If it doesn't, the patient is booking with the practice ChatGPT named instead. Fix the three signals that get a practice cited, in one weekend, with no agency involvement.
ChatGPT picks practices it can quote cleanly. A FAQ block with five real patient questions and answers, wrapped in JSON-LD, gives the model exactly that. The questions to use: "Do you accept new patients", "What insurance do you take", "What's the cost of a check-up", "Do you do same-day emergency appointments", "How do I book a first visit".
Your address, phone, opening hours, accepted insurance and primary procedure types, all marked up so AI models can anchor your practice to a real location. Most dental sites have nothing. Adding a single Dentist LocalBusiness JSON-LD block typically lifts citation rate within 14 days.
Primary category as "Dentist" or your specialism. Every secondary category slot used (Family Dentist, Emergency Dentist, Pediatric Dentist, etc, where they apply). Description rewritten in 750 characters. New photos every 30 days. AI models cross-reference your site against your GBP and weight you down for any mismatch.
Fix those three, in that order, and your practice starts appearing in ChatGPT, Perplexity and Claude answers for "best dentist in {town}" inside a month.
If you'd rather skip the explanation and just paste the code, here's the FAQ block. Replace the questions and answers with yours. Drop it into the <head> of your homepage.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{"@type": "Question",
"name": "Do you accept new patients?",
"acceptedAnswer": {"@type": "Answer",
"text": "Yes, we are accepting new patients. Call us on (xxx) xxx-xxxx or book online to get started."}},
{"@type": "Question",
"name": "What insurance do you take?",
"acceptedAnswer": {"@type": "Answer",
"text": "We accept most major insurance plans including Delta Dental, Cigna, MetLife and Aetna. Call us to confirm your specific plan."}},
{"@type": "Question",
"name": "How much does a check-up cost without insurance?",
"acceptedAnswer": {"@type": "Answer",
"text": "A new patient exam, X-rays and cleaning is typically $XXX without insurance. We offer payment plans for larger procedures."}}
]
}
</script>
The full workbook has the matching LocalBusiness Dentist block, the Google Business Profile checklist, and a fill-in-the-blank for the homepage opener line. $15 one-off.
$15, paste-and-go workbook: 22 pages, all the schema blocks pre-filled for dental practices, a 30-day plan. You do the typing.
$197, done-for-you audit: we run the analysis on your specific practice, write the code, deliver a branded PDF in 24 to 48 hours. You hand it to your web person.
Most do. The $197 audit is shaped exactly for this. We deliver a finished PDF with the code blocks ready, your manager pastes them in the right places, takes about 30 minutes. No agency, no retainer.
Yelp and Google Ads pay for placement. AI search citations are earned through structure. There's no bid. Once the schema is on your site, ChatGPT references it forever (or until you change it). Closer to a one-time investment than ongoing spend.
No, the opposite. FAQ schema and LocalBusiness schema both help Google understand your site too, and Google rewards both with rich results in normal search. The same code does double duty.
Specificity wins. The single-location family practice that mentions a specific neighbourhood, insurance plan and procedure beats the chain brand's generic content every time, because ChatGPT prefers the answer that fits the question. Smaller geo, more specific copy, better citation rate.
Honest answers, no sales call. Email Bob direct.