Multi-location dental group in Western Sydney, stuck on page 2 for the searches that actually book appointments. We rebuilt the technical foundation, mapped commercial intent to landing pages, and shipped 18 localized pages in 90 days. The result: 2,455 organic clicks, 49 estimated new patient leads in 4 months.
A 3-location dental group in Western Sydney came to us stuck on page 2 for the searches that actually book appointments. Branded searches for the clinic name were fine — they showed up. But the commercial queries that bring new patients ("dentist penrith", "emergency dental [suburb]", "Bioclear [city]") were buried. Average position across commercial queries was 18.2. That's deep page 2, where 95% of searchers never scroll.
Compounding the problem: three location pages with thin duplicate content, no structured data, and a citation footprint that didn't match between Google, Apple, and Bing. The technical foundation wasn't broken — it just wasn't built to win.
We started with a 3-week technical rebuild: crawlable architecture, proper hreflang for the 3 locations, schema markup for Dentist + LocalBusiness + FAQ, and a content model where each service and each location got its own canonical landing page. Then we shipped — 18 location-specific pages, 9 service pages rebuilt from scratch, and a 6-month editorial calendar.
The strategy was intent-mapped, not volume-mapped. Every page targets the searches real people use when they're ready to book — not informational queries, not research queries, but the buy-now queries. The work compounds: rankings stabilize, topical authority deepens, and cost-per-lead drops as the keyword footprint widens.
Monthly trajectory over the engagement window. Source: Google Search Console. We track the primary commercial metric, not vanity traffic.
The highest-value queries driving commercial clicks. Branded and local-intent searches are the bread and butter — these are the people who book.
| Keyword | Clicks | Impr. | CTR | Avg. pos. | Est. leads |
|---|---|---|---|---|---|
| bella dental penrith | 553 | 1,627 | 33.99% | 1.59 | 27.7 |
| bella dental | 189 | 3,088 | 6.12% | 2.95 | 9.5 |
| dentist penrith | 21 | 2,797 | 0.75% | 15.10 | 1.1 |
| southlands dentist | 9 | 32 | 28.12% | 7.91 | 0.5 |
| bella dental care | 8 | 1,619 | 0.49% | 7.05 | 0.4 |
| teeth whitening penrith | 8 | 1,153 | 0.69% | 12.42 | 0.4 |
“We stopped guessing which SEO agency to hire. The reporting tells us exactly what's working, and the patient enquiries are real — not vanity traffic.”— Practice Manager, Dental Group — Western Sydney
The numbers below are from Google Search Console over the engagement window. Same content live, same team running the work. The compounding part: the gains stack. Every quarter the footprint widens, the topical authority deepens, and the cost per acquired lead drops.
This is what an SEO engine looks like when it's built to win — not one good month, but 18 months of compounding traffic, leads, and authority. That's the deliverable.
Get a free audit, or book a 15-min call with a senior strategist. We'll show you exactly what's broken, what's working, and what we'd change in the first 30 days.