How a Full Rebrand and Domain Migration Kept Patient Demand Growing
The key improvements
A new brand, a new domain, and a fast return to page-one visibility
✓ #1 in Google for "burien dental", with #2 for the cosmetic and family terms
✓ 2,708 tracked patient leads in twelve months, effectively all organic and Google Business Profile, with no meaningful paid search
✓ 3,041 direction requests and 2,082 website clicks from the profile since the relaunch
✓ 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 practice set out to modernize properly: 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 means starting over in Google's eyes. None of the old domain's history or authority comes across automatically, and a practice that gets the migration wrong can lose months of new-patient flow while it waits to be found again.
The job was to launch the new brand, migrate cleanly, and rebuild local and AI visibility fast enough that patients never noticed the switch.
The strategy
Four pillars, in this order
A new brand identity
A new website on a new domain
Local SEO and the Google profile
AI and GEO optimization
The results · The migration arc
A careful migration that returned the practice to page one
As expected during a domain migration, organic rankings dipped through the summer of 2025, then recovered sharply, climbing back to the top of page one by that fall and holding there since. Fifty-two new keywords entered the rankings on a domain that started with none.
| Search term | Position |
|---|---|
| "burien dental" | #1 |
| "burien cosmetic dentist" and "burien family dentist" | #2 |
| "burien dentist" and "family dentist in burien" | #3 |
| "dentist near me", "dentist normandy park", "best dentist normandy park" | Top 5 |
The results · Leads
Where 2,708 patient leads came from
The optimized Google Business Profile is the single largest source by a wide margin. This practice runs no meaningful paid search, so effectively all of this is organic and profile demand.
| Source | Tracked leads |
|---|---|
| Google Business Profile | 1,739 |
| Google organic search | 555 |
| Direct | 211 |
| Other and referral | 203 |
An average of about 226 tracked patient leads a month. Since the relaunch the profile has also produced 3,041 direction requests and 2,082 website clicks on more than 20,600 impressions.
The results · AI search
The most-cited dentist in Burien AI answers
The new brand became Burien's most-cited dental practice in AI answers, despite not existing two years earlier.
It is now the most-mentioned practice in the market as well: 175 brand mentions and 201 citations across ChatGPT, Gemini, Claude and Perplexity, with an overall GEO score of 81 out of 100. For a brand this young, that's the clearest sign the migration worked.
Want a clearer path to more new patients?
How we measured the results
Ranking figures come from Agency Analytics rank tracking for Burien WA on Google, report dated July 2026, which also records an average Google position of 10.2 across the tracked set. Lead data is from our lead-tracking dashboard over the trailing twelve months, counting all lead types. Google Business Profile engagement is from Business Profile Insights since the relaunch. AI-visibility figures are from Visby.ai, a July to August 2026 snapshot.
Lead counts are tracked patient contacts and include some repeat callers, so they aren't a count of unique new patients. There are no guarantees in SEO, ranking on page one today doesn't guarantee the same position tomorrow, and client details are anonymized at the practice's discretion.