David Nelkin shares why everything you know is changing in the world of dental SEO – and how you can stay ahead of the game.
Remember when SEO (search engine optimisation) was all about getting to the top of Google? Those days are gone. We’re witnessing the biggest revolution in search since Google itself launched – with 60% of searches now ending without a single click to any website.
Zero-click searches, AI-generated answers, and visual content have transformed how patients find dental practices. If you haven’t fundamentally changed your SEO strategy in the last 12 months, or are not in the process of doing so, you’re already falling behind.
The old playbook of ‘ranking number one’ isn’t just outdated – it could actually be harming how prospective patients find you. Let’s have a look at why this should be top of your priority list and how to make sure your practice stays ahead in this new search landscape.
Why your current SEO approach may be holding you back
Let’s start with one of the most common questions I get asked when I’m chatting with practice owners: ‘How can we get to number one on Google?’
I get it – we all want to be at the top. It’s a natural inclination for a business owner. But this focus on rankings as the primary goal is what I call a ‘vanity metric’ – it might feel good when you see yourself at the top, but it doesn’t necessarily drive practice growth. Here’s why:
Zero-click searches are the new norm
Users now get their answers directly on Google’s search page and move on without clicking on any websites. Historically, people would click links to find what they were looking for. With this being the case, and likely to increase further, SEO is about how and when you appear for relevant searches on the SERP (search engine results page).
Google’s search results pages are hyper-personalised and localised
Two people searching for ‘dentist near me’ on a different corner of the same street could see completely different results.
Being ‘number one’ is meaningless without context
Are we talking about the paid ads, the map pack, the organic listings, or inclusion in the new AI-generated Gemini results at the top? Each section serves different user intents, and they all count as ‘number one’ in their own way.
All of this means that measuring SEO performance by which terms you are ‘number one’ for doesn’t hold much weight anymore. So how do you do it? With people starting to find out what they need about you directly on the SERP – and at times Google even removing links for people to call you or visit your website – you need to be looking at SEO as part of a cross–channel marketing strategy to drive information and reputation about your practice.
The six major SEO changes transforming dental marketing
These are the six most significant changes reshaping dental SEO today:
1. Engagement metrics are now king
Google’s algorithm now heavily weights how users interact with your presence on their search results page. Are users clicking your listings? Are they engaging with your Google Business Profile by requesting directions, clicking to call, or messaging you? These signals tell Google that your practice is relevant and should be shown to more searchers.
Last year, there was a big leak of Google’s documentation that confirmed the importance of engagement in search visibility, making it as, if not more important, than traditional SEO factors like keywords and backlinks. This is a massive shift in how you should approach SEO.
2. AI is revolutionising search behaviour
Google’s Gemini and other platforms like ChatGPT are fundamentally changing how people search. Instead of typing keyword queries, users are asking conversational questions and having chats, often without ever clicking through to a website.
From what we’re seeing, these AI search tools tend to favour businesses with:
- Fresh, regularly updated content (not just on your website but across social media and review sites too)
- Q&A style content
- A strong online presence across multiple platforms
- Reviews not just on Google, but a diverse mix such as Meta and TrustPilot
- Mentions in ‘best of’ and similar guides or listings of local businesses.
3. Zero-click searches are the new normal
In 2024, nearly 60% of Google searches ended without a single click to any website and we’re expecting that to rise significantly in 2025.
For your dental practice, this means you want to be considering your Google Business Profile as your new homepage. The information there – your photos, services, products, posts, Q&As and reviews, is often the only content potential patients will see before deciding whether to contact you or not.
4. Hyper-localisation is now a thing
Each year, Google typically makes two or three big algorithm updates, which has a major impact on the visibility of some businesses in the SERPs. In February 2025, they made a ‘diversity’ update – this penalised businesses that dominated both local (map listings) and organic search results, creating opportunities for a wider range of local businesses to be seen.
This means that you may have seen – or will see – a drop in some of your rankings if this is something you are tracking, and emphasises the importance of a renewed and cross-platform approach to your dental practice marketing.
5. Visual search is likely to become increasingly prominent
In 2016, visual content took up just 2% of mobile search results, and by 2024, that had jumped to 30%. From what we are seeing in large data sets, we expect this to continue to grow significantly.
The human brain processes images 60,000 times faster than text, so this is a great opportunity to showcase who you are and why patients should choose you. Google is now using AI to analyse the content of your images and videos, using them to determine relevance for specific searches and even matching keywords patients have left in your reviews, to your images, automatically.
6. Social media and SEO work hand in hand
Google is increasingly pulling content directly from social media platforms into search results. Short videos from TikTok, Instagram Reels, and YouTube Shorts are prominently featured in the ‘short videos’ section, which now appears ahead of traditional video results on the Google SERP; you may have seen the ‘video shorts’ tab appearing for you recently.
This integration means your social media presence directly impacts your search visibility – and it also looks like Google is considering recent posts you make on these channels as updated content, which it factors into its algorithm.
What your dental practice should do now
This new SEO landscape requires a fundamentally different outlook to how you approach your SEO strategy. Here are some takeaways to get you started:
1. Optimise your Google Business Profile
- Make weekly posts with real photos of your practice, team, and (with permission) patients. Showcase awards, services and offers
- Respond to all reviews within 24 hours
- Upload new photos regularly (Google’s AI can identify dental equipment, treatment rooms, etc)
- Fully populate all services, attributes, and Q&A sections
- Enable messaging options, including WhatsApp and SMS
- Verify your exact pin location (this is crucial – competitors can suggest changes that dramatically impact your visibility).
2. Create and share short video content consistently
Short-form video is non-negotiable in 2025. Even simple 30-second videos addressing common patient questions can dramatically improve your visibility. Consider creating:
- Brief treatment explainers
- Patient testimonials
- Practice tours
- Provider introductions
- FAQ responses.
Post these across all platforms (YouTube Shorts, Instagram Reels, TikTok) and ensure your social accounts are linked to your Google Business Profile. It doesn’t need to be perfectly polished – authentic content performs better.
3. Diversify your review strategy
While Google reviews remain the most important, platforms like Yelp, Facebook, and industry-specific sites are increasingly influencing your search visibility, especially in AI-generated results.
Implement a system to encourage reviews across multiple platforms, and always respond promptly. The content of these reviews (especially treatment-specific keywords) significantly impacts your visibility for those search terms.
4. Adapt your website content for AI search
Conversational, question-based content is essential for ranking in today’s AI-driven search environment:
- Structure content around natural questions patients actually ask
- Use conversational, easy-to-understand language
- Include comprehensive FAQ sections on every treatment page
- Regularly update content to show freshness signals
- Ensure strong internal linking between related content.
5. Build local connections and citations
Local links now matter more for map rankings than traditional organic results. Focus on:
- Getting listed in ‘best of’ local guides
- Building relationships with complementary local businesses for cross-promotion
- Ensuring your practice is listed in local business directories
- Participating in community events to generate local mentions.
The future is already here
These changes aren’t coming – they’re already here, and they’re moving rapidly. The practices that adapt quickly will gain significant market share, while those clinging to outdated SEO tactics will find themselves increasingly invisible to potential patients.
At Xcelerator Dental, our mission is to redefine success in dental practice growth, and create a future where dental practices and marketing partners work together in true alignment, for sustainable success. We’re committed to staying ahead of these changes, implementing these strategies for our clients, and measuring what truly matters: new patient enquiries, treatment starts, and revenue growth.
The days of focusing solely on keywords and rankings are over. Today’s dental SEO is about creating a robust, engaging presence across multiple platforms, with particular emphasis on visual content, conversational information, and patient interaction.
The practices that embrace this new reality won’t just survive the change but are the ones who will be most likely to thrive. Will yours be one of them?
For more information visit www.xceleratordental.com/knowledge/dental-seo-zero-click-strategy.
Xcelerator Dental, a specialist dental marketing agency that helps practices grow through digital marketing focused on new patient conversion. The agency has won multiple industry awards including every Website of the Year award at all three major dental awards in 2024, as well as the CSR award in 2023 and 2024 for sustainability initiatives.
