Most patients now use Google when they need a new dentist. When someone searches “dentist near me”, they rarely scroll past the first few results. In fact, around 93% of patients don’t go beyond page one of Google search results when researching dental services online. This shift means that local SEO — making sure your practice appears in local search results and on Google Maps — is one of the most important ways to attract high-intent patients in competitive areas.
What Local SEO Means for Dentists
Local SEO for dentists is about improving your online visibility for searches that are geographically relevant. It focuses on helping your practice show up when someone nearby searches for a dental service in your area, such as “emergency dentist in Norwich” or “cosmetic dentist near me”. Unlike traditional SEO, which aims for broad visibility, local SEO targets patients who are ready to book or contact a dental practice close to them.
A strong local SEO strategy helps you reach patients at the moment they need you most — when they’re actively searching for care rather than browsing generally.
Maps, Profiles and Core Signals
The foundation of local SEO is your Google Business Profile (GBP). This profile is your practice’s digital storefront and appears in Google Search and Google Maps when someone searches for a ‘dentist near me’ query. A fully completed and optimised GBP increases both visibility and credibility. Essential elements include accurate name, address and phone details (NAP), up-to-date opening hours, high-quality photos of the practice and staff, and clear service listings.
Google uses three main criteria when deciding local rankings: relevance, distance, and prominence. Relevance measures how well your listing matches the search intent; distance reflects how close your practice is to the searcher’s location; and prominence looks at your overall reputation online — including reviews, citations, and web presence across directories.
Because of this mix, local SEO is not just about having a website — it’s about how well your entire online presence signals to Google that your practice is the best answer to local patient needs.
Content That Signals Local Authority
Ranking well for “dentist near me” requires more than a listing. Your website content should include location-specific keywords naturally. These are phrases that your local patients use, such as “dentist in Brighton,” “family dentist Bristol,” or “cosmetic dentist near [neighbourhood]” — especially on service pages, titles and meta descriptions. This helps Google understand exactly where you operate and which searches you should appear for.
It also helps to create valuable local content that answers patient questions and meets their needs. For example, a blog titled “How to Choose the Best Dentist in [Your City]” or an FAQ page explaining common treatments can reinforce your relevance for local searches. Content that serves real patient intent improves your chances of ranking higher and being featured in rich snippets or knowledge panels.
Reviews, Citations and Authority
Patient reviews and local business listings (citations) play a major role in local rankings. Positive reviews on your Google Business Profile not only help patients decide quickly, they also signal to Google that your practice is trusted and active in the community. Encouraging reviews and responding professionally shows engagement with patients and can boost your local SEO performance.
Consistent mentions of your practice across reputable directories — such as NHS listings, Yell, Thomson Local and healthcare platforms — help establish your authority and improve how Google ranks your practice in local search results.
FINAL THOUGHTS
Local SEO for dentists is essential if you want your practice to appear for “dentist near me” searches and attract nearby patients. A fully optimised Google Business Profile, localised website content and strong review signals all improve visibility and patient trust.
With competition high in most UK cities and towns, investing time or support into your local SEO strategy will help you connect with more local patients searching for dental care. If you want expert support to improve your local SEO and rank higher in competitive areas, Dentify Digital can help — get in touch to strengthen your local visibility and win more patient enquiries.