Optical Academy

Optical Academy saw a massive 95% boost in organic traffic and a 35% increase in mobile service bookings after implementing advanced SEO strategies. With keyword rankings soaring and domain authority jumping from 15 to 27, their online presence skyrocketed. We optimized on-page and technical SEO, reducing page load times by 30%, which directly boosted conversions. Email campaigns increased engagement, driving a 12% uplift in service bookings. Solidifying Optical Academy as a leader in mobile optometry services!

Client

Optical Academy

Strategy

SEO, Web Design, CRO

Industry

Health

Introduction

This case study focuses on my work with Optical Academy, a company offering both traditional optical services and mobile eye care exams at schools, workplaces, and community events. My role in this project involved implementing SEO strategies to drive traffic, capture leads, and boost visibility for their e-commerce offerings. Through in-depth keyword research, content creation, and technical optimizations, I significantly improved their online presence. Additionally, I helped build an email marketing strategy to nurture and convert leads into loyal customers.

SEO Strategy

For this project, I leveraged a suite of powerful SEO and marketing tools, including:

SEMRush: For keyword research, competitive analysis, and auditing.
Screaming Frog: To perform technical SEO audits and identify crawl issues.
Yoast SEO: For optimizing on-page SEO, including metadata and content readability.
Moz: To track domain authority and monitor backlinks.
MailChimp: For executing email marketing campaigns.
SurferSEO: For content optimization based on current SERP data.
GTMetrix: To monitor and improve page load speed.
PageSpeed Insights: For diagnosing speed-related issues and implementing fixes.

Keyword Research & Analysis

The company had predefined keywords they wanted to rank for in the mobile optometry niche. I conducted additional research to find untapped keyword opportunities that aligned with their goals and market demand. Here are some of the key phrases we focused on, and the progress made:

Competitive Analysis

Technical SEO Audit

I performed a comprehensive SEO audit using SEMRush and Screaming Frog to identify errors and opportunities for improvement. The audit uncovered several issues that were holding the site back:

Broken links (4xx errors)
Missing alt text on images
No H1 tags on key pages
Duplicate content
Slow page speed

Action Plan:

Link Fixes: I repaired all broken links to improve both user experience and crawlability.
Alt Text: Ensured that all images were optimized with descriptive alt text to enhance image search visibility.
H1 Optimization: Added H1 tags with focus keywords across all service and landing pages to improve relevance and rankings.
Page Speed: Compressed oversized images and enabled browser caching to improve page load times, achieving a 30% reduction in page load time.
& More

On-Page SEO

For on-page SEO, I revamped the site’s content structure and optimized the use of target keywords. This included:

Crafting engaging meta titles and descriptions that improved click-through rates (CTR).
Header Optimization: All headers were aligned with strategic keywords to boost topical relevance.
Content Optimization: Using SurferSEO, I made sure each blog post, landing page, and service page adhered to optimal keyword density, structure, and length for higher SERP performance.

Off-Page SEO & Link Building

A major focus of this project was building a strong backlink profile to improve domain authority. Here’s how I approached it:

Guest Posting: I conducted outreach to relevant blogs in the health and wellness niche, offering high-quality guest posts that linked back to Optical Academy’s site.
Citations: I listed the business in relevant, high-authority directories to improve local SEO and build credibility.
Organic Backlinks: Through the creation of in-depth, valuable content (such as guides on eye health), we earned several organic backlinks from respected health websites.

Technical SEO

Beyond the SEO audit fixes, I focused on ongoing improvements in technical SEO:

Schema Markup: I implemented structured data across all landing pages and blog posts to enhance how the site appeared in rich snippets. This included using FAQ schema to appear in featured snippets, which increased click-through rates by 15%.
Mobile Optimization: With mobile traffic accounting for a significant portion of the website’s visitors, I made sure the site was fully optimized for mobile users, improving mobile usability scores on Google’s PageSpeed Insights.

Email Marketing & Lead Capture

I integrated email marketing into the SEO strategy to boost lead generation and nurture potential clients. Using MailChimp and Benchmark, I:

Created Lead Magnets: Designed a pop-up offering a free consultation or event opt-in for visitors to capture emails. This pop-up appeared after 15 seconds of landing on a blog post and resulted in a 20% conversion rate.
Follow-Up Emails: Set up automated email campaigns to nurture leads by offering value-added content and promoting Optical Academy’s e-commerce products. These follow-ups increased repeat visits and further engagement with the site.

I tracked user behavior with Google Analytics, setting goals such as time spent on site and pages per session. Over time, email open rates grew by 18%, and conversion rates from email to service bookings increased by 12%.

The Results

By the end of the project, Optical Academy experienced significant growth:

95% increase in overall organic traffic over 12 months.
35% increase in mobile service bookings due to higher rankings and better lead capture.
Domain authority improved from 15 to 27, leading to a rise in keyword rankings for high-intent search terms.
30% improvement in page speed, improving user experience and conversion rates