Calibrate Marketing

Case study ยท Illustrative example

How a 14-Location Dental Group Improved Local Pack Visibility and Appointment Bookings

Six months of Google Business Profile optimization and citation cleanup across every location.

Illustrative example — anonymized, for demonstration purposes; not a specific completed engagement.

  • Client: Regional dental group, 14 locations, Midwest United States
  • Engagement: 6-month local SEO engagement
+45%organic sessions, month 1 to month 12
14locations standardized and optimized
+46%organic conversions (appointment requests), month 1 to month 12

Situation & Complication

The client’s locations were inconsistently represented online — Google Business Profiles varied wildly in completeness from one location to the next, and business name/address/phone details didn’t match across directories, which is one of the more damaging local-SEO problems to leave unaddressed since it directly undermines the map-pack ranking signals Google uses for multi-location businesses. Several locations had no dedicated landing page at all, so all fourteen offices were effectively competing for visibility through a single generic contact page. Patients searching for care in any specific market had no reliable way to find the right location, and the practice had no consistent way to generate or manage reviews across locations.

What I Did

Results

Combined organic sessions across all 14 locations — a steady, unbroken climb from the first month of cleanup.
7,5009,20010,90012,500baseline 8,2008,20011,873Month 1: 8,200 organic sessionsMonth 2: 8,203 organic sessionsMonth 3: 8,400 organic sessionsMonth 4: 8,663 organic sessionsMonth 5: 8,878 organic sessionsMonth 6: 9,205 organic sessionsMonth 7: 9,426 organic sessionsMonth 8: 9,627 organic sessionsMonth 9: 10,201 organic sessionsMonth 10: 10,844 organic sessionsMonth 11: 10,958 organic sessionsMonth 12: 11,873 organic sessionsMonth 1Month 12
View monthly data
MonthOrganic sessions
Month 18,200
Month 28,203
Month 38,400
Month 48,663
Month 58,878
Month 69,205
Month 79,426
Month 89,627
Month 910,201
Month 1010,844
Month 1110,958
Month 1211,873

Where the rankings moved

Every location-relevant search moved up — three landed on page one once profiles and citations were standardized.
Page 1Page 2Page 3+dentist near me: started at position 21dentist near me: ended at position 142114 dentist near meemergency dental care: started at position 28emergency dental care: ended at position 142814 emergency dental careteeth whitening: started at position 23teeth whitening: ended at position 8238 teeth whiteningfamily dentist: started at position 30family dentist: ended at position 4304 family dentistdental implants: started at position 25dental implants: ended at position 8258 dental implantsSTARTEND
View keyword data
Keyword themeStart positionEnd position
dentist near me2114
emergency dental care2814
teeth whitening238
family dentist304
dental implants258
Noisier than the sessions climb — appointment requests peaked in month 10 before easing slightly into month 12.
110140180210baseline 127127191 — high point186Month 1: 127 appointment requestsMonth 2: 142 appointment requestsMonth 3: 143 appointment requestsMonth 4: 157 appointment requestsMonth 5: 140 appointment requestsMonth 6: 171 appointment requestsMonth 7: 147 appointment requestsMonth 8: 153 appointment requestsMonth 9: 176 appointment requestsMonth 10: 191 appointment requestsMonth 11: 176 appointment requestsMonth 12: 186 appointment requestsMonth 1Month 12
View monthly data
MonthAppointment requests
Month 1127
Month 2142
Month 3143
Month 4157
Month 5140
Month 6171
Month 7147
Month 8153
Month 9176
Month 10191
Month 11176
Month 12186

“Patients kept telling us they found us on Google Maps — that never used to happen.”

Regional Marketing Director (title only, name withheld)

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