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.
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:
- Grow organic visibility in the UK.
- Increase the number of in-store eye test bookings across new London stores.
The Results: