How to Audit Your Dental Website for SEO

Here’s the hard truth:
Even if your dental website looks great, that doesn’t mean it’s performing well.

I’ve seen hundreds of beautiful websites that completely fail to rank, convert, or even get found on Google.

Why? Because they’re missing the technical, on-page, and local SEO foundations Google actually cares about.

That’s where an SEO audit comes in.

An audit is like a comprehensive dental exam — it finds cavities, misalignments, and hidden problems before they become costly issues.

Let’s walk through exactly how to perform an SEO audit for your dental website and what to look for on every layer.

Key Takeaways

• SEO audits identify what’s blocking your website from ranking higher.
• Check technical issues, on-page optimization, local visibility, and backlinks.
• Use free tools like Google Analytics, Search Console, and PageSpeed Insights.
• A healthy dental website = faster load times, clear keywords, and strong local signals.
• Review your website quarterly for best results.

Why Dental Websites Need SEO Audits

Google’s algorithm changes hundreds of times per year. Your website needs regular maintenance to stay visible and competitive.

An SEO audit reveals:

• Broken or slow-loading pages
• Missing metadata or schema
• Weak local SEO signals
• Poor keyword targeting or duplicate content

Without routine audits, you’ll lose rankings — and potential patients — to competitors who optimize continuously.

Step 1. Run a Technical SEO Checkup

Start with the “plumbing” of your site — the technical side that affects crawlability and speed.

Check for:

• HTTPS security (SSL certificate installed)
• Mobile responsiveness
• Site speed (under 3 seconds)
• Proper XML sitemap submitted
• No broken internal or external links
• Proper redirects after site redesigns

Tools to Use:

• Google Search Console
• PageSpeed Insights
• Screaming Frog SEO Spider

If your technical errors are slowing rankings, fix them using the checklist in Technical SEO Checklist for Dentists.

Step 2. Evaluate On-Page SEO

This is where Google reads and interprets your content to understand what you offer.

Review Each Page For:

• Target keyword (and city name) in the title, H1, and URL
• Optimized meta description
• Keyword variations throughout the copy
• Internal links to related pages
• Original, valuable content (not vendor copy/paste)

Example: Instead of “We offer dental implants,” try: “Our Gilbert dental implants help restore your confidence with a natural, long-lasting smile.”

Once your audit identifies content issues, clean them up with On-Page SEO Basics for Dental Practices.

Step 3. Test Local SEO Visibility

Since most patients search locally (“dentist near me”), your Google Business Profile (GBP) plays a huge role in rankings.

Audit Checklist:

• GBP is verified and active
• NAP (Name, Address, Phone) consistent across all listings
• Category: “Dentist” or “Pediatric Dentist”
• At least 50 reviews with responses
• Location and service pages linked in profile

Use BrightLocal or Whitespark to compare your listings and track Map Pack rankings.

Step 4. Analyze Keywords and Rankings

You can’t improve what you don’t measure. Use Ubersuggest, Ahrefs, or Search Console to see:

• Which keywords you rank for
• Which ones are on page 2 (close to breakthroughs)
• Which service pages need optimization

BFF Pro tip: Prioritize keywords with both high intent (“Invisalign Gilbert”) and local relevance (“cosmetic dentist Queen Creek”).

Step 5. Review Backlinks and Domain Authority

Backlinks are still one of Google’s strongest ranking signals.

Check:

• Quantity (total number of referring domains)
• Quality (are they relevant and reputable?)
• Toxic links (spammy or irrelevant sites)

If your competitor has backlinks from dental directories, community events, or health blogs — and you don’t — that’s your next action step.

Tools: Ahrefs, Ubersuggest, Moz Link Explorer.

If your audit shows low domain authority, here’s how to earn better links: Off-Page SEO: How to Build Backlinks for Your Dental Website.

Step 6. Review Analytics Data

Once technical and content issues are fixed, use Google Analytics and Search Console to track improvements.

Look at:

• Organic traffic trends (up or down)
• Conversion events (bookings, calls, forms)
• Top-performing pages by location and service

If organic visits rise and calls increase — your audit worked.

Step 7. Evaluate User Experience (UX)

SEO isn’t just keywords — it’s experience.

Ask yourself:

• Does your site look modern and mobile-friendly?
• Is navigation intuitive?
• Are CTAs visible on every page?

Example: Add a sticky “Book Appointment” button that appears as users scroll.

Simple tweaks like that can increase conversion rates by up to 30%.

Step 8. Check for Schema Markup

Structured data helps Google understand your services, reviews, and locations.

Make sure your site includes:

• LocalBusiness schema (for your practice info)
• Service schema (for procedures)
• FAQ schema (for content)

You can test schema validity using Google’s Rich Results Test.

Step 9. Create an Action Plan

Once you’ve identified all issues, prioritize:

1. Fix broken links and technical errors.
2. Optimize low-performing pages.
3. Update service copy with localized keywords.
4. Request backlinks and add schema.

SEO audits are valuable, but implementation is where the growth happens.

Common Mistakes Dentists Make During SEO Audits

❌ Using only automated tools without manual review.
❌ Ignoring mobile performance metrics.
❌ Failing to update meta titles or descriptions.
❌ Not tracking conversions alongside traffic.
❌ Running one audit and never following up.

Consistency compounds — make quarterly audits part of your marketing system.

FAQs

Conclusion: A Healthy Website = A Thriving Practice

Just like regular dental checkups keep smiles healthy, consistent SEO audits keep your website performing at its best. By reviewing technical foundations, optimizing content, and strengthening local visibility, you ensure Google — and new patients — can easily find and trust your practice.

The key isn’t just identifying problems — it’s fixing them and tracking results over time. Every audit compounds your visibility, credibility, and patient growth.

Ready to uncover exactly what’s holding your site back (and how to fix it fast)? Book a Free Dental SEO Strategy Call →