Our Client
Our client is a team of eye doctors serving patients from multiple eye care center locations across Florida, primarily in the Tampa Bay area. They offer B2C, family-oriented patient optometry services, including comprehensive eye exams, dry eye treatment, CRT and Ortho-K, ocular disease management, as well as designer eyewear, contact lens services, and more.
The Challenge
With rapid business expansion across Florida, our client needed to improve their local visibility and attract traffic to their location pages to generate leads and drive appointment bookings.
Our Objectives
While having multiple locations, they struggled to attract new patients and customers because they were not appearing in the top local search results. This resulted in fewer clicks to their website, fewer calls, and fewer direction requests from their Google Business Profile and Google Maps.
Our client knew the power of building local listings and maintaining an active profile on Google. That’s why they chose to partner with the SEO strategists at Digital Neighbor to help improve their online visibility through a local SEO strategy for their optometry practice and ongoing management.
Our Optometry SEO Strategy
Digital Neighbor crafted a tailored yet holistic approach for each practice location, starting with a comprehensive audit to assess performance gaps. The next steps included establishing an online presence through local listings, building local authority, adding location-specific keywords to Google platforms, and image optimization.
1. Local Listings Audit & Clean-Up For all Locations & all Doctors
We updated and claimed 69 listings on the most popular local directory sites, including Apple Maps, Bing, Amazon Alexa, Nextdoor, Yahoo!, the Better Business Bureau, and more.
To support each optometry practice, we updated and claimed 66 local listings for practitioners on the most popular directory sites and four medical directory sites for their nine primary doctors, including doctor.com, vitals.com, webmd.com, and ratemds.com.
2. Google Business Profile Optimization
We manually claimed and verified each Google Business Profile and connected it to our local listings platform to ensure data consistency across the board, including the name, address, and phone number (NAP) information. This is critical for building trust with potential customers and Google algorithms.
We also updated the business descriptions for all nine locations to follow the best local optometry SEO practices.
3. Ongoing Local SEO Efforts
We created an ongoing checklist for local optometry SEO initiatives to ensure continued traffic to their site for optimal lead generation:
Local SEO Campaign Results
Our local SEO efforts have increased appointment bookings, visibility, click-through rates, and local search rankings compared with the previous year.
The data below compares Q1 of 2023 with Q1 of 2022, showcasing that the client received 5,136 calls from Google and 15 from Yelp in one month. These numbers only represent calls that came directly from Google and Yelp, without taking into account the impact of other local listings we have built for each location and optometrist.
In one month, our optometry SEO initiatives have yielded positive results for our multi-location healthcare client. Compared to the same period last year, we observed a nearly 24% increase in bookings, with a total of 367 clicks to book. These results demonstrate the effectiveness of our local SEO strategy and the value it brings to the client’s business.
Increased Visibility
Their Google Business Profile and Google Maps listings received a total of 20,806 impressions from people searching for their services.
Additionally, during this time frame, 3,740 unique users interacted with Google Maps by calling, messaging, booking appointments, or requesting directions.
Apopka Location
South Tampa Location
Boosted Click-Through Rates
Our client received 1,493 call clicks in just one month, indicating that users contacted their locations directly from their Google Business Profiles and Google Maps. Additionally, 1,388 users clicked through to visit their website, demonstrating a strong interest in their services.
These numbers strongly indicate that our local optometry SEO efforts are paying off, as their Google Business Profiles and Google Maps listings are successfully connecting potential customers with their business. By optimizing their listings for local search and providing accurate and helpful information, they have effectively captured the attention of people actively seeking eye care services in their area.
The high number of call clicks and website visits also suggest that their locations continue to grow and serve the needs of every community.
Improved Web Traffic & Appointments
By establishing an online presence and building local authority, we were able to boost traffic to the practitioners’ listings and ultimately drive more patients to make an appointment with each doctor working at different locations.
South Tampa Location
Practitioner Listings
Increased Google Rankings
Adding location-specific keywords to the weekly Google Business Profile posts and optimizing the images for Google to ensure that their system understands what their business is about increased our rankings on Google for each location’s targeted keywords.
Vero Beach Location
Overall Return on Investment for Optometry Practice SEO
Our comprehensive local optometry SEO strategy and day-to-day optimization efforts in managing all locations and practitioners on Google have significantly improved local SEO metrics and visibility in Google’s Local Pack. This success has led to a noticeable increase in website visitors, appointment bookings, and phone calls, bringing new patients and increasing sales for each location. With our continued dedication to maintaining consistent and accurate data across all listings, we anticipate and are excited to see continued growth and success for our clients’ multi-location business.
