One of the parts of our work we love most is educating dentists on the best practices for digital marketing. Done correctly, online marketing should be a revenue generating machine for your dental practice, not another cost centre that reduces your bottom line.
While dental school gave you the tools to care for patients, it likely didn’t teach you much about how to attract them online. That’s where digital marketing comes in, and more specifically, the difference between owning space on Google (SEO) and renting space on Google (SEM).
Let’s break it down in simple terms, so you can focus on what matters most: delivering great care while ensuring your practice continues to grow.
SEO vs SEM: What’s the real difference?
Many marketing agencies will talk to you about search engine marketing (SEM), which is another term for paid Google ads. These ads can be effective in some situations, but they only work as long as you keep paying. The moment you stop your ad budget, your visibility disappears. That’s why we call it renting space on Google. You’re temporarily showing up, but not building anything that lasts.
Search engine optimization (SEO), on the other hand, is about owning space. When your website is properly optimized, it ranks on its own for key searches in your area like “dentist near me” or “emergency dentist in Toronto”. These rankings are earned, not paid for. They don’t go away when you stop spending money on ads. In fact, they build over time.
At clickguru, we’ve been helping dentists build that long-term visibility for over a decade. We believe SEO is the foundation of a smart digital marketing strategy because it puts you in front of the right patients when they need you most, and it keeps paying off long after the work is done.
Why owning your Google rankings matters
Think of Google like real estate. The top spots on the search results page are prime locations. When your website ranks organically in those spots, it’s like owning property in a high-traffic area. You don’t have to fight for attention every month or bid against competitors for ads. You become trusted, visible, and ready to receive patients who are already searching for your services.
This kind of visibility doesn’t happen overnight, but once it’s built, it becomes a steady stream of opportunity. Patients trust organic search results more than paid ads. They’re more likely to click, book, and stay loyal.
SEM, on the other hand, is like putting up a billboard that disappears the moment your campaign ends. It’s great for short-term traffic, but it doesn’t build any equity.
What Good SEO really looks like for dentists
A lot of people claim they “do SEO,” but dental SEO requires a very specific approach. It’s not about tricking Google. It’s about aligning your site with how real patients search.
Here’s what makes the difference:
- Your website needs to load quickly, look good on mobile, and be easy to navigate. Google uses these factors to determine how helpful your site is.
- You need clear service pages for treatments like cleanings, implants, root canals, and emergencies. Each of these is a chance to show up in search when someone needs help.
- Google needs to know your location. That means optimizing for local search, making sure your business profile is up to date, and collecting reviews from happy patients.
- Content matters. Blogs and FAQs are opportunities to answer the questions people are typing into Google. The more helpful your site is, the more Google wants to show it.
Your approach should be all about turning your online presence into a revenue-generating machine. Track everything: where your traffic is coming from, what people are searching for, and how they move through your site. Then use that data to fine-tune your strategy and help you grow.
Turning marketing into a revenue generator
Here’s something many dentists don’t realize: digital marketing shouldn’t be a cost centre. If your marketing isn’t bringing in new patients every month, it’s not working.
Our approach at clickguru is all about turning your online presence into a revenue-generating machine. We track everything: where your traffic is coming from, what people are searching for, and how they move through your site. Then we use that data to fine-tune your strategy and help you grow.
That means you don’t have to guess whether your marketing is working. You’ll see it in your schedule, your reviews, and your bottom line.
Stop renting. Start building
If your practice is currently relying on Google ads to bring in traffic, it might be time to reconsider. Ads can support your growth, but they shouldn’t be the foundation. They’re too unpredictable, too expensive, and too temporary.
A strong SEO strategy gives you stability, authority, and long-term value. It helps you own your place in your community and build a reputation that draws patients in for years to come.
Digital marketing for dentists doesn’t have to be complicated. You just need the right partner, a clear strategy, and the patience to build something lasting.
About the author:
Howard Brass is founder and Chief Guru of clickguru, a leading digital marketing agency that has been helping dentists grow their practices for over a decade. With a proven platform built specifically for dental professionals, we specialize in driving new patient leads through targeted SEO, high-converting websites, and smart digital advertising strategies. Our team understands the unique needs of dental clinics from family practices and specialists to multi-location offices.
Book your FREE demo today by emailing info@clickguru.com or calling 844.744.6649. Let us show you how we can help your practice thrive. Visit clickguru.com for additional information.
