Local SEO for dental practices in the UK

How patients choose a dentist

Patients search with two very different intentions. Some look for an NHS dentist accepting new patients. Others search for a specific private treatment: implants, Invisalign, whitening, emergency appointments. Your profile and website need to answer both clearly, because a patient who cannot tell whether you take NHS patients will simply call someone else.

Set up the profile properly

• Primary category "Dentist" or "Dental clinic", with specific secondary categories such as "Cosmetic dentist" or "Emergency dental service" only if they are accurate.
• Every treatment listed in the services section, with a short description.
• Accurate opening hours, including emergency arrangements.
• Real photos of the reception, surgeries and team.
• A link to a booking page if you take online bookings.

One page per main treatment

A single "Treatments" page listing everything rarely ranks for anything. Practices that win searches for implants or orthodontics usually have a dedicated page for each, explaining the treatment, who it suits, the steps, typical price ranges and who carries it out. Price ranges are among the most searched details and they build trust.

NHS and private: be explicit

State clearly whether you are accepting new NHS patients, adults or children, and keep it up to date. If you are private only, say so, and explain any payment plans. This reduces wasted calls and improves the experience behind your reviews.

Reviews from patients

Ask patients after a positive appointment, by text with a direct link. Reply to every review without confirming that the reviewer is a patient or mentioning any clinical detail: confidentiality applies to replies too.

Advertising rules

Dental professionals must follow the General Dental Council's guidance and the CAP Code. In practice: show the names and GDC numbers of the clinicians, avoid misleading claims and guarantees, be careful with before-and-after photos, and make sure prices are not misleading. Your compliance lead should validate content before it goes live.

AI search

Patients now ask AI assistants which practice to choose for implants or nervous patients. Clear treatment pages, clinician profiles and detailed reviews give these tools accurate material to work with. See how AI recommendations work.