Successful SEO for schools improves visibility and accessibility. This way, targeted search engines like prospective students and parents can connect with you.
SEO is essential to your marketing strategy to increase your school’s enrollment and rank higher in competitive education marketing.
But how will this strategy work? At this point we will clarify two topics to answer this question.
- What does SEO really mean for schools?
- The best SEO strategies for schools and educational institutions
What does SEO really mean for schools?
Your school’s website must be accessible and accessible to searchers. SEO for schools and educational institutions ensures that you will be there when people are looking for you.
In addition, students and families are meticulous during the decision-making period. They will search
- options information,
- answers to their specific questions,
- latest educational trends etc.
At this point, your website can serve as a source of information. That’s why an SEO strategy for schools becomes the backbone of your education business.
Search engines aim to provide people with relevant and accurate content. Thus, search engine algorithms (such as Google) measure the relevance and popularity of your website against basic ranking factors that are constantly changing. Therefore, you should update and develop your SEO according to current search engine evaluations.
There are basic digital marketing strategies you can follow to improve search performance and ultimately SEO.
The best SEO strategies for schools and educational institutions
While SEO is crucial for schools and educational institutions, there are many ways to improve your SEO. Even your SEO optimization needs to be updated regularly as search engines often change their ranking criteria.
There are important strategic points that you can follow. These are:
- Keyword research
- Unique content
- Engaging your prospects
- Connection strategy
- Meta descriptions
- Effective blog
- Local SEO
- Website adapted to mobile devices
Now we can take a closer look at these points.
The foundation of SEO for schools is finding relevant and appropriate keywords for your institution. Search engine results are linked to these keywords because your prospective students and their families use keyword search engines to find your school.
Significance can be viewed as 71% of sellers use strategic keywords as the basis of their SEO strategy.
Google Keyword Planner can help you see keywords with high search volume. But this is not enough. You shouldn’t choose these keywords just because of their high ranking. The key is to find keywords that are most relevant to your school’s offerings.
You should be more specific and authentic about what your institution and programs promise to searchers. Using these keywords will allow you to reach your target search engines more effectively and your rankings will increasing SERPs.
Moreover, once you decide on your relevant keywords, you should use them effectively. Be sure that your titles, headings, body text and image alt texts on all key pages of your website include these keywords.
Unique pages require unique content, which is an essential part of an SEO strategy for schools.
The first step to uniqueness is to create interesting, relevant, informative and keyword-targeted content on your school’s website.
To reach your audience, you should understand what they are looking for when they are on your site. You can do this through keyword research. Understanding your audience’s behavior allows you to create unique and targeted content. This way you can choose your specific keywords to place on your pages that will be accessed.
Search engines have special algorithms that ignore and even penalize pages that are not unique and authentic. So having rich content and not having duplicate pages on your website is key. You should avoid repetitive content throughout the website as well.
Engaging your prospects
The design of your website is as important as the content on it. Therefore, you should optimize your website to reach potential students and engage them in your educational institution.
As we all know, first impressions are crucial. Your website makes the first impression on your target audience and the opportunity to stand out from all your competitors. After searching the internet, your potential clients will click on your website and get to know you.
Impressive web design attracts prospective students and makes them spend more time on your website and be more interested and engaged with your content.
Your web design should help users find the content they’re looking for and make it easy, not complicated. For example, a well-organized menu and search bar are essential for your users. Make sure your users don’t get lost on your website; help them get to the page they want.
You’ll also attract the attention of search engines by developing a user experience on your website. Optimized navigation, clean links, fast page loading and clear guidelines are factors that search engines take into account when ranking. Therefore, you should be careful in developing your website architecture to increase your school’s SEO.
Helpful tip: You can use calls to action (CTAs) with links to apps or forms on your website to attract potential customers. These CTAs should be clear and straight to the point to increase your engagement and user experience.
There are three ways of building links to evaluate your SEO: internal links, external links, and backlinks. The first, internal links, are the links you provide to internal pages of your website. Providing internal links to your relevant pages
- keeps users on your website longer and
- it gives them a coherent vision of your institution.
At this point, give the opportunity to anchor text which means linking keywords to your other pages; this affects your SEO ranking.
External links in your content are also important. These links direct users to other websites that may be resources about your department or program pages, blogs, or faculty websites. These links prove that your content is researched, reliable and valuable to search engines.
However, remember that these external links should connect users to reputable, reliable and authoritative websites.
Another link building strategy for your SEO is backlinks. Backlinks are links that direct readers to your website through links on other websites. These can be educational blogs or other institutions you collaborate with. Backlinks are essential to increase traffic to your website and provide you with a higher search ranking.
Another SEO strategy for your educational institutions is meta descriptions. A meta description is a short paragraph that search engines see in Google search results.
Prospective students and their families consider these descriptions, so they must be attractive, relatable, and keyword rich.
In the meta description of your website, you can use specific keywords relevant to your school and your institution’s unique offerings.
This will make it easier for search engines to match your content with the query and helps you reach more potential students to target.
A blog on your website is a fantastic way to have relevant and live content that search engines care about when ranking. Search engines love fresh and relevant content, and a blog is the best way to do that on a regular basis.
Moreover, prospective students and their parents are willing to learn more about your school. They may have questions about what you specifically offer them about their career, higher education, social life, scholarships, educational news, etc.
Your blog is the address to which they will receive responses so you should provide easy access to your blog on your website.
Since 46% of all searches on Google you are looking for local information, localization is key for all types of business. This is also a benchmark for educational institutions.
When prospective students search for schools in a specific location or region, local SEO for schools ensures that if your school is in that region, you will be in the search results.
Local SEO can be improved with specific and related keywords to your school. For example, you should make sure you have location-specific keywords in your website content. Moreover, Consistency in your NAP (name, address and phone number) is key to your local SEO.
You should add them to your website according to the Google format. In addition, search engines require a website that includes all information about your school.
Website adapted to mobile devices
To reach prospective students, you should make sure your website is mobile friendly because about half web traffic comes from mobile devices. What’s more, most students have been using their mobile devices to search for years, and providing an easy user experience is critical to your SEO.
A mobile-friendly website will allow users to access your website on all their devices and wherever they want. This will generate traffic to your website and directly improve your school’s SEO.
You can check the status of your website on Google Test for compatibility with mobile devices. This test will detect basic technical issues and errors in your website that are not compatible with mobile devices.
An SEO strategy for schools and educational institutions is important for visibility and enrollment. While search engine criteria is constantly changing, there are basic strategies that can improve your SEO.
Specific keywords, unique content, engaging your prospects, linking strategy, meta descriptions, useful blog, local SEO and your mobile friendly website will put you one step ahead in competitive education marketing.
You can also get help from proven marketing agencies for education. These agencies can guide you in determining your strategy and how to successfully improve your SEO. They are respectable and valuable here educational marketing agencies in the USA and UK.