Edge Early Learning.
- SEO
The Client
Edge Early Learning is the premier childcare service provider in Queensland, South Australia and the ACT. Their childcare centres provide a safe and inclusive place for children to learn, play, grow and explore.
At each centre, Edge Early Learning is on a mission to empower its educators with industry-leading environments, resources, and support to create the best learning opportunities for the children in their care.
The Objective
Our overarching goal is to establish Edge Early Learning as the childcare provider of choice in Australia and support new childcare centres launch as they expand and grow.
To achieve this, we implemented an agile SEO strategy that targets two distinct audiences: parents and potential employees.
The Challenge
COVID-19 shone a light on the critical importance of early childhood education, and due to the decrease in overall childcare enrolment in 2022, competition in the search results has only increased in the following years.
On top of this, an industry-wide childcare worker shortage has made it difficult to bring in qualified employees to educate and operate childcare centres.
The Solution
Currently, there are many players in the market, from childcare giants to independent childcare services. To compete against bigger players, we took an agile, integrated search approach that was informed by employment data, search volume and centre enrolment demands.
Responding to a shift in search behaviour:
Our analysis and internal feedback from Edge Early Learning childcare centres revealed parents have begun to search for childcare by region as an influx of families moved from Sydney and Melbourne up to Queensland throughout COVID. As these families are not 100% sure of where they will work or live, their search radius is much broader.
To adjust to this change in user behaviour and appear for these searches, we created region-specific landing pages that include information on all centres in that region and top-level information about Edge Early Learning to drive home our unique selling proposition and brand recall.
Capturing quality childcare workers:
Our integrated approach also extended to driving employment for Edge Early Learning. We conducted a competitive analysis to better understand the gaps in Edge’s employment offering online and where we could best meet the search intent of those seeking childcare work.
We then expanded and optimised the content available under the ‘Careers’ section of the website. With the aim to provide a hub for users to discover Edge Early Learning’s point of difference as an employer.
The Result
The above results compare June 2022 to June 2023.
With an agile approach to our SEO strategy, we were able to effectively respond to changing search behaviours and acquire quality employment leads for Edge Early Learning. Importantly, we were able to reach parents in critical decision-making moments and broaden brand awareness as families navigate big life moments.
It is fantastic to collaborate with such a results-driven team. As a rapidly growing brand, we can always rely on the Alpha team to present innovative strategies to ensure we are covering our markets whilst making the most out of our budget. After working together for four years, enduring external factors, and managing rapid growth, our results continue to reach new heights. Having confidence in your digital agency is a huge business advantage; therefore, we would not consider working with any team other than Alpha Digital!