Your Google Business Profile (GBP) is often the first thing patients see when searching for a dentist. A fully optimized GBP can mean the difference between getting the call or losing to a competitor.
Why GBP Matters
When someone searches "dentist near me," Google shows the Local Pack—three business listings with reviews, photos, and contact info. These listings get the majority of clicks.
According to Google, businesses with complete profiles are significantly more likely to be considered reputable and attract visits.
Your GBP is usually one of those sites—and often the most important one.
Claiming & Verification
First steps:
- Go to Google Business Profile
- Search for your practice
- If it exists, claim it. If not, create it.
- Verify ownership (usually via postcard, phone, or email)
Unverified profiles have limited features and are vulnerable to being claimed by others. Complete verification immediately.
Optimization Checklist
Basic Information
- ☐ Business name matches your signage exactly
- ☐ Complete street address (no P.O. boxes)
- ☐ Local phone number (not toll-free)
- ☐ Website URL
- ☐ Hours of operation (including special hours)
Categories
- ☐ Primary category: Most specific option (e.g., "Cosmetic Dentist" over "Dentist")
- ☐ Secondary categories: All relevant services
- ☐ Review categories quarterly—Google adds new ones
Services
- ☐ Add every service you offer
- ☐ Include descriptions for each
- ☐ Add pricing if comfortable (increases conversions)
Attributes
- ☐ Accessibility features
- ☐ Payment methods accepted
- ☐ Health and safety practices
- ☐ Appointment requirements
Description
Write a compelling 750-character description that includes:
- Your specialty and key services
- What makes you different
- Location/neighborhood mentions
- Call to action
Photos and Posts
Photos
Google rewards profiles with fresh photos. Upload:
- Cover photo: Your best exterior or interior shot
- Logo: Square format, clean background
- Interior: Waiting room, treatment rooms, amenities
- Exterior: Building, signage, parking
- Team: Providers and staff (with consent)
- At work: Treatment in progress (with patient consent)
Aim for 3-5 new photos per week. Quality matters—no blurry phone shots.
Google Posts
Post weekly updates about:
- Special offers or promotions
- New services or technology
- Team announcements
- Dental tips and education
- Community involvement
Posts expire after 7 days, so consistency matters.
Reviews and Q&A
Reviews
Reviews are the #1 ranking factor for local SEO. Build a system:
- Ask every patient after positive appointments
- Send SMS links to your review page
- Respond to every review within 24-48 hours
- Thank positive reviewers specifically
- Address negative reviews professionally
Remember: 42% of consumers trust reviews as much as personal recommendations (BrightLocal, 2025).
Q&A Section
Seed your own questions before others do:
- "Do you accept [major insurance]?"
- "What are your hours?"
- "Do you offer emergency appointments?"
- "Is parking available?"
- "Do you see children?"
Common Mistakes
- Keyword stuffing: Don't add keywords to your business name
- Wrong category: Be specific—"Cosmetic Dentist" beats "Dentist"
- Outdated hours: Keep holiday hours current
- Ignoring reviews: Respond to everything, especially negative
- Duplicate listings: Merge or remove any duplicates
- Incomplete profile: Fill out every available field
Get a free GBP audit showing gaps in your profile and how you compare to local competitors. Get started free →
The Bottom Line
Your GBP is free and powerful. Optimize it fully, post regularly, respond to reviews, and keep information current. These basics alone will outperform most competitors who set up their profile once and forget it.
