Case study
Tripling new-patient bookings for a two-chair practice in Melbourne's inner east
Challenge.Strategy.Results.
Local SEO, treatment pages and AEO content took a suburban practice from page two to the Maps 3-pack for its core treatments.
Sample case study: all figures are illustrative. Replace with real, client-approved data before launch.
online bookings
organic traffic
map pack for 22 terms
The challenge
The practice relied on word of mouth and a dated website built on a slow page builder. It did not appear in the Maps 3-pack outside a few streets, competed with three corporate dental groups nearby, and had no pages for implants or Invisalign, its most profitable treatments.
The strategy
Win the map pack in the suburbs within a 5 km radius, then build treatment pages that convert searchers into bookings. Support both with answer-first content to capture patient questions and AI Overview citations.
SEO, AEO & GEO work
SEO
Keyword map by treatment and suburb; rebuilt service architecture with dedicated pages for implants, Invisalign, emergency and children's dentistry.
AEO
Clinician-reviewed FAQ blocks on every treatment page and a patient questions hub; FAQ and Dentist schema.
GEO
Consistent practice facts across HealthEngine, Google, Apple Business Connect and health directories so AI tools describe the practice correctly.
Local
Google Business Profile rebuild, review request flow after each appointment, 40 citations cleaned up.
Technical & content work
Technical: Migrated to a lightweight theme, cut mobile LCP from 5.8s to 1.9s, fixed duplicate URLs created by the booking widget and set up booking tracking in GA4.
Content: Twelve treatment pages, eight cost and recovery guides and four dentist profiles highlighting qualifications and experience.
Before / after
Performance
| Metric | Before | After |
|---|---|---|
| Monthly organic sessions | 610 | 1,732 |
| Online bookings per month | 18 | 56 |
| Map pack terms (top 3) | 3 | 22 |
| Google reviews | 41 | 168 |
| Mobile LCP | 5.8s | 1.9s |
Timeline
9 months
- Month 1Audit, GBP rebuild and technical fixes
- Months 2-3Treatment pages and review flow live
- Months 4-6AEO content, citations and local links
- Months 7-9Expansion to neighbouring suburbs
Key learnings
What we learned
- Learning 01
Review velocity moved map rankings faster than any on-site change.
- Learning 02
Treatment pages with price ranges converted far better than pages without them.
- Learning 03
Fixing booking-widget duplicates recovered rankings the old site had been losing.
More work
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