Dental Marketing Encyclopedia

The Practice Owner’s
SEO Glossary

Core Fundamentals

SEO High Impact

Search Engine Optimization. The process of improving your practice’s website to rank higher in search results without paying for ads.

Why it matters: Free, consistent patients.

SERP Terminology

Search Engine Results Page. The list of results a user sees after typing a query into Google.

Goal: Page 1 of SERPs captures 90% of clicks.

Organic Traffic Revenue Driver

Visitors who find your website naturally through search results, rather than clicking on paid ads.

Why it matters: Higher trust and conversion than ads.

Map Pack Critical

The block of 3 business listings that appears at the top of Google search with a map.

Why it matters: Generates 70% of dental phone calls.

NAP Consistency Technical

Name, Address, Phone. Ensuring these 3 data points match perfectly across every directory on the web.

Risk: Bad data = Google penalty.

Keywords Strategy

The exact phrases patients type into Google (e.g., “Invisalign cost Edinburgh”).

Strategy: Answer questions, don’t just stuff keywords.

Content Silos High Impact

Grouping related pages together (e.g., creating a “Cosmetic” hub linked to veneers, bonding, and whitening).

Why it matters: Establishes you as a specialist authority.

You don’t need to memorize the glossary. You just need a partner who speaks the language.