Opticare Opticians

Opticare Opticians are independent, family-focused opticians in the East Midlands, serving the communities of Newark, Anstey, Birstall, and Sileby.

While Opticare already had a strong reputation locally, they weren’t fully capitalising on organic search. Valuable eye care searches were being won by larger chains and publishers, meaning potential patients were discovering competitors before finding Opticare. The opportunity was to position Opticare as a trusted authority on eye health while generating more appointment enquiries.

At A Glance:

• Organic Clicks increased 304%
• Organic Impressions increased 238%
• Engagement Rate increased 281%
• Multiple keywords reached Page 1
• Nearly 100,000 AI Overview impressions
• High-performing educational content created

The Goal:

• Increase organic traffic
• Improve keyword rankings
• Grow visibility for eye care services
• Increase local search presence
• Improve authority within eye health topics

The Strategy:

Our SEO strategy for Opticare was across both On-Page and Technical SEO. This included, but was not limited to, metadata optimisation to improve click-through rates from Google Search, built a stronger internal linking structure to help search engines understand topical relationships between services and educational content, developed topical content clusters around eye health, eyewear, and local eye care to build authority, carried out commercial and informational keyword research, wrote SEO-focused blogs, fixing heading structure, and improved topical authority.

The Results:

12-Month Period (July 2025-July 2026)

Over twelve months, Opticare experienced significant growth across every major SEO metric. Organic clicks more than quadrupled, impressions nearly tripled, and engagement increased substantially, demonstrating that traffic quality improved alongside visibility.

As Google’s AI Overviews become increasingly prominent, Opticare’s content earned almost 100,000 impressions within these new search experiences, demonstrating the long-term value of authoritative educational content.

Keyword Movement

Rankings improved across commercial, informational and local searches. This meant Opticare wasn’t just appearing for “opticians near me”, but also attracting potential patients researching eye health, eyewear and vision problems earlier in their decision-making journey.

Last 12 Months (July 2025-July 2026)

Top Performing Content

As part of our on-page SEO efforts, we have focused on publishing articles that focused on answering real patient questions with authoritative, search-optimised content. By optimising existing content for Opticare Opticians, we have increased impressions by 206% year-on-year and clicks by 442%.

By creating new content focused on patient searches and topical issues surrounding eye health and optometry, such as the new mandatory eye tests for drivers over 70 and why yellow lenses are dangerous for night driving, we have generated over 500k impressions and over 2,000 clicks. This attracted high-intent visitors while establishing Opticare as a trusted source of eye care information.

Business Impact:

Increased visibility meant more people discovered Opticare while searching for eye health advice and local eye care services. This resulted in more appointment enquiries, stronger local brand awareness and a growing stream of organic traffic that continues to generate value without relying solely on paid advertising.

Whether you’re a local business or a national brand, we help organisations grow through strategic SEO that delivers measurable results. Get in touch to discuss your SEO goals today.