# Chapter 3 · Get AI to recognise your clinic and your doctors

> GEO Playbook · Dental & Aesthetics v1.0 · Canlah AI · CC BY 4.0 · Web page: https://canlah.ai/playbook/dental/identity/
> Markdown edition for AI assistants, same content as the web page. Figures are code blocks (wireframe / mermaid / bars / steps / split); "→" links open the matching section on the web, and the same URL with .md is its Markdown edition.

## 3.1 The fact table and the organisation facts page (/facts)

**What you'll do in this section**: In 25–55 minutes, build a 14-row fact table to the General Edition's blueprint, then make one /facts page, and check the price rows tier by tier against the ledger before it goes live. For dental clinics you change only two rows and add one price-check rule; for everything else, copy the specification in （→ 通用版 3.2 事实表与机构事实页） exactly.

**Hard gate**: until the baseline is saved, do not change this page or any business profile (the same hard gate as the one before you start work in chapter 2).
```wireframe id=pt09 Figure: Block order for the organisation facts page; the field table and hard fact cards are the rows AI copies whole
title/H1 | Legal name + bare facts, zero adjectives | req
First-screen credentials line | 2–4 numbers: credentials, registration number, year, etc. | req
Hard fact cards | 3–5 KPI cards, each with a line below giving the definition, denominator and period | req,cite
14-row field table | One field per row, no narrative sentences mixed into the values | req,cite
  Practitioners | Name + registration number + official register link, one entry per line | req
Price block | Fixed by side: a fixed price or a range + billing method | req,law
Location and opening hours | Listed day by day; never "by appointment" | req
Reviews | Entire block skipped on regulated sides; other sides: see elsewhere | opt,law
FAQ | 3–6 questions, restating the conclusions in the body | opt
Self-ratings / reposted reviews / before-and-after images | Never include | no,law
Footer | Last verified date + owner | req
schema | A one-time template, not written per page | req
```
For dental clinics, only two rows of the General Edition's 14-row field table change. Row 11, "Devices / materials": write only the real brand and model, with no outbound link to the manufacturer's product page. The general table keeps a manufacturer link for the side that may link out; dental clinics do not use it (for the writing rules, see chapter 1, 1.5). Row 12, "Insurance / subsidy coverage": write it as a firm sentence.

> **Example**: A sentence such as "This treatment is not claimable under Medisave." Write it as a fixed statement and leave no wiggle room.

The tiered wording for the price block is already demonstrated, with dental and aesthetics as the example, in （→ 通用版 3.2 事实表与机构事实页）, and the writing rules for the price block and the follow-up-visit row are in chapter 1, 1.2, so they are not repeated here. This section adds only one ledger rule: **check every price row tier by tier against the ledger (the exported price list); never copy an old value from the website**. Every row records its source and the date it was verified, and facts you have only heard second-hand never go on the page.

```split Figure: What dental clinics must put on /facts and must never put there — don't fill a slot with the wrong one
Must write || Never include
HCSA licence number + HCI Directory lookup link || `aggregateRating`, star ratings, rating widgets
Three-tier fixed-price table: incl. GST, defining conditions, effective date || Review text, screenshots of positive reviews
Medisave coverage written as a firm sentence || Before-and-after photos
Follow-up policy: time limit, number of visits, what's included || Free, complimentary, at no extra charge, $0
Device model: the model only || Manufacturer links
Organisational operating facts that also pass the four conditions in 1.5 || Leading, Expert, best, most cases
```

The right-hand column has no "may be published after the compliance officer's written confirmation" tier: nothing in it can go up, even with a written sign-off [Statute text; see Appendix A]. The block the organisation page would normally reserve for reviews is not built at all; fill that same slot with checkable operating facts instead — year founded, number of doctors and each one's registration number, opening hours, languages, slots held for emergencies (the seven kinds of checkable fact are in chapter 1, 1.6). Case counts and procedure volumes are deleted by default: there is no confirmation process for them, and no "usable after confirmation" tier.

When you finalise the exclusions, write in one fixed rule: **without a *Letter of appointment for advertising* on file, not a single correction letter may be sent later on** (for the send gate, see chapter 6, 6.1). /facts is still advertising: before publishing, run it through chapter 1's compliance checklist and price wording rules, with no item exempt.

## 3.2 Doctor pages: register fields and Circular 2/2022 titles

**What you'll do in this section**: Build a person page with its own URL for every doctor, fill in the fields to the General Edition's person profile page blueprint, and write titles exactly as the official register shows them. When you're done with this page, you'll have one of the few things the regulated sides are explicitly allowed to use to persuade.

At the organisation level, persuasion is almost entirely banned; at the individual level it is not — the regulator explicitly allows practitioners to publish their own qualifications, areas of practice, practice arrangements and contact details [Statute text; see Appendix A]. So the person page is not a nice-to-have; it is the main line of work on this side: one page per doctor, anchored on the official registration number plus the official register lookup link. The page specification follows the General Edition's blueprint:
```wireframe id=pt09-person Figure: Block order for the person profile page (this whole page type is not measured, so nothing is marked cite)
H1 | Legal name in its unique spelling + registered title | req
Registration info strip | Registration number · register category and status · start of registration · official register link | req
Compliance statement line | Regulated sides only: finalised by the compliance officer, with the check date | opt,law
Credentials table | Degree + awarding institution + year, one entry per line; year practice began | req
Third-party credential tier | Light/unregulated sides: tier name + awarding body; if it can't be looked up, write the date; strict side: never a manufacturer-granted tier, only technical-standard certification and registration status | opt,law
Scope of practice and services | The services this person handles + a fixed price for each | req,law
External anchors | Association profile / academic identifier / speaker page / professional social profile / Wikidata QID | req
List of bylined content | Thick pages and videos bylined to this person, linking back to this page | req
Updated | One line | req
```
```split Figure: A doctor page's titles are copied from the register, never described in your own words
Banned || Write instead
Senior, authoritative, extensive experience || Degree + year awarded, laid out in the prescribed format
Called a specialist but not on the specialist register || Write the register category exactly as listed
Treating a manufacturer-granted tier as a credential || Do not write it (Conservative line (not statute text); see 3.3)
Covering the doctors with one "expert team" page || One page per doctor + registration number + register lookup link
Laudatory words in the `title` || `<name>, <SDC / SMC registered title>`
```

> 🔴 **Allowed does not mean unregulated.** Personal profiles must still pass SDC 5.4.2's nine tests (factual, accurate, verifiable, without extravagant claims, not misleading, not sensational, not persuasive, not comparative, not disparaging), plus MOH's ban on laudatory words (Annex A, regardless of whether they are true) [Statute text; see Appendix A.1, A.2]. Never describe this slot as "a back door around the organisation-level advertising limits". The specific title layout rules (titles from a Singapore university may be placed before the name, and every other title only below the name; no title that is not legally held may be used, and nothing may imply specialist status that has not been accredited) come from SMC Circular 2/2022. The original text of that PDF has not been obtained, so before launch, legal must check these rules one by one against the original. Until that check is done, write titles only as the register shows them, and do not use these rules as a basis for judgement [Original text not obtained; see Appendix A].

Two points the figure does not show: unsupported "expert" or "specialised professional" labels are banned in the same way; use academic titles only when the doctor genuinely holds them. The example for the `title` row is `Dr Jane Tan, Dental Surgeon` (this wording is not measured).

Put the official register lookup link right after the registration number, pointing to the register the doctor is actually on (MOH / SMC / SDC). Write specialist registration status exactly as the register shows it; a doctor who is not on the specialist register must not imply specialist status. For the association profile, fill in the profile URL from the Academy of Medicine or the SDA. Acceptance is one check only: fetch the page source with `curl` using a normal browser user agent (UA); both the name and the registration number must be findable in it — this page is the authoritative original for the six-trace alignment table in 3.4. How to fill in third-party credential tiers is in 3.3; how to handle the page of a doctor who has left is in （→ 通用版 3.3 个人实体页与六处痕迹对齐）.

## 3.3 After the review slot is empty: technical-standard certification, registration status and manufacturer locators

**What you'll do in this section**: On every doctor's person page, fill in the three things you are allowed to write — technical-standard certification (name, certificate number, validity period; on the official website and your own social media accounts only), specialist registration status exactly as the register shows it, and inclusion in manufacturer locators (the manufacturer links to you; you never link out to the manufacturer). Do not write manufacturer-granted tiers. The mechanism and the three hard rules on wording follow （→ 通用版 3.4 第三方资质分级、Wikidata 与五处商家档案）; here we only draw the decision path for dental clinics.

```mermaid Figure: For recommendation questions, when a checkable tier exists, AI copies the tier, not the review
flowchart LR
  q["Recommendation question"] --> h{"Checkable third-party tier available?"}
  h -->|Yes| g["Copies tier + specialist register"]:::hl
  h -->|No| r["Copies review text"]
  r --> x["Dental can't ask for reviews; slot empty"]:::warn
```

This figure rests on a single live search on one engine (for the sample and source, see （→ 通用版 A.1 机制、门与人这一层的证据）); until it is retested with the region locked to Singapore, treat it only as a direction for the build work, not as a promise. **This figure is a mechanism observation, not a compliance clearance** — "copies tier" in the figure does not mean a doctor page may show a manufacturer tier; the next paragraph deals with that separately.


Do not put manufacturer-granted tiers on doctor pages (things like Invisalign Diamond / Black Diamond Provider) [Conservative line (not statute text)]. Reg 13(4)(c) only permits displaying awards or certifications earned by meeting technical standards ("compliance with technical standards"; the MOH FAQ's example is ISO laboratory certification), and Reg 13(5) excludes professional qualification certificates from this provision. Manufacturer tiers are awarded on case volume or performance, so they do not fall into this category, and they also run into the "case counts deleted by default" rule (see 1.5). To relax this, the compliance officer must give written reasons and approve it case by case; it is never fillable by default.

> **Example**: Write a technical-standard certification as "The clinic's in-house dental laboratory is certified to ISO 13485:2016 (certificate no. SG-12345, issued 4 March 2025, valid to 3 March 2028)." Write only the certification name, certificate number and validity period, with no adjectives.

```split Figure: With the review slot empty, what a doctor page does and does not show
Write || Do not write
Technical-standard certification: name, certificate number, validity period (official website and own social media only) || Manufacturer tiers, superlatives
Specialist registration exactly as the register shows it || Most cases
Listed in manufacturer locators: they link to you || Linking out to the manufacturer from your own page
```

Superlatives, "the only" and "only X clinics island-wide", "most cases" and "leading" may never be used, regardless of whether they are true [Statute text; see Appendix A] — MOH's officially published list of laudatory terms already includes this kind of wording: "Highest volume", "Leading" and "Only" are on it. The compliance officer's written sign-off resolves only the three situations on the stop-and-escalate list; it never turns something banned as Statute text into something publishable: these words cannot go up even with a written sign-off (for the stop-and-escalate rule, see chapter 1, 1.1).

Applying for a locator listing is usually free, and one application gets you two things: an inbound link, and third-party endorsement of the real brand and model of the device you use. The link may only run from the manufacturer to you; your own page never links back to the manufacturer (see chapter 1, 1.5).

## 3.4 Six-trace alignment and the five business profiles

**What you'll do in this section**: Using the official register lookup page as the source, check the name, registration number, organisation name and address word for word in six places, and send a correction request the same day for anything that doesn't match. Then claim all five business profiles, fill in factual fields only, and point the website field to the landing page — the price page for dental, the procedure's page for aesthetics. The general method for alignment follows （→ 通用版 3.3 个人实体页与六处痕迹对齐）; the claiming order, and the rule that after claiming you only run the monthly three-state check, follow （→ 通用版 3.4 第三方资质分级、Wikidata 与五处商家档案）. Here we only pin down dental and aesthetics' own answers to "which six places", what can go in the profiles, and "where the website field points".

```steps Figure: Using the official register lookup page as the source, align the six places cell by cell
1 | Register lookup screenshot | SDC / SMC register and HCI Directory; verify the URL on the spot
2 | Association profile | SDA, Academy of Medicine
3 | Doctor page on the website | `/team` and the person page, copied from the register
4 | Speaker page | Conference and association speaker pages
5 | LinkedIn | Same spelling for name, registration number and organisation name
6 | ORCID | Only if the doctor has one; same spelling for name and organisation name
7 | Fix any mismatch the same day | Send letters only with the letter of appointment on file
```

Step 1 has to be verified on the spot because the exact URLs for the SMC / SDC registers and their search entry points are still marked "to be verified": the first time you use one, verify it on the spot, take a screenshot and fill it back into the alignment table — never leave this cell empty for long. The six places above are for the doctor level; at the clinic level, the six places become: the official register, the five business profiles, the association profile, the website, manufacturer locators and media coverage, and the standalone page is the /facts page from 3.1.

Before sending a correction letter, first confirm that the *Letter of appointment for advertising* is on file — without this authorisation, not a single correction letter may be sent. If you cannot get the letter of appointment, the third-party corrections and off-site fixes in six-trace alignment fail entirely, and you can only do website-side work (/facts + self-filled profiles) (for the send gate, see chapter 6, 6.1; for the correction letter template, see （→ 通用版 B.3 外联邮件与评价回复）, and for the extra wording for dental and aesthetics, see Appendix B.2).

```split Figure: What dental and aesthetic clinics may and may not fill in on the five business profiles
May fill in || Must not fill in
Posts: opening-hours changes, new services, relocation, staff registration updates || Promotional posts, case posts, reposted reviews
Price field: the fixed final price || "From" prices, ranges, original prices
Website: the price page for dental, the procedure page for aesthetics || The homepage
Yelp: claim + check the facts || Any action on reviews
Free text, Q&A, photo captions: the same wording as the website || Wording that differs from the website
```

Why the two columns are kept so strictly apart: every free-text box, business Q&A, business post and photo caption on the five profiles is advertising and uses the same banned-word list as the website pages; photo captions and business posts are the ones most often missed. For how to write the price field, see chapter 1, 1.2. The only field on the Google Business Profile with real leverage is the website field, so it must point to the page that can actually serve this buyer, and you must check the canonical domain (the www and https forms must be consistent).