “Super professional, and they made me feel at ease right away. If you’re in Portland and need a dentist, this is the place to go.” — Emily, Sellwood Resident
It’s simple: people trust people.
Let your happy patients do the talking for you.
Add ALT text to images
For every image, add descriptive alt text that includes relevant keywords.
How to set up Google Business Profile
Complete every section
Fill out every section completely—business name, address, phone number, website, and operating hours.
Use a local phone number to bump up your local SEO.
When you miss out on info you miss out on customers.
An incomplete profile is like leaving the front door open; people can wander in but might not find what they need.
Use posts
Don’t sleep on Google Posts.
Use them to share updates, special offers, or helpful dental tips.
For instance, highlight seasonal promotions like “Free teeth whitening with your first cleaning this summer” or post photos from your team volunteering at a local health fair.
Google Posts aren’t just a way to fill space — they’re a way to put your name out there, build trust, and show that your dental practice is active in the community.
Collect reviews
After a patient leaves your chair feeling better than when they walked in, ask them for a review while the experience is still fresh.
Keep it simple. Send a follow-up email or text with a direct link to your Google My Business review page.
Something like this:
“Hi <Patient’s Name>, it was great seeing you today! If you’re happy with your visit, would you mind leaving us a quick review? Here’s the link: <Insert Link>. Thanks so much!”
And here’s the kicker: always respond to reviews.
Thank your patients for their kind words, and if they share concerns, address them professionally and with the same care you’d give in your practice.
Because in the world of dentistry, trust is everything — and those reviews? They’re gold.
Choose the right categories
Make Dentist your primary category, and add secondary options like Cosmetic Dental Care or Emergency Dental Care.
This helps Google match you with the right patients searching for the specific services your practice delivers.
Use booking features
If you can, enable online booking.
This makes it easy for customers to schedule your services directly.
The simpler you make it for them, the more likely they are to buy.
How to hire an SEO for your dental practice
So, maybe you skimmed through all that and thought, “Ain’t nobody got time for this.”
If that’s where you’re at, it might be time to call in an SEO.
But here’s the thing—when someone pitches you their SEO services, don’t just nod along.
Listen closely. And more importantly, make sure what they’re saying actually makes sense.
If some smooth-talking consultant promises your small Portland dental practice will outrank every big-name clinic across the country by next week, don’t take the bait.
Before you even sit down with an SEO, you need to know what you’re actually trying to achieve.
The problem? A lot of small businesses say they need SEO, but when you ask them why, they freeze.
They don’t know who they’re trying to attract, what they want those people to do, or why it even matters.
They’re just throwing money at a problem they don’t fully understand, hoping something sticks.
Spoiler alert: it rarely does.
Sure, you want more traffic to your site — but more than that, you want the right traffic.
The kind of people who cracked a tooth last night and need an emergency dentist now.
Or the family searching for a kid-friendly dental clinic that takes their insurance.
These are the patients who will actually book an appointment (bottom-of-funnel traffic).
What you don’t want are people who land on your site, skim a few lines, and bounce fast.
That’s how you burn through your budget without seeing a single new patient.
So, before you commit, do your homework.
Here are the questions you should ask before hiring an SEO:
"What's your pricing structure?"
When it comes to SEO, asking about pricing isn’t optional — it’s non-negotiable.
How an SEO prices their work tells you a lot about how they operate and the kind of value they’re offering.
Most SEOs stick to one of two pricing models:
Retainer-based pricing or one-off packages.
Let’s break it down.
- Retainer-based pricing:
First up, let’s talk retainers.
Think of this like having an SEO consultant on speed dial — someone who knows your dental practice like the back of their hand and is ready to jump in whenever you need them.
You pay a set monthly fee, and in return, you get ongoing support, strategy tweaks, and the peace of mind that someone’s out there hustling to keep your practice competitive.
It’s perfect for dental practices that are in this for the long haul.
Why it works:
- Consistency: Your SEO is with you every step of the way, keeping your site fresh, updating strategies as your needs evolve, and adapting to changes in the market.
- Proactive fixes: They’ll monitor your site like a watchdog, catching issues before they snowball and making adjustments to keep you one step ahead.
- Expert advice: Regular insights and actionable strategies to bring in more patients who are ready to book appointments.
If you’re looking for an SEO plan that grows with your practice and keeps delivering results, the retainer model is the way to go.
2. One-off packages:
This is for the dental practices that don’t need someone holding their hand every month but have a few specific things they want to tackle.
Maybe your website needs a checkup.
Or your keywords could use a little polish.
Or maybe you’ve got a page that reads like it was written by a robot, and you want it to sound a bit more… human.
With one-off packages, you pay for what you need, when you need it. No strings attached.
Why it works:
- It’s budget-friendly: If you’re not ready to dive headfirst into SEO, this lets you test the waters without feeling like you’re signing your life away.
- It’s flexible: You can focus on what matters most right now. And if your priorities shift or your budget tightens up, no problem — you’re not locked into anything long-term.
- It gets results fast: One-off projects are all about quick wins, whether it’s fixing a broken page, sprucing up your content, or making your site more search-friendly.
One-off packages are perfect if you just need a little boost to get your SEO moving in the right direction.
"How do you handle reporting and communication?"
When you’re spending your hard-earnt cash on SEO, the last thing you want is to feel like you’re tossing money into a black hole and hoping for the best.
You deserve to know exactly how your SEO plans to keep you in the loop — what’s working, what’s not, and what they’re doing to make sure your investment pays off.
- Reporting:
Reporting isn’t about dumping a spreadsheet on your desk that looks more like hieroglyphics than something useful.
You need reports that tell a story.
A great SEO will take the numbers and turn them into something meaningful, showing you not just what’s happening, but why it matters for your dental practice.
What to look for:
- Practical insights: The best reports don’t just throw metrics your way. They explain what’s working, what’s not, and what you should focus on next. For instance, they’ll tell you why a keyword like emergency dentist Portland is driving traffic, how patients are interacting with your site, and where you might be leaving opportunities on the table.
- Custom dashboards: A solid SEO will set up dashboards where you can check in on your site’s performance in real-time. These tools let them catch problems early and make tweaks to keep you ahead of the competition.
- Context matters: Numbers are just numbers without context. Your SEO should explain the “why” behind the data—whether it’s seasonality, a local trend, or competitor activity. They should connect the dots, giving you a clear picture instead of leaving you to guess.
Because when it comes to reporting, clarity is everything.
2. Communication:
Let’s talk about communication.
SEO is an ongoing process, which means regular updates and check-ins are non-negotiable.
You want someone who keeps you in the loop without you having to chase them down.
Here’s what you should expect:
- Regular check-ins: Whether it’s weekly, bi-weekly, or monthly, you need scheduled time to review what’s been done, what’s coming next, and what needs to change. These meetings are your chance to ask questions, get clarity, and stay involved in the strategy.
- Transparency: A good SEO isn’t going to sugarcoat things. If something isn’t working, they’ll let you know and suggest a new approach. They won’t bury you in buzzwords or gloss over challenges—they’ll bring you into the solution.
- Availability: You want an SEO who’s reachable, not a ghost. Whether it’s a quick email or a Zoom call, they should respond in a way that feels easy and direct. And when they do get back to you, it shouldn’t feel like pulling teeth to get a clear answer.
Because at the end of the day, good communication is essential.
"How do you measure success?"
When it comes to SEO, measuring success isn’t as simple as watching your roofing website climb the search rankings.
That’s just one piece of the puzzle.
You need to know if the time, money, and effort you’re pouring into SEO are actually making a difference—if they’re driving real, measurable results for your roofing business.
So, when I measure success, I look at a full spectrum of metrics that tell a deeper story about your website’s progress.
Rankings:
Seeing your dental practice climb to the top of Google for your target keywords is a great feeling.
It’s proof that your SEO is doing its job.
But rankings alone? They’re just the tip of the iceberg.
What really counts is what’s beneath the surface: turning those rankings into patients walking through your door.
What I track:
- Target keyword rankings: I keep an eye on how your practice ranks for local keywords. This helps us see how visible you are to people actively searching for your services.
- Competitor rankings: I’ll also track how your practice stacks up against other dental clinics in your area, making sure you stay ahead of the competition.
Rankings are important, but they’re just one piece of the puzzle.
What really matters is turning those top spots into clicks, calls and, of course, new patients booking appointments at your practice.
And that is how you do SEO for your dental practice.
That’s all, folks.
That’s all he wrote.
Thanks for reading.
