Aplomb Day Nursery Local SEO Portfolio
Trusted Childcare, Easily Found Online
Aplomb Day Nursery is a trusted early-years childcare group in London, caring for children from 3 months to 5 years. It had an excellent offline reputation but was hard to find online. I started its local SEO in January 2019, when it had just one nursery.
Key Highlights
🏆 1 nursery to 3: Aplomb opened 2 new branches after I started, in Greenford (Perivale), Palmers Green and West Hendon today.
📈 Up 158.9%: Google Business Profile interactions in January 2024 compared with January 2023.
📞 Up 81.1%: interactions for one branch over December 2023 to January 2024 (509 calls, website clicks and direction requests).
🤝 Working together since January 2019, with every new branch set up for Google Maps from day one.
The Problem
When a parent searches "day nursery near me", they usually choose from the first few places on the Google Maps results. If your nursery isn't there, they call someone else. When I first reviewed Aplomb, these issues were holding it back:
🔴 The Google Business Profile was incomplete, with missing details, weak descriptions and few photos.
🔴 There was little presence on local directories and citation sites.
🔴 Name, address and phone number (NAP) were inconsistent across listings, which weakens trust with Google.
🔴 Geo-targeted keywords, such as the area name with "day nursery", were missing.
🔴 The website lacked local content and structured data (schema markup).
🔴 Competitors dominated the Google Maps top results, especially in peak school-search seasons.
What I Did
🟡 Fully set up the Google Business Profile for each branch: categories, services, photos, description, and questions and answers.
🟡 Made NAP identical across every listing and directory.
🟡 Built local citations on childcare and UK business directories.
🟡 Used the words parents actually search for, such as "day nursery" and "preschool" with the area name, in the profiles and on the website.
🟡 Added LocalBusiness schema markup to the website.
🟡 Asked parents for reviews and helped reply to them.
🟡 Checked Google Business Profile reports and Search Console every month, and changed the plan when something wasn't working.
The Results
These figures come from Google Business Profile reports I saved. Each row is one profile and one period.
What Google showed | Period | Compared with last year |
|---|---|---|
509 Business Profile interactions (one branch) | Dec 2023 to Jan 2024 | Up 81.1% |
440 Business Profile interactions (another branch) | Dec 2023 to Jan 2024 | Up 19.2% |
497 Business Profile interactions | January 2024 | Up 158.9% on January 2023 |
965 people viewed the Business Profile | January 2024 | Up 40.5% on January 2023 |
210 searches showed the Business Profile in search results | January 2024 | Up 33.8% on January 2023 |
Interactions are calls, website clicks and direction requests. These figures come from different profiles and periods, so they shouldn't be added together. Google can change how it counts, and results differ for every nursery.
Glimpses of My Local SEO Efforts
Why It Works
Local SEO isn't a quick fix. Each Aplomb branch got the same steady treatment: a complete profile, consistent listings, parent reviews and local keywords. The nursery earned the trust of parents, and I earned the trust of Aplomb.
Want This for Your Nursery?
I'll check where your nursery shows up on Google Maps and tell you what I find. It takes a 15-minute call. Book a free 15-minute call, read about SEO for preschools, nurseries and daycares, or see my other case studies.