They provide activities and education for children from infancy to kindergarten.
Rainbow wanted to improve enrollment at their schools. Our goal was to increase leads from a contact form on each schools’ page. We aimed to improve those conversions by increasing organic traffic to those location pages.
Any business with multiple locations must take into account that people search differently in different places. This may be cause by local dialect or culture. In Rainbow’s case, we studied the usage of “day care” and “child care” based on location.
In some cities, “child care” was used most often. In others, more people searched for “day care.” In metropolitan areas, people were less likely to search for their suburb than they were to search for the city or regional name.
We used insights like these from keyword research to make a plan for optimizing content.
When a business has multiple locations, creating content for each location offers the best chance at ranking in each location.
Rainbow already had decent location pages for each of its schools. But these pages weren’t optimized for the best terms that we found in our research.
We optimized Rainbow’s location pages to target the best keywords.
Child care is an excellent niche for content marketing. There is an abundance of topics. Parents and teachers are an engaged audience.
Rainbow already had a blog, but the posts needed help. They weren’t always optimized for the best terms. In many cases, the posts were too short.
We found topics that were commonly searched. Next, we rounded up previous posts and consolidated them into a bigger, better version.
Finally, we began distributing them regularly through Rainbow’s social channels.
Our SEO work led new searchers to their site, and those searchers converted thanks to relevant content.