+180% Patient Enquiries — Multi-Location Dental SEO Case Study

The Challenge

A dental group with 6 locations across different cities had inconsistent online presence — some locations ranked well locally, others were invisible in the Google local pack despite being well-established practices with strong reputations. There was no unified SEO strategy, Google Business Profiles were incomplete or unclaimed, and location pages on the website were thin duplicates of each other with no local keyword targeting.

Dental patients search with high local intent — "dentist near me", "dental implants [city]", "emergency dentist [postcode]". Failing to appear in the local pack for these queries means losing patients directly to competitors, many of whom are less qualified but better optimised.

Our Approach

Phase 1: Local SEO Audit Across All 6 Locations (Month 1)

• Full audit of Google Business Profile completeness, category selection, and photo quality across all locations
• Citation consistency audit — NAP (Name, Address, Phone) inconsistencies across directories were found for 4 of 6 locations
• Review velocity and response rate analysis — 2 locations had no review response strategy
• Location page audit on the main website — all 6 were near-identical pages with no location-specific content

Phase 2: Google Business Profile Optimisation (Months 1–3)

• Completed and optimised all 6 GBPs — services, categories, photos, Q&A, booking integration
• Implemented a unified review acquisition strategy — post-appointment review request sequences per location
• Added Google Posts schedule across all locations covering promotions, new services, and seasonal content
• Added LocalBusiness and MedicalBusiness schema to all location pages

Phase 3: Location Page Rebuild (Months 2–5)

• Rewrote all 6 location pages with unique, keyword-targeted content specific to each city and local market
• Built service-level location pages for each high-value service (implants, Invisalign, emergency) × each location = 48 new pages
• Implemented consistent internal linking between location pages and the main service pages

Phase 4: Citation Building and Link Acquisition (Months 3–10)

• Fixed NAP inconsistencies across 120+ directory listings per location
• Built citations on dental-specific directories and healthcare portals
• Earned editorial links from local news publications for 4 of 6 locations through community-focused PR

Results After 10 Months

• +180% patient enquiries from organic search across all 6 locations
• All 6 locations in Google local pack for primary "dentist [city]" queries
• 4.6× increase in GBP profile views across the portfolio
• Review volume increased by 340% — improving both local pack ranking signals and conversion rate