Dentists

Keep your dental practice's hours, treatments and replies right on Google Maps

We keep your practice's details on Google current: treatments, dentists, regular and out-of-hours times, the phone that gets answered and the way to book. Your manager prepares posts and review replies under rules the practice approves and keeps medical details out of public view. Every change is logged in the dashboard.

One location from €75 a month

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The request is free and creates no obligation; a manager replies within one business day.

Hours, treatments, the booking link, then review replies

The manager proposes each change and the practice confirms it. Every change is logged in the dashboard: the field, the old and the new value, who agreed and when.

1

Regular hours and out-of-hours cover

The manager goes through the week with you day by day: ordinary hours, evening or Saturday sessions, and an out-of-hours line if the practice runs one. Out-of-hours cover goes in as a separate hours type if Google has one for your category. You confirm until what time urgent pain is still seen.
2

Categories and treatments named separately

The manager sets the primary and secondary categories from Google's list and rewrites the services around what the practice performs, implants and braces included where you offer them. You confirm the list for the month; categories come only from Google's directory.
3

A booking link that opens this practice's calendar

The manager points the booking link at this address and follows it to the step where an appointment is made. You say which system reception uses and which screen counts as a booking. Google decides, by category and country, which link types a dental listing gets.
4

Review replies under the rules you agreed

Replies follow the rules the practice confirmed at the start: thanks, no treatment, no name, no sum, and the rest moved to the practice's own line. The manager drafts, you approve, and a review about a complication or a disputed bill comes to you unanswered. Only Google can remove a review.

Send the treatment list and the out-of-hours arrangement

Send the address, the list of treatments the practice really performs and a line on how out-of-hours and Saturday cover works. A manager reads the listing against them and tells you what is out of date, what is duplicated, what should not stay public, and which package fits.

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What a toothache and an implant plan look for on the same profile

Patients search by treatment and by urgency more often than by the practice's name, and the profile is often the last thing they read before calling.

Two journeys start from one profile: the planned one ("implants", "braces for a teenager", "whitening") and the urgent one ("emergency dentist open now", a toothache at 22:00).
Patients use treatment words: cleaning, wisdom tooth removal, root canal, pediatric dentist. A treatment the profile never names is one the patient has to guess at.
For an urgent case, "open now" and the phone number decide quickly. A wrong holiday schedule or a number nobody answers sends the patient to the next practice.
Photos of the entrance, the waiting area and the surgery show what the practice looks like before anybody calls.
Recent reviews about pain, anesthesia and unexpected bills are read closely, and so are the practice's replies to them.
The last look is at the practical detail a parent or a nervous patient needs: a step-free way in, somewhere to leave the car, whether a child can be treated here, the language of whoever picks up the phone.

Where a dental profile drifts, and where the drift stops being a marketing matter

Most problems on a dental profile are outdated data. A few are privacy problems in plain view.

An associate or a hygienist who moved on months ago still fronts the service list and the photographs, and sometimes keeps a practitioner listing aimed at your door.
Out-of-hours, weekend and holiday times entered once and never checked again, although a patient in pain relies on them most.
A price list published as a photograph or an old post. The numbers expire, the image does not, and the map keeps showing it as a live offer.
A suggested edit or a Google update changes the primary category (a dental clinic becomes a dentist or an orthodontist) or the phone number.
A second record left behind by a move, by a second surgery with its own door, or by a dentist who set up a listing without telling reception.
Photos of patients, of treatment in progress or of an X-ray with a name on it, uploaded with good intentions. Each one can be a privacy problem.
A message channel on the listing, such as texts or a WhatsApp link where it is offered, turns into consultations: a photo of a tooth arrives with a question about price. It is not a channel built for health data.

The fields a patient in pain reads, and the fields a patient comparing clinics reads

Some fields serve the patient who needs an appointment today, others the patient who will decide in a few weeks. Both are filled from what the practice actually does.

Primary and secondary categories (dental clinic, orthodontist, pediatric dentist, oral surgeon) decide which questions the listing is eligible to answer at all.
A service list written the way patients speak: cleaning, fillings, implants, braces and aligners, children's appointments, urgent relief of pain, and nothing the practice does not perform.
Ordinary hours, the extra hours where they exist (an out-of-hours line, a Saturday clinic, the times the phone is staffed) and a special schedule entered before each holiday rather than after it.
The attributes that settle a practical worry before the call, where Google offers them for the category: a step-free way in and an accessible toilet, where the car goes, the languages spoken at the desk, how people pay, whether anybody is seen without an appointment.
The photo set: the building and the door from the street, reception, the surgery, the equipment, the team, and never a patient, a chart or an X-ray.
A booking link only where the practice actually runs that booking system, the link opens the right page, and Google offers the feature to dental listings in your country.
The questions reception answers all day (children, out-of-hours cover, a filling lost on a Sunday, which insurers are accepted) are answered in the description and the service list, in the practice's own words.
Whether the practice is taking new patients at all, named in the service list as a first appointment and repeated in the description.

The month of one practice: two rules agreed at the start and one pass over the profile

Before the first change, two rules are agreed with the practice: how reviews may be answered, and which dentists at this address may have a listing of their own. After that the manager goes over the profile at each scheduled check and proposes corrections, and the practice confirms them.

The record of what the profile ought to say sits in the dashboard: categories, the service list, ordinary and out-of-hours times, the number that gets picked up, attributes, and the team as published.
For practitioner listings, the rule says which dentists at this address may have one under Google's rules, and what happens to the listing when a dentist leaves.
Each scheduled pass compares the live profile with the record. On a dental profile the differences can be things such as a hygienist's or an associate's old listing, a Saturday clinic that stopped, or an emergency number that now rings somewhere else. They are written up as a short list.
The differences come to you as one list of corrections: a new treatment, a corrected holiday schedule, a new number, a dentist who joined or left.
Images come from the practice. Anything with a patient, a chart or a scan in the frame is refused before publication, and if something of that kind is already on the profile you hear about it in the chat.
Where a value was overwritten by Google or by a stranger's suggestion, both versions are put in front of you, and the old one goes back only when you say so.
If the practice also has a page on a doctor directory, the check compares the two. Differences in hours, number or treatments go into the report, the Google fields are set to what you confirmed, and the directory page stays with its owner.

Dental details that decide who calls tonight and who calls next week

These are entries and settings inside the profile, each tied to the Google article that backs it.

1

Add an emergency category only if the line is staffed

Google lets a business add a few additional categories next to the primary one, picked from its own list, and warns against a category for every service. An emergency dental category, if the list offers one for your country, fits a practice that really takes urgent cases at stated times, because a person who finds it by that word expects somebody to answer. Without a staffed line it promises something the practice cannot do, and the next review says so.

Google's help on this: Manage your business category
2

Enter the days around a holiday as special hours, ahead of time

Special hours cover a closure or a changed day for as many as six days running and leave the regular hours untouched, and Google also advises confirming official holidays, even where the day looks like any other. For a practice with one Saturday clinic or an out-of-hours line, the day between a holiday and a weekend entered in advance is what stops a patient in pain from reading the weekly hours as a promise.

Google's help on this: How to set Special hours
3

Take treatment names from Google's list first, add your own second

The services editor suggests items tailored to the business type, and a business can add custom ones. Start with the suggested treatments the practice performs, and write a custom entry only for something missing, in the words a patient uses. Google says to keep prices, phone numbers and personal information out of custom service names, and it rejects custom services that break its policy, so those details stay in the description or at the front desk.

Google's help on this: Manage your services on your Business Profile
4

Expect the treatment list to turn up next to reviews

For certain service businesses Google asks a reviewer which job was done, and the choices come from the practice's service list, its website or Google's standard list for the business type. Where Google asks this of a dental practice, the treatment names you publish can be offered to a reviewer, and the reviewer, not the practice, decides whether to pick one. Keep the names ordinary and keep the reply rule: the practice never repeats or confirms what a review says was done.

Google's help on this: About reviews for service businesses
5

One listing per dentist, named with the dentist's own name

Google treats a dentist as an individual practitioner. Where several practitioners work at one address, the practice has its own listing and each dentist's listing carries only the dentist's name, not the practice's. A dentist does not get one listing per specialty, and support staff do not get one at all. Agree this with each dentist before anybody opens or claims a listing, so that a departure leaves a clear thing to close.

Google's help on this: Guidelines for representing your business on Google
6

Look for blue text when the number or the hours change on their own

In the profile editor Google shows in blue any detail it changed itself, from outside reports and other sources, and flags the change with a notice above the editor fields. For a dental practice the details that matter most are the phone number and the out-of-hours times. Open the editor after each holiday period and send what differs to the practice before anything is changed back.

Google's help on this: Understand Google updates on your Business Profile

The agreed rules for replies, and the line a dental practice cannot cross in public

A dental review can contain health information about a real person. Even when patients write the diagnosis themselves, the practice does not confirm it, and where patient confidentiality rules apply a public confirmation can breach them, so the reply rules are agreed with the practice before the first reply.

The rules sort reviews into three groups: short thank-you replies written to wording you approved at the start, replies whose wording waits for you, and reviews nobody answers in public.
An answer of the first kind thanks the person and says nothing else that is true of them: no procedure, no dentist's name, no date, no acknowledgement that they ever sat in the chair.
An answer of the second kind, about pain, about a wait, about a bill that came as a surprise, goes out in the words you approve, once reception has told you what actually happened.
Recurring themes, such as how a quote is explained at the desk or how a canceled appointment is rebooked, go into the monthly report so reception can deal with them.

Where a human has to step in

We never confirm that a person was a patient, what was treated, when or by whom, not to defend the practice, and not even when the reviewer wrote it first.
A review that alleges a complication, an infection or an injury, demands a refund or mentions a lawyer is not answered by the manager. It goes to the owner first, and the wording is yours.

Reply rules agreed once, then followed for every review

Your manager writes replies to the rules the practice signed off and keeps health details out of every answer. Reviews that only the practice can answer come back to you, and reception gets its afternoons back.

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What a practice puts on the map, and what it leaves alone

Posts carry what reception otherwise explains on the phone. The package sets how often a post goes out, and the material comes from the practice.

Announcements a patient hunts for: holiday cover, the out-of-hours arrangement, a day the surgery is shut, a new line, a changed door while building works are on.
A service or a piece of equipment the practice really has, written as availability, meaning what can now be arranged and how, never as a medical claim or a promised outcome.
How a first appointment runs: what to bring, how long the chair is booked for, what somebody in pain should do today rather than next week.
A dentist joining the team, the role and the field of work, with the wording and the photograph cleared by you and by the dentist.
Factual seasonal reminders where the practice genuinely runs them: check-ups before the holidays, mouthguards before the sports season, children before the school year.
Offers only when the practice runs them itself and the conditions are exact. Where the advertising of medical services is regulated where you work, the wording follows the rules you confirm.
On Business and Pro, next month's posts are agreed before the month begins.

A single practice, a group of practices, and the dentists' own listings

One location

For a single practice, one named manager checks the hours including the out-of-hours line, the treatments, the team, the photos and open reviews every month, and writes down what changed. The two rules agreed in the first week, one for replies and one for dentists' own listings, stay in force at every check.

A network

In a group, each practice is its own listing with its own hours, team and reviews. The rules for replies and for practitioner listings are agreed once with the company and apply at every address. Practices can be on different packages and each is billed at its own package price; a practitioner listing the manager takes on counts as a separate serviced listing. Each practice gets its own bill, and a larger group is quoted individually.

Where the manager stops and the practice decides

What the manager does

Works to the reply rules the practice confirmed, and hands back every review those rules say an agency has no business answering.

What you confirm

The things only the practice can state: what you treat this month and at what price, who is on the rota, when the out-of-hours number is genuinely picked up, which booking system you run, which insurers you take.

A first month where the reply rules are settled before the first edit

an example of the process, not a client result

Week 1

The manager is added to the listing as a manager, and ownership of it stays with the practice. The manager goes through the profile field by field, writes down what is actually there, and then agrees two things with you: how reviews may be answered, and which dentists at this address may hold a listing of their own.
Week 2

The first corrections go in: categories, the schedule including holidays and the out-of-hours line, attributes, the service list, the pictures. Anything Google had changed on its own comes back to you next to its earlier state, and any second record found at your address is described so that you can decide what to do with it.
Week 3

Reviews still sitting open are worked through as far as the package covers, sorted by the reply rules you confirmed in the first week. A complication, a disputed bill or a mention of a lawyer never enters that queue and lands on your desk instead. The first publication goes out from material you supplied.
Week 4

The month arrives in writing: the hours and the out-of-hours line as they now stand, treatments added or removed, practitioner listings found at your address, replies sent, what went back to reception or the owner and why, and what is worth doing next. On Business that report ends with a plan for the month ahead.

An example of how a dental practice's first month is sequenced, nothing more: no real practice is described and no outcome is promised. Your own month follows the package and the state the profile is in when we open it.

Six checks the front desk can make on the profile without us

Open the listing on a phone and watch where the pin lands. After a move inside the same building, the floor, the room number and the door in the photo often still point at the old entrance.
Look through the hours for anything set as open around the clock. If the evening call reaches an answering machine, that setting is telling patients something the practice cannot do.
Check the payment attributes. If they are blank and the service list says nothing about insurers, that answer is only ever given on the phone.
Call the number published for each practice from an outside line. If both reach the same desk, check that this desk can book appointments for both addresses.
Compare the profile with the walk in from the street: with no photo of the door and nothing marked about a ramp, an elevator or parking, a parent with a stroller finds out on the doorstep.
Sort the reviews by date. If a dozen ratings without text arrived within a few days, against the usual one or two, check how reviews were being requested at that time.

The front desk has patients to see

Send the listing. The manager makes these six checks for every address, corrects the pin, hours and attributes from what the practice confirms, and lists what is left for you to decide.

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What the practice, and not the agency, has to settle

Our reply policy: some feedback can only get a general public answer, and the rest is handled by phone, away from the public page.
Whether a dentist here may hold a listing of their own follows Google's rule, and it is read from that rule rather than from what would suit the practice.
Whether somebody can ask for an appointment straight from the listing follows what Google has opened to dental listings where you work, plus the booking system already running at reception; nothing is connected that reception cannot pick up.
Prices, service names, qualifications and the insurers you take reach the profile from documents the practice sends and stands behind, never from a conversation and never from an old page.

Google's own help for this kind of business

Each link opens an article of Google Business Profile Help, in this page's language where Google offers one. The line under it says why it matters here.

Manage your business category
Covers the primary and additional categories, which settle whether an emergency or specialist label is a fit for the practice.
Guidelines for representing your business on Google
Sets Google's rules for dentists as individual practitioners: who may have a listing, how it is named and why a dentist gets only one.
Resolve duplicate profiles & ownership issues
Explains duplicate profiles at one address and when two practices there can each keep a profile, which is how a second surgery's record is sorted out.
Manage your services on your Business Profile
Shows how treatments are added from Google's suggestions or as custom services, and which words a service name must leave out.
How to set Special hours
Describes special hours for holidays and one-off days, which a practice with a Saturday clinic or an out-of-hours line needs before each holiday.
About reviews for service businesses
Explains how a reviewer can be asked which job was done, drawn partly from the service list, which affects the wording of treatment names.
Understand Google updates on your Business Profile
Shows how to spot the details Google changed itself, such as a phone number or the hours, and how to review them.

What is the same for every industry

The industry page above is about what changes from one business to the next. The part below is the same for a restaurant and a dental practice alike: the packages, the split of duties and the rules Google sets. It applies to the Google Business Profile, the listing many still call Google My Business.

How the packages work here

Each location we service is on one of three packages. The package sets how many posts and review replies a month are included, how the profile details are updated, and whether the monthly optimization, the catalog of goods and services and the advertising are included. Prices are on the pricing page. See the prices Everything the team handles

Start

Profile upkeep

€75 per Google location per month · without VAT

4 posts or offers a month
Up to 50 review replies a month
3 requests to update the profile details
Photo updates
Review QR code
Basic monthly report
Manager's first reply: up to 2 business days

Business

Profile development

€149 per Google location per month · without VAT

24 posts or offers a month
Up to 200 review replies a month
Regular updates to the profile details
Monthly optimization and SEO of the profile
Goods and services added gradually
Content plan and competitor analysis
Extended monthly report
Quarterly consultation
Manager's first reply: up to 1 business day

Pro

Profile development and advertising

€249 per Google location per month · without VAT

Everything in Business
24 posts or offers and up to 200 review replies a month
Initial setup and launch of Google Ads
Ad copy and images prepared
Advertising in one language
Campaigns run and optimized every month
Extended report with the advertising work and plan
Manager's first reply: up to 1 business day

The manager proposes, you approve

The manager drafts every change, post and reply from your materials. Nothing is published, restored or billed without your yes; a flagged edit or a package switch waits for you.

Who does what, in every industry

What the manager does

Checks the profile regularly and keeps a written record of the agreed data.
Prepares the updates to the profile details, the posts and the offers from your materials and the agreed plan.
Replies to reviews within the monthly limit, in the tone you set once at the start, and hands anything sensitive back to you the same day.
Writes the monthly report and puts recommendations into the dashboard chat instead of acting on them alone.

What you confirm

The facts only you know: current hours, prices, services, photos, who is on the team this month.
The tone of replies, set once at the start, and the wording of anything escalated to you.
The yes before a value someone else changed is restored and before a location moves between packages; nothing is charged without it.

What works the same way in every industry

Ownership and access: the profile stays the property of the business. The manager works from the business's own account with manager rights, and the first step of the first month is confirming who owns the profile and who else still has access.
Suspension: if Google suspends a profile, the manager looks for the likely cause, corrects the data to match the paperwork the business holds and files the request to reinstate. This is part of every package. Timing and the decision stay with Google.
Duplicates: a second profile at the same address, or an old one left after a move, is reported to Google with the evidence. What stays and what merges is agreed with you before anything is sent.
Measuring: when you agree to it, the website link in the profile gets tagging, so visits that start on the profile show up separately in your analytics. Calls and direction requests are counted in Google's own profile statistics, and only you know which of them became a customer.
Recurring customer questions: the answers are written into the profile's own fields and updates, worded as you confirmed. Google turned off the questions and answers API for Business Profiles on 3 November 2025 while it reworks the feature, so this part of the work does not rely on that section.

Google's rules that apply to every profile

Local ranking is Google's own weighing of relevance, distance and prominence. No service can buy a position or promise a place in the results.
Verification, eligibility and which categories exist are Google's rules and differ by country.
Photos and reviews left by other people cannot be deleted by us. Where they break Google's rules they can be reported, and Google decides.
Booking, ordering or delivery features are connected only when you already run them with a provider Google supports in your country.
The number of posts and review replies per month is fixed by the package, and what is unused in a month does not carry over. On Start the profile details are updated on agreed requests, on Business and Pro regularly, as the business changes.

Reviews: the same policy everywhere

We do not ask only happy customers for reviews, do not offer anything in exchange for one and do not remove reviews: Google takes down a review that breaks its rules, and the author can delete their own.
We do not promise a rating, a position in the results or more customers. We promise the agreed process, every month.

Sources for Google's rules

We last checked the Google rules on this page against Google's Help pages in September 2026.

What the team handles for this industry

Profile data Your Google Maps listing details are right, and we keep them that way Reviews Reviews answered by a person who knows your business Reports and dashboard See what was done, and what it cost

See the prices

The rest of the local SEO work

This page is about the profile: what a manager keeps correct on the map every month. Local search also depends on the website itself, on citations and on the pages a customer lands on after the map. Those we handle separately, and the express review points to which of them is actually holding you back.

Let a manager set the profile up properly and keep it current

Treatments, hours, out-of-hours cover, payment attributes and replies are set up from the documents the practice sends, then updated every month when something changes at the practice.

Discuss my profile

Frequently asked questions

A review names our dentist and the treatment. Can you reply in detail? +

No. The reply thanks the person and invites them to contact the practice directly. It does not confirm the visit, the treatment or the dentist, even if the reviewer named them.

We take emergencies in the evening. Can that be shown on the map? +

Yes, as far as Google allows for your category and country. Out-of-hours times go in as additional hours where Google offers them for your category, weekend times as regular hours, with a number somebody actually answers, and holiday hours are entered before each holiday.

One of our associates wants a listing of their own. Should they have one? +

It depends on Google's rules for practitioner listings and on the rule agreed with you in the first week. An unmanaged personal listing stays pointed at your address after the dentist leaves, although a practitioner has to be reachable at the verified location. The manager explains what your address qualifies for, you decide, and nothing is done to a person's listing without their consent. If the manager looks after a dentist's own listing, it counts as a separate serviced listing on its own package.

Can you publish our price list on the profile? +

Only the prices the practice publishes itself and sends over, inside an agreed set of corrections. We do not reconstruct a figure from an old photograph or from the website without confirmation, because an expired price on the map is read by a patient as today's offer.

Will you add our certificates and accreditation? +

Only from documents the practice provides and stands behind, and only in the wording you approve. We never describe a practice as approved, accredited or anybody's partner on the strength of a conversation.

Our profile was suspended. Why does that happen to a dental practice, and what happens next? +

In dentistry a possible cause is a dentist's personal listing that breaks Google's practitioner rules, a practice name padded with services, or a shared address in a medical center with several tenants. The manager reads Google's notice, compares the listing with the practice's documents and says which cause is confirmed and which is only possible, then corrects the listing and files the reinstatement request under any package. Google makes the call on reinstatement.

A review says "my tooth is killing me, are you open tonight?". How do you answer? +

The reply gives no medical advice and does not confirm that the person is a patient. It points to the practice's published out-of-hours details and the number somebody answers, and invites the person to call. If the practice has no out-of-hours cover, the reply says nothing that suggests it has. The wording is the one you approved at the start.

A review is not from a patient of ours. Can you have it removed? +

We report it under Google's rules and track the report in the dashboard. From you we need to know what in the review does not match your records.

A neighboring industry, and what is different there

Private clinics Branches, departments and doctors on Google Maps: a profile structure that follows Google's rules, current services and hours, and review replies that never reveal patient data. Beauty salons Services and prices from your confirmed price list, booking details, before/after photos published only with documented consent, reviews about a specific visit, kept current by your manager every month.

Is the out-of-hours line on the map the one reception answers?

Send us the practice's listing. The reply, which comes within one business day, names the first corrections and the package for each address.

Discuss my profile

We work on Business Profiles under Google's rules for agencies. What to expect from an agency, Google explains in Tips for working with third parties to manage your Business Profile.