CASE STUDY · LOCAL SEO · GOOGLE BUSINESS PROFILE

How a Puyallup Practice Generated 1,867 Patient Inquiries Through Local Search

A steady patient-acquisition engine that runs on local search. Over twelve months this Puyallup and South Hill practice produced 1,867 tracked patient leads, roughly 98% of them organic, with the Google Business Profile doing most of the work.

A dental practice, Puyallup WAPuyallup and South HillLocal SEO · Google Business ProfileAbout 98% organic

1,867

Tracked patient leads in a year, about 156 a month

98%

Of leads came from organic sources

73%

Tied to the Google profile and local results

1,309

Direction requests, plus 542 website clicks

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The key improvements

Patient demand built through local visibility, not ongoing ad spend

Tracked patient leads a month

Untracked→~156

1,867 across the year

Share of leads from organic sources

Unknown→~98%

Roughly 2% paid

Leads tied to the Google profile

Assumed the website→~73%

1,360 of 1,867 tracked leads

Patient actions from Google Maps

Not measured→1,851

1,309 direction requests and 542 website visits from Google Maps

✓ 1,867 tracked patient leads in twelve months, about 156 a month across calls and forms

✓ Close to three quarters of them through the Google Business Profile and local results

✓ 1,309 direction requests and 542 website clicks from the listing over the year

✓ New patients starting to arrive from AI search, including tracked leads from ChatGPT

The challenge

Building a lasting local-search channel across Puyallup and South Hill

This Puyallup and South Hill practice wanted to grow new-patient volume through local search rather than paid advertising. Not as a cost-saving exercise, but because organic demand keeps producing after the invoice stops.

The catch with organic growth is that it's easy to do badly and hard to prove. Without call and form tracking to source, a practice can spend a year on SEO and never know whether the new patients came from the work, the reviews, or luck.

So the program started with tracking, then built the local footprint on top of it.

The strategy

Four pillars, all measured

Google Business Profile optimization

A fully built-out profile: categories, services, photos and posts kept current, with an active review engine to strengthen local ranking and the trust that decides whether a patient calls.

Local SEO across two communities

Service plus location targeting across both Puyallup and South Hill, with consistent name, address and phone data across the directories so the two areas reinforce each other instead of splitting the signal.

Content and AI visibility

Service and answer-style pages aligned to how local patients actually search, structured so AI assistants can extract the answer and cite the practice for it.

Lead tracking from day one

Every call and form captured in our lead-tracking dashboard and attributed to source, so the reporting shows real patient leads by channel rather than clicks and impressions.

The results · Where the leads come from

Google Maps became the primary path to new patients

Over the trailing twelve months the practice generated 1,867 tracked patient leads, about 156 a month, with roughly 98% arriving through organic sources. The Google Business Profile and local results account for close to three quarters of everything.

Source	Tracked leads
Google Business Profile and local	1,360
Google organic search	269
Direct	151
Other search and referral	56
Paid	31

New patients are also beginning to arrive from AI search, including tracked leads from ChatGPT.

The results · The profile

The profile actions that show patients are ready to visit

The optimized profile drives consistent real-world action: 1,309 direction requests and 542 website clicks over the year. Direction requests are the most telling number on that list. A patient asking Google how to get there has already decided.

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No long-term contracts · Dental-only focus · Real reporting you can actually read

How we measured the results

Lead figures come from our lead-tracking dashboard, meaning call and form tracking, over the trailing twelve months and counting all lead types. Google Business Profile engagement is from Business Profile Insights, measured over 10,687 profile impressions. All figures reflect a single practice location.

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, local visibility today doesn't guarantee the same tomorrow, and client details are anonymized at the practice's discretion.