Dental Clinic SEO Case Study
Driving Growth for a Leading Australian Cosmetic Dental Group
Protecting rankings and scaling visibility in a highly competitive health market
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.
The Challenge
Cosmetic dentistry is one of the most competitive areas of healthcare search in Australia. Patients exploring treatments like veneers, Invisalign, and All-on-4 generate thousands of monthly searches, and the space is crowded with both boutique clinics and large multi-site providers.
This dental group already had strong brand awareness, but their digital performance wasn’t consistent. Rankings for some core treatments were slipping, local visibility was patchy across different clinics, and the site’s technical setup wasn’t keeping pace with growth.
The challenge was two-fold: protect existing visibility while building new authority. That meant creating content that could compete in national search results while ensuring each clinic location stood out locally.
The Game Plan – A Clinic Marketing Blueprint
We built a structured SEO program that balanced technical improvements, treatment optimisation, and local growth.
Our first step was a technical audit to clean up crawling and indexing inefficiencies. Improving page speed and mobile usability gave the site a stronger foundation for growth and ensured a smoother patient experience.
Next, we focused on the treatment pages. High-value services like veneers and All-on-4 were rebuilt with expanded, patient-focused content that explained procedures, outcomes, and recovery in more detail. Structured data was added to help search engines interpret these pages in a medical context.
To address visibility gaps, we developed clinic-specific landing pages across each city, giving every location its own optimised presence. This was supported with a Google Business Profile overhaul - consistent data, strong imagery, and a strategy to build reviews.
Finally, we added supporting content around patient questions, from cost expectations to treatment timelines. Combined with high-quality backlinks from trusted publications, this built authority and trust while capturing long-tail search demand.
- Build the technical foundations: Improved crawl ability, refined metadata, and ensured all service and location pages were fully indexable by Google.
- Optimise core service pages: Rewrote and optimised high-value treatment pages, boosted location-specific content, and created new articles targeting both branded and non-branded queries.
- Strengthen local search presence: Optimised every Google Business Profile, ensured NAP consistency, and improved local landing pages to win “dental clinic [city]” searches.
Results – Let’s Smile About This
The campaign delivered sustained, measurable growth across all key metrics, with direct impact on patient bookings.
- Total clicks: ▲129%
- Total impressions: ▲139%
- Non-branded clicks: ▲102%
- 300%+ traffic growth for high-value service pages
- Standout local gains in Sydney, Melbourne, and Brisbane
These results translated into more appointment bookings and enquiries, particularly from patients who had never engaged with the brand before.
Why It Worked
Success came from combining technical precision with treatment-led content and local optimisation. Each clinic gained its own footprint while the overall brand grew authority at a national level. By targeting patient questions alongside service terms, the group converted rankings into qualified enquiries.
- Targeting new audiences, not just existing brand traffic
- Matching content directly to high-intent treatment searches
- Applying a scalable local SEO framework to each clinic location
- Continuously tracking and adapting to search behaviour changes
Key Takeaways for Dental & Health Clinics
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
tl;dr on Dental Clinic SEO Success
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.
