Time to Decorate Your Digital Front Door

When a potential patient searches for a new dentist, they’re not starting at your front desk; they’re standing in front of your digital front door.

“For local searches like ‘dentist near me,’ your Google Business Profile (GBP) is actually more important than your website,” said Cori Ricca, Director of Marketing at RAMP Results. “While paid ads sit at the very top, many people first look at the Google Map Pack to find locations, hours, and check reviews. A great profile has the potential to drive more organic leads than a website alone.”

But a strong GBP doesn’t work by itself. Behind the scenes, your website’s SEO powers its visibility. Google looks for “Local Justifications” within your site—signals that confirm what your practice actually offers. When someone searches for “dental implants,” for example, Google scans your website for that language and puts it directly in your Business Profile. “They work in a loop, not in isolation,” Ricca affi rmed.

Profile Pitfalls

So, why do so many practices struggle to see results? Setting up and maintaining a GBP can be deceptively complex, and Ricca sees the same issues surface again and again. Some of the most damaging mistakes are easy to miss, and also easy to ignore.

“The most critical ‘silent killer’ mistake today is duplicate or unclaimed listings,” she explained. “If a previous associate had a practitioner listing at your address and it wasn't merged or closed, it can ‘cannibalize’ your main office's rankings.”

Other common pitfalls include incomplete profiles, incorrect categories, inconsistent business information, low-quality photos, and treating your GBP as a 1-time task instead of an ongoing marketing channel.

Ideally, you should post high-quality images to your GBP monthly. "Best performers include team photos, offi ce interiors, before-and-after cases, and community involvement," Ricca advised.

The Power of Positive Reviews

Last up is patient feedback. “Reviews directly impact rankings, trust, and patient choice,” Ricca said. “We recommend asking happy patients immediately after appointments using a simple text or email system. And always respond to reviews—even the negative ones—with an eye toward HIPAA compliance.”