Dental-only US agency founded 2009 offering SEO, AEO, Google Ads and websites
About Identity Dental Marketing
Identity Dental Marketing is a US agency that works only with dental practices. Grace Rizza founded it in 2009 after serving as marketing director for a multi-location dental group, where she tripled monthly new patients within three months without raising the budget. The business is based in Chicago (some listings say Bloomingdale, Illinois), and 2026 press releases carry a Tampa, Florida dateline. They have a full-time, in-house US team, several of whom have worked inside dental offices.
The service list covers custom websites, dental SEO, Answer Engine Optimization, Google Ads, Local Service Ads, Meta advertising, social media including daily reels, practice naming and logo design, internal marketing, online patient forms and niche programmes for sleep apnea and Botox. For implant cases they have combined video ads, social media and in-office educational events, with an optional add-on in which their staff talk with interested patients and book consultations.
SEO starts with an initial phase of about two weeks: claiming and optimising local listings, adding metadata and structured microdata, compressing images and preparing content for link building. In 2026 they launched AEO-built websites that publish new content three times a week and add placements on third-party sites so AI tools such as ChatGPT, Gemini and Perplexity can cite the practice. They also published the first agency study comparing AEO and SEO outcomes. Clients get live dashboards and a digital task system, and most website edits are handled within three business days.
Their main clients are general dentists, pediatric dentists, periodontists, prosthodontists and start-ups, and Dentaltown recognised them for start-up practice marketing. Named clients include Neighborhood Dental (Dr. Jordan Johnson), Blooming Braces (Dr. Mohammed Mahdi), Dream Pediatric Dentistry and Dr. Stephen Kim, and their portfolio links to practice sites in Winston-Salem, Fort Wayne, McKinney, Keene, Georgetown, Largo and Boynton Beach. Practices have moved from about 10 to more than 25 new patients a month within six months, and one office climbed from page seven of Google to first place.
Rizza appeared on the ADA 2016 Dental Marketing Expert Panel, was a 2019 Daily Herald Business Ledger Influential Women in Business honoree and gave four presentations at the Hinman Dental Meeting. She was also named to the USA Dental Report 100 for 2026, which is a paid placement. On Trustpilot the agency scores 4.6 from 22 reviews, with comments about quick replies, honesty, not pushing extra services and multi-year relationships; about 9% of ratings are one star.
Prices are not published. New clients start with a free planning session where goals, expectations and a recommended budget are discussed. Contract length and cancellation terms are not published.
Identity Dental Marketing's Dental SEO Page
Identity Dental Marketing at a Glance
| Founded | 2009 |
|---|---|
| Headquarters | Chicago area, Illinois, USA |
| Leadership | Grace Rizza (Founder and CEO) |
| Languages | English |
| Pricing | Not published; budget is recommended during a free marketing planning session |
| Contracts & reporting | Free planning session to set expectations and budget; about two-week SEO foundation phase; live performance dashboards; most website updates completed within three business days |
| Tools & partnerships | WordPress; Google Ads; Meta Pixel; RingCentral; 123FormBuilder; live client dashboards |
Dental Marketing Services
- Dental SEO
- local listing optimisation
- Answer Engine Optimization (AEO) websites
- custom dental website design
- Google Ads management
- Local Service Ads
- Facebook and Instagram advertising
- ChatGPT ads
- social media marketing and daily reels
- lead nurturing and consultation booking
- practice naming and logo design
- internal marketing
- online patient forms
- custom press releases
- implant seminar and video campaigns
- sleep apnea and Botox marketing
Practice Types They Work With
- general dentistry
- pediatric dentistry
- periodontics
- prosthodontics
- implants and full-mouth restorative
- orthodontics
- dental start-ups
- multi-location practices
Dental Clients & Results
- Unnamed practices (testimonials): new patients rose from about 10 to 25+ per month (within six months)
- unnamed practice: moved from page 7 to #1 on Google
- founder's earlier multi-location dental group: monthly new patients tripled on the same budget (three months)
Dental Practices They Have Worked With
- Neighborhood Dental (Dr. Jordan Johnson)
- Blooming Braces (Dr. Mohammed Mahdi)
- Dream Pediatric Dentistry (Dr. Mallory)
- Dr. Stephen Kim
- Dr. David Reisinger
- Dr. Ala Dean Attar
- Dr. Collin Kwasnik
- Dr. Jeffrey Greenburg
Why Dentists Choose Identity Dental Marketing
- Grace sits on the ADA Dental Marketing Expert Panel
- Speaker at the Chicago Midwinter, Hinman and Greater New York dental meetings
- AI plus human review model launched in 2026
- Whole team works in-house in the US
- 5.0 from 140+ Google reviews
Key Strengths
- Sets realistic expectations with practices about what campaigns can deliver in new patients
- Builds fully custom-coded practice websites rather than templates
- Optimises a practice's Google Ads campaigns weekly using real-time data
- Shares free dental marketing education through YouTube, webinars and blogs
Awards & Recognition
- Grace Rizza: ADA 2016 Dental Marketing Expert Panel
- Daily Herald Business Ledger Influential Women in Business honoree (2019)
- USA Dental Report 100 (2026, paid placement)
- DesignRush Top Dental Marketing Companies listing (2026)
How the DSA Score Breaks Down
Points earned: 72.9 of 100 (profile 69 × 0.8 + client feedback 17.7). DSA Score: 95/100
What Dental and Healthcare Clients Say About Identity Dental Marketing
- 7 on its website
- 6 from dental practices
Clients Most Often Praise
- More new patient bookings 2
- Clear reporting & honesty 2
In ShortDentists consistently report more new patients, more calls and better Google rankings, and praise founder Grace Rizza's honesty, expectation-setting and responsiveness. Nearly all evidence is on the agency's own site.
Dr. Gregory L. reports monthly new patients rising from about 10 to over 25 within six months.
See it on identitydental.comDr. Satwinder S. says the agency completely changed the practice and tripled new-patient flow.
See it on identitydental.comDr. Jaime T. says three-quarters of the practice's patients now find it through Google search.
See it on identitydental.comShow 4 more client reviews
- Dr. Danielle K. credits the agency with helping her new practice get off to an excellent start. Agency website
- Dr. Justin Brousseau reports the practice's best quarter in years after starting with the agency. Agency website
- Dr. Rick R. says the practice went from page 7 of Google to the #1 spot. Agency website
- Dr. Michael Brammeier calls Grace Rizza and the Identity team true professionals. Agency website
Where Identity Dental Marketing Is Listed
Questions Dentists Ask About Identity Dental Marketing
Does Identity Dental Marketing work only with dentists?
Yes. They work only with dental practices, including general, pediatric, periodontal, prosthodontic and start-up offices.
What happens in the first weeks of SEO?
SEO starts with a foundation phase of about two weeks covering local listings, metadata, structured microdata, image optimisation and content for link building. Timing can run longer depending on existing listings.
Do they offer optimisation for AI search tools?
Yes. In 2026 they launched AEO-built websites that publish content three times a week and add third-party placements. They also released a study comparing AEO and SEO results.
How much does it cost?
They do not publish prices. A recommended budget is discussed during a free marketing planning session.
What do reviewers say?
Trustpilot shows 4.6 from 22 reviews. Reviewers mention fast replies, honest advice, no pressure to buy extra services and better Google visibility, though about 9% of ratings are one star.
Reviews of Identity Dental Marketing
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