If there’s one free marketing tool every dental practice in Canada should be using, it’s Google Business Profile. Formerly known as Google My Business, this platform controls how your practice appears in Google Search and Google Maps — and for most patients, it’s the very first impression they get of your clinic. Here’s how to set it up properly and use it to bring in more patients.
Why Google Business Profile Matters
When someone searches “dentist near me” on Google, the results that appear in the map pack at the top of the page come directly from Google Business Profile listings. If your profile isn’t claimed, complete, and optimized, you’re invisible to patients at the exact moment they’re looking for a dentist. Even if you have a beautiful website, your Google Business Profile often gets seen first — and for many patients, it’s the only thing they check before calling.
Claiming and Verifying Your Profile
If you haven’t already, search for your practice on Google and look for the “Own this business?” link. Claiming your profile is free and typically involves verifying your identity through a postcard, phone call, or email from Google. If your practice is already claimed but you don’t have access, Google has a process for requesting ownership. This step is non-negotiable — without claiming your profile, you can’t control what patients see.
Completing Every Section
Google rewards complete profiles with better visibility. Fill in every available field including your practice name (use your real business name, not keyword-stuffed versions), full address, phone number, website URL, hours of operation including holiday hours, services offered, insurance accepted, accessibility features, and a detailed business description. The more complete your profile, the more searches you’ll appear in.
Adding High-Quality Photos
Profiles with photos receive significantly more clicks and direction requests than those without. Upload professional photos of your office exterior (so patients can find you), reception area, treatment rooms, and your team. Add new photos regularly — Google favours active profiles. You don’t need a professional photographer; well-lit smartphone photos of your clean, welcoming space work perfectly well.
Using Google Posts
Google Posts are short updates that appear directly on your Business Profile. Use them to announce new services, share seasonal oral health tips, promote special offers, or introduce new team members. Posts expire after seven days, so update them weekly for maximum visibility. Think of them as free mini-advertisements that appear right where patients are already looking.
Managing and Responding to Reviews
Your Google reviews are arguably the most influential part of your profile. Respond to every review — thank positive reviewers by name and address concerns in negative reviews professionally and empathetically. Never argue publicly or share patient information. A practice that responds thoughtfully to all feedback signals to potential patients that you care about the experience you provide.
Keeping Your Information Current
Outdated information erodes trust fast. If a patient drives to your office based on wrong hours or an old address, you’ve likely lost them forever. Update your profile immediately when anything changes — hours, phone numbers, services, staff. Set a monthly reminder to review your profile and ensure everything is accurate, especially around holidays when your hours may differ.
Tracking Your Results
Google Business Profile includes built-in analytics showing how many people found your profile, what searches they used, how many requested directions, and how many called you directly. Review these insights monthly to understand what’s working. If certain services drive more searches, consider creating content around those topics on your website and Smile Directory profile to reinforce your visibility.
Pair It With Your Directory Listing
Google Business Profile and dental directories work best together. When your practice information is consistent across Google and directories like Smile Directory, it strengthens your overall online presence and helps you rank higher in local searches. List your practice on Smile Directory today to give patients another trusted place to find you.