Dental care / Local SEO + compliant editorial operations
Aquamarine Dental
Make the claims safe. Then make the service discoverable.
Compliance before content volume
June 2024–May 2025 · Project-owner operating record
01 / The assignment
Project facts
- Period
- June 2024–May 2025 · 12 months
- Retainer
- ~$1,107 / month
- Owner workload
- 8–10 hours / week
- Channels
- Instagram, Google Business Profile and website
Starting point & challenge
Instagram had 214 followers, the website approximately 280 organic visits per month and Google Business Profile 23 reviews. Most patients came through referrals.
The main bottleneck was legal uncertainty: “Are we actually allowed to say this?” Content volume could not solve an unclear approval process.
02 / Responsibility
Owned, delegated, client-side
Project owner
Content and acquisition workflow described in this record; no additional production team is specified.
Client counsel
Worked with the project on approved, prohibited and disclaimer-dependent formulations.
Natalia · clinic owner
Answered real patient questions through voice notes.
Front desk
Collected questions, requested reviews and recorded acquisition sources.
03 / Work log
How the work unfolded
June 2024 · foundation
Create a usable compliance framework
With client counsel, the project separated approved formulations, prohibited formulations and statements requiring disclaimers. Twenty pre-approved text structures reduced repeat review of entire pieces; genuinely new claims still needed review.
Before-and-after imagery was excluded entirely. These were engagement-specific operating rules, not a universal statement of medical advertising law.
First three weeks of question collection
Let patient questions supply the brief
The front desk collected approximately 60 real patient questions. Natalia answered in voice notes. Those explanations became posts, short video, FAQ, GBP content and website service-page material.
A sterilization reel received approximately 96K views against a normal median of roughly 4K–8K. It was treated as an outlier, not a forecast for the next video.
During the engagement
Build local discovery and source discipline
The work included 24 GBP services, recurring photography, weekly updates, Q&A, consistent name/address/phone details across 14 directories and six new locally targeted service pages.
Review requests used a front-desk QR code and an SMS around three hours after appointments. Immediate requests were too early; next-day requests converted worse in the reported timing test. No conversion percentages were supplied.
GA4 tracked phone clicks, forms and online-booking transitions. A front-desk source field was initially completed inconsistently and eventually reached approximately 82% completion.
October 2024 · retention discussion
Agree a checkpoint instead of overstating early evidence
Natalia questioned whether the work was generating patients. Search Console impressions were up 43% versus September, and nine patients were tracked that month. A month-six checkpoint was agreed; by that checkpoint digital accounted for approximately 19% of new patient acquisition.
The source calls this the “month-four” risk but dates it to October after a June start. The calendar date is retained here; a precise month-number reconciliation is not available.
By May 2025 · outcome
Keep acquisition separate from booking convenience
The end-period record reports 1,180 monthly organic visits, 208 GBP reviews and 58 monthly GBP calls. Online booking represented 38% of all appointments, while digital acquisition represented 27% of new patients. These are different denominators.
04 / Operating infrastructure
What made the work repeatable
Claim library
20 pre-approved structures and separate approved, prohibited and disclaimer-dependent wording categories.
Expert-content pipeline
Front-desk questions → Natalia’s voice notes → edited content → appropriate review → channel versions.
Local search inventory
24 GBP services, 14 directory records and six local service pages.
Measurement
GA4 contact events plus front-desk source recording; source completion retained as a reporting caveat.
05 / The difficult part
Failures, constraints & corrections
Humor needed a current-news check
A post about sweets nearly went live during a sensitive regional medical-news cycle. Final review stopped it. A current-news check was added before humorous medical content.
Organic and paid copy needed different rules
One paid reel was rejected because of ad-copy wording, although organic publication itself was not a problem. Paid and organic compliance rules were separated.
The source field was not reliably completed
Adding a field did not make the data complete. Front-desk practice had to change, and even after improvement approximately 18% of source fields remained incomplete.
06 / Reported outcomes
Before & after
GBP reviews
23
208
GBP rating
Not supplied
4.7
Local keyword performance
Outside top 10
Top 3 for 5 of 7 tracked queries
GBP calls
31 / month
58 / month
Organic website visits
~280 / month
1,180 / month
Online booking
Not measured
38% of all appointments
New patients from digital
~5%
27%
From this record to your scope
What would fit your business?
This historical engagement had its own team, budget and scope. Paid acquisition, CRM projects and technical SEO described in these records are not automatically included in today’s monthly publishing package. Past outcomes are not a forecast.
Explore managed social media operations · See the $399 monthly scope and exclusions · Review the material, approval and publishing process