From Google to AI: How Parents Are Finding Childcare in 2025

The Search Shift You Can’t Ignore

For years, when parents needed childcare, their first step was simple: they Googled it. Whether they typed “daycare near me” or “best preschool in [city],” Google search results determined which centers got clicks, tours, and enrollments.

But in 2025, there’s a major shift happening. Parents are no longer just relying on Google — many are turning to AI tools like ChatGPT to ask questions about childcare. This change is rewriting the rules of online visibility. If your center doesn’t adapt, you risk being invisible to the next wave of families searching for care.

Google Organic Search: The Familiar Playbook

When a parent searches on Google, here’s what happens:

1. They type in a keyword (e.g., “daycare with flexible hours”).

2. Google shows them 10 blue links, a map, reviews, and ads.

3. The parent scrolls, clicks, compares, and eventually reaches out.

Success here depends on:

• Your Google Business Profile

• Reviews from happy families

• A website optimized with the right keywords

• Consistency across the web

For years, mastering Google has been the key to showing up in parents’ searches without paying for ads.

Enter AI Search: The New Reality

Now imagine this:
A parent opens ChatGPT and asks:

“What’s the best daycare in Laval with outdoor play and a family-like environment?”

Instead of 10 links to sort through, ChatGPT gives them a single, clear answer — and parents love it. It’s faster, feels more personal, and saves them research time.

But here’s the catch: If your daycare isn’t mentioned online in a way that AI recognizes, your center won’t show up in that answer.

Why This Matters for Childcare Owners

AI search is different from Google in one crucial way:

• Google: Parents see multiple options and compare.

• AI: Parents often trust the single answer given.

That means being left out of AI’s answer could mean losing a family before you even get a chance to talk to them.

In the coming years, this shift could be as big as when parents stopped looking at the Yellow Pages and moved online.

How AI Decides Which Daycares to Show

AI tools like ChatGPT don’t just guess — they pull from information already available online. To be included, your center needs to show up as trustworthy and relevant.

Here’s what AI looks for:

1. Updated Websites: A site that answers parents’ real questions.

2. Google Reviews: Signals of trust and happy families.

3. Consistent Info: Name, address, phone number matching across platforms.

4. Content That Reads Like Parents’ Questions: AI loves Q&A-style content that matches how parents ask for help.

Practical Steps to Prepare for AI Search

1. Update Your Website

Your website is no longer just for parents — it’s also for AI. Write your content in a natural, conversational way, answering parent FAQs like:

• What’s your daily routine?

• Do you offer part-time care?

• What safety measures do you follow?

The more you write like parents talk, the easier it is for AI to recommend you.

2. Collect Reviews

Parents trust reviews, and so does AI. Make asking for Google reviews a routine part of your enrollment and graduation process. Even 1–2 fresh reviews a month make a big difference.

3. Show Up Consistently

AI checks your credibility by comparing details across platforms. If your website says one phone number but your Facebook page says another, it weakens trust. Do a quick audit and make sure everything matches.

4. Create Helpful Content

Don’t just post “cute pictures” — post content that helps parents make decisions.
Examples:

• Blog post: “Is Montessori Right for My 3-Year-Old?”

• Facebook FAQ: “What to Ask When Touring a Daycare”

• Instagram carousel: “Top 5 Benefits of Outdoor Play in Early Childhood”

This is the type of content AI looks for when answering parent questions.

The Future of Parent Search

Parents won’t stop using Google tomorrow — but AI is here to stay. The centers that get ahead now will be positioned as leaders when parents increasingly rely on AI tools for trusted recommendations.

Think of it like this:

• In the early 2000s, centers that built websites before others had a massive advantage.

• In the 2010s, centers that collected reviews and used Facebook dominated their local search.

• In the 2020s, centers that prepare for AI search will win the next wave of enrollments.

Your Action Plan for This Week

1. Log into your Google Business profile → upload 3 new photos.

2. Ask two happy parents for a Google review.

3. Write one blog post or Facebook note answering a parent FAQ.

4. Check your website, Facebook, and Google profile → confirm phone/address all match.

These small steps not only boost your Google search ranking, but also prepare you for AI search visibility.

The future of search is changing fast — don’t get left behind. Families are already asking AI about childcare. The question is: will your center be part of the answer?

Christina Rizakos

Certified Digital Marketing Strategist