Case study · Ongoing engagement since June 2026
Real Results for Graham Family Dental Care
Graham Family Dental Care is a family and cosmetic dental practice in Tucson, Arizona, serving patients since 1987. The practice had delivered more than 100 EMFACE treatments, one of the most advanced non-surgical facial treatments a dental office can offer, and yet for the searches patients were actually running, it was almost nowhere. The practice's dentists, Dr. Ava Becker and Dr. Russell Graham, had built decades of trust. Google had barely noticed. Here's what changed.
Where we started
The website's sitemap was broken, serving the homepage instead of a page list, so Google had no map of the site. The two most valuable treatment pages had no internal links pointing to them and had never been crawled at all. The Google Business Profile carried one category and twenty services against competitors running four or more categories and sixty-plus services. There was no Search Console, which meant no way to even see these problems. And every aesthetic and TMJ search term the practice cared about sat outside Google's top 50.
The discovery
Sixty pages Google had never read.
Deep into the engagement, the measurement infrastructure we built surfaced something bigger than any single page: 60 URLs across the site, nearly every service page, both doctor bios, and every blog post, sat in a state Google calls Discovered, currently not indexed. Last crawl date on every one: never. Google knew the pages existed and had never once read them.
The proof of what that was costing came from the one exception. The EMFACE page was the only page we had manually pushed through Google's indexing tool. It went from unknown to Google to ranking #3 in Tucson within weeks. Every page left to the normal pipeline stayed invisible.
We traced the likely causes, a missing robots.txt file and a URL mismatch between the sitemap and the site's own navigation, escalated the full diagnosis to the website platform vendor, and got fixes deployed within days. The remaining pages are now being indexed in batches. This problem predated the engagement by years. Nobody could see it because nobody had built the tools to look.
What moved.
#3
Google ranking for EMFACE in Tucson, desktop and mobile, from unranked. Held three consecutive weekly measurements.
18
Ranking positions across Google surfaces, up from 5 in seven weeks.
#1
Map ranking in the grid cell at the practice's own address.
BrightLocal tracking, June 8 to July 20, 2026.
Why AI couldn't find them either
When AI tracking began on June 20, 2026, the practice appeared in 1 of 68 answer checks across ChatGPT, Claude, Perplexity, and Google AI Overviews. The crawl discovery explained it. AI tools build their answers largely from Google's index, and Google had barely read this website. AI visibility is downstream of being crawled at all, which is why the technical repair came first. The next AI measurement lands in August; results will be posted here.
What we did to get there.
Rebuilt the Google Business Profile
Expanded from one category to five, including the Medical Spa category that lets the practice's aesthetic services compete where they belong. Grew services from 20 to 47, each with its own description. Rewrote the business description, corrected inaccurate attributes, fixed a services link pointing to a retired domain, and grew the photo library from 13 to 29.
Repaired the technical foundation
Built Google Search Console from scratch, the practice had none. Got the broken sitemap rebuilt, deployed a complete structured data layer identifying both dentists, their credentials, and every service, and diagnosed the site-wide crawl failure that had kept 60 pages out of Google for years.
Rewrote the story Google was telling
The practice's flagship EMFACE page was rewritten top to bottom with the only TMJ-focused EMFACE content in the Tucson market, every claim verified in writing against FDA clearance documentation. Provider bios, metadata, and profiles across Yelp, Facebook, and Healthgrades were rebuilt so that every surface, and every AI tool reading them, describes the practice accurately.
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