Case Study
Overtaken Their Main Direct Competitors Within 2 Years
“Excellent agency and has done wonders for my search results. Craig knows everything about SEO and would recommend them.”
– Stephen Dodd, Founder of Ringway Dental
Ringway Dental is a dental practice with sites in Cheadle and Altrincham, offering general and cosmetic dental treatments including Invisalign, composite bonding, veneers and dental implants. The Cheadle practice is the established site, with Altrincham opening more recently as the team and facilities have grown. Across both locations, Ringway Dental wanted to increase visibility throughout Greater Manchester in order to attract new patients and grow revenue from high-value cosmetic treatments.
Ringway Dental was struggling to secure visibility for competitive, treatment-focused keywords. In a region where dental search demand is extremely high, and competition is fierce, they needed a strategy that could help them compete against established practices that had invested in SEO for many years.
The Challenge
Ringway Dental faced several core challenges impacting visibility and lead generation:
- Low rankings for high-intent cosmetic dentistry keywords, particularly location-based terms such as “Invisalign Manchester”, “Composite Bonding Manchester”, and “Teeth Whitening Manchester”
- Strong competition from well-established dental practices in the area, many with significantly higher domain authority
- A lack of optimised landing pages targeting specific dental treatments and local areas
- Underperforming website structure and technical issues that limited crawlability and ranking potential
- Minimal organic lead flow, resulting in reliance on referrals and paid advertising
For Ringway Dental to grow, organic search needed to become a reliable, scalable acquisition channel, one that could consistently generate enquiries at a far lower cost than paid campaigns.
The Solution
Epic New Media implemented a comprehensive SEO strategy focused on improving technical performance, strengthening content, and establishing authority in the competitive cosmetic dentistry market.
1. Technical Audit & SEO Fixes
We conducted a full technical audit of the Ringway Dental website to identify and resolve issues affecting performance, including:
- Crawl errors
- URL inconsistencies
- Unoptimised h1 tags, title tags and meta descriptions
- Thin content
- Weak internal linking
These improvements provided a solid foundation for future growth.
2. Competitor-driven Content Gap Analysis
By analysing top-performing dental practices in Manchester, we identified:
- High-value keywords they ranked for
- Content themes they used to dominate treatment searches
- Gaps in the Ringway Dental website that limited relevance
This allowed us to create a content strategy that directly targeted areas of opportunity.
3. On-page Optimisation of Priority Landing Pages
We enhanced existing pages by:
- Improving H1, title tags and meta descriptions
- Strengthening treatment descriptions
- Adding FAQs and structured content
- Increasing internal links to key service pages
This increased relevance for target treatment keywords.
4. Creation of New Landing Pages & Blogs
To capture more search visibility, we created:
- Dedicated treatment pages for high-demand services
- Location-based landing pages targeting towns in Greater Manchester
- Blogs answering patient questions and supporting long-tail search queries
This greatly expanded the site’s footprint across local cosmetic dentistry searches.
5. Ongoing Authority Building
We worked continuously to:
- Improve domain authority
- Acquire relevant, high-quality backlinks
- Strengthen trust and relevance through content and technical improvements
This allowed Ringway Dental to compete with, and ultimately outperform, long-established competitors.
Results
The impact of the organic search campaign was substantial and delivered strong commercial outcomes for Ringway Dental.
Organic traffic increased by over 100%
Traffic from organic search doubled within the first year, transforming the website into a major acquisition channel.
Top 3 rankings for high-intent keywords
Ringway Dental achieved top 3 visibility for some of the most competitive cosmetic dentistry keywords in Manchester, including:
- “Composite Bonding Manchester”
- “Invisalign Manchester”
- “Teeth Whitening Manchester”
These keywords consistently generate high-value enquiries.
Enquiries increased by 40%
More visibility and better-quality traffic led directly to a 40% increase in enquiries from organic search.