Meet Lumina Dental
Lumina Dental is a dental practice in Sydney. Two channels bring it new patients and we manage both: organic search and Google Ads. Each has the same aim, a person hunting for a dentist nearby who ends up calling or booking.
The challenge
Two things needed fixing. Too few local searchers ever saw the site, and the ad reports lumped real booking actions in with every other click.
Found by too few people
When someone in Sydney looked into a treatment, Lumina rarely appeared. More of its pages had to earn a place in the results, across more topics, before new patients could find it at all.
Counting visits, not just appearances
Showing up in the results is worth little if nobody clicks. We agreed to judge SEO by the clicks it produced, with impressions as the supporting number.
Two channels, two jobs
Ads catch the person who needs a dentist this week. Organic search builds over months. Lumina needed both, and we report on each separately so neither can hide behind the other.
Our approach
For Lumina Dental we combined SEO and Google Ads.
Pages for the suburbs around the practice
- Wrote a landing page for each neighbouring suburb, so a searcher down the road lands on something about their own area.
- Earned links from sites tied to the same part of Sydney, which gives those pages the authority to rank.
Ads and SEO side by side
- Kept Google Ads running while organic search grew, so the practice was visible at both speeds.
- Checked which visits ended in a call, a form or a booking click, to see where people dropped off before making contact.
Routine health checks
- Audited Search Console and GA4 on a schedule, as part of the retainer.
- Watched which landing pages and search queries were pulling their weight, and which were not.
A blog that answers patients
- Wrote articles on what people ask before dental treatment, which brings in searchers who have never heard of Lumina.
- Pointed every article at the matching treatment page, so a reader always has somewhere to go next.
The results
Organic search
The blog did most of the work. Each article answered a real patient question and passed the reader on to a treatment page. Add the work on service pages and site health, and Lumina now appears for far more searches. Against the same period a year earlier, visits from search rose sharply.
- 686%
- Increase in organic search clicks
- 1,030%
- Increase in search impressions
Google Ads
Set one quarter against the one before: the ads produced more conversions, each cost less, and a higher share of clicks converted.
- 71%
- Increase in Google Ads conversions
- 37%
- Reduction in cost per conversion
- 28%
- Increase in Google Ads conversion rate
Figures as published in this practice’s case study at Uppercut Digital, the agency behind SEO for Dentists. Rankings are as recorded at the time and move. Results differ from practice to practice, and nobody can guarantee rankings.
Client feedback
Play★★★★★
“Uppercut Digital does constant communication and responses fast - kudos to Jeremy and Dylan - they are being very very helpful.”
A review of Uppercut Digital, the agency behind SEO for Dentists, left on Google by the practice.
