MKTG3506 Digital Marketing & Social Media
SEO Content Audit
Table of Contents
1. Business and Market Overview.............................................................................................................. 2
2. Understanding the Target Audience.......................................................................................................2
3. Content Gap Analysis.............................................................................................................................. 3
4. Keyword Analysis.....................................................................................................................................4
5. Landing Page Redesign............................................................................................................................5
6. References................................................................................................................................................. 7
7. Appendix................................................................................................................................................... 9
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1. Business and Market Overview
Business
Goodstart Early Learning is a major player in Australia’s childcare services industry, holding 8.4% of the
overall market share in the national childcare industry (IBISWorld, 2023). Goodstart is a not-for-profit
organisation that was formed by a partnership of organisations that recognised the need to address
inadequate early childhood experiences in Australia (Goodstart Early Learning, n.d.). With over 660
Goodstart childcare centres across Australia in 2023, the organisation provides preschool education and
childcare services such as kindergarten, daycare, preschool and vacation care for children (Goodstart
Early Learning, n.d.).
Market
The childcare industry in Australia caters to children under the age of 12, with approximately 1.4 million
children in childcare centres and 59.9% of children utilising Centre-Based Day Care services (Australian
Government, Department of Education, 2023). Attending preschool is not a requirement in Australia
(Australian Institute of Health and Welfare, 2022), indicating that child care and preschool are decisions
made by parents. In 2023, the industry received over $3.5 billion in subsidies, which highlights the need
for affordable childcare services in Australia (Australian Government, Department of Education, 2023).
While the majority of the market is made up of smaller childcare schools, it is also dominated by G8
Education, with 5.3% of the industry’s market share and Guardian Childcare Pty Ltd, with 2.0% of the
industry’s market share (IBISWorld, 2023). G8 Education is the parent company of smaller preschool and
childcare organisations which stands apart from the organisational structure of Goodstart (G8 Education,
n.d.). Guardian Childcare’s brand shares similar traits with Goodstart with key locations of childcare
centres across Australia and having 94% of centres meeting the National Quality Standard (Guardian
Childcare & Education, n.d.).
2. Understanding the Target Audience
The target audience for this report is working parents born in the millennial generation and residing in
Brisbane. Millennials account for 56% of parents of children under 12 (LineLeader, 2023). Over 60% of
households with children between the ages of 0 and 4 have both parents employed (Australian Bureau of
Statistics, 2023). Millennial parents are characterised by their technological proficiency and often rely on
online resources for guidance (Shridhar, 2019). In particular, when selecting a childcare centre, millennial
parents prioritise prompt responses, personalised service and convenience as some factors when choosing
a childcare centre (LineLeader, 2023). A key motivation of parents opting for childcare services is to
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allow them to work while ensuring that their children’s development and well-being are not compromised
(Australian Institute of Family Studies, 2021).
3. Content Gap Analysis
Identifying content gaps aids in the formation of primary and secondary keywords and enhances the
website's visibility in Google search results by improving the relevancy and user experience. The primary
objective of the landing page is to meet the needs of millennial working parents who are actively seeking
information on childcare centres located in Brisbane. Therefore, the page should provide quality
information, such as reviews and content about the childcare centres, while optimising for location to help
parents find a childcare centre conveniently located near them.
The landing page lacks location-specific quality content and keywords to optimise the page for location.
The primary keyword of the current landing page is "Brisbane childcare centres", which only appears in
both the first and last headings, indicating an intention to optimise the page for a location-specific search
but lacks emphasis on the topic by only reiterating it twice. Location-specific content and keywords are
not highlighted on the page, with information about specific centres, like Clayfield and Carindale, only
being present at the bottom of the page. Goodstart operates more than 100 childcare centres in Brisbane,
suggesting that there will be conveniently located centres near all parts of the city. However, this
information is not evident on the webpage. The intent of millennial parents on the landing page is to gain
information about childcare centres in Brisbane and navigate a childcare centre with proximity to their
homes and workplaces, thus the page should include content about the locations of Brisbane childcare
centres.
Google employs the “E-E-A-T” model to evaluate a website's quality, to determine the quality of
websites, which affects the ranking of websites on the search engine. “E-E-A-T” stands for experience,
expertise, authoritativeness, and trustworthiness (Google Search Central, 2022). The landing page does
not provide quality information that is relevant to the target audience, thus affecting user experience.
Goodstart provides high-quality childcare, with over 98% of centres meeting the National Quality
Standard, and have won awards in Advancing Pedagogy & Practice (Goodstart Early Learning, 2023),
which is information that would be valuable to millennial parents but is not reflected on the website. This
absence of high-quality content that is relevant to parents will affect the search engine ranking. To
accommodate the priorities of tech-savvy millennial parents who value prompt responses to their queries,
the quality of the webpage can be enhanced by including content such as reviews, information about the
childcare facilities and learning curriculum, and a section addressing frequently asked questions. These
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are key areas of interest for millennial parents. The content of the website needs to be relevant to what
millennial parents are looking for to rank highly in search engines.
Content Gap: The landing page lacks location-specific, quality content and keywords which affects
the optimisation of the website for search engine ranking and user experience.
4. Keyword Analysis
Relevant keywords in a webpage are crucial for enhancing its search engine ranking. Keywords are
related to the queries of the target audience, facilitating the discovery of the webpage when users search
for specific information.
Primary Keyword: “childcare brisbane”
Secondary Keywords: “daycare brisbane”, “childcare centres brisbane”, “brisbane city child care”
To address the content gap for Goodstart, the main keyword "childcare brisbane" should be prioritised.
The primary keyword was chosen because of the high volume of monthly searches, with an average of
400 monthly searches [Ref to Appendix 1] and to address the content gap which is the lack of
location-based optimisation. The high search volume of the keyword indicates that parents are broadly
searching for childcare centre locations in Brisbane. The current ranking of Goodstart for the keyword is
at 8, compared to Guardian’s ranking at 5 [Ref to Appendix 1]. A lower keyword ranking decreases the
visibility of the content to users searching for that particular keyword, making them less likely to view it.
The keyword will aid in the relevancy of the page and guide millennial parents to the landing page to
locate childcare centres in Brisbane.
To support the location-based optimisation, location-specific secondary keywords were chosen to match
the query intent of millennial parents who have a specific location preference for childcare centres and
daycare services. These secondary keywords are determined by identifying the words with the highest
monthly search volumes, indicating the top queries that millennial parents have when finding childcare
centres. For example, by using the secondary keyword "Brisbane City child care," Goodstart can
emphasise the proximity of the childcare centres to the Brisbane City business district and reach out to
working parents who would prefer a childcare centre near their workplace. These keywords were chosen
because of their high search volume, relevancy to being location-specific and to address the intent of
millennial parents.
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5. Landing Page Redesign

Childcare Brisbane | Find a Local Childcare Near You
At Goodstart Early Learning, we are proud to offer exceptional early childhood education in our
convenient Brisbane childcare centres, with over 100 locations in the city and surrounding areas. Our goal
is to create nurturing environments where children can thrive, fostering their development with every
interaction. Whether you are working in Brisbane City or living in surrounding areas of Brisbane, there
will be a Goodstart childcare centre conveniently located near you!

We Have Over 100 centres in Brisbane! | Childcare Centres Brisbane
(Insert a Google Map Widget with a list function. Ensure that both the list and map function can be
interchangeably hidden) | (Insert a “Use Your Location” button)
(Use this format to list out the childcare centres in the widget)

(Insert the Name of the Childcare Centre) | Childcare Brisbane
● Address of the Childcare Centre
● Average Google Review
● Services Offered
● “Book a Tour” Button
● “Contact Us” Button

Working in the City? | Brisbane City Child Care Centres
Discover quality Brisbane City child care centres, conveniently located in the heart of Brisbane. Ensuring
that you never have to compromise on your child’s development while working.
(Insert an Image of the Childcare Centre. Rename
the image file,
“ann-street-childcare-brisbane.jpg” )
Goodstart Brisbane (Meeanjin) Ann Street
Childcare Centre | (Insert a “Book a Tour”
Button)
● Average Google Review
● Services Offered
● Opening Hours
(Insert an Image of the Childcare Centre. Rename
the image file,
“adelaide-street-childcare-brisbane.jpg”
)Goodstart Brisbane Adelaide Street Childcare
Centre | (Insert a “Book a Tour” Button)
● Average Google Review
● Services Offered
● Opening Hours
5
(Insert an Image of the Childcare Centre. Rename
the image file,
“fortitude-valley-childcare-brisbane.jpg” )
Goodstart Fortitude Valley Childcare Centre |
(Insert a “Book a Tour” Button)
● Average Google Review
● Services Offered
● Opening Hours
(Insert an Image of the Childcare Centre. Rename
the image file,
“east-brisbane-childcare-brisbane.jpg” )
Goodstart East Brisbane | (Insert a “Book a
Tour” Button)
● Average Google Review
● Services Offered
● Opening Hours

What To Expect From Goodstart’s Childcare Services | Daycare Brisbane
All the information you need about what our centres include and what you can expect can be found here:
● Award-winning childcare Brisbane learning curriculum
● We provide nappies, wipes, sunscreen, linen and bibs
● Educator-guided program that is centred around your child
● View your child’s online profile and get frequent updates
● Government-Approved Kindergarten Program and School Readiness Program

Still have questions about Childcare Centres in Brisbane? Check out some Frequently Asked
Questions or drop us a message! We will try our best to reply you within the same day.
FAQ 1: What ages does Goodstart Childcare Brisbane cater for?
FAQ 2: What happens after I submit an enquiry to a Goodstart childcare centre in Brisbane?
FAQ 3: How do I enrol my child at a childcare centre in Brisbane?
(Insert a “Message Us Here” button)

Award-Winning Childcare Centres Brisbane
Explore our highly-rated Brisbane childcare centres, where quality care meets educational excellence,
ensuring a safe and enriching environment for your child's development.
● 98% of Goodstart centres Meeting or Exceeding the National Quality Standard.
● 2022 HESTA Early Childhood Education & Care Awards – Goodstart Glenfield Park (Advancing
Pedagogy & Practice)
● Check out our raving Google Reviews!
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6. References
Australian Bureau of Statistics. (2023, October 24). Labour Force Status of Families. Australian Bureau
of Statistics.
https://www.abs.gov.au/statistics/labour/employment-and-unemployment/labour-force-status-fami
lies/latest-release#:~:text=The%20proportion%20of%20couple%20families,from%2094.5%25%
20in%20June%202022.
Australian Government, Department of Education. (2023, December). Child Care Subsidy data report –
December quarter 2023.
https://www.education.gov.au/early-childhood/early-childhood-data-and-reports/quarterly-reports
-usage-services-fees-and-subsidies/child-care-subsidy-data-report-december-quarter-2023
Australian Institute of Family Studies. (2021, June). Childcare rates bounce back as Australian parents
strike a balance between work and home life.
https://aifs.gov.au/media/childcare-rates-bounce-back-australian-parents-strike-balance-between-
work-and-home-life
Australian Institute of Health and Welfare. (2022, February 25). Australia’s children.
https://www.aihw.gov.au/reports/children-youth/australias-children/contents/education/early-child
hood-education
G8 Education. (n.d.). Company Overview - G8 Education. G8 Education. Retrieved April 18, 2024, from
https://g8education.edu.au/about-us/company-overview/
Goodstart Early Learning. (n.d.). About Goodstart. Retrieved April 18, 2024, from
https://www.goodstart.org.au/about-us
Goodstart Early Learning . (2023). Annual Report 2023.
https://www.goodstart.org.au/getmedia/459e8a6e-8a2c-4f5c-b03c-4eb9b7d85617/20231024-2023
-Goodstart-Annual-Report.pdf
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Google Search Central. (2022, December 15). Our latest update to the quality rater guidelines: E-A-T
gets an extra E for Experience | Google Search Central Blog | Google for Developers. Google
Search Central.
https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t
Guardian Childcare & Education. (n.d.). Guardian Early Learning Education | Our Childcare Story.
Guardian Childcare & Education. Retrieved April 18, 2024, from
https://www.guardian.edu.au/about-us/
IBISWorld. (2023, June 30). Company Details - 12784 Goodstart Early Learning Ltd. IBISWorld.
https://my.ibisworld.com/au/en/company-reports/12784/company-details
LineLeader. (2023). Dive Into 2023: Delivering the Ultimate Childcare Staff and Family Experience.
https://app.hubspot.com/documents/2733563/view/475631365?accessId=af8f44
Shridhar, A. (2019). Millennial Parents: Transforming Family Life. Euromonitor International.
https://go.euromonitor.com/strategy-briefing_population-2019-millennial-parents-transforming-fa
mily-life.html
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7. Appendix
Appendix 1
A table listing the top 10 keywords by volume, and the search engine rankings of Guardian and Goodstart.
Keywords Volume Guardian’s Current
Position
Goodstart’s Current
Position
childcare brisbane 400 5 8
daycare brisbane 350 7 9
brisbane childcare 350 6 9
childcare centres
brisbane
150 4 8
childcare centre
brisbane
100 4 6
child care brisbane 100 7 9
brisbane city child care 90 9 16
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