You’re likely familiar with search engine optimization (SEO) basics, but have you considered its effectiveness in the education industry? With the rise of online learning — and tech-savvy students’ use of the internet to make informed decisions about their academic careers — SEO has become essential to any successful marketing strategy.
However, as with any marketing tactic, there are challenges to implementing SEO in the educational sector. From standing out in a crowded digital landscape to competing for keywords, how can content marketers implement strategies without feeling overwhelmed? Here’s all you need to know about creating an effective SEO plan.
The Benefits of Using SEO in the Educational Sector
SEO can yield numerous benefits for educational institutions:
● Increased website traffic: You attract more visitors by ranking higher in search engine results pages (SERPs).
● Boosted credibility: Ranking higher in SERPs increases an institution’s credibility and authority in the eyes of potential students and their families.
● Improved user experience: SEO involves more than creating valuable content and ranking for keywords. Optimizing website structure and design matter, creating a better user experience and resulting in higher engagement.
● Greater brand visibility: An institution can increase brand awareness and visibility in search engines by optimizing content for relevant keywords.
Strategies to Simplify SEO for Education Marketers
In one Hubspot report, 71% of marketers stated that strategic keyword use is their primary strategy for SEO. Implementing fundamental SEO strategies will ensure your institution’s online presence is accessible to your target audience.
1. Conduct Keyword Research
Keyword research is a crucial first step in any education SEO marketing strategy. This tactic involves identifying keywords and phrases potential students use when searching for educational institutions online.
The first step in conducting effective keyword research is listing potential keywords and phrases related to the institution. Consider the programs offered, its location and the unique features that set it apart from other schools.
Once you identify potential keywords and phrases, ensure you leverage keyword research tools to understand how often they’re searched for and their level of competition. Some popular ones include Google Keyword Planner, SEMrush and Ahrefs.
2. Create Valuable Educational Content
Content creators understand how valuable, branded information is essential to building trust, establishing the institution as a thought leader and attracting prospective students to apply. One key consideration when creating content for SEO is user intent.
Users leveraging search engines to discover content typically seek answers to questions or information on a particular topic. Educational institutions can create valuable information that provides tips or offers in-depth insights.
However, keeping the keyphrase and the user’s goals centered in the post is important. Consider your audience’s questions and create content surrounding them to help them meet their end goals.
3. Build High-Quality Backlinks
Backlinks are key to building a vote of confidence with search engines. The higher the quality of your content, the more likely it is for other websites to link to it. As a result, you can improve your search engine rankings and build traffic this way.
Aside from creating insightful and informative content, guest posting is another pivotal way to build backlinks. Consider other sites relevant to your industry where you can write blog posts that link to your site. This method can be a quick way to build authority with search engines.
You can also use social media for building backlinks. Sharing content on various platforms attracts the attention of other websites and bloggers who may link to it.
4. Focus on Local SEO
Local SEO is an excellent practice to increase an institution’s visibility in the community. Optimizing for local keywords can attract more families and students to your website. Consider using site-specific keywords so search engines understand your site is relevant to local searches.
For example, suppose the institution is a language school in New York City. You can optimize the website to include local keywords such as “language school in NYC,” “learn English in New York” or “language classes in Manhattan.”
You can even create content including local landmarks and attractions like “10 Reasons to Learn English in Times Square” or “The Best Language Classes Near Central Park.”
Including these keywords in your website’s title tags, meta descriptions and throughout content can improve your search engine rankings for local searches.
5. Use Data-Driven Insights to Improve SEO
Education content marketers need to understand how their website performs in search engines. Analyzing your website’s data provides valuable insights into how your audience interacts with your content.
That’s where you must use tools such as Google Analytics to monitor key performance indicators like traffic, bounce rates and time spent on the page. This information is essential to identify critical areas where your website’s content needs improvement.
Another way to analyze information is by using A/B testing. Testing different versions of your webpages will show which elements are most effective in improving SEO.
SEO: An Essential Marketing Strategy for Educational Institutions
SEO is only one piece of the educational sector’s marketing puzzle. However, it’s a highly effective strategy that managers can use to attract students, improve their online presence and stand out. Consider combining these methods to create a powerful SEO marketing plan and drive results.
