What ChatGPT says about your dental clinic

A dental clinic can find out what ChatGPT says about it by asking, by name, the way a patient would, and checking each fact against its own website and Google business page. In our test of 12 local businesses, five of them dental clinics, the assistants were right 94% of the time when they stated a fact, and the mistake they made most was opening hours. You can't edit ChatGPT's answer, but you can find the page it read and fix that.

Nobody answered this question for us either

On 7 October 2026 we put this exact question to ChatGPT, Gemini, Perplexity and Claude: "How can a dental clinic in Melbourne find out what ChatGPT says about it, and fix it?" None of the four named a business that does this, and none named us. Across the eight questions we track about our own work, the four assistants gave 32 answers and not one named sbw studio.

So this article is partly us doing what we tell clients to do. When people ask a question and the assistants have no good page to quote, the useful thing is to write that page. We'll ask the same question again on the first Monday of November and report what changed in our monthly growth log, zero or not.

What the assistants got right, and what they got wrong

Most of the worry we hear from owners is that AI makes things up about their business. Our data is calmer than that. On 5 October 2026 we asked the four assistants about each of the 12 businesses by name: address, phone number, opening hours including Saturday, main services, languages and prices. Then we compared every answer with the business's own website and Google business page.

The assistants stated 238 of those facts. 224 were right and 14 were wrong. Another 11 times they simply didn't say. Every wrong fact was about opening hours, Saturday hours or services, and hours came up most: for 5 of the 12 businesses, at least one assistant gave the wrong opening hours.

For a dental clinic, the hours are the fact a patient acts on, so they are the first thing to check.

Why the hours go wrong

The assistants mostly read two places. Of the 4,657 sources they cited in our test, 60% were business websites and 18% were Google Maps and Google business pages. Directories took 8%, and Healthdirect was one of the five directories cited most.

We counted an answer as right if it matched either the business's website or its Google business page, as we recorded them that day. So each wrong answer gave hours that weren't on the pages we had. For two of the five businesses we only had the hours from one of the two pages, so some of those answers may simply repeat the other. Some of those answers named where they came from: a directory such as Healthdirect, a booking page, an older listing. That is why the sources an assistant shows under its answer are worth noting. They tell you where to go.

Our count also hides a second problem. Seven of the 12 businesses had a website and a Google business page that disagreed on at least one detail, most often opening hours, for 5 of them. When your own two pages disagree, an assistant that repeats either one counts as right in our test and can still send a patient at the wrong time. Making the two match is the first fix, and it is entirely in the clinic's hands.

Check what AI says about your clinic this week

This takes about ten minutes the first time, with your website and Google business page open in another tab.

1. Open ChatGPT, Gemini, Perplexity and Claude, and make sure web search is on in each.
2. Ask each one the question we used: "Tell me about [your clinic's name] in [your suburb], [your state]: their address, phone number, opening hours including Saturday, main services, languages spoken and prices."
3. Write each answer into a simple table, one row per fact and one column per assistant, and mark each fact right, wrong or not mentioned.
4. Note the sources each assistant shows under its answer. If a fact is wrong, start looking there.
5. Ask two questions a new patient would ask, such as "emergency dentist open Saturday in [your suburb]" and "dentist in [your suburb] that speaks Mandarin", if that applies to you. Note whether you're named, and who is named instead.
6. Make your website (footer, contact page and booking page) and your Google business page say exactly the same thing. Then fix each wrong fact where it came from, using the sources you noted: a directory such as Healthdirect, a booking page, an old page on your own site.
7. Set a reminder to ask the same questions in four weeks. Answers vary from one try to the next, and the assistants take time to pick up changes, so one check tells you less than two.

If the hours are right everywhere and an assistant still gets them wrong, give that answer a thumbs down and say what's wrong, then look through the sources it cites for an old page or listing you can still change.

What we're doing on sbw.studio

Our own pages pass every check we run for clients: SEO, GEO and technical all score 100 on sbw.studio. That hasn't been enough to get named, because what's missing is outside the website: pages that answer the questions people actually ask, and other sites that mention us. This article is the first of those pages, and we're working on the other half through directory listings and reviews.

How we measured

On 5 October 2026 we ran our AI Recommendation Report method for 12 local businesses (five dentists, four physiotherapists and three hair salons) in 11 areas across five states, with each assistant's web search on and its location set to the suburb. 46 of the answers asked about a business by name, and those are the ones we checked fact by fact. Twelve businesses on one day is a small sample, and only five were dental clinics, so read these numbers as a first look rather than a rule. The full findings and method are at score.sbw.studio/findings.

For why the website and Google page matter so much, read your Google business page is what AI reads. For why getting named is hard at all, read why ChatGPT names only about three businesses.

If you'd rather have the check done for you, the AI Recommendation Report asks the four assistants about your clinic and your suburb, checks every fact against your website and Google page, and tells you what to fix first.