First in a helpful series
I feel like not enough businesses in my field give back, so I have decided to start a series where I give you some essential tips on managing your business online, whether that’s how to be found, website design considerations, or functionality ideas. Each post will focus on a specific industry and share practical, easy-to-follow tips on how to best manage your online presence. This time, we’re looking at SEO for dentists—probably because I’ve been feeling guilty for not going in over a year, and so they’ve on my mind! But guilt aside, even the best dental practice won’t thrive if no one can find it on Google, so let’s get stuck in.
SEO (Search Engine Optimisation) isn’t just about ranking high. It’s about attracting the right people, turning them into patients, and growing your practice. Whether you’re a solo dentist, part of a clinic, or launching a new practice, these SEO strategies will help you fill your appointment book.
1. Keyword research that matches patient searches
Keyword research is the foundation of any good SEO strategy. It’s about understanding what potential patients are searching for and ensuring your website appears when they need your services. Dental patients often search for solutions to problems like tooth pain, teeth whitening, and emergency dental care. If your website doesn’t include these relevant keywords, you could be missing out on valuable traffic.
Using the right keywords means your website will attract the right audience—people who are actively looking for a dentist. By optimising your site with well-researched terms, you improve visibility and increase the likelihood of getting new appointments.
Here are some keyword ideas for dentists:
“Best dentist in [your city]”
“Emergency dental care near me”
“Teeth whitening services near me”
“Invisalign vs braces”
“How much does a dental implant cost?”
“Pain-free root canal options”
“Family dentist for kids”
Action steps
- Use tools like Google Keyword Planner, SE Ranking, Ahrefs, or SEMrush to find out what people are searching for.
- Focus on local keywords (e.g. “best family dentist in Bournemouth”).
- Think about common patient concerns (e.g. “does a root canal hurt?”).
2. On page SEO that keeps visitors engaged
On-page SEO ensures that once people find your website, they stay and engage with your content. It includes optimising elements like title tags, headers, and page structure to make your site both user-friendly and search-engine-friendly. A well-structured website encourages visitors to explore your services and ultimately book an appointment.
For a dental website, on-page SEO is crucial. A potential patient might visit looking for teeth whitening services but also discover your dental check-up packages. By improving site navigation, content clarity, and internal linking, you make it easier for patients to find the information they need.
Essential on page tweaks
- Title tags & meta descriptions – Write engaging, keyword-rich titles like “Gentle & Affordable Dental Care in Manchester.”
- Headers (H1, H2, H3) – Organise content in bite-sized sections so it’s easy to read.
- URL structure – Keep it clean and simple (e.g. yourwebsite.com/teeth-whitening-manchester).
- Internal links – Link between relevant pages (e.g. your “Invisalign” page linking to “Braces” page).
- Images & alt text – Make sure your images load fast and include alt text (e.g. “Before and after teeth whitening”).
3. Local SEO that puts you on the map
Local SEO for dentists is essential since most patients search for a nearby practice. People don’t want to travel far for routine check-ups or emergency procedures, so appearing in local searches is vital. When someone searches for “dentist near me” or “best dental clinic in [city],” you want your business to be one of the top results.
Google Business Profile plays a significant role in this. Optimising your profile with accurate details, positive reviews, and updated photos will help potential patients find and trust your services. Consistency across local directories also helps boost your credibility in search engines.
Local SEO Must Do List
- Google Business Profile (GBP) – Fill out your profile with photos, services, and patient reviews.
- NAP consistency – Ensure your Name, Address, and Phone Number are identical across listings.
- Encourage reviews – Happy patients? Ask them to leave a Google review!
- Local citations – Get listed on business directories like Yelp.
4. Technical SEO to boost performance
Technical SEO ensures your website runs smoothly, loads quickly, and provides a seamless experience for users. A slow or clunky website can drive potential patients away, increasing your bounce rate and decreasing conversions.
A slow or clunky website can drive potential patients away, increasing your bounce rate and decreasing conversions.
For dentists, having a mobile-friendly and secure website is non-negotiable. Many patients browse on their phones, so if your site isn’t responsive, you might lose potential clients before they even see your services.
Quick technical fixes
- Mobile-friendliness – Your site must work smoothly on phones and tablets.
- Speed matters – Use Google PageSpeed Insights to check (and fix) slow-loading pages.
- Secure HTTPS – If your site isn’t secure (SSL certificate), Google may penalise you.
- Fix broken links – Ensure all links on your site work properly.
- Schema markup – Helps Google understand your site and display rich results (like star ratings).
5. Content marketing that builds trust
Creating valuable content helps establish your expertise and build trust with potential patients. By providing informative blogs, FAQs, and videos, you give patients the knowledge they need to make informed decisions about their dental care.
Google also rewards websites that regularly update their content. A strong content strategy will boost your SEO rankings and keep patients coming back for advice.
Winning Content Ideas
- FAQs – Answer common patient questions (e.g., “How long does a filling take?”).
- Blog posts – Write engaging articles like “The 5 Biggest Myths About Root Canals.”
- Videos – Show behind-the-scenes, dentist Q&As, or patient testimonials.
- Case studies – Real success stories can build trust and attract more bookings.
6. Increase authority with link building
Link building is an essential part of SEO that helps improve your website’s credibility and ranking on search engines. When reputable websites link to your content, it signals to Google that your site is trustworthy and authoritative. This can lead to higher rankings and increased visibility.
For dentists, link building can come from industry blogs, local business directories, and collaborations with related healthcare providers. Building high-quality links can set you apart from competitors and reinforce your reputation as a trusted professional.
How to get more links
- Guest blogging – Write for health blogs or local news sites.
- Local partnerships – Partner with nearby businesses (e.g. a gym or spa).
- Press coverage – Get featured in local newspapers.
- Directories – Make sure your practice is listed in trusted directories such as Yell.
7. What gets measured, gets done
When doing SEO for dentists or any other sector its an ongoing process, and tracking your progress is key to understanding what’s working and what needs improvement. Data measured such as in Google Analytics, help you see how many people visit your website, how they interact with your content, and whether they’re converting into patients.
For dentists, tracking performance metrics like website traffic, appointment bookings, and search rankings can help fine-tune marketing efforts. Understanding these insights ensures you’re making data-driven decisions to grow your practice.
Key metrics to watch
- Website traffic – How many visitors come from Google?
- Keyword rankings – Are you climbing up the search results?
- Click-Through Rate (CTR) – Are people clicking on your search listings?
- Conversion rate – How many website visitors book an appointment?
- Bounce rate – Are people leaving your site too quickly? If so, improve your content and design.
Final thoughts on SEO for dentists
I hope you’ve found this guide useful and that it’s given you some actionable steps to improve your online presence. If you’d like to discuss any of these strategies in more detail, feel free to get in touch—I love talking about this stuff! Keep an eye out for the next post in my sector-specific top tips post, where I’ll be covering another industry with more tailored advice, you can to be notified when the next post comes out. See you then!
