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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