SIA DENTAL
Three clinics. One brand. 156% more search traffic
Your smile, your health.
SIA Dental
Dental
SIA Dental had three clinics, each inside a SIA Medical Centre, and the one thing most practices would give a lot for: patients who could see a GP, a specialist and a dentist under one roof. The practices were well run and well reviewed.
Online, none of that showed. Each clinic had its own website, built at a different time and saying different things. A patient in Essendon could not tell that Burwood and Mulgrave were the same group, let alone that any of them were part of SIA Medical. The service copy read differently from page to page. To someone searching for a dentist, SIA looked like any other practice on the street.
We started with the words. A workshop with the SIA team set the tone of voice and the one message the whole group needed to carry: dental care that sits inside your wider health, not apart from it.
The work included:
- Tone of voice and communication guidelines, built on the SIA Medical guidelines so the two brands sound like family
- A single website replacing the three clinic sites, with services, pricing, team and locations in one structure
- A page for each clinic that stands on its own: team, hours, parking, map, reviews and a booking button for that clinic
- Service content edited for one voice across general, cosmetic, emergency and beyond-teeth dentistry
- Booking and phone buttons that follow the patient on every page, each pointing at the right clinic
- Onsite search foundations: page structure, metadata and clean technical setup, so the new site could be found as well as read
One site, three front doors, one story.
The work drew on
What changed
A year on, more patients find SIA Dental through search, and each clinic brings in its own.
More patients finding SIA through search
Monthly clicks from Google rose from 405 before launch to 1,037 a year later. Redfox built the foundation; an offsite SEO program run separately by StudioHawk worked alongside it.
Each clinic earns its own patients
The Essendon, Burwood and Mulgrave pages are now the most visited pages on the site after the home page, and they rank for searches like “dentist Essendon” in their own right.
One brand, three doors
A patient can land anywhere on the site and see the same group, the same voice and the same connection to SIA Medical, then book the clinic nearest them in one tap.
Seen far more often
The site appeared in Google results four and a half times more often than before launch, and its average position improved by eleven places.
| Measure | July 2025 (before launch) | September 2026 |
|---|---|---|
| Clicks from Google | 405 | 1,037 |
| Times shown in results | 53,159 | 240,154 |
| Average position | 36 | 25 |
Search Console, July 2025 against September 2026
An eightfold increase in organic keyword visibility.
The Impact
Three good clinics now read as one good group.
A dental practice is chosen on trust and convenience, and both start online. SIA Dental’s website now says what the clinics already knew: this is a group, it sits inside a medical family, and the dentist near you is part of it.
Each clinic page carries its own patients, so Essendon, Burwood and Mulgrave each have a reason to rank and a page worth landing on. The group story does the convincing; the clinic page does the booking.
The foundation is built for more. New services and clinics slot into the same structure, and the tone of voice guidelines mean the team can write for the site without losing the thread.
Dental care that belongs to your whole health
SIA Dental brought three well-run clinics and a point of difference most practices can’t claim: a place inside a wider medical family. Our job was to make that visible, and make it bookable.