Fixing a dental website's business details, redirects and tracking
A multi-milestone engagement on a dental practice site: consolidating redirects, removing conflicting practice markup, aligning the homepage details with the structured data, and cleaning up the agreed Google Ads conversion setup.
Client work. The client's name and dates are withheld, and I have not reproduced the original test records.
What they wanted
Three things had to agree: the practice details a visitor reads, the details a search engine is told, and the addresses old links still pointed at. And the conversion actions the practice had agreed to track had to be recorded reliably.
What was wrong
- Redirects had accumulated across several changes and needed consolidating.
- The homepage and the structured data described the practice differently, and
two overlapping entity types —
LocalBusinessandDentist— were both being emitted. - The agreed Google Ads conversion tracking needed checking and cleanup.
What I changed
- Consolidated the redirects so an old URL reaches its replacement rather than passing through several rules.
- Removed the conflicting entity output and implemented one homepage JSON-LD structure that matches the visible practice details.
- Cleaned up the agreed Google Ads conversion-tracking setup.
How I checked it
I checked redirect destinations on the live site, compared the rendered business details against both the HTML and the JSON-LD, and documented the schema and conversion-tracking checks as I completed them.
What it doesn't prove
This is a summary of technical changes. It does not report local ranking gains, rich results, additional conversions or revenue growth.
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