Free SEO Audit for Opticians
Opticians compete against chains with large budgets and against online retailers with better technical setups. What independents can win is local intent: eye tests, specific lens types, children’s and NHS services in a named area. Those pages usually do not exist, or exist without the markup that makes them eligible. The audit shows which.
Why opticians struggle with SEO
Eye test booking is handled by a third-party platform on another domain, so the highest-intent step leaves your site entirely.
Frame brand pages duplicate manufacturer copy and offer nothing a search engine would prefer over the brand’s own page.
Opening hours and multiple branch locations are not marked up, so store details do not appear correctly in local results.
What we typically find on opticians sites
- No LocalBusiness or Optician schema with hours and branch data
- Booking journey redirecting off-domain immediately with no landing page
- Brand pages with manufacturer copy and no local stock or fitting information
- Service pages (eye tests, contact lenses, dry eye) merged into one
- Branch pages sharing identical text apart from the address
How we check this
Nothing on this page is estimated. When you submit a URL the audit engine fetches the live page and runs the same probes on every site — the list above is simply the subset that fails most often on opticians sites.
- Server-side HTML fetch: title, meta description, headings, canonical, hreflang, robots directives and internal links are parsed from the response body.
- Google PageSpeed Insights: Core Web Vitals (LCP, CLS, INP) and the mobile render, pulled from the free public API.
- Structured data: every JSON-LD, microdata and RDFa block is parsed and checked for the types this industry needs.
- Crawlability: robots.txt rules, sitemap presence and reachability, HTTPS and certificate validity, and a sampled internal-link check for 404s.