--- title: "Eye Concepts Case Study: 522% Organic Growth | Aemorph" url: https://aemorph.com/en-au/case-studies/eye-concepts/ description: "Optometrist SEO case study: Eye Concepts, a Sydney eyewear and eye care retailer, grew organic traffic 522% in 56 months, with top-three keywords up 292%." schema_type: Article publisher: Aemorph publisher_entity: https://aemorph.com/entitymap.json#org_aemorph language: en-AU updated: 2026-10-25 --- Case studies # Eye Concepts Case Study: 522% Organic Traffic Growth Across 56 Months **Eye Concepts, a Sydney eyewear retailer with eye care, grew its organic search traffic 522% over a 56-month SEO engagement with Aemorph: Ahrefs-estimated monthly organic visits climbed from 2,008 in June 2019 to 12,483 by February 2024.** Inside that engagement, a separately tracked 10-month window from March 2023 to January 2024 saw top-three keyword rankings grow 292%, from 145 to 568 terms. These figures describe the website-wide organic visibility [SEO](https://aemorph.com/en-au/glossary/#seo-search-engine-optimisation) (search engine optimisation) builds for an Australian practice group; they do not measure rankings for each practice. Monthly organic visits grew more than sixfold in 56 months. Eye Concepts organic results: traffic Jun 2019 to Feb 2024; keywords Mar 2023 to Jan 2024. Source: Ahrefs organic traffic and keyword data, verified 23 August 2026 | Measure | Value | What it measures | Period | Source | | --- | --- | --- | --- | --- | | Traffic growth | +522% | Monthly organic visits estimated by Ahrefs, from 2,008 to 12,483 | Jun 2019 to Feb 2024 | Ahrefs organic traffic | | Engagement length | 56 months | How long the SEO engagement ran | Jun 2019 to Feb 2024 | Aemorph case record | | Top-three keywords | 145 to 568 | Search terms ranking in positions 1 to 3 on Google | Mar 2023 to Jan 2024, 10-month window | Ahrefs organic keywords | *Source: Ahrefs, August 2026. Organic search results, not AI citations.* [Book a strategic conversation](https://aemorph.com/en-au/contact/) Written by [Kevin Dam](https://aemorph.com/en-au/about/), founder of Aemorph, who has practised SEO since 2010 and sits on the [Forbes Agency Council](https://councils.forbes.com/profile/Kevin-Dam-Global-Search-Architect-%7C-SEO-GEO-AEO-IMO-LLM-Visibility-Aemorph/4c8c7a38-1285-470d-8ea8-e517a310a00b). Aemorph is a [Google Partner](https://www.google.com/partners/agency?id=4441861842). [LinkedIn](https://www.linkedin.com/in/kevindam) ## The Group's Search Position in Australia Before the Engagement **The traffic baseline was 2,008 Ahrefs-estimated monthly organic visits in June 2019, when the engagement started; the separately tracked keyword baseline was 145 top-three rankings in March 2023.** ### Why does an Australian eyewear and eye care retailer need a verified record for every location? **Each practice's verified record identifies its location and services, giving location-specific and service-specific searches in Australia a relevant page to match.** A [verified record](https://aemorph.com/en-au/glossary/#verified-record) is the approved set of facts your business supplies about itself. ## Australian Eye Care Searches Run Through Google, Bing and AI Overviews **Australian search runs mostly through Google, with Bing second, and Google now shows AI answers above many results, so a practice group's location pages compete in more than one place.** Google held 87.9% of search engine market share in Australia in September 2026 (StatCounter). | Measure | Figure | Market and date | Source | | --- | --- | --- | --- | | Google and Bing share of search engine market | 87.9% and 9.17% | Australia, September 2026 | StatCounter | | Google AI Overviews and AI Mode | AI Overviews Australia-wide; AI Mode rolling out in English | Australia, 29 October 2024 and 8 October 2025 | Google | | Monthly searches for "eye concepts" and "optometry seo" | 450 and 70 | Australia, October 2026 | Ahrefs Keywords Explorer | *Sources: StatCounter Global Stats, Australia, September 2026; Google Australia, "Introducing AI Overviews in Australia", 29 October 2024; Google, "AI Mode in Australia", 8 October 2025; Ahrefs Keywords Explorer, Australia, 24 October 2026.* More Australian figures are on the [AI search statistics for Australia](https://aemorph.com/en-au/statistics/ai-search-statistics-australia/) page. ## What Aemorph Did for Eye Concepts in Australia **Aemorph's SEO engagement with Eye Concepts ran for 56 months, June 2019 to February 2024, and opened with a content and link-building strategy.** Over the engagement, Aemorph: 1. **Set** the content and link-building strategy in June 2019. 2. **Published** 24 blog articles across 12 months. 3. **Ran** a link-building campaign every month. Across the engagement, Ahrefs-estimated sitewide monthly organic traffic rose from 2,008 to 12,483. For any multi-location eyewear and eye care site, Aemorph's method adds three foundations: one checked record of the group, covering its practice locations, practitioner credentials and services; a page for each service at each location, so a search for a particular service in a particular area has a particular page to match; and health directories and location listings aligned with that record. Aemorph's general method for multi-location practice groups; Eye Concepts result, Jun 2019 to Feb 2024 ### What does a verified record include for an Australian eyewear and eye care retailer? **For an Australian group with several practices, a verified record holds a separate entry for each practice address, the credentials of its practitioners and the eye care services offered there.** Each entry is structured in a machine-readable format, so a search engine matches a local search to the right practice. ## The Results: Sustained Australian 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, placing its practices at the top of Google for far more searches.** Eye Concepts. Traffic Jun 2019 to Feb 2024 (56 months); keywords Mar 2023 to Jan 2024 (10 months). Source: Ahrefs organic traffic and keyword data, verified 23 August 2026 | 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 | *Source: Ahrefs, August 2026. Organic search results, not AI citations. [How results are measured](https://aemorph.com/en-au/case-studies/#every-case-study-australian-clients-first-records-visits-before-after-and-over-time)* ### How is the annualised growth figure calculated? **Aemorph calculates the annualised figure as the end value divided by the start value, raised to the power of twelve divided by the number of months, minus one.** Over Eye Concepts' 56-month traffic period, that turns the raw 522% increase into 48% a year, a lower number because the period runs past four and a half years. Over the 10-month keyword window, the same formula turns 292% into 415% a year. Each figure is the annualised equivalent of two endpoints, not a description of month-by-month growth. Aemorph annualises its longer engagements this way so results of different lengths compare fairly. ### Does Google's AI Overview cite Eye Concepts for Australian searches? **Yes: an Ahrefs snapshot from June 2026 shows Google AI Overviews citing Eye Concepts on 226 Australian search terms with 63,430 combined monthly searches.** These are Google AI Overview (AEO) citations, not AI chat citations, recorded after the engagement ended. | Client | Australian search terms citing the client in Google AI Overviews | Combined monthly searches | Largest terms | | --- | --- | --- | --- | | Eye Concepts | 226 | 63,430 | "myopia" 8,200; "eye twitching" 5,100; "eye infection" 4,300 | *Source: Ahrefs organic keywords, Australia, June 2026 (keyword dates 23 May to 30 June 2026).* ## What This Result Demonstrates for Australian Practice Groups **Eye Concepts' sitewide organic traffic grew 522% across 56 months, equivalent to 48% a year annualised, during an engagement that included regular publishing and monthly link building.** These endpoint figures do not isolate the contribution of each activity or establish a steady growth path. The keyword figures cover their own 10-month window, March 2023 to January 2024, with no earlier keyword baseline behind them. Today, Aemorph's [LLM Influencer System](https://aemorph.com/en-au/llm-influencer-system/) runs SEO, AEO and [GEO](https://aemorph.com/en-au/glossary/#geo-generative-engine-optimisation) (generative engine optimisation) together, structuring the same pages for search rankings, Google's AI answers and citation inside ChatGPT, Claude, Gemini and Perplexity. ## Australian Optometry Advertising Stays the Practice's Own Obligation **Health practitioners in Australia advertise under the National Law and Ahpra's advertising guidelines, so as the advertiser your practice holds those obligations, and Aemorph checks the claims it writes and gets your sign-off before publication.** Aemorph checks health claims against PubMed, professional associations and government health authorities, and your nominated point of contact signs off every regulated claim before publication. Aemorph is not a law firm. The [Ahpra and TGA advertising rules guide](https://aemorph.com/en-au/guides/ahpra-tga-advertising-rules/) sets out what the rules cover. *General guidance, not legal advice.* ## Replicate This Result With Local SEO in Australia **Aemorph's [local SEO service](https://aemorph.com/en-au/services/local-seo/) starts by building your verified, location-by-location record, for an Australian practice group or healthcare provider with three or more locations.** That record also supports [broader SEO](https://aemorph.com/en-au/services/seo/) and [GEO](https://aemorph.com/en-au/services/geo/). Aemorph is headquartered in Singapore, has no office in Australia and serves Australian clients in Australian business hours. This is an organic SEO result. If you also want the AI chats to state your facts correctly, the [Showstopper Sensor](https://aemorph.com/en-au/services/30-day-showstopper-sensor-sprint/) (Sprint 1) is a 30-day showstopper-answer sprint for ChatGPT, Claude, Gemini and Perplexity. Bought on its own, it publishes the answers to your [showstopper questions](https://aemorph.com/en-au/glossary/#showstopper-questions) as the first part of your [Brand Codex](https://aemorph.com/en-au/services/brand-codex/), your brand fact sheet. On the enterprise route it runs inside Attain or Apex, after the audit and the Influencer Blueprint. **The Ground Truth Guarantee: within 30 days of publishing, ChatGPT, Claude, Gemini and Perplexity answer your showstopper questions with the facts in your Brand Codex. If they do not, Aemorph refunds 100% of your Sprint 1 fee and keeps working on the answers for a further 60 days, 90 days in total.** *Terms: the Ground Truth Guarantee covers Sprint 1 bought on its own; Sprint 1 inside a monthly package carries no refund; it does not cover Sprint 2 ([Entity Hardening](https://aemorph.com/en-au/glossary/#entity-hardening-sprint-2)), search rankings or Google AI Overviews. [Full terms](https://aemorph.com/en-au/pricing/#the-ground-truth-guarantee)* Aemorph quotes each engagement after the free strategic conversation, in Australian dollars; starting points are on the [pricing page](https://aemorph.com/en-au/pricing/). Read the other [Aemorph case studies](https://aemorph.com/en-au/case-studies/), or [book a strategic conversation](https://aemorph.com/en-au/contact/) about your practice group. [Start with the Showstopper Sensor](https://aemorph.com/en-au/services/30-day-showstopper-sensor-sprint/) THE STRATEGIC CONVERSATION ## Start with a free *strategic conversation*. Every Aemorph engagement starts with a free strategic conversation. It is the fastest way to see whether Aemorph fits your business before you commit budget. [Book a strategic conversation →](https://aemorph.com/en-au/contact/) STARTING POINT Free You talk through your goals with Aemorph, and Aemorph quotes your engagement after the conversation.