Leveraging Google Reviews as a Dentist - Staying Compliant and Competitive
For dental practices, word-of-mouth has always been a powerful tool for attracting new patients. In today’s digital-first world, Google Reviews have taken the place of much of that “in-person” recommendation — influencing patient choice before they even click on your website.
But here’s the challenge: as a registered health practitioner, you’re not free to use reviews in the same way as other businesses. The AHPRA Guidelines and the Dental Board of Australia’s Code of Conduct set strict rules on what you can and can’t share — and breaching them can result in penalties, even if the non-compliant content came from a well-meaning patient.
This article will guide you through how to leverage Google Reviews ethically, effectively, and within the law.
Why Google Reviews Matter for Dentists?
Even with advertising restrictions, Google Reviews remain one of the most valuable digital marketing assets for your dental clinic. Here’s why:
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Search visibility: Reviews contribute to your local SEO ranking, making it easier for new patients to find you.
- Patient trust: Many people will check your reviews before deciding whether to call your practice.
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Competitive edge: In competitive suburbs, practices with more consistent, positive reviews often attract more enquiries.
What the Rules Say
The AHPRA Guidelines for Advertising Regulated Health Services clearly state:
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You cannot use or republish testimonials that refer to clinical outcomes or the quality of clinical care.
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You can share general feedback about the service experience, as long as it doesn’t create unrealistic
expectations or make misleading claims.
- If you display reviews on your own platforms (including your website or social media), you are responsible for ensuring they are compliant — even if the review originated elsewhere.
Looking for Compliant SEO Marketing for Dentists?
Talk to Health SEO Expert - Katrina Puranik and let’s ensure your practice stands out — safely and strategically.
Call us on 1300 762 496
Email on info@rankingaustralia.com.au
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Compliant vs. Non-Compliant Review Examples
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Compliant Example:
“The clinic was spotless, and the staff were so friendly. Booking online was quick and easy.”
❌
Non-Compliant Example:
“My dental implant looks perfect and healed faster than I expected.”
The difference?
The first example focuses on service experience (which is allowed). The second makes claims about clinical outcomes (which is not).
How to Encourage More Compliant Reviews
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Ask at the right time: Send a follow-up email after an appointment with a direct link to your Google Review form.
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Guide the feedback: Without influencing their response, you can suggest they comment on things like booking ease, waiting
time, comfort, and customer service.
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Train your team: Ensure reception and clinical staff know the difference between compliant and non-compliant feedback.
Using Reviews Without Breaching Guidelines
If you want to highlight patient feedback on your website or marketing materials - keep the following in mind...
Curate Carefully
Select only reviews that don’t reference treatment results or clinical advice..
Edit for Compliance
Remove or paraphrase prohibited content, keeping the sentiment intact.
Add a Website & Email Disclaimer
State that the comments are personal opinions and not guarantees of outcome.
Keep Accurate Records
Save the original review and your edited version for compliance purposes.
SEO Tip for Dentists
Even if you can’t use every glowing testimonial, Google still factors your overall review profile into your Google Business Profile ranking. This means that more reviews — and higher ratings — can still help your clinic show up higher in local search results, bringing more eyes to your profile and more clicks to your website.
In conclusion...
Google Reviews are a double-edged sword for dentists — they can boost visibility and trust, but they also come with legal compliance
obligations. By understanding the AHPRA rules and implementing a careful review strategy, you can reap the benefits without risking your
registration.
Need help building a compliant, SEO-friendly Google review strategy?
At Ranking Australia, we specialise in health practitioner SEO and can help you:
- Optimise your Google Business Profile for maximum visibility
- Implement compliant review request workflows
- Monitor your reviews for AHPRA compliance
Book a Digital Discovery Session today with Dentist SEO Expert - Katrina Puranik and let’s ensure your practice stands out — safely and strategically.
Call us on 1300 762 496
Email on info@rankingaustralia.com.au
Katrina
Puranik - Health SEO Expert
