Industry: Dentistry
Focus: Local SEO for “Dentist Near Me”
Client: Confidential (Texas, USA)
Duration: 6 Months
Key Metric: Improvement in Local Pack Rankings Across a 4-Mile Radius (25 Location Spots)
The primary goal of this local SEO campaign was to increase traffic and drive more calls to the dental clinic by improving its local search presence. At the time we began, the clinic was receiving very few calls through Google Business Profile (GBP) due to poor visibility in local search results.
This case study highlights how our digital marketing agency transformed the local search rankings of a Texas-based dental clinic. By strategically optimizing their online presence, we significantly improved their visibility on Google’s Local Pack for the keyword “dentist near me.” Initially, 20 out of 25 spots in a 4-mile radius were not ranked within the Top 10 in Google’s Local Pack. However, after three months of optimization, we successfully ranked in the Top 3 in 20 out of 25 locations, dramatically increasing search visibility.
As a result, the clinic’s Google Business Profile call volume surged from 2 to 48 calls over a six month period. This increase in direct inquiries from local customers directly translated into more booked appointments and business growth.
We will walk through the process, the factors that contributed to this growth, and how businesses can replicate this success to drive more local traffic, inquiries, and conversions.
Before we started working with the client, their Google Local Pack rankings were poor, making it difficult for potential customers to find them in local search results. Out of 25 geo-targeted spots, only a handful appeared in the top rankings, while 20 locations were not within the top 10. This lack of visibility meant that when users searched for “dentist near me” within the client’s 4-mile service area, they were not showing up prominently, leading to missed opportunities for patient acquisition.
Additionally, the Google Business Profile (GBP) had very low engagement, with no calls, minimal direction requests, and limited website visits. Upon auditing their technical SEO and online presence, we found several critical issues that were restricting their local search performance:
These challenges collectively hampered their ability to attract organic traffic and generate new patient inquiries. With no calls coming in through GBP, the clinic was losing valuable business to competitors who ranked higher in search results. Our goal was to address these issues through a comprehensive Local SEO strategy, increasing their visibility, boosting engagement, and ultimately driving more calls and patient bookings.
To achieve significant improvements in local rankings, we implemented a comprehensive Local SEO strategy that included the following key elements:
A well-optimized Google Business Profile is critical for ranking in the Local Pack and increasing local search visibility. We started by fully optimizing the client’s GBP by ensuring that all business details were accurate and consistent across all listings. This included verifying the business name, address, and phone number (NAP) to align with citations and website details, avoiding any inconsistencies that could harm ranking potential.
We added high-quality images, credentials and videos of the clinic to make the profile more engaging and trustworthy for users. Since Google favors active listings, we regularly updated the profile with Google Posts, highlighting new services, promotions, and dental care tips. We also improved the business description and services section, incorporating relevant local keywords such as “best dentist in [city]” and “affordable dental care near me” to improve relevance in search results.
Another key component was review management. We implemented an automated review request system, encouraging satisfied patients to leave detailed, keyword-rich reviews about their experience. Additionally, we ensured all reviews, both positive and negative, received prompt responses to build engagement and trust with potential customers. These efforts collectively increased profile engagement, boosted authority, and contributed to higher rankings in the Local Pack.
A comprehensive technical audit was essential to resolving issues that obstructed the client’s search rankings and user experience. Using Ahrefs’ Site Audit tool, we found a Health Score of 67 (Fair), with 38 critical errors, 126 warnings affecting site performance. These included broken links, duplicate meta tags, slow page speed, and missing alt attributes. Additionally, only 9 out of 25 website pages were indexed, severely limiting organic visibility.
To improve performance, we fixed indexing issues, optimized metadata, improved internal linking, and enhanced site speed and mobile responsiveness. We also updated structured data markup to help search engines better understand the business. Security improvements, including HTTPS updates, were implemented to build trust and improve rankings.
As a result, the Health Score improved to 93 (Excellent) within six weeks. The number of indexed pages increased, technical issues were resolved, and user engagement improved. This technical SEO overhaul significantly boosted search rankings, linking, organic traffic, and overall site performance, playing a key role in the success of the Local SEO campaign.
Website optimization is essential for improving search rankings, user experience, and engagement. Initially, only 9 out of 25 pages were indexed, significantly limiting organic reach. We conducted a comprehensive site audit to identify indexing issues and ensured that all pages were crawled and indexed by search engines. This involved fixing sitemap errors, improving internal linking, and submitting pages to Google Search Console.
We optimized each page with geo-targeted keywords related to the dental industry and local area. This included adding structured heading tags, optimizing meta descriptions, and improving page content with relevant long-tail keywords. Additionally, we ensured that each page included location-specific content to target users searching for dental services in specific neighborhoods.
Another key improvement was enhancing mobile responsiveness and page speed. Since a majority of local searches happen on mobile devices, we made sure the website loaded quickly and displayed correctly across all screen sizes. We also implemented schema markup (structured data) to provide search engines with detailed information about the clinic’s services, location, and customer reviews, improving search result visibility. These enhancements led to better user experience, reduced bounce rates, and ultimately contributed to ranking improvements.
Backlinks and citations play a crucial role in local SEO by enhancing domain authority and validating business legitimacy. When we started, the clinic had only 35 backlinks from relevant niche sites, which limited its ability to compete with stronger competitors. Over six months, we built 120 high-quality backlinks from authoritative sources in the dental and healthcare industry.
We focused on acquiring contextually relevant backlinks from guest posts, dental directories, and local news mentions. Additionally, we secured placements in high-authority medical and health-related websites, which further increased the site’s credibility.
Local citations were another major area of improvement. Initially, the clinic had only 7 citations, which is significantly lower than competitors in the area. We created 30 new citations on key local directories, ensuring accurate business information across Google, Yelp, Healthgrades, and other reputable sources. The combination of strong backlinks and well-maintained citations helped improve search rankings, domain trust, and local search visibility.
Google reviews play a crucial role in influencing Local Pack rankings and improving customer trust. When we began working with the client, we noticed a low volume of patient reviews and inconsistent responses to feedback. To address this, we implemented a proactive review management strategy aimed at increasing review volume, improving engagement, and enhancing the overall reputation of the dental clinic.
We set up an automated review request system, prompting patients to leave feedback immediately after their appointments. This system ensured a steady flow of new reviews, which is an essential ranking factor for Google. Additionally, we encouraged customers to write detailed, keyword-rich reviews that naturally included phrases such as “best dentist in [City]” or “great dental care near me,” reinforcing the clinic’s relevance for local search queries.
Our team also ensured that all reviews received timely responses, whether they were positive or negative. Acknowledging positive reviews helped strengthen relationships with satisfied patients, while carefully addressing negative reviews demonstrated professionalism and a commitment to patient satisfaction.
A strong content marketing strategy is essential for reinforcing local search relevance and establishing industry expertise. When we started, the client had minimal localized content on their website, which limited their ability to rank for long-tail search queries. We developed a hyper-local content plan that targeted specific dental topics relevant to their city and surrounding areas, making the clinic more visible in organic search results.
We created and published high-quality blog articles focusing on topics such as local dental trends, patient FAQs, oral health tips, and seasonal dental care guides. These posts were carefully optimized with location-specific keywords, increasing the clinic’s chances of ranking for informational queries.
In addition to blog content, we developed geo-targeted service pages highlighting the benefits of visiting a dentist in the client’s specific area. These pages included structured data markup, location-based keywords, and embedded Google Maps to improve their relevance for nearby searches. We also created content emphasizing local patient success stories and testimonials, reinforcing credibility and encouraging engagement from potential patients searching for dental care in their community.
Continuous monitoring and data-driven adjustments are key to sustaining long-term Local SEO success. Using BrightLocal’s Search Grid Tool, we tracked real-time ranking fluctuations across the 25 geo-targeted locations within a 4-mile radius. This allowed us to analyze local search trends, identify ranking opportunities, and adjust our strategies accordingly.
We regularly reviewed competitor rankings and local market shifts, identifying new tactics used by competing dental clinics. By staying ahead of the competition, we could implement targeted SEO adjustments to maintain the clinic’s dominance in local search results.
To ensure ranking stability, we tested and optimized Google Business Profile elements, made data-driven adjustments to on-page SEO, and fine-tuned backlink-building efforts. When ranking drops occurred in certain areas, we quickly identified the cause and executed refinements to reclaim top positions.
After our teams implemented these optimizations, the client experienced remarkable improvements across multiple local SEO metrics. Marketer Papa’s team ensured increasing the number of indexed pages from 9 to 25. Client’s backlinks grew from 35 to 120, significantly strengthening the site’s authority and helping improve search rankings. Citations also saw a major boost, rising from 7 to 30, enhancing credibility and consistency across local directories
BrightLocal’s search grid analysis before the campaign showed that 20 locations ranked outside the top 10 for the keyword “dentist near me.” After optimization, 20 of these locations secured positions in the top 3, drastically increasing the clinic’s visibility in local search results. This shift from lower rankings to top-tier positions ensured that the clinic appeared in searches across a wider local area, making it far more accessible to potential patients.
As a direct result of improved local search rankings, the Google Business Profile call volume increased from 2 to 48 calls over a six month period. This surge in inbound inquiries demonstrated that the higher search rankings translated directly into business growth, leading to more patient bookings and an increase in revenue.
Beyond calls, Google Business Profile engagement also surged, with higher website visits, direction requests, and appointment inquiries. The combination of strategic on-page optimizations, authority-building efforts, and consistent search ranking improvements contributed to long-term growth and a stronger competitive position in the local dental market.
For local businesses looking to improve their Local SEO, here are the most effective tactics based on our case study:
This case study demonstrates the power of a structured local SEO strategy. We helped a local business dominate search rankings in their area by fixing technical issues, building citations, earning high-quality backlinks, and optimizing the Google Business Profile.
The combination of technical SEO improvements, local authority building, and proactive search monitoring played a key role in achieving sustained local search dominance. Businesses struggling with local search visibility can implement similar strategies to improve their rankings, drive organic traffic, and attract more local customers.
For businesses aiming to increase their local presence and outshine competitors, investing in a well-structured local SEO strategy can make all the difference.
