When patients search for a new dental home, online visibility and credibility decide who gets the call.
We find that too many dental practices are underperforming in new patient volume as competition intensifies. Patients compare reviews, photos, services, and credentials quickly. The practice that ranks well and communicates clearly wins the appointment. Our partner, Ascent AI, shares a powerful acronym for what Google rewards in search: E-A-T. Expertise, Authority, and Trust. Practices that focus on these can win local searches and more new patients.
E = Expertise: Flaunt what Makes Your Practice Better
When someone searches “dentist near me,” Google doesn’t reward the practice with the nicest logo – it rewards the one that proves it’s the local authority. Use real photos and real stories. Show your team, your space, and authentic outcomes—patients want to see the practice they’ll walk into. Make credentials unmistakable. Feature licenses, advanced training, associations, and awards where patients look (bios and service pages). Publish original local answers. Create short pages/posts that address common searches (insurance, emergencies, clear aligners, implants) in your city and neighborhoods.
If you work with a marketing partner, choose one that produces accurate, practice-branded content aligned with what people in your market are searching for.
A = Authority: Make Your Website Faster
Authority is also technical. Google’s Core Web Vitals measure speed and user experience—and they affect ranking and conversions. Get your site fast. Aim for under ~2 seconds on mobile; slow sites bleed bookings and raise bounce rates. Monitor and improve continuously. Check Core Web Vitals routinely and fix issues quickly as Google’s standards evolve. Strong SEO pairs trustworthy content with clean technical performance.
T = Trust: Turn Happy Patients into Your Loudest Billboards
Trust isn’t your logo—it’s recent, specific five-star reviews and thoughtful responses that show you’re caring and accountable. Make reviews easy and consistent. Use automated follow-ups, one-tap links, and a simple process so happy patients post while the experience is fresh. Respond thoughtfully. Reply to reviews (especially negative ones) promptly and professionally; this helps build trust.
The Relativity Rule: Be Better Than the Practice Down the Street
You don’t need perfection, you need to be clearly better than nearby options: more relevant content, stronger Core Web Vitals, and a review profile that keeps growing.
Next Step: Run a Simple E-A-T Audit
Expertise: Do your top service pages show credentials, real photos, clear answers, and location-specific content?
Authority: Does your site load quickly on mobile and meet Core Web Vitals benchmarks?
Trust: Are you earning new reviews steadily—and responding in a way that reassures prospects?
Connect with your Account Manager for an audit, or schedule a no-obligation session with Burkhart’s marketing partner, Ascent AI (mike.s@ascentai.ai).
Your success is our success. Please reach out to us anytime.
Learn more, visit the Practice Support Team page, email us at PracticeSupportTeam@BurkhartDental.com, or call 1.800.665.5323.
Category: Practice Consulting
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