Most orthodontists rely on referrals and word of mouth, but the truth is many patients today search for braces, Invisalign, or orthodontic care online. If your practice is not showing up in local search results, you’re missing out on a steady stream of new patients. The good news is local SEO gives you a way to fix that.
In this guide, we’ll walk through practical steps you can take to improve your rankings, appear in Google Maps, and make it easy for patients in your area to choose your practice.
Why Local SEO Matters for Orthodontists
When someone searches for “orthodontist near me” or “Invisalign in [city name],” Google shows them a map pack with three local results. If your practice is not there, chances are high that potential patients will book with a competitor instead.
Local SEO helps you:
- Appear in Google Maps when people search for orthodontic services.
- Build trust with strong online reviews.
- Drive more website visits, phone calls, and appointment bookings.
- Compete fairly with larger practices that spend heavily on ads.
Step 1: Optimize Your Google Business Profile
Your Google Business Profile (GBP) is the foundation of local SEO. It is what patients see first when they search.
- Claim and verify your profile at Google Business Profile.
- Fill out every section: name, address, phone number, website, services, and business hours.
- Add photos of your office, staff, and patients (with permission).
- Post updates about promotions, events, or seasonal offers.
This profile increases your chance of showing up in the local map pack.
Step 2: Use Location-Based Keywords on Your Website
Your website must clearly tell Google and patients where you are and what you offer.
- Add your city and neighborhood in page titles, headings, and body text.
- Create dedicated pages for each service (braces, Invisalign, retainers).
- Include local terms naturally, such as “orthodontist in [city]” or “Invisalign treatment near [city].”
- Write FAQs that mention both your services and location.
These small adjustments send strong local signals to search engines.
Step 3: Build Local Citations
Citations are mentions of your practice across the web. They confirm your business details for Google.
- Submit your practice to dental directories, chamber of commerce listings, and healthcare directories.
- Make sure your name, address, and phone number (NAP) are consistent everywhere.
- Focus first on well-known directories like Healthgrades, Zocdoc, Yelp, and local business directories in your city.
Step 4: Encourage Patient Reviews
Positive reviews build trust and improve your rankings.
- Ask satisfied patients to leave a review on your Google profile.
- Provide simple instructions or a direct link to make it easy.
- Respond to all reviews, both positive and negative, in a professional tone.
Reviews not only help SEO but also reassure new patients who are comparing orthodontists.
Step 5: Create Local Content
Local SEO works best when your content shows relevance to your area.
- Write blog posts about “Braces for Teens in [City]” or “What to Expect at Your First Orthodontic Visit in [City].”
- Highlight community involvement, such as sponsoring local events or school activities.
- Share patient success stories (with permission) that mention your location.
This makes your practice feel connected to the community while boosting visibility.
Bonus: Track Your Results
SEO is not a one-time task. Use free tools like Google Analytics and Google Search Console to measure:
- Which keywords bring patients to your site.
- How many people click to call or book appointments.
- Your ranking improvements over time.
FAQ: Local SEO for Orthodontists
How long does it take to see results with local SEO?
Most practices see improvements within 3–6 months, but strong results come with consistent effort.
Do I need a blog for local SEO?
A blog is not required but helps a lot. Writing location-based content improves your chances of showing up for local searches.
Can I do local SEO myself or should I hire someone?
You can handle basics like your Google profile, reviews, and citations. For more advanced strategies, consider working with a dental marketing agency.
Are paid ads better than local SEO?
Paid ads can bring quick traffic, but local SEO builds long-term visibility and trust at a lower cost. Many orthodontists benefit from using both.