Search is the largest source of online traffic, pushing forward well over half of the web traffic in most industries. Therefore, as a higher education professional, you should give your website the best chance of standing out from the competition by aiming for a higher ranking on the search engine results page (SERP).
Anyone marketing a higher education institution can benefit significantly from search engine optimization (SEO) to improve the quality and quantity of their site’s traffic. Implementing a strong SEO strategy for higher education is the best way to attract more quality leads to your website, including potential students and donors for your institution.
In this blog, we will discuss some specific SEO strategies that will help you increase college enrollment rates through improvements to your website.
From our experience as an SEO agency for higher education, we’ve listed below three SEO strategies that will help you increase college enrollment through your website. We’ll begin by discussing the importance of the student journey and how relevant that is in terms of gaining insight into enrollment and retention. Then, dive into the importance and role of content strategy and other SEO factors for improving your website. Carefully follow each strategy provided below in order to best represent and promote your website.
The first strategy you could implement is understanding the student journey in order to gain insight into ways you can improve students’ experiences as they interact with your higher education institution across various channels. Ensure that your institution’s marketing and recruitment efforts are following the student enrollment cycle by creating a map of your student’s journey to enrollment and identifying some critical touchpoints.
To identify the above-mentioned touchpoints, you must consider all steps your leads go through as they engage with your university or college, online and in person. Think about how students hear about your institution, how they learn more about the study programs and courses offered, generally engage online, and get in touch with admissions. The student journey map created is similar to the typical sales funnel marketing models that study the awareness stage, consideration, and, finally, the decision-making process.
Track each touchpoint through web analytics as you analyze your site’s traffic to gain insight into how students interact with specific areas of your site and what information they are seeking. You can also utilize surveys and focus groups at major touchpoints in order to evaluate the students’ experiences at different stages of interacting with your institution through their journey.
Once you have gathered data about your students’ conversion journey, you can strategize about possible improvements. Address gaps on your student enrollment journey and fix the problems discovered. This way, you will prioritize student satisfaction and build your institute’s reputation as a student-first college or university.
Embrace SEO to ensure your target audience can easily find your higher education institution when searching for it or other relevant terms, and provide higher quality content that attracts the right audience and increases opportunities for enrollment.
In order for your higher education institution to stand apart from the thousands of other colleges and universities, you must also employ an effective content strategy in terms of development as well as marketing. This way, you can ensure that the content you create is creative, current, accurate, and appropriate for your target audience.
It is essential that you create quality content in order to attract prospective students to your site and provide them with all the information needed to convince them that your college or university is the ideal fit for their academic needs. In order to present relevant content, you must first know your audience. Therefore, it is important that you identify your audience and their needs so you can then target each one with relevant content. In addition, it would be best to make your content accessible in different channels to ensure that communication with your target audience is seamless in all cases.
On top of determining your target audience and the type of content they seek, you must also make sure that you stay up to date with trends so that you can update and adapt your content accordingly. Create a content calendar and schedule regular updates to your website to ensure information accuracy and currency.
To optimize your content for search engines, carefully choose each topic you will discuss and, through keyword research, ensure that you are creating content around terms your audience is searching for. Such a step will help with your site’s ranking on the SERP as well. After publishing your content, review the metrics regularly so you gain insight into the type of content that gains your site the most visibility.
SEO can also help improve your higher education institution’s website’s performance, that in turn, helps create a better experience for all site visitors. To begin, your site’s page load speed is one of the first things that visitors notice upon clicking on your site. The time it takes to load the content presented has a significant impact on visitor satisfaction and, consequently, conversion too. In addition, page load speed is also one of the direct ranking factors for Google and Bing, so it can make or break your site’s visibility in search engine results.
Other factors to consider include mobile-friendliness and ease of navigation across all layouts. It is important to ensure that visitors have access to the same content regardless of whether they access your site through mobile devices, desktop computers, or a laptop. After all, web traffic is almost equally distributed between visitors accessing information through mobile and desktop devices. Therefore, ignoring one version for the other can damage your quality and quantity of traffic.
Significant improvement to your website performance can also be achieved through on-page and off-page optimization. By updating your titles and descriptions with relevant keywords and engaging language, as well as better structuring your content through headers and subheaders, you help search engines connect your content to various searchers’ queries that are relevant to your site. Furthermore, on-site optimization also helps with site navigation, thus, improving your visitor experience as well.
On the other hand, off-page optimization is achieved through tactics such as guest posting, link building, social media marketing, and more. Employing such tactics will not only increase your site’s ranking but also help establish your site as a trustworthy and credible source.
Lastly, you should also conduct an SEO audit regularly to analyze your site’s technical health and traffic. Through this process, you can identify the presence of any issues, including on-page and off-page SEO problems, content gaps, website structure issues, technical problems, and more. After identifying the problem, you can work towards finding a solution and thus, keeping your site healthy and generating traffic.
1. What is SEO and how does it impact higher education institutions?
SEO, or search engine optimization, is the practice of improving the visibility of a website in search engine results pages (SERPs). For higher education institutions, an effective SEO strategy can help attract and retain students and faculty, as well as improve the overall user experience of the website.
2. How do I get started with an SEO strategy for my higher education website?
A good first step in developing an SEO strategy is to conduct an audit of your current website. This can help identify technical issues, such as slow page load time or broken links, as well as opportunities to improve the quality and relevance of your content.
3. What are some key factors to consider when optimizing a higher education website for SEO?
Some key factors to consider when optimizing a higher education website for SEO include the use of relevant and targeted keywords, ensuring a mobile-friendly design, and building high-quality inbound links.
4. How can I measure the success of my SEO efforts for my higher education website?
There are several metrics that can be used to measure the success of an SEO strategy for a higher education website, including organic traffic, rankings for targeted keywords, and the number of inbound links. It’s also important to track website performance metrics, such as page views and time on page, to understand how users are engaging with your site.
5. Are there any specific challenges or considerations for higher education institutions when it comes to SEO?
Some challenges and considerations specific to higher education institutions when it comes to SEO include managing multiple subdomains or departments, ensuring that content is kept up-to-date and accurate, and navigating privacy regulations around student data. It’s also important to consider the unique goals and target audience of a higher education institution when developing an SEO strategy.
An effective SEO strategy is crucial for higher education institutions to attract and retain students. Implement the strategies mentioned throughout this blog and you will soon see a difference in your site’s traffic, engagement, click-through rate, and ranking. All these elements are essential to generating leads and increasing conversion rates.
Are you interested in learning more about SEO and all its benefits in supporting your institution’s student retention goals? Contact us for more information and set up a free SEO gap analysis to gain better insight into your site.
SEO Director, Co-Founder
Granit is the Co-Founder & SEO Director at Manaferra.
Granit is the Co-Founder & SEO Director at Manaferra.
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