Comprehensive Case Study
A Full-Scale Digital Transformation
Website Development
The Optical Superstore needed a modern website optimised for both lead generation and appointment bookings while emphasising their Health Fund benefits and offering No or Low Gap options for optical cover. Additionally, the brand wanted to improve its local search visibility and drive foot traffic to individual stores.
Website Development
We developed a user-friendly website with a focus on improving search functionality, user experience, and conversion optimisation:
Customers can search by shape, colour, material, price, and category, simplifying their shopping experience.
Integrated VR functionality allows customers to try on frames using any device, ensuring accurate frame selection before purchasing online or in-store.
The website prominently highlights that The Optical Superstore accepts all Health Fund members with No or Low Gap options strategically placed throughout the site to drive conversions.
Seamless, user-friendly booking functionality ensures customers can easily schedule eye tests and fittings.
Each store had a dedicated, localised landing page featuring specific details such as nearby landmarks, store hours, and contact information. These pages were fully optimised for local search and prominently featured Health Fund benefits.
Website Development
The new website saw increased appointment bookings and enhanced customer engagement, with clear messaging driving more conversions. Localised landing pages significantly improved local search visibility, contributing to higher foot traffic for individual stores.
SEARCH ENGINE OPTIMISATION
The Optical Superstore wanted to increase its local search visibility and improve foot traffic to specific stores while also boosting its national presence. The key was to focus on a localised SEO strategy that would target individual stores and priority locations while addressing technical SEO and link-building opportunities to drive overall growth.
SEARCH ENGINE OPTIMISATION
We implemented a powerful localised SEO strategy designed to boost both local store rankings and the overall visibility of the brand. This targeted approach focused on optimising five specific store locations each month, cycling through all suburb locations over the course of 12 months.
Website Development
We conducted ongoing competitor research to identify local keywords and search phrases specific to each store’s geographical area. This allowed us to target keywords with high relevance and traffic potential, driving localised search traffic.
We updated meta titles, descriptions, and alt tags on the website to improve the searchability of store-specific pages. This helped enhance each location's visibility in local search results.
Using feedback from SEM Rush, we performed technical audits to fix and optimise underlying issues like site speed, crawl errors, and mobile usability. These ongoing improvements helped ensure that the website remained technically sound, further boosting organic rankings.
We worked on the ongoing optimisation of Google My Business listings for each store location. By optimising descriptions, adding photos, and encouraging reviews, we improved each store’s local search presence. This boosted local rankings in Google Maps and increased foot traffic.
Website Development
By focusing on 5 stores per month, we were able to improve their local visibility and rankings steadily. Each store saw a significant increase in local search traffic, with an overall increase in visibility across all store locations over 12 months.
Sun Media’s SEO strategy for The Optical Superstore focuses primarily on local SEO, driving foot traffic and visibility for individual stores. Nationally, we target long-tail, less competitive keywords to capture niche audiences. While local SEO is more effective, it also boosts the national strategy, ensuring broader visibility and reach.
Each month, we focused on 5 priority stores, building links from relevant local directories, community websites, and business partnerships. This included incorporating one licensee per store to highlight local expertise and authority.
Every link-building campaign generated approximately 20 high-quality backlinks, with a total of 140 links built over the course of the year. This consistent approach ensured that each location gained local authority, enhancing its visibility in search results.
In addition to local suburb links, we targeted city-level backlinks for Brisbane and Adelaide to improve their overall presence in these key urban markets.
Website Development
Store-Specific Traffic Increase:
By focusing on 5 stores per month, we were able to improve their local visibility and rankings steadily. Each store saw a significant increase in local search traffic, with an overall increase in visibility across all store locations over 12 months.
Improved Local Rankings:
Through keyword optimisation and Google My Business enhancements, The Optical Superstore experienced a boost in local rankings for search terms like “optical store near me” and “glasses shop in [suburb].
Website Development
Increased Organic Conversions:
Higher local rankings and improved local visibility led to a 30% increase in appointment bookings and in-store visits from organic search over the course of the campaign.
140 High-Quality Backlinks:
The link-building strategy delivered approximately 140 backlinks over 12 months, further enhancing The Optical Superstore’s authority and improving rankings not only for local searches but also for national terms.
Link Building STRATEGY
The localised SEO strategy for The Optical Superstore was carefully designed to enhance the visibility of individual stores while strengthening the brand’s overall digital presence. Through ongoing technical optimisation, meta tag updates, Google My Business enhancements, and a consistent link-building approach, we successfully boosted local traffic, appointment bookings, and overall brand authority.
By focusing on 5 stores per month, the SEO efforts were both scalable and impactful, leading to a measurable increase in local search rankings and conversions. Sun Media’s tailored approach ensured that each store gained the attention and visibility needed to compete in its local market while contributing to the broader success of the brand.
GOOGLE ADS
The Optical Superstore needed to reach key demographics—Health Fund members, Gen Z, and parents—to drive lead generation and online appointment bookings through Google Ads.
GOOGLE ADS
We developed a Google Ads strategy focused on:
Custom audience segments were built around Health Fund members, young adults, and parents, with tailored messaging for each group.
Used to target existing customers with personalised ads, encouraging reorders and repeat visits.
Engaged users who had visited the website but hadn’t completed a booking, reinforcing Health Fund messaging to drive conversions.
Integrated Google Ads with SEO and social media campaigns to create multiple touchpoints, increasing the chances of conversions.
Website Development
The Google Ads campaign resulted in a 40% increase in conversions, particularly from Health Fund members taking advantage of No or Low Gap offers. The segmented approach helped target the right audiences, increasing bookings and revenue growth.
GOOGLE ADS
The Optical Superstore wanted to boost brand awareness, increase engagement from Gen Z and parents, and drive appointment bookings through Facebook and Instagram.
GOOGLE ADS
We executed both organic and paid social media campaigns, focusing on:
Created content centred on Health Fund benefits, eyewear trends for Gen Z, and special offers for kids’ eyewear, helping build engagement and trust with the target audience.
SOCIAL MEDIA CAMPAIGNS
The campaigns drove a 90% increase in Gen Z, and Millennials, significantly improved engagement rates among the younger target demographics. The consistent messaging across social channels reinforced the brand’s position as a trusted, convenient option for Health Fund members.
CONTENT CREATION
Sun Media continues to deliver a dynamic, evolving content creation strategy for The Optical Superstore, ensuring fresh, impactful visuals and messaging across social media, the website, and point-of-sale (POS) displays.
Each month, we create new content that reflects The Optical Superstore’s brand, spotlighting Super Service and Super Savings. This includes an evolving mix of reels, educational posts, and promotional content designed to stay relevant and resonate with their audience.
Our team consistently generates fresh ideas tailored to The Optical Superstore’s audience, including educational series, product highlights, and seasonally themed campaigns. This approach allows us to adapt and plan content that aligns with current trends and customer interests.
Regular shoots are scheduled to maintain a stream of updated content. We manage every detail, from selecting talent that reflects the customer base to coordinating logistics, call sheets, and on-site production. This ensures a consistent quality and brand representation in every piece of content.
Our creative direction adapts to meet current goals and seasonal themes, ensuring each shoot captures visually appealing, relatable content. We emphasize both storytelling and education, targeting a variety of channels to maximize reach.
Each shoot is scheduled to capture engaging reels and educational segments, optimized for social media, web, and POS channels. This keeps The Optical Superstore’s content dynamic and informative, meeting the changing needs of their audience.
We develop detailed schedules for each content cycle, ensuring efficient production that aligns with The Optical Superstore’s social media, website, and POS needs. This ongoing process guarantees high-quality, impactful content that consistently engages and builds brand visibility.
Sun Media’s continuous efforts help The Optical Superstore stay connected with their audience, ensuring fresh, relevant content that reinforces their brand and builds lasting customer engagement.
Through a carefully crafted digital transformation strategy, Sun Media helped The Optical Superstore achieve significant growth in lead generation, appointment bookings, and local search visibility. By combining a strong SEO foundation, Google Ads, and social media efforts, we drove both online traffic and in-store visits while consistently highlighting the brand’s No or Low Gap Health Fund benefits.
30% increase in appointment bookings through localised SEO and enhanced Google My Business listings.
40% increase in conversions through targeted Google Ads campaigns, especially among Health Fund members.
Significant growth in local traffic to individual stores thanks to unique, optimised location-specific landing pages.
Higher engagement and brand awareness among Gen Z and parents through effective social media campaigns.
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