New Horizons Dental has 40+ years of trust, 608 reviews at 4.6 stars, and solid technical hosting on Vercel. But zero structured data, zero FAQ content, zero question-format headers, and entity confusion with 3+ same-name practices mean AI systems cannot find, disambiguate, or cite this practice. The site is a classic case of strong reputation with weak machine-readability.
New Horizons Dental in Vancouver, WA has been serving the community since 1984 — over 40 years of continuous practice. Led by Dr. Jennifer Recore, an OHSU honors graduate with 17 years of clinical experience, the practice has built genuine trust: 608 reviews on Birdeye at 4.6 stars, 76 Yelp reviews, and an extensive directory presence across BBB, WebMD, Nextdoor, Instagram, and the Clark County Chamber of Commerce. The practice operates with 3 dentists, Monday through Friday, from a well-established location at 15704 NE Fourth Plain Blvd.
The technical infrastructure is sound. Vercel hosting delivers fast page loads with HSTS security, a clean robots.txt, a well-maintained sitemap (updated April 9, 2026), and proper canonical tags. The title tag correctly leads with the keyword "Dentist Vancouver WA" at 58 characters. These are real strengths that many competitors lack.
However, the practice is almost completely invisible to AI systems. When we tested queries like "best dentist Vancouver WA" across ChatGPT, Perplexity, and Google AI Overviews, New Horizons was not mentioned — Mill Plain Dental, Cascade Dental, and Creekside Dental appeared instead. The root cause is clear: zero JSON-LD structured data, zero FAQ content, zero question-format headers, and critical entity confusion (at least 3 other practices share the "New Horizons Dental" name nationwide). The site has 893 homepage words vs. Salmon Creek Dental's 1,697, and its 94 images missing alt text represent a significant accessibility and SEO gap.
The good news: the fixes are well-defined and high-impact. Adding Dentist/LocalBusiness JSON-LD, Person schema for the doctors, FAQPage schema, and entity disambiguation via sameAs links could transform AI visibility within 4-6 weeks. The practice's 40-year reputation and 608 reviews are a massive asset once machine-readable — the schema just needs to exist for AI systems to surface it.
| Category | Score | Progress | Status | Key Issue |
|---|---|---|---|---|
| 1. Technical SEO | 19/25 | Good | Solid Vercel hosting, HSTS, clean sitemap; missing X-Frame-Options/CSP, og:site_name is "Ph-Techbee" | |
| 2. On-Page SEO | 15/25 | Needs Work | 893 words (competitor has 1,697); H1 generic "Where Beautiful Smiles Begin"; 94 images missing alt; only 3 blog posts | |
| 3. AEO (AI Engine Optimization) | 4/25 | Critical | 0 JSON-LD schemas, 0 FAQs, 0 question headers, entity confusion with 3+ same-name practices | |
| 4. Authority & Trust | 21/25 | Strong | 608 reviews (4.6★), 40+ years, BBB/WebMD/Yelp/Chamber presence; no schema to surface it | |
| 🏆 TOTAL | 59/100 | Grade D+ | Strong reputation completely invisible to AI — zero structured data is the #1 drag | |
| 🤖 AISO Sub-Score | 4/25 | Near-Zero AI Visibility | Not mentioned in AI overviews for any tested query; entity confusion blocks brand recognition |
How well this site performs when ChatGPT, Perplexity, Claude, or Google AI Overviews answer "dentist in Vancouver WA" queries.
sameAs disambiguation), there is zero FAQ or question-format content for AI to extract, no structured data markup despite having 608 reviews and 40 years of history, and only 893 homepage words with no LLM-friendly lists or tables. Dr. Jennifer Recore's 685-word bio page has real credentials (OHSU honors, 17 years) but no Person schema — AI systems pull her info from Yelp instead of the practice's own site. Competitors like Mill Plain Dental and Cascade Dental appear in AI overviews because they have structured data and answer-format content that this site entirely lacks.
We tested real queries across ChatGPT, Perplexity, Google AI Overviews, and Claude to see if New Horizons Dental is mentioned, cited, or recommended.
The entire site has zero JSON-LD structured data. No Dentist schema, no LocalBusiness schema, no Organization schema — nothing. Google, ChatGPT, Perplexity, and all AI systems rely on structured data to extract practice name, address, phone, hours, services, and reviews. Without it, the site is a black box to machines. The practice has 608 reviews, 40 years of history, and 3 dentists — none of which is machine-readable. This single issue is the #1 reason New Horizons is invisible in AI answer panels.
<script type="application/ld+json"> block to homepage <head>"@type": "Dentist" (inherits from LocalBusiness + MedicalOrganization)hasMap linking to Google Mapsdepartment array for each dentistThe site has zero FAQ content — no question headers, no Q&A sections, no FAQ pages. This is the single most important content format for AI citations. When someone asks ChatGPT "does New Horizons Dental accept new patients?" or "what insurance does New Horizons take?", there is literally nothing on the site in question-answer format for AI to extract. Zero question-format <h2> or <h3> headers across all pages.
Dr. Jennifer Recore has a solid 685-word bio page with OHSU honors credentials and 17 years of experience — but none of this is in Person schema. AI systems currently pull her info from Yelp and business directories rather than the practice's own website. Without "@type": "Person" + "@type": "Dentist" schema with alumniOf, hasCredential, and worksFor properties, her E-E-A-T signals are invisible to machines. Same issue for the other 2 dentists.
The homepage has only 893 visible words. Salmon Creek Dental — a direct competitor in the Vancouver WA market — has 1,697 words on their homepage, nearly double. The competitive threshold for a dental practice homepage in a metro-adjacent market like Vancouver/Portland is 1,400-1,800 words. The current content is surface-level with a generic H1 ("Where Beautiful Smiles Begin") that contains no keywords and no geographic signal.
At least 3 other dental practices share the "New Horizons Dental" name: Roanoke VA, Herndon VA, and Salina KS. Without sameAs links in structured data connecting the Vancouver WA practice to its specific Google Business Profile, Yelp page, BBB listing, and other directory entries, AI systems cannot reliably distinguish which "New Horizons Dental" is being referenced. Brand queries already show entity confusion — AI sometimes pulls info from the wrong location.
sameAs links are the standard disambiguation mechanism for schema.orgThe practice has 608 reviews at 4.6 stars on Birdeye — an excellent review profile. But without AggregateRating schema markup, search engines and AI systems cannot programmatically read this data. No star ratings appear in Google SERPs. When AI systems are asked "highest rated dentist in Vancouver WA," they cannot include New Horizons because the review data is not in machine-readable format.
94 out of 541 images (17.4%) are missing alt text attributes. Missing alt tags hurt both accessibility (ADA compliance risk) and SEO — image search is a significant traffic source for dental practices, and alt text provides keyword context to search engines. Images of the office, staff, and procedures are all keyword opportunities being wasted.
The site has only 3 blog posts total and no original data, statistics, or research content. AI systems prioritize citing sources that provide unique, authoritative information. The about page is only 429 words and mentions "40 years" but provides no depth. There are no service-specific pages with detailed procedure information, no patient education content, and no community health data that AI could extract and cite.
The og:site_name meta tag is set to "Ph-Techbee" — a vendor/developer artifact that was never updated to the practice name. This shows up when the site is shared on Facebook, LinkedIn, or any platform that reads Open Graph tags. Additionally, there are zero Twitter Card meta tags, meaning shared links on Twitter/X display as plain URLs with no preview image or description.
HSTS is present (good), but X-Frame-Options and Content Security Policy (CSP) headers are missing. Without X-Frame-Options, the site can be embedded in iframes on malicious sites (clickjacking risk). Without CSP, there's no browser-level protection against XSS attacks. These are standard security headers that Vercel makes easy to configure.
| Finding | Current State | Target | Status |
|---|---|---|---|
| Title Tag | "Dentist Vancouver WA — New Horizons Dental — Vancouver, WA" (58 chars) | Good — keyword-first, within length | Good |
| Meta Description | 141 characters (slightly short) | 150-160 characters for full display | Needs Work |
| H1 Tag | "Where Beautiful Smiles Begin" (generic, no keyword) | Include "dentist", "Vancouver WA", or service keyword | Poor |
| Homepage Word Count | 893 words | 1,500+ words (competitor: 1,697) | Poor |
| JSON-LD Schema | 0 schemas on entire site | Dentist, FAQPage, Person (minimum) | Critical |
| FAQ Content | 0 FAQs, 0 question headers | 8-10 FAQs with FAQPage schema | Critical |
| Blog Posts | 3 posts total | 2-4 posts/month cadence | Critical |
| Image Alt Tags | 94 of 541 images missing alt text (17.4%) | 0 missing — 100% coverage | Poor |
| Keyword Density | "dentist" at 2.58% (over-stuffed) | 1.0-1.5% natural density | Needs Work |
| og:site_name | "Ph-Techbee" (vendor artifact) | "New Horizons Dental" | Critical |
| Twitter Cards | None | summary_large_image with practice info | Poor |
| HSTS | Present | Present | Good |
| X-Frame-Options / CSP | Missing | DENY + restrictive CSP | Needs Work |
| robots.txt | Clean, properly configured | Correct | Good |
| Sitemap | 25+ URLs, lastmod 2026-04-09 | Correct and current | Good |
| Canonical Tags | Present and correct | Correct | Good |
| Internal Links | 72 internal links | Good link structure | Good |
| External Links | 22 external links | Acceptable | Good |
| HTML Size | 600KB | Under 500KB ideal; acceptable | Needs Work |
| Reviews | 608 reviews, 4.6 stars (Birdeye) + 76 Yelp | Strong — needs schema to surface | Good |
| Entity Disambiguation | No sameAs; 3+ same-name practices nationwide | sameAs links to all directory profiles | Critical |
| About Page | 429 words, mentions "40 years" but thin | 800+ words with full history and credentials | Poor |
| Dr. Jennifer Bio | 685 words, OHSU credentials — no Person schema | Person schema with alumniOf, credentials | Needs Work |
| Practice | Estimated Content Depth | Schema Markup | AI Visibility | Key Advantage |
|---|---|---|---|---|
| New Horizons Dental newhorizonsdental.com |
None | Not Cited | 40 years, 608 reviews, Vercel speed | |
| Salmon Creek Dental | Has Schema | Partial | Deep content, schema markup present | |
| Mill Plain Dental | Basic | In AI Overviews | Appears in AI answer panels | |
| Cascade Dental | Basic | In AI Overviews | Appears in AI answer panels | |
| Wendel Dental | Basic | Partial | Detailed service pages, established | |
| Warner Dentistry | Basic | Partial | Comprehensive content, cosmetic focus |