SEO for a Dentist Case Study: Mayfield Dental

Mayfield Dental practice in Croydon approached me to modernise their website, improve user experience and strengthen visibility for key treatment areas including emergency dentistry, dental hygiene and their general dentistry services.

Over a six-month period, the project involved a complete website redesign, service page optimisation, local SEO improvements and Google Business Profile enhancements.

Mayfield Dental Clinic Website Design 2026 Thumbnail

Initial challenges

The practice had ambitious growth plans and wanted a website that better reflected the quality of care they provide.

My initial audit revealed:

  • An outdated website that no longer reflected the brand.
  • Confusing and mislabelled navigation with broken links.
  • A large number of pages for a dental site which seemed excessive and not all useful with thin content.
  • A need to improve mobile usability and conversion opportunities.

project objectives

1

Increase better quality organic traffic

Leverage technical improvements and targeted content to grow visibility for both branded and non-branded keywords, with a focus on high-intent local search terms to attract higher quality leads and relevant searchers with commercial or transactional intent.

2

Preserve key rankings

Ensure the brand retains top positions for main service-related local searches by protecting core pages, optimising metadata, and monitoring competitor bidding on brand terms.

3

Enhance user engagement

Enhance Business Profile with optimised content, up-to-date services and products, review management and post updates to improve local visibility, and boost direct website visits.

4

Increase average monthly new patients

Build a long-term SEO framework to deliver consistent year-on-year growth. Improve overall structure, UX, legibility, removal of unnecessary pages and streamline navigation, optimising with behavioural analysis tools.

6

Update old content and articles for AI visibility

Introduce AI-oriented content enhancements that addresses common patient queries and concerns. Re-evaluate content across the site, implementing unique, useful content and industry expertise.

Real Results in 3 months

Av. monthly new patients

+27%

Achieved within 3 months since website relaunch (Mar-June 2026).

Organic Search key events*

+22.8%

During the first three months following the website relaunch compared with the previous three-month period. (Mar-June 2026).

AI Citations established

555

Within 3 months since website relaunch (Mar-June 2026). Source: Bing Webmaster Tools.

Other improvements included: Complete website redesign and relaunch (view details), Google Business Profile refreshed and aligned with the updated website.

*Organic Search key events (phone, email, contact form and WhatsApp interactions)

other highlights

UK Organic sessions

+88.6%

Achieved within the first six months of 2026 vs same period previous year.

organic leads

+51.5%

Generated through enhanced visibility and optimised search performance in 3 months post site launch (Mar-Jun).

AV. engagement time per user

+20.6%

Achieved within 3 months since website relaunch (Mar-June 2026). Driving more high-intent users to the site.

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