eye. Optometry is a local optometry clinic on Fraser Highway in Surrey-Cloverdale, proudly serving the community for over 10 years. The clinic specializes in dry eye treatment and comprehensive eye exams for all ages, and offers a curated selection of eyeglasses, sunglasses and contact lenses, with direct billing to most insurance providers.
Surrey is one of the most competitive markets for eye care in the Lower Mainland. Medimap alone lists 113 optometry providers in Surrey, and every one of them is competing for the same searches.
Over the years, eye. Optometry had built a strong position in its community: a loyal patient base, and search traffic that came mostly from people looking for the clinic by name. That loyalty is a real strength, but it also meant the clinic's online presence was mainly reaching people who already knew it.
To grow, eye. Optometry needed to reach people who hadn't discovered the clinic yet. The obvious route, ranking for searches like "optometrist in Surrey" or "eye doctor near me," is also the most crowded one, where local clinics compete with dozens of providers, directories and larger chains for the same few spots.
The challenge was finding a way to reach new audiences without fighting for the same handful of searches as everyone else. To do that, we first needed to understand how potential patients were really searching, and where the opportunities were.
We started by mapping how people in Surrey and Cloverdale searched for eye care, and what their journey looked like before choosing a clinic. Combining a review of the local competitive landscape with keyword research and the clinic's own Search Console data, a clear pattern emerged: many people weren't searching for an optometrist at all. They were searching for the problems they were facing, like burning eyes, an eye infection, or which lenses to buy.
That insight shaped the strategy. We built an eye-health resource hub that answered those questions with clear, trustworthy information, giving people the context they needed and introducing them to eye. Optometry along the way. Each article was structured to rank in traditional search and to be easy for Google's AI to understand and cite. We also refined the site's titles and metadata so that key brand pages, like the homepage and the team page, could turn that new visibility into clicks.
Comparing June to August 2025 with the same period in 2026, organic clicks grew from 591 to 1,528 (+159%) and impressions from 117,879 to 290,371 (+146%), while the site's average position improved from 34.9 to 10.8.
Most importantly, the growth came from people who didn't know the clinic yet. Non-branded search clicks rose from 125 to 555 (+344%), while clicks from people searching the clinic's name held steady. In Google Analytics, organic sessions more than doubled, from 319 in August 2025 to 662 in August 2026 (+108%), with active users up 126%.
The resource hub became the engine of that growth. The burning eyes article alone generated over 800,000 impressions and 1,600 clicks between June 2025 and August 2026, and was the site's top organic landing page in most months of 2026. Because these were question-driven searches, they were also where Google increasingly shows AI-generated answers, which made the resource hub eye. Optometry's gateway to AI search. Google AI Overview impressions grew from 13,638 in June 2026 to 25,813 in July (+89%) and held at 25,692 in August, with the burning eyes article accounting for 82% of all AI Overview visibility. Since citation tracking began in late July 2026, the clinic's content was cited 82 times in AI answers in August alone.
As new visitors discovered the clinic, its brand pages performed better too. Year over year, the homepage's click-through rate more than doubled (0.55% to 1.33%), and the team page moved from position 16.6 to 8.2.
Source: Google Search Console and Google Analytics 4, June to August 2025 vs. June to August 2026 unless noted. Non-branded figures based on query-level data. AI Overview impressions from May 18 to August 31, 2026.
eye. Optometry already had a strong reputation in Cloverdale. The goal was to carry that reach further, to people who hadn't discovered the clinic yet. Instead of competing for the same crowded searches as every other clinic in Surrey, Rely Digital focused on what potential patients were actually searching for: answers to the eye problems they were facing. That approach more than quadrupled non-branded search clicks, doubled organic sessions, and earned the clinic a growing presence in Google's AI Overviews, bringing eye. Optometry to new audiences at the moment they needed eye care.
Dr. Priya Vohora
owner & optometrist
We have seen a significant surge in new patient inquiries over the past week. The marked increase in phone volume has allowed us to quickly fill our schedule and expand our patient base.
