How a Multi-Location Dental Practice Went From Zero AI Citations to 22% Share of Voice
A 4-location dental group in the Greater Toronto Area was completely absent from AI-generated recommendations. Targeted content and structured data changes made them visible in under 90 days.
AEO Score
out of 100
Share of Voice
across AI platforms
Citation Quality
AI recommendation tier
The Challenge
Four locations, zero AI presence
This multi-location dental group operated 4 clinics across the Greater Toronto Area, each with strong patient volumes driven by insurance referrals and word-of-mouth. Their website had been built five years ago and, while functional, had not been updated to account for how AI platforms discover and recommend healthcare providers.
The core problem was structural. All four location pages shared nearly identical content -- the same service descriptions, the same boilerplate "about" copy, and no structured data. AI models treated the site as a single entity with thin, duplicative content, which meant none of the locations were being surfaced in AI responses.
Meanwhile, solo practitioners with smaller practices but well-structured websites and active review profiles were being recommended ahead of them. With an AEO Score of 8 and a 1% Share of Voice, the practice was losing ground in a channel they did not even know existed.
The Strategy
Location-specific AI optimization
01
Structured Data
- Unique LocalBusiness and Dentist schema per location
- Service-specific schema for implants, orthodontics, cosmetic
- FAQ schema targeting top patient questions per location
- Aggregate rating markup from verified patient reviews
02
Content Differentiation
- Rewrote each location page with unique neighborhood context
- Created 12 patient education guides at Grade 8 reading level
- Published cost transparency pages for major procedures
- Added before/after case galleries with descriptive text
03
Review & Profile Strategy
- Optimized 4 Google Business Profiles with procedure categories
- Implemented post-appointment review request workflow
- Built consistent NAP citations across dental directories
- Created dentist bio pages with credentials and specializations
Results Timeline
90 days of measurable progress
Month 1
FoundationComprehensive audit revealed zero schema markup and thin service pages across all 4 locations. Deployed LocalBusiness and Dentist schema markup. Consolidated duplicate location pages and created unique content for each clinic. Established citation monitoring baselines.
Month 2
OptimizationPublished 12 patient education guides targeting common dental queries (e.g., "how much do dental implants cost in Ontario"). Optimized each location's Google Business Profile with procedure-specific categories. Built FAQ pages for each major service line with structured data.
Month 3
AccelerationAI platforms began mentioning the practice for implant and cosmetic dentistry queries in the GTA. Share of Voice rose from 9% to 22%. Two locations were cited in Perplexity responses for "best dentist near me" variants. Review velocity increased 40% through new patient follow-up workflow.
Key Takeaways
What we learned
Multi-location businesses face a unique challenge: duplicate or near-duplicate content across location pages actively hurts AI visibility. Unique, location-specific content is essential.
Patient education content written at a Grade 8 reading level generated 4x more AI citations than clinical terminology-heavy pages.
Google Business Profile optimization had an outsized impact on Gemini citations specifically, which pulls heavily from local business data.
Review volume and recency correlated strongly with citation quality -- practices with 50+ recent reviews were cited more often than those with higher ratings but fewer reviews.
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