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Orthodontist SEO

seo for orthodontists

Written By: Joey Randazzo

Joey Randazzo is the owner and Founder of Portland SEO Growth Partners based in Portland, OR. He’s worked with hundreds of businesses to build growth-centric SEO campaigns.

Updated: April 3rd, 2023

How We Help Orthodontists Grow Their Practice & See A

5.7x ROI on Their Monthly SEO Investment

Increase Google Rankings

Get your orthodontic office’s website ranking on Google for high-value keywords that potential patients are searching for.

More High-Quality Web Traffic

Get more interested patients coming to your website each month.

Increased Leads & Phone Calls

Get more motivated potential patients calling your clinic to schedule appointments and consultations.

You Get Your Time Back

Stop having your receptionist or technician write blog content or try to figure out digital marketing on their own.

Here's What You Want To See With Your Orthodontist Website & SEO 👇

When Someone Types "Chiropractors Near Me" Into Google, You Show Up Here …

orthodontists seo 1

When Someone Types "Orthodontist Near Me" Into Google, You Show Up Here …

Think about how people search for orthodontists. They’re likely sitting on the couch and using their downtime to scroll the internet.

They go to Google and type in something like “Orthodontist Near Me” – the FIRST thing to show up is the Maps area of Google called the Google Local Pack. The orthodontic offices that appear up here “win” and get the most phone calls.

When Someone Types "Best Orthodontist in [City]" Into Google, You Show Up Here …

orthodontists seo 2

When people are looking for orthodontists, they often use the language of “best orthodontist near me” or “best orthodontist in [city]”.

The orthodontist offices that rank in the Maps area for these keywords get the most website visitors and phone calls.

orthodontists seo 2

When Someone Types Questions Into Google Like "How Do I Find the Best Chiropractor," You Show Up Here …

portland orthodontist google search

When Someone Types Questions Into Google Like "Who Is the Most Reputable Orthodontist Near Me?" You Show Up Here …

People ask tens of thousands, potentially more, questions on Google each day. Questions like …

  • “What can’t I eat when I have braces?”
  • “Who is the best pediatric orthodontist in Portland, OR?”
  • “Should my braces be causing sores in my mouth?”

Ranking for these keywords in Google proves that your website is an “authority” and can be trusted.

People Are Searching Differently For Orthodontists Than They Used To

Just take a look and see the increase in people searching for “orthodontist near me” over the last five years. 

This screenshot above comes from a tool called Google Trends (a tool created by Google itself). You can see the drastic fluctuation in how many people are searching for “orthodontist near me.”

See The Common Theme? You Want To Increase Your Orthodontist Office's Digital Presence Online To Be Found By Motivated Patients

Ideally, you want more people in your city to know that you exist. Whenever they do a Google search online around orthodontists, you want your practice to show up above your competitors. 

How Do You Get Tangible Results With Orthodontist SEO Services?

Step 1: Comprehensive SEO Audit

Sadly, this is where most SEO companies fail. They don’t complete this step — and it’s the most important step of them all!

How do you expect to get where you want to be if you don’t even know where you are?

Completing a comprehensive SEO audit can help your practice determine:

  • Your current SEO performance
  • Your current SEO errors
  • What your local competitors are doing
  • Your technical SEO performance
  • And more

Step 2: Create a Roadmap Based on Data

Now that we’ve gathered quite a bit of data from our SEO audit and local SEO visibility audit, we can provide you with insights into how your business is doing with our SEO roadmap. 

SEO for orthodontists should be strategized based on the data. Most other SEO companies don’t do this! They have a “hunch” that something will work. 

For example, if the data shows that your website is loading very slowly, (which is negatively impacting performance), you may want to begin with fixing that so that potential patients stay on your website. 

Step 3: Implement Highest Priority Changes First

Roadmap’s complete — now it’s time for some magic.

Not all SEO activities are created equal.

Updating the alt text for images on a blog post from 2015 won’t be as impactful as improving your home page’s content.

So, based on the data we gather, you’ll need to target what we call the “low-hanging fruit” opportunities first. 

Is your Google Business Profile optimized? You may want to work on that! Do you have service pages addressing all that you offer? Building those out will greatly benefit your practice. 

Step 4: Local SEO Best Practices & Content Creation at Scale

Local SEO for orthodontists comes down to providing the following:

  • Consistent information that Google trusts
  • Authority
  • Accurate information

If your business has a different address on your website than what’s on your Facebook page, Google sees that as a red flag.

Because they can’t trust that if a user drives to the location mentioned on your website or Facebook they’ll be at the right business, Google may not choose for your business to rank in the local pack. 

Having consistent NAPs on high-authority directories across the internet is critical.

But how does your orthodontic office build authority on the internet? That’s where content comes in. Creating content that answers questions that your target audience is searching for tells Google that your business is more authoritative than other practices that do not have as much content on their website. 

Step 5: Meticulously Track Data

Your SEO strategy should have a tangible impact on your orthodontic clinic. It should increase website visitors. Increase phone calls. And to ultimately have those activities lead to increased revenue. 

To keep track of how your SEO campaign is performing, you have to pay attention to the data. Build a comprehensive dashboard that gives insights into your:

  • Keyword rankings
  • Website visitors
  • Phone calls
  • And other important KPIs

Top 4 Common SEO Mistakes Made by Orthodontists

Mistake 1: They Don’t Fill Out Their Google Business Profile in Detail

Comprehensiveness is key to increasing your local visibility. Take advantage of any and all opportunities to share information about your business.

What’s this look like? 

Do you have any photos of your orthodontic office on your Google Business Profile? Share photos that show your potential patients what sets your office apart from others in the area.

Don’t leave any applicable attributes unanswered about your business. Use the character space on your business description to give potential clients all the information they need to feel comfortable calling your office.

Mistake 2: They Don’t List All of Their Services Properly on Their Website

Do you have service pages already on your website? Do they provide enough information for visitors to get a clear picture of how you can help them? Or is it just a page with bullet points about your services? 

If it’s the latter, it’s time for an update. 

Comprehensiveness is extremely important to search engines, specifically, Google. Without comprehensive information about the services your practice offers, you’re missing out on an opportunity to increase your local visibility and rankings for valuable keywords in your industry.  

Instead, create a main services page with links to separate web pages dedicated to sharing as much important information as possible about all the different services your orthodontic office provides. 

Mistake 3: They Fail to Create Data-Driven Content That Adds Value to Their Target Audience

You may have an inkling about what your target audience is searching for online — but when you conduct keyword research you may find that your target audience is actually looking at other topics and issues. 

This is why data is so important. Creating comprehensive, data-backed content is the only way to know for sure what your target audience is searching for. When you know what your target audience is searching for you’re able to get your content in front of them and answer the questions they’re actually asking.

Mistake 4: They Don’t Have a Repeatable Process for SEO

SEO is not a “once and done” project. If you want to consistently drive more traffic and leads, you have to create a repeatable process that works. 

If you find that some of your web pages are performing exponentially better than other pages, it’s likely because you’re using a different formula for success for each website. 

Identifying what works and what doesn’t work will help you perform consistently. 

Orthodontist SEO Services Shouldn't Be 🍪 Cookie-Cutter — Everything Is 100% Customized To Your Business

Orthodontist SEO is not the same as other types of SEO. Unfortunately, most SEO companies provide each of their clients with the same services — they don’t recognize the unique needs of each business. They use the same “tips and tricks” that they use in other industries, thinking that it’ll work with orthodontists. 

We know that’s not what’s best for our clients. 

We treat your business as unique. Our individualized approach to each industry — including orthodontics — to the city you’re located in (Philadelphia may be different than a smaller town in New Jersey), and your specific website. 

5 Tactical Local SEO Strategies for Orthodontists

Strategy 1: Google Business Profile Optimizations

This is an example of an orthodontist office’s Google Business Profile:

seo for orthodontists

Well, technically, this is an example of the front end of a Google Business Profile. The part that someone searching Google can see.

Actually, before we go any further, let’s take a few steps back:

Why do Google Business Profiles even matter for orthodontic offices? Google Business Profiles are relevant and important ranking factors to get your business into the Google Local Pack. If you forgot what the Google Local Pack is, below is a screenshot:

orthodonists in portland

Optimizing your Google Business Profile helps you get found here. 

When you show up in the Google Local Pack, you WIN. This will lead to more website visitors and phone calls. 

So, how do you properly optimize your Google Business Profile so you get found in the Google Local Pack?

The answer is … are you ready for it? Comprehensiveness.

The best way to optimize your Google Business Profile is to provide as comprehensive information as possible.

Areas where you can provide comprehensive information include:

  • Your categories
  • Your main description
  • Your services
  • Your products
  • Your photos

Need a quick example of the difference between being comprehensive vs not being comprehensive? We have one for you: 

For your main description, you may just be inclined to write a sentence like… “Our orthodontic office wants to help you look and feel your best.”

That is just one sentence… Google allows 750 characters for the main description. Use them up! Do you offer dentistry and orthodontic services? Do you serve adults and children?  Do you offer emergency oral services? 

By answering every possible question, you’re showing Google just how comprehensive your practice really is. 

Strategy 2: On-Page SEO for Your Homepage and Location Pages

On-page SEO for orthodontists is just a fancy way of describing the content on your website.

Your on-page SEO includes things like:

  • Title tags
  • Meta descriptions
  • Header tags (H1, H2, H3)
  • Internal and external links
  • Images
  • Basically, anything that you can put on a website page. 

Why is on-page SEO so important for orthodontists? It goes back to our friend, Google. 

For single-location orthodontist offices, the most important page on your website, from a local SEO perspective, is your homepage. For multi-location orthodontists, the most important pages on your website are going to be your location pages.

When doing on-page SEO for your homepage and services pages, you want to implement SEO-friendliness by using keywords but also by providing as much comprehensive information as possible to the user (and Google) about your practice.

For example, instead of a title tag like “Dr. Bragg’s Orthodontic Office – 503.222.1111” you can provide more context to Google by writing something like “Top Rated Orthodontic Office in Downtown Portland – Dr. Bragg’s Orthodontic Office.”

Strategy 3: Website Architecture Best Practices

This is an underrated SEO strategy for orthodontic offices. Your website architecture and your sitemap are intimately connected.

Google uses your sitemap to understand everything about your website architecture — allowing Google to get a clear picture of what your website is about.

Here’s an example of what a sitemap may look like to Google:

seo for orthodontist site map

Looks a little confusing, doesn’t it? Don’t stress about it too much. The important thing is to understand that when Google looks at a sitemap, it’s putting together what your website is about — which, remember, plays an important role in local SEO. 

The main point is that your website structure should make sense hierarchically. Let’s use the most common services that orthodontists offer – 1) metal braces and 2) clear braces.

Where should these pages live on your site? First, you should probably have a “services” page that has a URL structure similar to .com/services/

Now, any services that you offer (such as surgeries and vaccinations) should live UNDER this main services page. See below:

  • .com/services/permanent-braces
  • .com/services/invisible-braces

This seems obvious, but many websites do this wrong. There’s no vertical architecture. Instead, every page lives directly under the homepage. See below:

  • .com/services/
  • .com/braces/
  • .com/clear-braces/
  • .com/permanent-braces/

With this structure, it’s not clear to Google that “Clear Braces” are an option that you offer. It’s just another page on your site!

Strategy 4: Content Creation at Scale

This is where it gets fun. People search for thousands of questions on Google every day.

Some are very local:

  • Invisible braces in Portland
  • Pediatric orthodontists near Portland 

Others are generic:

  • What can you eat when you have metal braces?
  • Do braces cause staining on your teeth? 
  • Can you be too old to get braces? 
  • Can braces help fix TMJ?

When you answer these types of questions with comprehensive blog posts on your website, it will do two things: 

  1. Help you rank higher in Google with the keywords people are searching for, resulting in more traffic to your website. 
  2. Google will see your website as authoritative compared to your competitors. Google will think, “ This orthodontic office is providing valuable information on questions that users have. Their website must be more valuable than local competitors who haven’t answered any of these questions.”

Strategy 5: User Experience is a Bigger Deal Than You Think - Stop the Keyword Stuffing!

It’s hard to believe that at one time keyword stuffing, PBN link building, and similar strategies worked for website owners. 

While those strategies may have worked in the past, Google’s getting smarter and is starting to understand that a user’s experience on a website is important.

What does this mean for you as an orthodontist?

  • Make it easy for users to find what they’re looking for. They shouldn’t have to spend 5 minutes figuring out if you offer adult and pediatric services. 
  • Make it easy for users to contact you. Your phone number should be clickable on a mobile device. Your office may want to consider online scheduling so potential (and current) patients can easily set up an appointment. The goal is to make the user’s experience as easy as possible.
  • When writing content, you should offer value to the reader. We’re not talking about vague content full of keywords that don’t really fit. Your content should be thorough and provide valuable insight into what users are searching for.

On Average, Our Orthodontist SEO Services for Cost

31% Less Than Other SEO Companies

Compared to Other SEO Companies That Average Between $1.5k and $3k Per Month.

FAQs About Orthodontist SEO Services

What Is Orthodontist SEO?

Think of SEO for orthodontists as a form of marketing. Because that’s basically what it is. It helps orthodontists increase their visibility in search engines, like Google.  

SEO strategies for orthodontists all vary greatly — remember, not all SEO is created equal. 

Strategies include:

  • Keyword research
  • On-page SEO
  • Off-page SEO
  • Google Maps optimizations
  • Local SEO
  • Content creation
  • Landing page creation
  • And more

Why Is SEO for Orthodontists Important?

Orthodontist SEO is important because it allows your practice to get in front of your target audience (the people who are looking to find an orthodontist IMMEDIATELY).

Think about how social media marketing for orthodontists works: People are scrolling through social media, like Facebook or TikTok, and stumble upon an advertisement for an orthodontist in their area. They might be actively looking for an orthodontist, but it’s not very likely. 

Unlike social media marketing, SEO puts you in front of motivated patients looking for the services your orthodontic office provides. 

SEO for orthodontists allows you to show up in Google for people actively searching for your services. People searching for “best orthodontist near me” or “Downtown Portland orthodontist.” 

Ranking for those keywords will have a MUCH higher conversion than people scrolling on Instagram.

How Long Does SEO for Orthodontists Take to Work?

SEO for orthodontists can take anywhere between one week and six months to start getting results. Various factors come into play, including:  

  • How big the city you’re located in is
  • How long your website has been up and running
  • What your domain authority looks like when you start SEO strategies
  • Your current SEO’s performance
  • And much more

Some of our clients have seen 2x – 3x the phone calls within as little as a month after starting their SEO campaign. Other clients don’t see noticeable increases in phone calls for a few months.

Think about it like this, though:

If everyone could make a couple of tweaks on their website and rank overnight for the HIGHEST value keywords out there, like “best orthodontist in New York City” then the internet would go haywire.

Good things take time. Google built its algorithms that way for a reason. 

What Orthodontist SEO KPIs Should We Track?

Orthodontist SEO should be tracked meticulously.

Orthodontists want to know, with complete certainty, that the money they’re investing in SEO is working for their orthodontic practice.

Because of that, you need to track certain metrics to determine that your SEO campaign is working: 

  • Keyword rankings: Are your ranking on Page 1 of Google for the most important keywords? How are your keyword rankings changing week over week? What about month over month? 
  • Organic website traffic: Is your organic website traffic from Google moving upwards? Do you know which keywords are driving the most traffic?
  • Online lead submissions: Are you seeing more online leads? How are they changing month over month?
  • Phone calls: Are you getting more phone calls from people searching on Google? Is the amount of phone calls you’re receiving changing over time? 

What Type of Content Should Orthodontist Websites Have?

Your orthodontist SEO strategy should involve creating content that your target audience is searching for: 

How do we know what keywords/content your target audience is searching for? The advanced software and tools we use provide us with insider information and data. For example, we know that 260 people per month (on average) search for “orthodontist in portland”

We do extensive keyword research to find the topics/questions that your patients may have. 

Questions like:

  • “Who is the best orthodontist in Portland?”
  • “How do I wash my retainers?”
  • “What happens if a wire comes loose on my braces?”

By creating content that answers questions people are typing into Google, you increase your chances of ranking higher in the search engine

Google will also begin to favor your site more than competitors because your site is seen as trustworthy and authoritative.

What are the Most Valuable Orthodontic Keywords for SEO?

Curious to see what keywords people are searching for in your industry? We did a quick search and found that the following keywords may help increase your rankings and improve your SEO. 

How To Work With Us

We believe in transparency, which is why we think it’s important to let you know that we don’t work with all orthodontic offices.

We only work with orthodontists who:

  • Are ambitious about growing their business
  • Have the bandwidth to take the growth that will come from working with us
  • Treat their employees and their customers well

If that sounds like you, follow the process below:

Step 1

Request a 'Free SEO Audit'

This process takes about 2 minutes.

Step 2

Check Your Email

In less than 24 business hours, one of our talented SEO specialists will send you a 3-5 minute customized video analysis. It will explain opportunities for you to outperform competitors.

Step 3

Sit Back And Watch Your SEO Skyrocket

Just take a look at our case studies of the success that other U.S. businesses have seen. You can have the same results.

If you’re looking for SEO growth, we can help. Give us a call today to learn more about our pricing and availability.

If you’re looking for SEO growth, we can help. Give us a call today to learn more about our pricing and availability.

Let's Take Your Orthodontic Practice From The "Best Kept Secret" To The "Most Sought After Provider"