Learn How Dentists Can Win New Patients
In this EndoX Group webinar, Adrian Lefler, CEO of My Social Practice, shares strategies that are transforming how dental practices attract patients online. Drawing from over 15 years of experience in dental marketing, his presentation explores how to fully optimize a Google Business Profile, adapt to the rise of AI in search results, and use AI receptionists to capture more patient inquiries.
These insights go far beyond theory. Join us for actionable steps any practice can start implementing to increase visibility, credibility, and conversions.
Why Google Business Profile Optimization Matters
A Google Business Profile (GBP) is your digital front door. When patients search for a dentist, the Google Maps section often appears above websites in search results, and roughly three out of four patients make their first contact directly from this map listing.
The key is showing up in the top three local results. Being fourth or lower drastically reduces the chances of being contacted.
Best practices for optimizing GBP include:
- Select the right primary category — Dentist, Endodontist, Cosmetic Dentist, etc.
- Add up to 20 service areas to reach nearby neighborhoods where you want more patients.
- Maintain a 4.5+ star rating and gather more reviews than your closest competitors.
- Use heat maps to track exactly where you rank within your community.
“If you’re fourth on Google Maps, you’re basically invisible. You’ve got to be in the top three.”
Step-By-Step Google Business Profile Optimization Checklist
Getting into the top three spots on Google Maps doesn’t happen by accident. It takes a deliberate process! Use this checklist to ensure your profile is fully optimized:
- Claim or verify your GBP – Make sure you control the listing through your Google account.
- Select the correct primary category – Dentist, Endodontist, Cosmetic Dentist, etc.
- Add one to two secondary categories – Examples: Cosmetic Dentist, Emergency Dental Service.
- Set accurate business hours – Include holiday hours so patients see the right information year-round.
- Fill in all 20 service areas – Target the neighborhoods you most want to attract patients from.
- Upload at least 10–15 high-quality photos – Include team shots, treatment rooms, exterior signage, and community events.
- Geo-tag images – Embed location data in photos to strengthen local relevance.
- Write a keyword-rich, patient-friendly business description – Keep it clear and welcoming.
- Post updates weekly – Announcements, promotions, patient stories, or educational tips.
- Respond to every review – Thank patients for positive feedback and address concerns professionally.
- Add your services and treatments – Include detailed descriptions for each.
- Enable messaging – Allow patients to send inquiries directly from your listing.
Common Mistakes to Avoid in GBP Optimization
Even small missteps can hurt your local rankings or turn potential patients away. Watch out for these pitfalls:
- Choosing the wrong category – If your primary category doesn’t match your core service, Google will rank you lower for relevant searches.
- Neglecting photo updates – Outdated images or stock photos make your practice feel less authentic.
- Keyword stuffing – Overloading your description with search terms looks spammy and can hurt rankings.
- Ignoring reviews – Not responding to feedback signals to patients (and Google) that you’re disengaged.
- Incomplete profiles – Missing hours, service lists, or contact details makes your profile look neglected.
- Listing inaccurate service areas – Targeting far-away cities you can’t realistically serve won’t help and may confuse Google’s algorithm.
- Failing to track performance – Without tools like heat maps, you won’t know where you’re ranking or where you need improvement.
Staying Visible in the Age of AI Overviews
Search engine optimization is evolving quickly. With Google introducing AI-generated overviews powered by its Gemini model, results pages now start with a concise AI summary. This pushes ads, maps, and organic links farther down, meaning fewer patients scroll to see traditional listings.
To remain visible:
- Adopt Answer Engine Optimization (AEO) — create content that AI can pull into these summaries.
- Publish custom, locally relevant blog posts at least twice a month.
- Add FAQs to blog posts and service pages to target natural, voice-search-style questions.
- Include bios, multimedia, and reputable outbound links to boost authority and trustworthiness.
By writing with “information chunks” — short, direct answers — practices increase their chances of being cited directly in AI summaries.
“AI overviews are flipping search on its head. The question now is — how do you get cited in those summaries?”
The Case for AI Receptionists in Dentistry
Missed calls mean missed opportunities. Many dental practices miss 25–35% of inbound calls, and most patients who reach voicemail never leave a message.
AI receptionists solve this by:
- Answering calls 24/7 with natural, conversational language.
- Scheduling appointments directly in your practice management system.
- Handling common questions, rescheduling, and even following up on unscheduled treatment.
In some cases, simply replacing voicemail with an AI receptionist has generated $30,000+ in additional monthly revenue. By ensuring every patient call is answered promptly, practices stop losing leads to competitors.
“Replacing voicemail with an AI receptionist is like opening your front door 24/7 — you stop letting patients walk away.”
Dentists Can Win New Patients Through Local SEO and AI Search Strategies
Optimizing your Google Business Profile isn’t just a nice thing to do when you have time. An optimized GMB is one of the most effective ways that dentists can win new patients before they ever visit your website. Combine it with a smart AEO strategy to stay visible in AI-driven search results, and support it with tools like AI receptionists to capture every lead. In today’s digital landscape, the practices that adapt fastest to these trends will be the ones new patients find — and choose — first.
Looking for More Dental Practice Management Tips?
Check out some of our latest webinars for more expert advice on how dentists can win new patients:
Exploring AI & The Future of Dentistry: Webinar with Ann-Marie DePalma
The Hygiene Department Revolution: From Team Engagement to Practice Profitability
How AI is Revolutionizing Dental Practices [Featuring eAssist Dental Billing]
Crush the Call Dental Coaching with Susan Leckowicz
Boost Your Practice’s Visibility with Expert Local SEO Tips [Webinar with Dentsply Sirona]
Meet the Presenter:
Adrian Lefler, CEO and Co-founder of My Social Practice
Adrian Lefler is the CEO and Co-Founder of My Social Practice and a recognized dental marketing expert with nearly two decades of experience. He is a trusted voice in dental marketing, AI in dentistry, and emerging technology, and he hosts BYTE SIZED, a podcast focused on dental AI, innovation, and technology.
Frequently Asked Questions
What is a Google Business Profile and why is it important for dentists?
A Google Business Profile (GBP) is your dental practice’s listing on Google Maps and Search. It displays your name, address, phone, reviews, and more. For dentists, it’s crucial because up to 75% of potential patients call directly from the map listing without visiting a website.
How can I improve my ranking in Google Maps?
Select the correct primary category, fill out every field, add up to 20 service areas, post regular updates, and actively collect reviews. Heat maps help you monitor your rankings in different neighborhoods.
How many reviews should my dental practice have?
Aim for a 4.5+ star rating and match or exceed the review count of top competitors in your area. In busy metro areas, 200+ reviews is often the benchmark for credibility.
How does my website affect my Google Business Profile ranking?
While GBP pulls its details from your profile rather than your site, your website still influences rankings. A fast, optimized site with strong local content and backlinks supports your visibility in Maps.
What’s the difference between SEO and AEO for dentists?
SEO (Search Engine Optimization) focuses on ranking web pages in traditional Google search results. AEO (Answer Engine Optimization) targets AI-driven results by creating short, authoritative content chunks — like FAQs — that AI tools can cite in their summaries.
How often should I update my Google Business Profile?
Update your GBP at least once a month with new photos, posts, and any changes to business hours, services, or contact details. Frequent updates signal to Google that your profile is active and accurate.
Can adding more photos help my Google ranking?
Yes. High-quality, recent photos of your team, office, and treatments can improve engagement on your listing, which can indirectly boost your local ranking.
Do service areas affect how far I can rank?
Service areas don’t guarantee you’ll rank in those locations, but they tell Google where you want to be visible. Combined with strong optimization, they can help expand your map reach.
What type of posts should I add to my GBP?
Post short updates about promotions, patient success stories (with consent), new technology, or educational tips. These posts appear directly in your listing and can encourage engagement.
How long does it take to see results from GBP optimization?
In competitive markets, it can take 3–6 months of consistent optimization and review gathering to see significant ranking improvements.
