Objective To explore the effect of continuous nursing on implant survival rate in patients undergoing immediate implantation and immediate restoration in the aesthetic zone of maxillary anterior teeth. Methods A total of 70 patients who received immediate implantation and immediate restoration in the aesthetic zone of maxillary anterior teeth admitted to our hospital from August 2022 to May 2025 were selected, and they were divided into the reference group and the observation group by the random number table method, with 35 patients in each group. The reference group was given conventional nursing, and the observation group was given continuous nursing on the basis of conventional nursing. The implant survival rate, aesthetic effect, quality of life, nursing satisfaction and complications were compared between the two groups. Results The implant survival rate of the two groups was 100.00%, and the difference was not statistically significant (P>0.05). The scores of PES and WES in the observation group after nursing were higher than those in the reference group (P<0.05). The score of quality of life in the observation group after nursing was higher than that in the reference group (P<0.05). The nursing satisfaction rate in the observation group (100.00%) was higher than that in the reference group (85.71%) (P<0.05). The incidence of complications in the observation group (2.86%) was lower than that in the reference group (17.14%) (P<0.05). Conclusion Both nursing modes can achieve a high implant survival rate. Compared with conventional nursing, the application of continuous nursing in immediate implantation and immediate restoration in the aesthetic zone of maxillary anterior teeth can improve aesthetic effect, quality of life and nursing satisfaction, and reduce the incidence of complications.