[Marketing] Search Engine Optimization: What Really Matters

Claire Laurie is the Team Lead of SEO at Marketing4ECPs, a company that specializes in developing and executing digital marketing strategies for eye care professionals. Over the past four years, Claire has helped numerous practices increase their online visibility and attract more patients, contributing to the company's impressive reputation in the optometry marketing space. She combines creativity with data-driven insights from her background in content creation, focusing on making SEO accessible and effective for local businesses.In this episode…Most business owners know they should be doing something about SEO, but what does that actually mean in practice? Is it about keywords, website speed, or just showing up on Google’s front page? For many optometrists, it’s a confusing blend of tech jargon and shifting algorithms that feels hard to pin down. So what really matters when it comes to search engine optimization?According to Claire Laurie, a data-driven strategist and SEO expert, success begins with clarity and consistency. She explains that SEO isn’t about quick wins — it’s about building authority over time through well-structured content, accurate listings, and a seamless user experience. Claire compares it to maintaining a digital storefront: if your website is buried on the third page of Google, it’s like having a beautiful shop hidden deep in the woods. Her advice is simple but powerful — optimize your pages for each service, claim your Google Business Profile, and make sure your site works beautifully on mobile. When you treat SEO as an investment instead of an expense, the payoff is visibility, credibility, and real-world patient growth.In this episode of the Cleinman Connect Podcast, Kim Carson is joined by Claire Laurie, Team Lead of SEO at Marketing4ECPs, to discuss how optometrists can strengthen their online presence through smart, sustainable SEO practices. They talk about why SEO is a long-term strategy, how to balance on-page and off-page optimization, and what makes a website truly user-friendly. Claire also shares advice on when to bring in an SEO expert and how to know if your efforts are actually working.

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