Getting Mentioned Beyond Your Own Website
AI tools trust what other sites say about you. Here is where an orthodontic practice should be showing up, and where it is a waste of time.
Your website is your best salesperson, but it's also the one source an AI tool knows is biased. When ChatGPT or Google's AI decides which practices to recommend, it looks for confirmation from other places. A practice that only talks about itself on its own site has a ceiling.
What the research shows
BrightLocal studied 800 local business searches in ChatGPT in November 2024. They found that business websites made up 58% of the sources, mentions of businesses on other websites made up 27%, and directories made up 15%. A few other findings stood out:
- For informational questions, the kind parents ask before they're ready to book, mentions and directories made up a bigger share than for "find me a business now" questions.
- Yelp, Facebook, and Google Maps didn't show up as directory sources in that study.
- Forums like Reddit and Quora didn't show up for local business searches.
AI tools change quickly, so treat specifics like these as a snapshot, not a law. The overall pattern has held up, though: your own site matters most, and outside mentions are what separate practices with similar websites.
Where an orthodontic practice should show up
Local news and community sites
A story about your practice sponsoring a youth team, hosting a free screening day, or a doctor speaking at a school event. Local news sites carry weight, and they describe you in someone else's words.
Professional and association listings
Directories run by professional organizations and study clubs confirm that your doctors are who they say they are. Keep those profiles complete and current.
Partner and referral relationships
General dentists and pediatric dentists you work with may be happy to list you as a referral partner on their sites. That's a mention from a relevant, local, trustworthy source.
Community involvement pages
Schools, sports leagues, and charities often list sponsors. If you're already supporting them, make sure the listing exists, uses your correct practice name, and links to your site.
Industry publications and speaking
If a doctor is quoted in a trade publication, speaks at a meeting, or appears on a podcast, that page becomes another source confirming expertise.
Skip this: mass directory submissions and paid link packages. Hundreds of low-quality listings won't help an AI trust you, and some can do harm. A dozen real mentions from relevant sources are worth more.
Make every mention count
- Use your practice name exactly as it appears on your sign and your Google Business Profile.
- Make sure the address and phone number are current.
- Ask for a link to the right page: your homepage, or the location page for that office.
- Keep a simple list of where you're mentioned so you can update them all when details change.
Start with what you already do
Most practices are already doing things worth mentioning: sponsorships, school visits, charity work, continuing education. The gap is usually that nobody turned those into public mentions. Pick two this quarter and make sure each one ends up on a web page with your name on it.
Questions orthodontists ask
Do social media profiles count as mentions?
They help confirm you exist and stay active, but in BrightLocal's ChatGPT research, Facebook did not appear as a source for local business searches. Prioritize local news, associations, and partner sites.
Should we buy listings on directory sites?
Be selective. A few relevant, reputable directories are worth having. Paid packages promising hundreds of listings rarely help and can create inconsistent information.
How many outside mentions does a practice need?
There is no fixed number. Compare yourself to the practices that AI tools name in your area. If they show up on local news and partner sites and you do not, that is your gap.
Find out where your practice stands.
Run a free AI Smile Score, or ask us for a free audit of your website, search, and AI visibility.