Optical retail is noisy on Maps. Independents lose when the listing looks like a sunglasses shop. This is the setup that affects Fort Worth and Dallas exam searches — in the order that usually matters.
Category and exam services
Optometrist (or the accurate primary). Services for comprehensive exams, contacts, and specialties you offer. If the listing looks like retail only, exam search goes elsewhere.
Hours and photos
Saturday hours that are wrong lose the weekend exam. Photos of lanes and the optical (with permission) beat stock eyes.
Insurance without bait
Name networks you accept. Do not list every carrier in Texas to rank. Angry check-in is not a traffic win.
Reviews
Ask after exams. Text that mentions the visit or a specialty helps more than “great store.”