How a city dental practice grew search and AI visibility
Service
SEO, AI search, paid media, social, web
Industry
Dental
Timeframe
Ongoing
Locations
Five sites, dense metro market
The business
A private dental group with five sites, anchored by a flagship practice on a premium avenue in a dense metro market and supported by suburban family locations across two states. Specialists across five disciplines work under one roof, alongside a facial aesthetics line that most dental brands do not carry.
- Consolidated the naming so all five sites build one authority instead of four
- Split campaigns by catchment: cosmetic intent in the core, family and insurance intent in the suburbs
- Pointed the published emergency visit price at emergency search
- Used the published second opinion price as a competitor conquesting play
- Rebuilt the implant, veneer and aligner pages from link hubs into full pages
- Built neighbourhood landing pages for all five catchments
- Reattributed content from a house byline to the named specialists
- Optimised for citation in AI assistants alongside traditional rankings
- Added the missing location to the booking flow and consolidated two booking systems
The constraint
Two audiences that need opposite marketing from one brand. A high value cosmetic and implant buyer in the metro core, and insurance led family dentistry in the suburban catchments. Anything written to satisfy both converts neither.
What we would do differently
Fix the booking flow before driving any paid traffic. One location was unselectable for the entire first flight, and every enquiry that should have gone there either went elsewhere or went nowhere.