New York City Google My Business Profile Optimization for a Child Care Center

The main difficulty is that in this location many communities have several daycare centers, which increases competition, plus seasonality presents unique challenges for daycare businesses in local search. Certain times of the year, like late summer before the school year starts, tend to see high demand as parents search for daycare options. On the other hand, the beginning of autumn often leads to lower enrollment as families may take breaks or have alternative care plans. Maintaining search visibility and engagement during these times can be tough, as parents might not be actively searching for daycare.

That’s why our client decided to contact a healthcare SEO agency.

The focus of this case study is on optimizing the three companies’ New York City Google My Business profiles to improve local search visibility and get more leads.

The client contacted us in August 2024 to improve lead generation after GMB profile optimization. SEO services in New York require a strategic approach, so after determining their goals, we started the audit of the current state of profiles that needed optimization. We found the factors that created difficulties in achieving results; among these factors were:

• The client’s website wasn’t optimized properly and has low-key metrics: low DR and insufficient number of backlinks compared to competitors.
• Despite the client’s strong brand, which fosters user trust, their keyword rankings in local search fell significantly short of optimal performance.
• Seasonality presents a unique challenge for childcare centers. By early autumn, most parents have already chosen a daycare for their children, leading to a natural decline in enrollment as families settle into routines or opt for alternative care arrangements. During this period, maintaining search visibility and engagement can be challenging, as parents are less likely to be actively seeking daycare options.

Our team always values the goals of the clients, so we started with the GMB optimization service without any delays.

First steps

Before initiating the optimization process, we undertook the following steps:

• Compiled a semantic core for both locations.
• Determined key competitors for each target keyword and conducted an in-depth analysis of each competitor’s Business Profile to pinpoint critical optimization gaps in the client’s Google Business Profiles.
• Conducted a competitive analysis to assess the strength of their domains, the average number of reviews and posts in their listings, as well as their use of keywords and the specific ones employed.
• Requested additional information and visual content from the client to ensure comprehensive completion of the listings.

After completing these steps, we moved forward with SEO consulting services and ongoing optimization.

The client has 12 business locations, but initially, our team started withthe optimization of three business profiles. This existing listing had not been optimized; it was merely established and included a few photos and reviews provided by the client.

Optimization phase

Following this, we proceeded with the optimization phase:

1. All three listings were updated with information provided by the client.
2. We crafted titles that incorporated the most frequently used keywords, and our copywriters prepared SEO-optimized content.
3. In the second phase, we optimized the existing listings, performing a similar set of tasks: enhancing the title and description, and adding supplementary information.
4. Subsequently, the client requested their former customers to leave reviews regarding their services.
5. Additionally, we began to add new posts to the listings to demonstrate to Google that we are actively developing and committed to investing in high-quality content for our clients.

Besides optimizing Google Business Profiles, we recommended creating dedicated location pages for each profile to strengthen local SEO efforts. These pages would provide detailed, location-specific information, enhancing relevance for local search queries and improving the client’s visibility in each target area. Additionally, the location pages would allow for optimized content, tailored keywords, and unique offerings per location, further driving engagement and supporting conversion goals.

Thanks to the client’s collaborative efforts over the course of two months, we achieved impressive results for both listings:

1. Listing No.1:

   

   Results for two months before the start of work

   

   Results for two months after the start of work

   

   Direction requests

   

   Results for the main keyword after two months of work

2. Listing No.2 :

   Results for two months after the start of work:

   

   Results for two months before the start of work

   

   Results for two months after the start of work

   

   Website clicks

   

   Average Map Rank

3. Listing No.3 :

   

   Results for two months before the start of work

   

   Results for two months after the start of work

   

   Average Map Rank

Our team started the optimization of this project, addressing the key issues, implementing targeted optimizations, and delivering outstanding results in local visibility. This case highlights that significant improvements in local promotion can be achieved within just a few months of strategic effort. To summarize the outcomes of this project, within just two months, we accomplished:

• Top3 positions in Google Maps and Local Pack for the majority of target keyword
• +2088% in profile views in general
• +100% in website clicks for 3 Business listings
• +60% in Google Local Pack Coverage for each Business Profile

Here are the key takeaways you can learn and implement in your practice from this case study.
All you need is a well-structured strategy that should encompass:

1. Competitive and niche analysis.
2. The compilation of a semantic core for the listings and populating them with relevant keywords.
3. Ongoing efforts to acquire reviews and publish updates.

If you are struggling with local optimization or even planning to go beyond local, we are here for your service. Contact us for a free consultation, and we’ll provide you with the details.