A Sydney CBD dental practice generated 19,609 organic clicks and 7,641 commercial clicks — including 1,257 clicks from Invisalign-related searches alone — for an estimated 382 patient leads.
Treatment and cost searches driving patients
Where the 7,641 commercial clicks came from
5% conversion on commercial clicks
Macquarie Dental competes in the Sydney CBD — one of Australia's most competitive dental markets. The practice needed visibility across branded, local, cosmetic, orthodontic, emergency, extraction, implant and root canal search terms, while supporting the site with broader educational content.
The campaign challenges:
A full-spectrum commercial campaign for a full-spectrum dental practice:
Commercial keyword targeting mapped Invisalign, implant, veneer, bonding, root canal, emergency dentist and Sydney dentist searches to dedicated service and cost pages — capturing patients comparing prices and providers.
Local SEO alignment for Sydney and Sydney CBD intent secured position-1 rankings for the practice's brand-plus-location terms (36-39% CTR).
Content optimisation for dental service and cost-related searches, supported by technical SEO, internal linking between service pages, blogs and high-intent landing pages, plus schema and UX improvements.
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Macquarie Dental generated 19,609 organic clicks and 11,794,044 impressions over 16 months — with 7,641 commercial keyword clicks. At a 5% conversion estimate, that is approximately 382 patient leads: the largest commercial SEO result in this portfolio, achieved in Australia's toughest dental market.
| Keyword | Clicks | Impr. | CTR | Avg. Pos. |
|---|---|---|---|---|
| macquarie dental | 2,184 | 7,996 | 27.31% | 2.49 |
| invisalign cost | 414 | 59,188 | 0.70% | 9.56 |
| invisalign cost sydney | 294 | 12,063 | 2.44% | 5.16 |
| plaque removal | 263 | 155,315 | 0.17% | 4.05 |
| macquarie dental sydney | 202 | 552 | 36.59% | 1.04 |
| macquarie dental cbd | 148 | 383 | 38.64% | 1.01 |
| tooth extraction cost | 104 | 11,893 | 0.87% | 13.66 |
| composite bonding sydney | 97 | 8,901 | 1.09% | 7.21 |
| dentist sydney | 81 | 24,711 | 0.33% | 16.10 |
| dentist sydney cbd | 80 | 12,824 | 0.62% | 8.68 |
| Intent Group | Clicks | Est. Leads |
|---|---|---|
| Branded / clinic searches | 3,158 | 158 |
| Invisalign & orthodontics | 1,257 | 63 |
| General / local dentist searches | 666 | 33 |
| Emergency / root canal / extraction | 570 | 28 |
| Cleaning & plaque treatment | 546 | 27 |
| Cosmetic dentistry | 449 | 22 |
| Dental implants | 385 | 19 |
| Other commercial dental services | 512 | 26 |
| Page | Clicks | Impr. | Avg. Pos. |
|---|---|---|---|
| Homepage | 5,247 | 581,339 | 25.03 |
| Cost of Invisalign in Sydney (guide) | 1,468 | 318,565 | 17.15 |
| How to remove plaque from teeth (guide) | 1,139 | 4,946,936 | 7.42 |
| Tooth filling cost in Australia (guide) | 952 | 284,099 | 22.68 |
| Teeth cleaning cost (guide) | 940 | 254,004 | 17.17 |
| Sinus and tooth pain (guide) | 694 | 194,485 | 24.43 |
| About us | 608 | 104,011 | 25.47 |
| Tooth extraction costs (guide) | 541 | 108,145 | 18.95 |
Source: Google Search Console export, Feb 2025 - Jun 2026.
Because no comparison period was available, this case study deliberately does not claim percentage growth. Every figure comes directly from the practice's Google Search Console data, and estimated leads use a conservative 5% conversion rate on commercial clicks only. Informational traffic was reviewed but never counted toward the lead estimate.
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