Your Google Business Profile is your most powerful marketing tool. It's the thing that shows up when someone near you searches for a dentist. It pulls in more new patients than almost anything else you do.
When someone looks for a dentist, they're not typing your practice name. They're typing "dentist near me" or "emergency dental care." Google shows them a map with three results first. That's called the map pack. Your profile is what decides if you're at the top or buried where no one sees you.
The proof is in the numbers. Profiles that are filled out completely get 7x more clicks than empty ones. Google uses your profile signals for 32% of its local search rankings. That's nearly one-third of everything Google looks at to decide who ranks first. Profiles with photos get 42% more requests for directions. These aren't small numbers.
If your profile is half-empty or outdated, you're losing leads every single day. The good news is you can fix it in less than an hour, and you don't need help doing it.
Get the Fundamentals Right: Name, Address, Hours, and Categories
Your profile starts with three things: your business name, address, and phone number. These have to be exactly correct. Don't use "Dr." sometimes and leave it out other times. Don't format your phone number differently on different pages. Small inconsistencies confuse Google and hurt your ranking.
Your hours matter too. If you take a lunch break, put it in. If you're open on Saturday, add it. People check this before they call. Wrong hours means they go to another dentist instead.
Picking the right categories is the single biggest lever you have. Google lets you pick one primary category and several secondary ones. Your primary category controls which searches show your practice. Most dentists pick whatever appears first in the dropdown and move on. Don't do that.
For dental practices, "Dentist" is the category that gets searched the most and ranks best. Use "Dentist." Not "Dental Clinic." Not "Dental Office." Use "Dentist." This choice alone can make a real difference in who finds you.
Secondary categories should match what you actually do. If you offer cosmetic dentistry, add "Cosmetic Dentist." If you treat kids, add "Pediatric Dentist." If you do emergency work, add "Emergency Dental Service." Pick three to five categories that describe your practice. Don't add categories just to fill space. Google notices when you claim services you don't provide, and it hurts your credibility.
Build Your Description and Service List
Many practices leave the business description blank. Others write something generic that sounds like every other dental office: "Our team is committed to comprehensive oral healthcare solutions." Thousands of profiles say exactly that. It tells people nothing about why they should call you.
Your description should be two to three sentences. Say what you do, who you serve, and one thing that makes you worth calling. Here's a real example: "We provide comprehensive dental care for families in the Riverside area. Same-day appointments available for most procedures. Most of our new patients come through referrals, but we're accepting new patients now."
That tells someone what they need to know. Skip the values-statement language. People don't choose dentists because of your commitment to excellence. They choose you because you offer something they need—like same-day appointments, or comfort for anxious patients, or advanced equipment.
Next, list every service you offer. This field directly affects which searches lead to your practice. Cleanings, root canals, veneers, crowns, implants, whitening—whatever you do, put it in. When someone searches for a specific service near them, Google uses this field to match them with practices like yours. Don't leave anything out, and don't claim services you don't actually provide. Be thorough and honest. This is how new patients find you when they're looking for exactly what you offer.
Add your website URL too. Make sure it's correct. Your website is where people go to learn more about your practice and book appointments online. Getting this link right removes a step for potential patients.
Fill It With Photos, Stay Active, and Earn Trust
Profiles with photos get 42% more direction requests. This is one of the easiest wins you can get. You need at least 20 photos. You don't need a professional photographer. Phone photos are fine as long as they're clear and well-lit. A blurry hallway photo is worse than no photo at all.
Mix them up: the outside of your building from different angles, your reception area, treatment rooms, your staff, equipment, before-and-after cosmetic work (with patient permission), and photos showing the patient experience. Update them every month or two so your profile doesn't look abandoned. Fresh photos signal to Google that your practice is active and current. They also give potential patients confidence that your office is real, clean, and professional.
Posting activity tells Google that your practice is running and your profile is maintained. Post at least once a week. Keep it simple: one or two sentences with a photo. "New Invisalign cases now available." "Holiday hours for Thanksgiving." "Five ways to protect your teeth during contact sports." You're just signaling that the practice is running and paying attention. Google rewards profiles that get posted to regularly, and so do your potential patients. They see an active, engaged practice instead of one that looks forgotten.
Respond to every review—the good ones and the bad ones. This shows Google that you're engaged. It also shows new patients that you care about what people say. A bad review with a thoughtful response is better than no response at all. It tells people you take feedback seriously and you're willing to make things right. This builds trust before anyone ever calls your practice.
The Checklist
Here's what your profile needs:
- [ ] Business name, address, and phone number are exactly correct
- [ ] Primary category is set to "Dentist"
- [ ] Secondary categories added and accurate (3-5 that match your services)
- [ ] Business description written (2-3 sentences, no links)
- [ ] Hours complete and accurate
- [ ] Website URL added
- [ ] Services listed
- [ ] At least 20 photos uploaded
- [ ] Posted within the last 7 days
- [ ] Last five reviews have responses
If several of these are empty or wrong, your profile is costing you leads. Fix them, and you'll see the difference.
What Happens Next
A complete, accurate profile keeps paying off. You'll show up higher in searches near your practice. You'll get more clicks. More people will call. Take 30 minutes and go through the checklist. If you want a second set of eyes on it, we offer free Google Business Profile reviews for dental practices. We check every field, see what's missing, and show you how your setup compares to other practices near you. Request your free audit to find out what's working and what needs to change.