Multi-Location Optometry Local SEO Case Study

Results Snapshot

A coordinated SEO and local search strategy helped George & Matilda Eyecare strengthen visibility across almost its entire network while connecting high-intent search activity with measurable patient appointments.

01

800 to 900 Organic Appointments Each Month

Organic search now generates between 800 and 900 appointment bookings each month. By concentrating on bottom-of-funnel searches from people actively looking for a local optometrist, the strategy connected stronger visibility directly with measurable patient acquisition.

02

100+ Locations Ranking in the Top Three

Over 100 of George & Matilda Eyecare’s locations rank within the top three Google results for priority local optometrist searches. In an extremely competitive market, the strategy targeted the searches most closely connected to appointment intent and delivered strong visibility across the entire network.

03

Stronger Google Business Profile Performance

Google Business Profile optimisation was a major part of the strategy. Each location was deeply audited, benchmarked against local competitors and progressively built out to improve relevance, completeness and local search performance.

04

Greater Authority Across the Network

Ongoing authority building strengthened the broader website and supported the performance of individual location pages and profiles. This helped George & Matilda compete more effectively against major national chains and established local optometrists across more than 100 different markets.

From National Recognition to Local Search Dominance

George & Matilda Eyecare already had the scale, professional reputation and physical network required to serve patients across Australia. The opportunity was to create a digital structure that supported the national brand while helping each individual location compete for high-intent searches within its own community.

A Recognised Network of Local Optometrists

George & Matilda Eyecare is one of Australia’s largest and most recognised optometry groups, with 114 locations operating across metropolitan and regional Australia. The network brings local optometrists together under an established national brand, combining the scale, systems and authority of a broader group with the local relationships, clinical experience and community connection of individual practices. This gives patients access to trusted eye care through businesses that still feel closely connected to the areas they serve.

That model created a valuable point of difference, but it also introduced a complex digital challenge. The website and search strategy needed to represent the strength and authority of the broader network without losing the local relevance required for individual locations to appear prominently in their own markets. As patient behaviour became increasingly search-led, visibility for suburb, service and proximity-based searches became essential. The brand needed to be present when someone searched for an optometrist nearby, not only when they already knew the George & Matilda name.

Strong National Brand, Uneven Local Search Visibility

George & Matilda Eyecare had strong brand recognition and a large national footprint, but performance across local search was inconsistent. This mattered because the most commercially valuable opportunity existed at the bottom of the funnel. Patients searching for a local optometrist were often ready to compare nearby providers and book an appointment. If an individual George & Matilda location was not visible within the leading local results at that moment, the opportunity was likely to be captured by a major chain or an established independent competitor.

The network also lacked consistency across several important local SEO foundations. Google Business Profiles varied in completeness and optimisation, location pages were not always positioned to compete effectively, and authority signals needed to be strengthened across the broader website and local search ecosystem. The challenge was not simply to increase a general set of keyword rankings. George & Matilda needed a scalable local search model capable of helping 114 individual locations compete for high-intent searches within their own markets.

Building a High-Intent Local Search Model

We focused the strategy on the point where patient intent was strongest: people actively searching for an optometrist in their local area. Rather than pursuing visibility for its own sake, the objective was to position individual George & Matilda locations prominently when prospective patients were ready to choose a provider and book an appointment. This required a coordinated approach across Google Business Profiles, location pages, technical SEO, local relevance, authority building and performance measurement.

Building Local Visibility Through Google Business Profiles

Google Business Profiles became a central component of the strategy because they directly influenced whether each location appeared when patients searched for a nearby optometrist. We conducted detailed audits across the network, assessing each profile against its strongest local competitors. Categories, services, descriptions, business information, imagery, attributes and overall profile completeness were reviewed and progressively strengthened.

The work extended well beyond basic profile updates. We developed location-specific priorities based on competitive conditions, existing visibility and local search opportunity. This allowed the strategy to address the needs of each practice while maintaining consistency across a network of 114 locations. As profiles became more complete, relevant and authoritative, more locations moved into the leading local positions for searches most closely associated with appointment intent.

Strengthening Website Relevance and Authority at Scale

Google Business Profile optimisation was supported by broader improvements across the website and external search ecosystem. We reviewed site architecture, metadata, content structure, internal linking and the relationship between service pages and individual location pages. This helped search engines better understand where each practice operated, which services it offered and which local searches it was relevant for. The on-site strategy was aligned with the way patients actually searched, including combinations of location, service, condition and proximity-based terms.

Authority building also played a critical role. We strengthened the broader domain through trusted external signals while supporting the competitive position of individual location and service pages. This was particularly important in a market dominated by major national chains and established independent practices with strong local histories. As the overall digital footprint became stronger, individual location pages and Google Business Profiles were better positioned to perform across their respective markets.

Connecting Search Activity to Patient Appointments

We implemented custom tracking across the organic patient journey, including appointment bookings, telephone calls, enquiry forms and other location-based interactions. This created a clearer understanding of how search visibility translated into meaningful patient actions across locations and service lines. Performance could be assessed beyond rankings and website traffic, with greater emphasis placed on the actions most closely connected to patient acquisition and business growth.

The client continued to receive clear reporting and live performance visibility, while OAC Labs supported the deeper analysis behind the strategy. Through ongoing insight loops, competitor monitoring and performance analysis, priorities could be refined according to changes in local rankings, patient behaviour and competitive conditions. This allowed the strategy to remain responsive across 114 locations rather than relying on a fixed national approach.

From Local Search Visibility to Measurable Patient Growth

The strategy was built around a clear commercial target: ensure George & Matilda locations were visible when patients demonstrated strong intent to find and book a local optometrist. That focus delivered meaningful scale. Approximately 110 of the network’s 114 locations now rank within the top three Google results for priority local optometrist searches, while organic search generates between 800 and 900 appointment bookings each month.

Dominant Visibility Across the Network

George & Matilda achieved strong local visibility across almost its entire network, with approximately 110 locations ranking within the top three for priority local searches. In an extremely competitive category, this represented more than a general improvement in rankings. It meant that when patients searched for a local optometrist, George & Matilda was consistently positioned among the most visible and relevant options across more than 100 different markets. The result was a scalable search presence that supported both the strength of the national brand and the local relevance of individual practices.

Turning High-Intent Searches Into Appointments

The strategy connected local visibility with measurable patient acquisition. By concentrating on bottom-of-funnel search behaviour, stronger rankings and improved Google Business Profile performance translated into between 800 and 900 organic appointment bookings each month. George & Matilda gained a more connected local search model capable of supporting continued growth across its network. The business could better understand which locations, services and local markets were generating the strongest opportunities, while continuing to refine strategy based on real patient actions rather than visibility alone.