If you’re looking to launch a dental website - whether for a new or existing practice - you’re probably already thinking about search rankings. And you’re right to be.
The best web developers and agencies won’t just design a site that looks great - they’ll also take SEO into account so your website starts off on the best foot possible. After all, there’s little point in launching a fantastic-looking site if your target audience can’t find it.
What Is SEO?
SEO (Search Engine Optimisation) is the process of improving your website so it appears higher in search engine results. It’s about helping your practice show up when someone types searches like “dentist near me” or “Invisalign [town/city]” into Google. In short, SEO helps turn Google searches into new patient bookings.
The world of SEO can feel like a minefield, but understanding that you need solid SEO to improve your search rankings is a great first step.
1. Optimise Your Website Content
Google rewards clear and helpful information so be sure to make detailed treatment pages that answer patient questions.
Think about what your target audience is actually searching for and use those terms in your headings, paragraphs and page titles. You should include relevant dentistry-related keywords naturally throughout your site - phrases like “family dentist in [town/city]” or “emergency dental care.”
The goal isn’t to stuff keywords everywhere - it’s to write naturally for people while still signalling to Google what each page is about.
Speed and Mobile-Friendliness
A slow website can seriously hurt your rankings, not to mention your patient experience.
Most dental searches happen on mobile phones, so mobile page speed is crucial. If it’s loading slowly for you, it’s likely doing the same for your visitors, meaning they may click away from your website before even seeing your homepage.
There’s no point having a beautiful website if it takes too long to load. Your developer should test loading times across all devices, ensuring images are compressed, code is clean and caching is enabled.
Structure, Links and On-Page SEO
How your website is built behind the scenes matters just as much as the design. Small details can make big differences. A good developer will be sure to:
- Create clean, descriptive URLs (for example,
/teeth-whitening/instead of/page123/). - Use clear headings (H1, H2, etc.) so search engines understand each page topic.
- Add unique meta titles and descriptions to help pages stand out in search results.
- Include internal links between pages (for example, linking “cosmetic dentistry” to “veneers” or “teeth whitening”).
- Add alt text to images describing what’s shown, using relevant keywords.
Local SEO for Dentists
Since dental practices serve local patients, local SEO is essential. To help Google connect your website to your physical location:
- Include your business name, address, and phone number (NAP) across your site.
- Embed a Google Map on your contact page.
- Add LocalBusiness schema markup (structured data that tells Google what kind of business you are).
- Ensure your Google Business Profile has been set up with a link to your website, along with photos, practice information, and opening hours.
Check for Broken Links and Site Errors
Search engines value technically optimised websites. Well-built sites build trust and help Google crawl your content more effectively.
Broken links and missing pages can negatively impact both SEO performance and the user experience. Make sure your developer thoroughly checks all links work, any redirects have been set up when redesigning a site, and that an SSL certificate is installed on your site.
Make Sure Your Website Is Indexed by Google
- Google usually finds new sites eventually, but submitting your sitemap manually through Google Search Console helps them discover and index your pages faster and more accurately. A sitemap lists all your important pages such as your homepage, treatment pages, and contact page.
- If your website has been built in WordPress, check your developer has switched off the “Discourage search engines from indexing this site” option upon launch (it’s sometimes left on from the build stage).
- Ensure also the
robots.txtfile allows Google to crawl the right pages.
Without these steps, Google may not even know your new site exists - let alone your target audience.
Monitor and Improve
Once your website is live, SEO doesn’t stop there. Make sure:
- Google Search Console and Google Analytics are set up to track how people find and use your site.
- Your SEO partner (if you have one) regularly checks for index errors, missing pages, or slow load issues.
- You continue to add fresh, relevant content such as blog posts.
Build Your Reviews
Are you asking your happy patients to leave positive Google reviews? They significantly boost your credibility and help your search engine ranking. Google wants to recommend the best and most trusted local businesses to searchers.
Build Backlinks
You’ve probably heard of backlinks - put simply, it's other websites linking back to yours. Backlinks signal to Google that your site is trustworthy and reputable. Your developer is unlikely to be able to help here, however you can build these by
- Getting listed on local health and dental directories.
- Contributing to local news articles or blogs.
- Partnering with other local businesses that can link back to your site.
Do I Need an SEO or PPC Specialist?
Once you have a robust, well-built website:
- SEO will help you grow organically over time.
- PPC advertising (like Google Ads) will give you instant visibility for specific keywords.
Whether you need an SEO or PPC specialist depends on your goals. If you’re launching a new dental website and just want to make sure Google can find and rank it, basic SEO is often enough to get started.
However, if you want to compete aggressively for top local rankings or run national campaigns, it’s wise to partner with an experienced SEO or PPC team.
The most successful dental practices combine a high-performing website, good SEO foundations, and strategic PPC managed by specialists.
Need Help Getting Started?
A great website with a strong SEO foundation is your first step toward attracting more patients. We build fantastic WordPress websites for dental practices, complete with all the essential SEO setup to get you seen on Google.
And when you’re ready to go further, we can recommend trusted SEO and PPC specialists or work with your existing teams to ensure your website integrates seamlessly with their strategies.
Get in touch today to discuss your new website and how we can help you attract more patients online.
