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.

Industry: Dental Whitening — National Multi-Location
Services: SEO • Local SEO • Web Design

“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 Ltd

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Locations ranked Page 1 on Google: 0yrs
Ongoing partnership & continued growth: #0
National rankings for "teeth whitening" terms: 0x
Growth in organic monthly traffic

Overview

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.

Challenge & Solution

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.

puresmile.com.au

Our Approach

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

The Results

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.

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