In a city as vibrant and competitive as Auckland, businesses with multiple locations face a unique challenge: how to ensure each site gets the visibility it deserves. With different neighbourhoods and local markets to cater to, creating a unified yet localised online presence is no easy feat.
For leading orthodontic practices like Shakespeare Orthodontics, the challenge is even greater. Patients don’t just search for “orthodontist”—they want the best orthodontist near them, wherever they happen to be in Auckland . This means Shakespeare Orthodontics needs to rank well as a brand, and for each of its four locations across Auckland.
Here’s a step-by-step guide on how a practice like Shakespeare Orthodontics can rise to the top, making their name synonymous with trusted orthodontic care in every corner of a city like Auckland.
1. Optimising Google Business Profiles (GBPs)
Think of Google Business Profiles as the digital front door to each location. For Shakespeare Orthodontics, each clinic needs its own GBP optimised to stand out in local searches. You can see the GBP for their Takapuna Clinic here.
Here’s how:
- Make sure the Name, Address, and Phone Number (NAP) are 100% accurate and consistent across all profiles.
- Write unique descriptions for each clinic. For example:
- Epsom Location: “Conveniently located for central Aucklanders, our Epsom clinic offers cutting-edge Invisalign and braces treatments.”
- Takapuna Location: “North Shore families trust our Takapuna team for their warm, expert orthodontic care.”
- Post updates like success stories, promotions, or local events.
Bonus Tip: Add high-quality photos of the clinics, staff, and even fun patient moments (with consent, of course). These human touches help patients connect before they even walk in the door.
2. Creating Location-Specific Website Pages
Each location deserves its own dedicated page on the Shakespeare Orthodontics website. Why? Because Google loves relevance, and showing local expertise is key.
What to include on each page:
- Customised Content: Highlight the team and services specific to that location. For example, “Our Howick team specialises in Invisalign for teens.”
- Local Keywords: Sprinkle in terms like “Orthodontist in Takapuna,” “Braces near Epsom,” and “Auckland Invisalign experts.”
- Google Maps Embed: Make it easy for people (and Google!) to find the exact location.
- Local Testimonials: Nothing builds trust like hearing from happy patients nearby.
These pages should answer every potential question: Where is it? What services are offered? Why should I go there?
You can see their Takapuna location page here:
3. Writing Hyper-Local Content
Blogging isn’t just about filling your website with words; it’s about creating content that resonates with local audiences. Shakespeare Orthodontics can craft articles that target specific Auckland suburbs.
Blog ideas:
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Orthodontist Tips from the North Shore: Understanding Retainers
-
What to Expect During Your First Visit to an Auckland Orthodontist
By tying content to specific suburbs, Shakespeare Orthodontics shows they’re deeply connected to local communities.
4. Building Local Backlinks
Backlinks (links from other websites) act as votes of confidence in the eyes of Google. Getting local backlinks can work wonders for Shakespeare Orthodontics.
How to get them:
- Partner with Auckland schools, offering educational talks about oral health. Ask them to link to the clinic’s website in return.
- Sponsor local events or sports teams. For instance, “Proud sponsor of the Albany Youth Soccer Club!” with a backlink from the club’s site.
- Collaborate with local parenting or health blogs to write guest articles about orthodontic care.
As an example, Shakespeare have sponsored a number of sports teams in Auckland:
Westlake Girls partner with Shakespeare Orthodontics in Auckland
Shakespeare Orthodontics Sponsor for Secondary Schools Competition in Auckland
Another way to do this is to register your business in relevant business directories and professional association websites. For example, Shakespeare mention three of their staff and three of their locations with the New Zealand Association of Orthodontists. You can see that here.
5. Geo-Targeted Google Ads
If you want quick visibility, Google Ads can help. Shakespeare Orthodontics can run campaigns that target people searching for orthodontists in specific suburbs.
Targeted keywords to use:
- “Orthodontist near me in Newmarket”
- “Braces Albany Auckland”
- “Invisalign Henderson”
By focusing on smaller neighbourhoods, the clinics can dominate searches without overspending on citywide competition.
6. Encouraging Location-Specific Reviews
Patient reviews are a goldmine for local SEO. Each Shakespeare Orthodontics location should focus on collecting glowing reviews from happy patients.
How to make it happen:
- Ask for reviews right after appointments when patients are most satisfied.
- Make it easy by sending patients a direct link to the clinic’s Google profile.
- Respond to reviews personally and mention the location. For example, “Thank you for your kind words! We’re so glad our Albany team could help.”
7. Interlinking Between Locations
Shakespeare Orthodontics has the unique advantage of multiple locations, and the website should highlight this. Create internal links between location pages with helpful prompts, like:
- “Looking for orthodontic care on the North Shore? Check out our Albany location!”
- “Our Newmarket clinic is perfect for patients in central Auckland.”3
You can see below that Shakespeare mention all four locations at the bottom of each location page.
This strategy not only improves the user experience but also signals to Google that each location is part of a cohesive brand.
8. Tracking and Adjusting for Success
SEO isn’t a set-and-forget game—it requires ongoing monitoring and tweaks. Shakespeare Orthodontics can use tools like Google Analytics and Google Search Console to track how well each location is ranking.
What to look for:
- Are patients finding the correct location page?
- Which keywords are driving traffic?
- Are certain blogs or pages outperforming others?
Use this data to fine-tune content and strategies over time.
The Path to Citywide Visibility
By following these steps, Shakespeare Orthodontics can rank all four locations across Auckland. The key is to blend technical SEO with local relevance, making each clinic the natural choice for its surrounding community.
Want to see the magic of local SEO in action? Start with one location, watch it climb the rankings, and replicate the process for the others. Soon enough, Shakespeare Orthodontics will be synonymous with orthodontic care in Auckland!