Three phases, ordered by what returns the most for the least work
Proud Smile Jnr ranks for 11 keywords today and 9 of them are the brand name. The site is one page, so no URL exists yet for fissure sealants, palate expanders, mouthguards or a single Hope Island suburb. Nothing here is an authority problem — it is a content problem, and the two biggest opportunities in the whole keyword set (fissure sealants, 5,400 searches; palate expander, 3,600 searches) carry a difficulty score of 0. This plan builds the defensible kids-specialist core first, then uses the generic "dentist [suburb]" searches only as an entry point into that positioning, per the two-tier strategy approved 7 September 2026.
Why this sequence
Month 1 fixes the on-page and technical signals blocking every other page from ranking, and files the two positions already in reach (dentists hope island, position 33/34). Month 2 builds the named-treatment pages with zero ranking difficulty — ToothCraft and ThrivePath — the same content model the Benowa specialist practice used to reach 11,335 visits a month. Month 3 adds the Local-intercept suburb pages and the money/eligibility content, every one of them written and marked up for a parent of a child, not a general dental patient.
Foundation & technical fix
Weeks 1–4
Weeks 1–4 · Foundation & technical fix
Rewrite the home page title tag and H1
Title currently reads only “Proud Smile Jnr” with no category or location keyword; H1 is a brand line. Rewrite both to carry “children’s dentist” and “Hope Island.”
Upgrade schema from LocalBusiness to Dentist, add areaServed
Signals to Google that the practice is a category, not a competitor to every general dentist. areaServed covers the confirmed Hope Island ring.
Google Business Profile: add photos, seed parent questions, add booking link
Profile is 5.0 from 31 reviews — the best rating in the area — but has 9 photos, no posts, no questions and no booking link. The rating is doing all the work on its own.
Build the Hope Island children’s dentist page
“childrens dentist hope island” already ranks #1 off the home page alone. Give it a dedicated page to hold that position and pull in “dentist hope island” and “dentists hope island,” both sitting at position 33/34 today.
Build the fissure sealants page
Biggest treatment term in the research at 5,400 searches with a difficulty score of 0. The Benowa specialist practice built its traffic on one thin page targeting this exact term.
Target keywords
The audit found no true striking-distance list — the home page carries every term today. Fixing the title tag, H1 and schema is what makes every later page able to rank at all, and the two Hope Island terms (position 33/34) are the closest thing to a quick win the account has.
Authority building
Month 2
Months 2 · Authority building
Build the palatal expansion page
3,600 searches, difficulty 0. Covers the expander itself, the before-and-after search (1,300/mo) and the “does it hurt” parent-fear question (40/mo).
Build the Myobrace page
1,900 searches for the named ThrivePath appliance, plus the cost question (50/mo) that decides the enquiry.
Build the ThrivePath hub page
Category home for “braces for kids” (1,000/mo, currently owned by orthodontists, not dentists), twin block appliance and the early-orthodontic-treatment argument.
Build the chalky teeth / MIH page
390 searches for the parent-language term, another 390 for the clinical phrasing (hypomineralisation teeth). Almost nobody in Australia targets this properly.
Build the children’s mouthguard page
1,600 searches, seasonal, tied to school sport. Publish ahead of the school sport season per the approved path forward.
Build the ToothCraft hub page
Ties fissure sealants, tooth-coloured crowns and space maintainers (720/mo, the Benowa practice ranks first nationally on one thin page) under one system page.
Target keywords
Every keyword in this month is Core — defensible: a named treatment PSJ already delivers, with zero or near-zero ranking difficulty. This is the content that makes Google treat Proud Smile Jnr as the Gold Coast kids specialist rather than one more general practice, and it is the same narrow-but-deep model the Benowa and Robina specialist practices used to win the qualified terms.
Conversion & local expansion
Month 3
Months 3 · Conversion & local expansion
Build the Pimpama children’s dentist page
Biggest suburb demand in the ring at 1,300/mo, new housing estates full of young families. Title, H1 and schema written for kids so the generic click lands on a kids specialist.
Build the Oxenford and Helensvale children’s dentist pages
720/mo each. Helensvale already has two competitors (Breeze Dental, Dental As Anything) running child-specific pages — match the model, don’t compete on breadth.
Build the Child Dental Benefits Schedule page
“cdbs” carries 1,000 searches on its own as an acronym. Answer the money question clearly or lose the enquiry.
Build the fees and payment options page
Covers the pediatric dentist cost and Myobrace cost searches. Nobody local does price transparency well.
Publish “Baby teeth: what every parent needs to know”
5,400 searches, the single highest-volume term in the entire keyword set. Top-of-funnel, links into the first-visit and check-up-and-clean pages, from the approved Blog plan tab.
Internal linking pass between Proud Smile Dental and Proud Smile Jnr
From the approved path forward: connect the sister-brand sites now that both have real page structure to link between.
Target keywords
This is the Local-intercept layer: broad “dentist [suburb]” volume the practice needs to capture, built last so the site’s topical authority is already established on the defensible kids-specialist terms before it starts competing for generic local searches.
Expected outcomes
Every figure below is the audit’s own modelled opportunity, not a projection invented for this plan: a 12% top-three click-through rate, a 2% enquiry rate, and Google Ads cost-per-click for the same terms.