Happy Sprouts Early Learning SEO — +25% Clicks and +38% Impressions Across 3 Centres
How PMGS helped a family-owned multi-location childcare provider grow organic clicks, impressions and local visibility in Craigieburn, Beveridge and Greenvale.
+25% Clicks | +38% Impressions | 1,444 Queries | 74 Pages in Search
Client overview
The Client
Happy Sprouts Early Learning is a family-owned childcare and kindergarten provider operating three purpose-built centres across Melbourne's northern growth corridor in Craigieburn, Beveridge and Greenvale. Led by a husband-and-wife team, Happy Sprouts provides high-quality early childhood education and care for children aged 6 weeks to 6 years.
The organisation is a fully accredited early childhood education provider with programs guided by the Victorian Early Years Learning and Development Framework (VEYLDF) and the national "Belonging, Being, Becoming" philosophy. Happy Sprouts differentiates itself from corporate childcare chains through higher staff-to-child ratios, sustainable infrastructure including solar panels and vegetable gardens, and a dedicated parent communication app for real-time updates.
Their services include long day care, government-approved 3 and 4-year-old kindergarten programs, nursery programs, toddler programs and school readiness programs.
The Challenge
Despite offering premium early learning services across three locations in rapidly growing suburbs, Happy Sprouts faced several SEO challenges that were limiting their online visibility and ability to attract new families.
Key challenges
- Multi-location SEO complexity — Coordinated visibility needed across Craigieburn, Beveridge and Greenvale so each centre page ranked for its local area
- Low non-branded visibility — Branded terms performed well, but high-value queries such as "childcare near me" (1,711 impressions, 9 clicks) and "childcare in beveridge" (599 impressions, 8 clicks) underperformed
- High impressions, low CTR — 56.9k impressions but only 864 clicks in the previous period (~1.5% CTR), indicating meta titles and descriptions needed improvement
- Indexation gaps — 43 pages not indexed out of 100 known pages, limiting full search potential
- Competitive local market — Northern Melbourne childcare is crowded with independents and corporate chains competing for the same visibility
- Location pages outside top 10 — Beveridge childcare page (position 13.6) and Craigieburn page (position 23.9) sat below the first-page fold for many local searches
The PMGS Strategy
PMGS Digital Marketing developed a comprehensive multi-location SEO strategy tailored to the unique needs of a childcare provider operating across three Melbourne suburbs.
Strategy pillars
1. Multi-Location Local SEO
Location-specific SEO for each centre: optimised Google Business Profiles for Craigieburn, Beveridge and Greenvale, NAP consistency audits, local citation building and location-specific content for local pack and map visibility.
2. On-Page Optimisation
Meta titles and descriptions optimised across key pages with emphasis on CTR for high-impression URLs. Each location page received locally relevant copy, structured headings and suburb-specific keywords.
3. Content Strategy for Childcare Keywords
Targeted content to capture non-branded demand across all three locations — e.g. "childcare in beveridge", "kindergarten craigieburn", "early learning greenvale" and broader terms such as "childcare near me".
4. Technical SEO & Indexation
Technical audit to address 43 non-indexed pages, crawlability fixes, sitemap optimisation and priority URL submission in Google Search Console.
5. Google Business Profile Optimisation
All three centre profiles aligned with consistent information, service descriptions, photos and regular posts to improve local visibility and traffic via GBP landing pages.
6. Schema Markup Implementation
Local business and childcare-oriented structured data on centre pages to improve result appearance and clarify services, locations and hours to Google.
The Results
Within the first 3 months of implementing the PMGS SEO strategy, Happy Sprouts Early Learning achieved significant improvements across key metrics. 1,444 search queries generated visibility, 74 pages appeared in Google Search results, and 57 pages were indexed (trending upward from the prior period).
Overall performance
Google Search Console — last 3 months vs the previous 3 months (same window as the performance chart).
Baseline
Previous 3 months
Reporting
Last 3 months
Total clicks
Was
864
Now
1,080
+25%
Total impressions
Was
56.9K
Now
78.6K
+38%
Average position
Was
21.9
Now
21.1
0.8 pts better
Average CTR
Was
1.5%
Now
1.4%
Stable
Top & emerging queries (3-month period)
Search terms with the strongest movement in the comparison window.
- 1
happy sprouts beveridge
166 clicks (up from 108, +54%), position 2.3, 17% CTR
- 2
happy sprouts
144 clicks (up from 97, +48%), position 4.9, 10.6% CTR
- 3
happy sprouts greenvale
102 clicks (up from 77, +32%), position 1.3, 25.2% CTR
- 4
happy sprouts craigieburn
45 clicks (down from 73), position 1.8, 12.1% CTR
- 5
happy sprouts early learning
34 clicks (up from 24, +42%), position 6.1, 27.2% CTR
- 6
happy sprouts early learning childcare beveridge
22 clicks (new query, 0 previously), position 1.1, 24.2% CTR
- 7
childcare near me
9 clicks, 1,711 impressions, position 5.7 — high-volume keyword, strong top-6 position
- 8
childcare in beveridge
8 clicks, 599 impressions, position 22.1 — local keyword gaining traction
- 9
kool kidz greenvale
15 clicks, 123 impressions, position 4.9 — competitor term capturing traffic
Top performing pages (3-month period)
URLs that gained the most organic clicks in the same period.
- 1
Homepage (happysprouts.com.au)
243 clicks, 37,695 impressions, 0.6% CTR, position 22.0
- 2
GBP Craigieburn landing
192 clicks, 6,861 impressions, 2.8% CTR, position 6.0
- 3
GBP Beveridge landing
181 clicks, 10,114 impressions, 1.8% CTR, position 3.2
- 4
Beveridge childcare page
148 clicks, 10,492 impressions, 1.4% CTR, position 13.6
- 5
Greenvale childcare page
126 clicks, 7,454 impressions, 1.7% CTR, position 19.8
- 6
GBP Greenvale landing
75 clicks, 2,465 impressions, 3% CTR, position 5.3
- 7
Careers page
35 clicks, 945 impressions, 3.7% CTR, position 8.3
- 8
Craigieburn location page
31 clicks, 7,363 impressions, 0.4% CTR, position 23.9
Key highlights
Organic clicks rose 25% (864 to 1,080) and impressions 38% (56.9k to 78.6k), with average position improving from 21.9 to 21.1. Brand queries for all three centres strengthened, including a new high-intent phrase for Beveridge childcare. Non-branded visibility improved for "childcare near me" and "childcare in beveridge", while GBP landing pages drove a large share of qualified local traffic.
What the Client Says
Since working with PMGS on our SEO, we have noticed a significant increase in enquiries coming through our website from local families. All three of our centres are now appearing prominently in local search results, and the growth in online visibility has directly contributed to increased tour bookings and enrolments across Craigieburn, Beveridge and Greenvale.
Shan J
Happy Sprouts Early Learning
The Journey
Month 1-2: Technical Audit & Multi-Location Setup
- Comprehensive technical SEO audit of the full website across all three centre pages
- Identified 43 non-indexed pages and prioritised key location and service pages for indexation
- Sitemap restructure and resubmission to Google Search Console
- Google Business Profile audit and optimisation for all three centres (Craigieburn, Beveridge, Greenvale)
- NAP consistency audit across online directories and citations
- Core Web Vitals assessment and recommendations
Month 2-3: On-Page Optimisation & Content Strategy
- Meta title and description optimisation across key pages with location-specific targeting
- Content improvements for each centre location page with locally relevant information
- Internal linking strategy connecting centre pages, program pages and enrolment pages
- Schema markup implementation for local business and childcare services
- Blog content strategy development targeting non-branded childcare keywords
Month 3+: Ongoing Growth & Local Expansion
- Continued monitoring of indexation improvements
- Tracking keyword position movements for target local childcare queries
- CTR optimisation for high-impression, low-click pages (homepage, Craigieburn page)
- Expanding content targeting for non-branded keywords (childcare near me, kindergarten Beveridge, early learning Greenvale)
- Google Business Profile posting schedule and review management
- Monthly GSC performance reporting and strategy refinement
Services Used in This Project
- Local SEO (Multi-Location)
- On-Page Optimisation
- Technical SEO
- Content Strategy & Optimisation
- Google Business Profile Optimisation (3 Locations)
- Schema & Structured Data Implementation
- Google Search Console Monitoring & Reporting
- Meta Title & Description Optimisation (CTR Focus)
- NAP Consistency & Citation Management
- Internal Linking Strategy
- Indexation Management
More Results Like This
Explore more PMGS work across local SEO, multi-location SEO and the childcare sector.
Want Results Like These for Your Business?
If your childcare centre or multi-location business is struggling with poor local rankings, low click-through rates or inconsistent visibility across locations, PMGS Digital Marketing can help. We specialise in multi-location local SEO, technical SEO and data-driven strategies that deliver measurable improvements to your organic search performance. Get in touch for a free SEO audit and discover how we can improve your search visibility and drive more qualified enquiries to your centres.
