Building Organic Discovery From Zero
Advanced Dentistry needed a new digital foundation that could clearly communicate its services, support local discovery, and turn search demand into measurable site traffic and patient inquiries.
Chroma designed and built the website from the ground up, then developed the search architecture, technical foundation, local discovery strategy, and measurement system around it.
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Strategy, then the website build, then the search architecture and technical foundation under it, then local discovery, then the measurement around it — in that order, because each stage is what the next one stands on. The practice operates three offices, so the site had to work as three local businesses and one brand at the same time. Alongside the build sits an editorial system for a large body of clinical content: every post routed through a named-clinician review before it can be published or indexed, with an explicit backlog separating what is approved, what is awaiting review and what is deliberately kept out of the index. The point of the engagement is the operating system, not the rankings: identify the digital problem, build the underlying system, and measure whether it is working.
- Website Strategy
- Website Design & Build
- Information Architecture
- Technical SEO
- Local Search
- Content Architecture
- Conversion Paths
- Analytics & Measurement
- The three locations are one brand and three local businesses at once — the headline carries all three rather than making the visitor choose first.
- Every clinical claim on the site runs through a named-clinician review before it can be published or indexed; the editorial backlog behind that is the deliverable as much as the pages are.
Next.js
The project began with a new website rather than an established organic-search baseline.
The challenge was to build the digital foundation correctly from the start: making the practice easy to understand, easy for search engines to crawl and interpret, and easy for prospective patients to discover through relevant local and service-based searches.
- Designed and built the new website in Next.js.
- Structured service and location information around what a patient is searching for: a hub for each treatment, and a page for each of the three offices.
- Created the site architecture and the relationships between pages — treatment hubs, office pages, and the topic clusters and glossary that link supporting content back to them.
- Implemented the technical foundation — indexation, canonicals and structured data — and decided page by page what is crawled and indexed, keeping clinical posts that have not passed clinician review out of the index.
- Built clearer conversion paths for appointment inquiries: a call and a request-an-appointment action throughout, and a sticky call to action on mobile.
- Implemented measurement — Search Console, Bing Webmaster Tools and consent-gated analytics — as an ongoing framework for reading organic performance, not a one-off report.
- Google Search impressions
- 80K
- Organic clicks
- 1.34K
- Average CTR
- 1.7%
- Average search position
- 22.7
Performance since launch in March 2026.
