How do you handle smaller niches? Im doing SEO for an Optometry office and keyword choice is small and awkward.

I’ve just started doing SEO for a smaller doctors office, Optometry, and the choice in keywords is much smaller than I am used to. In addition to that, I have to maintain a high degree of professionality, and cannot frequently use higher searched terms such as “eye doctor” due to the professionality of the office. Any recommendations or tips for working with a niche such as this? I am used to working with clients with larger niches. – by hq overview Mt105 – –