SEO Strategy for Optometrist
A data-driven execution plan to capture local search intent. This playbook targets high-value "near me" queries and transactional service keywords.
Execution Roadmap
National chains like LensCrafters and Pearle Vision dominate generic terms like 'eye exam near me,' but they can't compete with your hyper-local expertise. This phase focuses on owning your city's optometry search landscape through precision local SEO.
- Target 3-5 zip codes within a 5-mile radius of your practice
- Optimize for 'near me' + 'specialty' (e.g., 'pediatric optometrist near me')
- Leverage local landmarks in keywords (e.g., 'optometrist near [City] Mall')
LocalBusiness Schema for Optometrists
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"name": "[Your Practice Name]",
"image": "https://example.com/image.jpg",
"url": "https://example.com",
"telephone": "+1-555-123-4567",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "[City]",
"addressRegion": "[State]",
"postalCode": "12345",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "34.0522",
"longitude": "-118.2437"
},
"areaServed": {
"@type": "GeoCircle",
"circleRadius": "10000",
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": "34.0522",
"longitude": "-118.2437"
}
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"name": "Optometrist Services",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Comprehensive Eye Exam",
"description": "A thorough examination of the eyes to detect any vision problems or eye diseases."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Contact Lens Fitting",
"description": "A service to fit contact lenses to correct vision problems."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Glasses and Frames",
"description": "A service to provide glasses and frames to correct vision problems."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "LASIK Surgery",
"description": "A surgical procedure to correct vision problems."
}
}
]
}
}Create location-specific service pages for affluent neighborhoods (e.g., '/optometrist-beverly-hills'). Use Google's 'Places API' to pull hyper-local data like school districts, HOA names, and community events to enrich content.
Generic optometry sites bury specialty services under a single '/services' page. Your competitors won't match this silo structure, which targets high-intent searches like 'ortho-k lenses for kids' or 'scleral lenses for keratoconus.'
/services/pediatric-eye-exams (buried under generic '/services')
/pediatric-optometrist/eye-exams (standalone silo with child-specific content)
- Create a parent page for each specialty (e.g., '/pediatric-optometrist')
- Child pages for sub-services (e.g., '/pediatric-optometrist/ortho-k-lenses')
- Internal links from parent → child pages with keyword-rich anchor text
MedicalProcedure Schema for Specialty Services
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"name": "Optometrist Services",
"description": "Comprehensive eye care services",
"image": "https://example.com/optometrist-image.jpg",
"url": "https://example.com/optometrist-services",
"telephone": "1-800-EYE-CARE",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Anytown",
"addressRegion": "CA",
"postalCode": "12345",
"addressCountry": "USA"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"areaServed": {
"@type": "GeoCircle",
"address": "123 Main St, Anytown, CA 12345",
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"geoRadius": "10000"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"name": "Optometrist Services Catalog",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Comprehensive Eye Exam",
"description": "A thorough examination of the eyes to detect any potential issues"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Contact Lens Fitting",
"description": "Fitting and adjustment of contact lenses for optimal comfort and vision"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Orthokeratology (Ortho-K) Lenses",
"description": "Non-surgical vision correction using specialty contact lenses worn overnight"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "LASIK Consultation",
"description": "A consultation to determine if LASIK surgery is right for you"
}
}
]
},
"provider": {
"@type": "Optometrist",
"name": "Dr. [Last Name]",
"sameAs": "https://[YourSite]/team/dr-[last-name]"
}
}Most optometry blogs target generic topics like 'how often should I get an eye exam?' Instead, create content for hyper-specific patient avatars: the '40-year-old contact lens dropout' or the 'parent of a child with progressive myopia.'
- Use Google's 'People Also Ask' to identify niche questions (e.g., 'Can ortho-k lenses slow my child's myopia progression?')
- Leverage EHR data to identify common patient concerns (e.g., 'Why do my eyes burn when I wear contacts?')
- Target 'before/after' keywords (e.g., 'ortho-k results after 1 month')
Structure blog posts as patient stories: 1) Problem (e.g., 'My 8-year-old's glasses prescription changed again'), 2) Solution (e.g., 'How ortho-k lenses stopped Sarah's myopia progression'), 3) Outcome (e.g., 'Sarah's prescription stabilized after 6 months'). Include a 'Book a Consultation' CTA at the end.
BlogPosting Schema for Patient Stories
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"image": "https://example.com/images/optometrist.jpg",
"url": "https://example.com/optometrist",
"telephone": "1-800-OPTOMET",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Anytown",
"addressRegion": "US",
"postalCode": "12345",
"addressCountry": "United States"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"areaServed": {
"@type": "GeoCircle",
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"geoRadius": "1000"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"name": "Optometrist Services",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Comprehensive Eye Exam",
"description": "A thorough examination of the eyes to detect any vision problems or eye diseases."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Contact Lens Fitting",
"description": "A service to fit contact lenses to correct vision problems."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Orthokeratology (Ortho-K)",
"description": "A non-surgical procedure to correct myopia (nearsightedness) using specialized contact lenses."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Prescription Glasses",
"description": "A service to fill prescriptions for glasses to correct vision problems."
}
}
]
}
}National chains have thousands of reviews, but they're spread thin. Your advantage? Hyper-local review velocity. Patients trust a practice with 200+ reviews in their city more than a chain with 5,000 reviews nationwide.
Sending a review request 1 week after the exam (too late; patient forgets details)
Triggering a review request 24 hours post-exam (peak satisfaction moment)
- Use a tool like Podium or BirdEye to automate review requests via SMS (higher response rate than email)
- Create a 'Review Us' page with direct links to Google, Yelp, and Healthgrades
- Respond to every review within 24 hours (use templates for efficiency)
Review Schema for Rich Snippets
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Review",
"itemReviewed": {
"@type": "Optician",
"name": "[Your Practice Name]"
},
"reviewRating": {
"@type": "Rating",
"ratingValue": "5",
"bestRating": "5"
},
"author": {
"@type": "Person",
"name": "Sarah M."
},
"datePublished": "2023-10-20",
"reviewBody": "Dr. [Last Name] was amazing with my son's ortho-k fitting. He explained everything clearly and made my son feel comfortable. Highly recommend!"
}
</script>Most optometry websites send traffic to a generic homepage. Your competitors won't match these hyper-specific landing pages, each designed for a single patient avatar and search intent.
- Create a landing page for each high-intent keyword (e.g., '/ortho-k-consultation')
- Use a 'Problem-Agitate-Solve' framework (e.g., 'Tired of your child's glasses prescription changing every year? Ortho-K lenses can help.')
- Include a 'Book Now' CTA above the fold (e.g., 'Schedule Your Ortho-K Consultation in 60 Seconds')
Add a countdown timer to your landing pages (e.g., 'Only 3 spots left for ortho-k consultations this week!'). Use a tool like Deadline Funnel to create real urgency (e.g., 'This offer expires in 24 hours').
Offer Schema for Landing Pages
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"image": "https://[YourSite]/optometrist-image.jpg",
"url": "https://[YourSite]/optometrist",
"telephone": "1-800-[YourPhone]",
"address": {
"@type": "PostalAddress",
"streetAddress": "[YourStreetAddress]",
"addressLocality": "[YourCity]",
"addressRegion": "[YourState]",
"postalCode": "[YourZipCode]",
"addressCountry": "[YourCountry]"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "[YourLatitude]",
"longitude": "[YourLongitude]"
},
"areaServed": {
"@type": "GeoCircle",
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": "[YourLatitude]",
"longitude": "[YourLongitude]"
},
"geoRadius": "[YourRadius]"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Comprehensive Eye Exam",
"description": "A comprehensive eye exam for adults and children."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Contact Lens Fitting",
"description": "Contact lens fitting for astigmatism, presbyopia, and nearsightedness."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Ortho-K Consultation",
"description": "Comprehensive orthokeratology consultation for myopia control."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "LASIK Consultation",
"description": "LASIK consultation for vision correction."
}
}
]
},
"provider": {
"@type": "Optometrist",
"name": "[YourPracticeName]"
}
}Optometry is a visual field, yet most practices ignore video SEO. Your competitors won't match this strategy, which leverages YouTube (the 2nd largest search engine) and on-site video to capture high-intent traffic.
- Create a YouTube channel with playlists for each specialty (e.g., 'Pediatric Optometry', 'Dry Eye Treatment')
- Optimize video titles for 'how to' and 'what to expect' keywords (e.g., 'What to Expect During Your First Ortho-K Fitting')
- Embed videos on service pages and blog posts (e.g., 'Watch Dr. [Last Name] explain ortho-k lenses')
Ortho-K Lenses Explained (generic, low CTR)
Ortho-K for Kids: How We Stopped Myopia Progression in 6 Months (specific, high CTR)
VideoObject Schema for YouTube Embeds
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"name": "Optometrist Service",
"image": "https://example.com/optometrist-image.jpg",
"url": "https://example.com/optometrist-service",
"telephone": "1-800-OPTOMET",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Anytown",
"addressRegion": "US",
"postalCode": "12345",
"addressCountry": "USA"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "37.3861",
"longitude": "-122.0842"
},
"areaServed": {
"@type": "GeoCircle",
"address": "123 Main St, Anytown, US 12345",
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": "37.3861",
"longitude": "-122.0842"
},
"geoRadius": "1000"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"name": "Optometrist Services",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Comprehensive Eye Exam",
"description": "A thorough examination of the eyes to detect any potential issues."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Contact Lens Fitting",
"description": "A service to fit contact lenses for individuals with vision correction needs."
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Ortho-K Fitting",
"description": "A service to fit orthokeratology lenses for individuals with vision correction needs."
}
}
]
}
}Most optometry practices waste ad spend on broad audiences. Your competitors won't match this retargeting system, which uses pixel data to recapture visitors who didn't book an appointment.
- Install Facebook and Google pixels on all landing pages and service pages
- Create custom audiences for visitors who viewed high-intent pages (e.g., '/ortho-k-consultation') but didn't convert
- Use dynamic retargeting ads to show personalized offers (e.g., 'Still thinking about ortho-k? Book a consultation and get 10% off your first pair of lenses.')
Offer a free 'Eye Health Checklist' (e.g., '5 Signs Your Child Needs an Eye Exam') in exchange for an email address. Use this to build a retargeting audience for future campaigns.
Facebook Pixel for Retargeting
<!-- Facebook Pixel Code -->
<script>
!function(f, b, e, v, n, t, s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n, arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t, s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', '[YourPixelID]');
fbq('track', 'PageView');
fbq('track', 'ViewContent', {
content_name: 'Ortho-K Consultation',
content_category: 'Service Page'
});
</script>
<noscript><img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?id=[YourPixelID]&ev=PageView&noscript=1"
/></noscript>
<!-- End Facebook Pixel Code -->National chains have domain authority, but they lack hyper-local backlinks. Your advantage? A backlink strategy that leverages optometry-specific directories, local partnerships, and niche publications.
- Get listed in optometry-specific directories (e.g., All About Vision, Optometrists Network)
- Partner with local schools, pediatricians, and senior centers for backlinks (e.g., 'Recommended Optometrists in [City]')
- Contribute guest posts to niche blogs (e.g., '5 Signs Your Child Needs an Eye Exam' on a parenting blog)
Generic directories (e.g., Yelp, Yellow Pages)
Optometry-specific directories (e.g., 'Find an Optometrist' on the American Optometric Association website)
Use Ahrefs to find broken links on optometry-related websites (e.g., a 404 error for 'ortho-k lenses'). Reach out to the site owner and offer your content as a replacement.
Growth Model
This model assumes consistent content generation and basic backlink acquisition. ROI typically stabilizes within 90 days of full indexation.
