A patient’s first impression of your practice usually happens online—through a Google search or a referral—making your website and reviews their first real encounter with your office. Before a prospective patient picks up the phone or walks through your door, they’ve already conducted research online. They’ve Googled “dentist near me,” read reviews, scanned your website, and compared you to other providers nearby.

That means your digital reputation that patients see through reviews and your visibility in search engine results needs to be a priority in your marketing strategy. Dental practices that want to stay competitive—and have fuller schedules—are rethinking their marketing budgets and shifting toward long-term strategies like search engine optimization (SEO) and online review management.

These aren’t just trendy tactics; they’re becoming foundational pillars for practices to stand out against their competitors and consistently grow even in unstable economic times. Let’s explore why.

Why SEO Is a Marketing Powerhouse for Dental Practices

Search engine optimization, or SEO, has evolved from a nice-to-have strategy to a must-have strategy for any dental practice serious about attracting new patients. In fact, SEO has gone from being the fourth most important digital marketing strategy in 2022 to the number one priority for practices in 2025 (according to results from the 2025 State of Marketing Report). So, what caused this dramatic shift?

The numbers tell a compelling story. According to recent industry insights, 81% of dental practices maintained or increased their SEO budgets over the past year. Why? Because SEO consistently delivers results. ProSites clients, for example, see an average return on investment (ROI) of 300 percent—meaning for every $100 spent on SEO services, they’re generating $300 in appointment revenue.

But SEO isn’t just about ROI—it’s about long-term visibility. Unlike paid advertising, which stops generating leads when the budget runs out, SEO builds a foundation for lasting traffic. It ensures your website ranks prominently in search engine results when potential patients are actively looking for services you offer, like “teeth whitening near me” or “pediatric dentist in [Your Town].”

And in today’s landscape, where Google processes approximately 6.3 million searches every minute (source), your visibility in search results is more important than ever. If your practice isn’t showing up in those search results, someone else’s is, and they’re getting the appointment.

The Local Advantage: Why Local SEO Drives Bookings

While traditional SEO ensures your practice ranks for relevant searches, local SEO takes things a step further by targeting people in your geographic area. It’s the difference between being buried on page two of Google and showing up in the map section (called the “Map Pack”) which highlights your Google Business profile and location, making it much easier for local patients to find you.

Local SEO focuses on optimizing your online presence for searchers in your immediate vicinity—your ideal patients. That means keeping your Google Business Profile (formerly Google My Business) updated with accurate information, current photos, business hours, and regularly published posts. It also includes building local citations in directories and embedding location-based keywords throughout your website content.

The value here is enormous. Approximately 89.7% of people begin their search online before selecting a new dentist, primarily using Google (source), and most of them won’t look past the first few results. That’s why appearing in the Map Pack, especially on mobile devices, can be the difference between a patient choosing your office or your competitor’s.

Even voice search plays a growing role in local SEO. With more patients asking Siri, Alexa, or Google Assistant to “find a dentist near me,” optimizing your content for natural language and commonly asked questions is quickly becoming a best practice.

Online Reviews Are the New Word-of-Mouth

For decades, word-of-mouth referrals were the driving force behind how dental practices grew and gained loyal patients. Today, that same dynamic plays out online—through reviews on platforms like Google, Yelp, and Facebook. Potential patients, whether they are searching or a referral, are looking at your reviews online—but so is Google.

In 2025, online review management is no longer optional—it’s expected. A staggering 96% of dental practices are now actively collecting and managing patient reviews. And with good reason: 88% of consumers say they’re more likely to choose a business that responds to reviews (source).

Ignoring your reviews—whether good, bad, or indifferent—is like ignoring a patient standing in your waiting room. People notice. Patients want to feel heard, and responding to reviews demonstrates professionalism, empathy, and accountability. Whether it’s a glowing 5-star review or a piece of constructive criticism, your engagement reflects your practice’s values.

In the dental industry, where trust and comfort are key, your online reputation directly impacts patient acquisition and retention. A collection of high-quality, timely, and well-responded-to reviews builds credibility with potential patients and reinforces trust with existing ones.

But it’s not just about the quantity of reviews—it’s also about consistency and responsiveness. Actively managing your reviews helps practices stand out in competitive markets, improve local SEO performance, and create a feedback loop that helps refine patient experience and service quality.

Why Practices Are Shifting Marketing Budgets Toward Long-Term Strategies

It’s not hard to see why dental practices are rethinking their marketing budgets. With rising costs and increased competition, practices need strategies that do more than offer short-term spikes—they need marketing that works now and builds for the future.

Paid advertising, while useful for certain campaigns, only provides results while the money is flowing. Once the budget is exhausted, so are the leads. A marketing strategy consisting of paid advertising alone is a risky model for any business, especially one built on consistency and repeat patients.

In contrast, SEO and review management are long-term assets. They don’t just generate clicks—they generate trust. They ensure that when a potential patient searches online, your practice appears credible, visible, and ready to serve.

This pivot is strategic. Practices are realizing that the future of marketing lies not in temporary campaigns alone, but in building digital infrastructure that balances the benefits of both short- and long-term strategies. The practices that win online are the ones that stay visible and trustworthy over time.

Simplifying Success with the Right Tools

Of course, knowing the importance of SEO and review management is one thing—executing it is another. For most dental teams, time and resources are already stretched thin. Managing SEO strategy, monitoring reviews, responding to patient feedback, and keeping up with algorithm updates can quickly become overwhelming.

That’s where having the right tools and support makes all the difference.

At ProSites, we specialize in making digital marketing simple and effective for dental practices. Our SEO services are designed to deliver measurable ROI while eliminating guesswork. From content optimization to keyword targeting and technical audits, we ensure your site is performing at its best.

Meanwhile, ProSites Reviews takes the hassle out of reputation management. Our platform automates review collection, monitors patient feedback, and centralizes the process of responding to reviews across multiple platforms. It’s an efficient way to protect and enhance your online reputation without creating extra work for your front office.

We provide insights, tools, and support so you can focus on what matters most—patient care.

Your Next Patient Is Searching Right Now

Every day, patients are searching for a dental provider. They’re looking for someone they can trust, someone who shows up in search results, has strong reviews, and takes the time to engage.

If your practice isn’t actively investing in SEO and review management, you’re not just falling behind—you’re handing new patient opportunities to competitors who are.

Now is the time to invest in strategies that build long-term growth, credibility, and trust. SEO and online review management aren’t trends—they’re the future of dental marketing.

To schedule a free SEO analysis or learn more about the Maine Dental Association’s Preferred Business Partner ProSites, visit prosites.com/MaineDental.

Ashli Klingaman, Content Marketing Manager

Ashli Klingaman is a versatile professional with a background in sales, training management, human resources, and marketing within the retail and SaaS industries. Her passion for developing people, optimizing organizational performance, expertise in effective training and HR practices, and fostering positive workplace culture, empowers teams to excel. Known for her adaptability and strategic mindset, Ashli Klingaman continues to make meaningful thought leadership contributions at ProSites.