How did you first hear about the London Dental Institute? Was it through an advert on social media, a Live Study Club you attended, or was it a Google search?
For many of us, finding a business, a product, or a service starts with Google or another search engine on the internet. And for your patients looking for a dentist, it’s no different.
Over the next few months, in our community update blog, we’re taking a look at some of the key parts of marketing for dentists, and why you need to brush up on your sales skills. Today, we’re turning our focus to SEO.
What is SEO & why is it important?
Search Engine Optimisation (SEO) is the process of improving the visibility of your website on search engine results pages (SERPs).
When patients type “dentist near me” or “dental implants in [your city],” they are presented with a list of practices, often influenced by location, reviews, and the quality of the website’s content.
With good SEO, you’ll rank high on search engines like Google and attract visitors to your website who will then become your patients. Without SEO, you’ll find it hard to attract traffic to your website organically, and you may see a drop in patient numbers (and revenue) as a result.
For dentists, having SEO as part of our marketing strategy is particularly significant because our oral health services are largely localised. Most patients prefer a clinic close to their home or workplace, so appearing in the top search results can directly influence whether someone books an appointment with you or chooses another practice.
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Your patient’s journey to their appointment
Just like the steps you took to find the London Dental Institute, your patients’ journey also begins online.
They might search for the symptoms they’re experiencing, look for a specific treatment they’re interested in, or simply try to find a clinic for a check-up with availability that’s close to their home.
Your website’s visibility at this stage is critical. If they can’t find you, they won’t contact you.
After landing on your website, patients will typically look for:
- Clear contact information: How easy is it to find your phone number, email address, or online booking system?
- Services offered: Does your practice provide the treatment they’re seeking? Blogs here can help, as can long service pages with individual bits of information.
- Trust indicators: Positive reviews, professional qualifications, and affiliations help build credibility.
If your site is user-friendly and optimised for search engines, you’ll make a strong impression during this initial phase, and you’ll likely see patient numbers increase as a result.
Things to think about
So, all this sounds great! But that top spot in the SERPs is the holy grail of the digital marketing space. It’s harder to get your hands on than you think.
Let’s take a look at a few key things to look out for when you’re working on SEO for dentists.
1. Keywords
A ‘keyword’ or ‘key phrase’ is the words and phrases patients use when searching for something.
Some examples include:
- “Emergency dentist near me”
- “Teeth whitening in [location]”
- “Dental check-up cost”
When your patients input these words into Google, Google scans the web and finds the best option for your business. So making sure your content includes these keywords makes it easier for Google to categorise your site correctly.
Incorporating these keywords into your website content, such as blog posts, service pages, and FAQs, will improve your SEO.
2. Local SEO
You can’t offer your dental services across the world, someone has to come to you. So making sure that people in your local area know who you are will help bring new patients. This is why local SEO is vital for dentists.
It includes optimising your Google Business Profile (formerly Google My Business) and ensuring your name, address, and phone number (NAP) are consistent across all platforms.
This increases your chances of appearing in the “local pack,” the prominent map section that highlights nearby businesses, plus generating business from apps like Google Maps.
3. Mobile-friendly websites
If you were looking for a quick local service, you wouldn’t log into a laptop. Instead, the chances are that you’ll use your mobile. And so are your patients.
Google prioritises mobile-responsive websites, and your patients enjoy being able to book an appointment on the go, so it’s essential that your site functions well on phones and tablets. This means easy navigation, quick loading times, and readable text without zooming in.
4. Content
High-quality, relevant content (the words and images you have on your site) improves your search rankings and engages visitors.
For instance, a blog explaining the benefits of Invisalign or tips for preventing gum disease can attract potential patients searching for information about these treatments or their symptoms.
Regular updates (like posting a blog a week) signal to search engines that your site is active and relevant.
5. Backlinks
Backlinks are links to your website from other reputable sources, like references that cite your content as reliable and trustworthy.
For dentists, this might include being featured in local business directories, dental association websites, or community blogs. These links improve your site’s authority in the eyes of search engines.
6. Technical SEO
Behind-the-scenes optimisation also plays a role.
Factors such as site speed, secure connections (HTTPS), and structured data help search engines index your site more effectively. It’s always important to get the technical side correct.
Challenges of SEO for dentists
The basics of SEO sound quite straightforward (although it’s always easier if you have a developer or a marketing expert on your team).
But there are reasons why it’s not so simple for dentists to rank number one.
Lack of Time
As practicing GDPs, it’ll be no surprise that one of the primary reasons local dentists fail to optimise for search engines is because, well, it’s time-consuming.
Many dentists simply don’t have the time to learn about or implement SEO strategies, and they don’t have the know-how to hire someone in house to do it, either.
Of course, running a practice, seeing patients, and managing staff often take priority. However, neglecting SEO can mean missing out on new patients, which could impact long-term growth of your business.
Competition
In built-up urban areas, competition among dental practices can be intense. (Even more reason to differentiate yourself and your treatment offerings with an accredited UK postgraduate Diploma).
Multiple clinics targeting the same keywords can make it harder to rank well. Consistent efforts and a focus on unique strengths (e.g., orthodontic treatments, high-value surgical treatments, outstanding patient care) can help set your practice apart.
Outdated Websites
Some dental websites haven’t been updated in years — they’re an afterthought to a practice that relies on regular patients, and many dentists don’t see the value in investing in digital marketing.
However, an outdated site can deter potential patients and hurt your rankings — especially when it comes to attracting younger patients. Regular updates, both in terms of design and content, are essential for staying competitive.
How to Start Improving Your SEO
So, now you know the basics, where should you begin?
If you’re new to SEO, here are some practical steps to take this week to start optimising your online presence.
- Claim Your Google Business Profile
Make sure your profile is complete and accurate. Include your hours, services, and photos of your practice. - Add Location-Specific Content
Write about the services you offer in your area. For example, if you provide cosmetic dentistry in Croydon, dedicate a page to this topic. - Encourage Reviews
Ask satisfied patients to leave reviews on Google. Positive feedback boosts your rankings and builds trust with potential patients.
Focus on Speed and Mobile-Friendliness
Test your website’s speed and ensure it looks good on mobile devices. Free tools like Google’s PageSpeed Insights can help identify areas for improvement.
Our Last Word
SEO certainly seems like a daunting topic, but it’s an essential part of running a successful dental practice in today’s digital world — and best not left languishing at the bottom of a to do list.
By making your website easy to find and providing valuable information to potential patients, you can strengthen your practice’s online presence, show off your high-value treatment options, and build long-lasting relationships with your community.The key to SEO is consistency—regularly updating your website, engaging with reviews, and staying informed about the latest SEO practices will position your practice for long-term success.
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