Dental GBP Optimization Audit · Yext Gap Analysis

Clay Center Family Dental Care

GBP: maps.google.com/?cid=15981886307776110842
Place ID: ChIJTeU3jVgKvYcR-qCs1-sQy90 · Market: Clay Center, KS (Great Plains Region)
SGA Code: CLAYFDKSDD · DI Name: Clay Center Family Dental Care · Audit Date: 2026-10-19
Yext status: In Yext — entity id 166378694524868, uid 2012939771, label yelp11252025. Rich record present.
Items 1–3 execution package: → open the 30-minute ops package (what Terra & Jenn do today to clear Items 1, 2, 3)

21out of 40

Needs Improvement

A solid 4.9★ / 246-review profile with active owner responses and a Jun-2026 team photo — the fundamentals are right. But the single biggest unlock is sitting unused: Yext holds a 750-char description, 20-service list, and 4 category offerings that are NOT being pushed into Google Business Profile. Primary opportunities are the Yext→GBP sync gap, the empty Q&A (0/5), and thin Posts cadence (2/5).

Yext → Google Business Profile Gap

Yext has rich data on this entity. Google Business Profile shows a thin version of it. These fields can and should be pushed from Yext — most of them are one-click publishes.

Field	What Yext holds	What GBP shows
Business description	✓ 750-char copy naming Dr. Dustin Kruse, Dr. Carrie Peterson, 15+ services, geo coverage of Clay County + Concordia / Manhattan / Junction City / Abilene / Washington / Beloit / Jewell	✗ Empty. GBP About tab shows no description. Google Places API returns none.
Services menu	✓ 20 structured services: General & Family, Preventive, Exams & X-Rays, Fillings, Cosmetic, Whitening, Veneers, Crowns & Bridges, Implants, Implant-Supported Dentures, Dentures, Root Canal, Extractions, Invisalign, Orthodontics, Pediatric, Sedation, Emergency, TMJ, Oral Cancer Screenings	✗ No structured services menu. "Services" link just redirects to claycenterdentist.com. SerpAPI confirms `service_options: None`.
Categories	Yext does not expose `categoryIds` on this read, but offerings in the record align with Dentist, Cosmetic Dentist, Pediatric Dentist, Emergency Dental Service, Sedation Dentistry	✓ Primary Dentist set (good), secondaries Emergency dental service + Pediatric dentist live. ✗ Missing Cosmetic Dentist and Sedation Dentistry as formal secondary categories, even though both show as About-tab offerings.
Payment options	✓ AMERICANEXPRESS, CASH, CHECK, DISCOVER, FINANCING, MASTERCARD, VISA	◐ GBP shows generic "Credit cards, Debit cards, NFC mobile payments, Payment plans" — Amex / Discover / financing specifics not surfaced.
Hours	✓ M–F 08:00–16:30, Sat/Sun closed (`additionalHoursText` absent)	✓ Match — GBP shows the same.
Website URL	✓ `claycenterdentist.com`	✓ Yext is actively pushing the website — GBP URL carries `?y_source=1_MjAxMjkzOTc3MS03MTUtbG9jYXRpb24ud2Vic2l0ZQ%3D%3D` (Yext attribution tag). Confirms Yext→GBP sync is live for the website attribute.
Facebook URL	✓ `facebook.com/182574962683`	Not displayed on public GBP (Google rarely surfaces this), but Yext is syndicating it elsewhere (Apple, Bing, 60+ directories).
Photos (photoGallery)	✗ `photoGallery` not returned in the record — Yext isn't holding managed photos for Clay Center.	◐ ~10–12 owner photos, hero refreshed Jun 2026. Good team shots. No before/after, no technology, no operatory variety.
Featured message / Q&A	✗ No `featuredMessage`, no Yext-managed Q&A seed.	✗ GBP Q&A is empty.

Fix: Publish the Yext description + services to the GBP listing (and verify sync went through — some Yext fields are set to "update if blank" and may need a manual push). Add Cosmetic Dentist and Sedation Dentistry as GBP secondary categories. Both actions are inside the existing Yext license — no incremental cost.

Category Scores

4/5

1. Core Profile Completeness

2/5

2. Services & Treatment Alignment

4/5

3. Reviews & Reputation

3/5

4. Photos & Visual Content

2/5

5. Posts & Activity

0/5

6. Q&A Section

4/5

7. Messaging & Conversion

2/5

8. Local SEO Signals

Detailed Findings

1. Core Profile Completeness

4 / 5

✓ Name "Clay Center Family Dental Care" matches crosswalk + Yext + legal entity. No stuffing. (Minor branding note: physical signage reads "Clay Center Family Dentistry" — different trade name but harmless for GBP.)
✓ Primary category: Dentist (dentist) — the strongest category for the "dentist near me" query family.
✓ Two secondaries live: Emergency dental service + Pediatric dentist.
✗ Missing Cosmetic Dentist + Sedation Dentistry as secondaries — both appear as About-tab "offerings" but aren't formal category slots. Add via Yext push or direct GBP edit.
✓ Address, phone, hours, website — all accurate and Yext-syndicated.

Fix: Add Cosmetic Dentist + Sedation Dentistry as formal secondary categories (both via Yext).

2. Services & Treatment Alignment

2 / 5

✗ No in-GBP Services menu. SerpAPI confirms service_options: None. The "Services" link in the overview rail is just a website redirect.
✓ Yext has 20 structured services ready to publish — the content exists, the push just hasn't been enabled.
◐ Only 4 "Offerings" tags live on the About tab: Cosmetic dentistry, Emergency services, Pediatric care, Sedation dentistry. Better than most but far below the 10+ benchmark.
✗ Zero service descriptions on the profile itself — patients can't learn about implants, Invisalign, veneers, or whitening without clicking through to the website.

Fix: Publish Yext's 20-service list to the GBP Services menu. If Yext's sync doesn't carry service descriptions, write short 60–100-character descriptions per service directly in GBP (one-time, 2–3 hours).

3. Reviews & Reputation Strength

4 / 5

✓ 246 reviews at 4.9★ — Strong tier. The dominant dental review profile in Clay County. (Nearest in-market competitors: Prairie Family Dental 4.4/62, Joseph G. Ferguson DDS 4.6/5. Family & Implant Dentistry is a larger neighboring profile at 4.7/534 but a different market.)
✓ Owner responds to every recent review. 5 of 5 newest reviews responded to — simon (Oct 16), Winston (Oct 10), Josh (Oct 10), Stephanie (Oct 10), Karen (Oct 8 — on an edited review from 2025). Response SLA appears to be same-day or next-day.
◐ Response copy is slightly templated. All five recent replies open with "Thank you for your wonderful review! We're thrilled to hear…" — Google and sophisticated patients recognize the pattern. Varying the opening line and citing a specific detail from each review (the hygienist's name, the procedure) lifts quality without lifting workload.
✓ Review velocity: 4 reviews in the last 30 days — above the "moderate" benchmark. Pace suggests the practice is actively asking for reviews.
◐ Review keyword tag "insurance issues" (5 mentions) is visible in the review-filter rail. Worth pulling those specific reviews, understanding whether it's a billing-communication issue, and addressing it operationally so it stops appearing as a surface keyword.

Fix: Vary the opening line + cite one specific detail per review response — moves from "4/5" to "5/5." Audit the 5 "insurance issues" reviews with RCM to identify the pattern.

4. Photos & Visual Content

3 / 5

✓ Hero photo refreshed Jun 2026 — a professional team group shot in front of the signage. Current, warm, inviting. Far better than most SGA practices.
◐ ~10–12 owner-uploaded photos. Mix of hero team shot, doctor spotlights (Dr. Kruse + younger doctor), exterior signage repeats, interior (someone at a computer). Below the 50+ "good" benchmark.
✗ No operatory photos. Patients can't see the chairs, equipment, or clinical environment.
✗ No technology/equipment photos. If the practice has digital scanners, intraoral cameras, CBCT, same-day crown mill — not shown.
✗ No before/after photos. Missing the highest-converting photo category for cosmetic (Invisalign, veneers, whitening — all 3 on Yext's service list).

Fix: Add 20+ operatory + technology + before/after photos through a Dawson shoot or a half-day phone-camera batch. Hold hero where it is — it's working.

5. Posts & Activity

2 / 5

◐ One "From the owner" post from 6 days ago — team-forward copy with the Neurality booking link as the CTA. Good content; just needs cadence.
✗ No earlier post surface visible — pattern suggests posts are published ad-hoc, not on a schedule. Monthly cadence at best.
✗ No offer/promo posts. No new-patient special, no financing promo, no seasonal (whitening before holidays, EOYB).

Fix: Add Clay Center to the 2x/week GBP cadence through Social Studio. Rotate: service feature, team spotlight, new-patient special, educational.

6. Q&A Section

0 / 5

✗ Q&A section is empty. SerpAPI returns no questions_and_answers data. Patients land on the profile with no answers to the questions that drive the first call (cost, insurance, pain, new patients, emergency).
✗ Risk: any random Google user can post a question and it will be auto-promoted to the top of the panel.

Fix: Seed 8–10 questions from the office manager's personal account, answer from the owner account. Standard SGA set: implants cost, Invisalign cost, Delta Dental, new patients, sedation, same-day emergency, kids, financing (PlanForward + CareCredit + Sunbit), does it hurt, whitening.

7. Messaging & Conversion Features

4 / 5

✓ Neurality AI scheduler wired as the appointment link — direct online scheduling is the best possible booking path.
✓ Phone one-tap: (785) 632-3126 clickable.
✓ Website carries Yext's y_source attribution — click-through from GBP is tracked.
◐ GBP Messaging not confirmed enabled. No "Message" button visible on the overview rail. If no one can respond within an hour during business hours, leave off; otherwise turn on.

Fix: Confirm Messaging status + response-owner. Nothing else to do here — this category is already a strength.

8. Local SEO Signals

2 / 5

✗ Business description empty on GBP despite Yext holding a 750-char keyword-rich version (names doctors, services, geo coverage). This is the single biggest keyword-surface miss.
✓ NAP consistency: Yext ⟷ GBP ⟷ sga3p crosswalk ⟷ website all match.
◐ Primary category correct, 2 of 4 relevant secondaries live. See Category 1.
✗ Geo-expansion keywords unused on GBP — Yext description already names Concordia, Manhattan, Junction City, Abilene, Washington, Beloit, Jewell. None of that reaches GBP.

Fix: Publish Yext description to GBP. One push unlocks description + geo keywords + doctor names + service list. 15 minutes of work for 60% of this category's value.

Top 5 Priority Issues

Push the Yext description + services menu to GBP. Yext already has a 750-char description and 20 structured services. GBP has neither. This is the single highest-ROI change. High impact
Add Cosmetic Dentist + Sedation Dentistry as GBP secondary categories. Both are already About-tab offerings but need formal category slots to rank on those search queries. High impact
Seed 8–10 Q&A questions. Empty today; competitors are seeded. Medium impact
Lift Posts cadence to 2x/week. One post in 6 days is a start; cadence is what Google rewards for freshness. Medium impact
De-templatize review responses + address "insurance issues" tag. 4/5 score becomes 5/5 with slight copy variation; the "insurance issues" review-keyword cluster deserves an operational look. Medium impact

Action Plan by Team

Marketing (Jenn Freemyer / Growth Ops / Social Studio)

Yext push to GBP: Verify Google Business Profile sync is turned on at the Yext entity level. Trigger a manual publish of description + services + secondary categories. Watch for the Yext publish disruption queue over the next 72 hours in case Google rejects any field.
Add Cosmetic Dentist and Sedation Dentistry to c_primaryCategory / secondary categories in Yext.
Draft 8–10 Q&A seed questions in the Doctor Voice KB tone, hand off to Terra to post.
Add Clay Center to the 2x/week GBP post cadence through Social Studio. Backfill 2 posts in week one so the Updates panel has rhythm.
Pull the 5 "insurance issues" reviews and feed to RCM for pattern analysis.

Office Manager (Terra Winter)

Keep the current response SLA — it's already in the top decile across the network. Add one personalization line per response (hygienist name, specific procedure, something concrete from the review).
Post the 8–10 seeded Q&A questions from a personal Google account, then answer each from the Clay Center owner account.
Upload 20+ new owner photos: operatory (3+), tech/equipment (any digital scanner, intraoral camera, mill), one before/after per month as consent allows.
Train front desk on service-keyword review scripts — ask patients who had implants, Invisalign, or whitening to mention the service by name when leaving a review.

Doctors (Dr. Dustin Kruse + Dr. Carrie Peterson)

Approve the Q&A seed answers once Marketing drafts them (clinical sign-off, 15 minutes).
Approve a before/after photo-release workflow so Terra can start uploading cases to GBP.
Flag the 1–2 priority services the practice wants to grow (likely implants and Invisalign) — those become the content focus of posts + review-prompt list.

Operations

Confirm GBP Messaging on/off; if on, assign an owner and set a <1 hour SLA.
Verify the Neurality scheduler URL has ?utm_source=gbp appended so GBP → scheduler conversions are attributed.
Monitor Yext publish disruptions for the Clay Center entity after the next description push.

RCM / Finance

Audit the 5 "insurance issues" reviews with Terra. Determine whether this is a billing-communication issue (likely fixable with a scripted pre-visit insurance confirmation call) or a credentialing gap.
Add specific insurance names to the GBP description + Q&A seed (Delta Dental, BCBS of Kansas, etc. — whatever Clay Center accepts).
Confirm PlanForward in-house membership + CareCredit + Sunbit are all mentioned in the GBP description after the Yext push.

Quick Wins (7-Day Actions)

Yext → GBP push: publish the 750-char description + 20-service menu to Google Business Profile.
Add Cosmetic Dentist + Sedation Dentistry as GBP secondary categories.
Seed 8–10 Q&A questions with practice-provided answers.
Publish 2 fresh GBP posts (one implant/Invisalign feature, one team or community spotlight).
Add one personalization line to every review response going forward.
Pull and triage the 5 "insurance issues" reviews with RCM.
Verify GBP Messaging status + ownership.

Strategic Moves (30–60 Days)

Hold Yext as the system of record for description, services, hours, payments. Make it policy that any content edit on these fields happens in Yext and gets pushed from there, not direct GBP edits.
Photo library expansion: 20+ operatory/tech/before-after photos through a Dawson shoot or batch upload.
Standing GBP posting rhythm via Social Studio — 2x/week minimum, mix of service, team, offer, educational.
Monthly review-keyword report — track whether service-specific terms (implants, Invisalign, cosmetic, whitening) start appearing in the review-filter rail. These lift conversion when prospective patients filter.
Quarterly Yext → GBP reconciliation — list every field Yext holds, verify what Google is displaying, catch new drift.

Audited by: Claude Opus 4.7 (Gen4 Dental GBP Framework) · Data sources: live Google Maps profile (Chrome), Google Places API, SerpAPI Google Maps + Reviews, Yext Entities API (entity id 166378694524868), sga3p Master Crosswalk · Scope: public-facing GBP + Yext record. No PHI accessed.