SEO for Optometrists
More eye tests booked from Google, Google Maps and AI answers, with every page written to the advertising rules optometrists practise under.
- No lock-in contracts
- Tracked to booked appointments, not rankings
Your catchment Parramatta
Found where your patients live.
No lock-in contracts
If the work isn't paying its way for your practice, you're free to stop.
Healthcare practices we have worked with
What is optometry SEO?
Optometry SEO is the work of getting a practice found when people nearby search for an optometrist, an eye test, glasses or contact lenses on Google, Google Maps and AI assistants. It covers the Google Business Profile, eye test and eyewear pages, local signals, reviews on Google, site speed, and tracking that ties each search back to an appointment booked, all written within the advertising rules that apply to a registered health profession.
- Usually moves first
- Maps visibility and the Google Business Profile
- Compounds
- Eye test, contact lens and eyewear pages
- Measured by
- Appointments booked, not rankings
Why optometry practices lose appointments online
Most independent practices we speak to have the same four problems, and none of them shows up in a rankings report.
New patients by referral source
| Referral source, as entered at reception | New patients |
|---|---|
| Word of mouth, friends and family | 22 |
| Referred by a GP | 8 |
| Walked past the practice | 12 |
| “Google” | 14 |
| Not recorded | 19 |
| Total new patients | 75 |
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The chains own the search results
A handful of national retail groups sit above every independent practice in the country, with hundreds of locations and hundreds of reviews each.
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Some of the dearest clicks in health
Google Ads keyword data puts the average click on “bulk billed eye test” at US$11.84 and on “eye test” at US$10.59. Buying every appointment at that price adds up.
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The product searches go elsewhere
People search for contact lenses and prescription glasses far more than they search for an optometrist, and most independent sites have no page for either.
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Numbers nobody connects
Optomate, Sunix or whichever practice management system you run can report new patients. None of them can tell you which search sent them.
How patients search for an optometrist in Australia
The searches Australians make every month, grouped by what the patient needs, with the page or asset that wins each one.
| Search | Searches a month, Australia | What wins it |
|---|---|---|
| Nearby and routine | ||
| optometrist near me | 33,100 | The Maps pack and a complete Business Profile |
| eye test | 9,900 | An eye test page that says what the appointment covers |
| eye test near me | 4,400 | The Maps pack, with the eye test listed as a service |
| eye exam | 2,400 | The same page, reached by either wording |
| What they came to buy | ||
| contact lenses | 18,100 | A contact lens page covering fitting and aftercare |
| prescription glasses | 8,100 | An eyewear page naming the brands and lens options you stock |
| glasses near me | 3,600 | The Maps pack, and eyewear listed as a product |
| Services people search for by name | ||
| ortho k | 2,400 | An orthokeratology page that explains the fitting process |
| behavioural optometrist | 1,900 | A page about the assessment, written to what you actually do |
| children’s eye test | 1,600 | A children’s page covering school screenings and what to expect |
| Symptoms | ||
| blurry vision | 4,400 | A page about the symptom that explains when to book an examination |
| Cost, cover and confusion | ||
| optometrist vs ophthalmologist | 1,000 | A plain explainer, which also earns links and AI citations |
| bulk billed eye test | 720 | A page that explains when Medicare covers the examination |
“contact lenses” and “prescription glasses” together are searched 26,200 times a month, against 33,100 for “optometrist near me”. That's where the dispensing revenue is, and most independent practices have no page for it.
Average monthly Google searches in Australia, from Google Ads keyword data, pulled 12 September 2026. Searches with no reported volume are left out rather than estimated.
What our optometry SEO service includes
Six workstreams, run together, each one aimed at a booked appointment rather than a ranking.
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Google Business Profile and Maps
Each practice set up properly: categories, every service and product you actually offer, accurate hours, photos of the practice and the dispensary, and practitioner listings only where they help rather than split your reviews. Most “optometrist near me” searches end on the profile.
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Eye test and eyewear pages
One strong page for each thing you want more of: the comprehensive eye examination, contact lens fitting and aftercare, orthokeratology, children’s vision, and the eyewear and lens options you stock. Each says what the appointment covers and what it costs.
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Suburb pages, done properly
Only for suburbs you genuinely draw patients from, and each written about that suburb: parking, transport, and how far patients travel. We don't build sets of near-identical suburb pages. Search engines treat those as doorway pages.
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Reviews, the compliant way
We help you ask more patients for a Google review and reply to each one well. Reviews stay on Google, where patients leave them. We never republish them on your site or in ads, because clinical testimonials in advertising breach the National Law.
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AI search visibility
Patients now ask ChatGPT, Gemini and Google’s AI Mode which optometrist to see, and what the difference is between an optometrist and an ophthalmologist. We structure your pages, schema and listings so those answers can find, trust and cite your practice.
How AI search visibility works -
Booking and tracking
Calls, online bookings through HotDoc, HealthEngine or your own widget, and forms, each tracked in GA4, so you can compare what search delivered against the appointments your front desk records.
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Get Free Growth Plan!Results For Healthcare Practices
We have not published an optometry case study yet, so these are four dental practices, in the same regulated corner of healthcare. Every number comes straight from that practice’s own case study.
Quay Dental
Quay Dental, a trusted dental clinic in Sydney, was losing organic visibility in a highly competitive local market.
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400%
Increase in Top 3 Position Keywords
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66%
Increase in Leads Generated
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179%
Increase in Traffic Value
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34%+
Increase in Total Traffic
The Dental Practice
The Dental Practice, a dental clinic based in Sydney, was looking to increase visibility and attract more patients in a competitive local market.
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28%
Increase in Organic Traffic
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60%
Increase in Conversions
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40%
Drop in Cost Per Acquisition
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31%+
Increase in Conversion Rate
White & Bright Family Dental
White & Bright Family Dental, a dental clinic in South Western Sydney, needed to build awareness and attract new patients in a competitive local market.
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30%+
Increase in PPC Conversion Rate
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20%
Increase in Organic Traffic
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87
PPC Leads on Average Per Month
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$16
Cost Per Conversion
Bay Central Dental
Bay Central Dental, a modern dental clinic based in Woolooware, was struggling to stand out in a saturated market.
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300%
Increase in Top 3 Position Keywords
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268%
Increase in Organic Traffic
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30%
Drop in Cost Per Conversion
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70%+
Increase in PPC Conversion Rate
Video review from an IV therapy clinic
Rosy from IV League Drips, an IV therapy clinic rather than an optometry practice, on working with us across SEO, Google Ads and Meta ads. The figure comes from the clinic’s case study and reflects the combined campaign, rather than SEO alone.
Marketing inside the Optometry Board rules
Optometry advertising is regulated under the National Law, and the rules reach your website, your Business Profile and your ads. This is where we draw the line.
What we won’t publish
- Patient testimonials, on your website or in your ads
- Prescribing scheduled medicines unless the endorsement is on the register
- Guaranteed outcomes, or claims to be the best
- Discounts, two for one frame offers or free tests without the terms stated
- Before and after images that could mislead
What we do instead
- Reviews earned on Google and left there
- Practitioner titles and endorsements checked against the public register
- Service pages that explain what the examination covers and who it suits
- Offers shown with what's included, what's excluded and when they end
- Fees and Medicare cover explained plainly, including what is not covered
We write optometry copy to Ahpra’s advertising guidelines and the Optometry Board of Australia’s registration standards. It supports your own obligations as a registered optometrist; it does not replace them. Optometry Board of Australia
How our optometry SEO process works
Five steps, in order. The pace is set by your practice, your site and your catchment, so the plan sets it rather than a template.
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Audit
Search Console, your Business Profile, the Maps pack for your suburb, your site and your tracking.
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Growth plan
What to fix and what to build, in order of the appointments each is likely to bring.
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Build
The Business Profile, eye test and eyewear pages, technical fixes and tracking.
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Compound
Content, reviews and authority, built on what the data shows is working.
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Report
Against appointments booked, not rankings.
How much optometry SEO costs in Australia
Published Australian agency figures put SEO for medical and dental practices at $1,500 to $2,500+ a month, and most Australian small businesses pay $1,500 to $3,500 a month. No regulator sets SEO prices in Australia, so these are market figures, not a quote.
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$1,500 to $2,500+
a month, what Australian agencies publish for medical and dental practices
Published Australian agency rate card, verified September 2026
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$1,500 to $3,500
a month, where most Australian small businesses sit
Two Australian SEO cost guides agree, verified September 2026
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US$500 to US$1,000
a month, the most common agency retainer worldwide
What moves the price
- How many practices and optometrists you have
- How many retail chain locations sit in your catchment
- How many service and eyewear pages need building or fixing
- The state of your site and your booking tracking
- Whether Google Ads runs alongside
The eye test is usually bulk billed, so set the market figures against what a new patient is worth once dispensing is counted: the useful question is how many appointments a month the work has to bring in to pay for itself.
Estimate your SEO costMeet the team behind your optometry SEO
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Uppercut Digital Google reviews
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Optometry SEO Questions
Do you lock practices into contracts?
No. We work without lock-in contracts. If the work isn't paying its way for your practice, you're free to stop.
What is local SEO for optometrists?
Local SEO is the part of optometry SEO that decides whether you appear in the Google Maps pack and in “optometrist near me” results. It rests on a complete Google Business Profile, consistent practice details across directories, reviews on Google, and pages that make clear which suburbs you serve and which services and products you offer.
How much does optometry SEO cost in Australia?
Published Australian agency figures put SEO for medical and dental practices at $1,500 to $2,500+ a month, and most small businesses pay $1,500 to $3,500 a month (both verified September 2026). What moves the price is how many practices you have, how many retail chain locations sit in your catchment, and how many service pages need building. We scope each practice before quoting.
How long does optometry SEO take?
It depends on how many chain locations sit in your catchment, the condition of your site and how much authority it has already earned. Business Profile and technical fixes tend to move first, while ranking for competitive product searches takes longer. Rather than quote an industry average, we set out what's realistic for your practice before you commit to anything.
Can we compete with the big optical chains?
On the searches that matter, yes. A national group has more locations and more reviews, but it runs one template across all of them, so it rarely has a page written about your suburb, your longer examination or the lens options you actually fit. Those are the searches an independent practice can win, and they're the ones that end in an appointment rather than a browse.
Can we use patient testimonials on our website?
No. Testimonials about clinical care are prohibited in the advertising of a regulated health service, and that reaches your website, your social profiles and your ads. Reviews left by patients on Google are different: you do not control them, they can stay there, and you can reply. What we never do is lift them onto your site or into an ad.
Can we advertise prescribing eye medications?
Only if the endorsement for scheduled medicines is on that optometrist’s registration. It's a formal endorsement recorded on the public register, not something a practice can describe loosely, so we check the register per practitioner before any therapeutic wording goes on a page. Where it is held, saying so plainly is a real point of difference.
Should we write about the difference between an optometrist and an ophthalmologist?
Yes. It's searched about 1,000 times a month in Australia and almost nobody answers it well. A plain explainer earns links, gets cited by AI assistants, and reaches people at the exact moment they're working out who to book with.
Can you track appointments from HotDoc or HealthEngine?
Mostly, yes. We track calls, online bookings and form enquiries in GA4, including HotDoc and HealthEngine bookings where the widget allows it. Your practice management system doesn't receive search data, so we match what search delivered against the appointments your front desk records.
Can you get our practice into ChatGPT and AI Mode answers?
Nobody can guarantee a mention in an AI answer, and it is worth being wary of anyone who does. What we can do is strengthen the signals those answers draw on: clear service pages, accurate business listings, reviews on Google, structured data, and mentions on sites AI tools already trust.
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