MKTG3506: SEO for Goodstart
Early Learning Business & Market Overview
Goodstart Early Learning Centre is Australia's largest provider of early learning and care with 214
centres operating in Queensland, 132 in New South Wales, 180 in Victoria, 6 in Australian Capital
Territory, 51 in South Australia, 12 in Northern Territory, 53 in Western Australia, and 9 in
Tasmania. Of Goodstart’s 657 childcare centres, each offers long day-care programs, as well as
accredited Kindergarten and Preschool programs. Selected centres also provide before-school
and after-school care as well as Goodstart at Home which allows
enriched learning through
activities provided online (Goodstart Early Learning, 2024). Being a primary competitor, Guardian
Childcare is ‘invested in forming trusted relationships with families and children, to ensure that
the learning environment is one where children can grow and thrive as they explore their world’.
With 41 centres in Sydney, 71 in Victoria, 40 in Queensland, 7 in Australian Capital Territory, and
18 in South Australia, Guardian has significantly less distribution of centres, particularly in rural
areas, with a total of 177 nationwide. After analysing both Goodstart’s and Guardian’s websites,
it was found that they allow for families to enquire about enrolment as well as providing an
accessible ‘parenting advice’ page. Due to fee information being difficult to locate, the same
enquiry was submitted to Goodstart and Guardian, for a potential parent intending to enrol their
child this month. Following a 24-hour period, a representative called to provide the fee structure
based on the centre’s 10-hour session, three days a week. For children aged 0-24 months, the
daily rate is $167.50; $
166.50 for 2-3 years, and 3-6 years. In contrast, Guardian Childcare,
promptly responded with their fee structure. They disclosed their fees as follows: $179.22 for
children aged 0-24 months, $178.68 for 24-36 months, and $178.13 for children aged 36 months
and above, accompanied by a $200 refundable deposit for enrolment confirmation. While
Goodstart emphasises affordability assistance through the Early Learning Fund initiative,
Guardian Childcare's fee support revolves around understanding and maximising government
subsidies like the Childcare Subsidy (CCS). This suggests that while both organisations offer the
same services, their approaches to fee support and target audience differ significantly.
Target Audience
From analysing Goodstart’s website, their vision to “give Australia’s children, especially our most
vulnerable, the best possible start in life through access to high quality early learning and care”,
highlights the company’s target audience of children. While children are the primary
beneficiaries of Goodstart’s services, they are not the decision-makers. Therefore, parents or
caregivers who consider factors such as safety, educational programs, location, low cost, and
the reputation of the childcare provider, are the primary audience to target with marketing efforts.
Given that around one third of Goodstart centres are located in rural and regional areas, and
approximately one quarter are situated in low socio-economic areas, Goodstart's target
audience primarily comprises families residing in remote communities or facing additional
needs and disabilities. Factors including limited access to services, higher living costs, and lower
education can contribute to financial challenges for families in rural communities. Thus, these
families tend to seek affordability services which is the reason for Goodstart committing to
provide support with minimal profit margins through the Early Learning Fund. Additionally,
location plays a huge role in determining enrolment at a childcare centre for families in both rural
and urban areas. To illustrate, parents/ guardians sending their baby, toddler or child to a
childcare centre look within range of their living location or travelling route. When seeking a
childcare centre, the parent’s intent is to locate a nearby and accessible centre, suggesting that
location is a keyword for target audience’s when searching online. Therefore, highlighting a
content gap of location and indicating that search engine optimisation is essential for increasing
Goodstart’s competitiveness and reaching the search volume of location-specific keywords.
Content Gap & Justification
Being situated in local communities, Goodstart's presence enhances its relevance to parents
seeking childcare options nearby. When parents search for childcare services online, they are
often looking for options in their immediate vicinity. Therefore, Goodstart Early Learning’s
extensive distribution of 108 childcare centres in Brisbane compared to competitor Guardian
with 33 in Brisbane, highlights their accessibility. By offering centres in both urban and regional
areas, families with diverse geographic needs are able to find a Goodstart centre that is
convenient. Thus, aligning with user intent related to finding childcare services that fit seamlessly
into their daily routines and minimise travel time and inconvenience. After analysing Goodstart's
provided webpage “Brisbane Childcare Centres”, there was no mention of the specific suburbs
and locations of their centres in Brisbane. Although there is a ‘Find a Centre’ search bar, there is
minimal information on precise locations, being a key impacting factor for their SERPs
positioning. According to Petit Journey, selecting a childcare begins with families searching for
centres within a selected location or range (2024). A paramount consideration factor in selecting
a childcare service location is its proximity to home. This can be explained as the convenience
and time saved by having a daycare nearby, such as being able to drop off your children on the
way to work, can often outweigh any potential increase in costs associated with choosing a
location closer to home. Additionally, a close proximity between a childcare and parent’s
workplace minimises the time spent commuting, as well as travel fees (Smart Kids Childcare,
2024). Therefore, by having a large distribution of childcare centres in suburban areas, Goodstart
needs to leverage their locations to tap into the demand for local childcare centres.
Keyword Analysis
After conducting a keyword analysis comparing Goodstart with its primary competitor, Guardian,
it was discovered that Goodstart's website lacks numerous location-specific keywords, which
could enhance search engine optimisation. To illustrate, an average of 400 potential customers
searched "childcare Brisbane" per month in 2023 and 350 potential customers searched
"Brisbane childcare", suggesting there is strong intent for potential Goodstart customers to
search for childcares in the Brisbane region. Despite their landing page heading "Brisbane
Childcare Centres," the corresponding keywords were found to be positioned 8th and 9th in the
SERPs, indicating an opportunity to optimise Goodstart’s landing page content and improve its
relevance and visibility. Furthermore, the keywords "goodstart early learning head office" had an
average of 200 searches per month in 2023 as well as “Goodstart headoffice”. However, these
keywords were positioned lower in the SERPs, at 72nd and 57th. Despite the lower ranking, the
search volume indicates a consistent level of interest in locating Goodstart's head office,
highlighting that location is a key content gap. Conversely, the keyword "childcare centre
Brisbane" had a lower average of 100 searches per month in 2023, though Goodstart’s position
was 7th in the SERPS. Thus, suggesting that while search volume may be lower, optimising
location key words will effectively meet user intent and as a result, Goodstart will rank higher in
search results. To fill Goodstart’s content gap of location-specific childcare centres in Brisbane,
it is recommended that the primary keywords, “Brisbane”, “Head Office”, and “Childcare
centre” are incorporated into Goodstart’s landing page. To address the location-specific gap, it
is recommended that the secondary keywords, “Brisbane City”, “Fortitude Valley”, “East
Brisbane”, “Wooloongabba”, “Ashgrove”, “Morningside”, “Indooroopilly”, “Clayfield”,
“Stafford”, “Hendra”, “Kedron”, “Nundah”, and “Virginia” are included as a subheading. By
emphasising the presence of Goodstart Early Learning centres in specific geographic areas, such
as Brisbane, through strategic keyword usage, will significantly enhance local search engine
optimisation. When Google recognises the geographic location of Goodstart centres, it can
better connect users seeking childcare services in Brisbane with Goodstart Early Learning's
website. This strategic approach will yield commercial benefits for the business by driving
increased traffic to their website and subsequently generating more foot traffic to their centres,
ultimately leading to higher enrolment rates.
Landing Page Re-Design
Https://www.goodstart.org.au/find-a-centre/brisbane
Goodstart’s landing page has been optimised for Brisbane, (mentioning suburbs of
located centres and surrounding streets) and childcare/ daycare keyword searches.
See appendix 1 for a visual example of optimised text and headings.
Primary keyword:
“Childcare Brisbane”
Secondary keywords:
Brisbane City, Fortitude Valley, East Brisbane, Wooloongabba, Ashgrove, Morningside,
Indooroopilly, Clayfield, Stafford, Hendra, Kedron, Nundah
Childcare and Early Learning Centres in Brisbane
At Goodstart Early Learning, we believe every child deserves the best possible start in life.
Whether you’re looking for a childcare close to home, close to work or close to friends and
family, we can direct you to your nearest early learning centre within Brisbane. We are easily
accessible by public transport being in close proximity to bus stops and the train line as well as
onsite parking.
Located in the heart of Brisbane's CBD, our daycare centres offer proximity to offices, ideal for
families transitioning back to work or seeking to maximise quality time with their children.
[Show more]
Our Adelaide Street childcare centre is an iconic, heritage-listed building has been transformed
to accommodate a state-of-the-art Long Day Care and Kindergarten overlooking the Queen
Street Mall. This centre is ideal for families who work on Queen Street, Ann, Adelaide, Wharf or
Creek Street, looking to reduce their morning and evening rush.
Attending our Ann Street childcare centre means you can work close to your children and visit
them during the day if you like!
Well situated for families who work on Edward Street, Turbot
Street, Albert Street or Queen Street.
Also located in the heart of Morningside on Wynnum Road, Goodstart Morningside has a bus
stop right outside and the train is only a 10-minute walk away. Handy for families who work or
live in Hawthorne, East Brisbane, Woolloongabba or Balmoral.
Select one of our 108 Brisbane early learning and childcare centres below to find out more!
Brisbane City, Fortitude Valley, East Murarrie, Red Hill, Ashgrove, Morningside, Indooroopilly,
Clayfield, Stafford, Hendra, Kedron, Nundah, Kenmore, Mcdowall.
*Include Google Maps of every centre in Brisbane for user to select*
Click to book a tour!
Frequently Asked Questions (FAQs)
Please see below our most frequently asked questions for choosing the right childcare centre
and starting childcare.
If you have any other questions, please don’t hesitate to call our Family Services Team on 1800
222 543 or enquire online.
What are Goodstart’s Programs & Fee structure?
We’re for children, not for profit. We understand what’s important when you’re looking for
childcare in Brisbane: a nearby, accessible, stimulating, safe environment, with caring,
qualified early learning professionals.
Depending on the Brisbane Early Learning Centre, majority cater for children from 6 weeks to 5
years of age and are made up of 5 rooms - Nursery, Toddlers, Senior Toddlers, Pre-Kindergarten
and Kindergarten. [click to find out more info on each program]
The Goodstart fee structure is based on the centre’s 10-hour session, three days a week and
each centre vary in price.
For fee information, search for your nearest Early Learning Centre
*Include Google Maps of every centre in Brisbane for user input post code or suburb*
What is the difference between ‘daycare’ and ‘early learning’ in Brisbane?
The difference is more than just words – 'daycare' gives the impression that the service we
provide is simply 'care'. It's much more than that: it's care plus education. Early learning
captures the essence of what Goodstart is all about - nurturing and stimulating environments
that inspire a love of learning in 108 early learning centres across Brisbane.
Where is Goodstart’s head office located?
Contact us to help find the right Goodstart Early Learning centre for your family or speak to
recruitment in head office about roles in our centres.
For enrolment enquires [click] > 1800 222 543 or [email protected]
For jobs [click] > 1800 180 144 or [email protected]
For media [click] > [email protected]
Reference List
Admin. (2021, August 4). Child care location: Proximity to common needs | Smart Kids
Development Center. Smart Kids Development Center.
https://smartkidschildcare.com/child-care-location-proximity-to-common-needs/
Child care Centres Brisbane. (n.d.). Goodstart Corporate.
https://www.goodstart.org.au/find-a-centre/brisbane
Guardian Childcare and Education. (2024, January 17). The best childcare in QLD, top
daycare centres & kindergarten at Guardian Childcare. Guardian Childcare &
Education. https://www.guardian.edu.au/childcare-early-learning-centres/qld/
Journey, P. (2019, December 3). When to start your childcare search | Petit Journey.
Petit Journey. https://www.petitjourney.com.au/childcare-search/
Smart Kids Nursery & Childcare. (2022, April 5). Home - Smart Kids Childcare. Smart
Kids Childcare. https://www.smartkids.org.uk/
Appendices
Appendix 1: SEO visual example. Please note that the text formatting is not accurately
presented and would appear with a ‘show more’ button to reduce displayed text.
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