Search exam record
ExampleChief complaint
"We are busy, but the new patients are mostly older and mostly referred. We used to get a steady run of young families and contact lens wearers, and those have thinned out since the chain-branded optical opened on the bypass in 2024." The practice has two optometrists, an optical with about 900 frames, and takes the two large vision plans plus Medicare and the regional medical plans. It offers dry eye evaluation and has one doctor fitting a daily disposable lens for myopia control in children, which is not on the website.
History
Google Business Profile claimed in 2019, verified, 47 reviews, 4.7 average, last review 11 weeks ago. Primary category Optometrist, no secondary categories, no services listed, no doctor profiles, two photos (both of the sign). Website built in 2021 on a page builder: home, about, "services" (one page, four paragraphs), insurance (a logo strip), contact. No page for contact lens exams, children's exams, dry eye or myopia management. Booking is by phone; the site's "Book now" button opens an email form. Plan directories list the practice under its old name from before the 2022 rename.
Visual acuity by search
Each line is a search a Fenwick patient uses. "Map" is the practice's position in the map pack, "Web" its position in the organic web results, as seen from Fenwick on a phone on October 22, 2026. 20/20 is first on the map. Past 20/30 is outside the top three. 20/200 means Google found nothing to match.
| Search | Map | Web | Who is above you | Acuity |
|---|---|---|---|---|
| fenwick family eye care | 1st | 1st | Nobody. Patients who know the name find you. | 20/20 |
| eye doctor fenwick tx | 3rd | 5th | Map: the practice on Main Street (118 reviews) and the hospital system's clinic. Web: Yelp, the hospital, the Main Street practice, a chain-branded optical's location page. | 20/30 |
| optometrist fenwick tx | 3rd | 4th | Map: the same two. Web: Yelp, the Main Street practice, the hospital. | 20/30 |
| eye exam near me (from Fenwick) | Not on map | 9th | Map: the chain-branded optical, the Main Street practice, the hospital. Web: the chain's exam page, the Main Street practice, Yelp, a vision plan's directory page. | 20/70 |
| eye doctor that takes [plan] fenwick | Not on map | 12th | Map: the Main Street practice and a practice in the next county. Web: the plan's own directory (under your old name), the Main Street practice's insurance page. | 20/100 |
| contact lens exam fenwick tx | Not on map | Not found | Map: the chain-branded optical, the Main Street practice. Web: the chain's contact lens page, an online contact lens seller, Yelp. | 20/200 |
| kids eye doctor fenwick | Not on map | Not found | Map: the hospital system's pediatric clinic, the Main Street practice. Web: the hospital, a parenting directory, the Main Street practice. | 20/200 |
| dry eye treatment fenwick tx | Not on map | Not found | Map: an ophthalmology practice 40 miles away, the Main Street practice. Web: a drug maker's dry eye finder, the ophthalmology practice, a health publisher. | 20/200 |
| glasses fenwick tx | 2nd | 7th | Map: the chain-branded optical. Web: the chain, an online eyewear seller, Yelp, the Main Street practice. | 20/40 |
| walk in eye exam near me (from Fenwick) | Not on map | Not found | Map: the chain-branded optical and a big-box store's vision center. Web: the chain, the big-box store, an urgent care. | 20/200 |
Example record. "[plan]" stands for the name of a vision plan, which patients type in full. In a real check, positions are read from a phone and a desktop in the practice's own town, and "Who is above you" names the actual businesses to the practice owner, and to nobody else.
Findings: Google Business Profile
- Primary category is Optometrist and there are no secondary categories. "Eye care center" and "Optician" are not set, so nothing on the profile tells Google the practice sells glasses.
- No services listed. Google lets a profile list each service by name; the profile currently says nothing about contact lens exams, children's exams, dry eye or myopia management, which is why those four searches read 20/200.
- No practitioner profiles. Google's guidelines allow a separate profile for each doctor who sees patients, titled with the doctor's own name. Two doctors, zero profiles. The Main Street practice has one for each of its three.
- Two photos, both of the sign. On Zocdoc's 2024 eye care bookings, providers with at least one office photo were booked 3.9 times as often as those with none. A profile with real photos of the exam lanes and the optical also gives a patient a reason to pick it over a listing with a sign.
- Hours say "Open 24 hours" on Saturday. The door says closed. A patient who drives over on a Saturday morning writes the review you least want.
- 47 reviews at 4.7, with 31 of them dated 2021 or earlier. Eleven weeks since the last one. The Main Street practice gained 26 reviews in the last six months. On Zocdoc's 2024 eye care data, providers with 10 to 29 reviews were booked about three times as often as those with 1 to 9.
- Two reviews mention a specific doctor and a specific condition. The practice's replies thank them by name and repeat the condition. Those replies confirm the reviewer is a patient and describe their care, which is the pattern the HHS Office for Civil Rights settled over in 2023. Delete the replies' clinical details and reply generically.
- Booking button goes to a generic contact form. Google supports a booking link; a scheduling tool that does not require a login would let the "Book" action on the profile work.
Findings: website
- One "services" page carries every service in four paragraphs. Google has one page to match against eight different searches, and it matches none of them well.
- The home page title tag is "Home". The title should say what the practice is and where: "Fenwick Family Eye Care, optometrists in Fenwick, Texas".
- The insurance page is a strip of logos with no text. It cannot rank for "eye doctor that takes [plan] fenwick" because the plan names are inside images. The practice's name in the two plan directories is still the pre-2022 name, so the directory, the profile and the website disagree about who you are.
- The myopia control service the practice actually offers is not mentioned anywhere on the site. The doctor fits an FDA-approved daily disposable lens for children aged 8 to 12; the page that describes it has to say exactly that and nothing about outcomes, and a licensed optometrist at the practice has to approve it before it goes live.
- Mobile load time is 6.8 seconds on a mid-range phone over cellular, because the home page carries a 4 MB hero video. Sixty percent of eye care bookings on Zocdoc in 2024 were made on a phone; a page that takes seven seconds loses them.
- The appointment request form posts to a third-party form service with an analytics pixel on the thank-you page. If the practice is a HIPAA covered entity (it bills vision and medical plans electronically, so it is), that page collects health-related requests, and the pixel should come off before anything else is done to the site. The HHS guidance on tracking technologies was partly vacated by a federal court in June 2024, and HHS says it is evaluating its next steps; the Privacy Rule's limits on sharing identifiable information with a vendor still apply.
- No prescription release language conflicts with the FTC's Eyeglass Rule or Contact Lens Rule, which is good. The site also says nothing about them, which is a missed page: a short, plain explanation of how prescription release works answers a question patients have and a question the chains' pages do not.
Assessment
- Strong on the practice's own name, and holding the third map slot on the two generic searches on the strength of 47 reviews and a long-verified profile. That is a position to build from.
- Invisible for every service search a younger or newer patient uses: contact lenses, children, dry eye, walk-in. Each of those is a page and a profile service that does not exist yet, which is a fixable cause.
- Losing the "glasses" and "contact lens" searches to the chain-branded optical, whose location page is built for exactly those words, and to online sellers. The practice cannot outspend them on ads and does not need to: the map pack for "contact lens exam" had only two rated listings.
- Out of step with the plan directories (old name), which costs the practice the search that matters most to insured patients.
- Two review replies and one tracking pixel are compliance problems, and they come first.
Plan: the first 90 days
Days 1 to 30
- Remove the analytics pixel from the appointment flow. Edit the two review replies.
- Business Profile: add Eye care center and Optician as secondary categories; list every service by name; fix Saturday hours; add 12 photos of the office, exam lanes and optical taken by the practice with no patients in frame; add a booking link; write the 750-character description.
- Create the two doctor profiles in the form Google's guidelines require.
- Correct the practice name in both plan directories and confirm the address, phone and hours match the profile character for character.
- Rewrite every page title and heading.
Days 31 to 90
- Publish six pages, each reviewed by Dr. Vega or Dr. Lindqvist before it goes live: comprehensive eye exams, contact lens exams and fittings, children's eye exams, dry eye evaluation, myopia management, and glasses and the optical. Then an insurance page in plain text.
- Replace the hero video with a photo; get the mobile load under three seconds.
- Start the review routine: the front desk asks every patient the same way after the visit, by text or email the next day, with no incentive. If texts go through a vendor, confirm patient consent and that the vendor signs a BAA. Replies from a template that never confirms anyone is a patient.
- Add a page on prescription release that says what the Eyeglass Rule and Contact Lens Rule require, in plain language.
- First monthly report at day 30; by day 90, expect the profile changes to be visible and the new pages to be crawled and starting to rank, with the competitive searches (eye doctor, contact lens exam) still moving.
Not treated
No Google Ads or Local Services Ads (the practice may want them later; it should know that "Optometrist" is an eligible Local Services Ads category with the Google Verified badge, that booking leads are not available for health care categories, and that we do not run them). No social media. No redesign of the website beyond the pages above. No patient records, no access to the appointment system, no promotional offer, because a "free exam" promotion in Texas has to say what the exam includes and what costs extra, and this practice does not need one to win the searches above.
Follow-up
A written quote for one flat monthly fee, with the plan above as the first 90 days. No percentage of revenue, no per-patient or per-lead fee, 30 days' notice to stop. If the practice does nothing with this report, it still has the list.
Example report. Fenwick, Texas, Fenwick Family Eye Care, Dr. Vega, Dr. Lindqvist, the Main Street practice and every figure above are invented to show the format. Nothing here describes a real practice, a client, or a result. Sources for the external figures: Zocdoc, "What eye care patients wanted in 2024"; Google Business Profile guidelines (answer 3038177) and local ranking help (answer 7091); HHS Office for Civil Rights, Manasa Health Center resolution agreement, June 5, 2023; HHS, "Use of online tracking technologies" guidance page; Google Local Services Ads eligibility page; 16 CFR Parts 456 and 315; Texas Optometry Board 2024 newsletter.