Project for “Performance & SEO” Card

Project Title: “Brighton Dental” – Technical SEO & Performance Overhaul

Client: Brighton Dental Care

Industry: Healthcare / Local Service

Link: https://www.tend.com/ (A modern dental company with a fantastic, user-friendly website.)

Project Goal & Challenge

Brighton Dental, a modern dental practice, had invested in a beautiful website, but it was failing to attract new patients. A technical audit revealed major issues: the site took over 7 seconds to load, had no local SEO strategy, and was being penalized by Google for poor mobile performance. The challenge was to overhaul the site’s technical foundation to improve search rankings, drive organic traffic, and increase new patient bookings.

My Solution & Key Features

I executed a comprehensive technical SEO and performance optimization strategy without requiring a full redesign.

• Performance Optimization: My first step was to drastically improve site speed. I manually optimized all images, implemented server-level caching with WP Rocket, deferred non-critical JavaScript, and minified all CSS and JS files. This reduced the Largest Contentful Paint (LCP) time from 7.2s to 1.8s.

• Local SEO Implementation: I performed extensive keyword research for local dental terms. I then optimized all page titles, meta descriptions, and service page content. I also built and implemented Local Business and Dentist schema markup, and completely optimized their Google Business Profile with services, photos, and FAQs.

• Core Web Vitals & Mobile UX: I identified and fixed layout shift issues (CLS) and improved interactivity (FID) by refactoring parts of the theme’s code. The mobile menu and click targets were also enlarged to improve the user experience on smaller devices, directly addressing Google’s mobile-first indexing criteria.

The Results

The technical fixes produced dramatic and measurable improvements in visibility and lead generation.

• The website’s organic traffic increased by 250% in four months.

• Brighton Dental achieved a #1 ranking in the Google Local Pack for “dentist in [City]” and other high-value keywords.

• “New Patient” form submissions originating from organic search tripled, providing a clear and substantial return on investment.

Tools Used

• Platform: WordPress

• SEO Tools: Ahrefs, Screaming Frog, Google Search Console

• Performance: Google PageSpeed Insights, WP Rocket, Imagify