Case Study — Warwickshire
From page one
mid-table to
dominating
the local search.
Rugby Smiles is a private dental practice in Rugby, Warwickshire. When they came to Wise they were buried beneath competitors on every keyword that actually brings patients through the door.
Client
Rugby Smiles
Location
Rugby, Warwickshire
Service
Private & Cosmetic Dentistry
Timeframe
Jan – Apr 2026
25kw
KeywordsTracked
11
Top 3Positions
#7 → #3
"Dentist Rugby"Jan to Now
3mo
Time toTop 3
The Starting Point
A great practice.
An invisible website.
"The clinical standard was there. The online presence wasn't reflecting it. Patients searching for a private dentist in Rugby simply weren't finding them."
Wise Digital — Initial Audit FindingRugby Smiles offered a strong range of private and cosmetic dental services — Invisalign, composite bonding, veneers, implants — but their Google presence was fragmented and poorly optimised. The homepage was attempting to rank for everything and converting on nothing.
The biggest gap was "dentist rugby" — the highest-intent term in their market. They were sitting at position 7, below the fold, behind NHS practices and directories. Cosmetic terms — which drive the highest value patients — had no dedicated landing pages at all.
⚑
No treatment page depth
Key cosmetic services listed on one page — no standalone URLs, no schema, no local signals.
◎
Homepage over-optimised
Every keyword pointed to the homepage. No clear intent signals for treatment-specific searches.
◈
Weak local authority
Incomplete citation profile. GBP not optimised for full service range. No local content.
▲
Buried on "dentist rugby"
Position 7 in January — below the fold, after directories and NHS practices.
How We Did It
Six moves.
One direction.
No fluff. No vanity metrics. Every action tied directly to patient acquisition.
01
Treatment Page Architecture
Built standalone optimised landing pages for every core treatment — Invisalign, composite bonding, veneers, implants, hygiene, and more. Each with its own keyword target, local signals, and conversion path.
02
Homepage Intent Restructure
Refocused the homepage on "dentist rugby" and high-intent local terms. Removed conflicting signals. Rewrote meta, headers, and structured data to align with local pack and organic intent.
03
Local Authority Building
Optimised Google Business Profile across all service categories. Built a consistent citation profile. Added location schema and local landing page content.
04
On-Page Content Depth
Rewrote copy across every core page for intent match. Each page speaks directly to what a patient is thinking when they search that term.
05
Technical SEO Foundation
Core Web Vitals, crawlability, internal link architecture, schema implementation (LocalBusiness, Dental, FAQPage). Ensured Google could efficiently index every page.
06
Monthly Tracking & Iteration
Rank tracking across 25+ keywords from day one. Monthly reporting, position-by-position. Every drop investigated, every climb reinforced.
The Journey
3 months.
No fluff. Just work.
How the rankings moved from invisible to front-page dominant.
January 2026 — Audit & Foundation
Starting positions established. Architecture built.
"Dentist rugby" at #7. Full technical audit completed. Treatment page structure designed. Keyword map locked. GBP optimisation begins. Cosmetic terms untracked or ranked mid-page.
February 2026 — Content Deployment
All treatment pages live. Homepage refocused.
Dedicated pages for Invisalign, composite bonding, veneers, implants, hygiene, crowns, root canal, and emergency dentist all deployed. Homepage rewritten around "dentist rugby". First ranking movements begin — cosmetic terms enter top 3.
March 2026 — Consolidation
Cosmetic terms lock in at #1. Core terms climb.
Cosmetic dentist, Invisalign, veneers, composite bonding, smile makeover — all reaching position 1 by end of March. Private dentist moves to #3. "Dentist rugby" reaches #4 and continues climbing.
April 2026 — Current
"Dentist rugby" hits #3. 11 keywords in top 3.
The headline term reaches position 3 — up four places in three months. All core cosmetic and orthodontic terms at #1. 11 keywords total in top 3. The trajectory to position 1 is intact.
The Numbers
Every keyword. Up.
Current positions as of 1 April 2026 against January baseline.| Keyword | Vol. | Jan 2026 | Now | Change |
|---|---|---|---|---|
| Cosmetic & Smile | ||||
| cosmetic dentist rugby | — | 1 | 1 | Holding |
| smile makeover rugby | — | 2 | 1 | ↑ +1 |
| porcelain veneers rugby | — | 2 | 1 | ↑ +1 |
| veneers rugby | — | 2 | 1 | ↑ +1 |
| composite bonding rugby | 30 | 3 | 1 | ↑ +2 |
| teeth whitening rugby | 70 | 5 | 2 | ↑ +3 |
| Orthodontics | ||||
| invisalign rugby | 70 | 1 | 1 | Holding |
| braces rugby | — | 3 | 1 | ↑ +2 |
| teeth straightening rugby | 10 | 5 | 2 | ↑ +3 |
| Keyword | Vol. | Jan 2026 | Now | Change |
|---|---|---|---|---|
| Core Local Intent | ||||
| dentist rugby | 50 | 7 | 3 | ↑ +4 |
| private dentist rugby | 90 | 6 | 3 | ↑ +3 |
| best dentist rugby | — | 4 | 1 | ↑ +3 |
| dentist near me rugby | — | 6 | 3 | ↑ +3 |
| dental clinic rugby | 50 | 7 | 4 | ↑ +3 |
| dental practice rugby | 10 | 7 | 4 | ↑ +3 |
| emergency dentist rugby | 210 | 6 | 4 | ↑ +2 |
| Keyword | Vol. | Jan 2026 | Now | Change |
|---|---|---|---|---|
| Restorative | ||||
| dental implants rugby | 40 | 6 | 3 | ↑ +3 |
| dental crowns rugby | 10 | 5 | 3 | ↑ +2 |
| dentures rugby | — | 6 | 3 | ↑ +3 |
| Endodontic | ||||
| root canal rugby | — | 5 | 3 | ↑ +2 |
| root canal treatment rugby | 10 | 5 | 3 | ↑ +2 |
| endodontics rugby | — | 2 | 1 | ↑ +1 |
| Keyword | Vol. | Jan 2026 | Now | Change |
|---|---|---|---|---|
| Hygiene Services | ||||
| dental hygienist rugby | 30 | 4 | 1 | ↑ +3 |
| hygienist rugby | 30 | 4 | 2 | ↑ +2 |
| hygiene appointment rugby | — | 5 | 2 | ↑ +3 |
9
Keywords atPosition #1
11
Keywords inTop 3
+4
Positions gained on"dentist rugby"
3mo
To reachtop 3 dominance
Why It Worked
SEO built around intent,
not vanity metrics.
The rankings are a side effect of getting the fundamentals right.
Treatment pages that match patient intent
Someone searching "composite bonding rugby" is ready to book. We built a page that speaks directly to them — their concerns, their questions, a clear next step. Google rewards that. So do patients.
#1
composite bonding rugby
was position 3 in January
was position 3 in January
Local authority signals done properly
GBP optimisation, citation consistency, and LocalBusiness schema combined to send Google a clear signal: Rugby Smiles is the right answer for dental searches in Rugby.
#3
dentist rugby
was position 7 in January
was position 7 in January
Cosmetic first, volume second
We prioritised the terms that bring the highest-value patients first. That's where practice revenue lives. Once locked in at #1, we turned to broader local terms.
9
cosmetic & ortho keywords
now at position #1
now at position #1
Tracking that drives action
Every keyword tracked from day one. When a position drops, we know within days. When something climbs, we double down. Monthly reporting with clear next steps.
25+
keywords tracked
continuously since Jan
continuously since Jan
The Bigger Picture
Most practices don't have
a patient problem.
They have a visibility problem.
The search volume is already there. Patients in your area are already looking for exactly what you offer. The only question is whether they find you or the practice down the road.
Let's arrange a
10-minute conversation.
No obligation. No slide deck. Just a straight conversation about whether Wise can do the same for your practice.
Get In Touch
W
Wise Digital Marketing
Case Study — Rugby Smiles · April 2026