In this article, Jan Kaufman, Director of Account Services at :Delmain shares her top tips for creating effective strategies for dental SEO pricing. As an agency geared specifically towards clients in the dental niche, :Delmain has a wealth of knowledge to share about core focus areas, pitfalls to avoid, and how to pitch and land new dental clients by budgeting for success.
If you’re immersed in the marketing world, you already know the power of SEO to drive brand visibility and traffic. But applying a generic playbook to a local dental practice often falls flat—especially given Google’s evolving algorithms and healthcare-specific guidelines. And let’s not forget the very real anxieties people have around going to the dentist.
Work with dental clients? This guide covers the top dental SEO strategies for marketing agencies to deliver the best value to their clients. Learn about local SEO strategies and more.
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Since niching down, :Delmain has grown to 20 full-time employees that serve over 130 dental clients. And 2022 is set to be their strongest year in business yet. Find out the strategies Dan implemented to propel his agency for long-term success.
Oct 26, 2022
That’s where dental SEO comes in: An approach that blends hyper-local targeting, robust trust signals, and the high content standards demanded by “Your Money or Your Life” (YMYL) guidelines.
Over the years, I’ve worked with hundreds of dental practices to help them drive new patients through SEO, and invest in marketing wisely. These are the strategies I recommend every day to create an SEO budget that resonates in a distinctly local healthcare setting.
What Is Dental SEO?
SEO (search engine optimization) is how a practice shows up in the right place, at the right time, for the right patients. What makes dental SEO unique is its hyper-local focus.
Dental practices aren’t trying to attract a global audience. They need local visibility—people who live or work within driving distance of their office. That’s why local SEO efforts (like optimizing your client’s Google Business Profile and collecting online reviews) often generate the fastest and highest return on investment.
At the same time, the search landscape is evolving. Google’s newly introduced AI Overviews for complex queries mean practices need to keep content fresh, accurate, and easy for search engines to parse. While many searches (“dentist near me”) still default to the classic map pack, you can’t ignore that AI-driven results are inching into the search space—especially for detailed questions like, “What’s the difference between veneers and crowns?”
Dental SEO includes both foundational SEO (like local optimization and technical upkeep) and future-focused strategies that ensure your clients are prepared for the shift toward AI-overview results.
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How Much Does Dental SEO Cost? Determining a Budget for Agency Clients
One of the biggest mistakes I see dentists make is thinking about each new patient as a one-time transaction. In reality, a loyal patient might stay with a practice for years—bringing their family members, friends, and colleagues along. The cumulative value of that relationship (their patient lifetime value, or LTV) is the lens through which clients should measure their SEO investments.
Let’s say an average patient is worth $1,200 per year to your client’s practice, and they stay for four years. That’s a $4,800 lifetime value—before factoring in referrals. Even a modest improvement in monthly new-patient flow can make a well-planned SEO strategy very profitable.
If you’re needing to communicate the value of dental SEO to your clients, consider the following:
Higher ROI Potential: Spending $1,000 this month on SEO to acquire a patient who brings in $5,000 worth of services over five years is a bargain.
Strategic Resource Allocation: Knowing your client’s average patient LTV helps you benchmark how many new patients are needed per quarter to justify different levels of SEO spend.
Most dental practices allocate 3–7% of total collections to marketing. Practices focused on rapid growth or operating in competitive markets often invest at the higher end of this range—or even above.
The percentage of this marketing budget allocated to SEO depends heavily on your client’s goals and their stage in the business growth journey. For new practices, dental SEO efforts are often a higher priority, as building a strong foundation for organic visibility and local search is essential to establishing a dental practice’s online presence. For established practices, the focus might shift more toward paid ads or other digital channels, using dental SEO services as a steady foundation.
Offering a tailored approach ensures you’re empowering clients to invest in strategies that align with their unique needs, whether that’s building long-term visibility, driving immediate leads, or both.
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At :Delmain, we formulate the majority of our dental SEO costs around the following activities:
1. Local Visibility and Reviews
Most patients searching for a new dentist use location-based keywords or rely on the map pack. Agencies should aim for a top spot in local results by:
Optimizing the client’s Google Business Profile with accurate hours, photos, and a clear description.
Asking the dental client to encourage satisfied patients to leave detailed Google and Healthgrades reviews (I strongly recommend that clients invest a portion of their budget in reputation management software to help drive these reviews)
Using location-specific keywords (“dentist near [city/state]”) throughout the dental website. Avoid keyword stuffing!
2. Technical SEO and Site Speed
If the dental website is slow, unsecure, or disorganized, both potential patients and search engines get frustrated.
Agencies should prioritize mobile-friendly design—today’s dental patients expect instant access on their phones.
Use HTTPS (SSL certificates) and regularly update plugins to ensure security.
Implement structured data (schema) so Google can accurately display your client’s practice details in search results.
Conduct a Core Web Vitals check using Pagespeed Insights to determine where your client’s dental practice website is passing and where it needs improvement.
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3. Content That Builds Trust
Dentistry is a Your Money or Your Life (YMYL) topic, which means Google holds it to higher content standards. Potential patients also need reassurance.
Write comprehensive dental services pages that explain procedures, costs, and what patients can expect.
Highlight staff credentials, professional affiliations, and patient success stories.
Keep content up to date and backed by reputable sources. This also helps if Google’s AI overviews source your client’s content for complex queries.
Your Money or Your Life
Your Money or Your Life (YMYL) is a term coined by Google as part of their “people-first” content guidelines. YMYL refers to content that can have a real-world impact on a person's life. This includes topics related to a person's health, safety, financial stability, and happiness. Google tells us their systems give even more weight to content that aligns with strong people-first practices for these YMYL topics.
4. AI Readiness
While not every query triggers an AI overview, the trend is growing. If your client is absent from AI-driven summaries, they might miss out on local patients with research-oriented questions.
When creating content, use a natural, conversational tone to match how people speak their questions.
Organize content with headings and FAQs so Google (and AI tools) can easily parse and present key info.
Monitor any shifts in analytics when AI features update—then adjust your strategy if you see changes in traffic patterns.
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Avoiding Common Dental SEO Budget Pitfalls
Over the years, our agency has had to troubleshoot a variety of challenges as we elevate our dental clients’ SEO rankings. We’d recommend avoiding the following budgeting mistakes:
Pitfall 1: Expecting Overnight Results
SEO takes time. Research by Ahrefs shows that only 5.7% of newly published pages rank in Google’s Top 10 within a year. Make sure your clients know they’ll need to budget for 6–12 months of consistent effort to set the foundation. Ideally you’ll want to maintain the SEO strategy beyond 12 months, but depending on results, clients may consider throttling back the budget once your agency has set that foundation and given it time to mature.
For immediate leads, we’d recommend combining dental SEO efforts with paid ads (more on this next).
Pitfall 2: Over-Fixating on a Single Strategy
Don’t pour your client’s entire budget into one channel—like backlinks or keyword optimization—in hopes of a quick win (or even a slow win). If you neglect one pillar (technical SEO for example), backlinks and content won’t perform at their full potential.
A well-rounded dental marketing strategy also considers paid efforts. These additional touchpoints reinforce SEO gains by bringing in immediate traffic, re-engaging existing patients, and capturing leads who might not convert from organic search alone.
By spreading the budget across different tactics, you create a stable “marketing ecosystem” that supports the practice through every stage of growth.
Pitfall 3: Budgeting for Traffic Instead of Conversions
A flood of new visitors doesn’t matter if they aren’t booking appointments. Dental clients often get caught up chasing high-traffic keywords or vanity metrics—only to miss what drives actual revenue: patient bookings and long-term relationships.
I once worked with a dentist whose blog post about bone loss was racking up thousands of visits each month. At first, it looked like a win: lots of views, lots of clicks. But the practice wasn’t seeing a corresponding bump in phone calls or booked appointments. Why? Most visitors to that post were spread out across the country and searching for information—not a local dentist.
Of course, there’s value in showcasing expertise and helping Google see your dental client as an authoritative source. But if you rely solely on traffic-driving, informational topics—and don’t integrate local targeting—your client’s bottom line will suffer.
Tips for Tracking & Reporting Dental SEO Results for Agency Clients
Want to monitor success without the guesswork?
Define KPIs: Focus on phone calls, appointment requests, and online booking rates.
Use the Right Tools: Google Analytics, Search Console, and AgencyAnalytics SEO dashboard reveal where your client is winning—and where you can improve. Call tracking tools are key here.
Refine: Set monthly or quarterly reviews to make adjustments. If certain keywords drive the bulk of conversions, optimize more content around them.
A Real-World Snapshot from :Delmain
Source: :Delmain
Case in Point: I recently worked with a growing dental practice in a competitive suburban area that prioritized local SEO as a cornerstone of their marketing strategy.
This practice…
Focused on local SEO (Google Business Profile and reviews).
Updated their site with thorough service pages.
Resolved slow-loading issues on mobile.
Within a year, they achieved #1 keyword rankings, a massive improvement in website conversion rates, and over 400+ 5-star reviews. Most importantly, this practice went from around 12 new patients a month to over 80 a month!
The key wasn’t an unlimited budget—it was a clear focus on proven strategies that aligned with patient behavior and practice goals. This approach turned online traffic into real growth for the practice.
Bringing It All Together
When putting together a dental SEO budget for clients, here’s the bottom line:
Plan a budget tied to realistic growth targets—especially if you’re working with a new practice or one expanding into a new market.
Anchor decisions in patient lifetime value so your clients recognize the true long-term worth of each new patient.
Stay flexible with emerging technologies like AI overviews, but don’t chase trends at the expense of proven fundamentals.
With the right combination of foresight, proven best practices, and a willingness to evolve, your client’s dental SEO budget will become a powerful, predictable engine for practice growth.
Written by
Jan Kaufman
Jan Kaufman is the Director of Account Services at :Delmain, a digital marketing and web design agency for dentists. She specializes in identifying and implementing proactive solutions to the challenges dental practices face, helping them book more patients and grow with confidence.
