Short answer: ChatGPT picks dentists mainly from what other websites say about them. We asked it for the best dentist in 10 US cities. It named 53 practices and cited 25 sources, and only 1 of those was a practice's own website. The rest were dental ranking sites, review sites, the American Dental Association's directory and local magazine lists. So SEO for dentists now means building a reputation on the sites ChatGPT cites, as well as having a clear website.
What we tested
On 29 September 2026 we asked ChatGPT the same question in 10 cities: "Who's the best dentist in [city]?", with web search on. For each answer we recorded the practices it named, the sources it cited, and what it said about each practice.
| City | Named | Sources cited |
|---|---|---|
| Seattle | 6 | A local magazine's Top Dentists list (3 pages) and a "best of" site |
| Atlanta | 5 | A dental ranking site |
| Nashville | 5 | 2 dental ranking sites |
| Minneapolis | 5 | A dental ranking site, Birdeye, Opencare and WebMD |
| San Diego | 5 | Healthgrades and the ADA directory |
| Tampa | 5 | A dental ranking site |
| Raleigh | 6 | WebMD, Healthgrades, a dental ranking site, a readers' poll and one practice's awards page |
| Salt Lake City | 5 | A dental ranking site and Demandforce reviews |
| Kansas City | 5 | The ADA directory (2 pages) |
| Pittsburgh | 6 | Birdeye and the ADA directory |
We don't name the practices. ChatGPT's picks change from day to day, and the pattern is what's useful.
What we found
1. It chooses from other websites
Of the 25 sources ChatGPT cited, 24 were other websites vouching for dentists.
The one practice page it cited was a list of that practice's local "best dentist" awards. It used that page as evidence of the awards, not as a description of the practice.
2. It never names a single "best" dentist
All 10 answers opened by saying there's no single best dentist, because it depends on what you need. All 10 ended by offering to narrow the list by treatment or situation: implants, veneers and cosmetic work, root canals, Invisalign, emergencies, children, dental anxiety or insurance. When a patient answers that follow-up, ChatGPT needs to know which practices offer what.
3. Ratings travel with you, and so do mismatches
ChatGPT quoted a star rating for 39 of the 53 practices it named, usually with a review count, such as "4.9/5 from 436 reviews". In Pittsburgh, one practice had a 5.0 rating from 897 reviews on one site and 4.3 from 64 on another. ChatGPT told the patient to check multiple review sources.
4. Local awards and peer lists count
In Seattle, 4 of the 6 practices it named came from a local magazine's peer-selected Top Dentists list, and it explained how that list was chosen. In Raleigh it cited a readers' poll. In Tampa it noticed that three ranking sites each had a different number one, and said not to treat any single ranking as authoritative.
5. Your website still describes you
ChatGPT showed a business card for 52 of the practices, and 51 of those cards linked to the practice's own website. Its short description of each one listed the services it offers, such as implants, cosmetic dentistry, emergency care or sedation. Other sites got those practices onto the list. Their own sites filled in what they do.
SEO for dentists: what to do first
- Complete your profiles on the sites ChatGPT reads. Start with Healthgrades, WebMD, Yelp and your Google Business Profile. If you're an ADA member, check your Find-a-Dentist listing. Then ask ChatGPT "who's the best dentist in [your city]?" and look at the sources it cites for your area.
- Build reviews steadily, everywhere patients leave them. Ask every happy patient. Watch for ratings that differ sharply between sites: ChatGPT flagged the Pittsburgh practice's 5.0 and 4.3 ratings.
- Earn local recognition honestly. Take part in your city magazine's Top Dentists process or readers' poll if there is one. If you win, list the awards on your website with the year. Don't pay for "best dentist" badges. In Tampa, ChatGPT compared rankings and warned against trusting any single one.
- Give every treatment its own page. Implants, Invisalign, veneers, emergency care, children's dentistry, sedation for anxious patients: one clear page each. Say what you do and where, and list the insurance you accept. ChatGPT needs those details to answer the follow-up question.
- Keep your details identical everywhere. Use the same practice name, address, phone number and dentist names on your site and every listing.
- Make your site easy for AI to read. Let AI crawlers in and add structured data using the Dentist type so your name, address, hours and services are machine-readable.
Classic local SEO still matters too. In our Google test, "dentist accepting new patients denver" showed Google's map listings first, with no AI answer. For the wider picture beyond dentists, see how to get recommended by ChatGPT.
See what ChatGPT says about dentists in your area
Our free AI visibility check tests whether AI can read your practice's website, then emails you a report on what ChatGPT and Google's AI say when patients ask for a dentist like you, and who they name instead.
Frequently asked questions
What is SEO for dentists?
It's the work of getting a dental practice found by patients searching online: in Google's map listings and search results, and now in answers from AI assistants such as ChatGPT. It covers your website, your Google Business Profile, your reviews and your listings on other sites.
How do I get my dental practice recommended by ChatGPT?
Be listed and well reviewed on the sites it reads: dental ranking sites, Healthgrades, WebMD, Yelp, the ADA directory and local Top Dentists lists. In our 10-city test, 24 of the 25 sources ChatGPT cited were sites like these. Then make sure your own site explains each treatment clearly.
What are good SEO keywords for dentists?
Treatment plus place, such as "dental implants in [your city]" or "emergency dentist [neighborhood]". Use the questions patients ask too, such as "how long does a dental implant take". Give each treatment its own page.
How much does dental SEO cost?
It varies widely with the size of your area and how much work is included, so compare what each provider actually does each month. Armitage's AI visibility plans start at $495 a month, with no long-term contract.
Does ChatGPT use Google reviews?
It quoted a star rating, usually with a review count, for 39 of the 53 practices in our test. Some came from named sites such as Birdeye or Healthgrades, and many from business listing data it didn't name. Keep your ratings healthy on every platform, not just one.