Local SEO for Dentists: What Actually Moves the Needle

Local SEO is how patients find you when they search for “dentist near me” or “dental clinic [city].” Unlike traditional SEO that targets global audiences, local SEO focuses on appearing in search results for people in your geographic area. For dental practices, it's arguably the most important marketing channel you have.

Why Local SEO Matters for Dentists

Dental care is inherently local. Patients want a dentist close to home or work. This makes local search your primary battleground for new patients:

• “Dentist near me” searches have increased 500% over the past few years
• 72% of consumers who search locally visit a store within 5 miles
• 88% of consumers trust online reviews as much as personal recommendations
• The top 3 Google Maps results (Local Pack) get the vast majority of clicks

The Three Pillars of Local SEO

Google evaluates local businesses on three core factors:

Complete Local SEO Strategy for Dentists

Part 1: Google Business Profile Optimization

Your Google Business Profile (GBP) is the foundation of local SEO. It powers your Google Maps ranking and the business panel that appears in search results. (Read our detailed GBP optimization guide for more.)

Essential Steps:

1. Claim and verify your listing at business.google.com
2. Choose accurate categories: Primary category (e.g., “Dentist”) plus secondary categories for all services
3. Write a compelling description: Include services, experience, and what makes you different (750 characters max)
4. Add all services: List every service with descriptions
5. Set accurate hours: Include special hours for holidays
6. Add attributes: Wheelchair accessibility, languages spoken, amenities
7. Upload quality photos: Exterior, interior, team, equipment (at least 10-15 photos)

Part 2: Reviews Strategy

Reviews are a major ranking factor and heavily influence patient decisions. (We cover this topic thoroughly in how to get more Google reviews.)

Review Best Practices:

• Ask every satisfied patient to leave a review
• Make it easy with a direct link or QR code
• Respond to every review (positive and negative)
• Build reviews consistently over time, not in bursts
• Never offer incentives or buy reviews

Part 3: Local Citations

Citations are mentions of your practice (name, address, phone) on other websites. They help Google verify your business information and build trust.

Priority Citation Sources for Dentists:

• Healthcare directories: Healthgrades, Zocdoc, WebMD, Vitals
• General directories: Yelp, Yellow Pages, BBB, Facebook
• Dental-specific: 1-800-Dentist, ADA Find-A-Dentist, state dental association
• Local directories: Chamber of commerce, local business associations

Critical rule: Your Name, Address, and Phone (NAP) must be identical across all citations. Even small variations like “St.” vs “Street” can confuse Google.

Part 4: Website Optimization

Your website supports your Google Business Profile and can rank in organic (non-Maps) results.

Technical Requirements:

• Mobile-friendly (over 60% of searches are on mobile)
• Fast loading (under 3 seconds)
• Secure (HTTPS)
• NAP visible on every page (footer is common)
• Embedded Google Map

Content Requirements:

• Location-specific pages if you have multiple offices
• Service pages for each major service
• About page with team bios
• Contact page with address, phone, hours, map
• Schema markup (structured data) for local business

Part 5: Ongoing Activities

Local SEO isn't a one-time project. Ongoing activities signal to Google that your practice is active:

• Weekly: Respond to reviews, add Google posts
• Monthly: Add new photos, update services/hours as needed
• Quarterly: Audit citations for accuracy, review competitors
• Annually: Complete profile review, update business description

Common Mistakes to Avoid

1. Keyword stuffing: Don't add keywords to your business name
2. Inconsistent information: Keep NAP identical everywhere
3. Ignoring reviews: Always respond, especially to negative ones
4. Fake reviews: Never buy reviews or have staff write them
5. Neglecting mobile: Most patients search on phones
6. One-time effort: Local SEO requires ongoing attention

Measuring Success

Track these metrics to measure your local SEO progress:

• Google Maps ranking for target keywords
• Profile views (in GBP Insights)
• Actions taken (calls, direction requests, website clicks)
• Review count and rating
• Website traffic from organic/local search