The latest episode of The Dental Marketing Mix dives into one of the most anticipated releases of the year in the dental marketing world: the Whitespark Local Search Ranking Factors Report. Each year, this independent industry benchmark reveals what actually moves the needle for dental practices in Google’s local results and, increasingly, in AI-driven search platforms like ChatGPT, Gemini, Perplexity, and others.

In this episode, Dan and Brian discuss the biggest shifts, the surprising consistencies, and what every practice owner needs to prioritize if they want to grow visibility, traffic, and new patient volume in 2025.

While many agencies push shiny objects, overhyped tools, or “quick wins,” this year’s report reinforces a simple truth:
The practices that win the most patients are the ones that master the fundamentals.

Let’s walk through the major insights from the episode.

Why Local Search Still Matters—Even in the Age of AI

Dan opens the conversation by reminding listeners just how influential the Whitespark report has become in shaping SEO and local visibility strategies across the industry. If a practice wants to dominate its market—whether in Google’s Map Pack, AI Overviews, or conversational search—understanding these ranking factors is essential.

Even with the rise of LLMs and “search everywhere optimization,” Google still controls the lion’s share of search behavior. That dominance won’t disappear overnight. But as Dan notes, we’re also entering an era of fragmented search, and dentists must prepare to show up wherever patients are searching—not just where they used to.

The Fundamentals Haven’t Changed

One of the first things that Dan and Brian discuss is how much hasn’t shifted this year.

Even with new AI-driven ranking factors emerging, the core pillars of local visibility remain:

• A strong, accurate Google Business Profile
• A website with clear, authoritative on-page content
• A healthy flow of high-quality Google reviews
• Solid behavioral signals, like calls, clicks, and direction requests

Brian summarizes it simply:
“Despite all the hype, the fundamentals still matter.”

And they matter more than ever.

Google Business Profile: Still the Foundation

The GBP remains the #1 driver of Map Pack visibility. Dan and Brian walk through the essentials:

What Every Practice Must Keep Updated

• Accurate hours (including holiday hours)
• Up-to-date service details
• Correct category selection
• Fresh photos
• Active posting
• Consistent name, address, and phone number

This year, Whitespark notes that citations (NAP consistency) hit their lowest influence level ever, confirming a long-running trend. What used to be a major ranking factor is now far less important.

But reviews? Those are surging in influence.

Reviews Hit Their Highest Influence Ever

One of the biggest takeaways:
Reviews now account for roughly 24% of local ranking influence according to the report.

Dan and Brian explain that it’s not just about quantity or a generic 5-star rating anymore. AI platforms—Google’s AI Overviews, ChatGPT, Gemini, Perplexity—are scanning review content, not just the star rating.

Brian explains:

“A review that says, ‘I was looking for teeth whitening in Raleigh and this practice had amazing results’ carries more weight than a vague ‘This practice is great.’ The AI engines are pulling detail out now.”

And Dan adds that practices can reinforce this by adding helpful context into their review responses, even when patients don’t include specifics.

This is one of the easiest—and highest-ROI—actions a practice owner can take.

On-Page Signals: Why Website Structure Still Matters

Dan and Brian move next into on-page ranking factors.

Core Website Elements AI and Google Look For

• Dedicated pages for each service
• Clear city-specific pages when relevant
• Well-structured headers and schema
• Fast load time
• Mobile optimization
• Clear E-E-A-T elements (trust, authority, experience)

Brian makes an important point here:
Every practice can benefit from foundational on-page improvements, but how deep to go depends on the practice’s market and marketing budget.

In more competitive metros, both depth and volume of content matter. In smaller towns, a clean and well-structured site may be enough to dominate.

Behavioral Signals: The Quiet Ranking Factor Growing in Power

Behavioral signals refer to what users do once they find your profile or website.

Are they:

• Clicking “Call”?
• Requesting directions?
• Scheduling online?
• Chatting via your embedded widget?
• Visiting multiple pages?

Google tracks these patterns and uses them to infer user satisfaction and practice quality.

Brian notes that some people try to “game” this metric, but the real value comes from genuine engagement—which happens naturally when a practice has good visibility, strong messaging, and frictionless conversion points.

Is Google Losing Ground? The Future of Search

The episode wraps with a big-picture discussion on whether Google is losing dominance in the age of AI.

Brian’s take:
Short-term (6–12 months): Google stays dominant at 85–90% of search.
Long-term (3–5 years): More fragmentation; ChatGPT, Gemini, and others gain ground.

He also notes that traffic from AI search engines tends to be more qualified, something Dan confirms from DentalScapes internal analytics.

Higher-intent visitors, pulling from trusted sources like reviews, often convert at a higher rate than traditional web searchers.

The #1 Takeaway for Dentists

Dan closes by asking Brian the most important thing a dentist should take from this year’s report.

Brian’s answer:
Focus on reviews.

“You can go into the weeds on technical setups, and that’s what agencies are for. But as a practice, the biggest lever you control is reviews. Ask at checkout. Use signage. Send follow-up texts. Do all of the above.”

In 2025, reviews aren’t just credibility indicators—they’re a direct ranking factor and an AI visibility factor.

TLDR

The Whitespark 2025 Local Search Ranking Factors Report reinforces a simple truth: fundamentals win.

Key Takeaways

• Google Business Profile remains the foundation of dental local SEO.
• Citations continue to decline in influence, now at their lowest level ever.
• Reviews climb to their highest impact yet (~24% of local ranking influence).
• On-page content structure still plays a major role in both Google and AI visibility.
• Behavioral signals matter: calls, clicks, chats, and direction requests.
• AI search platforms are gaining traction, often sending higher-intent traffic.
• The #1 thing dentists can do themselves: Get more high-quality, descriptive Google reviews.

Ready to Scale Your Practice’s Online Visibility?

The search landscape is becoming more complex, and dentists need expert guidance to stay ahead. DentalScapes can help you understand exactly where you stand today—and where the biggest opportunities lie.

👉 Schedule a free strategy call with DentalScapes today!
We’ll walk you through your current visibility in both Google and AI search and give you actionable recommendations tailored to your practice.