When someone asks an AI assistant for a dentist in your area, is your practice one it names?

Ask ChatGPT or Gemini for a dentist in a town and it replies with a handful of practices. Get Indexed puts questions like that to AI engines, shows you whether your practice is among the names and which practices are named instead, and lists the changes to make on your site. For a dental clinic, one of the Royal College of Dental Surgeons of Ontario's rules reaches every page that names a procedure, so this page sets that rule out first, then the others, with their sources.

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Questions our scan asks about dental clinics

These are examples of the questions our scan and audit put to AI engines, written with your own service and town. They are not a claim about how patients search.

"Can you recommend a dentist in London, Ontario?"
"I need a dentist near St. Thomas. Who should I see?"
"What should I look for when choosing a dentist in London, Ontario, and who would you suggest?"
"Which clinic in London, Ontario offers dental implants?"

What we check for dental clinics

In the implementation kit: Person markup for the dentists named on your site, keeping the DDS, DMD or other letters your site writes after a name. The doctor title stays on a dentist's name, since RHPA s. 33 exempts the College's members, when every address the kit reads shows the clinic is in Ontario (otherwise the kit leaves it off and says why); on a hygienist, or another practitioner whose credential or role names a profession that may not use it, it is left off.
With your clinic's details on file (Audit + Advisor and Ongoing Advisor): Dentist markup for your clinic in the kit when the category you saved says dental, dentist or dentistry, unless your category or page titles also name another health profession (then MedicalBusiness), with the services your pages name marked up as services your practice provides.

What the free scan and every paid audit read for any clinic is on our page for clinics. How we measure AI visibility.

The line a page about a procedure needs

Paragraph 61 of the Dentistry Act's misconduct regulation (O. Reg. 853/93) covers anything "which makes reference to any area of practice, dental procedure or treatment": it is misconduct "unless the advertisement, announcement or information discloses whether the member is a specialist or a general practitioner and, if a specialist, in what particular specialty."

Our reading: a page about implants, clear aligners or root canals names a procedure, and so does a homepage that lists them. For a practice of general dentists, a sentence such as "Dr. Amira Haddad is a general dentist." on each such page, and under each dentist's name on your team page, says it. A certified dentist uses the exact title the regulation's Table gives, such as periodontist or orthodontist.

The College's 2023 article says "a dentist may not describe themselves as a 'cosmetic dentist', 'implant specialist' or 'holistic dentist'." A dentist without a certificate may say they limit their practice to a branch of dentistry only "if the member clearly indicates at the same time that the member is a general practitioner."

Your college's advertising rules, and how we work within them

The Royal College of Dental Surgeons of Ontario's rules for advertising in Ontario, and the law's. Words in quotation marks are the source's own; the rest is our summary. Each links to the page it comes from.

Testimonials and patient comments

Professional misconduct includes publishing advertising or information that "includes information that … C. is not verifiable by facts or can only be verified by a person's personal feelings, beliefs, opinions or interpretations". (Ontario e-Laws, O. Reg. 853/93, Professional Misconduct, checked on October 31, 2026)
Item 3: do not include "testimonials or any statement that can only be verified by a person's personal feelings or views". (Royal College of Dental Surgeons of Ontario, Practice Advisory: Professional Advertising, checked on October 31, 2026)
The College's one-page summary: "Do Not Include … testimonials or unverifiable claims". (Royal College of Dental Surgeons of Ontario, Advertising with Integrity, checked on October 31, 2026)
The Advisory defines a professional advertisement as "any material related to your practice which is published, displayed, distributed or used, whether by you directly or by someone on your behalf", and lists "websites" among them. (Royal College of Dental Surgeons of Ontario, Practice Advisory: Professional Advertising, checked on October 31, 2026)

Claims about your care

The regulation also covers information that "makes comparisons with another practice or member or would be reasonably regarded as suggestive of uniqueness or superiority over another practice or member, or iv. is likely to create expectations of favourable results or to appeal to the public's fears." (Ontario e-Laws, O. Reg. 853/93, Professional Misconduct, checked on October 31, 2026)
And information that "is not relevant to the public's ability to make an informed choice". (Ontario e-Laws, O. Reg. 853/93, Professional Misconduct, checked on October 31, 2026)
The Advisory rules out "superlative or comparative terms", such as "state of the art" and "cutting edge", and "any other words or phrases to suggest a higher quality in relation to services, equipment, technology used, or products or persons providing the services." (Royal College of Dental Surgeons of Ontario, Practice Advisory: Professional Advertising, checked on October 31, 2026)
The College's don'ts include claims such as "#1 rated", "cutting edge technology used", "hires only top graduates" and "best at", and "Creating unrealistic expectations (i.e. risk-free care or guaranteed results)." (Royal College of Dental Surgeons of Ontario, The dos and don'ts of advertising (2025), checked on October 31, 2026)

Specialist or general dentist

Section 8 (1): "A member shall not use a term, title or designation indicating specialization in dentistry or representing to the public that the member is a specialist or is specially qualified in a branch of dentistry or restricts his or her practice to a branch of dentistry, unless the member holds a specialty certificate authorizing practice in the appropriate specialty." (Ontario e-Laws, O. Reg. 853/93, Professional Misconduct, checked on October 31, 2026)
Section 8 (2): "This does not prevent a member who does not hold a specialty certificate from representing that he or she limits his or her practice to a branch of dentistry if the member clearly indicates at the same time that the member is a general practitioner." (Ontario e-Laws, O. Reg. 853/93, Professional Misconduct, checked on October 31, 2026)
Paragraph 61: any advertisement or information "which makes reference to any area of practice, dental procedure or treatment" is misconduct "unless the advertisement, announcement or information discloses whether the member is a specialist or a general practitioner and, if a specialist, in what particular specialty." (Ontario e-Laws, O. Reg. 853/93, Professional Misconduct, checked on October 31, 2026)
Section 9 (1): "A member shall not use a term, title or designation indicating specialization in any aspect or branch of dentistry other than those branches of dentistry set out in Column 2 of the Table." Under s. 9 (2), a specialist "shall not use a title indicating specialization other than the corresponding title referred to in Column 1 of the Table." The Table's titles: dental anaesthesiologist, endodontist, oral and maxillofacial surgeon, oral pathologist, oral radiologist, orthodontist, paediatric dentist, periodontist, prosthodontist and public health dentist. (Ontario e-Laws, O. Reg. 853/93, Professional Misconduct, checked on October 31, 2026)
The College's 2023 article lists 11 specialties: "dental anaesthesia", "endodontics", "oral and maxillofacial surgery", "oral medicine", "oral pathology", "oral radiology", "orthodontics", "paediatric dentistry", "periodontics", "prosthodontics", "public health dentistry". The regulation's Table, above, has 10 titles and no row for oral medicine; we could not confirm which title oral medicine takes. (Royal College of Dental Surgeons of Ontario, Use of qualifications, titles, and designations (2023), checked on October 31, 2026)
"it is not permissible for a dentist to imply that they are a specialist if they do not hold a specialty certificate." And: "a dentist may not describe themselves as a 'cosmetic dentist', 'implant specialist' or 'holistic dentist'." (Royal College of Dental Surgeons of Ontario, Use of qualifications, titles, and designations (2023), checked on October 31, 2026)
"If a practice refers to a specialty, it must be one of the 11 specialty branches of dentistry recognized in Ontario AND all the dentists practising in the office using that practice name must be registered with the College as specialists in that branch of dentistry." (Royal College of Dental Surgeons of Ontario, Practice Advisory: Practice Names, checked on October 31, 2026)

Titles, credentials and practice names

RHPA s. 33 limits the title "doctor", but "(2) Subsection (1) does not apply to a person who is a member of, … (e) the Royal College of Dental Surgeons of Ontario." (Ontario e-Laws, Regulated Health Professions Act, 1991, checked on October 31, 2026)
Paragraph 41: misconduct to use "a designation other than "dentist", "dental surgeon", a prescribed specialty designation, the member's earned university degrees or earned equivalents for which the Council or the Executive Committee thereof has given its prior written approval, "dental centre", "dental clinic" or "and associates" in the course of providing or offering to provide dental services." (Ontario e-Laws, O. Reg. 853/93, Professional Misconduct, checked on October 31, 2026)
Do not reference "your continuing education, or membership or positions at the College or in societies, associations, academies or similar institutions" or "any degrees or diplomas other than those relating to the degrees or diplomas required for you to obtain a certificate of registration". (Royal College of Dental Surgeons of Ontario, Practice Advisory: Professional Advertising, checked on October 31, 2026)
"Dentists are permitted to reference any degrees or diplomas required to obtain a registration certificate". (Royal College of Dental Surgeons of Ontario, Use of qualifications, titles, and designations (2023), checked on October 31, 2026)
Practice names "should not include the use of descriptive terms to describe the practice, the practitioner, the equipment, materials, expected treatment results or any other aspect of dental practice." (Royal College of Dental Surgeons of Ontario, Practice Advisory: Practice Names, checked on October 31, 2026)
Paragraph 46 bars "dental emergency service" or "any other designation indicative of the provision of emergency dental care" unless a dentist is present at least 16 hours every day and available for the other 8, or the service is run by an ODA component society. (Ontario e-Laws, O. Reg. 853/93, Professional Misconduct, checked on October 31, 2026)

Fees, offers and incentives

Item 5: "The fee must be clearly stated so that anyone reading the advertisement will know what you are offering." "Unless otherwise specified, the advertised fee would be the maximum fee inclusive of all services, including laboratory costs. The advertised fee would be applicable to all patients, whether or not they were aware of the advertisement and whether or not they had dental insurance coverage." (Royal College of Dental Surgeons of Ontario, Practice Advisory: Professional Advertising, checked on October 31, 2026)
The Advisory rules out "incentive programs, including giveways" (its spelling), "contests, draws or free products or services". (Royal College of Dental Surgeons of Ontario, Practice Advisory: Professional Advertising, checked on October 31, 2026)
Among the College's don'ts: "Offering rewards, benefits, or other incentives (i.e. reduced rates, bonuses, or tiered programs)." (Royal College of Dental Surgeons of Ontario, The dos and don'ts of advertising (2025), checked on October 31, 2026)
The regulation's conflict-of-interest section bars conferring "a rebate, credit or other benefit to a patient other than, (i) an adjustment in the fee … or (ii) the provision to a patient, at no charge, of drugs, dental appliances, dental materials, dental equipment or supplies of a nominal value to be used in maintaining or promoting well-being or oral health". (Ontario e-Laws, O. Reg. 853/93, Professional Misconduct, checked on October 31, 2026)
Item 2 bars promotion "that would result in the sharing or splitting of fees or payments to a third party that relate to the amount of business that you obtain as a result of an advertising or marketing campaign." (Royal College of Dental Surgeons of Ontario, Practice Advisory: Professional Advertising, checked on October 31, 2026)
Paragraph 47 bars contacting potential patients "either in person or by telephone, for the purpose of soliciting patients." (Ontario e-Laws, O. Reg. 853/93, Professional Misconduct, checked on October 31, 2026)

Who answers for your website

Item 1: "personally control any and all printed and/or electronic material about your practice". And: "The College will offer advice about any proposed advertisement." (Royal College of Dental Surgeons of Ontario, Practice Advisory: Professional Advertising, checked on October 31, 2026)

How we work within them: the Advisory has you "personally control any and all printed and/or electronic material about your practice", and that includes what we write. With Ongoing Advisor no wording goes live until you approve it. Our prices are fixed fees, never tied to the amount of business a campaign brings you. The kit drops the common claim wording it recognises (listed below), but it does not add the general dentist line or check every rule, so read its wording against them.

We are not your regulator and this is not legal advice; your college's current standard is the authority.

What your site should tell patients

Facts patients need, from official pages. Words in quotation marks are the page's own; the rest is our summary.

The Canadian Dental Care Plan's providers page: "Eligible providers who can bill for their services include:" "dentists" and "dental specialists", among others. A provider takes part by "signing up formally through Sun Life" or by "submitting claims directly to Sun Life for payment, on a claim-by-claim basis", and agrees to "bill Sun Life directly". (Government of Canada, Canadian Dental Care Plan: providers, checked on October 31, 2026)
The plan covers "cleaning (scaling)", among other services. "Orthodontic services are currently not available." "Many services are covered without preauthorization, and others require preauthorization." (Government of Canada, Canadian Dental Care Plan: coverage, checked on October 31, 2026)
The co-payment depends on adjusted family net income: none under $70,000, 40 per cent from $70,000 to $79,999 and 60 per cent from $80,000 to $89,999. And "You may have to pay fees in addition to the potential co-payment if" the clinic's fee is above the plan's, or the patient agrees to services the plan does not cover. (Government of Canada, Canadian Dental Care Plan: coverage, checked on October 31, 2026)

Say on your site whether your clinic sees patients under the Canadian Dental Care Plan, and how you handle a fee above the plan's, so a patient knows before booking.

What the kit does for dental clinics

No review request. The Royal College of Dental Surgeons of Ontario's advertising advisory rules out "testimonials or any statement that can only be verified by a person's personal feelings or views", and it counts your website as advertising.
Rewritten titles and descriptions, FAQ markup and service names leave out the common claim wording the kit recognises, such as claims of superiority, titles claiming a field of practice, other than a title in the regulation's Table, offers of free services, wording that quotes patients or shows their ratings and promises of results. Some of these are the College's rules (linked above); others the kit leaves out as a caution. No word list catches every phrasing, so check the rest of the kit's wording against the College's current standard.
Your clinic's name, address and phone number as the kit has them, and street addresses written the usual way, are not read as claim wording. When your clinic's name itself includes a word of that kind, the kit keeps it and says so, and when it leaves out a rewritten title or description or a page of its llms.txt draft, it says how many and why.
The kit does not add the line paragraph 61 requires on a page that names a procedure, whether each dentist is "a specialist or a general practitioner", or check for it. Its service markup names the services your pages describe, so check each of those pages for the line yourself.
It does not check for "cosmetic dentist" or "holistic dentist", for an "emergency" designation, or for continuing education and memberships on a dentist's bio. Check your team and service pages for them yourself.
In the kit's wording, a sentence that says a dentist is not "a specialist", or that discloses one by a title from the regulation's Table, such as "periodontist", is kept; any other sentence that uses the word is left out.

Every section of the kit, and when it appears: what is in the implementation kit. To have the fixes made for you: how the advisor works.

Three ways to work with us

Implementation kit

$950USD

One-off. No subscription.

Your site crawled and checked, up to 500 pages
An AI visibility check: up to 5 questions about a business like yours, put to every engine 3 times each, with live web search where we can switch it on (all but Gemini, for now) and from memory where the engine can answer without searching (all but Perplexity), and whether each answer named you
Paste-ready JSON-LD for what your pages show
Rewritten titles and meta descriptions where they need it
Priority fixes, in the order to make them
An llms.txt draft if yours is missing or incomplete
PDF export you can hand to whoever owns the site

What's included in the implementation kit

Start with the free scan

Audit + Advisor

$1,500USD

One-off. No subscription.

Everything in the implementation kit, AI visibility check included
A 45-minute call once your kit is ready, to go through it together
Bring whoever maintains the site
A re-check about 30 days later: your site audited again and the AI visibility check run again
A written "what changed" after the re-check: what is fixed, what is new, and what to do next

What's included in Audit + Advisor

Start with the free scan

Ongoing Advisor

$600USD / month

3-month minimum. Month to month if you bought the kit or Audit + Advisor in the last 60 days.

The fixes made on your website for you every month, as his own user on your site (recommended) or through a login you share with him in 1Password (changes to your wording or structured data come to you to approve first)
Your site re-audited every month
A written review each month: what changed since last month and the next three things to do
A 30-minute call each month
The Starter plan: mention tracking, your locations and the AI visibility check on your audits

For clinics that want the changes made for them, month after month. Set up by conversation, not at checkout.

What's included in Ongoing Advisor

Ask about Ongoing Advisor

Works with Wix, Squarespace and WordPress

Most fixes need no developer. The scan and the kit read your public pages, so they work whatever your site is built with. When your pages show they were made with WordPress, Squarespace, Wix or Webflow, the kit says where in that builder to paste each block of code. Or have the fixes made for you with Ongoing Advisor.

Your fixes stay yours

The work is done in your own accounts: your website and your Google Business Profile. None of it depends on us to keep working. If you stop, every fix stays where it was made, on your own site and profile.

Questions from dentists

Does every service page need to say our dentists are general dentists?

Every page that names an area of practice, a procedure or a treatment. Paragraph 61 of O. Reg. 853/93 makes such a page misconduct "unless the advertisement, announcement or information discloses whether the member is a specialist or a general practitioner and, if a specialist, in what particular specialty." (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)

Can our site call one of our dentists a cosmetic dentist or an implant dentist?

Not "cosmetic dentist", and in our reading not implant dentist either. The College's 2023 article says "a dentist may not describe themselves as a 'cosmetic dentist', 'implant specialist' or 'holistic dentist'", and that "it is not permissible for a dentist to imply that they are a specialist if they do not hold a specialty certificate." The regulation lets a dentist without a certificate say they limit their practice to a branch of dentistry only "if the member clearly indicates at the same time that the member is a general practitioner." Our reading: an implant dentist falls under the same article, and under s. 8 (1)'s "specially qualified in a branch of dentistry"; describe the service instead, for example that the practice places implants, with the general dentist line. (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)

Can we run a new-patient offer, a contest or a giveaway?

No. The College's Professional Advertising advisory rules out "incentive programs, including giveways" (its spelling), "contests, draws or free products or services", and its 2025 list of don'ts includes "Offering rewards, benefits, or other incentives (i.e. reduced rates, bonuses, or tiered programs)." You may advertise your fees: "The fee must be clearly stated so that anyone reading the advertisement will know what you are offering." (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)

Can our dentists' bios list continuing education and memberships?

No. The advisory says not to reference "your continuing education, or membership or positions at the College or in societies, associations, academies or similar institutions". The College's 2023 article says "Dentists are permitted to reference any degrees or diplomas required to obtain a registration certificate". (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)

Can our site say we take dental emergencies?

Not as a designation, unless you meet paragraph 46 of the regulation, which bars "dental emergency service" or "any other designation indicative of the provision of emergency dental care" unless a dentist is present at least 16 hours every day and available for the other 8, or the service is run by an ODA component society. We could not confirm whether wording such as same-day appointments for urgent care counts as such a designation. (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)

Can a dental clinic's website show its Google rating?

The advisory rules out "testimonials or any statement that can only be verified by a person's personal feelings or views", and counts "websites" as advertising. We found no College page on showing Google ratings; our reading is that a rating praising your practice is that kind of statement. The kit adds no rating markup and no request for ratings. (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)

Does the Canadian Dental Care Plan pay a dental clinic directly?

The plan's providers page lists dentists among the providers who can bill it. A clinic takes part by signing up formally through Sun Life, or by submitting claims directly to Sun Life claim by claim, and by submitting it agrees to bill Sun Life directly. Its coverage page says orthodontic services are currently not available. (Our reading of the sources on October 31, 2026. We are not your regulator and this is not legal advice; your college's current standard is the authority.)

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