Search Engine Optimisation Case Study
An established private school required good search visibility of its new nursery opening in September 2026
Context.
Queen Mary’s is an established private school with a strong local reputation and is preparing to launch a new nursery opening in September 2026. To support the launch, they needed to ensure the nursery was highly visible online and ranking well for key local and sector-specific search terms. I was brought in to SEO-optimise the site so that parents searching for nursery provision could easily find clear, relevant information at the moment they were making decisions.
Brief.
The brief was to create a series of clear, user-friendly web pages built with SEO firmly in mind but maintaining the school’s tone of voice. This included a dedicated landing page designed to rank highly for priority keywords and support future ad campaigns, alongside supporting pages that answered key parent questions and guided them smoothly towards making an enquiry. The focus throughout was on visibility, clarity and ease – helping the nursery stand out in search results while providing a calm, informative experience for prospective families.
Scope and Execution.
To get Queen Mary’s Nursery ranking strongly on Google ahead of launch, the work began with in-depth keyword research to identify the most relevant and high-value search terms for the local area and nursery sector. From there, clear priorities were set to focus efforts where they would have the greatest impact.
A dedicated, SEO-optimised landing page was written and structured to support both organic search and future ad campaigns, with supporting copy designed to answer key parent questions quickly and clearly. Imagery across the nursery section was also optimised to improve load times, accessibility and search visibility.
To strengthen the site further, a series of linked detail pages were created to provide depth around key topics, alongside a structured FAQ page designed to support AI and voice search queries. A selection of complementary, SEO-focused blog content was also produced to build authority, improve keyword coverage and drive ongoing organic traffic.
Outcome.
The nursery section was crawled by Google within two weeks, resulting in top page results for almost every search term. The focus search terms achieved top positions or within the top 5, which for a nursery that is new to Google and as an establishment has not launched yet, is a great result all round. In the two weeks that followed the crawl, the nursery received a good amount of interest via emails, contact forms and phone calls, with some spaces reserved for September. In fact, it is almost full already despite still being in the build phase!
Testimonial.
Coming soon as the project has only just completed.