--- title: "Smile Team Case Study, Australia: 125% Growth | Aemorph" url: https://aemorph.com/en-au/case-studies/smile-team/ description: "Orthodontist SEO case study: Smile Team, an Australian orthodontics group, grew organic traffic 125% over 28 months with Aemorph. Figures and method." schema_type: Article publisher: Aemorph publisher_entity: https://aemorph.com/entitymap.json#org_aemorph language: en-AU updated: 2026-10-25 --- Case studies # Smile Team Case Study: 125% Organic Traffic Growth Over 28 Months for an Australian Orthodontics Group **Smile Team, a multi-practice orthodontics provider in Australia, lifted its organic search traffic 125% during a 28-month SEO engagement with Aemorph: 2,506 Ahrefs-estimated monthly organic visits in October 2021 became 5,629 by February 2024.** Annualised, that is 41% a year. These figures are Ahrefs estimates of monthly organic search visits from [SEO](https://aemorph.com/en-au/glossary/#seo-search-engine-optimisation) (search engine optimisation), not measured visitor or booking counts. Across 28 months, the monthly organic visits Ahrefs estimates for Smile Team more than doubled. Smile Team organic results, Oct 2021 to Feb 2024. Source: Ahrefs organic traffic, verified 23 August 2026 | Measure | Value | What it measures | Period | Source | | --- | --- | --- | --- | --- | | Traffic growth | +125% | Ahrefs-estimated monthly organic visits, 2,506 to 5,629 | Oct 2021 to Feb 2024 | Ahrefs organic traffic | | Engagement length | 28 months | Duration of the SEO engagement | Oct 2021 to Feb 2024 | Aemorph case record | | Annualised rate | 41% a year | Compound annual growth rate of monthly organic visits | Oct 2021 to Feb 2024 | Ahrefs organic traffic | *Source: Ahrefs, August 2026. Organic search results, not AI citations.* [Book a strategic conversation](https://aemorph.com/en-au/contact/) Written by [Kevin Dam](https://aemorph.com/en-au/about/), founder of Aemorph, who has practised SEO since 2010 and sits on the [Forbes Agency Council](https://councils.forbes.com/profile/Kevin-Dam-Global-Search-Architect-%7C-SEO-GEO-AEO-IMO-LLM-Visibility-Aemorph/4c8c7a38-1285-470d-8ea8-e517a310a00b). Aemorph is a [Google Partner](https://www.google.com/partners/agency?id=4441861842). [LinkedIn](https://www.linkedin.com/in/kevindam) --- ## Smile Team's Australian Search Position Before the Engagement **Aemorph's published case record describes Smile Team's starting point in October 2021 as limited organic traffic and low keyword visibility for its individual location pages, with 2,506 Ahrefs-estimated monthly organic visits as the baseline.** ### Why does traffic vary between the practices of one Australian orthodontics group? **Traffic varies between your practices when each location's online record is built and kept up on its own, to a different standard, so one practice carries a fuller and more current record than the next.** Rankings respond to other signals too. ## What Aemorph Did for Smile Team's Australian Practices **Aemorph's published case record lists the work for Smile Team: SEO focused on the group's individual location pages, the pages a patient lands on when searching for an orthodontist nearby.** As recorded there, Aemorph: 1. **Published** two location-specific blog posts a month, each answering a question local patients ask. 2. **Built** backlinks from relevant local websites and directories. For a multi-practice orthodontics group, Aemorph's method adds three foundations, built on a [verified record](https://aemorph.com/en-au/glossary/#verified-record), the facts your business supplies and approves: one record standard for the whole group (its practice locations, treatments and practitioner credentials); each practice's treatment range built into pages to that standard at every location; and dental directories, review platforms and citations matched to the record for each location. These results come from the same team and SEO discipline the entity-first method grew from; they are organic SEO results. Aemorph's general method for multi-practice groups; Smile Team result, Oct 2021 to Feb 2024 ### What does a consistent record standard mean across an Australian multi-practice orthodontics group? **A consistent record standard gives every practice location the same depth of verified detail: name, address, treatment list and practitioner credentials.** No practice then rests on a stronger individual record while another works from a thinner one. ## Australia's Search Market for Orthodontic and Dental Practices **An Australian dental group competes mainly in Google, with Bing close to one search in ten and AI Overviews live nationwide, so Aemorph verifies each site in Google Search Console and Bing Webmaster Tools.** The Dental Board of Australia reported 28,406 registered dental practitioners in 2024/25, up 3.0% on the year before. | Measure | Figure | Market and date | Source | | --- | --- | --- | --- | | Google share of search engine market | 87.9% | Australia, September 2026 | StatCounter | | Bing share of search engine market | 9.17% | Australia, September 2026 | StatCounter | | Google AI Overviews | Rolled out Australia-wide | Australia, 29 October 2024 | Google Australia | | Registered dental practitioners | 28,406, up 3.0% from 2023/24 | Australia, 2024/25 | Dental Board of Australia | *Sources: StatCounter Global Stats, search engine market share, Australia, September 2026; Google Australia, "Introducing AI Overviews in Australia", 29 October 2024; Dental Board of Australia, 2024/25 annual report.* More figures: [AI search statistics for Australia](https://aemorph.com/en-au/statistics/ai-search-statistics-australia/). ### What rules apply to dental advertising in Australia? **Registered health practitioners in Australia, dental practitioners among them, advertise under the National Law and Ahpra's advertising guidelines, and those obligations sit with your practice as the advertiser.** Aemorph checks health claims against PubMed, professional associations and government health authorities, and your point of contact signs off each one before publication. Detail: the [Ahpra and TGA advertising rules guide](https://aemorph.com/en-au/guides/ahpra-tga-advertising-rules/). *General guidance, not legal advice.* ## The Results: Steady, Compounding Growth Across 28 Months in Australian Search **By February 2024, Smile Team's Ahrefs-estimated monthly organic traffic reached 5,629, up 125% from October 2021 and equivalent to 41% annualised growth.** Smile Team, Oct 2021 to Feb 2024. Source: Ahrefs organic traffic, verified 23 August 2026 | Metric | Before | After | Period | Change | Annualised rate | | --- | --- | --- | --- | --- | --- | | Organic traffic (Ahrefs-estimated visits/month) | 2,506 | 5,629 | Oct 2021 to Feb 2024, 28 months | +125% | 41% a year | *Source: Ahrefs, August 2026. Organic search results, not AI citations. [How results are measured](https://aemorph.com/en-au/case-studies/#every-case-study-australian-clients-first-records-visits-before-after-and-over-time)* ### How is the annualised growth figure calculated? **The annualised figure takes the end value divided by the start value, raises it to the power of twelve divided by the number of months, and subtracts one.** Across Smile Team's 28 months, that turns the 125% raw increase into 41% a year. Short-window results, from a low base or a new domain's first full month, are not annualised. ### Which Australian searches does Google cite Smile Team for in AI Overviews? **Ahrefs records Google AI Overviews citing Smile Team for 223 Australian search terms with 22,650 combined monthly searches, led by "retainer" (5,500), "dental retainer" (1,000) and "dental wax" (900).** Keyword dates run from 23 May to 30 June 2026. These are Google AI Overview ([AEO](https://aemorph.com/en-au/glossary/#aeo-answer-engine-optimisation)) citations, not AI chat citations, and the data does not show which work earned them. *Source: Ahrefs organic keywords, Australia, June 2026.* ## What This Result Demonstrates for Australian Dental Groups **Smile Team's result shows that, across a 28-month engagement in which Aemorph's record lists two local blog posts a month and local backlinks, one Australian orthodontics group's Ahrefs-estimated organic traffic more than doubled, equivalent to 41% a year.** The comparison covers two dates, so it does not isolate which part of the work caused the change. Today Aemorph runs SEO, AEO and [GEO](https://aemorph.com/en-au/glossary/#geo-generative-engine-optimisation) (generative engine optimisation) together, so the same pages are built for Google and Bing rankings and for citation in ChatGPT, Claude, Gemini and Perplexity. ## Replicate This Result With Local SEO in Australia **Aemorph's [local SEO service](https://aemorph.com/en-au/services/local-seo/) applies one record standard across the sites of an Australian dental or medical group with three or more practices, so every location competes in local search on the same footing.** The same record also supports [broader SEO](https://aemorph.com/en-au/services/seo/) and [GEO](https://aemorph.com/en-au/services/geo/). The result above is organic SEO. For correct AI answers as well, the standalone start is the [Showstopper Sensor](https://aemorph.com/en-au/services/30-day-showstopper-sensor-sprint/) (Sprint 1), a 30-day showstopper-answer sprint for ChatGPT, Claude, Gemini and Perplexity. It publishes the answers to your [showstopper questions](https://aemorph.com/en-au/glossary/#showstopper-questions), the buyer questions that stop a purchase when AI answers them badly, as the first part of your [Brand Codex](https://aemorph.com/en-au/services/brand-codex/). Any business, at any size, buys Sprint 1 on its own; on the enterprise route, it runs inside Attain or Apex after the audit and the Influencer Blueprint. Bought on its own, Sprint 1 carries the [Ground Truth Guarantee](https://aemorph.com/en-au/glossary/#ground-truth-guarantee) in full. **The Ground Truth Guarantee: within 30 days of publishing, ChatGPT, Claude, Gemini and Perplexity answer your showstopper questions with the facts in your Brand Codex. If they do not, Aemorph refunds 100% of your Sprint 1 fee and keeps working on the answers for a further 60 days, 90 days in total.** *Terms: the Ground Truth Guarantee covers Sprint 1 bought on its own; Sprint 1 inside a monthly package carries no refund; it does not cover Sprint 2 ([Entity Hardening](https://aemorph.com/en-au/glossary/#entity-hardening-sprint-2)), search rankings or Google AI Overviews. [Full terms](https://aemorph.com/en-au/pricing/#the-ground-truth-guarantee)* Aemorph is headquartered in Singapore and has no office in Australia; Australian clients are served remotely, in Australian business hours, and quoted in Australian dollars after the free strategic conversation. Starting points are on the [pricing page](https://aemorph.com/en-au/pricing/). [Start with the Showstopper Sensor](https://aemorph.com/en-au/services/30-day-showstopper-sensor-sprint/) THE STRATEGIC CONVERSATION ## Start with a free *strategic conversation*. Every Aemorph engagement starts with a free strategic conversation. It is the fastest way to see whether Aemorph fits your business before you commit budget. [Book a strategic conversation →](https://aemorph.com/en-au/contact/) STARTING POINT Free You talk through your goals with Aemorph, and Aemorph quotes your engagement after the conversation.