Case Study: Moved a Family Dentist from Page 5 to Page 1 in 3 Months in Dallas
In 2025, a family dental clinic in Dallas partnered with Goforaeo to move key “family dentist” and service keywords from page 5 to page 1, then turn that visibility into calls and appointment requests. The clinic name is anonymized due to an NDA, and the metrics below come from Google Search Console, GA4, Google Business Profile insights, call tracking, and local rank tracking for the dates listed.
Snapshot of Results
Timeframe: July 9, 2025 to October 9, 2025
Location: Dallas, Texas
Before vs after results:
- Primary keyword movement: average position ~47 to ~8.6 (page 5 to page 1)
- Page 1 tracked keywords: 0 to 11
- Top 3 map pack placements (tracked): 1 to 7
- GBP discovery searches: 1,050 to 3,900 per month
- Dental page clicks (GSC): 70 to 260 per month
- Organic inquiries (calls + forms): 9 to 31 per month
Context and Starting Point
Dallas dental SEO is tough because big dental groups and long established practices dominate local packs. The clinic had strong patient experience, but the website and GBP were not structured to match how people search. The main “family dentist” page was thin, titles and content didn’t match intent, and local trust signals were inconsistent across directories.
We focused on fast ranking movement by fixing the fundamentals that usually unlock page 1 results quickly: intent matching, internal linking, GBP completeness, and trust consistency.
Measurement Setup
We cleaned tracking first so improvements could be measured. We also established ranking baselines using both organic rank tracking and local pack tracking from Dallas zip level grids.
What we set up
- Search Console tracking for dental landing pages and queries
- Rank tracking for “family dentist Dallas” and key service variations
- GBP insights reporting for discovery searches and actions
- GA4 events for call clicks, appointment form submits, and contact clicks
- Call tracking for website calls vs GBP calls (where possible)
- Looker Studio dashboard with weekly notes
Diagnosis: Why Rankings Were Stuck on Page 5
We reviewed the SERPs and compared the clinic’s pages to page 1 competitors. The biggest gap was not “authority,” it was “relevance and structure.”
Key issues found
- The family dentist page didn’t include service depth (cleanings, fillings, crowns, kids dentistry)
- The page didn’t answer common intent questions (insurance, same day, new patients)
- Titles and meta descriptions were generic, lowering CTR
- Internal linking into the family dentist page was weak
- Location signals were light and inconsistent (Dallas intent not reinforced)
- GBP services were incomplete and categories were not optimized
- Citations had minor NAP inconsistencies and a duplicate listing existed
- Mobile CTAs were buried, reducing calls even when people landed
Strategy Overview
We used a three month sprint approach: rebuild the main page, expand supporting pages, and align local signals. Every change was tied to either ranking movement or conversion improvement.
Workstreams
- Core “family dentist” landing page rebuild for intent match
- Supporting service pages to capture high intent dental searches
- Internal linking system to funnel authority into the main page
- GBP optimization for discovery and map pack reach
- Citation cleanup and trust consistency
- Snippet improvements for CTR and faster movement
- Conversion improvements to increase calls and bookings
Core Page Rebuild: Family Dentist Landing Page
We rebuilt the family dentist page to function as a decision page, not a brochure. It needed to rank and convert.
What we added to the page
- Clear above the fold: family dentist in Dallas, who it’s for, how to book
- Service depth sections: exams, cleanings, fillings, crowns, emergency visits, kids care
- New patient and insurance sections to match real local intent
- “What to expect” visit flow to reduce hesitation
- FAQ block built from Search Console and People Also Ask questions
- Strong mobile CTAs: call now, request appointment, get directions
- Trust cues near CTAs: reviews, dentist credentials, safety and hygiene notes
Supporting Pages That Helped Rankings Move Faster
To move from page 5 to page 1 quickly, we added pages that captured service variations and passed topical authority into the main family dentist page.
Pages built or expanded
- Teeth cleaning and exam page
- Kids dentist or pediatric friendly care page
- Emergency dentist and same day appointments page
- Tooth filling and cavity treatment page
- Dental crown and restorative dentistry page
- Insurance and financing guidance page (if applicable)
Each page linked to the family dentist page using natural anchors, and the family dentist page linked back to support user navigation.
Internal Linking and Site Structure
Internal linking was one of the fastest levers in this sprint. We ensured the main page was not isolated and that authority flowed into it from relevant pages.
Linking actions
- Added family dentist links from homepage blocks and navigation
- Added contextual links from blogs and FAQs into service pages
- Added related services blocks across key templates
- Cleaned orphan pages and fixed broken links
- Consolidated overlapping pages to reduce cannibalization
Google Business Profile Improvements
For dentists, map pack visibility drives a large share of calls. We treated GBP as a conversion page and strengthened discovery coverage.
GBP changes
- Updated primary and secondary categories aligned to family dentistry
- Expanded services with short descriptions matching search language
- Added appointment link with UTM tracking
- Started consistent posts: new patient offers, cleanings, emergencies, kids care
- Updated photo set: exterior, reception, operatories, staff, equipment
- Improved Q&A with common questions like insurance and availability
Citation Cleanup and Local Trust
Small inconsistencies can block local growth in Dallas. We cleaned up citations and removed duplicates to consolidate authority.
What we fixed
- Standardized NAP formatting and hours across major directories
- Removed duplicate listings and merged profiles where possible
- Updated website URL and appointment link consistency
- Added a few niche dental directories competitors were listed on
Snippet and CTR Improvements
We updated titles and meta descriptions to match high intent booking language. Better CTR supports faster movement from page 2 to page 1, and it helps stabilize the position once earned.
What changed
- Titles included “family dentist” plus Dallas intent naturally
- Meta descriptions included booking steps and trust cues
- Headings were rewritten to match query language used in Search Console
- FAQ formatting improved for rich result eligibility
Conversion Improvements That Increased Calls
Rankings were only half the win. We improved conversion flow so page 1 visibility turned into appointments.
CRO updates
- Sticky call button on mobile
- CTA placement above the fold and after key sections
- Shorter appointment request form
- Clear “what happens next” message after form submission
- Contact section improved with hours, insurance notes, and directions
Tools Used
Google Search Console, GA4, Google Business Profile insights, call tracking, Looker Studio, Screaming Frog, PageSpeed Insights and Lighthouse, BrightLocal or Whitespark, Semrush/Ahrefs, Microsoft Clarity or Hotjar.
Timeline With Dates, Monthly Numbers, and Natural Notes
July 9 to July 31, 2025
We audited Dallas dental SERPs, rebuilt the family dentist page, improved titles and meta descriptions, and started internal linking into the main page. GBP categories and services were also expanded to improve discovery coverage.
Month end metrics:
- Avg position (primary terms): ~47
- GSC clicks to dental pages: ~70
- GBP discovery searches: ~1,050
- Organic inquiries: ~9
August 2025
We launched supporting service pages, strengthened internal linking, cleaned citations on major platforms, and improved GBP engagement with posts and updated photos. Rankings moved quickly once topical support and trust signals improved together.
Month end metrics:
- Avg position: ~18
- Clicks: ~160
- GBP discovery searches: ~2,500
- Organic inquiries: ~19
September 9 to October 9, 2025
We refined the pages based on live query movement, improved CTAs and mobile conversion flow, and doubled down on the keywords hovering between positions 7 to 15. Page 1 positions stabilized as CTR and engagement improved.
Month end metrics:
- Avg position: ~8.6
- Clicks: ~260
- GBP discovery searches: ~3,900
- Organic inquiries: ~31
Before and After Proof Summary
Rankings moved from page 5 to page 1 because the core page matched intent, supporting pages built topical authority, internal linking pushed relevance and authority into the right page, and local trust signals became consistent. GBP improvements increased discovery and calls, and conversion fixes ensured the new visibility produced appointments.
- Avg position: ~47 to ~8.6
- Page 1 tracked keywords: 0 to 11
- GBP discovery searches: 1,050 to 3,900 per month
- GSC clicks: 70 to 260 per month
- Organic inquiries: 9 to 31 per month
What Made It Work
The biggest driver was making Google’s job easy. Once there was a clear family dentist page, supported by service pages, reinforced by internal links, and backed by consistent local trust signals, rankings moved quickly. Keeping GBP active and improving conversion flow helped maintain momentum.