Website Quality Audit

William Wong DDS

Comprehensive audit of williamwongdds.com — a Santa Monica dental practice with a once-strong organic presence that has collapsed by more than 95% over the past 4 years. This audit identifies what went wrong and the path to recovery.

7
Authority Score
31
Visits / mo
59
Ranking Keywords
142
Referring Domains
williamwongdds.com · Santa Monica, CA · Live Semrush Data · May 2026
Where to Focus

3 Priorities That Will Move the Needle

Account williamwongdds.com · William Wong DDS · Santa Monica
Focus 01 · Traffic Collapse
95% drop from peak — recovery hasn't started
31
661 visits lost · 4 years
▲ TODAY FROM PEAK ▶
−95.5%
692 → 31 visits / mo
May 2022 peak of 692 monthly visits has fallen to 31. The site is essentially invisible in search compared to what it once was, with no recovery trend in sight.
Focus 02 · Branded Trap
Almost all traffic is searches for the dentist's name
Branded
Treatment
~28
/ MO
~3
/ MO
~90%
branded · ~10% treatment
Searches for "dr william wong" and "doctor william wong" drive nearly all visits. New-patient discovery searches like "dentist santa monica" are languishing at positions 26+.
Focus 03 · No Treatment Pages
Site has only 6 indexed pages — and almost no treatment content
1 / 6 TREATMENT PAGE
6
total indexed pages
Only 6 pages indexed by Google — homepage, about, contact, dental insurance, and a single "/dental-services/" page. No individual treatment pages for veneers, implants, crowns, dentures, or anything else.
Executive Summary

Key Findings

Catastrophic 4-Year Traffic Decline
Peak of 692 visits in May 2022 has fallen to 31 in March 2026 — a 95.5% decline. The site has been losing organic visibility steadily since mid-2022 with no recovery trend.
Critically Thin Site Architecture
Only 6 indexed URLs exist — homepage, about Dr. Wong, contact, dental insurance, and one services overview page. There are no individual treatment pages, no blog content, and no location-specific landing pages.
Mostly Branded Traffic — No Discovery Engine
Of the 31 monthly visits, the vast majority are people searching "dr william wong" or "doctor william wong" by name. Generic dental-intent keywords like "dentist santa monica" sit at positions 26+ and drive zero traffic.
Strong Backlink Profile Going Unused
142 referring domains and 226 backlinks — surprisingly strong for a site this small. The off-page authority is there, but with so few pages and no fresh content, there's nothing for that authority to lift in search.
Mixed HTTP/HTTPS Indexing
The top-traffic URL is on http:// (12 visits), while the secondary URL is on https:// (7 visits). Two protocols ranking for the same pages splits link equity and confuses Google about the canonical version.
Site Architecture

6 Indexed Pages on the Site

5
Treatment Pages Missing
1
Services Page (Generic)
0
Blog / Educational Posts
All Indexed Pages with Traffic Data
URL
Visits / mo
http://williamwongdds.com/ (non-secure homepage)
12
https://williamwongdds.com/
7
/william-wong/ (about page)
0
/dental-insurance/
0
/dental-services/ (single overview page)
0
/contact/
0
Critical issue: the site is missing fundamental dental content. There are no individual pages for veneers, dental implants, crowns, dentures, root canals, teeth whitening, or any other procedure Dr. Wong offers. Patients searching for these treatments have nothing to land on.
Triage Center

Technical Issues

2
HTTP and HTTPS Both Indexed
The non-secure http:// version of the homepage is the top-traffic URL (12 visits). The https:// version drives 7 visits. Two protocols competing for the same content — split link equity and confused canonicalization.
5
Missing Treatment Pages
Veneers, implants, crowns, dentures, teeth whitening, root canals, fillings — every individual procedure page is missing. Each represents a missed ranking opportunity for hundreds of monthly searches.
6
No Schema Markup Detected
No Dentist, LocalBusiness, FAQ, or Service schema on any page. Critical for E-E-A-T (YMYL healthcare) and required for AI engines like ChatGPT, Gemini, and Google AI Overviews to surface the practice.
142
Strong Backlink Profile (Already In Place)
142 referring domains is the foundation already built. Once content exists for those backlinks to support, rankings can recover quickly.
Traffic Trends

Organic Traffic — 4-Year Trend

A four-year view that tells a single, clear story: the site peaked in mid-2022 at 692 monthly visits and has been in freefall ever since. Today's 31 visits is a 95.5% drop from peak. Multiple smaller spikes (Feb 2024, Jul 2025) suggest the site can still rank — but lacks the content footprint to sustain it.

800 640 480 320 160 0 2022 2023 2024 2025 '26 FOUR YEARS · CONTINUOUS DECLINE ALL-TIME PEAK · MAY 2022 692 visits / month FEB 2024 · BLIP 136 visits · 1 month CURRENT 31 / mo −95.5% from all-time peak
Total Organic · 50 months
Peak
Recovery Blip
Decline zone
−95.5%
From All-Time Peak
May 2022 → Mar 2026 · 692 → 31
28 mo
In Continuous Decline
no recovery since the peak
~90%
Branded Search Dependency
searches for "dr william wong"
0
AI / LLM Citations
no schema in place
Organic Performance

Where Traffic Actually Comes From

19
homepage_visits
100% of all organic
0
treatment_visits
no pages exist
142
referring_domains
unique linking sites
226
total_backlinks
already in place
Top Pages by Organic Traffic
Visits
/ (homepage · http)
12
/ (homepage · https)
7
/william-wong/
0
/dental-insurance/
0
/dental-services/
0
/contact/
0
Top Ranking Keywords
Position
dr william wong
5
doctor william wong
5
willy wong
10
dentures santa monica
19
wong dentist
25
dentist santa monica ca
26
dentists santa monica
26
dr wong dds
32
dr wong dentist near me
42
dr wong dental
54
Of the top 10 ranking keywords, only the first 3 are on page 1 — and all 3 are branded variations of "dr william wong". Real opportunity sits in "dentist santa monica" (positions 26+) and "dentures santa monica" (position 19). With proper treatment pages, these can reach page 1.
Implementation Approach · Process 01

Organic Search Optimization

6-Step Process

A proven six-step process that combines expert strategy and advanced tools to dominate organic search results across Google, Maps, and local directories.

STEP 01
Comprehensive Audit
Analyze current strategy, target ZIP codes, and top competitors to identify growth opportunities.
STEP 02
Technical & On-Page Setup
Build or optimize the website to ensure every technical element and on-page detail is set up correctly.
STEP 03
Local Listings & NAP Accuracy
Secure and optimize profiles across all major directories, keeping Name, Address, and Phone consistent.
STEP 04
Custom Content Creation
Dental writers craft unique blogs and treatment pages designed to rank on Google and AI-driven platforms.
STEP 05
Authority-Building Backlinks
Through a trusted network, earn high-quality backlinks and brand exposure to boost domain authority.
STEP 06
Ongoing Reporting & Tracking
Detailed monthly reports and review meetings to track rankings, conversions, and measurable progress.
Implementation Approach · Process 02

AI Search Visibility

6-Step Process

A parallel six-step process that ensures the practice is recognized, cited, and recommended by ChatGPT, Gemini, Perplexity, and Google AI Overviews — the next layer of patient discovery.

STEP 01
AI Discovery Audit
Evaluate how the practice currently appears across ChatGPT, Gemini, and Perplexity.
STEP 02
Data Structuring
Organize the website with structured data, schema markup, and signals designed for AI readability.
STEP 03
Content Optimization
Craft AI-friendly copy that answers real patient questions and builds trust in AI-generated responses.
STEP 04
Brand Mentions & Citations
Distribute trusted mentions and citations that help AI engines recognize your practice as authoritative.
STEP 05
Review & Reputation
Strengthen online reviews and brand sentiment, key signals AI uses to recommend businesses.
STEP 06
Performance Tracking
Monitor visibility across multiple AI tools and refine strategy each month to maintain top positioning.
Recommendations

Priority Action Plan

100+
Pages
100+ service & treatment pages within 1 year
williamwongdds.com currently has 6 pages. The 142 referring domains already in place will lift dozens of new treatment pages quickly. Veneers, implants, dentures, crowns, root canals, teeth whitening, and Santa Monica location pages are all high-priority builds.
~8 / MONTH
12-MONTH BUILD
01
Force-Redirect HTTP to HTTPS Across the Site
The non-secure http:// homepage is currently the top-traffic URL. Implement a 301 redirect from http:// to https:// to consolidate ranking signals and remove the duplicate-content issue.
Immediate
02
Build Individual Treatment Pages for Each Procedure
Veneers, dental implants, crowns, dentures, root canals, teeth whitening, Invisalign, fillings, extractions. Currently the site has zero individual treatment pages — every one missing is a missed ranking.
Immediate
03
Add Dentist + LocalBusiness + FAQ Schema
Foundational E-E-A-T signal for healthcare. Required for AI engines and Google rich results to surface the practice in modern search.
Immediate
04
Optimize "Dentist Santa Monica" Cluster — Position 26 → Top 10
"dentist santa monica" (40 vol), "dentists santa monica" (50 vol), "dentures santa monica" (140 vol) all rank but on page 3+. Local SEO + content depth pushes them to page 1.
High
05
Build 100+ Service & Treatment Pages in 12 Months
Roughly 8 new pages per month. Map every dental treatment to a dedicated page, plus location-modified pages (e.g. "veneers santa monica") and condition-based content.
High
06
Claim & Optimize Healthcare Directory Listings
Google Business Profile, Healthgrades, Zocdoc, Vitals, Yelp, 1-800-Dentist. Each adds local citation value and AI trust signals.
High
07
Publish 4 Dental-Education Blog Posts Per Month
~1,000 words each, mapped to "veneers cost santa monica", "implant procedure timeline", and similar high-intent patient questions. Blog content keeps the site fresh in Google's eyes.
Medium
08
Monthly Reporting and Strategy Review
Live Semrush data, ranking changes, traffic recovery progress, working session each month with the practice owner.
Ongoing