Dental Group Website Migration

Each practice has its own section of the site with its address, opening hours, team, directions and the treatments it offers. Every location page carries local business schema so search engines understand which practice serves which area. Instead of nine separate domains competing for the same searches, the group now has one authoritative site with nine clearly distinct local pages.

That structure is what local SEO for dental practices depends on. Practice pages now rank in their own towns rather than cannibalising each other, and patients searching for a dentist nearby find accurate, consistent information.

• Per-practice pages with hours, team and directions
• Local business schema on every location
• One brand, one domain, nine local presences

Migrations lose rankings when old URLs simply stop working. Before anything was switched off, every URL on all nine old sites was crawled, exported and mapped to the closest equivalent page on the new site. That produced 412 permanent 301 redirects, all in place before launch, with no page left unmapped.

Google Search Console was used before and after the switch to confirm that the old URLs were being followed to their new destinations and that indexing moved across cleanly. Links from local directories, reviews and social profiles kept working, so patients and search engines arrived in the right place.

The nine old sites each described check-ups, whitening or implants in their own words, often out of date. On the new site each treatment is written once, reviewed once and surfaced under every practice that offers it. When the clinical team updates a description, every practice page reflects the change immediately.

This also made the content stronger. One well-written page per treatment, with clear information for nervous patients, replaced nine thin variations, which is better for patients and for search.

Enquiry and booking forms were integrated with the group’s existing practice management system, so a patient choosing a practice and treatment online creates a request the team can act on without re-typing anything. The forms know which practice the patient is looking at and route accordingly.

Behind the scenes, nine separate website subscriptions were replaced by one hosting arrangement on a custom WordPress theme running PHP 8 and MySQL. Updates, security and backups now happen once for the whole group.