Local Search Domination for a 60-Office Dental Group
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Overview
What we built
A 60-office dental group had one strong brand but dozens of invisible locations: outside its home metro, its offices barely appeared in local search. We rebuilt the group's local foundations office by office.
In plain terms: when someone searched for a dentist near one of the group's offices, Google often showed competitors instead. The listings that should have represented each office sat unclaimed or duplicated, the pages describing them were near-identical copies of one template, and basic facts like categories and opening hours disagreed from one directory to the next. New offices opened with no local search presence at all, so they started life dependent on whatever footfall the signage brought in.
We claimed, deduplicated and standardised all 60 Business Profiles, gave every office its own genuine page with structured data and a direct booking link, and synchronised name, address and hours details across the major directories. A monthly rhythm of posts, photos and Q&A upkeep kept every listing active. Within 9 months, the share of tracked local queries where offices reached the top-3 map pack rose from 22% to 61%, and by month 12 organic-attributed online bookings had grown 2.1×, led by the offices outside the home metro.
The Problem
Invisible beyond the home metro
The group had spent years building a uniform brand across the US Southwest, but local search does not reward uniformity: it rewards accurate, active, distinct listings for every individual office. Inside the home metro, brand recognition papered over the gaps. Beyond it, each office competed as an unknown, and the map pack, where most local dental searches begin and end, rarely showed them at all.
The listing estate itself was in disrepair. Business Profiles sat unclaimed or existed twice under slightly different names, location pages all shared one generic template with nothing that tied a page to a real office, and category and hours data conflicted across the directories. To a search engine weighing whether an office was trustworthy and relevant, the signals contradicted each other at every turn.
The pattern repeated with every opening. A new office would launch with signage, staff and a ready appointment book, but no claimed profile, no dedicated page and no consistent directory record, so it took 6+ months to earn a place in the local map pack while nearby competitors absorbed the demand it should have been winning from day one.
Unclaimed, duplicated profiles
Business Profiles sat unclaimed or existed in duplicate, so no one controlled the information patients saw first, and engagement signals split across competing versions of the same office.
One template, 60 offices
Every location page was the same generic template, giving search engines no reason to rank any individual office for searches in its own neighbourhood.
Conflicting directory data
Categories, addresses and opening hours disagreed across the major directories, undermining the consistency that local ranking systems use to decide which businesses to trust.
Invisible new openings
New offices opened with no local search presence at all, waiting 6+ months to appear in the map pack while established competitors took the demand.
What it was costing them
Every office missing from the map pack was handing patients to competitors, and the further from the home metro, the worse the leak. Bookings that should have arrived organically had to be bought or foregone, new openings ramped slowly for half a year or more, and a group-wide brand investment earned almost nothing in the local results where patients actually choose a dentist.
The Solution
GBP and location-page engine
We started with the foundations: claiming, deduplicating and standardising all 60 Business Profiles so each office had exactly one authoritative listing with correct categories, photos and hours. In parallel, we synchronised name, address and hours data across the major directories, replacing the contradictions with one consistent record per office that every citation of the group now agrees with.
The website work gave each listing somewhere worth landing. Every office received a unique location page with LocalBusiness schema and a per-office booking link, replacing the shared template with pages that actually describe the office a searcher is looking at, so the journey from map pack to booked appointment runs without friction, whichever office a patient finds.
Local search is never finished, so we built the upkeep into a monthly cadence: fresh profile posts, photo refreshes and Q&A answers for every office, tracked through a group-wide ranking dashboard that shows which offices appear in the top-3 map pack for the queries that matter and flags any office slipping before its bookings feel it.
Key decisions
One authoritative profile per office
Duplicates were merged or removed rather than left to compete, so reviews, photos and engagement signals accumulated on a single listing for each of the 60 offices.
Unique pages over one template
Each office earned its own location page with LocalBusiness schema and a per-office booking link, replacing the generic template that gave search engines nothing local to rank.
Directory data as one record
Name, address and hours were synchronised from a single source across the major directories, so every citation of an office agrees with every other.
Upkeep on a fixed cadence
Monthly posts, photo refreshes and Q&A upkeep keep every profile visibly active, rather than treating listings as a one-off cleanup that quietly decays.
Openings follow the same playbook
The same profile, page and directory steps now apply to every new office, which is why new openings enter the local map pack within 8 weeks rather than 6+ months.
Measurable Impact
What changed after launch
The map pack shifted first. Within 9 months, the share of tracked local queries where offices appeared in the top-3 map pack rose from 22% to 61%, and calls and direction requests from Business Profiles climbed 47% year on year across the group. The gains were broadest exactly where the problem had been worst: the offices outside the home metro.
By month 12, organic-attributed online bookings had grown 2.1×, led by those outer-metro offices. And the machinery now runs for every opening: a new office enters the local map pack within 8 weeks, versus the 6+ months it previously took, so new locations start earning patients while they are still building word of mouth.
Map-pack visibility
In the top-3 pack for 22% of tracked queries
Appearing for 61% of tracked queries within 9 months
Online bookings
Dependent on brand recognition in the home metro
Organic-attributed bookings up 2.1× by month 12
Listing data
Unclaimed, duplicated profiles and conflicting directory records
One standardised, synchronised record per office everywhere
New openings
No local presence for 6+ months after opening
In the local map pack within 8 weeks
Headline results
Share of tracked local queries where offices appeared in the top-3 map pack rose from 22% to 61% within 9 months
Organic-attributed online bookings grew 2.1× by month 12, led by offices outside the home metro
Calls and direction requests from Business Profiles up 47% year on year across the group
New offices now enter the local map pack within 8 weeks of opening, versus 6+ months previously
Tech & Tools Used
What powered the build
Every tool below earned its place in this engagement. Here is the part each one played.
Next.js
Powers the rebuilt location pages, rendering each office's unique content, schema and booking link as fast, crawlable pages that local search can index without friction.
Google Business Profile API
Let us claim, deduplicate and standardise the profile estate at scale, and now pushes the monthly posts, hours updates and photo refreshes to every office programmatically.
Schema.org JSON-LD
Carries the LocalBusiness markup on every location page, telling search engines precisely which office a page represents, where it sits and how patients can book.
BrightLocal
Tracks each office's local rankings and citation consistency across the directories, flagging any listing whose name, address or hours drift out of sync.
Semrush
Supplied the local keyword research behind the tracked query set, showing which searches mattered in each office's area and where competitors held the map pack.
Google Search Console
Monitors how the unique location pages are indexed and which queries they earn impressions for, confirming each office's page is pulling its weight in organic results.
Looker Studio
The group-wide ranking dashboard lives here, giving leadership one view of map-pack presence, profile engagement and booking trends across every office.
CallRail
Attributes calls from profiles and location pages to the office that received them, so phone demand from local search is measured rather than guessed at.
PostgreSQL
Holds the canonical name, address, hours and category record for every office, the single source that the pages, profiles and directory sync all draw from.
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