A full SEO overhaul for a cosmetic dentistry practice — rebuilding the technical foundation, rewriting every treatment page around real patient search intent, and adding the structured data needed to earn rich results.
Role
SEO Strategist & Technical Lead
Client
Cosmedent
Location
Dubai, UAE
Focus
Technical SEO · On-Page · Schema
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Organic traffic growth
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Page-1 keywords
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Booked consultations
Overview
Project Overview
Cosmedent is a cosmetic dentistry practice offering veneers, implants, whitening and full smile makeovers to patients across Dubai. The clinical work was excellent, but the website wasn't winning a single search against the multi-location dental chains competing for the same patients.
The brief was a full SEO overhaul — technical, on-page and structured data — so that every treatment the clinic offered had a page built to rank for it, load fast, and convert a search into a booked consultation.
At a glance
IndustryCosmetic & general dentistry
MarketLocal & regional patients
EngagementFull SEO overhaul
ChannelsOrganic search, Google Business Profile
My Role
Owning Search From Audit to Rankings
I was engaged as the sole SEO strategist and technical lead — responsible for the audit, the technical remediation, the on-page rewrite of every treatment page, and the schema implementation behind Cosmedent's rich results.
Ran the full technical and on-page SEO audit across the site.
Rebuilt the information architecture and metadata for every treatment page.
Implemented Dentist, Service, Review and FAQ schema sitewide.
Directed the Core Web Vitals remediation alongside the client's developer.
Set up keyword tracking and monthly search performance reporting.
The Challenge
Why Cosmedent Wasn't Being Found
Outranked by bigger dental chains
Multi-location competitors with far larger marketing budgets dominated the results Cosmedent needed, even for searches its own patients were already asking about.
Thin, generic treatment pages
Veneers, implants and whitening pages were a few templated sentences each, giving Google — and prospective patients — no real reason to choose Cosmedent's page over a more detailed competitor.
No technical SEO foundation
Orphaned pages, missing canonical tags, uncompressed hero imagery and a slow templated WordPress theme were quietly suppressing every page on the site.
Zero structured data
Without schema markup, Google had no reliable way to tell a treatment page from a blog post from the business listing, or match FAQs to the questions patients were actually searching.
SEO Audit
Diagnosing the Gap Before Closing It
The site was crawled end to end with Screaming Frog, its backlink profile reviewed, and every treatment mapped against real search demand using keyword research rather than assumptions about what patients search for.
Visibility was benchmarked against six competing clinics to understand exactly which searches Cosmedent could realistically win, and which needed a completely different page than the one already on the site.
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Competing clinics benchmarked
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Treatment & content pages audited
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Keywords mapped to search intent
Technical SEO
Removing the Friction Search Engines Were Hitting
Orphaned pages were reconnected into the site's internal linking structure, canonical tags were corrected across duplicate URL variations, hero imagery was compressed and served responsively, and every broken internal link surfaced in the audit was fixed.
None of the on-page rewrite that followed could have ranked on a site search engines were struggling to crawl and render in the first place.
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Faster average page load
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Lighthouse performance score
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Broken internal links fixed
On-Page SEO
Content Built Around What Patients Actually Ask
Every treatment page was rewritten around the questions patients search before booking a consultation — cost ranges, recovery time, candidacy and before-and-after expectations — instead of a few templated sentences repeated across the site.
Title tags and meta descriptions were rewritten per page, and related treatments were linked together so a visitor researching veneers could naturally find whitening or a full smile makeover without leaving the site.
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Treatment pages rewritten
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Average time on page
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Page-1 keywords, up from 3
Schema
Making the Rankings Show Up as Rich Results
Dentist, Service, Reviewand FAQPage schema were added so treatment pages could surface ratings, pricing signals and answered questions directly in search results rather than a plain blue link.
Every implementation was validated against Google's Rich Results Test and tracked in Search Console to confirm it was actually earning the enhanced listings it was built for.
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Schema types implemented
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Keywords showing rich snippets
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Rich Results Test pass rate
Performance
Keeping Every New Page Fast by Default
An image optimization pipeline and a disciplined font-loading strategy keep new treatment pages fast without a manual pass each time, and a monthly Core Web Vitals check catches regressions before they touch rankings.
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Largest Contentful Paint
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Cumulative Layout Shift
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Interaction to Next Paint
The Results
Six Months In
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Organic traffic growth
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Page-1 keywords
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Booked consultations
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Lighthouse performance score
Gallery
A Look at the Build
Full screenshots are being prepared for publication as new treatment pages continue to roll out.
I run the same technical SEO, on-page and schema overhaul for other healthcare and dental practices that deserve to outrank the competitors currently beating them on search.