SEO for opticians, between a shop and a clinic.
An optician is two businesses wearing one sign. The clinical side is eye tests, conditions and referrals. The retail side is frames, lenses and price, and the people searching for each want completely different pages.
The thing that links them commercially is the PRSI treatment benefit, which entitles a great many people to a free eye test and which most of them do not know they have.
The PRSI entitlement is the best entry point you have
A large share of the working and retired population is entitled to a free eye test under PRSI treatment benefit. It is searched, it is misunderstood, and it is explained badly almost everywhere.
A page that sets out who qualifies, what it covers and how to check is genuinely useful, ranks well because so little good content exists, and brings in people who had been putting off an appointment on cost grounds.
Clinical and retail need separate pages
Somebody searching 'dry eye treatment' and somebody searching 'cheap glasses Dublin' are not the same customer and should not land on the same page.
Clinical content builds authority and brings in the higher-value appointments. Retail content competes on price and range with chains that will outspend you. Both are worth having; blending them serves neither.
Eye test and PRSI entitlement
The highest-volume, most misunderstood search in the category.
Conditions and symptoms
Dry eye, floaters, glaucoma screening, diabetic retinopathy. Clinical intent, higher value.
Frames, lenses and price
Retail intent. Comparison-driven and competing with chains.
Children's eyecare
Searched by parents specifically and rarely written for.
Contact lens aftercare
Recurring revenue, and the searches are practical rather than price-led.
An older audience searches differently
The demographic weight in this category skews older than most, which means more search and less social, more reading before deciding, and considerably less tolerance for a slow or confusing website.
Practical clarity — where you are, when you are open, what a test costs, how to book — matters more here than design does.
What it costs
SEO is included in the €1,500 a month alongside the advertising, the social and the lead follow-up. There is no separate SEO fee, no setup fee and no contract beyond the month you are in.
Questions from opticians
The PRSI eye test entitlement. It is heavily searched, widely misunderstood and explained badly almost everywhere, and it brings in people who were delaying on cost.
No. Somebody searching dry eye treatment and somebody searching cheap glasses are different customers with different value.
Yes. More search than social, more reading before deciding, and far less patience with a slow site.
No, and nobody honest does. We report enquiries and what they cost, with rankings as a diagnostic rather than the deliverable.
SEO is included in the €1,500 a month alongside everything else. There is no separate SEO fee and no setup fee.