How This Well-Known Optical Store Used SEO To Catapult Their Keyword Rankings to the Top of Google

155%
increase in organic revenue
143%
increase in organic transactions
153%
increase in referring domains
P1
Rank for the ‘canberra sunglasses’ keyword

CASE STUDY

1001 Optical

About Challenges Our Approach Strategy & Execution Outcomes Key Results Testimonials
Service

PPC & SEO

Industry

Ecommerce, Fashion, Medical & Retail

Company Size

Large

Location

Sydney and Melbourne

About Challenges Our Approach Strategy & Execution Outcomes Key Results Testimonials

About 1001 Optical

If you’re looking for frames that suit your taste and budget, 1001 Optical are the optometrists that can satisfy your needs. For the last 25 years, 1001 Optical has served as the optical store of choice for local communities.

With locations in Sydney and Melbourne, the optometry experts offer sleek and stylish designer glasses or sunglasses from industry leaders such as Ray-Ban, Prada, Gucci and many more. Whatever your tastes and budget, this optical store has frames for everyone at every price point, ensuring complete satisfaction.

Challenges

Wanting to increase their organic visibility within the eyewear and fashion vertical, 1001 Optical reached out to Online Marketing Gurus in December 2016. From this, OMG created an integrated SEO strategy that looked at strategic link building and expanding on category brand content and blog content.

  • Client faced server issues affecting overall site performance
  • Google Analytics conversion tracking was incorrectly implemented
  • Blog content was not categorised efficiently to utilise URL hierarchy
  • Large number of broken (404) pages which is not best practice SEO

Our Approach

Upon onboarding 1001 Optical, our Gurus uncovered the difference in authority compared to industry leaders like Specsavers and Vision Direct. Both referring domains and domain authority were suffering, and as such OMG opted for link-building and content creation to combat the difficulty.

Strategy & Execution

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Build the buzz with Google My Business

Google My Business is a crucial platform for building your business profile online. By optimising 19 pages on Google My Business for each of 1001 Optical’s local stores, OMG was able to significantly increase foot traffic and website visits.

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Custom SEO to reach the top rankings

Making revenue impact with SEO is possible with the right strategy. Our SEO consultants implemented both technical and onsite SEO to optimise a website that attracts and converts all of the right customers.

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Quality link building for maximum impact

Google sees relevant and trustworthy backlinks as a sign that your website is reputable, meaning it will rank you higher. That’s why OMG invested in ongoing and targeted link building to increase 1001 Optical’s website authority.

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Capture customers FAST with PPC

Want results FAST? PPC delivers some of the fastest ROI, simply because this channel excels in connecting with ready-to-buy customers. In particular, customised PPC campaigns targeted people looking for eyewear who lived or worked close to a 1001 Optical store.

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First-page visibility for explosive results.

In the competitive eyewear industry, the most profitable keywords are also the most competitive.

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Eye-watering SEO Results

Our Gurus crafted an SEO strategy to optimise search and map rankings with the goal to gain more foot traffic and surpass the competition.

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#1 Ranked Keyword Wins

Our Gurus understood the competitive nature of the optical and eyewear industry. As such, we placed priority on strategic link building and expanding on category brand content, to help increase overall keyword reach and gain more traffic.

Outcomes

Proven SEO strategies boosted 1001 Opticals search engine rankings – resulting in page 1 rankings for tough keywords like ‘dior glasses’, ‘pilot frame glasses’, and ‘optical store’.

With the focus on increasing authority and organic sessions YoY, within just 12 months OMG was able to increase:

  • Organic users by 42% (from 64,199 to 91,338)
  • Organic sessions by 37% (from 85.9K to 117.4K)
  • Organic new users by 33% (from 59.9K to 79.4K)
  • Domain rating from 31 to 39
  • Referring domains from 276 to 700

As of September 2022, OMG has helped to secure rank #1 positions for the following keywords:

  • ‘Carrera sunglasses’ – from p100 to p1 (search volume 8,100)
  • ‘sunglasses carrera’ – from p100 to p1 (search volume: 8,100)
  • ‘gucci frames’ – from p3 to p1 (search volume: 390)
    ‘dior frame repair’ – from p31 to p1 (search volume: 260)
  • ‘premium sunglasses’ – p100 to p1 (search volume: 10)
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Key Results

155%

increase in organic revenue

143%

increase in organic transactions

153%

increase in referring domains

P1

Rank for the ‘canberra sunglasses’ keyword

Hear from the Client

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“Amazing team to work with! Very friendly and professional.”

– Jacinta Mgbekwute – eCommerce Manager

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