Local SEO Guide 2025

local seo for orthodontists

Practical, no-nonsense steps to increase local visibility, attract new patients, and grow bookings.

This guide focuses on things you can implement quickly: website optimisation, Google Business Profile (GBP), reviews and citations, local content, and measurable patient-acquisition tactics. No technical fluff—only actions.

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87%

Searchers use Google for local health services

46%

Organic visits from local searches (typical for clinics)

More likely to click businesses with reviews

GBP + website = top map rankings

What's in this guide

Website optimisation (technical + on-page) Google Business Profile Reviews & citations Local content & service pages Patient acquisition tactics Tracking & KPIs Quick checklist & timeline FAQs

1. Website optimisation (technical + on-page)

Your website is the foundation of local SEO. Focus on mobile speed, clear service pages, and schema so search engines understand you are an orthodontic clinic serving local patients.

Mobile & Speed

Use a mobile-first responsive design — test on multiple phones.
Target under 2.5s mobile load time (use Google PageSpeed Insights).
Compress images (modern formats like WebP), lazy-load offscreen images, and enable server-side caching.
Use a fast host and HTTP/2 or HTTP/3; enable CDN for multi-location practices.

On-page SEO essentials

Each core page should target a clear keyword and follow best practices:

Title tag (under 60 chars): include location + service. Example: Orthodontist in Richmond — Clear Braces & Invisalign
Meta description (under 160 chars): clear benefit + CTA. Example: Expert orthodontic care in Richmond. Free consults. Flexible appointments.
H1 matches page intent (e.g., "Richmond Orthodontist — Invisalign & Braces").
Use H2/H3 for services, FAQs, and process (e.g., "Treatment options", "How the first visit works").
Add NAP (Name, Address, Phone) in schema and visible in footer/header.

Schema & structured data

Implement local and medical business schema so search engines show relevant details.

{
  "@context": "https://schema.org",
  "@type": "Dentist",
  "name": "Smith Orthodontics",
  "image": "https://example.com/images/clinic.jpg",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "Richmond",
    "addressRegion": "VIC",
    "postalCode": "3121",
    "addressCountry": "AU"
  },
  "telephone": "+61-3-9999-0000",
  "url": "https://example.com",
  "priceRange": "$$$",
  "openingHours": "Mo,Tu,We,Th 09:00-17:30",
  "medicalSpecialty": "Orthodontics"
}

Tip: Use Google’s Rich Results Test after adding schema.

Conversion-focused pages

Create dedicated service pages for each treatment (Invisalign, ceramic braces, early intervention, retainers) with 500–1,000 words focused on patient questions.
Include clear booking options (phone + online booking link) and visible trust signals (qualifications, memberships).
Add FAQ sections for each service using schema FAQPage to increase SERP real estate.

2. Google Business Profile (GBP) — optimization checklist

GBP (formerly Google My Business) is the single most important asset for local visibility. Treat it like your online storefront.

Complete your profile

Use your legal business name (avoid keyword stuffing).
Select accurate categories: Primary = Orthodontist, Secondary = Dentist, Dental Clinic.
Add full address, phone, and opening hours (include late hours if available).
Upload high-quality photos: exterior, clinic, team, before/after.

Use posts & services

Publish GBP posts for promotions, open days, or new services weekly or biweekly.
Add Services with short descriptions and prices where appropriate.
Include appointment URL and booking link in the profile.

Monitor insights

Track: search queries, views, clicks for directions, calls, and bookings. Use these signals to prioritise pages and keywords.

3. Reviews & citations — reputation and consistency

Reviews influence rankings and conversions. Citations (consistent business listings) help Google confirm your details.

Collect reviews strategically

Ask happy patients to leave reviews on Google, HealthEngine, or other local healthcare platforms.
Make it easy: SMS or email links directly to your GBP review form after visits.
Respond to all reviews — thank positives and address concerns professionally.
Monitor for fake or spam reviews and flag when necessary.

Citations & NAP consistency

Ensure Name, Address, Phone are identical across directories (Yellow Pages, HealthEngine, HotDoc, TrueLocal, Apple Maps).
Correct legacy or duplicate listings — these dilute local signals.
Use the same formatting (e.g., suite numbers) and keep a master citation spreadsheet.

4. Local content & service landing pages

Create content that answers local patients’ questions and matches their search intent.

City or suburb pages

If you serve multiple suburbs, create a short page for each area (300–600 words) focused on locality and patient needs.

Include local testimonials, privacy-compliant case photos, and directions.
Use natural language (e.g., "Orthodontist near Elsternwick") — avoid keyword stuffing.

FAQ & 'how it works' content

Patients search for process, cost, and timeframe. Add clear FAQ sections on each service page and mark them with FAQ schema.

Example questions: "How long does Invisalign take?" "Do braces hurt?" "Do you accept private health insurance?"
Answer succinctly and include internal links to relevant service pages.

5. Patient acquisition tactics — convert visitors into bookings

Visibility brings visitors; conversion turns them into patients. Use simple, trackable tactics.

Clear booking paths

Prominent phone number with click-to-call on mobile.
Visible "Book a consult" button on every page linking to your booking system.
Offer simple online forms or appointment widgets; ensure fast load and mobile usability.

Inbound messaging & tracking

Enable live chat or WhatsApp for quick enquiries (show hours and expected reply time).
Implement call tracking numbers for ads and organic to measure sources.
Use UTM parameters on links in ads, emails and social to track conversions in Analytics.

Email & nurture

Capture emails for appointment reminders and treatment info sequences.
Send a short welcome sequence that covers: what to expect, clinic policies, and pre-appointment checklist.

Local ads & remarketing

Use Geo-targeted Google Ads to capture high-intent searches (e.g., "Invisalign near me").
Remarketing to website visitors increases bookings — show service-specific ads.
Keep landing pages specific to the ad (match headline, offer and CTA).

6. Tracking & KPIs — measure what matters

Set up basic tracking so you know which channels drive patients and which pages convert.

Key metrics

Search impressions for branded and non-branded local terms.
Clicks to website from GBP and organic results.
Calls, direction requests, and online bookings (use Goals/Conversions).
New patient rate and cost per acquisition (if running ads).

Tools to use

Google Analytics 4 + conversion events (booking, call click, form submit).
Google Search Console for keyword visibility and indexing issues.
Google Business Profile Insights for local behaviour.
A simple spreadsheet to track review counts, referral sources and monthly bookings.

Quick checklist & 90-day plan

A pragmatic timeline to make measurable progress in three months.

Week 1–2

Fix mobile usability and speed.
Ensure NAP on site and update schema.
Claim & complete GBP profile.

Week 3–6

Create/update service pages and FAQs.
Start review-request workflow (SMS or email).
Fix citation inconsistencies.

Month 2–3

Run a small geo-targeted ads test (optional).
Set up conversion tracking and call tracking.
Review performance and prioritise next steps.

One-page checklist (copyable)

Mobile site loads under 2.5s
Title + meta on all main pages
Service pages for each treatment
FAQ with FAQ schema
GBP fully completed with photos
At least 20 recent Google reviews (or steady monthly growth)
Consistent citations across top directories
Analytics + conversion tracking in place

Frequently asked questions

How quickly will I see results?

Local changes (GBP edits, citations, review growth) can influence visibility within 2–6 weeks. Organic ranking improvements for site pages usually take 8–12 weeks depending on competition.

How many reviews do I need?

Quality and recency matter more than raw numbers. Aim for a steady stream of reviews (5–10 per quarter) and an average rating of 4.5+. Respond to each review.

Should I run Google Ads?

Ads are useful to capture high-intent searches quickly (e.g., "Invisalign near me"). Use geo-targeting and tailor landing pages. Measure cost per booking and compare to lifetime patient value.

Can I do this without a web developer?

Many items are straightforward (GBP, basic on-page edits, asking for reviews). For speed and technical fixes (schema, speed optimisation), a web specialist or agency will save time.

Ready to improve your local visibility?

Start with a short site and GBP audit this week, make the high-impact fixes first (mobile speed, GBP completeness, reviews), then build from there.

Start a quick audit Learn more tactics

Use the checklist above to prioritise actions. Track results and iterate monthly.