Trusted Child Care, Easily Found Online

Project Overview

Aplomb Day Nursery is a trusted early-years childcare service provider, located in East London. It solely focused on early childhood development in safe and nurturing environments for children aged 3 months to 5 years. Despite its high-quality services and excellent offline reputation, the nursery struggled to be prominent in local search results and wasn’t attracting enough online reputation. 

It was 2019 when this client first approached me and I stepped in to turn things around. The goal was to increase visibility on local search and maps, especially for parents searching for trustworthy nurseries nearby. 

By executing my refined Local SEO strategy, Aplomb started gaining unbelievable results. As the Google My Business (GMB) profile shows just one month of data, so here I’ll just attach the last month’s stats. In these SIX years of tenure, the business remained gaining above 41, 230 monthly views on average. And in the last month (from Dec 2023 to Jan 2024), the table has turned with a rising curve. 

Challenges That Need to Address

When I first assessed the digital presence of Aplomb Day Nursery, the following issues stood out and held it back from appearing in front of potential parents:

🔴 Their GMB profile was not optimized, missing key details, had poor descriptions, and no engagement visuals.

🔴 The business had a very limited online footprint on local directories and citation sites. 

🔴 They were lacking focus on geo-targeted keywords, which are crucial for hyper-local visibility.

🔴 Inconsistent NAP (Name, Address, Phone Number) across web listings reduced trust and search rankings

🔴 Structured data and schema markup were missing, making it harder for search engines to identify the business type and location relevance.

🔴 The nursery was operating in a highly competitive local market, requiring a laser-focused strategy.

🔴 The site lacked local content and location-specific signals critical for Google’s local algorithm.

🔴 Competitors were dominating Google Maps and local 3-pack results, especially during peak school search seasons.

My SEO Game Plan

After understanding the whole challenges, I developed a hyper-focused Local SEO strategy to boost Aplomb’s digital presence and map visibility:

🟡 I fully optimized the Google My Business listing with updated categories, services, photos, descriptions, and FAQs.

🟡 I ensured NAP consistency across all online platforms and local directories to build trust signals for Google.

🟡 I built high-authority local citations and enhanced the nursery’s presence on top daycare and UK business directories.

🟡 I integrated geo-targeted keywords like “day nursery in East London” into the business profile and content. 

🟡 I added structured data markup (Local Business schema) on the website to improve local relevance in search engines.

🟡 I encouraged review generation with parents to boost credibility and engagement on GMB.

🟡 I monitored performance with Google Search Console and GMB insights for ongoing improvements. 

Results I Achieved

After implementing these strategic changes, Aplomb Day Nursery got remarkable results in local engagement and visibility:

🟢 949 GMB interactions recorded in just one month, including direction requests, website visits, and calls

🟢 Local search visibility improved significantly on Google Maps and local 3-pack listings

🟢 Organic traffic and inquiries from parents actively searching for local childcare providers boosted

🟢 Website clicks and direction requests increased, directly contributing to new walk-ins and leads

🟢 Online reputation strengthened with improved reviews and consistent business info across the web

Hard Work Pays Off

By consistent efforts of around six years, this business flourished 10X. From around 1K business interactions to 41, 230 monthly views, Aplomb Day Nursery set a noble example of trust and reliability, scaling their business in the competitive market. If I say, the nursery gained the trust of the parents and I earned the trust of Aplomb, it wouldn’t be wrong to say.

Glimpses of My Local SEO Efforts