Dental Boutique SEO Case Study

How we helped a 40+ location dental network capture high-intent, non-branded searches across seven Australian cities.

In just 12 months, we helped a national Dental Clinic Group increase total organic clicks by 129% and non-branded clicks by 102%, lifted average rankings, and drove more new patient enquiries across multiple locations. This shows how a focused SEO strategy can transform a clinic’s organic visibility and generate measurable business outcomes.

• 129% total organic clicks year-on-year
• 102% non-branded click growth (the real measure of new patient acquisition)
• 300%+ traffic growth on high-value service pages
• 1,343% YoY growth in AI-referred traffic

Dental Boutique is one of Australia's largest cosmetic dental practices with 40+ clinics across Melbourne, Geelong, Mornington, Sydney, Brisbane, Adelaide, and Perth. They specialise in veneers, Invisalign, dental implants, composite bonding, and general dentistry.

Dental Boutique had strong brand recognition but was over-reliant on branded searches. People searching for "Dental Boutique Melbourne" found them easily, but they were missing the much larger pool of people searching for "veneers Melbourne" or "invisalign Sydney". High-intent searches from potential patients who hadn't heard of them yet.

With 40+ locations across seven cities, any strategy needed to be systematic and repeatable, not one-off fixes.

Technical Foundations

Before building content, we fixed the fundamentals. Crawlability, metadata, indexability issues, and schema markup implementation for local business and services.

Location + Service Page Architecture

The core strategy: create pages that intersect services with locations to target searches like "dental implants Geelong" or "veneers Sydney".

This wasn't templated city-swap content. Each page was built with genuine local differentiation, local team information, specific services available at that location, and LocalBusiness schema markup.

Local SEO & Citations

We executed a systematic citation strategy across all locations:

• Healthdirect backlinks (high-authority health directory)
  Health Engine listings with booking integration
  Bing Places for AI search visibility (feeds ChatGPT and Copilot)
  Google Business Profile optimisation for every location

AI Search Positioning

We optimised for emerging AI search platforms through structured data, Bing Places listings, and content structured around conversational queries.
 

Dental Boutique is now the only cosmetic dental brand appearing across all four major Australian cities in AI recommendations.

• +129% total organic clicks
• +102% non-branded clicks
• +139% impressions
• +300% on high-value service pages
• +1,343% ChatGPT traffic year-on-year

Other clinics can replicate this approach to drive similar growth:

• Non-branded growth matters – it expands your reach to patients who do not yet know you
• Service page optimisation pays off – it gets you found for your most profitable treatments
• Local search presence wins patients – optimised Google Business Profiles and location pages help you compete in your own catchment area
• AI search isn't future-state, it's now. ChatGPT traffic grew 1,343% year-on-year. This channel is real and converting.

With a stronger, smarter organic presence, this Dental Clinic Group now ranks where it matters most - for the treatments and locations that bring in high-value patients. The result is more enquiries, more new patient appointments, and less reliance on paid advertising.