How a Nursery Search Site Tripled Traffic and Boosted Conversion Rates through Effective SEO Strategy

An Exemplary Case of SEO Success

In recent years, the mounting number of dual-income households has heightened the significance of finding suitable nurseries, a process referred to as "hoikatsu" in Japan. Families are increasingly turning to online platforms to connect with childcare facilities, making the dissemination of accurate information imperative. Amidst this context, Kodomon Co., which operates the preeminent nursery search site "Hoishiru," opted to implement SEO consulting services from Willgate Inc. to enhance its visibility in search results.

Defining Challenges

Kodomon faced considerable challenges on its platform, with around 12,000 pages not indexed by Google. Moreover, some pages were deemed low quality, negatively impacting both page transition and conversion rates. With only two employees managing their digital marketing efforts—dedicating approximately 20% of their time to SEO tasks—Kodomon needed an effective solution.

Implemented Solutions

To tackle these challenges, Kodomon partnered with Willgate, focusing on optimizing indexation and streamlining technical implementations. During the first two months, critical pages like listings and detail pages underwent basic SEO adjustments, including title updates, description revisions, and internal link enhancements. From the third month onwards, further modifications to the homepage and addition of subcontent to listing pages were executed in phases.

With limited internal resources, the team prioritized tasks that could be efficiently completed with minimal effort. Furthermore, direct collaboration between Willgate's consultants and Kodomon's engineers assisted in expediting implementation.

Resulting Impact

Less than six months after implementing the SEO strategies, the traffic to the site surged from approximately 50,000 to 70,000 visits monthly—a more than 40% increase. This period also saw conversion rates boost by 2.4 times. The search engine rankings for key terms such as "nursery" and "nursery search" improved drastically, achieving second place behind municipal websites.

Additionally, the knowledge surrounding SEO within the Kodomon team noticeably expanded. Team members started to approach new initiatives with an understanding of how their actions could affect site traffic, fostering a more autonomous approach to SEO maintenance.

Employee Insights

A representative from Kodomon expressed satisfaction with the consulting assistance, noting the successful realization of higher keyword rankings and increased inquiries from prospective nursery seekers. Furthermore, he appreciated the strategic input regarding AI-driven content production, showcasing Willgate's commitment to not only improving SEO rankings but also considering the company’s workload.

Future Outlook

Kodomon plans to extend its support beyond nursery systems to encompass all aspects surrounding child-rearing, including parents and local communities. By running Hoishiru, they aim to facilitate solutions for social challenges in nursery recruitment and promote environments conducive to children's growth and learning.

About Willgate

Since its founding in 2006, Willgate has supported businesses with integrated consulting services for web traffic generation through SEO. They offer one-stop solutions encompassing SEO strategy, CRO, and LLMO, assisting over 7,000 companies with their marketing efforts. Willgate believes in innovating the way businesses reach and connect with target audiences online, reaffirming their dedication to driving results in the dynamic landscape of digital marketing.