Client Overview
IOT Lenses is a global leader in ophthalmic lens design and optical technology, headquartered in Madrid, Spain. Specializing in advanced freeform lens designs and digital surfacing solutions, IOT partners with independent optical labs and eye care professionals in over 70 countries. Rather than manufacturing lenses, IOT pioneers breakthrough lens design technologies—trusted by the industry for their scientific rigor, innovation, and clinical precision.
The Challenge
When IOT Lenses first partnered with us, their site was struggling to appear in search results (outside of branded queries), despite being a global leader in ophthalmic lens design. Their technology was widely used by labs around the world, but their digital presence didn’t reflect that credibility.
We uncovered several issues holding them back:
- A technically fragile website
- Weak on-page SEO
- A disorganized site structure
- Limited content
- Zero visibility into their competitive search landscape
Complicating things further, IOT Lenses operates internationally and specializes in highly technical, science-driven products. That meant every piece of content needed to be not only optimized but also precise, clinically accurate, and trustworthy. We needed to build authority, not just content.
Our Strategy
We kicked things off with a comprehensive technical and SEO audit–not just checking boxes, but a deep dive to uncover issues requiring collaboration with the IOT development team. From there, we rolled out a multi-phase strategy:
- Keyword & intent research focused on international markets and niche industry terminology
- Site optimization roadmap to fix on-page SEO, restructure key pages, and streamline navigation (including footer architecture)
- Content hub development to create new landing pages and a content strategy built around topic clusters
- SME-reviewed content, with all articles reviewed by internal experts to ensure credibility and accuracy
- Entity and semantic optimization to align pages with key entities, concepts, and knowledge graph relevance
All of this was designed to position IOT Lenses as the expert in their industry, help them scale globally, and position them to increase visibility in competitive SERPs and AI Overviews.
The Results
In just one year, IOT has experienced substantial growth:
- Clicks increased by 147% YoY
- Impressions jumped 867% YoY
- SERP features grew from 6 to 546, including:
- 60+ AI Overviews
- 300+ People Also Ask placements
- Top 3 rankings went from 3 to 104
- Top 10 rankings now exceed 300
Organic leads rose 175% YoY
The Takeaway
IOT Lenses didn’t just need more traffic—they needed the right traffic. In industries that demand subject matter expertise, trust is everything.
By combining technical precision with authoritative content and smart global targeting, we helped them not only earn visibility but credibility.
Now, their site isn’t just ranking. It’s trusted by labs, optical professionals, and search engines alike.
Need a smarter SEO strategy for a complex industry?
Working with TipTop has allowed us to completely transform our digital presence. They helped us turn our highly technical and niche site into an industry authority, not just by increasing visibility, but bringing in the right kind of traffic to our site, which leads to a greater number of qualified leads. Their expertise and collaborative approach made a huge difference for our team.
Cole McQuirk
Inbound Marketing Manager, IOT Lenses
