When I started my journey as an in-house SEO guy for a dental group, I knew I had a lot to prove. The dental group I work for operates over 80 dental practices, each with its own brand and unique challenges. My first big assignment was to optimise the website of a dental practice in Inverness, Scotland, and see if I could really move the needle. The site had just been redesigned by our in-house designer and built on WordPress using WPBakery Page Builder. The redesign was clean, but the content was limited, and it wasn’t yet performing in search results.
At the time, I was deeply influenced by the concept of “topical authority,” championed by Koray Tuğberk GÜBÜR, the founder of Holistic SEO. His idea is simple but powerful: a website can grow its impressions and traffic if it is perceived as an authoritative resource in a particular area. The key is to cover all the content related to the products or services you’re promoting, creating a comprehensive resource for both users and search engines. My goal was to test this idea and see if it could work for a dental practice. I had three weeks to show results.
Here’s a breakdown of what I did, step by step:
A) Revamping the Homepage: Making the First Impression Count
The first thing that stood out to me was that the newly redesigned website had very limited content, especially on the homepage. For a business like a dental practice, the homepage is critical. It’s not just about looking pretty; it needs to be informative, engaging, and designed to convert visitors into patients.
My approach was to transform the homepage into an “elevator pitch” for the dental practice. I wanted visitors to immediately know why they should choose this practice, what services they offer, and how they can book an appointment. Here’s how I went about it:
1. Using the <h1> Tag Strategically
I made sure the <h1> tag (the main heading) was used to tell people straight away that this was a reputable, trusted dental practice in the area. In SEO, <h1> tags are crucial, not just for search engines but also for visitors. It’s the first thing people see, and it needs to clearly communicate the value of the business. I also included the most important keyword for the practice, i.e. “Dentist in [Location]”, in the <h1> tag. This not only helped reinforce the site’s relevance to search engines but also made it clear to visitors that they were in the right place for local dental services.
2. Including a Short History of the Practice
People connect with stories, and I wanted to highlight the practice’s history. I included a short paragraph about how long the practice had been serving the community, which helped build trust and establish the practice’s authority.
3. Listing All Dental Treatments
Next, I made sure to list all the dental treatments the practice offered. Whether someone was looking for general dentistry, cosmetic procedures, or specialist services like dental implants, I wanted them to find what they needed quickly.
4. Introducing the Dental Team
I added profiles of the key staff members: the dentists, hygienists, and nurses. People want to know who’s going to be taking care of them, so this personal touch helped make the site feel more welcoming and trustworthy.
5. Video Introduction
A video can be a powerful tool for engaging visitors. I included a short video introduction to the practice. Video content not only keeps people on the page longer but also humanises the business, showing a friendly face and a personal touch.
6. Highlighting Key Offerings for New Patients
To entice new patients, I made sure to highlight any key offers, such as a free consultation. Special offers like this can be a great way to convert visitors into leads.
7. Showcasing Awards and Recognitions
If a practice has won any awards or recognitions, it’s always worth shouting about. I added a section showcasing any accolades, which helped reinforce the practice’s reputation.
8. Adding FAQs
I also included a section with frequently asked questions about the practice and the initial examination process. This helped to answer common concerns and guide visitors toward booking an appointment.
9. Writing a “Why Us” Paragraph
I crafted a compelling “Why Us” section, explaining why people should choose this practice over others. This was an opportunity to highlight the practice’s unique selling points (USPs) and what makes them stand out from the competition.
10. Google Reviews Widget
Social proof is powerful, so I included a widget that displayed the practice’s glowing 4-5 star reviews from Google. People trust reviews from other patients, so this helped build credibility.
11. Google Map and Directions
For local businesses, making it easy for people to find you is key. I included a Google Map and a short paragraph with directions to the practice, ensuring visitors could easily see where the practice was located.
12. Hubspot Form for Lead Capturing
Finally, I added a dedicated Hubspot form for capturing leads. This form was trackable, meaning we could monitor how many leads were coming directly from this specific page of the website.
13. Optimising Meta Title and Description
Alongside the various content updates and enhancements to the homepage, another key aspect of my optimisation efforts was ensuring that the Meta Title and Meta Description were well-optimised. With the help of Rank Math plugin and ChatGPT, I crafted a Meta Title that included the primary keyword—“Dentist in [Location]”—to boost the site’s relevance in local search results. I also created a compelling Meta Description that not only captured the practice’s key services but also included a call to action for potential patients to book a consultation. These fields are crucial for improving click-through rates (CTR) from search engine results pages (SERPs) by giving both search engines and users a clear idea of what the site offers.
B) Optimising Key Treatment Pages
After the homepage, I turned my attention to the individual treatment pages. These pages are critical because they cater to people searching for specific treatments like teeth whitening, dental implants, or orthodontics. I applied a similar structure to what I used on the homepage but focused each page on the specific treatment it was promoting. Here’s what I did for each treatment page:
1. Explaining the Treatment
I started each page with a clear, concise explanation of what the treatment was. For example, for dental implants, I explained what they are and how they work.
2. Who Can Benefit from the Treatment?
Next, I added a section explaining who could benefit from the treatment. This helped potential patients understand if the treatment was right for them.
3. Benefits of the Treatment
I highlighted the benefits of each treatment, showing why someone might want to choose that particular procedure.
4. Introducing the Dentist
People like to know who will be performing their treatment, so I included a section introducing the dentist or specialist responsible for that procedure.
5. Video Introduction of the Treatment
I added a video introduction to each treatment, which further explained the procedure and helped build trust.
6. Explaining the Procedure
A detailed explanation of the treatment procedure followed, so people would know what to expect.
7. Aftercare Information
It’s important to let patients know what kind of aftercare they’ll receive, so I included this information on every treatment page.
8. FAQs
I added FAQs related to each treatment to answer common questions patients might have.
9. Related Articles
I linked to related articles about the treatment for those who wanted to dive deeper into the topic.
10. Why Choose the Practice?
Just like the homepage, I included a “Why Us” section, highlighting why patients should choose this practice for their treatment.
11. Testimonials
Patient testimonials are a great way to build trust, so I included positive reviews related to each treatment.
12. Directions to the Practice
I repeated the Google Map and directions to make it easy for patients to find the practice for their treatment.
13. Trackable Hubspot Contact Form
Each treatment page had its own dedicated, trackable Hubspot form so we could measure conversions from those specific pages.
C) Developing 10 Articles Per Key Treatment
Having just one page per treatment isn’t enough to drive serious traffic. There simply wouldn’t be enough keywords for the search engine to index. To build topical authority, I needed to expand the content for each treatment. Koray Tuğberk GÜBÜR’s philosophy is that by covering every possible related topic, you become a trusted resource in that area, which helps grow impressions and traffic.
Given my limited time (just three weeks), I decided to create a minimum of 10 supporting articles for each key treatment. These articles covered important FAQs that potential patients might search for. I kept the buyer’s journey in mind, creating content that addressed concerns at the top, middle, and bottom of the funnel.
Example: Supporting Articles for Dental Implants
Top of Funnel (Awareness Stage)
These articles introduced potential patients to dental implants, answering basic questions they might have.
- What are dental implants?
A general introduction explaining what dental implants are and how they work. - How do dental implants differ from dentures?
A comparison between dental implants and traditional dentures. - Am I a candidate for dental implants?
Discussing who is eligible for dental implants based on oral health and bone structure. - Are dental implants safe?
Addressing concerns about the safety and long-term effects of dental implants.
Middle of Funnel (Consideration Stage)
These articles helped people who were seriously considering getting dental implants.
- What is the procedure for getting dental implants?
A step-by-step explanation of the dental implant process. - How long does it take to heal after a dental implant procedure?
Details on recovery times and what to expect during the healing process. - What are the risks or complications of dental implants?
Discussing the potential risks and complications involved in dental implant surgery.
Bottom of Funnel (Decision Stage)
These articles targeted people who were ready to make a decision about dental implants.
- How much do dental implants cost?
An overview of pricing for dental implants, including financing options. - How long do dental implants last?
Information on the longevity and durability of dental implants with proper care. - Do dental insurance plans cover dental implants?
Explaining insurance coverage or payment options for dental implants.
Even if a topic like “What are dental implants?” was already covered on the treatment page, I would still create a separate article on it. Why? Because in the dedicated article, I could go more in-depth, answering related questions and providing more detailed information. The treatment page was like an elevator pitch to encourage people to book consultations, while the articles were designed to establish authority and drive traffic from specific keyword searches.
D) Optimising the Google Business Profile
Since the dental practice is a local business, local SEO was crucial. A strong Google Business Profile can help a practice rank highly both in organic search results and on Google Maps. Optimising this profile is one of the most important things you can do to boost a local business’s online presence.
Here’s what I did:
- I filled out every possible field in the Google Business Profile management backend.
- I added key treatments to the “Products” and “Services” sections.
- I responded to all user reviews, whether they were positive or negative.
- I regularly posted the new articles I’d created as updates in the Google Business Profile, keeping the profile fresh and active.
This level of engagement helped the practice get ranked higher in local searches and improved visibility on Google Maps.
E) Tools I Used
For this project, I used a combination of tools to help optimise the site:
WordPress
The website was built on WordPress, which made it easy to manage and update the site’s content.
Plugins Used:
- Rank Math: This plugin helped me with on-page SEO, such as optimising meta titles, descriptions, and keyword focus.
- YARPP – Yet Another Related Posts Plugin: This plugin displayed related articles on each treatment page, helping with internal linking and keeping visitors on the site longer.
- Widgets for Google Reviews: This widget displayed the practice’s reviews directly on the website, adding social proof.
- Auto Publish to Google My Business: This feature automatically posted new articles and updates from the site directly to the practice’s Google Business Profile (previously called Google My Business), keeping it fresh and active to boost local SEO and visibility.
- HubSpot: I used HubSpot forms for lead generation and tracking. These forms helped us measure the effectiveness of the site and track conversions.
F) Results
I finished the bulk of my work in June 2023, and we started seeing an uplift in impressions, clicks, and completed booking forms in July 2023. The result was exactly what I’d hoped for. Not only did I secure my job, but the methodology I used became my “low-hanging fruit harvesting” process for the other 30 dental sites in the group.
What was even more satisfying was that this uplift lasted through February 2024. Over the course of a year, the impressions for this site increased by 400%, clicks by 700%, and leads by 700%. The best part? These results were achieved without any link-building activities. The growth came purely from on-page SEO, topical authority, and local SEO optimisation.
Impressions:
Clicks:
Leads:
Looking Back…
Looking back, this first SEO project was a massive learning experience for me. It reinforced the importance of topical authority and solidified the strategies I would use for other dental practices in the group. By focusing on comprehensive content, optimising both the homepage and treatment pages, and leveraging Google Business Profile for local SEO, I was able to generate impressive results in a short period of time.
This method of building topical authority and creating content for different stages of the buyer’s journey is something any SEO professional can apply, regardless of industry. It’s about providing real value to your audience, answering their questions, and making it easy for them to take the next step. And as I’ve learned, when you do that well, the results will follow.
