eCommerce SEO, Local SEO, Recent Case Studies, Search Engine Optimisation, SEO for SMBs

Future Proofing Online Presence: A Case Study on The Optical Co

January 28, 2021

When The Optical Co engaged SEO for Small Business Australia, the company’s objective was to improve its Search Engine Optimisation (SEO) for its WooCommerce WordPress platform as part of a strategy to increase online bookings and sales and to ‘future proof’ the company’s online brand presence.

The Optical Co chose to work with SEO for Small Business Australia because of the company’s strong reputation for delivering results.

As a first step, the team at SEO for Small Business Australia undertook thorough analysis to determine the site’s technical standing, and research to determine relevant search terms then set about devising an SEO strategy that would increase organic traffic overall, underpinned by methods that would make the local store pages easier to find.

The results

Over a six month period, the results have been impressive:

  • 300% increase in organic traffic
  • 100% increase in overall traffic
  • 200% increase in organic conversions
  • 100% increase in overall conversions
  • 60% more organic visibility

This success of the SEO campaign to date is a testament to getting the basics right, and amongst other things, ensuring the proper setup and optimisation of Google assets such as Google My Business.

It’s also a result of a good working partnership.

“Together, we have achieved great results within a short time frame because things get done quite quickly, especially for the technical and content side of things,” explains Bill Vasiliadis, Managing Director of SEO for Small Business Australia.

“Before we begin any SEO campaign we also ensure that the site is functioning well from a technical perspective – it’s this attention to detail that can make or break an SEO campaign if it’s not done properly,” says Bill. “This isn’t a process you can shortcut, it’s critical as a first step in the process. The Optical Co followed our guidance on this.”

Key preparation work included:

  • Restructuring the information architecture, navigation, and URL structure
  • Technical enhancements such as fixing broken pages, broken links, and site speed
  • YOAST SEO optimisation
  • On-page optimisation
  • Articles optimisation and distribution
  • Preparation for Core Web Vitals
  • Link earning tactics

“The other element of a good SEO strategy, that is often overlooked is content,” explains Bill.

“Fresh original content is highly regarded by the search engines as a way to engage users and keep information on the website relevant and up to date, so we’ve developed an article-based content strategy based on what the target audience is looking for.”

Phase Two and beyond

The Optical Co team is so delighted with the results they’ve achieved in just six months,  they are now looking to expand the strategy, with an emphasis on other store brands, and specific eyewear brands.

“As more and more consumers buy retail products online – during the pandemic online shopping increased 24% and it’s set to continue to grow about 13% – then companies need to regularly review their SEO strategies… to ensure their websites are capable of keeping up with what consumers want and need,” explains Bill.

Putting an emphasis on ‘customer experience’

“Google is now placing ‘customer experience’ as its number one ranking criteria – that means much more than just a funky-looking website,” he says.

“It means a website that looks good, functions well across multiple platforms, and makes life easier for users – whether they’re shopping, banking, browsing, or reading the news. Companies would do well to look at how their websites are performing and make adjustments now.”

Testimonial from The Optical Co

A very professional no-nonsense approach which we appreciated. Makes everything easy to understand and is very clear on the improvements he can deliver. ~ Andrew Harvey @ The Optical Co

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By SEO for Small Business Australia

By SEO for Small Business Australia

SEO for Small Business Australia is a leading digital marketing agency based in Sydney that offers SEO, PPC, and content services for small and medium-sized businesses in Australia and worldwide.

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“It has been a pleasure working with Bill and his team from SEO for Small Business Australia. The results from all his work have been truly amazing and in no time our business was on the first page of Google. I will continue to work with Bill and his team in the future and highly recommend him.”

Sherleen Chand, Criminal Lawyers Sydney

“We started using Bill last year and have been very happy with his service since. He is incredibly responsive and is generally available to answer the phone or an email when we need it. We have noticed improvements in several areas of our SEO and are keen to see what the next steps in our SEO strategy bring. We would definitely recommend engaging SEO for Small Business Australia Pty Ltd.”

Katie McGovern, Patricia Holdings

“It’s been a pleasure to work with Bill from SEO for Small Business Australia. The results have been amazing. We are kept up to date regularly with what’s going on and the customer service has been great. As a small business, it’s always a pleasure to work with another competent small business.”

Murray Roach, Billabong Spas

“Bill has been a great in getting our SEO set up and running for our meditation business.”

Mairead Ball, Bondi Meditation Centre

“If you are looking for SEO services for small business, this is definitely the one - knowledgeable, easy to work with and great value.”

Nancy Wang, RivetLab Pty Ltd

“I highly recommend Bill Vasiliadis and SEO for Small Business Australia – as a new business, the best decision we made was to engage Bill Vasiliadis.”

Ted Neaves, Shoalhaven Lawyers

“A very professional no-nonsense approach which we appreciated. Makes everything easy to understand and is very clear on the improvements he can deliver. ”

Andrw Harvey, The Optical Co

“After trusting in two other SEO companies over the last 5 years and getting horrible results, 5 months ago I started with Bill and the results have been great and we have only been doing business with him for a short time so I'm super confident that my business's future is going to be amazing. I highly recommend trusting Bill and his team.”

Robin Wickens, Sheepskin Tailors

“Great service with great results, highly recommend.”

Marnie Fawns, Tri to Swim

“Bill has been great to work with and has provided good results.”

Brian Scales, Glen Erin at Lancefield

“Bill has detailed knowledge of SEO, we are a demanding client that has some robust measurements on our ROI and Bill manages to find solutions and report back in line with our KPI's on a weekly basis.”

Graham Budinger, Signal Advantage

“Bill from SEO for Small Business Australia has been great. Easy to deal with, flexible with small business budgets, and already achieving great results.”

Lyn Fisher, Moss Furniture

“Extremely impressed with Bill and his team. The work they did was really in-depth & thorough. Within just a few days I was at the top of the second page of Google, and Bill has given me advice to further increase my rankings. I highly recommend them to anyone who needs SEO help.”

Jordy Fabian, Organised Simplicity

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