How will Google algorithm updates impact dental practices in 2025
Google’s regular algorithm updates have far-reaching effects across industries, including service-based businesses such as dental practices. With each update, Google refines how it ranks websites, prioritising user experience, content quality and local relevance. For dentists, staying ahead of these changes is essential to remain competitive and visible to potential patients.
Learning from 2024, here’s how Google’s core algorithm updates impact dental marketing and how to adapt your strategies effectively in 2025.
1. Local SEO will still take centre stage
Google’s focus on local search has grown significantly with the recent algorithm updates. Features like Google Business (GMB) will still be critical in 2025 for dental practices looking to attract patients in their local area.
Impact: Updates often refine how local search results are displayed – giving prominence to practices with optimised GMB listings and positive reviews.
Actions:
- Ensure your GMB is complete with updated hours, contact details and photos
- Use local keywords like “Poole emergency dentist” or “Bournemouth tooth extraction service”
- Actively encourage and respond to patient reviews to improve local ranking signals
Source: Search Engine Journal, December 2024 Core Update Overview
2. Emphasis on E-E-A-T (Experience, Expertise, Authority, Trust)
Google’s E-E-A-T framework is more relevant than ever. This approach ensures users find authoritative and credible information, especially on health-related topics like dental care.
Impact: Dental websites lacking clear expertise and trust signals risk losing visibility.
Actions:
- Displace professional credentials and accreditations prominently on your site
- Publish high-quality blogs, FAQs, and guides to establish expertise
- Include relevant patient testimonials/reviews to build trust
Source: Google’s Search Quality Evaluator Guidelines
3. Mobile-optimised and user-friendly websites
With mobile-first indexing, Google prioritises websites designed for seamless mobile experiences. Dental practices with outdated or slow websites may see rankings decline.
Impact: Poor mobile usability can reduce visibility and frustrate potential patients.
Actions:
- Ensure your website is mobile-friendly and loads quickly
- Simplify navigation and include clear call-to-actions
- Incorporate features like click-to-call buttons to make it easier for patients to connect with you.
Source: Moz, Mobile SEO Best Practices
4. Quality content is non-negotiable
Google’s updates consistently emphasise content that is relevant, accurate and engaging. Dental practices must create content that addresses patients’ pain points and aligns with their search queries.
Impact: This or generic content is less likely to rank, pushing practices to invest in well-researched, patient-centric copy.
Actions:
- Write blogs addressing common patient queries
- Update content regularly to ensure it remains accurate and reflective of your services
- Use structured data (schema markup) to enhance visibility in search results
Source: HubSpot, SEO Trends for 2025
5. Reviews and reputation management
Previous algorithm updates weigh reviews and overall online reputation highly – we expect the same for future updates. For dentists, this means maintaining a strong digital footprint is critical.
Impact: Practice with negative reviews or inconsistent reputations may struggle to maintain rankings.
Actions:
- Proactively request feedback from satisfied patients
- Monitor and respond to all reviews professionally, addressing concerns where necessary.
Source: BrightLocal, 2025 Local Consumer Review Survey
6. Adapting to AI search
Google’s integration of AI and machine learning continues to influence search algorithms. Personalised, context-driven results are going to become the norm in 2025.
Impact: Dentists who fail to tailor their marketing strategies to individual patient needs risk falling behind.
Actions:
- Use AI-powered SEO tools to analyse search trends and patient behaviour
- Focus on hyper-local targeting and personalise website content where possible.
Source: JKS Digital, Preparing for Google Algorithm Updates in 2025
For dental practices, adapting to Google’s algorithm updates is essential to maintain online visibility and attract new patients. By focusing on local SEO, quality content, and user experience, practices can not only safeguard their rankings but thrive in a competitive digital landscape.
If your dental practice needs support navigating the complexities of SEO and Google’s ever-evolving algorithms, our dental marketing experts are here to help. Get in touch today to future-proof your practice’s online presence.
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