Dental searches are either general, like 'dentist near me' or 'family dentist', or about a treatment or a situation: 'emergency dentist', 'dental implants', 'teeth whitening', 'pediatric dentist'. Insurance is often part of the decision, and patients look for a sign that you take theirs before they call.
Reviews dominate. A new patient reads them for pain, waiting times and how the front desk treats people, and reads the practice's replies just as closely. A careless reply can reveal more about a patient than the practice ever meant to.
Few patients drive far for a routine cleaning, so the map close to the practice matters most. Specialist treatments draw people from further away, and they're worth tracking as keywords of their own.