How does SEO work?
Firstly, for anyone who hasn’t heard of it before, SEO stands for Search Engine Optimization.
When you have a website, it is only ever going to be visible in search engines and AI engines if it is first communicating really clearly with them. That’s where SEO comes in.
And the way you get a website to communicate clearly with search engines is a lot like the way you get a site to communicate clearly with people: you explain, in clear and simple words and pictures, what your service is, who you serve, and what makes you unique.
If you can do that, you’re already doing better than 90% of websites on the internet.
And, at its heart, SEO really is that simple.
This is why having a great website shouldn’t be an afterthought; it needs to be front and center of any ambitious nanny agency growth strategy.
Why is SEO important for Nanny Agency Businesses?
We all know that there are two main places people look when finding a nanny. The first is their own network, because nothing is more powerful or trustworthy than a personal referral.
But the second place is Google.
Even in this new age of AI search, 89% of all internet searches in the USA take place with Google.
AI search still only accounts for 0.05% of all searches in the USA, although that number is growing fast.
So it’s really important for nanny agencies to be able to show up in traditional search, at the exact moment someone is looking for a nanny.
Showing up on the first page of Google isn’t just useful in terms of the number of leads your business has the potential to generate; it’s also extremely powerful in how potential customers perceive your brand. Studies by Nielsen and Moz have shown that the higher a brand appears in search, the more credible and trustworthy people believe they are.
Attracting high-net-worth clients to your nanny agency
For a lot of nanny agencies, the holy grail is to attract high-net-worth clients, right?
And you might think that this requires more time, more effort, and an entirely different approach than ‘regular’ families who are looking for a nanny.
And it’s true, your brand certainly does have to have a premium look and feel if you hope to attract and close them, so an investment in branding and design is well spent.
But the truth is, high net worths use Google too.
And they use the same tools, and the same words to find your services as any other client.
I know this because my nanny agency clients have told me that after we started working together, they have started to receive a much more consistent stream of enquiries from high net worth people, celebrities, politicians, billionaires, and high profile people.
And they’re all coming from Google.
Not all HNWs have people in their network to receive referrals from. So one of the best ways to consistently attract high-paying clients to your agency is to make sure your website is showing up in the top search results for the things they are googling.
I’ve seen this consistently with the nanny agencies I’ve worked with; once their site is organized, and communicating with Google in a really clear way, they automatically start seeing an increase in wealthy clients contacting them.
And these are the dream clients, who often connect with you on an emotional level, and don’t bat an eyelid when you tell them your pricing.
Attracting high-quality nanny applicants
By attracting high-value families, you also suddenly have the best kind of opportunities for a nanny as well. As a nanny agency owner, you naturally want to place the best nannies in the best possible jobs!
And this is also where SEO can help.
Actually, there’s a lot more search traffic for nanny jobs than there is from clients looking to hire a nanny, so this is a little easier than finding families.
If you have great jobs available, make sure they are clearly posted on your website, so that the amazing candidates your high-net-worth families are looking for can easily see the opportunities you have available, and contact you when they’re looking for their next position.
And again, the higher you rank in a search result, the more prestige nanny candidates perceive your agency to have.
My name is Claire Ransom and I’m the Founder of Aloha Life Digital, a boutique SEO agency based in Massachusetts, USA. We are experts in SEO for nanny agencies, and we’re proud to count several APNA board members as our clients. We’ve helped nanny agencies attract high net worth clients and elite candidates by ranking in the top search results on Google for things people are actually looking for. We aren’t like a regular tech bro SEO agency. We’re female run, above average kind, and empathy is a core value of our team. If you’d like to learn more about how SEO works and the type of strategies that are proven to work, I’d love to chat with you. Feel free to book a call with me.