Challenge
The challenge
Esplanade Dental Centre had an established online presence and ranked for multiple local Google searches.
However, like many local businesses, the website had never been optimised specifically for AI search systems such as ChatGPT, Gemini and Perplexity.
The clinic wanted to understand:
- ?Can AI understand our services?
- ?Is our website AI-ready?
- ?Are there technical or content gaps limiting future AI visibility?
Audit findings
What the audit found
Website Structure
- Inconsistent heading hierarchy
- Generic page structure
- Limited content organisation
Structured Data
- Missing FAQ Schema
- Missing Service Schema
- Limited entity definition
AI Readability
- Service pages focused on marketing language
- Limited question-based content
- Weak intent alignment
Internal Linking
- Service relationships not clearly connected
- Limited topical structure
Brand Visibility
Across AI-generated answers:
- Inconsistent mentions
- Low topic coverage
- Limited appearance in recommendation-style queries
What we implemented
The AI Ready Foundation Setup
The project focused on preparing the website for AI search discovery — a one-time AI Ready Foundation Setup.
Website Structure Optimisation
- Reviewed key service pages
- Improved content hierarchy
- Enhanced page organisation
Schema Markup Setup
Implemented:
- Organization Schema
- Local Business Schema
- FAQ Schema
- Service Schema
AI Content Optimisation
- Improved content clarity
- Added customer-intent signals
- Enhanced service descriptions
Intent Mapping
Aligned content with high-value search intents including:
- Dentist Norwest
- Cosmetic Dentist Norwest
- Teeth Whitening Norwest
- Family Dentist Norwest
Internal Linking Improvements
- Improved topic relationships
- Strengthened service page connections
Results
The outcome
AI Readiness
31 → 66AI Visibility Coverage
22% → 43%of tracked prompts
A stronger AI foundation
- Easier for AI systems to understand
- Better structured for machine interpretation
- More aligned with customer search intent
- Better prepared for future AI visibility growth
Key takeaway
AI visibility starts with an AI-ready website.
Before businesses can improve how often they appear in AI-generated recommendations, they need a website that AI systems can properly understand, interpret and trust.
Esplanade Dental Centre used a one-time AI Ready Foundation Setup to establish that foundation.