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Most important signals for ranking a dental website

Most important signals for ranking a dental website

As a dentist, it’s imperative to keep your website up-to-date and accurate in order to compete in today’s competitive digital world. Your dental website is one of the most valuable marketing tools that you have at your disposal – but if it doesn’t rank on Google, then no one will ever see it. So how can you make sure that your dental website is optimized for success? In this article, we’ll discuss the 15 most important ranking signals for ranking a dental website. Keep reading to learn more about optimizing your dental website for visibility and reach!

For the purposes of this article, we will start with the most important factors and go down to the lesser important factors.


Quality content is essential for SEO success in the dental field, and that is why it is number 1 on the list. Search engines prioritize user engagement, so it’s important to make sure that your content offers valuable information and is relevant to your target audience (dental patients). Content should also be easy to read and understand, with no typos or grammar mistakes. Additionally, adding images, videos, infographics, and other media to your content can help to boost engagement and keep visitors on your website longer.

Experience of the user on your site

Search engines are increasingly prioritizing the user experience on websites. This means that how quickly your website loads, how easy it is to navigate, and how mobile friendly it is all play a role in ranking signals. Navigation should be clean and intuitive for visitors, with clear calls to action throughout (such as “Call now to schedule your dental appointment”). Lastly, you should ask yourself, does your website satisfy the needs of the user. In other words, will they continue searching after they have visited your page as a result of their search query?


Backlinks are links that lead to your website from another website. Search engines view backlinks as a signal of trust and authority, so having quality backlinks from reputable websites can help improve your ranking. You should focus on getting backlinks from high-authority websites in the same or related field as dentistry. Avoid getting backlinks from spammy, low quality sites at all cost. In some instances, you may even need to disavow certain links because the wrong links can hurt your site ranking.


This is a bigger deal with regard to local businesses, such as dental offices than it is with some other types of businesses. Search engines prioritize local results, so you need to make sure that your website is optimized for local search. This includes adding structured data (also known as schema markup), including the contact information and address of your practice. Additionally, landing pages should be created specifically for different service areas – this will help with both ranking and conversion rate optimization.

Headings and metatags

Headings and metatags are HTML elements that tell search engines what your content is about. They should be optimized with relevant keywords, but not overly stuffed with keywords. Meta Tags like the title tag will appear in search engine results pages (SERPs), so it’s important to make sure they accurately reflect the content on the page.

Internal linking structure

Internal linking is a great way to keep visitors on your website longer and to make sure that pages rank higher in search engine results. You should have a clear internal link structure and link to related content whenever possible. This helps boost SEO rankings and improve the overall user experience of your dental website.


Search engines prioritize relevance when it comes to ranking websites. This means that your website should be focused around a particular topic and provide valuable information related to your field of dentistry. Optimizing for relevant keywords is also important, so make sure you’re using the right words throughout your content.

Image alt tags

Image alt tags tell search engines what images are about. Make sure to add relevant keywords when labeling your images so that they can be easily found in searches. Additionally, larger images can make websites slower, so make sure you’re optimizing your images for the web.

Updated regularly

Search engines favor websites that are updated regularly with new content. Make sure to consistently update your website with fresh, relevant content so that search engines view it as an active site. This can help boost rankings and keep visitors coming back as well.


Trustworthiness is an important ranking signal for search engines. Make sure that your website looks professional and has up-to-date information about your practice and services. Additionally, it’s a good idea to include reviews from other patients on your website – this will help build trust in the eyes of potential patients. In the dental niche, it is even more important to earn the trust of your readers. Google takes longer to rank websites in the dental niche because it has to do with the physical health of its readers and they are more cautious about information they promote in their search engines on this topic.

Eternal linking

External linking is also important for SEO purposes. Linking to reputable websites in your niche can give you an extra boost in search engine rankings. Good websites to link to in the dental niche are high authority and relevant to dentistry. They might include:

  • ADA (American Dental Association) and other dental associations
  • WebMD
  • Cleveland Clinic
  • Dental Insurance Companies
  • Top dental blogs & consumer guides


Make sure that your website is secure with an SSL certificate. An SSL certificate will encrypt traffic between your website and visitor’s browsers, making sure that all information is kept secure. Google prioritizes websites with SSL certificates when ranking them in search engine results pages, so it’s important to make sure yours is up-to-date.

Social Signals

Social signals are an important ranking factor for search engines. Make sure that you’re promoting your dental website on social media and encouraging visitors to share and like your content. This can help boost rankings in search engine results pages and reach more potential patients.

Structured Data

Structured data tags help search engines understand the content of your website. Adding relevant structured data tags to your website can help search engine crawlers better understand and index your pages, leading to higher rankings in SERPs.

Domain age & history

Domain age is a key ranking factor for search engines. Sites with longer domain registration periods typically rank higher in search engine results pages. Don’t worry if your domain is brand new. While this is one factor that is something that is harder to control for, especially with a dental startup, it is just one factor, and it will improve with time. A domain with past penalties from Google might hurt your rankings, so it’s important to check the history of any domain you purchase.


By understanding and optimizing for these key signals, your dental website will be better positioned to succeed in search engine results pages. Make sure to stay up-to-date with the latest SEO trends and best practices so that you can continue to make improvements to your website. With the right SEO strategy, your dental website can reach more potential patients and increase your overall visibility online.

Remember, SEO is an ongoing process – you need to continuously work on optimizing your website for search engine rankings in order to see long-term success. There are literally hundreds of factors that go into ranking a site, so this is not an exhaustive list. However, if you do a good job on these signals, you will be on the right track to ranking your dental website.

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