Our client is a dental practice based near Manchester, offering general and cosmetic dental treatments including Invisalign, composite bonding, veneers and dental implants. With a growing team and expanding facilities, the practice aimed to increase its visibility across Greater Manchester in order to attract new patients and grow revenue from high-value cosmetic treatments.
The practice 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.
Challenge
The practice 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 the practice 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.
Solution
We 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 to identify and resolve issues affecting performance, including:
- Crawl errors
- URL inconsistencies
- Missing metadata
- Slow loading times
- Weak internal linking
These improvements provided a solid foundation for future growth.
2. Competitor-driven content gap analysis
By analysing top-performing competitors in Manchester, we identified:
- High-value keywords they ranked for
- Content themes they used to dominate treatment searches
- Gaps in the client’s 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 description
- 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 Greater Manchester
- Blogs answering user 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 the practice to compete with (and ultimately outperform) long-established competitors.
Results
The impact of the organic search campaign was substantial and delivered strong commercial outcomes.
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
The practice 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.
Leads Increased by 40%
More visibility and better-quality traffic led directly to a 40% increase in inbound enquiries from Organic Search.