Eye Concepts, a Sydney eyewear retailer with eye care, grew organic search traffic 522% across a 56-month SEO engagement with Aemorph, from 2,008 monthly organic visits in June 2019 to 12,483 by February 2024. In a tracked 10-month window inside that engagement, from March 2023 to January 2024, top-three keyword rankings grew 292%, from 145 to 568 terms. For a practice group, higher rankings from SEO (search engine optimisation) put each practice in front of the patients searching nearby, where your leads start.
Eye Concepts' Ahrefs-estimated monthly organic visits rose more than sixfold across 56 months.
| Measure | Value | What it measures | Period | Source |
|---|---|---|---|---|
| Traffic growth | +522% | Ahrefs-estimated monthly organic visits, 2,008 to 12,483 | Jun 2019 to Feb 2024 | Ahrefs organic traffic |
| Engagement length | 56 months | Duration of the SEO engagement | Jun 2019 to Feb 2024 | Aemorph case record |
| Top-three keywords | 145 to 568 | Search terms ranking in positions 1 to 3 | Mar 2023 to Jan 2024, 10-month window | Ahrefs organic keywords |
Organic search results, not AI citations. Source: Ahrefs, August 2026.
Written by Kevin Dam, founder of Aemorph, who has practised SEO since 2010 and sits on the Forbes Agency Council. Aemorph is a Google Partner. LinkedIn
The Group's Search Position Before the Engagement
When the engagement began in June 2019, Eye Concepts ranked weakly in search, especially on its location-specific pages; its starting traffic, shown in the table above, is the baseline for every later gain.
Why does an eyewear and eye care retailer need a verified record for every location?
Your patients search for eye care by location first, then by specific service, so each of your practices benefits from its own complete verified record (the single approved set of facts about your business). Rankings also depend on other signals.
What Aemorph Did for Eye Concepts
Aemorph's 56-month SEO engagement with Eye Concepts, from June 2019 to February 2024, started with a content and link-building strategy aimed at the group's location pages, where patients searching nearby find each practice. Across the engagement, Aemorph:
- Set the content and link-building strategy in June 2019.
- Published 24 blog articles over 12 months.
- Ran a link-building campaign every month.
The work brought more qualified traffic to the location pages, the pages that had ranked weakest at the start. If your practices compete on local searches, this is the steady content and link work that moved Eye Concepts.
On any multi-location eyewear and eye care site, Aemorph's method also covers three foundations: one checked record of the group (its practice locations, practitioner credentials and services), a page for each service at each location so a search for a specific service in a specific area has a specific page to match, and health directories and location listings matched to that record.
What does a verified record include for an eyewear and eye care retailer?
For a multi-location group, a verified record includes a distinct entry for every practice address, its practitioner credentials and the eye care services available at that location. Each is structured in a machine-readable format, so a search engine matches a patient's local search to the correct practice.
The Results: Sustained Traffic Growth and a Tracked Keyword Window
By February 2024, Eye Concepts drew 12,483 Ahrefs-estimated organic visits a month, and in a separately tracked 10-month window inside the engagement, its top-three rankings reached 568 terms, putting its practices at the top of Google for far more searches.
| Metric | Before | After | Period | Change | Annualised rate |
|---|---|---|---|---|---|
| Organic traffic (Ahrefs-estimated visits/month) | 2,008 | 12,483 | Jun 2019 to Feb 2024, 56 months | +522% | 48% a year |
| Top 1-3 keyword rankings | 145 | 568 | Mar 2023 to Jan 2024, 10-month window | +292% | 415% a year |
Organic search results, not AI citations. Source: Ahrefs, August 2026. How results are measured
How is the annualised growth figure calculated?
The annualised figure is the end value divided by the start value, raised to the power of twelve divided by the number of months, minus one. For Eye Concepts' 56-month traffic period, it converts the 522% raw increase into 48% a year, lower than the raw figure because the period runs to more than four and a half years. For the 10-month keyword window, the same formula converts the 292% increase into 415% a year. Each figure is the annualised equivalent of two endpoints and does not describe month-by-month growth. Aemorph's engagements run from four months to nearly eight years, so seven of the nine case-study results are annualised this way to compare fairly; the two short-burst results from a low base, EZRA Clinic and HiBye, are not.
What This Result Demonstrates
Eye Concepts' result shows what a regular publishing schedule and monthly link building do for a practice group's location pages over years: a modest annual rate, sustained across 56 months, compounds into the search visibility a group builds its local reach on. The comparison covers two dates, so it does not isolate which part of the work caused the change. The keyword figures describe a separate 10-month window, March 2023 to January 2024, with no earlier keyword baseline behind it. Your next step at this stage is GEO (generative engine optimisation): getting a specific practice and service cited inside the AI chats when a patient asks for eye care by location, not only ranked in a Google results page.
Replicate This Result With Local SEO
Aemorph's local SEO service builds your verified, location-by-location record first, for a clinic or practice group with three or more locations. The same record also underpins broader SEO and GEO.
The result above comes from organic SEO. To get the AI chats stating your facts correctly as well, start with the Showstopper Sensor (Sprint 1), Aemorph's 30-day AI answer sprint. It publishes the answers to your showstopper questions, the buyer questions that stop a purchase when AI answers them badly, as the first part of your Brand Codex, your brand fact sheet: the single source of truth for what AI says about you. Sprint 1 comes with an AI accuracy guarantee.
Buy the Showstopper Sensor (Sprint 1) on its own and it carries the Ground Truth Guarantee: if ChatGPT, Claude, Gemini and Perplexity still miss your approved facts 30 days after your answers go live, you get your Showstopper Sensor fee back in full.
To buy Sprint 1 on its own, you start with the free strategic conversation, and Aemorph quotes each engagement after it; starting points are on the pricing page.
Explore the full set of Aemorph case studies, or book a strategic conversation to discuss a similar result for your practice group.