Chiltern House Preschool is named after Julia Gabriel’s parents’ home in England. It offers full childcare services within a comprehensive preschool curriculum.
Every quarter, Chiltern House Preschool will have an ‘Open Week’ for parents who are choosing a preschool to find out more about the school’s curriculum as well as tour the premises.
The response to ‘Open Week’ plays a key role in the number of yearly enrolments in Chiltern House Preschool.
Multi-Channel Marketing to achieve
a low average cost per lead of $45
Strategies adopted:
1. Set up conversion tracking
To ensure the accuracy of leads, conversion tracking events have been added to their website. Additionally, we set up call tracking to ensure that phone enquiries are correctly tracked too.
2. Facebook Marketing
Conducted A/B testing to identify the best creatives and angles for various ads. Various targeting options were also tested, including generic interest targeting and lookalike audiences.
3. Google Search Engine Marketing
Developed a structured theme of Google keywords to increase their visibility, reach out to more parents and boost lead quality.
4. Tiktok Marketing
Expanded our reach and raised brand awareness by brainstorming and creating TikTok videos aligned with current trends and brand guidelines.
On TikTok, we achieved a low Cost Per Thousand (CPM) of $3.89 while increasing awareness for their Open House campaign. During their Open House campaign, we created a walkthrough video that was native to the platform and integrated seamlessly into viewers’ feed without being too disruptive.
We also used a catchy audio that was trending on TikTok to further magnify the ad’s impact. The new ad average watch time per person became 8.05s (usual 3.33s) and we also achieved a low CPC of $0.53 for the Open House campaign.
Detailed insight report on how the campaigns performed every month via a real reporting dashboard with fully transparent performance insights of each marketing platform.
They gain more in-depth business intelligence through every advertisement and keyword in their campaign, which allows them to create a more cohesive and actionable picture of their business.
VISIBILITI ran Search Engine Optimization campaigns with Chiltern House from 2015 to 2023, an EduDrama® childcare institution that believes in excellence in education through a dramatically different learning journey.
Issues identified:
- Low organic traffic and conversions for the brand due to low brand awareness.
- Conversion tracking of goal completions was not set up before SEO campaigns began so the attribution of leads from different channels was unclear.
- Competitive industry with many other strong competitors in the space.
- Unable to rank for keyword themes that Chiltern House wanted to be found for before the SEO campaigns with VISIBILITI began.
Google Search Results Page 1 & 2 rankings for Childcare, Preschool and Kindergarten keywords
SEO Strategies adopted:
1. Targeted Keyword Research
We carried out keyword research to identify the keywords that were converting well and focused on them. Having identified the keywords, we separated them by their keyword match types/themes.
2. Content Optimization and Reviewing
Updating a website’s content on a regular basis is part of Google’s organic ranking algorithms. Coined the ‘Google Freshness Update’, this algorithm update promotes webmasters to focus on providing users with ‘fresher, more recent search results‘.
Together with Google’s published Quality Raters Guidelines, it is crucial that websites create content that have “E-E-A-T,”: “Experience, Expertise, Authoritativeness and Trustworthiness.” We shared recommendations and strategies on improving the content on the Chiltern House website to improve the on-page content of the website.
We also implemented a blog strategy that helped Chiltern House demonstrate their Topical Authority, or “E-E-A-T” in the childcare industry which further helped with their SEO Performance.
3. Effective Off-Page Optimization
Implemented a tailored Off-Page Optimization strategy for the Chiltern House website, targeting important programmes pages to drive traffic and keyword ranking improvements.
This grew the backlink profile of the website and sends signals to Google that the website’s content is relevant, useful, and authoritative. This also allowed Chiltern House to rank better and keep above competitors thanks to the good quality and number of backlinks received thanks to the custom strategy.
4. Resolving Website Accessibility and HTTP Errors Found
The health of a website is of utmost importance and one way to ensure this is through quality Technical SEO audits and fixes. Every website is different, and a Full SEO Audit gives us a tailored view of how well your website is doing in Google’s eyes.
It’s no secret that Google loves and rewards healthy websites with good performance. We constantly monitor and keep the website healthy using tools such as ScreamingFrog and Google Search Console.
27% increase in Organic Traffic with Effective SEO Strategies
Successful Results:
In our campaign that started in 2022, we were able to increase the number of organic sessions on the website from by 27.66% from 1,377/month in the previous year to 1,817/month.
We also continued to see consistent organic traffic increases each SEO campaign ranging between 15% to 27% for Users, New Users and Sessions.
| Organic Traffic Performance (UA + GA4) | 26.66% increase 13,810 (vs 10,905) |
| Organic Sessions Performance | 27.66% increase 21,083 (vs 16,514) |
| Organic Engaged Sessions Performance | Overall Increase 5,005 (vs no data comparison on UA) |
Keyword rankings also saw improvements with many keywords entering Page 1, 2, and 3. At the time of this writing, many of these keywords are still ranking well currently, under competitive keyword themes related to:
- Child Care
- Preschool
- Nursery
- Kindergarten
Note: Specific keyword terms have been omitted due to privacy and confidentiality reasons.
For over 8 years, Chiltern House & VISIBILITI have continued to work closely together throughout each SEO campaign to bring out the best possible results and insights.
We actively work towards achieving valuable leads and traffic to the website and look forward to many more years of good camaraderie with Chiltern House.