SEO CONTENT AUDIT

MKTG3506

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Business and Market Overview

Goodstart Early Learning (Goodstart) is an Australian not-for-profit provider of early learning and care,

operating 660 centres nation-wide (Goodstart Early Learning, 2021). Their primary services - childcare,

kindergarten and preschool - are tailored to the needs of children 4-years-old and under, while their

vacation care service targets 5- to 12-year-olds (Goodstart Early Learning, 2021). The company is the

largest player in the Australian Childcare industry, holding a market share of 8.4% (Richardson, 2024).

The Australian Childcare industry is highly fragmented, comprising of many small organisations

outside of market leaders Goodstart, G8 Education and Guardian Child Care (Richardson, 2024). In the

current year, the industry’s revenue is expected to increase by 6.2% due to significant changes to

political and social macroenvironmental factors, increasing enrolments industry-wide (Richardson,

2024). Specifically, rising occupancy rates are driven by government changes to the Childcare Subsidy

which make childcare accessible and affordable for lower-income families, ensuring all children under

five have access to care at least three days per week (Richardson, 2024). Other factors including the lift

of COVID-19 restrictions and the cost-of-living crisis compel parents to return to offices, increasing

the need for childcare (Richardson, 2024). Large players including Busy Bees Group and Guardian

Child Care, Goodstart’s major competitor, have leveraged this growth and private investment to acquire

smaller childcare providers, increasing the volatility and competitiveness of the industry (Richardson,

2024). To survive, some businesses are differentiating their offerings by offering premium services that

appeal to niche markets including foreign-language classes, healthcare check-ups or flexible hours to

suit parents’ hybrid work arrangements (Richardson, 2024). Other businesses, including Goodstart,

have expanded their offerings to include early childhood educational services alongside childcare,

allowing them to successfully compete with substitute services from pre-schools and kindergartens

(Richardson, 2024). The industry’s volatility highlights the need for Goodstart to leverage their current

leading position and services to bolster their competitiveness, increasing enrolments.

Target Audience Overview

Goodstart’s Brisbane-based services target middle class millennial-aged mothers who have a child aged

between 2- and 4-years-old (Australian Bureau of Statistics, 2022). This consumer group live in a

suburban area within a 10km radius of Brisbane CBD with their partner and child and spend their spare

time with their family, enhancing their health and wellness or scrolling social media for new family

activities (Shridhar, 2019). Due to rising financial pressures, both parents work full-time in Brisbane

CBD – they rely on formal childcare services a minimum of 4 days per week (Australian Bureau of

Statistics, 2018). They live a modern and family-oriented lifestyle - they seek a safe, reliable, nurturing

and educational childcare centre for their children which is located nearby their home (ACECQA, 2018;

Australian Bureau of Statistics, 2018). Millennial mothers search and are influenced by content

available on parenting blogs, websites and social media – they are more concerned by the quality of

their child’s experience and education than the affordability of the service (Carlin et al., 2019).

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Key Content Gap

According to the target market’s preferences and trends within the industry, consumers are choosing

childcare centres which are conveniently located to them and provide high quality experiences and

education. With both parents now working full-time, CDG (2023) states the target market seek childcare

centres located near their house, enabling convenient drop off and pick up for either parent. Leading a

busy lifestyle, parents wish to minimise disruptions to their daily routines while maximising time spent

with their child (CDG, 2023). The segment equally value convenience with a childcare centre’s quality,

which encompasses the safety of facilities, qualified carers, a nurturing environment and enriching

activities. This preference has emerged from their interest in prioritising their child’s wellbeing and

growth and understanding of the importance of the early years in a child’s development (Lewis, 2023).

Currently, Goodstart’s landing page lacks quality information about their centre locations and features

and provides little value to consumers who intend to select or enrol their child in a centre. This content

gap has negatively impacted the webpage’s visibility, seen in its rank of 30th position on popular search

term ‘Best Childcare Brisbane’. Consequently, the landing page’s current presentation and omission of

this information has inhibited Goodstart’s reach and traffic.

In comparison, Guardian Child Care’s landing page has been optimised for this search term, exemplified

through their ranking at 6th position. Their page highlights keywords ‘high quality’ ‘highly qualified’

and ‘Brisbane CBD’ and includes useful information surrounding each centre’s location and catchment

areas (Guardian Child Care, n.d.). Their page also features extensive content about their standard and

centre-specific offerings, assisting the consumers’ information search process and facilitating their

selection of and enrolment in a centre (Guardian Child Care, n.d.). Guardian Child Care’s landing page

and content communicates their services well, enhancing their competitiveness against Goodstart.

To increase their competitiveness and visibility, Goodstart must add content and keywords to their

landing page that highlight their centres’ convenient locations and quality features. By stating their

physical location, Goodstart will increase the perceived relevance of their webpage to location-based

searches which enable Google to direct more users to their page, improving their ranking and traffic.

Complemented with content which describes their high-quality attributes, the page will deliver valuable

information to consumers who intend to select and enrol their child in a centre. This content will be

backed by reviews and awards to improve their perceived trustworthiness and expertise (Diwanji et al.,

2023). These characteristics are favoured by Google in rankings, improving their position in relevant

searches to enhance traffic and positive brand outcomes including enrolments.

Keywords

Through the completion of a keyword analysis, it is evident Goodstart’s landing page lacks several

valuable keywords which has harmed their visibility and rankings on Google. To conduct this analysis,

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the key search terms for which Goodstart and Guardian’s landing pages ranked were compiled and using

the VLOOKUP formula, compared. This list was then optimised by filtering and sorting non-branded

search terms by the highest volume of searches, enabling the identification of high value search terms.

As expected, Goodstart ranks significantly lower than Guardian on search terms relating to their current

content gap. Based on this finding, Goodstart should optimise their landing page by implementing

primary and secondary keywords which guide their content. This will increase the relevance of their

page to these search terms, improving their ranking in search results which will generate greater traffic

(Sheffield, 2020).

Based on the keyword analysis and identified content gap, Goodstart can improve their use of keyword

‘Brisbane’, highlighting it throughout their headings and body content. This primary keyword must be

complemented with supporting content which conveys its meaning as the Brisbane area rather than

postcode, with aim of showcasing their numerous centres nearby family homes region wide. As seen in

Appendix 1, Goodstart currently rank between 6th and 9th position on search terms which include

‘Brisbane’ and ‘Childcare’, compared with Guardian who rank between 4th and 9th. Goodstart’s low

ranking equates to low visibility demonstrated in their traffic of 25 site visitors from 400 searches for

search term ‘Childcare Brisbane’, indicating a need for improvement. By optimising their content

through use of primary keyword ‘Brisbane’, their relevance to these search terms will have improved,

increasing positive brand related outcomes including higher rankings, traffic and enrolments.

Goodstart should further optimise their landing page through the inclusion of secondary keywords

‘Childcare’, ‘Early Learning’ and ‘Best’. Across most search terms which direct users to Goodstart’s

landing page, ‘childcare’ or ‘early learning’ are present. Specifically, ‘childcare’ is seen combined with

‘best’ in Appendix 2 which shows Goodstart ranked very poorly compared to Guardian Child Care on

semi-popular search term ‘Best Childcare Brisbane’, harming their visibility. The emphasis of these

terms will complement the primary keyword in providing valuable content to consumers who intend to

select and enrol their child in a Brisbane-based centre. Both the primary and secondary keywords

frequently appear together in search terms, therefore their inclusion in their headings and content will

improve the relevance of the page, increasing their ranking.

The primary and secondary keywords can be further supported by other terms which facilitate their

interpretation and provide additional value to the landing page. Based on the content gap, words

including ‘convenient’, ‘high-quality’, ‘award-winning’, and ‘highly qualified’ and content such as a

map, reviews and awards deliver valuable information to consumers who intend to select and enrol their

child in a centre. The incorporation of this content provides evidence to broad claims such as their

‘convenient and accessible locations’ and provision of the ‘best childcare’, establishing their experience

and trustworthiness (Diwanji et al., 2023). This will both improve their ranking and brand-related

outcomes including enrolments.

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Landing Page Optimisation

Brisbane’s Best Childcare and Early Learning Centres

Goodstart Early Learning offers Premium Childcare and Early Learning across

Brisbane

At Goodstart Early Learning, we are committed to providing the best childcare and early learning

experience for your child. Our highly qualified educators are dedicated to help your child learn essential

life skills through interactions and play through our small educator to child ratio. Our programs are

recognised and awarded as providing the foundations for your child in a safe and fun environment.

Our Award-winning Centres

With over 60 locations across Brisbane, there’s sure to be one of our high-quality centres conveniently

located within minutes of your home.

Each Goodstart Early Learning Centre in Brisbane features:

• A highly qualified educator dedicated to every four children

• Nutritious, chef-prepared meals for your child

• Safe, fun and modern facilities both indoor and out

• Flexible hours to suit your workdays

• Access to extracurricular activities

Our Brisbane-based centres offer a variety of accredited programs and exciting environments for

children aged between 6-weeks-old and 6-years-old.

We’re excited to show you more about the Goodstart experience! Browse our centres and contact us to

view our facilities or start your Goodstart journey.

< h4> Locate our Best Centre for You

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Goodstart provides the Best Start

Awards

Reviews

Contact Us

Chat with our highly qualified staff members or visit one of our leading centres now.

2023 Queensland Child Safe

Organisation Award Winner

2023 Australian Business Award

for Employer of Choice Winner

2022 HESTA Early Childhood

Award Winner

ACECQA Excellent Rating

Accredited

I cannot recommend Goodstart enough! The

director, assistant director, chef, and all the

educators are the most lovely people on the

planet.

- Anonymous

The centre is such a beautiful, fun, and clean

place; the children honestly have the most

amazing environment to have so many

different types of play and a beautiful little

open floor library.

- Anonymous

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Reference List

ACECQA. (2018). Building Partnerships with Families.

https://www.acecqa.gov.au/sites/default/files/2018- 01/QA6_BuildingPartnershipsWithFamilies.pdf

Australian Bureau of Statistics. (2018, April 23). Childhood Education and Care, Australia, June 2017

| Australian Bureau of Statistics. www.abs.gov.au.

https://www.abs.gov.au/statistics/people/education/childhood-education-and-care- australia/jun-2017

Australian Bureau of Statistics. (2022, October 20). “Back in my day” – comparing millennials with

earlier generations. https://www.abs.gov.au/articles/back-my-day-comparing-millennials- earlier-generations

Carlin, C., Davis, E. E., Krafft, C., & Tout, K. (2019). Parental preferences and patterns of child care

use among low-income families: A Bayesian analysis. Children and Youth Services Review,

99, 172–185. https://doi.org/10.1016/j.childyouth.2019.02.006

CDG. (2023, February 12). The importance of location when building a Childcare Centre – Childcare

Developments Group. Childcare Developments.

https://childcaredevelopments.com.au/articles/15-common-mistakes-when-renovating-your- bathroom/

Clarke, M. (2023). March quarter 2022 report - Department of Education, Australian Government.

Department of Education. https://www.education.gov.au/early-childhood/early-childhood- data-and-reports/quarterly-reports-usage-services-fees-and-subsidies/march-quarter-2022- report

Diwanji, V. S., Lee, J., & Cortese, J. (2023). Future-proofing Search Engine Marketing: An Empirical

Investigation of Effects of Search Engine Results on Consumer Purchase Decisions. Journal of

Strategic Marketing, 1–21. https://doi.org/10.1080/0965254x.2023.2229343

Goodstart Early Learning. (2021). About Goodstart | Goodstart. Goodstart Early Learning.

https://www.goodstart.org.au/about-us

Guardian Child Care. (n.d.). The Best Childcare in Brisbane, Top Day Care Centres & Kindergarten at

Guardian Childcare. Guardian Childcare & Education.

https://www.guardian.edu.au/childcare-early-learning-centres/qld/brisbane/#

Lewis, J. (2023, June 14). How do Australian parents choose childcare? careforkids.com.au.

https://www.careforkids.com.au/blog/how-do-australian-parents-choose-child-care- careforkids-com-au

Richardson, A. (2024, February). Child Care Services in Australia. Services.ibisworld.com.

https://my.ibisworld.com/au/en/industry/q8710/at-a-glance

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Sheffield, J. P. (2020). Search Engine Optimization and Business Communication Instruction:

Interviews With Experts. Business and Professional Communication Quarterly, 83(2), 153– 183. https://doi.org/10.1177/2329490619890335

Shridhar, A. (2019). Millennial Parents Transforming Family Life. Euromonitor.com.

https://go.euromonitor.com/strategy-briefing_population-2019-millennial-parents- transforming-family-life.html

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Appendices

Appendix 1: Primary Keyword

Appendix 2: Secondary Keywords

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