A step-by-step framework you can implement this quarter

This checklist is designed for orthodontists and practice managers who want to run SEO in-house with clear, ranked priorities—or brief an external agency with confidence. We've ordered tasks by impact: setup first, then visibility, then conversion.

If your practice is brand new online or has never invested in SEO, start at the top. If you already have a website, skip the foundational steps and jump to "Local Presence & Citations."

Fair warning: This is a tactical, do-it-yourself guide. If you're not ready to commit 4–6 months of consistent effort (or hire someone who will), bookmark this for later. SEO doesn't work overnight, but the firms that stick with it move from "invisible online" to "showing up when patients search for orthodontists" within that timeframe.

Before you chase keywords or build content, your website needs to be findable and clear to both Google and patients.

Tasks:

• Claim and verify your Google Business Profile. Search "Google Business Profile" (not Google My Business—that's outdated). Verify ownership via postcard. Add complete information: practice name, phone, address (NAP must match everywhere else), hours, website URL, photos, and service categories (Orthodontist is required; add "Dentist" if you offer preventive care).
• Create a schema markup strategy. Use LocalBusiness schema at minimum (name, address, phone, hours). If you offer specific services (invisible braces, clear aligners, adult braces), add Service schema. Test your markup in Google's Rich Results Test.
• Audit and fix on-page basics: Page titles (50–60 characters, include city name and "Orthodontist" or "Braces"), meta descriptions (120–155 characters, include a service hint), H1 tags (one per page, matching title intent). Many orthodontist sites have generic or missing title tags—this alone will move some pages into search visibility.
• Check mobile usability. Run your site through Google's Mobile-Friendly Test. If it fails, fix it before moving forward. Google ranks mobile-first.
• Set up Google Analytics 4 and Google Search Console. You need to see where traffic is coming from and which queries land on your site.

Google uses citations (mentions of your practice name, address, phone) to verify you're real and local. Consistency across directories is critical—Google notices mismatches and penalizes.

Tasks:

• Claim or create profiles in dental-specific directories. Healthgrades, Zocdoc, Dental.com, and your state dental board website. These carry more weight for orthodontic SEO than general review sites. Ensure NAP is identical to your Google Business Profile and website.
• Add your practice to general directories if not already listed. Yelp (claim your business page, not paid ads), Apple Maps, Facebook Business Page. Keep NAP consistent across all.
• Create service area pages (if multi-area coverage). If you serve multiple towns or neighborhoods, create dedicated pages: "Orthodontist in [City]" with local keywords, local photos, and practice-specific details. This signals service-area authority.
• Audit existing citations for consistency. Search your practice name + phone number. If you find old or incorrect listings, update them or request removal. Conflicting information confuses Google and damages rankings.
• Get your practice on your state dental board website. Most states list licensed practices publicly. Verify your listing is correct and linked from your website.

This is educational content, not legal or accounting advice. Verify NAP consistency requirements with your state dental board.

Content answers patient questions. Google ranks pages that answer questions better than competitors. For orthodontists, this means blog posts, service pages, and FAQ sections that address real search intent.

High-impact content for orthodontic practices:

• "How long does it take to straighten teeth?" (FAQ or blog post)
• "Invisible braces vs. traditional braces: cost and timeline" (comparison)
• "Adult braces: what you need to know" (service page or blog)
• "Clear aligner cost at [practice name]" (transparent pricing reduces phone tag)
• "What is an orthodontist?" (definition—higher search volume than you'd think)
• Service area pages: "Orthodontist in [City]" with local keywords and photos
• Insurance and financing FAQ (addresses conversion objections)

Content rules for healthcare (YMYL): Write for patients, not search engines. Answer questions directly. If you claim a treatment is "best" or "most effective," you're liable—frame as "many patients prefer" or "clinical evidence suggests." Never make health claims beyond your licensure. Include disclaimers: "This is educational content, not medical advice. Consult your orthodontist for diagnosis and treatment."

Publishing pace: Start with 8–10 core pages, then add 1–2 blog posts per month. Consistency beats volume.

Reviews are conversion fuel: they build trust and influence local rankings. But don't ask for reviews until you have traffic. You need patients visiting your site first.

Tasks:

• Set up a review generation system. After each successful treatment completion (or at the 3-month brace adjustment), send patients a gentle email with links to Healthgrades, Google, and Zocdoc. Keep it simple: "We'd love your feedback." Don't incentivize reviews—FTC rules prohibit paying for reviews or offering discounts tied to positive feedback. You can offer "thank you" gifts (small items, not discounts) unrelated to the review.
• Respond to every review, positive and negative. Positive responses thank patients and add keywords. Negative responses show professionalism: acknowledge concern, offer resolution offline, keep it brief. This signals to Google that you care about patient experience.
• Monitor reviews across platforms. Use Google Alerts or a review aggregator to catch new reviews. Respond within 1–2 days.
• Add a testimonials page to your website (HIPAA/FTC compliant). Include patient photos only with written permission. Include full names (no "Anonymous")—this signals credibility. Store permission forms with your records. This is educational content on compliance. Verify current FTC Endorsement Guides and HIPAA rules with your legal counsel.

Not all tasks have the same impact. Here's the ranked order by speed of implementation and ROI:

Do First (Weeks 1–4, highest impact):

• Google Business Profile optimization and verification
• NAP consistency audit across your website and directories
• Fix title tags and meta descriptions on key pages
• Claim profiles in Healthgrades and Zocdoc
• Set up Google Search Console and Analytics 4

Do Second (Weeks 5–8, medium-high impact):

• Create service area pages if you cover multiple locations
• Write 5–8 core content pieces answering patient questions
• Add schema markup to your website
• Mobile usability audit and fixes

Do Third (Weeks 9+, high impact but takes time):

• Monthly blog publishing (1–2 posts per month)
• Review generation system launch
• Build backlinks (mention in local articles, dental associations, patient education partnerships)
• Content expansion based on search performance data

Why this order: The first phase makes you findable. The second phase makes you credible. The third phase builds authority over time. Firms that skip to content without fixing their Google Business Profile waste months. Firms that chase reviews before getting traffic get nothing.

Below is a printable, task-based checklist you can use to track progress. Check off items weekly and share with your team.

Phase 1: Technical Foundation

• ☐ Claim Google Business Profile (search "Google Business Profile")
• ☐ Verify ownership (postcard method or other)
• ☐ Add complete info: name, phone, address, hours, categories, photos
• ☐ Audit website title tags (include city + "Orthodontist")
• ☐ Audit meta descriptions (120–155 characters)
• ☐ Check H1 tags (one per page, descriptive)
• ☐ Test mobile usability (Google Mobile-Friendly Test)
• ☐ Set up Google Analytics 4
• ☐ Set up Google Search Console and verify

Phase 2: Local Presence & Citations

• ☐ Claim Healthgrades profile, verify NAP
• ☐ Claim Zocdoc profile, verify NAP
• ☐ Claim Dental.com profile, verify NAP
• ☐ Verify state dental board listing
• ☐ Audit all citations for NAP consistency
• ☐ Create service area pages (if multi-location)
• ☐ Claim or optimize Facebook Business Page

Phase 3: Content & Conversion

• ☐ Plan 8–10 core content topics based on patient questions
• ☐ Write "How long does it take?" page
• ☐ Write "Clear aligners vs. braces" comparison
• ☐ Write "Adult braces" service page
• ☐ Write pricing/cost transparency page
• ☐ Add FAQ section to website
• ☐ Add testimonials page with photos (permission forms retained)
• ☐ Schedule monthly blog publishing (first Tuesday of month)

Phase 4: Reviews & Authority

• ☐ Build review request email template
• ☐ Set up review response workflow
• ☐ Monitor reviews weekly (set Google Alerts)
• ☐ Respond to all reviews within 48 hours
• ☐ Plan backlink strategy (local partnerships, associations)