THE PERFECT SMILE
Generating 1.44m visitors over a 5-year SEO campaign
- 1,340,446 unique visitors to The Perfect Smile
- 700+ pages of content and SEO copy
- All of the traffic from Google’s search
- 163,434 total conversions over six years
Making the Perfect Smile in Hertford famous
10 years ago, the Perfect Smile Studios was a small, ambitious practice led by the incredible Dr Rahul Doshi in Hertford.
Today, the practice has been bought by Dentex, has several famous dental associates, and is a clinic that patients travel to for dental veneers.
The practice owner, Dr Doshi, even became the Director of the BACD and is now the Clinical Director of Portman Dentex.
Keywords Ranked
Content Creation
Lead Generation
Organic Traffic
Initial problems
The challenge
- Worked on by several different types of SEO companies.
- Received a soft penalty from Google for “porcelain veneers.”
- The website is not generating the right quality of leads.
- Direct traffic was the main source of leads.
- The site did not rank on the first page of Google.
- Local SEO: Some traction but narrow reach.
- Overall, very poor technical SEO optimisation.
- Good web design – but would need improvement as the site grew.
Our action plan
The solution
- Documented the business’s targets, goals and USPS.
- Create a strategy for where we would find new patients, what we would offer them, and why they would decide to become patients.
- Implement the right “buying keywords” for patients ready to purchase.
- Divided the website into dental treatment, sorted by profitability.
- 700+ new treatment pages & blogs to answer patient questions.
- Corrected all technical SEO problems.
- Wrote and designed a 1000-page local SEO section to increase patient reach to London, Essex and Buckinghamshire.
- Build external links to improve the Google rankings of our content.
The results
SEO results
- Organic traffic 100,000+ per year
- 400% increase in website leads
- Website reaches across the south east
- Thousands of links pointing to the site
- Huge increase in reviews (from 0 to 100+)
- 11,300 keywords in Google
Business results
- Hired new associate dentists
- 100s more complex cases
- Full diaries for all the associates
- Degree of fame for PSS dentists
- Awards won for best website (PDA)
- Featured in TV & Press like ITV
Don't miss out, due to location restrictions we can't work with every practice
Reach more patients
VCM has over 18 years of experience in SEO and dental marketing. We can help you grow your business. No commitment and no hard sell.
Key Takeaways
We took over after multiple SEO providers, addressed a soft penalty on “porcelain veneers”, and fixed poor technical SEO that was holding back first-page visibility.
We aligned the campaign to business targets and “buying” keywords, rebuilding the site around high-value treatments and clearer patient journeys.
We produced 700+ pages of SEO copy (including 400 new treatment pages/blogs) and built a large local SEO section to extend reach beyond Hertford.
We supported the content with external link-building to scale performance, generating 1.44m+ visitors over the campaign and delivering a ~400% uplift in website leads.