What You’ll Learn:
- How Google’s three core algorithm updates and one spam update in 2025 impact dental practice visibility online in 2026
- Why AI is fundamentally changing how Google ranks websites and what this means for your practice
- The surprising trend of fewer confirmed algorithm updates but increased ranking volatility
- Practical strategies dental practices can implement to adapt to Google’s evolving algorithm
- How My Social Practice’s SEO services align with Google’s new priorities for local search
The Year Google Algorithm Updates Got Quieter (But More Unpredictable)
If you’re a dental practice owner who noticed your Google rankings taking frequent, volatile rollercoaster rides throughout 2025, you weren’t imagining things. Google rolled out four confirmed algorithm updates last year—three core updates and one spam update—marking the lowest number of confirmed updates in recent years. But surprisingly, fewer confirmed algorithm updates didn’t mean less chaos in search rankings.
Once upon a time, Google used to announce every update. Now, trends seem to confirm that only major changes get the same coverage, with minor tweaks a constant background process. For dental practices trying to maintain their online visibility, this shift presents both challenges and opportunities.
Breaking Down the 2025 Updates That Matter for Dentists
March 2025 Core Update: Setting the Stage
The March update ran from March 13 to March 27, and Google positioned it as a “regular update designed to better surface relevant, satisfying content.” For dental practices, this translated into Google getting better at understanding which practices genuinely serve their local communities versus those simply trying to game the system.
What made this update interesting was Google’s emphasis on surfacing content from actual creators. Translation for dentists? Your authentic patient testimonials, educational blog posts about procedures, and genuine practice updates started carrying more weight than generic, templated content.
June 2025 Core Update: The Recovery Window
Running from June 30 to July 17, the June update brought hope to many websites that had been struggling since late 2023. Some dental practices that had seen their rankings tank in previous updates experienced partial recoveries, particularly those who had invested in creating helpful, patient-focused content rather than keyword-stuffed pages.
The volatility spike from July 11-14 caught many practices off guard. One day you’re ranking on page one for “dental implants near me,” the next you’re on page three. This 180 spin emphasized the importance of consistent, quality content creation rather than relying on quick SEO tricks.
December 2025 Core Update: The Holiday Surprise
Just when dental teams were winding down for the holidays, Google launched its December core update on December 11, completing it on December 29. The update featured intense volatility on weekends (December 13 and 20), which was unusual since most algorithm impacts typically occur during the business week.
For dental practices, this timing was particularly challenging as many were planning their 2026 marketing strategies. Womp womp. Those with robust, established online presences weathered the storm better than practices with thin or outdated websites. In fact, you might still be feeling the effects of this one!
August 2025 Spam Update: The Fast and Furious (You Know, Like The Movies)
The spam update that ran from August 26 to September 22 was particularly aggressive. It hit fast—most impacted sites saw changes within 24 hours—and it hit hard. The good news is that legitimate dental practices following best practices had nothing to fear. The bad news… well, some practices unknowingly using outdated SEO tactics from questionable marketing companies got caught in the crossfire. Kind of like certain ill-advised sequels to large action franchises. However, any film series or dental marketing strategy can course-correct.
AI: The Invisible Hand Reshaping Dental SEO
Here’s where things get really interesting for dental practices. While Google only confirmed four major algorithm updates, the real story of 2025 was AI’s growing influence on search results. Google’s AI Mode expansion and the rollout of improved Gemini models (including Gemini 3 Flash and Gemini 3 Pro) fundamentally changed how the search engine understands and ranks content.
What does this mean for your dental practice? Google’s AI can now better understand the intent behind searches like “tooth hurts when I eat ice cream, what do fam?” and connect them with relevant dental services, even if your website doesn’t use those exact words (and it probably shouldn’t, tbh). The algorithm is getting smarter at understanding context, local relevance, and genuine expertise.
This AI evolution explains why many practices experienced ranking fluctuations even during “quiet” periods without confirmed updates. Google’s machine learning models are constantly refining their understanding of what makes a good search result, adjusting rankings in real-time based on user behavior and satisfaction signals.
The Volatility Paradox: Fewer Algorithm Updates, More Changes
The numbers tell an interesting story. In 2024, Google confirmed seven algorithm updates. In 2023, nine. In 2022 and 2021, ten each. Yet 2025 felt more volatile than ever. Why? Google admitted they don’t announce all core updates anymore, only the major ones.
For dental practices, this creates a new reality. You can’t just react to announced updates anymore. You need a proactive, always-on approach to dental SEO that focuses on fundamental best practices rather than trying to optimize for specific algorithm changes.
Practical Strategies for Dental Practices Moving Forward
Focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Google’s algorithm updates consistently reward websites that demonstrate real expertise. For dentists, this means showcasing your credentials, sharing case studies (with patient permission), and creating educational content that only a trained dental professional could produce.
Embrace Authentic Patient Engagement
Those Google reviews aren’t just for show. Active review management and response—something My Social Practice’s Reputation Management service excels at, JUST SAYING—sends strong signals to Google about your practice’s legitimacy and patient satisfaction. Practices averaging one Google review per day see significant SEO benefits beyond just social proof.
Invest in Technical Excellence
With AI playing a larger role in understanding content, technical SEO becomes even more critical. Your website needs to load quickly, work flawlessly on mobile devices, and provide a seamless user experience. The adaptive optimization offered by My Social Practice’s website design ensures your site meets these technical requirements while looking professional.
Create Content That Answers Real Questions
Google’s AI improvements mean the algorithm better understands user intent. Instead of targeting “dentist near me” repeatedly, create content addressing specific patient concerns: “Why do my gums bleed when I floss?” or “What’s the difference between crowns and veneers?” This approach aligns with how patients actually search and positions you as a helpful resource.
What 2026 Holds for Dental SEO
As we move into 2026, expect AI to play an even larger role in how Google ranks dental practices. The search engine is getting better at understanding local context, practice specialties, and patient needs. Practices that adapt now by building robust online presences, maintaining active patient engagement, and creating genuinely helpful content will be best positioned for whatever updates come next.
The key takeaway here is to stop chasing algorithm updates and start focusing on what Google has always wanted: websites that provide genuine value to users. For dental practices, that means clear information about services, easy appointment scheduling, transparent pricing where appropriate, and content that helps patients make informed decisions about their oral health.
Frequently Asked Questions
How often should dental practices update their websites to keep up with Google algorithm updates?
Rather than reacting to individual algorithm updates, dental practices should maintain a consistent content schedule. Aim to add fresh content at least twice monthly, whether that’s blog posts about procedures, patient success stories, or seasonal oral health tips. Regular updates signal to Google that your practice is active and current, which helps maintain rankings regardless of algorithm changes.
Do Google algorithm updates affect local search differently than general search results?
Yes, local search (like “dentist near me”) often experiences different impacts than broader searches. Google’s local algorithm considers factors like proximity, Google My Business optimization, and local reviews more heavily. The 2025 updates emphasized authentic local engagement, meaning practices with strong community presence and consistent patient reviews saw better stability. This is why services like My Social Practice’s local SEO strategies focus heavily on Google Maps optimization and review acquisition.
Should dental practices be worried about AI replacing traditional SEO strategies?
AI isn’t replacing SEO, it’s making it more sophisticated. Google’s AI improvements mean the search engine better understands quality content and genuine expertise. Instead of worrying about AI, dental practices should focus on showcasing their unique value: real patient relationships, local community involvement, and professional expertise. AI actually rewards these authentic elements more than ever before, making it easier for quality practices to outrank those using outdated tactics.
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.
