A Full Rebrand, a New Domain, and the Most Visible Dentist in Burien
The key improvements
A clean migration, then the most visible dental practice in Burien
✓ 16 keywords in the top 3, and every keyword that ranks sits in the top 10
✓ 4.98 stars across 638 patient reviews, carried straight through the rebrand
✓ 3,079 direction requests, 2,098 website clicks and 1,669 click-to-call actions from the profile, on 21,368 impressions
✓ New patients arriving directly from ChatGPT under a brand that didn't exist two years ago
The challenge
How we protected patient demand during a full brand and website transition
An established Burien, Washington practice decided to modernize completely: a new name, a new logo, a new website, and a new domain to match. That last piece is the one that keeps marketers up at night.
Moving to a brand-new domain is a real risk. The site starts over in Google's eyes, and none of the old domain's history or authority carries automatically. Get the migration wrong and the phone goes quiet.
Our job was to launch the new brand, migrate cleanly, and rebuild local and AI visibility fast, so the practice kept its patient flow through the transition instead of losing a season of new patients.
The strategy
Four pillars, in this order
Brand identity
A new website on a new domain
Local SEO and Google Business Profile
AI and GEO optimization
The results · The migration arc
A careful migration, then a climb to a 3.5 average rank
Rank tracking tells the story plainly. As expected during a domain migration, rankings dipped through the summer, then recovered and kept climbing. The average tracked position now sits at 3.5, and Search Console impressions have grown from roughly 6,000 a month at the start of tracking to more than 20,000 a month.
| Keyword | Position |
|---|---|
| "emergency dentist normandy park" | #1 |
| "dentist near me" (local) | #2 |
| "burien cosmetic dentist" | #2 |
| "burien family dentist" | #2 |
| "best dentist normandy park" | #2 |
| "dentist burien" | #5 |
Sixteen keywords now sit in the top 3, and every keyword that ranks is in the top 10.
The results · The local map pack
Top-3 on the map at 43 of 55 grid points
Rankings are one thing. Owning the map is what fills the schedule. Across a 55-point grid covering Burien and the surrounding neighborhoods, the practice holds a top-3 map position at 43 of those 55 points for "dentist burien," an average map rank of 2.6. For the people searching within a few miles of the office, this practice is one of the first three they see.
The results · Reputation
4.98 stars across 638 reviews, carried through the rebrand
A rebrand can reset a practice's reviews if it's handled carelessly. This one didn't lose a step. The practice now holds a 4.98-star rating across 638 reviews, with consistent profiles across Google, Yelp, Facebook, and Zocdoc. That rating is doing quiet work in every search result and every AI answer that mentions the practice.
The results · Leads
Where 2,710 patient leads came from
Over the past 12 months the practice generated 2,710 tracked patient leads, about 226 a month.
| Source | Leads |
|---|---|
| Google Business Profile | 1,767 |
| Organic search | 615 |
| Direct | 210 |
| Referral and other | 118 |
The optimized Google Business Profile is the single largest source by a wide margin, and effectively all of this is organic and Business Profile demand. A handful of new patients even came in directly from ChatGPT. Since the relaunch the profile has also produced 3,079 direction requests, 2,098 website clicks and 1,669 click-to-call actions on 21,368 impressions.
The results · AI search
The dentist AI names when someone asks in Burien
When someone asks an AI assistant for a dentist in Burien, this practice is the one it names. We track this two ways, and both agree.
On Google's AI Overviews (BrightLocal), the practice is named in 86% of local dental answers at an average position of #1.3, with a visibility score of 76 out of 100, roughly double the nearest competitor. Its website is the single most-cited source in those answers.
Across ChatGPT, Gemini, Claude, and Perplexity (Visby), it's the #1 most-mentioned brand in the market and the #1 most-cited domain, ahead of the next practice by a wide margin, with a GEO score of 81 out of 100 that has climbed from 68 at launch.
| Patient question (Burien, WA) | Named in AI answers |
|---|---|
| "What are the best dental practices in Burien?" | 92 / 100 |
| "Which dentist in Burien can help me feel confident about my smile?" | 89 / 100 |
| "I have a dental emergency in Burien, where do I go?" | 88 / 100 |
| "Dentist that does same-day appointments in Burien?" | 82 / 100 |
| "How much do porcelain veneers cost in Burien?" | 80 / 100 |
Thinking about a rebrand, or a new site?
How we measured the results
Ranking figures are from our rank tracking for Burien, WA (Google). Local map results are from a 55-point local grid scan. Review data is from reputation monitoring across directories. Lead data is from our lead-tracking dashboard over the trailing 12 months and includes all lead types. AI visibility is from two independent tools: BrightLocal for Google AI Overviews, and Visby for ChatGPT, Gemini, Claude, and Perplexity. Business Profile engagement is from Google Business Profile insights.
Tracked leads are patient contacts and include some repeat callers, so they aren't a count of unique new patients. There are no guarantees in SEO, and ranking well today doesn't guarantee the same position tomorrow. Client details anonymized at the practice's discretion.