Let’s face it—running a dental practice today is about more than delivering top-notch dental services. You also need to show up where your potential patients are looking: online. That’s where competitor analysis in dental SEO comes into play.

If your practice isn’t appearing on the first page of search engine results, chances are your competitors are—and they’re booking the patients that could have been yours.

In this blog, we’ll break down how analyzing other dental practices in your area (and beyond) can help you build a stronger SEO strategy, improve your dental practice’s online presence, and attract more patients.

Why Competitor Analysis is a Must in Your Dental SEO Strategy

Every successful dental SEO strategy starts with understanding the playing field. Competitive analysis helps you figure out exactly who you’re up against (direct competitors in your area and even indirect competitors like teledentistry services) and what they’re doing to rank so well on search engine results pages.

It’s not about copying them—it’s about gaining valuable insights into what works, what doesn’t, and where the opportunities lie. Think of it as peeking behind the curtain of their marketing efforts so you can strengthen your own SEO strategy.

A solid competitor analysis helps you:

• Pinpoint high-performing keywords with strong search volume
• Improve local search rankings
• Adapt to emerging service trends in the dental industry
• Make smarter, data-driven decisions to grow your dental practice

Step 1: Identify Your Key Competitors

Start with the obvious: local dental practices offering similar dental services in your area. These are your direct competitors. Then think outside the box—are there cosmetic chains, urgent care clinics, or online services offering dental implants or aligners? These are your indirect competitors.

To identify the top players:

• Google search local keywords like “Invisalign near me” or “best family dentist in [city]”
• Note who consistently ranks at the top of search engine results
• Check their Google reviews, website structure, and content to gain insight into their strengths

Pro Tip: Your biggest competition might not even be the practice across the street—it could be the one five miles away that’s investing heavily in local SEO.

Step 2: Analyze Their Target Keywords (Without Guessing)

This is where keyword research tools like Ahrefs, SEMrush, and Moz come in handy. These digital competitor analysis tools allow you to spy (ethically!) on your competitors' SEO strategies by revealing:

• What target keywords they rank for
• Which pages bring in the most organic search traffic
• Where there are keyword gaps you can fill

If your competitors are ranking for high-volume local keywords like “emergency dentist [city]” or “dental implants near me,” you’ll want to make sure your own SEO strategy includes those same relevant keywords—maybe even better content optimized around user search intent.

Step 3: Evaluate Their Content and Engagement Strategy

Content is still king in SEO. By reviewing your competitors’ blog posts, service pages, and online reviews, you can get a feel for what resonates with your shared target audience.

Look for:

• How often they post content
• Whether they’re writing about specific dental services like implants or veneers
• How they're using meta descriptions, local keywords, and calls-to-action
• Their social media presence and how well they're engaging patients online

This is also a great time to analyze how they're promoting their content. Are they active on social media channels? Sending newsletters? Running ads? The more you know, the better you can tailor your own strategy.

Step 4: Conduct a Comprehensive SEO Audit—For You and Them

Once you know what your competitors are doing, it’s time to take a hard look at your own site.

A comprehensive SEO audit will help you:

• Fix technical SEO issues (like broken links or slow load times)
• Improve your website structure and mobile responsiveness
• Ensure you’re using keyword analysis and keyword usage best practices
• Strengthen on-page optimization like internal linking and title tags

Use tools like Google Search Console, practice management software, or Firegang’s own systems to track your keyword rankings and online visibility.

This step is all about understanding where you stand—and how to leap ahead.

Step 5: Track and Adjust Based on Real Data

SEO isn’t a one-and-done game. You need to continuously monitor keyword rankings, organic traffic, and competitors’ strategies to stay ahead.

Using Google Analytics, Google Search Console, and keyword research tools, keep tabs on:

• What’s working and what’s not
• How changes to your site are impacting search engine rankings
• What your competitors are up to so you’re never caught off guard

Adjust your SEO strategy monthly or quarterly based on performance metrics and current market trends to maintain that competitive edge.

Bonus: Don’t Forget Local SEO

Want to show up in those all-important local search results? Your Google Business Profile (formerly Google My Business) needs to be fully optimized with:

• Updated contact info
• Positive online reviews
• Local keywords
• Service categories and hours

This small step can have a big impact on your local search rankings and get your practice in front of more potential patients nearby.

The Bottom Line: Don’t Just Compete—Lead

Mastering competitor analysis in dental SEO isn’t about obsessing over what the other dental practices are doing. It’s about learning, adapting, and taking control of your own SEO strategy to build the kind of online presence that attracts the right patients—those who pay, stay, and refer.

At Firegang Dental Marketing, we help dentists like you turn SEO insights into action. Whether you need help with keyword strategy, content marketing, or ranking higher in local search results, we’ve got your back.

👉 Ready to boost your online visibility and leave your competitors in the dust?
Book your free practice growth call with Firegang today and get personalized recommendations to grow your dental practice with confidence.