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

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