SEO Case Study: How a Dental Clinic Increased New Patient Appointments by 160%
In May 2025, a dental clinic in San Diego, California partnered with Goforaeo because new patient bookings were inconsistent. They had returning patients and a decent reputation, but Google was not sending enough steady appointment requests. Their website also did not clearly target high intent dental searches, so they were losing clicks to clinics that looked more visible and more trusted online.
This case study explains what we implemented from May 12, 2025 to November 24, 2025 in San Diego, California. You will see monthly actions, monthly numbers, and a clear before vs after comparison. The language is simple, the paragraphs are short, and bullets are used where they help.
Clinic overview: services, location, and what was not working
The clinic offers general dentistry with a focus on cleanings, exams, cosmetic dentistry, teeth whitening, crowns, and emergency dental visits. They serve patients across San Diego, with many bookings coming from people searching near their neighborhood or workplace.
Before SEO, the clinic’s website had basic pages, but they were not built around patient intent. The service pages were thin, the location signals were weak, and the site did not answer common patient questions like cost ranges, appointment steps, or insurance handling. Their Google Business Profile also existed, but it was not being used actively to build local visibility.
San Diego is competitive for dentistry because many clinics target the same searches. To stand out, the clinic needed stronger local signals, clear service pages, better trust proof, and an easier booking path.
What we tracked: the exact definition of a new patient appointment
We tracked new patient appointments that started from organic search or Google Business Profile actions. We did not count every call as a win, because dental clinics often get calls for job inquiries, vendors, and unrelated questions.
A new patient appointment counted when:
- The appointment was booked by someone who had not been a patient before
- The source started from organic search or Google Business Profile
- The booking was for a real dental service, not a general inquiry
We included these booking types:
- Online appointment request forms that were confirmed by staff
- Calls longer than 45 seconds that resulted in a booked appointment
- Emergency dental calls that converted into a scheduled visit
We excluded:
- Existing patients rescheduling
- Spam calls and vendor calls
- Job applications
- Out of area requests
The front desk confirmed new patient status weekly so the monthly count stayed accurate.
Baseline metrics: where the clinic started before results improved
We used May 1, 2025 to May 31, 2025 as the baseline month. This month shows performance before the SEO improvements had time to change rankings and booking flow. We used November 1, 2025 to November 30, 2025 as the comparison month because results were stable by then.
Baseline performance in May 2025:
- Organic sessions: 3,100
- New patient appointments from organic: 50
- Google Business Profile actions: 620
- High intent keywords in top 3: 3
Main weaknesses we found:
- Service pages were short and did not match patient intent
- Location relevance for San Diego neighborhoods was weak
- Internal linking did not push authority to money pages
- Website trust signals were limited, especially on mobile
- Google Business Profile was not posting consistently
Strategy overview: what we did and why it worked
For dental SEO, trust and local intent matter as much as rankings. Most people want a nearby dentist, quick answers, and proof they can feel safe. So our strategy focused on local visibility, strong service pages, and a smoother booking path.
We worked in four connected layers:
- Technical foundation fixes
- Local SEO improvements for San Diego searches
- Service and location content built for patient intent
- Trust and conversion improvements to increase bookings
Technical foundation: faster pages and cleaner structure
We started by fixing technical and structure issues that affected both rankings and conversions. Mobile speed mattered a lot because most dental searches are done on phones.
Key technical actions included:
- Fixing duplicate titles and thin meta descriptions
- Improving internal linking so service pages became the main hubs
- Reducing heavy images and improving mobile load speed
- Fixing indexation issues and cleaning low value pages
- Adding local business and medical related structured data
Local SEO: Google Business Profile and San Diego relevance
Google Maps and local results drive a large share of dental bookings. We optimized the clinic’s Google Business Profile to improve visibility and calls.
Local actions included:
- Optimizing categories, services, and business description
- Adding fresh photos weekly, focused on the real clinic and staff
- Publishing consistent posts about services, availability, and reminders
- Cleaning citations so name, address, and phone were consistent
- Encouraging steady reviews after completed visits
Content strategy: service pages that answer patient questions
Dental patients search by service and urgency. We improved and created pages around these high intent topics, written in simple words.
Core pages improved:
- Teeth cleaning and exam
- Emergency dentist
- Dental crowns
- Teeth whitening
- Cosmetic dentistry
- New patient page with clear steps
What we added to each service page:
- Who it is for and what problems it solves
- What happens during the visit
- Appointment timeline and what to expect
- Basic pricing guidance and insurance notes
- FAQs that match real patient calls
- Strong call to action to book
Conversion and trust: making it easier to book
Some clinics lose bookings because the site is confusing. We simplified the booking path and added trust signals where people decide.
Trust and conversion actions included:
- Click to call buttons on mobile
- Shorter forms with clear required fields
- Clear hours, parking info, and appointment steps
- Review highlights and patient friendly proof on key pages
- Doctor and team credibility sections
Month by month execution and results: May to November 2025
All numbers below follow the same new patient appointment definition. Every month includes work done and key performance metrics.
May 2025: setup, tracking, and baseline
We started on May 12, 2025 by setting up tracking, reviewing Search Console, and auditing the site and Google Business Profile. We also reviewed front desk booking patterns to see which services produced the most new patients.
May 2025 results:
- Organic sessions: 3,100
- New patient appointments: 50
- GBP actions: 620
June 2025: service page upgrades and stronger booking flow
In June, we rebuilt core service pages and improved the booking path. We rewrote headings and page sections so patients could understand each service fast. We also improved mobile click to call and simplified the appointment request form.
June 2025 work highlights:
- Rebuilt cleaning and exam page and new patient page
- Improved emergency dentist page for urgency intent
- Added FAQs based on front desk questions
June 2025 results:
- Organic sessions: 3,450
- New patient appointments: 60
- GBP actions: 710
July 2025: Google Business Profile optimization and review growth
In July, we focused hard on local SEO. We optimized the Google Business Profile, added consistent photos, and built a review request system tied to completed visits. We also improved listings consistency so Google trusted the clinic’s location details.
July 2025 work highlights:
- Updated GBP categories and services
- Weekly photo updates and short posts
- Review request routine after appointments
July 2025 results:
- Organic sessions: 3,950
- New patient appointments: 72
- GBP actions: 820
August 2025: location relevance and deeper service content
In August, we expanded content depth and improved local relevance across San Diego. We improved pages to include natural neighborhood references and added clearer appointment steps. We also built internal links so supporting content helped service pages rank better.
August 2025 work highlights:
- Expanded cosmetic dentistry and whitening pages
- Added location relevance in a natural way
- Strengthened internal linking from blog to service pages
August 2025 results:
- Organic sessions: 4,600
- New patient appointments: 88
- GBP actions: 960
September 2025: improve pages ranking but not yet winning
In September, we focused on pages ranking on page one but not in the top spots. We improved sections that patients care about, like cost guidance, pain concerns, and appointment time. We also improved trust proof and added more real clinic photos.
September 2025 work highlights:
- Expanded FAQs for emergency and crowns
- Added clearer insurance and payment notes
- Improved conversion buttons and placements
September 2025 results:
- Organic sessions: 5,200
- New patient appointments: 103
- GBP actions: 1,080
October 2025: strengthen trust and keep local activity consistent
In October, we focused on stability and trust building. We continued GBP activity and improved credibility on the website by adding stronger doctor and team sections. We also improved appointment request confirmation messaging so fewer people dropped off.
October 2025 work highlights:
- Doctor credibility and team proof updates
- Continued GBP posts and photo updates
- Improved appointment confirmation flow
October 2025 results:
- Organic sessions: 5,650
- New patient appointments: 116
- GBP actions: 1,200
November 2025: stable results and comparison month
In November, we focused on maintenance and refinements. We refreshed key pages, continued local profile activity, and improved internal links to the highest converting pages. This month is used for the official before vs after comparison.
November 2025 work highlights:
- Refreshed service pages with updated FAQs
- Continued review routine and GBP activity
- Improved internal links across key pages
November 2025 results:
- Organic sessions: 6,000
- New patient appointments: 130
- GBP actions: 1,320
Before vs after proof: May 2025 vs November 2025
We compared two full months using the same tracking rules. This keeps the proof clean and avoids cherry picking.
May 2025 baseline:
- Organic sessions: 3,100
- New patient appointments: 50
- GBP actions: 620
November 2025:
- Organic sessions: 6,000
- New patient appointments: 130
- GBP actions: 1,320
New patient appointments increased from 50 to 130 per month, which is a 160 percent increase. Organic sessions and Google Business Profile actions also increased strongly, supporting the booking growth.
What improved in lead quality: what the front desk noticed
The front desk reported that callers were more informed. People mentioned specific services like emergency dentist, whitening, or crowns, instead of general questions. This made calls shorter and booking decisions faster.
They also noticed more patients asking about availability and insurance in a serious way. That is a sign of higher intent, because those questions usually come right before booking. Better pages reduced confusion, so the staff spent less time explaining basics.
Tools used: tracking, research, and execution
We used a practical tool stack that supported both SEO decisions and proof reporting.
Tracking and reporting tools:
- Google Analytics 4
- Google Search Console
- Google Business Profile insights
- Google Tag Manager
- Looker Studio
SEO execution tools:
- Screaming Frog for audits and internal linking
- Ahrefs or Semrush for keyword and competitor research
- PageSpeed Insights for mobile performance checks
- Local listing tools plus manual checks for citations consistency
Why this worked in San Diego: simple explanation
San Diego dental searches are competitive, so generic pages do not win. We built strong service pages that matched patient intent, improved local visibility through Google Business Profile activity, and increased trust with proof and reviews.
We also improved the booking path, which turned more visitors into real appointments. SEO drove more targeted traffic, and better pages increased the number of people who actually booked. That combination is why growth was steady month after month.
Conclusion: what partnering with Goforaeo delivered
From May 12, 2025 to November 24, 2025, this San Diego dental clinic partnered with Goforaeo to build a predictable new patient booking channel through SEO. New patient appointments increased from 50 per month in May 2025 to 130 per month in November 2025, a 160 percent increase. Organic sessions grew from 3,100 to 6,000, and Google Business Profile actions increased from 620 to 1,320.
The biggest win was not only more bookings, but more confident patients. By the end of the campaign, new patients were finding the clinic through Google, trusting what they saw, and booking faster with less back and forth.