Five dentists, an oral surgery arm, and no 'Book Now' in the navigation

The two things a new patient looks for first — do you take my insurance, and how do I book — were both absent from the navigation of a five-dentist practice. Five named dentists is the strongest E-E-A-T asset in the Georgia book and a real capacity advantage — this practice can absorb volume most single-doctor offices cannot. But navigation is the conversion path, and the two highest-intent destinations were missing from it. Meanwhile the oral surgery pillar, which is where the case value lives, was one of three equal nav items.

Audited September 2026: Blog, appointment and contact forms, extensive service pages, financial information page, WordPress. Navigation is organised by service category — Home, About us, General Dentistry, Oral Surgery, Cosmetic Procedures, Review Us, Contact Us — with no 'Insurance' item and no 'Book Now' item.

Days 0–30: Citation baseline across four assistants, GBP rebuild, page architecture and entity cleanup. Built page depth against the questions patients actually ask, not the treatments the practice sells — symptoms and decisions, because that is what gets cited. Held the Local Pack with a proper GBP rebuild: local health queries return an AI Overview only about 11% of the time against 93% for conditions and symptoms, so the money keywords are still a pack fight.

Days 0–30 — Citation baseline across four assistants, GBP rebuild, page architecture and entity cleanup. Days 31–90 — Symptom and decision content shipped, review engine live, first off-site mention wave. Days 91–180 — Mention velocity sustained, citation rate compounds, freshness cycle running on clinical and service pages.

The programme was run against four targets: AI assistant mention rate from 10% to 29% (+19 pts); Local Pack top-3 coverage on '[treatment] near me' from 26% to 50% (+92%); Non-branded organic new-patient enquiries from index 100 to index 150 (+50%); Review rating, volume and recency from index 100 to index 240 (+140%). These are the targets the work was set and measured against, derived from the published category benchmarks cited on this page — not figures reported back from Gwinnett Family Dental Care's systems. Measured results replace them here as reporting is reconciled.

No, and any agency that guarantees a number is selling you something. Every benchmark on this page is published by a named third party with a live source link, and every figure we report is reconcilable against the raw exports listed under proof — the ad platform change history, the call recordings, and the client-side booking or policy export. That is the standard we hold ourselves to, and it is the standard you should hold any agency to.

Gwinnett Family Dental Care runs at the Authority tier — $5,000/mo, covering AI SEO. Tier is set by the number of markets, the number of service lines and the reporting cadence, not by hours. Scope is agreed before anything is committed.