The catch is you have to put in the effort to get listed on hundreds, and possibly thousands, of FREE and paid directories. More importantly, these listings must be completed in a very specific way to be recognized by well-known sites, such as Google, Yahoo, Bing, and others. These local maps are similar in purpose and intent to the Yellow Pages of yesteryear; they are, of course, far more effective.
As you are claiming or optimizing your listings is it important to know that your business information must be identical everywhere! This means that if your center name is Apple Tree Child Development Center LLC. it needs to be listed exactly like that everywhere. The following are not considered the same business by search engines: Apple Tree CDC, Apple Tree Early Learning, Apple Tree Child Care, Apple Tree LLC.