Puresmile
From one clinic to a nationally dominant dental whitening brand — ranked across 30+ locations on Page 1 of Google. A 5-year partnership that changed the trajectory of a business.
"CantyDigital has been responsible for our SEO strategy and implementation for the past 5 years, during which we grew our business to over 30 online locations. Matt has been instrumental to our success."
Jan Slavicek
Director, Puresmile Pty LtdLocations ranked Page 1 on Google
Ongoing partnership & continued growth
National rankings for "teeth whitening" terms
Growth in organic monthly traffic
Services Provided for Pure Smile
A national scale-up built on search
Puresmile is one of Australia’s leading teeth whitening companies, offering professional-grade whitening treatments across multiple locations. When they first came to CantyDigital, they had ambitions to grow beyond their initial clinic — but limited visibility in local search was holding them back.
We built a long-term SEO foundation that didn’t just chase rankings — it tracked the exact growth of their business, adding each new location into a search strategy that compounded over time.
The problem with growing in every direction
Multi-location SEO is one of the most technically demanding disciplines in digital marketing. Every new suburb, every new city — they each need their own presence, their own signals, their own content strategy. Get it wrong and you cannibalise yourself.
The Challenge
Puresmile wanted to rank in multiple local markets simultaneously without creating duplicate content issues or splitting their domain authority. Highly competitive keywords like “teeth whitening Sydney,” “teeth whitening Melbourne” and similar were dominated by established players with years of SEO history.
Our Solution
We designed a scalable local SEO architecture from day one — geo-targeted landing pages, Google Business Profile optimisation, structured citation building, and a content machine that gave each location its own credibility while funnelling authority back to the core domain.
What we actually did
This wasn’t a one-time project — it was an evolving partnership. Here’s what the ongoing strategy looked like:
- Built individual location pages for each Puresmile clinic with unique, geo-targeted content and structured data markup to capture local intent searches
- Managed and optimised 30+ Google Business Profile listings, including review strategy, photo updates, and Q&A management to boost local pack visibility
- Executed a monthly content calendar targeting informational, commercial, and local queries across whitening treatments, comparisons, and aftercare
- Built a premium backlink portfolio through digital PR, guest post outreach, and directory citations that elevated domain authority nationally
- Performed quarterly technical SEO audits to identify and resolve crawlability, Core Web Vitals, and indexation issues across a growing site
- Redesigned key landing pages for improved conversion rate and on-page engagement signals, aligning design intent with search intent
Growth that compounded year on year
The power of a long-term SEO strategy is the compounding effect. Each piece of content, each backlink, each technical improvement built on the last. Here’s how the results unfolded over time:
Want results like Puresmile?
Whether you’re a single-location business or scaling nationally, CantyDigital builds SEO strategies that grow with you. Let’s talk about what’s possible for your business.