seo for opticians
How to get more local customers and bookings by improving your optical practice website and local SEO
This step-by-step guide shows opticians exactly what to do—on your website, Google Business Profile, and local marketing—to increase visibility, phone calls, bookings and walk-ins.
Increase in calls from optimized Google Profiles
Searches for eyewear near me are mobile-first
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Why SEO Matters for Opticians
Patients searching for "optometrist near me", "sunglasses near me" or "eye test same day" expect fast local answers. Strong SEO turns those searches into phone calls and clinic bookings. Unlike broad brand ads, local SEO captures intent — people actively looking to buy eyewear or book an eye exam.
High-intent traffic
Local search visitors are ready to act. Optimise to appear on maps, local packs and organic results for immediate impact.
Better ROI than broad ads
A booking from organic search costs less over time than repeated paid ads. Combine both for quick wins and long-term growth.
Local SEO Checklist for Opticians
Complete these items to dominate local search results and the Google Maps 3-pack.
Google Business Profile (GBP)
- Claim & verify your listing if you haven't already.
- Exact NAP (Name, Address, Phone) — must match your website and directories.
- Primary category: Optometrist / Optical Store. Add secondary categories like Eyewear Store, Contact Lens Supplier.
- High-quality photos: exterior, reception, exam room, frames, staff headshots.
- Services & attributes: list eye tests, contact lens fitting, children’s eye exams, same-day glasses, wheelchair accessible, accepts health fund.
- Business hours: keep accurate and add special hours for holidays.
Local citations & directories
- List your practice on health directories, Yellow Pages, TrueLocal, HealthEngine (if relevant), and local chamber sites.
- Ensure consistent NAP across all listings. Inconsistent listings confuse Google and lower rankings.
- Use a spreadsheet to track where you're listed and correct inconsistencies.
Phone number & booking links
Use a single primary phone number on your site and Google Profile. Add clear "Book an appointment" links that open your booking system, phone dialer, or an online form. For mobile users, clickable tap-to-call is critical.
GBP Post Ideas
- New frames arrival — include photo and price range
- Seasonal eye care tips (sunglasses in summer)
- Last-minute appointment slots
Quick GBP optimisation
- Fill every field in GBP
- Add 8–12 photos (rotate monthly)
- Encourage reviews after visits
Local schema markup
Ask your developer (or Congero) to add LocalBusiness schema including openingHours, geo coordinates, priceRange, and services. This helps Google display rich results.
On‑page SEO: Make Your Website Speak to Patients
On-page SEO ensures search engines and users understand your services and location. Follow these steps page-by-page.
Title tags & meta descriptions
- Home page title: include primary keyword + location. Example: "Optometrist Sydney CBD | Eye Tests & Glasses — [Clinic Name]".
- Service pages: each must have unique title/meta describing the service (e.g., Contact Lens Fitting Melbourne).
- Meta description: 120–155 characters with a clear CTA (Book now, Call today).
Headings & content structure
- Use H1 for the main page title (one per page), H2 for sections (services, about, FAQs).
- Write clear, benefit-led headings: "Comprehensive Eye Tests", "Same-day Glasses", "Family Eye Care".
Service pages every optician should have
- Eye tests — what’s included, how long, bulk billing or private, fees.
- Children’s eye exams — explain paediatric experience and kid-friendly frames.
- Contact lens fitting — brands, trial process, follow-up.
- Glasses & frames — sunglasses, prescription sunglasses, designer brands.
- Repairs & adjustments — on-site quick fixes.
Technical on-site tips
- Structured data: Services, PriceRange, OpeningHours, and Review markup.
- Image alt text: describe frame/photo (e.g., "women's tortoiseshell reading glasses - [brand]").
- Internal linking: link service pages from the home page and blog posts.
- Contact details: show phone, address and booking link in header & footer.
Technical SEO: Keep Your Site Fast & Indexable
Small technical fixes often produce big ranking improvements. Prioritise these items.
Page speed
Target sub-2.5s mobile load. Compress images, use modern formats (WebP), enable caching, and choose a fast host.
Mobile-first
Ensure responsive layout, big tap targets for book/call buttons, and fast rendering on 4G/3G.
Secure & accessible
Use HTTPS, create an XML sitemap, and ensure robots.txt allows crawling of key pages.
Recommended tools
Content & Keywords: What Local Patients Search For
Focus on queries that indicate buying intent or booking intent. Use keyword variations across pages and blog posts.
Primary keywords
- optometrist near me
- eye test [suburb]
- buy glasses [suburb]
- contact lens fitting [city]
Long-tail topics for blog posts
- How to choose kids' glasses: 5 tips for parents
- Do blue-light glasses reduce eye strain?
- What to expect at your first contact lens fitting
- Sunglasses guide: UV ratings and lens types
Content best practices
- Answer patient questions: Each page should solve a single patient need (e.g., "Quick eye test for drivers").
- Use schema for FAQ: Add FAQ structured data to increase rich result chances.
- Include pricing ranges: People searching often want price signals—e.g., "eye test from $79".
- Local language: use suburb names, landmarks, and transport info to connect with local searchers.
Content distribution
Share blog posts to GBP, social channels, and local groups. Repurpose content into short videos showing frame try-ons or eye-test walkthroughs—videos often appear in local search and social feeds.
Reputation: Turn Visits into Trust
Reviews strongly influence whether someone calls or books. Make a simple, repeatable process to gather reviews and respond to feedback.
How to get more reviews
- Ask at checkout: train staff to request a review after a positive experience.
- Send SMS follow-ups with a direct Google review link (shortened).
- Offer small incentives: e.g., entry into a monthly sunglasses draw (check local rules).
- Make review buttons visible on your website and booking confirmations.
Responding to reviews
- Reply to 5-star reviews with a short thank you and staff name.
- For negative reviews: acknowledge, apologise, offer to resolve offline—show future patients you take concerns seriously.
- Use review snippets on your site (with permission) to build trust.
Local Link Building & Partnerships
Quality local links help Google understand your practice is relevant to the community. Prioritise relevance over volume.
Partner ideas
- Local GPs and paediatricians — referral pages linking to your contact lens or children’s services.
- Local fashion boutiques or salons — cross-promote sunglasses events.
- Community clubs and sports teams — eye safety talks or discount partnerships.
- Local newspaper or lifestyle blogs — offer expert articles or comment on eye health topics.
Tactics
- Sponsor a local event to get mentions on event pages.
- Write "how-to" guest posts for health portals linking to your service pages.
- Create useful resources (frame size guide, contact lens care PDF) others will link to.
Convert Visitors Into Bookings: Practical CRO Tips
Getting traffic is only half the job. Use these tactics to turn visitors into patients.
Clear CTAs
Make "Book an appointment" and "Call us" buttons visible above the fold on mobile and desktop.
Prominent phone & booking
Header click-to-call and one-click booking from GBP increases conversions dramatically.
Trust signals
Show accreditation, health fund logos, and top reviews near CTAs to reduce friction.
Microcopy & pricing
Include brief answers to common objections near booking (e.g., "Bulk-billed eye tests available", "Same-day glasses possible"). Transparent pricing reduces abandoned calls.
Tracking & Analytics: Measure What Matters
Set up tracking to know which pages and campaigns produce bookings, calls and walk-ins.
Essentials
- Google Analytics 4 — track pageviews, sessions, and events.
- Google Search Console — monitor search queries and indexing issues.
- Call tracking or simple call-to-action events — measure call volumes from the site.
- Conversion events — bookings, contact form submits, phone clicks.
Monthly report checklist
- Total organic sessions and top pages
- Calls & booking conversions (week-over-week)
- Top search queries bringing visitors
- Google Business Profile actions (direction requests, calls)
7 Common SEO Mistakes Opticians Make
1. Using generic titles
Titles like "Home" or "Services" miss search intent. Use keywords + location.
2. No clear booking CTA
If booking requires multiple clicks, patients drop off—make it one or two taps.
3. Inconsistent NAP
Different phone numbers or addresses across listings hurt local rankings.
4. Not asking for reviews
Many great experiences never turn into public reviews; have a system to request them.
5. Slow mobile site
Slow pages kill rankings and bookings; optimise images, fonts and hosting.
6. Thin service pages
Pages must explain the service, process, price bracket and next steps.
7. Ignoring analytics
If you're not tracking calls and bookings, you can't improve what drives customers.
30-Day SEO Action Plan for Opticians
Follow this calendar-style plan to see measurable improvements in local visibility and bookings within 30 days.
Days 1–7: Fix the Essentials
- Claim & verify Google Business Profile.
- Ensure NAP is identical on site and GBP.
- Add phone click-to-call in header and GBP.
- Install Google Analytics & Search Console.
Days 8–15: On‑page Work
- Create/update service pages (eye tests, contact lenses, kids).
- Optimise title tags and meta descriptions with locations.
- Add FAQ schema to 2–3 pages.
Days 16–23: Local & Content
- Publish 2 blog posts answering common patient questions.
- Request reviews from patients who visited in the past month.
- Add 8 photos to GBP (frames, exam room, staff).
Days 24–30: Measure & Iterate
- Review Google Search Console queries (what searches show your site).
- Track calls and bookings — identify top-performing pages.
- Reach out to one local partner for a cross-link or event.
- Plan the next 90 days based on wins (double down on topics that brought traffic).
Want this done faster?
Congero can launch a professional, mobile-first optician website with local SEO optimised in 24–60 hours. Unlimited updates, hosting, and analytics for a flat monthly fee.
Start Your Site — No Upfront FeeFrequently Asked Questions
How long until I see results from local SEO?
Should I run Google Ads as well?
Do I need a blog?
How many reviews do I need?
Ready to Get More Patients from Google?
If you want a professional optician website that's fast, mobile-ready, and pre-configured for local SEO — Congero can build it in under 60 seconds from a WhatsApp message and optimise it for local search.
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