How to Choose a Dental SEO Company: Ask for the Plan, Then the Proof

Most dentists I talk to are running Google Ads, see the phone ringing, and assume their search presence is handled. It usually isn't. Ads and SEO are two different things, and the day the ad budget stops, those calls stop too.

So before comparing agencies, it helps to know what you're actually buying.

Ads Are Not SEO

Google is clear on this: paying for ads does nothing for your organic rankings. They run on separate systems.

Ads aren't bad. Plenty of practices should run them, and the two work well together: ads bring calls this week while SEO builds rankings that last. Just don't let a busy ads account convince you your SEO is fine.

The Problem Is Rarely a "Bad" Agency

Honestly, most dental marketing agencies know what they're doing. The problem I see again and again is workload. One account manager has too many practices, so every practice gets the same playbook: the same blog topics, the same Google Business Profile posts, the same report with a different logo on top.

That's how you end up paying for SEO for a year with nothing to show for it. Nobody did anything wrong, exactly. Nobody looked closely at your practice either.

Copy-paste work is easy to spot once you know where to look:

• Blog posts that could be on any dentist's site in any city
• The same plan they pitched to the practice across town
• Nobody asked who your competitors are or which treatments you want more of
• Reports full of charts but no list of what was actually done

Ask for the Action Plan Before You Sign

A good company should be able to tell you, in writing, what it will do for your practice in the first few months and why. Not "we'll optimize your SEO." Actual tasks, tied to your website, your Google profile, and the treatments you care about.

Here's the kind of detail to expect. This is an example format, not a real client's plan:

Notice the last column. If a task can't be checked, you're taking it on faith.

Then Make Them Prove It Every Month

This is where most dentists get let down. A plan only matters if the monthly report follows it, line by line. In my own reports, every item ties back to the action plan, and every item can be verified by the dentist without asking me.

Compare these (examples):

To measure what SEO is actually worth to your practice, count new patients: calls and booked appointments that came from Google, against what you pay each month. Traffic is only useful if it turns into those.

Google's own advice on hiring an SEO says the same thing: ask whether they'll share every change they make to your site and explain the reasoning. If an agency gets uncomfortable with that request, it tells you a lot.

Questions Worth Asking on the First Call

1. "Can I see the action plan for my practice before I sign?" A real plan, not a list of services.
2. "Which part of this plan is specific to me?" If the answer is nothing, it's the playbook.
3. "Can you show me a real monthly report?" With client names hidden is fine. Check if each line could be verified.
4. "Can I see work you did for a practice like mine, and talk to that client?" Google suggests asking for past work and checking references.
5. "What's your experience with dental practices, and in my area?" Also from Google's list. A specialist knows how patients search; local experience means they know your competition.
6. "Who does the work, and how many practices do they handle?" This is the workload question. It matters more than the sales deck.
7. "Will I own my website, domain and Google Business Profile?" If they own them, leaving means losing them.
8. "Will you tell me every change you make, and why?" Straight from Google's list.

Pay attention to what they ask you, too. A company that's serious about your practice will want to know your best treatments, your competitors, and where new patients come from today.

Red Flags in a Dental SEO Company

Some warning signs mean a dental SEO company isn't worth your money, however good the sales call felt. If you hear any of these, keep looking.

• "We guarantee #1 on Google." Google's own words: "No one can guarantee a #1 ranking on Google."
• A "special relationship" with Google or "priority submission." Google warns about both by name.
• Secrecy. They won't say what they changed, or the answer is "it's our proprietary process."
• They want to own your accounts. Your Google Business Profile and domain should be in your name.
• "We'll get you into ChatGPT and AI Overviews." Ask how. Google says any advice on AI search should match its official guidance, and there's no special submission.
• A cold email saying your site "isn't listed in search engines." Google says it gets these emails too.
• The same report every month. Charts change, the list of work doesn't.

A note on that first one, since our homepage makes a promise. I don't guarantee rankings either. Google decides those. What I do is take the risk off you: if you're not in the Google Maps top 3 for your main keyword within 90 days, I keep working free until you are. The full terms are in writing before you start.

How I'd Pick, If I Were You

To evaluate dental SEO agencies fairly, talk to two or three and judge them on the same things. Ask each one for an action plan and a sample report. Then pick the one whose plan is clearly about your practice, and whose report you could check yourself on a Sunday afternoon without calling anyone.

If you'd like to see how we handle this, here's what our SEO services for dentists include, or start with a free audit of your practice. You'll get the findings whether you hire us or not.

Questions Dentists Ask

How much does a dental SEO company cost?

It varies a lot by market and by what is included, so compare the work you get, not just the monthly fee. For reference, our plans run $1,200 to $3,500 a month, month to month, with 30 days' notice to cancel.

How long does dental SEO take?

Most practices see ranking movement within 60 to 90 days. For Google Maps, my promise is top 3 for your main keyword within 90 days, or I keep working free until you are. Full organic rankings for competitive treatments usually take longer, often 4 to 6 months.

Can my Google Ads agency do my SEO too?

Some can, but they are different jobs. Google says advertising with it has no effect on how your site shows up in organic results. If one agency does both, ask for the SEO work to be planned and reported on its own, so ad numbers don't cover for missing SEO work.

Should I give an SEO company access to my Google accounts?

For an audit, Google advises giving read access to Search Console only. Once you hire someone, add them as a user on your Google Business Profile and Search Console, but stay the owner yourself.

Is a dental-only SEO company better than a general one?

Usually, as long as it passes the same tests. A dental-only SEO company already knows how patients search for implants, braces or an emergency dentist, and how reviews decide who gets the call. A general agency learns that on your budget. Either way, ask for a written plan for your practice and a report you can check yourself.

Why is my dental SEO not working?

The most common reason I find is copy-paste work: the same blog posts, profile updates and reports every practice gets, with no plan built around your treatments, your town and your competitors. Ask for the action plan behind the work. If there isn't one, start there.

How do I know if my current SEO company is doing anything?

Ask for a list of every change they made last month, with a link or screenshot for each one that you can open yourself. If they can't send that list, you have your answer.