SEO Case Study: Local Dental Client - Bojan Cvjetković

(Name withheld due to NDA agreement)

Introduction

This case study outlines the SEO transformation of a local dental client operating in a competitive regional market. Due to a strict NDA, the company name cannot be disclosed; however, all results and processes described here are 100% real and reflect the exact work performed.

The client approached us because their website generated minimal organic traffic, ranked for almost no dental-related keywords, and produced inconsistent appointment requests. Their Google Business Profile also lacked optimization, resulting in lost visibility to local patients actively searching for dental services.

Initial Audit Findings

Our full SEO audit revealed several critical performance blockers:

1. Technical SEO Issues

Website had poor indexing signals — several key service pages were discoverable only through internal links, not sitemaps.
Slow loading times caused by unoptimized images, render-blocking scripts and outdated caching configuration.
Missing or conflicting canonical tags, causing partial duplication signals.
Several broken links, outdated redirect chains and a sitemap that was not properly submitted or validated.

2. On-Page SEO Problems

Almost every service page lacked optimized H1s, meta titles, and meta descriptions.
Content was thin and generic, without addressing user intent for high-conversion queries such as
“emergency dentist,” “teeth whitening cost,” “dental implants near me.”
No keyword mapping — multiple pages targeted the same phrases, creating keyword cannibalization.
Missing internal linking structure; important pages were orphaned or buried.

3. Local SEO (Google Business Profile) Issues

GBP categories were outdated and not aligned with the clinic’s top services.
No service-level descriptions added.
Inconsistent NAP data across directories.
Few photos, low engagement metrics, and no posting strategy.
Weak location relevance — competitors dominated the map pack for all primary keywords.

4. Backlink / Authority Gaps

The domain had low authority in comparison to local competitors.
Backlinks came mainly from irrelevant or low-quality sources.
No presence on reputable local or medical directories.
Missing structured data (schema), which reduced trust and prevented rich search results.

Strategy & Work Performed

Our strategy focused on rebuilding the client’s organic presence from the ground up.

1. Technical Repairs

Implemented full indexing cleanup, resubmitted structured sitemaps, and corrected canonical errors.
Optimized images (WebP), reduced server response times, and improved Core Web Vitals.
Removed render-blocking resources and implemented advanced caching.
Cleaned 404 errors, fixed redirect chains, and ensured consistent HTTPS signals.

2. On-Page Optimization

Wrote and implemented new metadata for all primary pages.
Performed detailed keyword mapping, assigning each page a primary and secondary keyword cluster.
Rewrote service pages to focus on real patient intent, increasing relevance and conversion potential.
Implemented an internal linking structure that connected services, blogs, and location pages.

3. Content Expansion

We produced:

New in-depth service pages
FAQ sections based on real patient questions
Long-form educational blog articles covering high-traffic topics
(e.g. dental implants, cavity treatments, cleaning procedures, pricing guidance)

Each piece was optimized with schema, structured headers, and internal linking pathways.

4. Local SEO Improvements

Fully rebuilt the Google Business Profile with correct primary and secondary categories.
Added optimized service descriptions, geo-tagged photos, and a posting strategy.
Ensured full NAP consistency across 35+ directories.
Implemented LocalBusiness and Dentist schema to strengthen local relevance.
Activated UTM tracking on all GBP links to measure performance precisely.

5. Backlink Plan

Secured high-quality backlinks from:
- reputable local medical directories
- community portals
- dental associations
- high-authority lifestyle/health publications
Performed outreach to gain brand mentions and increase trust signals.
Cleaned low-quality toxic links affecting domain reputation.

6. CRO Adjustments (Conversion Optimization)

Reorganized the page layout to highlight appointment CTAs.
Added trust elements: certifications, testimonials, before/after sections.
Improved mobile UX — critical for patients searching on the go.

Results After 4 Months

The outcome was a measurable and impactful performance lift:

Organic Traffic

+187% increase in organic traffic
+92% increase in new users from Google

Keyword Rankings

0 → 27 keywords on Google page 1
11 high-intent service keywords moved into the top 3 positions
Total keyword footprint increased by over 300%

Google Business Profile

Profile views: +164%
Calls from GBP: +72%
Website clicks: +91%

Leads & Appointments

Monthly appointment requests increased by 58%
Website became the client’s strongest new-patient acquisition channel
Emergency service bookings improved significantly due to higher map-pack visibility

Client Impact

The client reported a noticeable increase in:

weekly booked appointments
high-value procedures (implants, whitening, Invisalign)
walk-ins and call-ins from Google Maps

The improved rankings positioned the dental office as a top local authority, increasing both trust and revenue.

Conclusion & Call-to-Action

This project demonstrates what can be achieved with a precise, data-driven SEO strategy. Even in competitive local markets, consistent technical work, targeted content, strong local optimization, and strategic link building can completely transform visibility and ROI.

If you’re looking to achieve similar results for your business — whether local or international — feel free to reach out.

Let’s build an SEO strategy that actually delivers results.