Healthcare · Brisbane, Australia
Local Visibility for a Multi-Location Dental Group
Saltmarsh Dental Group
Saltmarsh Dental Group needed each Brisbane clinic to win its own suburb in local search — without five locations cannibalizing each other.
Client: Saltmarsh Dental Group · Location: Brisbane, Australia · Industry: Healthcare
The problem
Five clinics shared one thin website. Reviews sat on the wrong listings. Suburb queries surfaced a single brand blob instead of the nearest clinic, and paid local ads were papering over organic gaps.
- Duplicate/conflicting Google Business entities
- No unique practitioner or parking content per clinic
- Review requests were inconsistent and sometimes non-compliant
- No shared definition of local visibility success
The solution
We gave every clinic a true local footprint: unique pages, cleaned listings, review workflows, and only light local ads after organic foundations were healthy.
Our work
Operations managers at each clinic joined biweekly standups so listing and review habits would stick after launch.
Listing & NAP audit
Merged duplicates, fixed categories, and documented hours/parking/phone routing per clinic.
Location page system
Built location templates with practitioners, services, maps, and FAQs unique to each suburb.
Review operations
Created compliant review request scripts and response playbooks for front-desk teams.
Selective local ads
Turned on tightly geo-fenced campaigns only where organic coverage still lagged.
Team time invested
A focused local SEO pod — heavy on content and listing ops, light on vanity redesign.
| Role | Focus | Hours |
|---|---|---|
| Local SEO lead | Listings, map pack tracking | 200 |
| Content strategist | Location pages, FAQs | 150 |
| Web developer | Templates, schema | 140 |
| Designer | Location layout system | 60 |
| PPC specialist | Geo campaigns | 60 |
Total Flexus effort: ~610 hours across 4.5 months.
Results
Map pack visibility across target suburbs increased 3.2×. New-patient form fills from organic local search became a weekly KPI instead of a guess.
- 3.2× map pack visibility on tracked suburb terms
- Each clinic maintaining its own review velocity
- Organic local form fills tracked weekly by location
- Reduced wasted local ad spend where organic already won
“Each clinic finally has its own footprint. We’re not fighting ourselves in search anymore.”
— Operations manager, Saltmarsh Dental Group