Pain does not travel or compare. Somebody with toothache on a Saturday takes the first practice that can see them, which makes availability and a phone number the entire competition for that search.
Major treatment is researched slowly. Implants and orthodontics are read about for weeks before anybody rings, so pages with real costs, real timescales and real photographs earn a place on a shortlist that forms early.
Cosmetic work is compared on evidence. Before and after images of actual patients, with what was done and how long it took, decide those enquiries far more than any description of technology.
Anxiety is searched constantly and answered almost nowhere. It is written in plain, worried language, and a practice that responds in the same register reaches people who have avoided treatment for years.