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The Client:

Founded in 2010, Jimmy Fairly is a French optician and eyewear brand expanding rapidly into the UK and European markets. With 80+ stores, the brand offers eye tests and style advice, alongside an e-commerce website that features a virtual try-on experience. Known for blending style, quality, and sustainability, Jimmy Fairly has cultivated a substantial social media following. The company also demonstrates its commitment to social responsibility by financing a pair of reading glasses for every pair purchased, in partnership with Restoring Vision.

what we did?

When Maksol Technologies partnered with Jimmy Fairly in 2023, we conducted an in-depth organic audit to identify immediate opportunities. While local SEO was the priority—crucial for driving footfall to London locations—we also saw clear prospects for increasing e-commerce revenue. Our SEO strategy was anchored by four key recommendations:

Local SEO Strategy – We developed a robust plan to support new store openings, focusing on business listings, store pages, and location-specific content.

On-Page Optimization – We optimized key page templates, ensuring crucial products, categories, and store pages adhered to best practices for maximum visibility.

By implementing these high-impact recommendations, we aimed to improve organic performance, elevate in-store bookings, and capture more online revenue opportunities.

Internal Linking Improvements – We improved link flow to boost page authority for important URLs, helping search engines understand site hierarchy and priority pages.

Page Speed & Core Web Vitals – We worked closely with the UK and French teams to enhance site performance, which positively impacted both user experience and organic rankings.

the challenge:

Already well-established in France with 80 stores, Jimmy Fairly was entering the UK market for the first time, opening several London locations. Competing against well-known high-street opticians, they needed to boost organic visibility in the UK to generate more in-store eye test bookings. As a new entrant to the market, the Jimmy Fairly domain faced stiff competition from established retailers, making local SEO efforts vital. The main objectives were twofold:

  1. Grow organic visibility in the UK.
  2. Increase the number of in-store eye test bookings across new London stores.

The Results:

47% Increase in Organic E-Commerce Revenue (YoY)

Indicative of stronger visibility and improved user experience.

114% Increase in Total Non-Branded UK Ranking

Demonstrates expanded organic reach and relevance.

101% Increase in UK Eye Test Bookings

Validates the success of our local SEO and store-focused strategy.

76% Increase in UK Page One Keyword Rankings

Strengthens domain authority and visibility in highly competitive search engine results.

91% Increase in Organic Traffic YoY

Reflects the effectiveness of our holistic SEO approach, boosting both brand awareness and conversions

status slider:

increase in UK eye test bookings
101%
increase in UK page one keyword rankings
76%
increase in organic traffic (YoY)
91%