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What Google Can Teach Childcare Directors

We would like to think here at BumbleBee Childcare Software that everyone is thinking about quality childcare and simplifying waiting lists all year round, but that is just not true. At least, not according to how often people are googling childcare search terms. This should influence everything from when you should pay for Google Adwords to market your childcare center to when you send out that re-enrollment form to families.

Google Trends for Backstreet Boys

On Google, the keywords "backstreet boys" says bye bye bye to "nsync"

Google Trends (http://www.google.com/trends) is a fun tool for you to make all kinds of unscientific conclusions for just about anything. For example, say you wanted to prove for all time that the Backstreet Boys were and always will be better then ‘N Sync. Google Trends confirms what we already knew, Backstreet Boys rule.

Aside from settling old grudges, there are some legitimate teachings that childcare directors can glean from Google Trends. First, on the search term for “childcare”, you will see that predictably, it falls of by one half to one third at this time of year, the end of the calendar year. You do not have to be a childcare director to guess at the cause of that. An implication of that could be that you should budget less for Google Adwords for your childcare center during November and December.

Also, you see that the search volume spikes up in January and gradually falls of throughout the year. This could mean that you want to target your outreach programs like open houses to this time of the year when people are most interested in childcare. Or if you are the contrarian and you zig when everyone else zags, you could target those times when no one else is conducting heavy outreach for your programs.

Google Childcare Trends

Traffic on Google for the keyword "childcare" dips towards the end of the calendar year and spikes in January

A couple of things to keep in mind. The results are relative. They don’t tell you that childcare was searched for one million times. Only that whatever the average volume is that is equal to 1. Also, key words that overlap with other search terms will confuse the results. For example, brady bunch could overlap with sports celebrity Tom Brady’s dedicated fans.

Please tell me what you think? Does this line up with how many interest calls you field at your center?

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Jeff is the Director of Marketing and Co-founder of BumbleBee Childcare Software. He lives in Cambridge, MA, in the United States. You can hear more from Jeff on Twitter and Google +.

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