Fresh Digital proposal for Epping Family Dental

01 · Executive Summary

The gap is geography, not competitiveness

Your ranking report of 21 September 2026 tracks 85 terms. Thirty-nine of them rank, and every single one is an Epping term. Thirty-seven are in the top ten. Ten are at position one. There is no reasonable reading of that in which the practice has a visibility problem in Epping.

The 46 terms that do not rank tell a different and much simpler story. Forty of them are Sydney-wide terms. Five are “near me” terms. That is 45 of 46. The remaining one is in chair teeth whitening Epping, and when we audited the site on 21 September we found the whitening page offers take-home kits only and never mentions in-chair treatment. The rankings are not mysterious. The site ranks for what it has a page for, in the suburb it names, and nothing else.

37 of 40

Epping terms in the top ten, with ten at #1. The local position is already won.

0 of 45

Sydney-wide and “near me” terms ranking anywhere in the top 100.

19 of 20

AI prompts in your AEO report where the practice is not mentioned at all.

⚠ What that costs you every month it stays this way

The searches a Sydney patient makes, and where you sit on them today

✕
Someone in Ryde, Macquarie Park or Chatswood searching Invisalign Sydney or veneers Sydney never sees you. That is 40 terms of qualified, higher-value cosmetic demand going to a competitor
✕
Someone standing 2km away searching cosmetic dentist near me or Invisalign near me never sees you either. Five terms, and the most ready-to-book intent there is
✕
Every one of the 11 Invisalign questions put to AI Overviews, ChatGPT and Gemini returns nothing with your name on it, despite Invisalign being your single strongest treatment area
✕
Four of those AI questions are cost questions. Not one page on your site states a price or a range, so there is nothing for an answer engine to quote

02 · The Baseline

Where you rank today

This is your own Fresh Digital ranking report of 21 September 2026, read in full rather than sampled. It is the baseline every monthly report from here is measured against, so it is worth reading closely.

All 85 tracked terms, by position

Position band	Terms	Share of the 85
#1	10
#2 to #3	18
#4 to #10	9
#11 to #20	0
#21 to #100	2
Not in the top 100	46

The same 85 terms, split by geography

Scope	Tracked	Ranking	In top 10	Not in top 100
Epping terms	40	39	37	1
Sydney-wide terms	40	0	0	40
“Near me” terms	5	0	0	5

Read that middle row twice. Forty Sydney terms, zero rankings. Not one at position 40, or 80, or anywhere in the top 100. That is the signature of a site that has never been asked to compete at metro level, rather than one that tried and lost.

The ten terms at position #1

Term	Rank	Page Google is ranking
Invisalign for adults Epping	#1	/invisalign/
Invisalign for teens Epping	#1	/invisalign/
Invisalign clear aligners Epping	#1	/invisalign/
Invisalign treatment Epping	#1	/invisalign/
Invisalign consultation Epping	#1	/invisalign/
adult orthodontics Epping	#1	/aligners-and-orthodontics/
dental veneers Epping	#1	/veneers/
ceramic veneers Epping	#1	/veneers/
veneers cost Epping	#1	/veneers/
cosmetic teeth Epping	#1	/cosmetic-dentistry/

Which pages carry the 39 rankings

Page	Terms it ranks for	Share
/invisalign/	12
/ (home page)	8
/veneers/	7
/teeth-whitening/	6
/cosmetic-dentistry/	3
/aligners-and-orthodontics/	3

Six pages are doing all of the work. That is the second half of the diagnosis: you rank for exactly as many things as you have pages for, and the pages you have all say “Epping”.

The 46 terms that do not rank, grouped

Cluster	Tracked	Ranking	What is missing
Orthodontics & Invisalign Invisalign Sydney · clear aligners Sydney · Invisalign cost Sydney · Invisalign near me	35	15	Your strongest area locally, and your largest metro gap. 20 terms unranked.
Veneers veneers Sydney · porcelain veneers cost Sydney · composite veneers Sydney · veneers near me	19	8	11 unranked, and every cost variation is among them.
Cosmetic & smile makeover cosmetic dentist Sydney · smile makeover Sydney · smile design Sydney · cosmetic dentist near me	20	10	10 unranked. The highest-value treatment category you offer.
Teeth whitening teeth whitening Sydney · teeth whitening near me · in chair teeth whitening Epping	11	6	5 unranked, including the one Epping term you miss.

Source and method. Fresh Digital ranking report for eppingfamilydental.com.au, 21 September 2026, Google.com Australia, Sydney NSW, English, 1 tracked URL. Every row in the report was read, not sampled: the 39 ranked and the 46 unranked sum to 85, and the band counts above match the report’s own summary exactly (10 / 18 / 9 / 0 / 2 / 46). The geography and cluster splits are our grouping of those 85 rows, not the report’s. The report carries no search volume data, so this proposal contains no traffic forecast and no ranking guarantee, and will not offer one.

03 · The Cause

Ten findings, all countable

Audited on 21 September 2026 against the live site and the rendered HTML of every core page. Every number below can be re-checked in a browser in about a minute, and we will walk anyone at the practice through it.

0 of 5

treatment pages put a single FAQ question in a heading

This is the big one. Your Invisalign, veneers, whitening and cosmetic pages carry 15 questions and answers between them, genuinely good ones. But each question is marked up as <a class="toggle"> inside a paragraph, not as a heading, and the answer is collapsed inside an accordion. To a person it looks like an FAQ. To an answer engine it is a link with no question attached.

0 of 12

pages carry FAQPage, Service or MedicalProcedure schema

Every page we checked carries the same single block: LocalBusiness, MedicalBusiness, Dentist. That is a good foundation and it is doing its job. But nothing on the site tells a machine “this page is about the Invisalign procedure” or “this is a question and this is its answer”.

0 of 5

treatment pages state a cost, a range or a starting price

The veneers page has a question literally headed “What is the cost?” and answers that a price is difficult to give before a consultation. That is a fair clinical position, but four of your twenty AI prompts are cost questions and all four return nothing. An answer engine cannot quote a number that does not exist.

6 of 6

commercial page titles already claim “Sydney”

The home page and all five treatment pages follow the pattern “… Epping, Carlingford, Sydney NSW”. So the site already claims Sydney in the one place it is cheapest to claim it, and still ranks 101+ for all 40 Sydney terms. A word in a title tag with no page, content or internal linking behind it is not a claim Google acts on. The other six pages we checked do not mention Sydney at all.

pages target any suburb other than Epping

The sitemap lists 55 URLs. Once you remove the blog posts and the core pages, there is no location page for Carlingford, Marsfield, Eastwood, North Epping, Ryde or anywhere else, despite Carlingford and Marsfield already appearing in your copy.

484–651

words of unique content on each treatment page

Whitening 484, veneers 488, Invisalign 563, cosmetic dentistry 566, aligners and orthodontics 651. Every treatment page sits under 700 words. That is enough to win an uncontested suburb term and not enough to compete at metro level against practices running 2,000-word treatment pages.

FAQ section on the aligners and orthodontics page

It is the only treatment page without one, and it carries clear aligners Epping at #22. Only two of your 39 rankings sit outside the top twenty, and that is one of them. The correlation across your own pages is hard to miss.

1 of 1

missing Epping ranking is explained by missing content

The single Epping term you do not rank for is in chair teeth whitening Epping. The whitening page describes take-home kits only and never mentions in-chair or in-office treatment. Meanwhile you rank #3 for laser teeth whitening Epping on a page that does not mention lasers either.

comparison of porcelain versus composite veneers anywhere on the site

The veneers page covers porcelain only, naming IPS e.max. One of your twenty AI prompts is “Are porcelain veneers better than composite veneers?” and it returns nothing. Composite veneers Epping is your weakest Epping veneer ranking at #8, while ceramic veneers Epping sits at #1 and porcelain veneers Epping at #2.

meta description on the blog index

A small thing next to the rest, but it is the hub for every article you publish and it ships with nothing telling Google what it covers.

Method. Live DOM queries against the rendered pages at eppingfamilydental.com.au on 21 September 2026, covering the home page, the five treatment pages, dental services, about, contact, new patients, meet the dentists and the blog index: twelve pages in total. Heading counts, title tags, meta descriptions, word counts and JSON-LD @type values were read from the pages themselves, not from a crawler cache or a third-party export. URL count taken from /sitemap.xml, which is the sitemap named in your robots.txt. Where we say “0 of 12” we checked twelve pages, and where we say “0 of 5” we checked the five treatment pages, and we have said which is which throughout.

04 · Scope of Work

What we actually do

Three pillars, in this order, because the order matters. The cheapest and fastest work goes first. Everything is run by the same in-house team and reported in one monthly document.

Make the answers you already have readable

Month 1 · the quick win

You have written 15 good answers. They are invisible to machines for structural reasons that take days, not months, to fix. This is the first thing we do because it is the highest return per hour in the whole engagement.

→

Lift every FAQ question into a real heading. The accordion can stay, the behaviour can stay. The question becomes an H3 with the answer in readable text beneath it rather than a toggle link.

→

Re-word the questions to match how people ask them. Your Invisalign page answers “How long does it take?” The question being asked is “How long does Invisalign take to straighten teeth?” The answer is already right; only the question needs changing.

→

Deploy FAQPage, Service and MedicalProcedure schema alongside the LocalBusiness block you already run, so each page declares what procedure it describes.

→

Answer the cost question properly. A starting-from figure or a clear range on Invisalign, veneers and whitening, written with you and worded so it stays accurate. Four AI prompts and several ranking terms depend on it.

→

Add the missing content. In-chair whitening, porcelain versus composite veneers, and an FAQ on the orthodontics page. Three gaps that map directly onto three measured misses.

Build the Sydney and suburb layer

Month 1 to 4 · the build

Forty terms have no page to rank with. The word “Sydney” in a title tag is not a page. This is the work that opens the second half of the market.

→

Metro treatment pages for Invisalign, veneers, cosmetic dentistry and whitening, written for a patient travelling to you rather than one who already lives up the road.

→

Suburb pages for your genuine catchment. Carlingford and Marsfield are already in your copy. Eastwood, North Epping, Beecroft, Cheltenham and Ryde are the sensible next ring. Real pages with real local content, not spun duplicates.

→

Depth on the six pages already working. Taking the treatment pages from ~550 words to something that competes at metro level, without touching what is already ranking at #1.

→

Internal linking. Right now six pages carry everything. As the page set grows, the linking has to grow with it or the new pages sit orphaned.

→

Monthly content written against the 85 tracked terms and the AI prompt list, not against a generic dental calendar.

Google Business Profile and the “near me” cluster

Month 1 build, then ongoing

“Near me” searches are decided in the map pack, not the blue links. That is a different discipline from the page work above, and it is where five of your unranked terms live.

→

Categories and services. Primary and secondary categories reviewed, and Invisalign, veneers, whitening and cosmetic dentistry listed explicitly as services on the profile.

→

Products and service descriptions written into the profile itself, so the treatments appear in the panel and not only on the site.

→

Posts on a regular cycle, which dentistry suits well: offers, new technology, team news.

→

Reviews. A steady request process and a response on every review. This is the single biggest lever on map pack position after proximity.

→

Local visibility reporting on the “near me” terms alongside the organic ones, so you can see the map pack moving separately.

What is deliberately not in here

So there is no ambiguity about what $2,450 + GST a month buys

✕
Google Ads or Meta Ads. Not in this scope and not in this fee. You have not asked for them and we are not quoting them. If paid search becomes worth doing once the Sydney pages exist, we will make that case separately with numbers.
✕
A website rebuild. The site does not need rebuilding. It needs pages added and its existing content made machine-readable, which is a different and much cheaper job. Everything is built on your current platform.
✕
Clinical or treatment advice, of any kind. You are the dentists. Every word we write about a procedure, a material or a price goes to you for review before it is published, and nothing goes live without your sign-off.

05 · Answer Engine Optimisation

Be the answer, not just a link

A growing share of dental research now ends without a click, because Google or an AI assistant answered on the spot. Your AEO report puts a number on where you sit today, and it is a stark one.

AEO report, 21 September 2026 · 20 prompts tracked

Engine	Appearances	Mentions	Links	Visibility
Google AI Overviews	7	4	3	5%
Google AI Mode	0	0	0	0%
ChatGPT	7	6	1	5%
Gemini	9	5	4	5%
All engines	23	15	8	4%

Here is the detail that matters more than the totals. All 23 appearances came from one prompt. “What cosmetic dentistry options are available in Epping?” scores 75% visibility and shows up in AI Overviews, ChatGPT and Gemini. The other 19 prompts score zero across every engine.

◆ Why that one prompt works and the other nineteen do not

It is the only question your site has a page-level answer for

Two of the twenty prompts name Epping. One is “What cosmetic dentistry options are available in Epping?” and your cosmetic dentistry page lists exactly that: the options, in text, under a heading. It scores 75%. The other is “How much does Invisalign cost in Epping?” and it scores zero, because no page on the site states a cost. The engines are not ignoring you. They are quoting you on the one question you have answered in a form they can read, and skipping the nineteen you have not. That is a fixable problem, and section 04 pillar 1 is how we fix it.

Questions as headings

Your 15 existing answers, lifted out of accordion toggles and into real headings with readable text beneath.

Schema Google still supports

LocalBusiness, Organization, Breadcrumb, Service and MedicalProcedure are all current and useful. Those we will use.

The cost answers

Four prompts turn on a number. Written with you, kept accurate, and worth several rankings besides.

✓

Restructure the 15 existing answers so an answer engine can lift them cleanly

✓

Answer the 11 Invisalign questions in your prompt list directly, on the Invisalign page

✓

Schema identifying the practice, its procedures and its dentists as machine-readable entities

✓

Re-run the same 20 prompts every month and report the movement against this baseline

◆ Being straight with you about one thing

FAQ rich results no longer exist. This is not that.

Plenty of proposals still promise FAQ rich snippets in Google search results. Google deprecated that feature. So we are not selling you FAQ markup for rich results, because there are none to win. What structured question content still does, and does well, is make your material parseable by AI assistants and by Google’s own generated answers, and give every treatment page a clear machine-readable identity. That is the value, and that is what we are quoting.

06 · The Plan

Sequenced so the cheap wins come first

No black box and no six-month discovery phase. The FAQ and schema work ships inside the first three weeks, because it costs the least and moves the AEO number fastest.

Discovery and technical audit Weeks 1 to 2

Full crawl, Search Console, Analytics and Google Business Profile access, a keyword to page map built off the 85 tracked terms and the 20 AI prompts, and confirmation of which URLs hold authority so the 39 existing rankings are protected.

FAQ restructure and schema Weeks 2 to 3

The 15 answers lifted into headings, questions re-worded to match real queries, and FAQPage, Service and MedicalProcedure schema deployed across the treatment pages. The fastest visible change in the engagement.

Content gaps and cost answers Weeks 3 to 6

In-chair whitening, porcelain versus composite veneers, an orthodontics FAQ, and the cost content on Invisalign, veneers and whitening. All drafted by us, all reviewed and signed off by you before publication.

Google Business Profile Month 1 onward

Profile build in Month 1, covering categories, services, products and descriptions, then ongoing posts and review management. This is what moves the five “near me” terms.

The Sydney and suburb layer Month 2 onward

Metro treatment pages and catchment suburb pages, built in priority order starting with Invisalign, which is both your strongest treatment and your largest metro gap at 20 unranked terms.

Report and adjust Every month

The same 85 terms and the same 20 prompts reported every month against this baseline, plus the new ones we add, with the page each term is ranking on. One plain English report and a call.

07 · Why Fresh Digital

Straight talking. Data driven. Results first.

We are a team of digital specialists on the Gold Coast. 40+ years of combined director-level experience and 14 years established across the APAC digital arena, and we have helped thousands of businesses solve their online marketing problems. This proposal is a fair sample of how we work: read the source, count the things that can be counted, and say plainly what we do not know.

The Fresh Digital team in session — Your strategy, our team

4.7

★★★★★ Live Based on 67 Google reviews

★★★★★

"Outstanding service and the product was exactly what I was after."

Mick PolsGoogle

★★★★★

"Customer service and knowledge second to none. Highly recommend."

Robert MartinGoogle

★★★★★

"Rob explained everything in detail and the prices were very affordable."

Chloe SchofieldGoogle

★★★★★

"Always quick to respond and they follow up on everything immediately."

Brad TreloarGoogle

14yr

Established & trading since 2011

2,000+

Clients served across AU & APAC

40yr+

Combined director-level experience

✓

Every claim sourced. If we cannot verify it, we label it or we leave it out.

✓

Simple, meaningful reports against a baseline you can see in section 02.

✓

In-house team, no subcontracted SEO and no offshore content mill.

✓

You approve every clinical word before it is published.

Peter Groves

Managing Director

Founder and driving force. 20+ years in digital strategy across Australia and APAC.

Rob Hickey

Director

SEO and Google Ads specialist building strategies that deliver measurable results.

Bell Thawornkul

Technical Director

Leads web development and infrastructure. Expert in performance and custom builds.

Nanthaporn Groves

Ads Marketing Manager

Manages paid advertising across Google and Meta with a data-driven approach to ROI.

◆ Inside Fresh Digital

Inside the Fresh Digital studio — Inside Fresh Digital

The Fresh Digital team at work — The Workstation

08 · Investment

Investment, in plain numbers

One monthly retainer of $2,450 + GST. The Month 1 build is included in it. There is no setup fee, no ad spend, and no separate management surcharge.

Month 1 · the buildInclusion

Technical and content auditIncluded

Keyword to page map across the 85 tracked termsIncluded

FAQ restructure across the treatment pagesIncluded

Schema deploymentIncluded

Google Business Profile build outIncluded

One-off setup fee$0

Every monthInclusion

Ongoing SEO, new pages and contentIncluded

Answer engine optimisation and schemaIncluded

Google Business Profile managementIncluded

Rank tracking on the same 85 termsIncluded

AI visibility tracking on the same 20 promptsIncluded

Monthly retainer$2,450 + GST

◆

The bottom line. $2,450 + GST a month, which is $2,695 once GST is added. The Month 1 build is inside that figure, so there is nothing extra to pay to start. No ad spend is quoted or recommended in this proposal, so the retainer is the entire cost of the programme.

All fees are quoted in Australian Dollars and are exclusive of GST. The monthly retainer is $2,450 + GST, invoiced monthly from the start date and covering the Month 1 build as well as the ongoing work. There is no one-off setup fee on this engagement. No advertising spend is included, quoted or recommended in this scope. Rankings, AI visibility and traffic outcomes are objectives based on the current baselines in sections 02 and 05 and are not guarantees; the ranking report this proposal is built on contains no search volume data and no forecast is made from it. All content describing treatments, materials or pricing is provided to Epping Family Dental for review and is published only on your approval. This proposal is valid for 30 days from issue.

FAQs

Questions you might have

We already rank #1 for a lot of things. Why do we need this?

Because you rank #1 for a lot of things in one suburb, and nothing at all in a city of five million. Thirty-nine of your rankings are Epping terms. Zero are Sydney terms. The work here is not fixing what is broken, it is opening a market you have never competed in.

Will changing the FAQs risk the rankings we already have?

No. We are changing how the questions are marked up, not deleting the answers, and the accordion behaviour can stay exactly as it is for patients. Protecting the 39 existing rankings is an explicit part of the Week 1 to 2 audit, which is why that step comes before anything is touched.

We are not comfortable publishing prices. Is that a dealbreaker?

Not a dealbreaker, but it does cost you. Four of your twenty AI prompts are cost questions and all four return nothing, and “veneers cost Epping” is already one of your #1 terms without a number on the page. Our recommendation is a clearly worded starting-from range rather than a fixed price. If you would rather not, we will say so honestly in the reporting rather than pretend those four prompts are winnable.

Can we realistically rank for “near me” across Sydney?

No, and anyone who tells you otherwise is selling something. “Near me” results are decided largely by how close the searcher is standing to you. What we can move is your position for people searching within a realistic drive of Epping, and that is done through the Google Business Profile, reviews and local signals rather than through pages.

You are not promising a ranking. Why not?

Because nobody can, and because the report this proposal is built on carries no search volume data. It tells us where you rank, not how many people search. We will not put a traffic forecast in front of you that we cannot support. What we will commit to is the work, and the same 85 terms and 20 prompts reported every month against the baselines in sections 02 and 05.

How long before we see movement?

The AI visibility number should be the first to move, because that work ships in weeks two to three. Rankings on brand new Sydney pages are slower: expect first visible movement in months two to four and compounding after that. We report monthly either way, including when a month is flat.

Is there a setup fee, and what are we locked into?

No setup fee. The Month 1 build is included in the $2,450 + GST monthly retainer. The retainer runs month to month, and the pages, content and schema are yours and stay on your domain whatever happens after that.

What do you need from us to start?

Google Search Console, Google Analytics and Google Business Profile access, a login that can edit the website, and one named person for clinical content sign-off. That is the whole list.

09 · Next Steps

Ready to get started

Accept below

Complete the acceptance block and it opens a pre-filled email to Mitchell. Or reply with questions on scope or numbers first.

Kick off

Access handover and the discovery call. We start the audit the same week.

FAQs and schema live

The 15 answers restructured and schema deployed inside the first three weeks. The cheapest work, shipped first.

Month 1 report

Your first report lands at the end of Month 1, against the exact baselines in sections 02 and 05 of this document.

Accept this proposal

Enter your name and role and press accept. It opens a pre-filled email to Mitchell confirming your acceptance of the scope and the $2,450 + GST monthly retainer set out above. Nothing is submitted anywhere else and no data leaves your device.

Full name

Title or role

Company

Date

Enter your name and role to continue.

Your key contact

Mitchell

Account Director, Fresh Digital

Your direct line into Fresh for this engagement. Anything on scope, numbers or timing comes straight to me, and I keep the work joined up from the brief through to handover.

Direct

0485 950 210

mitch.g@freshdigital.com.au

Ready to begin

Pay your first month online

There is no setup fee on this engagement, so the only thing to pay to start is the first month’s retainer of $2,450 + GST, which is $2,695 once GST is added.

Amount to enter at checkout (incl. GST)$2,695

Pay securely online ↗

🔒 Secure card payment via Stripe

On the Stripe page, enter the amount shown above. Prefer bank transfer or a formal tax invoice? Just reply to this proposal and we’ll sort it out.

Fresh Digital · Australia’s digital partner · 14 years of search & digital
mitch.g@freshdigital.com.au · +61 7 3186 2165 · freshdigital.com.au
Suite 5/492 Christine Avenue, Robina, Gold Coast QLD 4226