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90-day SEO & GEO plan
November 2026
November 2026
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Three months of search and AI visibility work on popwhitesmile.com. The plan covers the technical state of the site, the content that gets published against real demand, and the prompts tracked across AI assistants. Everything in it was measured on the live site in November 2026.
Organic search brings around 600 visits a month, roughly a quarter of all traffic to the site. Popwhite holds strong positions on a small number of terms and almost nothing on the searches that describe what it sells.
7,541 sessions in total. Unassigned is traffic whose source was not recorded, which is a tracking gap worth closing in week one so that organic can be measured cleanly against the rest.
11,190 page views in total. Prophy and dental pages account for 2,749 of them across 25 URLs; the consumer product pages account for 1,654.
The prophy paste page being the second most viewed page on the site is worth noting when deciding what to publish first. The dental side of the catalogue pulls more traffic than the consumer side, and it does so without a single page written for search.
Every URL on the site was checked by hand in November. Twenty-six findings in total. The ones below are the findings that cost traffic or cost trust. The full list, with locations and actions, is supplied alongside this plan.
| Finding | Scale | What it means | When |
|---|---|---|---|
| Pages with no H1 heading | 15 | All ten collection pages are included. On the prophy collection the most prominent heading is a discount banner, so the page competing for "prophy paste" is headed by an offer. | Month 1 |
| Seven clinical studies exist only as PDF downloads | 7 | They sit behind a 120-word page. Neither Google nor an AI assistant reads them, so the strongest proof the brand owns counts for nothing in search. | Month 1 to 2 |
| A renamed product left a dead URL | 81 views | The fine grit prophy paste was renamed and its URL changed. The old address still receives traffic and now fails. | Month 1 |
| Old pre-Shopify URLs are still being visited | ~130 views | /prophypaste/, /dentalpros/, /product/toothpaste/, /shop/ and others. Every one of them is a dead end. | Month 1 |
| The prophy collection's search snippet is an internal note | 1 page | Google displays "Prophy Paste SKUs to use for Buy, Get promotions" beneath the page that ranks ninth for "prophy paste". | Month 1 |
| Page titles that are only the URL slug | 5 pages | Two of them read simply as "about" and "faq" with the store name appended. A further 19 titles carry the brand name twice. | Month 1 |
| Pages with no meta description | 8 pages | Includes the About page, the FAQ page, the contact page and the blog index. Google writes its own snippet when none is given. | Month 1 |
| Rating markup with nothing behind it | 6 of 9 | Six product pages carry rating markup but the site has no customer reviews, so no stars can appear. The rinse page has no markup at all. | Month 1 |
| The agent files say nothing about the brand | 2 files | llms.txt and agents.md are both Shopify defaults describing how a shopping agent should check out. Neither mentions what Popwhite is, what is in it, or what the studies found. | Month 1 |
| An unsourced regulatory claim | FAQ page | "Ingredients used in POPWHITE products are FDA approved" sits on the FAQ page. "Patented" and "rated #1 by 35 dentists" appear elsewhere. AI assistants repeat whatever the page states, so each needs a source or softer wording. | Decision needed |
| The blog is thin and inconsistent | 26 posts | Median length 348 words. Most posts carry no author byline, and dates run from 2018 to 2022 with one from 2025. Many link to no product. | Month 2 to 3 |
| Mobile loading time | 7.2s | Largest contentful paint on the home page, against a 2.5 second threshold. This sits with the web development team. | Other team |
Month one clears what is broken and gets the proof online. Month two maps the store to the way buyers actually search and publishes against it. Month three widens the content and adds video.
Technical work and the first content both start in week one. Nothing is held back for a later phase.
Twenty posts over the three months, each one tied to a search with measurable demand or to a tracked prompt. Volumes and difficulty are US figures and are confirmed against Search Console in week one.
| Piece | Target search | Volume | Difficulty | Reason |
|---|---|---|---|---|
| Month 1 · four posts | ||||
| Toothpaste clinical study | popwhite clinical study | n/a | n/a | 5.65 shades at 14 days, tested against two national brands. The proof that currently sits in a PDF. |
| Oral rinse clinical study | whitening mouthwash study | n/a | n/a | Tested against a peroxide mouthwash. Supports the rinse page, which already ranks for the related terms. |
| Duo clinical study | purple toothpaste results | n/a | n/a | Six shades at 14 days. The site currently claims four. |
| Popwhite compared with NUPRO | nupro prophy paste | 210 | 14 | NUPRO is the brand practices switch from, and nobody publishes this comparison. |
| Month 2 · eight posts | ||||
| Whitening toothpaste for veneers and crowns | whitening toothpaste for veneers | 1,600 | 9 | Bleach does not work on restorations and colour correction does. No brand owns this topic. |
| Whitening for sensitive teeth | sensitive teeth whitening | 4,400 | 20 | The category a competitor currently wins on clinical proof alone. |
| Does purple toothpaste actually work | does purple toothpaste work | 1,000 | 19 | Every result on page one is a dentist saying the effect is temporary. An honest answer with study data is a better source. |
| Popwhite compared with Hismile V34 | hismile alternative | n/a | n/a | A toothpaste against a serum, at two thirds the price per use. |
| Prophy paste grit guide | prophy paste grit | n/a | n/a | The question hygienists ask before changing brand. |
| Medium grit prophy study | whitening prophy paste | n/a | n/a | Completes the dental evidence. |
| Fine grit prophy study | whitening prophy paste | n/a | n/a | As above. |
| Product testing study | popwhite dentist tested | n/a | n/a | A named author with a research background behind the formula, which the site never shows. |
| Month 3 · eight posts | ||||
| Whitening toothpaste for coffee stains | whitening toothpaste for coffee stains | 5,400 | 6 | The highest volume at the lowest difficulty in the whole set. |
| Whitening toothpaste for yellow teeth | whitening toothpaste for yellow teeth | 4,400 | 26 | Describes exactly what the purple formula addresses. |
| Whitening with braces and aligners | whitening toothpaste for braces | 2,900 | 17 | Peroxide-free matters more to this group than any other. |
| Does whitening toothpaste work | does teeth whitening toothpaste work | 2,400 | 11 | Category-level question that feeds the product pages. |
| Is purple toothpaste safe for enamel | is purple toothpaste safe | n/a | n/a | A tracked prompt with no Popwhite answer behind it today. |
| Purple toothpaste compared with whitening strips | purple toothpaste vs strips | n/a | n/a | For the buyer deciding between methods rather than brands. |
| Prophy paste for sensitive patients | prophy paste sensitive teeth | n/a | n/a | Dental, and the bridge from the chair to home use. |
| Whitening mouthwash: peroxide or colour correction | best whitening mouthwash | 3,600 | 28 | Supports the rinse, which already sits third for a related term. |
Ten a month across LinkedIn Newsletters, Substack and Medium. These extend the brand's presence beyond its own site and each piece points back to the page it supports.
| Month | Theme | Pieces |
|---|---|---|
| 1 | The clinical evidence, and what colour correction does | 10 |
| 2 | Comparisons, and the case for switching in a dental practice | 10 |
| 3 | Buyer questions: sensitivity, restorations, stain sources | 10 |
Video starts in month two, once the pages exist for it to point at.
| Month | Format | Count |
|---|---|---|
| 2 | Product-focused Instagram reels | 4 |
| 3 | Instagram reels targeting buyer intent | 4 |
| 3 | YouTube videos targeting buyer intent | 4 |
No new pages beyond the content above. These already exist and already rank for related terms; they are not written for the searches they could win.
| Page | Work | Target search | Position now |
|---|---|---|---|
| Oral rinse product page | "Purple" and "mouthwash" in the title, the instant result first, study data linked | purple mouthwash · 1,600/mo | 10th |
| Prophy paste collection | A heading, a real description, grit and flavour explained, a clear way to order | prophy paste · 1,600/mo | 9th |
| Toothpaste product page | Title and heading aligned, benefit before mechanism, ingredients, sensitivity, FAQ block | purple teeth whitening toothpaste · 5,400/mo | n/a |
| Home page | Heading text, opening copy rebuilt around the mechanism and the proof | purple teeth whitening | n/a |
| Duo product page | Same treatment, framed as a routine, study results included | purple whitening kit | n/a |
| All ten collections | Headings, copy, and a restructure around single attributes | purple toothpaste · 12,100/mo | n/a |
Positions are US organic results, checked in November 2026. The rinse also sits third for "teeth whitening mouthwash" and fourth for "mouthwash for whitening teeth", both at 1,600 searches a month. Those positions are worth protecting while the head term is worked on.
Fifty prompts are tracked in Botric for the full 90 days, covering the questions buyers and dental practices actually ask an assistant. The baseline is taken in week one and re-measured each month, with the wording of every answer included in the report.
The prompt list is being finalised. The fifty are chosen for where Popwhite can realistically be recommended inside 90 days: questions with fewer entrenched answers, where the clinical studies, the sensitivity angle and the dental products give a reason to be cited. Prompts dominated by national brands with heavy review counts are left out. The final list goes into tracking in week one.
Terms already close to page one can move inside 30 days. New content usually settles over 60 to 90 days, so its first target is indexation and a first position rather than a final one.
| Measure | Now | Day 30 | Day 60 | Day 90 |
|---|---|---|---|---|
| Search | ||||
| "prophy paste" · 1,600/mo | 9th | Top 5 | Top 3 | Top 3 |
| "purple mouthwash" · 1,600/mo | 10th | Page 1 | Top 5 | Top 5 |
| "teeth whitening mouthwash" · 1,600/mo | 3rd | Hold | Hold | Hold |
| Non-brand keywords in the top 10 | ~15 | 25 | 35 | 45 |
| Keywords ranking in positions 11 to 100 | 160 | 220 | 300 | 380 |
| Organic sessions, per 90 days | 1,798 | n/a | n/a | 3,000+ |
| AI search | ||||
| Sessions from AI assistants, per 90 days | 42 | n/a | n/a | 150+ |
| Site | ||||
| Open audit findings | 23 | 4 | 0 | 0 |
| Clinical studies readable on the web | 0 of 7 | 4 of 7 | 7 of 7 | 7 of 7 |
| Content published | 0 | 4 posts | 12 posts | 20 posts |
Four pieces of information and four decisions. None of them take more than an hour, but the first two hold up work that starts in week one.
Mobile loading speed, review collection, hygienist outreach, paid media and email sit with other teams. The speed report and file list go across in week one.