Two national eye care chains, and one patient search: eye doctor near me that takes my vision plan. LensCrafters keeps its stores on local.lenscrafters.com. MyEyeDr. keeps its 986 store pages on locations.myeyedr.com.
Both chains file the paperwork. Only one of them writes anything down. A LensCrafters store page names the hours, the address and the plans it accepts. A MyEyeDr. store page, read the way a crawler reads it, is 47 characters long and names no plan anywhere.
Five questions: LensCrafters answers four, MyEyeDr. answers two
We scored the page a patient actually lands on, read before JavaScript runs.
LensCrafters local.lenscrafters.com
4/5
- ✓Where is it?
- ✓Is it open now?
- ✓Does it take my vision plan?
- ✓Is there anything to read?
- ✕Can a map place it?
MyEyeDr. locations.myeyedr.com
2/5
- ✓Where is it?
- ✓Is it open now?
- ✕Does it take my vision plan?
- ✕Is there anything to read?
- ✓Can a map place it?
Method: 40 store pages sampled at random from each chain, scored on the raw page before JavaScript runs. Both chains keep their stores on a locations subdomain, and both answer a browser and Googlebot the same way.
Credit to both: the paperwork is done on both sides
Every store page we sampled, on both chains, carries a proper listing for machines: the street, the opening hours and the phone number. Both keep a dated sitemap, give every store its own title, and return a real error for a store that does not exist. That is better than most of the networks in this series.
Both chains · 40 of 40 store pages sampled
"address": { "streetAddress": …, "addressLocality": … },
"openingHours": ["Mo,Tu,We,Th,Fr 09:00-19:00", "Sa 09:00-18:00"],
"telephone": …
Where they part: LensCrafters names the vision plans it takes
The question a patient actually asks is whether their plan works here. LensCrafters answers it inside the listing itself, on every store, in a description a machine can lift and quote.
Inside a LensCrafters store listing
"description": "…We accept most vision insurance plans
including: EyeMed, Aetna, Humana, United Healthcare,
Davis Vision …"
A MyEyeDr. store page is one line long
Strip the code and this is the entire readable page. Everything else waits for JavaScript.
The whole page · 47 characters
MyEyeDr. | Eye Doctor near Danbury, CT North StA person sees a full store page, because their browser builds it. A crawler, and an assistant reading the page, gets the line above.
One wrote a letter to the AI engines. The other left the file blank
LensCrafters publishes a 15 KB llms.txt, the note that tells assistants what a company is and which pages matter. MyEyeDr. has none, and the robots file on the domain that holds all of its stores is an empty document.
The pattern across this series: each chain built the half the other skipped. Neither shipped both.
The scorecard: eight checks to five, and four they both pass
Nine checks, the same method, both chains.
| Check | LensCrafters | MyEyeDr. |
|---|---|---|
| A store listing in the page dataAddress, hours and phone a machine reads | ✓ | ✓ |
| A unique title per storeHow the result reads in search | ✓ | ✓ |
| Store sitemap dated this yearSo a crawler knows what changed | ✓ | ✓ |
| Dead store URLs return an errorNot “200 OK” for a store that isn’t there | ✓ | ✓ |
| Vision plans named in the listingEyeMed, Aetna, Humana and the rest | ✓ | ✕ |
| Words on the page without JavaScriptSomething to read, and to quote | ✓ | ✕ |
| A note written for AI enginesAn llms.txt on the domain | ✓ | ✕ |
| robots.txt serves real rulesNot an empty file | ✓ | ✕ |
| Map coordinates in the listingSo an assistant can place the store | ✕ | ✓ |
Why this matters to a clinic
An assistant can only recommend what a page actually says. MyEyeDr. has 986 store pages and gives a reader one line each. LensCrafters spends a paragraph naming the plans it takes, and wins the question patients ask most.
That is not a budget decision: it is whether the facts are written down.
- We search for your clinic the way a patient would. Your city and your competitors, on Google and on the AI assistants.
- You get the gaps in plain sentences. One list you can hand to whoever runs your website.
- It takes a day. No commitment, no cost.
Download the slides (PDF, 636 KB)
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