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solocal > Case Studies > How Optical Discount boosted annual organic traffic by 20% with BRIDGE
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How Optical Discount boosted annual organic traffic by 20% with BRIDGE

Technology Category
  • Analytics & Modeling - Real Time Analytics
  • Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
  • Retail
Applicable Functions
  • Sales & Marketing
Use Cases
  • Search & Rescue
  • Supply Chain Visibility
Services
  • Software Design & Engineering Services
The Challenge
Optical Discount, a leading discount glasses provider in the French optical market, was struggling to create a strong organic online presence. They needed to optimize the online visibility of their stores, including ranking high within local search results on Google. They also wanted to strengthen their positioning on searches for “designer sunglasses at low prices”. The challenge was to make it easy for customers to find the brand online and to ensure that their store information was consistently accurate and up to date.
About The Customer
Optical Discount is a leading provider of discount glasses in the French optical market. The company was founded in 1995 and has since grown to include 127 stores, including 3 brand-owned locations and 124 franchisees. These stores are located in mainland France, Morocco, Belgium, Israel, and the Ivory Coast. The company offers a wide range of brands at affordable prices, leading the way for discount glasses within the French optical market. The group's distribution network is composed of both owned and franchised stores.
The Solution
As part of their digital transformation, Optical Discount implemented BRIDGE in 2013. They leveraged Online Listings to sync their location data within online directories, including Google My Business, which is one of the most important listing providers for their brand. The automatic updating of data allows their store information to be consistently accurate and up to date. The BRIDGE Store Locator widget is displayed on the company’s homepage, allowing users to easily find the nearest location. Alternatively, they can use the ‘Find an Optician’ page to search for a location near their city or postcode and narrow search results through filters. Each Optical Discount location has its own Local Page that is SEO optimized. By optimizing these pages, users that are searching online for an optician will see the pages displayed in the search results, even if they do not include Optical Discount in the search query.
Operational Impact
  • The BRIDGE Store Locator allowed Optical Discount to strengthen their digital transformation by giving each of their stores better online visibility and a better position among local search results on Google.
  • The stores are motivated to keep their local data up to date and have been encouraged by their appearance on Google My Business.
  • The franchisees regularly send their local data updates, they have seen an increase of footfall since the diffusion of data on Google My Business.
Quantitative Benefit
  • 12 times more organic traffic generated from SEO
  • 57% of visits come from organic search
  • €325K annual revenue attributable to SEO

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