CASE STUDY: From Red to Ranking #1 Across the Grid – How We Took a Dental Practice to the Top in Evansville, IN

This comprehensive case study documents the complete transformation of a dental practice in Evansville, Indiana, from local obscurity to local market dominance. In just 6 weeks, we achieved a 93% Share of Local Visibility (SoLV) and secured #1 rankings across 80%+ of a 13x13 geo grid (169 node points) for multiple keywords. This wasn't luck—it was the result of a systematic, data-driven approach that combined advanced Google Business Profile (GBP) optimization, hyperlocal content strategy, and behavioral signals we built for client.

Key Results:

• Share of Local Visibility: 21% → 93% (+342% increase)
• Average Grid Rank: 16.74 → 2.42 (85.5% improvement)
• Top 3 Rankings: <20% → 97% of grid points #1
• Rankings: Nearly 0% → 80%+ of grid points
  

Client Deep Dive

Before diving into tactical implementation, understanding the client's starting position and market dynamics was essential for developing an effective optimization strategy. Our assessment focused on market opportunity, competitive landscape, and business readiness -analysis that shaped every strategic decision throughout the campaign.

This comprehensive evaluation revealed specific opportunities and hidden keywords that became the foundation of our winning strategy and ensured we focused on optimization tactics that would generate maximum impact in this specific market context.

• Location: Evansville, Indiana (Population ~116,000)
• Industry: General & Family Dentistry
• Primary Keyword: Dentist Evansville
• Secondary Keywords: "Family dentist Evansville," "Emergency dental Evansville," "Cosmetic dentist Evansville"
• Grid Configuration: 13x13 (1-mile spacing between points)
• Total Measurement Points: 169
• Campaign Duration: 6 weeks (June 11 - July 3, 2024)
  

Market Gaps Identified:

• No practice dominated the West Side neighborhoods
• Emergency dental searches were underserved
• Cosmetic dentistry had weak local presence
• Mobile searches showed inconsistent results across grid points
  

Client Starting Position

• Years in Business: 8 years
• Specialties: General dentistry, cosmetic procedures, emergency care
• Previous Marketing: Minimal digital presence, occasional running Meta Ads

Pre-Optimization Audit

This audit phase was crucial because it established baseline metrics for measuring improvement and revealed the root causes of poor local performance. Rather than making assumptions about ranking factors, we conducted systematic analysis across all dimensions of local SEO to understand exactly why the business was struggling to achieve visibility.

Our audit evaluated the client across technical, content, competitive, and behavioral dimensions. This comprehensive approach ensured we didn't miss critical issues that could limit campaign success or identify opportunities that competitors had overlooked.

Technical SEO Baseline

• Google Business Profile Status: Verified but completely unoptimized
• Website Technical Score: 67/100 (Pagespeed Insights)
• Local Schema Implementation: None
• NAP Consistency: 73% across directories
• Review Profile: 4.2 stars, 23 reviews total
• Backlinks profile: Pretty weak
  

Grid Performance Analysis

Our initial 13x13 grid analysis revealed critical weaknesses:

Visibility Breakdown by Zone:

• Downtown Core (3x3 center): Average rank 8.2
• North Side (Lincolnshire/Melody Hill): Average rank 18.7
• West Side (Howell/Westside): Average rank 22.1
• East Side (Eastland/Eastbrook): Average rank 19.4
• South Side (Newburgh vicinity): Average rank 15.9
  

Critical Issues Identified:

• Zero proximity signals beyond street address
• No neighborhood-specific content or local landing pages
• Weak entity associations with Evansville landmarks/areas
• Poor mobile experience affecting local mobile searches
• Inconsistent business information aka NAP across local directories

Content Gap Analysis

• Homepage: Generic dental content with no local relevance
• Service Pages: No location-specific variations
• Blog: Completely absent
• Local Pages: Non-existent
• FAQ Section: Missing entirely

Strategic Implementation Framework

Our transformation strategy was built on a systematic, four-phase approach designed to maximize impact while maintaining sustainable growth. Each phase was carefully timed to build upon the previous phase's foundation, ensuring that every optimization effort reinforced our overall local authority.

The key insight driving our framework was understanding that Google's local algorithm evaluates businesses across multiple dimensions simultaneously. Rather than focusing on individual ranking factors in isolation, we orchestrated a comprehensive campaign that addressed relevance, proximity, prominence, and user experience signals in a coordinated manner.

Our Four-Phase Strategic Approach:

1. Foundation Building - Establish basic local authority and technical excellence
2. Content Domination - Create comprehensive local content ecosystem
3. Authority Building - Develop trust signals and backlinks
4. Engagement Engineering - Drive behavioral signals that reinforce local relevance. This could be using CTR techniques and even Google Ads as well as far as client allow the budget to perform paid ads.
   

Let's examine each phase in detail, including the strategic rationale, tactical execution, and measurable outcomes that drove our success.

Phase 1: Foundation Building (Weeks 1-2)

The foundation phase was critical because Google's local algorithm heavily weights the completeness and optimization of business profiles. A poorly optimized GBP acts as a ceiling on local rankings, regardless of other optimization efforts. Our goal was to eliminate this ceiling while creating the technical infrastructure necessary for advanced local SEO tactics.

Google Business Profile Transformation

Primary Category Optimization:

• Selected: "Dentist" (highest search volume, clearest intent)
• Rejected Alternatives: "Dental Clinic" (too generic), "Oral Surgeon" (too specific)
  

Secondary Category Strategy: We added strategic secondary categories to capture broader search intent:

• "Cosmetic Dentist" (targets aesthetic procedures)
• "Dental Clinic" (captures clinic-related searches)
• "Emergency Dental Service" (high-value, low-competition keywords)
• "Teeth Whitening Service" (specific, high-margin service)
  

Services Section Overhaul: Transformed generic services into geo-enhanced, search-optimized listings. You can use the tools like GMB Everywhere to perform a quick audit on your competitors and see what additional services they have added which is missing in your case. Perform the same for atleast 5-6 competitors to start with.

Business Description Enhancement: Created a 750-character description maximizing local entity signals:

"Dr. Sarah Patel(dummy name used) has served Evansville families for 8 years from our convenient West Side location. We provide comprehensive dental care including emergency services, cosmetic dentistry, and family treatments. Our modern facility near Highway 41 serves patients from Lincolnshire, Melody Hill, Howell, and throughout Vanderburgh County. Accept most insurance plans. New patients welc ome - call for same-day appointments."

Photo Strategy Implementation: Uploaded geo-tagged photos across strategic categories:

• Exterior shots: Building with visible street signs and landmarks
• Interior photos: Modern equipment, clean facilities
• Staff photos: Dentist and team in clinic setting
• Neighbourhood context: Photos showing proximity to local landmarks
• Patient experience: Waiting room, treatment rooms etc

Website Technical Optimization

Core Web Vitals Improvement:

• Largest Contentful Paint(LCP): 4.2s → 1.8s
• First Input Delay: 180ms → 45ms
• Cumulative Layout Shift: 0.15 → 0.05
  

Mobile Optimization:

• Implemented responsive design for local mobile searches
• Added click-to-call buttons prominently
• Add Google Maps embeds at the bottom of the page to build local relevance
• Created mobile-first contact forms and also a local elements to help someone reach the location from nearest POI (Point of Interest)
• Added Page level schemas
  

Phase 2: Content Domination (Weeks 3-4)

Establish topical authority and geographic relevance through comprehensive content that serves genuine local search intent while creating internal linking opportunities that reinforce our local entity signals.

With our technical foundation solidified, we shifted focus to content creation that would demonstrate deep local knowledge and serve the specific needs of Evansville searchers. This phase was designed to address a critical gap we identified in the competitive landscape—no local dental practice was creating content that truly served hyperlocal search intent.

Our content strategy was built on three core principles:

1. Geographic Specificity - Every piece of content would target specific neighborhoods and local contexts. We call them GEO Pages.
2. Search Intent Alignment - Content would directly answer the questions Evansville residents ask about dental care aka Info Articles to build topical relevancy.
3. Entity Relationship Building - Content would strengthen our association with Evansville landmarks, neighborhoods, and local institutions. We call them Geo Networks on our Legiit Store.
   

Local Landing Page Architecture

Primary Local Page Creation: Built a comprehensive "Dentist Evansville" landing page with strategic content architecture:

H1: "Looking for a Trusted Dentist in Evansville, IN?"

H2 Structure:

• "Why Choose Our Evansville Dental Practice?"
• "Comprehensive Dental Services for Evansville Families"
• "Convenient West Side Location Serving All of Evansville"
• "Easy Directions from Your Evansville Neighborhood"
• "What Our Evansville Patients Say"
  

Neighborhood Integration Strategy: Created dedicated sections targeting micro-locations:

Interactive Elements:

• Embedded Google Maps with driving directions
• Appointment booking widget with Evansville-specific messaging
• Insurance verification tool for local plans
• Emergency contact section for after-hours Evansville patients
  

Pro Tip: For Agencies, it’s best to create some GEO Pages Elementor Template and when you get any client onboard, simply upload that template and make necessary changes to the page content and images.

Hyperlocal Blog Content Strategy

Example Blog Post: Top 5 Reasons to Choose a Local Dentist in Downtown Evansville

• Target Keywords: dentist downtown Evansville, local dental care
• Local Elements: References to Evansville landmarks, parking information, local business partnerships
• Internal Links: Connected to other services pages

Content Amplification Strategy:

Phase 3: Authority Building (Weeks 5-6)

By week 4, we had established strong foundational signals and created comprehensive local content. Now we needed to build the trust and authority signals via backlinks that would differentiate us from competitors and convince Google's algorithm that we deserved premium local rankings.

This phase focused on the more authority building backlinks that many businesses overlook. While our competitors were focused on basic optimization, we implemented advanced strategies that created significant competitive advantages:

Citation Building and NAP Consistency

Beyond standard citations, we implemented our DFY High-Impact Local Citations system to ensure comprehensive coverage across 90+ verified local directories with guaranteed indexing. This systematic approach eliminated the time-consuming manual work of citation building while ensuring consistent NAP data across all platforms. Make sure your NAP is all consistent so as to avoid any confusion at later stage.

Authority Link Building Strategy: To complement our local optimization efforts, we strengthened the overall domain authority through strategic link acquisition. Our Premium Australian PBN Links & DFY Niche Edits service provided geographic diversity in our backlink profile, while maintaining relevance through health and wellness themed placements. This international link diversity helped establish broader topical authority that reinforced our local expertise.

Phase 4: Engagement (Weeks 5-6)

The final phase of our campaign focused on engineering the user behavior signals that Google increasingly relies upon to determine local rankings. While traditional local SEO focuses heavily on technical factors, Google's algorithm has evolved to incorporate real user behavior as a key ranking signal.

Our research indicated that Google monitors several behavioral metrics for local businesses:

• Click-through rates from local search results
• Time spent on website after clicking from local results
• Return visitor rates and repeat engagement
• Review velocity and engagement with reviews
• Direct search volume for business name and brand terms
• Phone calls generated from local listings
  

This phase required a coordinated approach that combined legitimate marketing tactics with local SEO strategy. We needed to drive genuine user engagement while ensuring all signals reinforced our local relevance and authority.

Engagement Strategy:

1. Google Posts - Maintain active, engaging business profile
2. Review Management - Drive fresh reviews with local keyword reinforcement
3. Paid Search - Generate behavioral signals through strategic ad campaigns
4. Social Proof - Create testimonials and case studies featuring local patients
   

The engagement engineering phase was where technical optimization met real marketing results. By driving genuine user engagement, we created a virtuous cycle where improved rankings led to more visibility, which generated more engagement, which further improved rankings.

Google Posts Strategy

Post Type Distribution:

• Offers (40%): "$99 New Patient Special," "Free Consultation Friday"
• Updates (30%): "New Equipment Arrival," "Extended Hours This Week"
• Events (20%): "Community Health Fair," "Free Dental Screening Day"
• Products (10%): "Introducing Invisalign," "New Whitening Options"
  

Sample Optimized Post:

🦷 New Patient Special for Evansville Families!

$99 comprehensive exam, X-rays, and cleaning for new patients. Dr. Patel is welcoming new families from Lincolnshire, Melody Hill, and all of West Side Evansville.

📍 Convenient location off W Franklin St

🚗 Easy parking available

📞 Call (812) 555-0123

Book online or walk-ins welcome!

#EvansvilleDentist #FamilyDental #NewPatientSpecial

Public Relations and Media Coverage: To amplify our local authority signals, we secured media coverage through our Premium Press Release distribution network. The press release highlighted Dr. Patel's community involvement and the practice's commitment to serving Evansville families, generating coverage across local health and community news outlets. This media coverage created additional citation opportunities and reinforced our local expertise through third-party validation.

Results Analysis and Performance Metrics

After six weeks of systematic implementation across all four phases, the transformation was nothing short of remarkable. The data revealed not just improvement, but complete local market domination that exceeded even our most optimistic projections.

Traditional approaches suggest that meaningful local ranking improvements require 3-6 months of sustained effort. Our results prove that when strategy, execution, and market opportunity align, dramatic improvements can happen in a fraction of that time.

Let's examine the specific metrics that demonstrate the scale of our success and what these improvements meant for actual business performance.

6-Week Transformation Summary

Primary KPIs:

• Share of Local Visibility: 21% → 93% (+342%)
• Average Grid Rank: 16.74 → 2.42 (-85.5%)
• Top 3 Rankings: 19% → 97% (+411%)
• #1 Rankings: 3% → 83% (+2,667%)
  

Grid Performance by Geographic Zone

Downtown Core (3x3 center grid):

• Before: Average rank 8.2
• After: Average rank 1.4
• Improvement: 83% better positioning
  

North Side (Lincolnshire/Melody Hill):

• Before: Average rank 18.7
• After: Average rank 2.1
• Improvement: 89% better positioning
  

West Side (Howell/Westside):

• Before: Average rank 22.1
• After: Average rank 1.8
• Improvement: 92% better positioning
  

East Side (Eastland/Eastbrook):

• Before: Average rank 19.4
• After: Average rank 2.9
• Improvement: 85% better positioning
  

South Side (Newburgh vicinity):

• Before: Average rank 15.9
• After: Average rank 3.1
• Improvement: 81% better positioning
  

The guide is organized chronologically to ensure proper sequencing of optimization efforts. Some tactics are interdependent and must be completed in specific order to achieve maximum impact. Following this sequence is crucial for replicating our results.

Using This Implementation Guide:

• Complete items in chronological order within each phase
• Monitor performance metrics throughout implementation aka keep an eye on Rank Tracker to make sure we don’t go wrong.
• Adjust tactics based on early performance indicators
• Maintain consistent effort across all phases rather than rushing individual components
  

Week 1-2 Checklist: Foundation Building

Google Business Profile:

• [ ] Verify primary and secondary categories
• [ ] Complete all GBP profile fields (100% completion)
• [ ] Upload 10+ geo-tagged photos
• [ ] Write optimized business description
• [ ] Add all services with location modifiers
• [ ] Set accurate business hours and holiday schedules
• [ ] Enable messaging and appointment booking
• [ ] Create first Google Post

Website Technical:

• [ ] Audit and fix Core Web Vitals
• [ ] Implement local schema markup at Page level
• [ ] Add click-to-call buttons
• [ ] Embed Google Maps
• [ ] Install Google Analytics and Search Console
  
• Week 3-4 Checklist: Content Domination
  

Local Landing Page:

• [ ] Create dedicated location page
• [ ] Optimize title tag and meta description
• [ ] Include neighborhood-specific content
• [ ] Add driving directions from major areas
• [ ] Embed customer testimonials for EEAT
• [ ] Include FAQ section with local intent
• [ ] Internal link from homepage and navigation
  

Blog Content:

• [ ] Research local keyword opportunities
• [ ] Create editorial calendar (4+ posts)
• [ ] Write hyperlocal content with neighborhood focus
• [ ] Add internal links to service pages

Week 5-6 Checklist: Authority and Engagement

Citation Building:

• [ ] Audit existing citations for consistency
• [ ] Submit to top 20 local directories
• [ ] Focus on industry-specific sites
• [ ] Ensure NAP consistency across all platforms
• [ ] Monitor for duplicate listings
• [ ] Claim and optimize social media profiles if not done already
  

Ongoing Optimization:

• [ ] Weekly Google Posts with local content
• [ ] Monthly local content creation
• [ ] Quarterly citation audit and cleanup
• [ ] Ongoing review management
• [ ] Performance monitoring and reporting via Grid Trackers
• [ ] Competitor analysis and adjustment when required.