Availability is a search term in its own right in this field. "This week", "no referral", "taking new patients": whoever answers those gets enquiries from people who have just rung five places and got nowhere.
The self-pay pages are what make the numbers work. Laser correction and lens replacement are searched with price intent, often far beyond your own town, and there every page that genuinely explains the procedure, who's suitable and what it costs pays for itself.
The map pack takes the rest, and reviews count for more here than in almost any other specialism: someone searching about their eyes is worried, and they read what other people wrote before they call anyone.
Cataract work deserves its own page because patients can choose where to be treated. Someone comparing waits between providers is a decided buyer, and almost nobody writes a page that answers them properly.