From ‘invisible’ to the top of the first page of Google: A Case Study on The Nanny Collective

How the team at SEO for Small Business Australia helped a niche market micro-business gain a strong presence at the top of the Google search rankings.

When the Nanny Collective began working with Bill Vasiliadis in 2016 the company’s website had minimal organic visibility.

The company offers a variety of recruitment services to people who employ nannies. This is a niche, but growing market, and as time goes on, the company is beginning to expand its services across the entire ‘home services’ spectrum.

While much of its business comes from word-of-mouth, the company, like most small businesses, sees the strategic sense in investing in digital marketing.

Based in Sydney, the Nanny Collective offers services Australia-wide, so the key to attracting new clients in other states is having a strong brand presence online.

The strategy

The first step to creating that strong brand presence was keyword research to discover the phrases people are searching by, relevant to the services the company provides. Once the research was complete, the team from SEO for Small Business Australia set about devising a number of other strategies including:

• On-page optimisation: This often requires a full audit to make sure that the site is ‘user-friendly’ and will include a check on things such as content style, and readability, whether the site is easy to navigate, and how it works on mobile platforms .. etc.
• Technical SEO: This refers to the technical aspects of the site to improve SEO so that the site functions at its optimum.
• Off-page tactics to build authority: This includes social media and other strategies to build credibility and a wider audience.
• Content strategy: Content is king and will remain so with Google, so it is important to keep content original, fresh and informative.

With all of these components working well together, the results have been excellent.

The results

Now the Nanny Collective is consistently ranked 1-3 on Google for main key search phrases such as ‘nanny agency’, ‘nanny agency Sydney’, ‘nanny services’, ‘nanny services Sydney’, and so on for many more.

• Organic traffic has increased by 1,800%
• Organic conversions have increased by 1,700%
• Overall traffic has increased by 640%

The Nanny Collective is very happy with the results.

“Bill helped my website move from practicality invisible on Google to the top of the first page. We are so happy with his continued service and support over the years. I highly recommended his service for all small businesses looking to gain more exposure,” says business owner Daria Jelcic.

Partnering for the long-term

“What we say time and again to clients is that you can get quick runs on the board, meaning visibility, with SEO strategies, but to build a strong brand presence which consistently ranks with Google takes time,” explains Bill Vasiliadis.

“This is not just about building a good-looking website with lots of informative content, it’s about navigating the changes that Google puts into place on a regular basis.

“Google’s function as a search engine is to direct people to the most relevant and useful website pages based on their queries. It takes this function very seriously, and, so, it has built a number of criteria that help it to determine ‘trusted’ websites and bad ones. It’s vital to remain up to date with changes and adapt accordingly.  

“It’s been great to work with the Nanny Collective because Daria knows this is a long-term game, and she understands that we can’t just ‘set it and forget it’. We are constantly working on a number of different pieces of the strategy to ensure we stay at the top of the rankings.

Any final advice?

“Small businesses really need to embrace the power of the internet, says Daria Jelcic.

“It’s an incredible tool for attracting new customers, and growing your business,  a very cost-effective way to get your brand known in the marketplace. Just make sure you choose a good SEO partner.”

Testimonial from The Nanny Collective

Bill at SEO for Small Business Australia helped my website move from practicality invisible on google to the top of the first page. We are so happy with his continued service and support over the years. I highly recommended his service to all small businesses looking to gain more exposure. ~ Daria Jelcic @ The Nanny Collective