An eye care clinic and optometrist in Coffs Harbour, Australia, wanted more patients to find it on Google. Over a two-year engagement we ran a full SEO and local SEO program, and within the first three months the clinic reached top positions on Google Maps and local search for several of its most important keywords.
At a glance
- Client: Eye care clinic / optometrist, Coffs Harbour, Australia
- Services: Technical SEO, on-page SEO, local SEO and Google Business Profile, content marketing, link building, social media
- Timeframe: Two-year engagement; top rankings for key terms within three months
- Key results: Top Google Maps and local rankings for several key terms, including #1 across most of the area for “pediatric optometrist Coffs Harbour”
The challenge: being found when locals need an eye test
Patients choose an optometrist the way they choose most local health providers: they search, look at the map, check reviews and call or book with one of the first few clinics they see. Searches like “optometrists Coffs Harbour”, “glasses Coffs Harbour” or “pediatric optometrist Coffs Harbour” come from people ready to book.
For a clinic, being outside the top three on Google Maps means missing most of those patients. It also means losing them to larger chains with bigger marketing budgets. And because eye care is a health topic, Google expects strong signals of trust and accuracy before it ranks a site well.
The clinic needed to stand out in its local area on both the map results and the standard organic results, and to keep that position over time.
Our six-part SEO strategy
1. Technical SEO
We optimized the website’s structure and performance so Google could crawl it easily and patients had a smooth experience. That covers a clean site architecture with each service a click or two from the homepage, fast loading on mobile, secure HTTPS, a correct XML sitemap and fixing broken links and duplicate pages. Many patients search on their phone, so mobile usability was a priority.
2. On-page SEO
We improved the content and HTML of individual pages. Each core service, such as eye tests, children’s eye care, glasses and contact lenses, got a dedicated page with a clear title, heading and description that matched how people search. We added local signals naturally, such as the clinic’s location and the areas it serves, and used medical and local business schema so Google understood the clinic, its services and its address.
3. Local SEO and Google Business Profile
This was the core of the quick wins. The Google Business Profile (formerly Google My Business) is what appears in the map pack, so it has to be complete and accurate:
- The right primary category (optometrist) and relevant secondary categories
- Accurate address, phone number, opening hours and booking link
- Services listed in detail, with descriptions
- Real photos of the clinic, team and equipment
- Regular posts and updates to show the profile is active
- A steady flow of genuine patient reviews, with every review answered
We also made sure the clinic’s name, address and phone number matched exactly across the website and local directories, because consistency helps Google trust the location.
4. Content marketing
We created useful content that answers patients’ real questions, such as when children should have their first eye test, how often adults need checks and how to choose between glasses and contact lenses. Content like this attracts local searchers earlier in their decision and shows the clinic’s expertise, which matters for health topics.
5. Link building
We built high-quality, relevant backlinks to raise the site’s authority, focusing on local and health-related sources such as community organizations, local business directories and relevant health resources. A few relevant local links usually do more for a clinic than many generic ones.
6. Social media engagement
We used social media to strengthen the clinic’s presence and send traffic to the website. Regular, helpful posts keep the clinic visible to locals between appointments and reinforce the brand that patients see in search.
The results: top of the map within three months
Within three months of implementing the strategy, the clinic secured top rankings on Google Maps and in local search for several key terms.
The local rank grids show what this looks like across the area. For “pediatric optometrist Coffs Harbour”, the clinic ranked #1 across most of the grid. For “glasses Coffs Harbour”, it held mostly second position. For the broad term “optometrists Coffs Harbour”, it appeared among the top places on Google Maps and in the organic listings.
For the clinic, this means it is in front of local patients at the exact moment they are looking to book, and more visible against larger competitors.
Lessons for healthcare and clinic owners
- Your Google Business Profile is your shop window. For local health services, it often matters more than the website for the first impression.
- Specific services win specific searches. Separate pages for services like children’s eye care can rank where a generic page never will.
- Reviews drive both rankings and bookings. Ask consistently and respond to every one.
- Trust signals matter more in health. Accurate, expert content and consistent business details help Google and patients trust you.
- Quick wins need long-term work to hold. Local rankings can move fast, but keeping them takes ongoing effort.
How to apply this to your clinic
- Check your Google Business Profile category, hours, services and photos.
- Make sure your name, address and phone match everywhere online.
- Create a page for each core service you want patients to book.
- Set up a simple process to ask happy patients for reviews.
- Publish helpful answers to the questions patients ask most.
- Track your map rankings across your area, not just from one location.
See how we work with clinics and other sectors on our industries page, or read about our SEO services.
FAQ
How quickly can a clinic rank on Google Maps?
It depends on competition and the starting point. Some clinics see clear map improvements within a few months, as in this case, while competitive city markets can take longer.
Do I need a website if I have a Google Business Profile?
Yes. The profile helps you appear in the map pack, but a strong website supports those rankings, ranks in organic results and gives patients the detail they need to choose you.
How many reviews does my clinic need?
There is no magic number. What helps is a steady flow of genuine, recent reviews and thoughtful responses to them. Asking every satisfied patient is the simplest way to build that.
Want more patients finding your clinic first? See our SEO services or book a strategy call.
