Optical retail is noisy on Maps. Independents still win comparisons when they look like a clinic someone can book today. Here is the practical version.
Category and exam services
Optometrist (or the accurate primary). Services for comprehensive exams, contacts, and specialties you offer. If the listing looks like a sunglasses shop 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.
Reviews
Mention of the exam, wait time, or a specialty helps the next patient. “Great store” sounds like retail only.
After the tap
Online scheduling widgets cannot hide the exam page or break the phone layout. Technical SEO is part of Maps conversion.