Kids Planet: Unlocking growth in the childcare market

In a fiercely competitive childcare sector where rivals were accelerating their search activity, Kids Planet risked being left behind. They needed a proactive, revenue-focused SEO strategy that delivered growth, safeguarded them against Google updates, and built a clear business case for future investment.

+8,000

Increase in monthly Clicks

+260

More page 1 keywords

+41%

Increase in Organic sessions

+207%

Increase in applications online from Organic

The brief

Kids Planet operate in one of the UK’s most competitive childcare sectors, where rival nursery groups were accelerating their investment in search strategy. Despite being a well-respected name, they risked losing ground if they didn’t match or surpass the pace of their competitors.

The challenge wasn’t just about driving more traffic. With ambitious growth targets and a mission to support families across the country, Kids Planet needed a proactive SEO and content strategy that could deliver real business impact. That meant increasing visibility at every stage of the parent decision-making journey, from discovery and research through to application, while also strengthening technical foundations to safeguard against algorithm updates and ensure long-term resilience.

Our role was to transform organic search into a channel that not only raised awareness, but also drove measurable applications and growth.

What we did

In-depth market and competitor analysis – benchmarked activity against larger rivals to uncover gaps and opportunities
Audience and persona development – refined parent personas to shape content, tone, and targeting
Technical SEO audit and fixes – prioritised by effort vs impact to strengthen site performance and user experience
Keyword and intent mapping – aligned primary and secondary keywords to the parent journey, covering awareness through to enrolment
Content audits, pruning, and gap analysis – restructured content into topic clusters to improve topical relevance and clarity
Creation of new content and optimisations – produced blogs, new location pages, and refreshed underperforming pages to support rankings and applications
Local SEO enhancements – recommendations on GBP profiles and service/location pages for “near me” and transactional terms
Internal linking improvements – built stronger connections between pages to boost authority and navigation
Content design and EEAT principles – applied trust signals, testimonials, and clear content structures to build authority
Upskilling workshops – trained the Kids Planet team on on-page SEO and local optimisation best practices
Migration and acquisition support – provided a clear process for domain and nursery acquisitions, safeguarding equity and preventing traffic loss
Ongoing consultancy and reporting – regular monitoring, strategy reviews, and presentations to secure senior leadership buy-in.

The results

+41% increase in organic sessions year-on-year, surpassing the original growth target
+43% uplift in monthly clicks and +97% rise in impressions, showing stronger reach in search
+46% more page one keyword rankings, with +55% more top three positions, driving higher visibility for vital childcare terms
Achieved page one average ranking for “nursery near me” – a key high-intent term

Significant gains in “tax free childcare” and “free nursery” related search terms after targeted optimisation
+704% increase in visits to the application form from organic search, turning visibility into measurable actions
+207% growth in completed applications (events) from organic search, proving SEO’s role in driving direct business impact
Moved from third to second place in market visibility among national competitors, strengthening brand authority.

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