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Optometrist SEO guides for the owner of an eye-care practice

These optometrist SEO guides each take one slice of marketing: search pages, Maps, content, reviews, link outreach, the practice website and three ad platforms. Every page comes from an agency that does that work, and every page stays on marketing.

Nothing in the set describes an exam or advises anyone about their eyes.

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Where to start among the twelve pages

Begin at the top of the chart. The marketing overview explains how the search work, Maps listing, ads, website and reviews connect, and the page on search wording for exam types lists the phrases that pages and ad groups are built around.

After those, read in whichever order matches the practice. An owner weighing ads can go to the Google Ads page or to the pages for the other two platforms, and an owner thinking about towns can open the Maps page. These optometrist SEO guides link to one another, so a reader can move down the chart without searching for the next line.

Twelve pages, one row each

Each row names the topic and what the practice owner takes from it.

  • Marketing

    How search pages, the Maps listing, paid ads, the practice website and reviews hang together as one chart.

  • Keywords

    The searches around eye doctor and eye exam, sorted into chart lines, with the career and shopping searches to keep off the ads.

  • Local SEO

    The Maps listing, the service-area wording and a page for each town an eye-care practice draws appointments from.

  • AI Search

    How a practice's exam types, towns and optical shop get written down once, so answer assistants meet the same approved wording wherever they look.

  • Content

    The monthly written pieces a practice site carries, each aimed at a question asked before booking and cleared by the owner.

  • Reviews

    How a practice asks for public reviews and answers them in public without a patient detail ever appearing in a request or a reply.

  • Lead Generation

    How contacts from search and ads are counted against the page behind them, and why a lead is not read as a patient.

  • Link Building

    How local sites that already sit near a practice are found, written to and logged, with every outreach note cleared by the owner first.

  • Website Design

    A practice website built from the exam menu: a page for each exam type, one for the optical shop and a contact page, with the words supplied by the owner.

  • Google Ads

    How Google Ads campaigns are laid out for an eye-care practice: one campaign per exam type, the towns named by the owner and a long list of searches kept out.

  • Bing Ads

    How Bing Ads campaigns fit an eye-care practice: the same exam menu and towns as Google, a smaller spend and its own account.

  • Meta Ads

    How Meta Ads (Facebook and Instagram) campaigns are laid out for an eye clinic: adults and parents in the owner's towns, plain ad text and a count of calls and forms.

Questions about the guide pages

Do the guide pages give advice about eye care?
No. Marketing is all they cover: pages, listings, ads, review requests and the website. The exam room and everything said in it stay with the doctors.
Must the twelve pages be read top to bottom?
No order is required. The marketing overview is a sensible first stop, and each other page stands on its own.
Do the pages quote prices?
The pricing page does, along with the two service pages. The other pages leave figures out.
Where does a reader go after the pages?
On to the services overview, which sets out both kinds of work, or across to the contact form to arrange a phone chat with the CEO.

Read, then talk

Once a page or two has made sense, set a half-hour for Ross Cohen to ring, or leave a note with the exam types and towns on your mind.

Which exam types get the top row?

Name the exam types and appointment kinds you want booked more, the towns your patients travel from and any optical shop lines worth a page of their own. Leave out patient names and anything about anyone's eyes.

Tell us about your exam book

Say which exam types you want booked, which towns you serve and which neighboring offices point people to you. A few lines will do, and whoever is at the desk reads each arrival.

Set a day first and a time second. When that moment comes, Ross Cohen, the CEO, phones the number in the field above.

Choose the hour

The hour you choose will print on this line.

Times are offered Monday through Friday and print in the zone chosen on this form.

The last line of the chart is the phone

The pages, listings and ads sit on the lines above this one. Set an hour for a phone chat with the CEO, or send a written note first and keep reading.

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The chart drawn below the text is an illustration of how the work lines up, not a forecast.