How do you get your school noticed amongst the multitude of institutes offering the same service – the provision of education?
It’s a school marketer’s role to continually ask this question.
Even if your school operates within a niche such as boarding, having an exceptional Arts Program or boasting industry acclaimed teachers, one thing that all marketers should be doing to get their school noticed is optimising their school's website for search engines. This is called search engine optimisation, or, SEO.
Doing this will help prospective parents find your school with ease as they progress through their internet research on finding the right school for their child.
In fact, not only will your website experience a greater number of visitors, but research also indicates that SEO leads have a 14.6 percent conversion rate compared to a mere 1.7 percent for outbound leads.
There are probably a million more reasons you should have a SEO strategy in place and you can learn about some of these in our blog: The 6 big benefits of an SEO strategy for your school.
But today I'll outline 5 basic steps that you can take to help your school’s website be easily found.
The content on each page of your website should include a number of carefully selected keywords that are both relevant to your school and searched by a large number of people. Some research and testing may be required to figure our which keywords are best for your school and these should always be integrated naturally within your text.
When a visitor first stumbles upon your website, the title tag is generally the first thing that he or she sees. It will show up in your browser tab, when your page is shared and also in search engine results. Not only does it greatly influence a parent’s decision on whether to click through to your site, but it also affects search rankings. Your most important keywords should be placed towards the front of your title tag and a different tag should be written for each page.
These should be easy-to-read for both prospective parents and search engines. Some best practices on increasing readability include keeping URLs concise, relevant and reflective of your website folder structure.
4. Meta description
A meta description is displayed on search engine result pages underneath your site’s title. It provides visitors with a brief insight into the content of that page. Words matching the search keywords in the description are bolded. For this reason, the meta description should be compelling, relevant and brief.
5. Image ALT tags
Despite how far SEO has progressed, search engines cannot read images. Because of this, it is necessary to include ALT tags, or short descriptions, of the images used on your website, so that search engines may understand what is being pictured and match this with searches.
This blog was written by Delora Chi
As a Marcom Support Specialist at imageseven, Delora works closely with clients to action the marketing and communication strategies required to see their vision come to life. In her free time, Delora spends her time discovering new dessert places to indulge her sweet tooth.