Case study · Dental clinics
Found first by the patients who live nearby
A dental group had grown by acquisition, and each clinic had its own half-managed online presence. This is how we made every clinic visible for the searches people make near it, and measured the result in booked appointments.
Project overview
Local SEO run centrally, clinic by clinic.
- Industry
- Dental clinics
- Client
- Confidential
- Solution
- Local SEO
- Platform
- Google Business Profile + WordPress
- Timeline
- 6–9 months
- Team
- 3 people
- Locations
- Every clinic in the group
- Measurement
- Calls and online bookings
- Reviews
- Requested after each visit
Expected business outcomes
What the client set out to achieve
Targets were set per clinic, because each one competes in its own neighbourhood.
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50–90%
More calls and bookings from Google Maps
Complete, accurate profiles with recent reviews are shown more often.
Target range per clinic over six months; measured by call and booking tracking
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Top 3
In the map results for core treatments
For searches such as a treatment plus the town name.
Tracked from several points around each clinic
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2–4×
More new reviews each month
Patients are asked at the right moment, by text, after a visit.
Target range; depends on front-desk adoption
Business challenges
Where the client started
Each acquisition brought another website, another profile and another set of mistakes.
Profiles
Some clinics had duplicate profiles, and some had none.
Details
Opening hours and phone numbers differed between the website, Google and directories.
Website
One page listed every clinic, with nothing specific to any of them.
Reviews
A few clinics had many reviews and most had almost none.
Measurement
Nobody knew which clinic's calls came from search.
Proposed solution
What the local SEO programme covered
The same standard for every clinic, managed from one place.
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Business Profiles
Every clinic claimed, deduplicated and completed, with services and photos.
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Location pages
A page per clinic with its team, treatments, parking and opening hours.
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Consistent details
Name, address and phone number corrected across the main directories.
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Review requests
A text message after each appointment, with replies handled to a standard.
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Call and booking tracking
Calls and online bookings attributed to each clinic's profile and page.
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Clinic dashboard
Visibility, calls and reviews for each clinic on one screen.
Project requirements
What the client asked us for
The request was more new patients for the quieter clinics. The group also wanted control: one standard for how every clinic appears online, whoever ran it before.
Practice managers were brought in early, because reviews and photos depend on the people at the front desk.
What the project had to deliver
- 01Every clinic visible in its own area
- 02One standard across the group
- 03More reviews, requested properly
- 04New patient enquiries tracked per clinic
Key challenges & considerations
What made it harder, and what we did
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Duplicate and unclaimed profiles from earlier owners
What we did
Duplicate profiles were merged and unclaimed ones recovered through Google's verification process, clinic by clinic.
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Healthcare advertising and review rules
What we did
Treatment wording and review requests were checked against the advertising rules for healthcare before use.
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Clinics with different treatments and hours
What we did
Each clinic's page and profile listed its own treatments and hours, maintained from one source.
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Front-desk teams with little spare time
What we did
The front-desk routine was cut to a few minutes a week, with review requests sent automatically.
What we watched for
- Fix duplicates before anything else
- Write location pages with the people who work there
- Ask for reviews at the right moment
- Track calls, not just clicks
Development process
Clean up, standardise, then grow
Clinics were brought on in groups, starting with those that had the most to gain.
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Audit
Every profile, listing and page recorded for every clinic.
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Clean-up
Duplicates merged, details corrected and profiles claimed.
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Location pages
A page per clinic, written with the practice manager.
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Reviews
Review requests switched on, with a reply standard.
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Tracking
Calls and bookings attributed per clinic.
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Monthly review
Results reported per clinic, with the next actions agreed.
Technology stack
Google's own tools, used properly
Local SEO is mostly discipline, applied to every location.
Local
- Google Business Profile
- Local rank tracking
- Directory listings
Website
- WordPress
- Location page templates
- Local business structured data
Tracking
- Call tracking
- Online booking events
- Google Analytics 4
Reporting
- Looker Studio
- Per-clinic dashboard
- Review monitoring
Quality assurance & deployment
Checked before it went live, measured after
Marketing work is only as good as its measurement. Tracking was verified before anything launched, technical changes were tested on staging, and every result was reconciled with the client's own sales or booking data.
- Conversion tracking tested end to end before launch
- Technical changes checked on staging with a full crawl
- Redirects, links and structured data validated
- Copy and claims reviewed by the client's experts
- Reported figures reconciled with the client's own system
Deployment
- 01TrackingCalls and bookings attributed per clinic.
- 02Monthly reviewResults reported per clinic, with the next actions agreed.
- 03Staged releasesChanges went live in small batches, each one watched in the first days.
- 04Reporting and handoverA monthly review against the agreed targets, and documentation the client's team can work from.
Final deliverables
Every clinic visible where its patients are
Each clinic now has a complete profile, its own page and a steady flow of new reviews, and the group can see which clinics are gaining new patients from search.
Practice managers have a simple routine for photos, updates and review replies, and the marketing team manages every location from one dashboard.
- Complete profiles for every clinic
- A page per location
- A working review routine
- Calls and bookings tracked per clinic
Handed over to the client
- 01Audit and roadmapFindings ranked by their effect
- 02Implemented changesIn the client's own site, accounts and tools
- 03Tracking and dashboardResults in the client's own figures
- 04Content and campaign assetsTemplates, pages and creative
- 05Documentation and trainingSo the client's team can carry on
Success metrics
How success is measured
| Measure | Outcome | How it is measured |
|---|---|---|
| More calls and bookings from Google Maps | 50–90% | Target range per clinic over six months; measured by call and booking tracking |
| In the map results for core treatments | Top 3 | Tracked from several points around each clinic |
| More new reviews each month | 2–4× | Target range; depends on front-desk adoption |
Verified reviews
What clients say about working with us
Verified reviews from our clients, published on Clutch.
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Web Development
Custom Web Development for a Software Solutions Company
We can rely on them to handle almost any task with confidence, as they consistently deliver good results.
Casper Hougaard Jensen
CEO & Co-Founder, Iterator IT Jul 2021 – Sep 2022
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Web Development
Web & Mobile App Development for a Software Development Company
They efficiently organized tasks and deliverables while promptly addressing questions.
Damien Retzinger
Founder, Graycore Jun 2021 – Feb 2023
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Web Development
Website Development for a Software Engineering Company
They have a broad understanding of different technologies.
Eugene Bosikov CEO, Ezibeline LLC Mar 2022 – Ongoing Verified review on Clutch (Eugene Bosikov, opens in a new tab)
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