The world of search engine optimisation (SEO) is constantly evolving, and one of the most influential factors in this evolution is Google’s Search Engine Results Page (SERP) changes. Google frequently updates its algorithm and SERP features, impacting how dental practices rank and how potential patients interact with search results. Keeping up with these changes is crucial for dental clinics looking to maintain and improve their online visibility.

Recent Google SERP changes

AI-Powered search enhancements

Google has been integrating more artificial intelligence (AI) into its search algorithms. AI-driven features like Google’s Search Generative Experience (SGE) aim to provide users with more direct answers, reducing the need to click through to external websites. While this improves user experience, it poses challenges for dental SEO professionals as traditional keyword-based optimisation strategies may become less effective.

Increase in featured snippets and zero-click searches

Featured snippets are short, direct answers displayed at the top of search results, often eliminating the need for users to click on a website. These snippets enhance user experience but reduce organic traffic to dental websites. To optimise for featured snippets, dental practices should structure content in a way that answers common queries concisely, such as “How often should I visit the dentist?” or “What is the best treatment for tooth sensitivity?”

More emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

Google has placed increasing importance on E-E-A-T signals, particularly for content related to health and well-being. Dental websites that demonstrate credibility and trustworthiness through high-quality content, authoritative backlinks, patient testimonials, and transparent practitioner information are more likely to rank higher.

Mobile-first indexing and page experience updates

Mobile-first indexing means Google primarily considers the mobile version of a site for ranking and indexing. Additionally, page experience signals, such as Core Web Vitals (loading speed, interactivity, and visual stability), now play a more significant role in rankings. Dental clinics with slow-loading or non-mobile-friendly websites risk lower rankings and losing potential patients.

Local and Visual Search Enhancements

Google has been refining its local search results, prioritising dental practices with strong Google Business Profiles, patient reviews, and location relevance. Visual search capabilities are also improving, allowing users to search using images instead of text, which means dental clinics must optimise their images, before-and-after treatment photos, and other visual content for search.

How These Changes Impact SEO Strategies for Dental Clinics

• Content optimisation for AI and featured snippets – dental practices must focus on creating structured, concise content that answers common patient queries to rank in featured snippets and AI-generated answers.
• Stronger emphasis on authority and trust – building high-quality backlinks, showcasing expertise, and maintaining transparency through detailed practitioner profiles and patient testimonials are more critical than ever.
• User experience and technical SEO – fast-loading, mobile-friendly websites with a great user experience are essential to maintaining strong rankings and attracting more patients.
• Local SEO and visual content optimisation – dental clinics must optimise their Google Business Profile, encourage patient reviews, and enhance image SEO to stay competitive in local searches.

Conclusion

Google’s SERP changes highlight the need for a dynamic SEO strategy that prioritises high-quality content, user experience, and technical optimisation. By staying informed and adapting to these updates, you can continue to attract new patients and grow in an ever-changing digital landscape.
If you need help with your SEO strategy, please don’t hesitate to get in touch for a friendly chat.