Local SEO Case Study: How an Optician Ranked #1 in Local Area to Boost Traffic

Client Overview

Our client operates a chain of independent optician practices in Strabane (Northern Ireland) and Ballybofey (Ireland). As a local healthcare provider, their audience is limited by geography – people rarely travel far for eye tests, glasses, or treatments.

To win in this market, they needed to rank at the top of Google’s local search results when people searched for opticians in their area.

Their goal: to become the go-to optician in both towns.

Our Approach

We built a local-first SEO strategy focused on relevance, visibility, and action:

Local keyword research

We identified the most high-value, location-specific search terms, such as:

• “opticians Ballybofey“
• “eye test Strabane“
• “glasses near me” (with local intent)
• “children’s optician Ballybofey“

We then worked these keywords into key areas of the site – homepage, service pages, blog content, and metadata – ensuring we didn’t just rank, but ranked correctly for what local searchers were looking for.

On-page SEO for local relevance

We optimised title tags, meta descriptions, and H1/H2 structure to include local terms naturally. Content was rewritten to speak directly to community-specific concerns, such as school vision checks or nearby parking.

Google business profile optimisation

We also updated and optimised their Google Business Profiles for both locations, adding accurate categories, high-quality images, reviews, service lists, and posting regular updates to improve map pack rankings.

The Results

The strategy delivered a strong lift in local visibility, search traffic, and customer engagement:

• The client achieved the #1 spot on Google for key searches like “opticians Ballybofey” and “eye test Strabane”
• Click-throughs and impressions increased significantly, with local landing pages driving steady monthly traffic
• Phone calls, bookings, and direction requests from Google Business Profile listings saw a marked increase – translating to real foot traffic and revenue

Most importantly, the client is now seen as the top local choice for optical care in both of their towns. By aligning their digital presence with their physical service areas, we helped them own their local market.