BOFU Keywords for Dentists: The Search Terms That Turn Clicks Into New Patients
When patients search online for a dentist, they don’t all have the same level of urgency. Some are just browsing, Googling things like “how often should I floss” or “what’s the difference between veneers and crowns.”
Others, though, are past the research phase and ready to book an appointment. They’re typing things like:
- “emergency dentist near me”
- “dental implant cost in [city]”
- “best Invisalign dentist near me”
These are called BOFU keywords, short for bottom-of-the-funnel. They signal that someone isn’t just curious about dentistry; they’re ready to choose a provider.
Pro tip: Showing up for BOFU searches is how you turn Google into a steady stream of new patient leads.
Table of Contents
What Are BOFU Keywords (For Dental Practices)?
Crash course. BOFU stands for bottom of the funnel, the final stage of the patient decision-making journey.
- Top-of-funnel (TOFU): Patients search broad, informational questions. Example: “What causes tooth sensitivity?”
- Middle-of-funnel (MOFU): Patients are exploring options. Example: “veneers vs crowns for chipped tooth.”
- Bottom-of-funnel (BOFU): Patients are ready to choose. Example: “best cosmetic dentist near me” or “dental implant consultation [city].”
These bottom-of-funnel searches are where dentists see the highest return on investment. Why? Because the patient behind the search is ready to take action, whether that means scheduling a consultation, booking a cleaning, or calling for emergency care.
For dentists, BOFU keywords might include:
- “dentist open now near me”
- “Invisalign provider [city] reviews”
- “affordable dental implants [city]”
- “emergency tooth extraction near me”
- “pediatric dentist accepting new patients”
When your dental website shows up for these decision-ready searches, you’re putting your practice in front of patients who are most likely to book an appointment today.
Why BOFU Beats Broad Traffic for Dentists
It’s tempting to focus on traffic numbers when you think about dental SEO, but not all clicks are valuable.
A blog post on “tips for brushing your teeth” might get thousands of views, but very few of those readers are booking an appointment with your practice. Those views are valuable for visibility, but they don’t lead to a warm body in a chair.
Now compare that with a page optimized for:
- “emergency dentist near me open now”
- “Invisalign consultation [city]”
- “dental implant specialist [city]”
Even if these dental web pages attract fewer visits, the intent is crystal clear. These are patients ready to call your office, not just read an article.
The advantages of BOFU for dentists
- Faster new-patient bookings. Patients searching BOFU terms already know they need a dentist — they’re deciding which one.
- Higher return on investment. Just a handful of appointment requests from BOFU keywords can be worth more than hundreds of casual readers.
- Local domination. BOFU keywords are often tied to location (“near me,” “[city] dentist”), making them perfect for filling your schedule with nearby patients.
- Clearer path to revenue. These keywords connect directly to new appointments and case acceptance, not just web traffic.
The BOFU Keyword Types Every Dentist Should Target
Not all BOFU searches look the same. Patients who are ready to book tend to use very specific wording that reveals what they want, how soon they want it, and sometimes even how much they’re willing to pay.
Here are the most valuable BOFU keyword types for dental practices:
1. Emergency & Immediate Care Keywords
These are the “drop everything and call now” searches. Patients are often in pain and urgently looking for help.
Examples:
- “emergency dentist near me open now”
- “tooth extraction same day [city]”
- “24-hour dentist near me”
Why it matters: These patients aren’t browsing, they’re booking. If your site shows up and your phone number is easy to click, you’ve won the lead.
Optimization tip: Create a dedicated “Emergency Dentistry” page with a sticky “Call Now” button and your hours clearly listed.
2. Cost & Pricing Keywords
Money matters. Many patients want to know if a treatment fits their budget before they’ll commit.
Examples:
- “dental implant cost [city]”
- “Invisalign price near me”
- “affordable veneers [city]”
Why it matters: Pricing pages may get fewer clicks, but those clicks are high-value. Patients searching for costs are usually close to booking a consultation.
Optimization tip: Provide transparent ranges and highlight financing or membership options to reduce hesitation.
3. Specialty Service Keywords
These searches come from patients looking for a specific treatment, often elective or high-value.
Examples:
- “cosmetic dentist near me”
- “best Invisalign dentist [city]”
- “pediatric dentist accepting new patients”
- “sleep apnea dental appliance [city]”
Why it matters: Patients using these terms already know what treatment they want — they just need to choose where to get it.
Optimization tip: Build separate landing pages for each specialty service you want to grow. Include before-and-after photos, testimonials, and clear next steps (“Book a free consultation”).
4. Location-Based Keywords
Dentistry is hyperlocal. Most patients won’t drive more than a few miles for care, so location-based searches are SEO gold.
Examples:
- “family dentist [city]”
- “dentist near me accepting new patients”
- “best dentist in [neighborhood]”
Why it matters: Showing up for local BOFU searches is often the difference between being chosen and being overlooked.
Optimization tip: Make sure your Google Business Profile is up to date with correct hours, services, and photos.
5. Review & Comparison Keywords
Some patients want reassurance before booking. They compare providers or look for proof from other patients.
Examples:
- “best dentist near me reviews”
- “Invisalign dentist vs orthodontist”
- “top-rated cosmetic dentist [city]”
Why it matters: These searches often lead to a final decision. Patients want validation that they’re choosing the right dentist.
Optimization tip: Showcase Google reviews, video testimonials, and “Why choose us” content directly on service pages.
How to Find BOFU Keywords for Your Dental Practice (Fast)
You don’t need expensive tools or hours of keyword research to uncover the search terms that bring new patients to your door. In fact, some of the best BOFU keywords are already hiding in plain sight.
Here’s a simple step-by-step way to find them:
1. Start With Your Services + Location
Pro tip: If you serve multiple towns or suburbs, create variations for each. Patients almost always add a city or “near me” when they’re ready to book.
2. Add BOFU Modifiers
Patients in decision mode use specific words that signal intent. Look for modifiers like:
- “near me”
- “best”
- “cost” or “pricing”
- “reviews”
- “open now”
- “accepting new patients”
Examples:
- “best pediatric dentist near me”
- “dental crown cost Houston”
- “dentist accepting new patients [city]”
3. Mine Your Own Google Business Profile
Open your Google Business Profile Insights (or your call tracking system). See what patients are already searching before they click to call your office.
You’ll often find hidden gems like:
- “dentist that accepts Medicaid near me”
- “Saturday dentist [city]”
- “same-day crown dentist”
Add those phrases to your dental website — they’re already driving leads.
4. Ask Your Front Desk Staff
Your front desk team hears patient questions every day. Those questions are keyword gold. If you have an AI receptionist helping your team, check the chat logs to see what potential patients are asking.
Examples you might hear:
- “Do you take walk-ins?”
- “How much is a whitening treatment?”
- “Do you do braces or just Invisalign?”
Turn those into BOFU keywords and FAQs on your site.
5. Peek at “Related Searches” in Google
Type in one of your services (e.g., “dental implants near me”) and scroll to the bottom of the Google results page. You’ll see a list of related searches that reveal what patients are really typing.
Example: “dental implants near me” often surfaces:
- “dental implants financing [city]”
- “affordable dental implants near me”
- “same-day dental implants [city]”
6. Check Your Competitors
Look at the websites of other dentists ranking in your area. What service pages do they have? What keywords show up in their titles and headlines?
If a competitor has a whole page on “teeth whitening specials [city],” that’s a signal it’s a BOFU keyword worth targeting.
Simple Workflow Recap:
- Write down your top services
- Add city/neighborhood names
- Mix in BOFU modifiers (near me, best, cost, reviews)
- Validate with your Google Business Profile + front desk FAQs
- Create content around those exact phrases
How to Optimize BOFU Content So It Actually Converts
Finding BOFU keywords is only half the job. Once a patient lands on your website, the real test begins: do they book an appointment, or bounce?
Here’s how to make sure your BOFU-focused pages convert visitors into new patients.
1. Match the Searcher’s Intent
If someone searches “dental implant cost [city],” they expect to see pricing info, not a generic homepage.
Optimization tip: Use headlines that mirror the exact keyword. Example:
- H1: “Dental Implant Cost in Dallas: What to Expect”
This signals to patients that they’re in the right place.
2. Place Clear Calls-to-Action (CTAs)
BOFU visitors are ready to act, but only if you make the next step obvious.
Strong patient-focused CTAs include:
- “Book Your Appointment Online”
- “Schedule a Free Implant Consultation”
- “Call Now for Emergency Care”
Optimization tip: Put a primary CTA above the fold (visible without scrolling), repeat it mid-page, and make it sticky on mobile so it follows the patient as they scroll.
3. Show Transparent Pricing (or Ranges)
Cost is one of the biggest conversion blockers in dentistry. Patients Googling BOFU keywords want answers, not surprises.
Optimization tip: If you can’t post exact prices, provide ranges or “starting at” costs, and explain financing options. Example:
- “Dental implants typically range from $X–$Y. We offer monthly payment plans starting at $Z.”
4. Build Trust With Proof
When a patient is ready to decide, they’re looking for reassurance. Show them why you’re the safe, reliable choice.
Add:
- Five star Google reviews
- Before-and-after photos
- Video testimonials
- Trust badges (ADA, local awards, “Invisalign Platinum Provider”)
6. Don’t Forget Technical SEO
Even the most persuasive content won’t work if patients never see it.
Check that your BOFU pages have:
- Fast load speeds (especially on mobile)
- LocalBusiness schema (so Google knows you’re a dentist in your city)
- Clear indexing (no accidental “noindex” tags)
5. Make It Easy to Contact You
Nothing kills a conversion faster than a hard-to-find phone number or a 12-field form.
Optimization tip:
- Add click-to-call buttons
- Keep forms short (name, phone/email, service of interest)
- Offer multiple options: online booking, phone, and text/chat if possible
Make BOFU Keywords Your New-Patient Engine
At the end of the day, dental SEO isn’t about traffic charts, clicks, or impressions. Those are all great metrics, but what you want is patients booking appointments. And the fastest way to encourage that is by showing up for the exact searches people use when they’re ready to book.
That’s what BOFU keywords do.
BOFU keywords are where the marketing funnel meets real patient growth. They don’t just bring visitors to your site — they bring the right visitors, the ones ready to pick up the phone, schedule online, and become your next long-term patient.
Frequently Asked Questions
What are BOFU keywords for dentists?
BOFU keywords (bottom-of-the-funnel keywords) are search terms patients use when they’re ready to book an appointment. Examples include “emergency dentist near me,” “dental implant cost [city],” and *“best Invisalign dentist [city].” These searches signal high intent, making them the most valuable for attracting new patients.
Why are BOFU keywords important for dental practices?
BOFU keywords help dentists connect with patients who are ready to take action, not just gather information. While broad searches like “how to whiten teeth” bring traffic, BOFU searches like “teeth whitening dentist near me” drive appointments. They shorten the path from search to scheduling, making them critical for consistent new-patient growth.
How can dentists optimize their websites for BOFU keywords?
To optimize for BOFU keywords, dentists should:
- Create dedicated service and location pages (e.g., “Invisalign in Dallas”).
- Use exact-match headlines and patient-focused CTAs like “Book Your Consultation.”
- Add transparent pricing or financing details, reviews, and before-and-after photos.
- Ensure the site is mobile-friendly and easy to call or book online.
By aligning content with patient intent, practices can turn clicks into appointments.
About the Author: Megan Nielsen is an SEO strategist and the Grand Overlord of copywriting at My Social Practice. My Social Practice is a dental marketing company that offers a full suite of dental marketing services to thousands of dental practices throughout the United States and Canada.
