From invisible
to dominating
two markets at once.
In 42 days, Smile Studio went from buried in Nottingham to ranking #1 across Arnold and top 3 across Nottingham city — across implants, Invisalign, cosmetic dentistry, and more.
A great practice. Zero visibility.
Smile Studio was delivering exceptional dental care across Nottingham and Arnold. But when local patients searched for implants, Invisalign, or a private dentist — they never found them.
Buried on page 4–5 for high-intent terms
"Dental implants Nottingham" (590/mo) was at #14. "Private dentist Nottingham" (480/mo) at #43. "Invisalign Nottingham" (320/mo) at #47. Effectively invisible to the patients most likely to book.
Arnold — a local monopoly left unclaimed
Arnold searches were going unanswered. No competitor had dominated the area properly. Smile Studio's physical presence there meant nothing without the rankings to match.
Technical debt killing crawlability
No structured internal linking, weak on-page signals, and service pages search engines weren't reading properly. The site was invisible by design — just not intentionally.
GBP not pulling its weight
Their Google Business Profile lacked the optimisation needed to drive map pack visibility across both the Arnold neighbourhood and Nottingham city searches.
"They were paying for a website that was generating nothing. Every month without rankings was another month of patients going elsewhere."
Six moves. Two markets. One direction.
Foundation First
Full technical audit and remediation. Crawl errors fixed, speed improved, schema markup implemented across all service and location pages.
Keyword-Intent Alignment
Rewrote every core service page targeting commercial-intent Nottingham keywords. Title tags, H1s, and copy restructured around how patients actually search.
Dual-Location Page Strategy
Built and optimised dedicated content for both Nottingham city and Arnold — covering implants, Invisalign, composite bonding, cosmetic dentistry, dentures, and more per location.
GBP Maximisation
Full Google Business Profile overhaul. Categories, services, posts, Q&A, and image strategy optimised to push into the Nottingham and Arnold map packs.
Internal Link Architecture
Deliberate internal linking built to flow authority from strong pages toward high-value commercial targets. No orphaned pages. No wasted equity.
Citation + Link Building
Targeted citation cleanup and local link acquisition to build domain trust across both the Nottingham and Arnold dental markets. Quality over volume.
42 days. No fluff. Just work.
Two markets. Every keyword. Up.
42 days. 30 tracked keywords across Nottingham and Arnold. Not a single one moved backwards.
590 searches/month
320 searches/month
480 searches/month
50 searches/month
110 searches/month
| Keyword | Vol | Before | After | Change |
|---|---|---|---|---|
| Dental Implants Nottingham | 590 | #14 | #2P1 | +12 |
| Invisalign Nottingham | 320 | #47 | #12P1 | +35 |
| Private Dentist Nottingham | 480 | #43 | #14P1 | +29 |
| Dentures Nottingham | 140 | #15 | #6P1 | +9 |
| Cosmetic Dentist Nottingham | 110 | #6 | #2P1 | +4 |
| Walk In Dentist Nottingham | 70 | #3 | #2P1 | +1 |
| Denture Repair Nottingham | 50 | #26 | #5P1 | +21 |
| Dental Checkups Nottingham | — | #74 | #18P1 | +56 |
| Dental Crowns Nottingham | — | #21 | #9P1 | +12 |
| Composite Bonding Nottingham | — | #11 | #3P1 | +8 |
| Tooth Whitening Nottingham | 10 | #23 | #15P1 | +8 |
| Clear Braces Nottingham | 30 | #13 | #12P1 | +1 |
| Dentist Nottingham NG5 | — | #6 | #3P1 | +3 |
| Same Day Denture Repairs Nottingham | — | #3 | #2P1 | +1 |
| Root Canal Treatment Nottingham | — | #68 | #45 | +23 |
10 searches/month
| Keyword | Vol | Before | After | Change |
|---|---|---|---|---|
| Same Day Denture Repairs Arnold | — | #3 | #1P1 #1 | +2 |
| Denture Repair Arnold | — | #3 | #1P1 #1 | +2 |
| Walk In Dentist Arnold | — | #3 | #1P1 #1 | +2 |
| Composite Bonding Arnold | — | #3 | #1P1 #1 | +2 |
| Cosmetic Dentist Arnold | — | #5 | #2P1 | +3 |
| Dentures Arnold | 10 | #5 | #2P1 | +3 |
| Invisalign Arnold | 10 | #5 | #2P1 | +3 |
| Dental Implants Arnold | 10 | #8 | #3P1 | +5 |
| Dental Crowns Arnold | — | #8 | #3P1 | +5 |
| Clear Braces Arnold | — | #8 | #3P1 | +5 |
| Tooth Whitening Arnold | — | #13 | #5P1 | +8 |
| Dental Practice Arnold | — | #13 | #5P1 | +8 |
| Dentist Arnold | — | #15 | #6P1 | +9 |
| Dental Clinic Arnold | — | #15 | #6P1 | +9 |
| Dentist Arnold NG5 | — | #18 | #7P1 | +11 |
| Root Canal Treatment Arnold | — | #48 | #19P1 | +29 |
| Dental Clinic Nottingham Arnold | — | #8 | #3P1 | +5 |
SEO built around intent, not vanity metrics.
We started with the patient, not the algorithm
Every keyword was mapped to a specific patient need — emergency, cosmetic, restorative. Pages were built to match intent, not just to include keywords.
We fixed what was broken first
No amount of new content fixes a site with crawl issues, weak structure, or thin pages. Technical foundations came before everything else.
Two-market domination strategy
Most agencies target one area. We built separate, dedicated signals for Nottingham city and Arnold — treating each as its own local market to win.
Authority passed with purpose
Internal linking wasn't random. Every link was placed to move equity toward high-value commercial pages — implants, Invisalign, cosmetic dentistry across both locations.
Most practices don't have a traffic problem.
They have a visibility problem.
If your competitors are ranking above you for implants, Invisalign, or cosmetic dentistry — every month you wait is patients you're not seeing.