Location information disagreed with itself
The site's own text was inconsistent about how many offices existed and where. For a multi-location practice, that ambiguity undermines local ranking and confuses patients before they call.
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Jed Kesler DDS · Independent sample project · Dental SEO & local search
Dental SEO audit for a multi-location dentist
A family and cosmetic dental practice serving the greater Columbus, Ohio area from three offices. The site was clean, responsive and built on Wix — and quietly losing local search visibility for reasons that had nothing to do with design.
The business problem
A solid site that search engines could not read clearly.
The practice had strong patient testimonials and covered its core services properly. The gap was not design or content quality — it was technical hygiene and local strategy.
Every recommendation in the audit could be implemented inside the existing Wix site. None of it required a rebuild, which mattered: rebuild recommendations are easy to write and easy for a busy practice to ignore.
Findings
Four issues with direct revenue consequences.
Click-to-call disabled on mobile
Phone numbers were not tappable. Mobile visitors — the majority — had to copy a number manually. This costs booked calls directly, and it is a one-line fix.
An advertised service had no page
Botox and facial aesthetics were promoted in the homepage banner with no page, no content and no keyword targeting behind them. Every related search went to competitors.
No location pages or informational content
Without city-specific landing pages or a blog and FAQ layer, the site captured almost none of the high-intent local and research searches available to it.
Assessment
Fair overall health, with clear and achievable upside.
The audit scored four areas: technical SEO, on-page SEO, local SEO, and content and keywords. Technical came out fair, on-page and local needed work, content scored lowest.
That distribution is common for multi-location practices on website builders. The platform handles the basics competently, then leaves the location-specific and structured-data work entirely to the owner — who usually does not know it is missing.
Recommendations
What the report specified.
- NAP standardisation: one authoritative format for name, address and phone, applied everywhere including third-party listings.
- Location page architecture: a page per office with genuinely distinct content, not the same text with the city swapped.
- Dentist schema: worked examples ready to paste, covering practice, locations and services.
- Service page outline: structure for the advertised services that currently had none.
- Prioritised action plan: ordered by effort against impact, so the quick technical wins came first.
Scope note
What this project is and is not.
This is an independent sample project prepared for portfolio purposes. It is not affiliated with, commissioned by, or endorsed by the business named, and no client implementation or measured result is claimed.
The site was reviewed as publicly available. No analytics, Search Console or account access was involved.
More for dental practices
Work like this, for your practice
This audit is an independent sample project. The same method — location clarity, treatment-page coverage, schema, AI-crawler access and enquiry follow-up — is what I apply for practices that hire me.
Related service
Audit + Implementation Roadmap
Starting at $1,250 USD. Adds sample metadata fixes, schema examples, site architecture and a 90-day roadmap.
- Technical and on-page audit
- Local and multi-location structure
- Schema examples ready to implement
- Keyword and content gap analysis
- 90-day prioritised roadmap
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