Case Study 1 -

Case Study 1

Mint Dental, Anchorage, Alaska

Project: Content Audit, SEO Optimisation, and Long-Term Content Strategy.
Client Type: Full-service dental practice with onsite lab.
Visit: Mint Dental, Anchorage

Mint Dental is a well-established, full-service Anchorage practice with its own on-site lab. Although the practice had a strong local presence, the website content was inconsistent, thin in areas, and suffering from outdated SEO tactics.
Key issues identified:

Minimal patient-facing information on treatment pages
Keyword stuffing (especially overuse of the word “Anchorage”)
Missing or broken content pathways
No internal linking structure
Blog content was basic, repetitive, and not aligned with search intent
Overall lack of clarity and optimisation, limiting local visibility

Mint Dental initially approached me to perform a full audit and help realign the site’s content with patient behaviour and modern SEO best practice.

The project began with a full content and SEO audit across all treatment, service, and blog pages. I focused on identifying gaps, weaknesses, and opportunities, while also mapping how patients typically search for and navigate dental information.

From there, I created a structured optimisation and content plan aimed at improving:

Local search performance
Clarity and patient trust
On-site pathways and internal linking
Topical relevance and authority

Phase 1 – Core Fixes and Alignment

Rewrote and aligned treatment and service pages for clarity, trust-building, and improved SEO
Removed keyword stuffing and rebalanced local optimisation
Added internal linking across the site, which had previously been missing
Added external authoritative links to strengthen credibility
Reworked calls to action to be clearer, more helpful, and more consistent

Phase 2 – Content Expansion and Growth

Created a blogging plan built around strategic key phrases and local search intent.
Delivered high-quality, patient-friendly blog content: (4 blogs per month for first 6 months and 2 blogs per month on an ongoing basis thereafter)
Ensured every piece was structured to educate patients, answer key questions, and support search rankings

Within weeks, Mint Dental’s website had a stronger content foundation, clearer pathways, and more informative treatment pages. Blog content shifted from generic and keyword-stuffed to educational, patient-centred articles that build trust and support local search visibility.

Before:

Thin treatment pages with little patient guidance
No internal links
Blog content lacking depth and strategy

After:

Clear, well-structured pages built around patient behaviour
Internal linking throughout the site
A strategic, ongoing blog programme aligned with search intent
Improved clarity, consistency, and authority across the site

Most importantly, the content overhaul helped support long-term client retention and a more sustainable marketing strategy.

“Wow! Thank you for doing such a great job with the content. I do think we should do the blog as well, and we can start on that next month if that works for you?”