Local SEO for Dentists: Industry Tips to Improve Your Rankings

Getting your dental practice noticed on search engines is important, but it’s even more important to rank well when people are performing a local search for dentists. Local SEO can be a highly effective addition to your marketing strategy, ensuring your practice is visible to those who are most likely to become your patients.

Why Local SEO Matters

SEO for dentists does little good if the search results are being clicked on by people 200 miles away. Your goal should be to ensure that people within driving distance can find your practice when they’re searching for a new dentist.

While following general dental website SEO best practices is essential, there are specific local search strategies that can help you stand out. Unfortunately, these often get overlooked by dental practices trying to rank higher for local queries. Avoiding the following “no’s” can help you improve your rankings and attract more patients in your area.

Google’s Local Search Ranking Factors

Google’s algorithm considers three key factors when ranking local businesses:

Relevance – How well your practice matches the search intent.
Proximity – How close your practice is to the searcher’s location.
Prominence – How well-known and trusted your practice is, based on reviews, backlinks, and online mentions.

Focusing on these factors in your SEO strategy will give you the best chance of ranking higher in local searches for dentists

Avoid the No’s of Local SEO for Dentists

No Localized Target Keywords

One of the most common mistakes dentists make is failing to optimize for local keywords. While it would be great to rank #1 on Google for “best orthodontist,” it’s more effective to focus on location-based keywords that match nearby search queries.

For example, instead of broad terms like “dental implants,” you should optimize for geo-specific phrases such as:

• “Dentist in Cincinnati”
• “Family dentistry in [Your City]”
• “Emergency dentist near me”

Using these localized keywords strategically on your dental website, Google Business Profile, and online directories will improve your visibility for relevant local searches.

No Local Content

Creating content that connects with your community can enhance your local search rankings. A dedicated section on your dental practice website about why you chose to open your practice in your city or how you support local events naturally incorporates local keywords while also building trust with potential patients.

Other content ideas to improve local SEO:

• Blog posts about dental health concerns specific to your region
• Highlighting local partnerships or community events
• Answering common questions patients in your area ask

By creating locally relevant content, you improve your chances of ranking for searches related to your area.

No Google Business Profile (GBP) Optimization

Google uses your Google Business Profile (GBP) as a primary ranking factor for local searches. If your GBP isn’t fully optimized, you could be missing out on free visibility.

How to optimize your Google Business Profile:

• Ensure your business name, address, and phone number (NAP) match your website and directories.
• Select the correct business categories (e.g., “Dentist,” “Cosmetic Dentist,” “Orthodontist”).
• Add high-quality photos of your office, staff, and treatments.
• Encourage patients to leave Google reviews (and respond to them).

Your GBP is your strongest local ranking tool—keeping it updated and optimized will boost your chances of appearing in the top local search results.

No Local Backlinks & Citations

Backlinks (links from other websites to your site) signal trust and authority to Google. For local SEO, you need local backlinks that establish your presence in the community.

Where to get local backlinks:

• Local business directories (Yelp, Healthgrades, Dental directories)
• Your city’s chamber of commerce or business association
• Sponsorships of local schools, events, or charities
• Writing guest articles for community blogs

Also, ensure that your NAP (Name, Address, Phone Number) is consistent across all platforms—Google cross-checks this information for accuracy!

No Online Reviews

Google considers patient reviews when ranking dental practices. If you lack reviews—or have too many negative ones—your search visibility could suffer.

How to Get More Reviews:

• Ask patients at checkout to leave a Google review.
• Include a review request in follow-up emails.
• Make it easy with a direct review link on your website or texts.
• Respond to all reviews (positive or negative) professionally.

The more positive, recent, and relevant reviews you have, the more likely Google is to rank you higher in local searches.

No On-Page SEO Optimization for Local Search

Beyond off-site strategies like backlinks and GBP optimization, your website itself must be optimized for local SEO.

• Use structured data (schema markup) to help search engines understand your business details.
• Ensure your title tags and meta descriptions include local keywords (e.g., “Top-Rated Dentist in [City] | [Practice Name]”).
• Make your website mobile-friendly and fast—Google prioritizes speed and usability.

On-page SEO ensures that once people find your site, it reinforces your location and services clearly.

Paid Search vs. Organic Local SEO

While organic local SEO is a long-term strategy, Google Ads (especially Local Service Ads) can provide immediate visibility for competitive local searches.

When to Use Google Ads for Local Search:

• If you want to rank at the top instantly
• For high-intent searches like “emergency dentist near me”
• If you’re in a highly competitive market

A hybrid approach—combining organic local SEO with paid ads—can maximize your exposure and attract new patients quickly.

How’s Your Dental Website’s SEO?

In addition to optimizing for local searches for dentists, have you checked your overall dental SEO strategy? There’s a lot that goes into a successful SEO plan, and missing just one key factor can hurt your rankings.

We have a free self-evaluation checklist with the six key factors you need for SEO success. Take our quiz to see if your dental website is optimized to attract new patients!