Schools today face increasing pressure to stand out in a competitive education market. Managing in-house marketing can be daunting, especially when staff juggle teaching, administration, and looking after students. Without the right expertise or time, marketing efforts may fall short, leaving schools struggling to attract students and meet enrolment targets.

Outsourcing marketing offers a practical solution, giving schools access to skilled professionals who can create and deliver effective campaigns. From targeted social media ads to polished prospectuses, outsourcing ensures that experts handle marketing, freeing up staff to focus on what they do best—educating students.

This article explores why outsourcing marketing is a smart choice for schools, helping them thrive in today’s competitive environment.

1. Access to Specialised Expertise

Marketing agencies bring years of experience working with various industries, including education. They understand what works and what doesn’t, tailoring their strategies to meet schools’ unique needs. This expertise helps schools stand out in an increasingly competitive market.

Specialised skills like SEO, social media management, content creation, and PPC campaigns require time and training to master. Agencies have dedicated teams for each area, ensuring your school’s marketing efforts are as effective as possible.

Keeping up with trends and tools in the fast-paced world of digital marketing can be overwhelming for in-house teams. External experts stay on top of the latest developments, from algorithm changes to emerging platforms, so your school’s campaigns are always ahead of the curve.

2. Cost-Effectiveness Compared to In-House Teams

Hiring and training a full-time marketing team can be expensive for schools. Salaries, benefits, and ongoing professional development add up quickly, especially when you need specialists for areas like SEO, design, and social media. For many schools, these costs simply aren’t sustainable.

Outsourcing marketing offers a more flexible and scalable solution.

Instead of committing to full-time staff, schools can pay for only the services they need, whether it’s a one-off campaign or ongoing support. This approach allows schools to adjust their spending as priorities change.

Outsourcing enables schools to focus their budgets on what matters most—providing high-quality education and resources for their students by outsourcing. With marketing handled externally, schools can achieve professional results without compromising their core mission.

3. Better Focus on Core Activities

Outsourcing marketing allows school staff to focus on their primary roles, such as teaching, administration, and supporting students. These are the areas where their expertise and time are most valuable and where they can make the biggest impact.

When handled in-house, marketing tasks often fall to already stretched-thin staff. Managing social media, designing brochures, or running campaigns can take time away from lesson planning and pastoral care, creating unnecessary stress.

4. Enhanced Marketing Strategies & Results

External marketers bring tried-and-tested strategies and the latest tools to deliver results that in-house teams often can’t match. Their experience across industries means they know what works, tailoring campaigns to schools’ specific needs to increase engagement and drive enrolments.

Outsourcing also gives schools access to data-driven campaigns and targeted messaging. Analysing metrics like website traffic, social media performance, and search trends means agencies create highly focused campaigns that reach the right audience at the right time.

5. Scalability & Flexibility in Marketing Campaigns

Outsourcing allows schools to scale their marketing efforts based on their needs. Whether boosting campaigns to meet enrolment targets or scaling back during quieter periods, outsourcing allows schools to adjust their approach without the commitment of an in-house team.

Seasonal campaigns, such as promoting open days or enrolment periods, often require a significant marketing push. External agencies can ramp up efforts during these critical times, ensuring maximum impact without overburdening school staff.

Outsourcing also offers adaptability during unexpected challenges. For instance, many schools needed to pivot quickly to online marketing during the pandemic. Agencies were able to step in with strategies for virtual open days and digital engagement, keeping schools connected with prospective families. This kind of responsiveness makes outsourcing a valuable option for schools navigating an ever-changing landscape.

Transform Your School’s Marketing

Outsourcing marketing is a smart move for schools looking to stand out in a competitive landscape. Schools can benefit from proven strategies and the latest tools by accessing specialised expertise. It’s a cost-effective solution that frees up staff to focus on their core responsibilities while delivering measurable results through targeted campaigns. The flexibility of outsourcing also allows schools to scale efforts to meet their unique goals, ensuring every pound is well spent.

Ready to take your school’s marketing to the next level? School Jotter offers tailored marketing services designed specifically for schools. Get in touch today to see how we can support you!

Schools today face increasing competition, making standing out more important than ever. With so many options available, parents and students are looking for schools that offer more than just a solid curriculum—they want a strong community, a welcoming environment, and a brand they can trust.

Effective marketing can help your school build a positive reputation and engage with prospective students and parents. Clear communication is key to building lasting relationships, whether through your website, social media, or events.

This article will explore seven proven marketing strategies to help your school thrive.

1. Optimise Your School Website for SEO

Having a modern, mobile-friendly website is essential for schools today. Many parents will first visit your site on their phones, so it needs to look good and be easy to use on any device. A well-designed website can make a solid first impression.

Focus on key SEO strategies to improve visibility. Use relevant keywords, update meta tags, and ensure images have descriptive alt text. These small steps can help your site rank higher on search engines, making it easier for families to find you.

It’s also important to improve load speed and navigation. Pages that load quickly and are easy to browse, keeping visitors engaged and encouraging them to explore further.

2. Leverage Social Media Platforms

Social media is a great way to connect with students and parents. Platforms like Facebook, Instagram, and TikTok let schools share updates and create a sense of community. Each platform gives you unique opportunities to engage with your audience and show what makes your school unique.

Keep your content fresh by sharing behind-the-scenes glimpses of daily life, celebrating student achievements, and highlighting upcoming events. These personal touches help followers understand your school’s culture and values.

Targeted social media ads can also help attract local students. You can reach families searching for schools by focusing on specific locations and interests.

Video content and interactive posts are especially engaging. Whether it’s a tour or a fun Q&A, these formats capture attention and encourage your audience to interact.

3. Invest in PPC Advertising

Pay-Per-Click (PPC) advertising is a great way to drive immediate traffic to your school’s website. Unlike organic methods, PPC ads appear at the top of search engine results, ensuring your school gets seen by people searching for educational options.

Targeting the right audience is key to getting the most from your PPC campaigns. You can focus on specific locations, demographics, and interests to ensure your ads reach parents actively looking for schools in your area.

Using Google Ads is particularly effective for local searches. When parents search for schools nearby, your ad can appear at the top, increasing the chances they’ll visit your site and learn more about your school.

4. Utilise Email Marketing to Keep Parents and Students Engaged

Regular communication with parents is crucial for building strong relationships and keeping them informed. Email marketing offers a simple and effective way to stay connected and ensure families receive important school updates.

Schools can send various emails, such as newsletters, event invitations, progress updates, and reminders about admission deadlines. Consistent communication shows parents that your school values transparency and engagement.

Personalising your emails can make a big difference. Using a parent’s name, tailoring content to their child’s grade, or highlighting relevant programs makes the emails more engaging. This personal touch encourages parents to open, read, and act on your messages.

5. Showcase Success Stories & Testimonials

Parent and student testimonials are great for building trust. When prospective families hear from those who have had positive experiences, it reassures them that your school is the right choice. Testimonials can highlight your school’s strengths and values in an authentic, relatable way.

Sharing what past students are doing now—whether they’ve gone on to higher education or exciting careers—shows the long-term benefits of attending your school, making it more appealing to future students.

Display these testimonials on your website and social media to maximise their impact. Well-placed, visible testimonials create a strong impression and offer valuable proof for families considering your school.

6. Organise Virtual Events & Open Days

Hosting virtual open days is a great way to reach families who cannot visit in person. It allows them to explore your school from the comfort of their home and learn more about what you offer.

You can also promote webinars, virtual tours, and live Q&A sessions. These events allow prospective students and parents to ask questions, tour the school, and hear from staff and students in real-time.

Interactive online events are a fantastic way to engage prospective students. Offering these digital experiences lets you give families a closer look at your school, making it easier for them to picture themselves as part of your community.

H2: 7. Focus on Branding & Design

Strong branding is key to establishing your school’s identity. A clear, consistent brand helps people recognise and remember your school, making it stand out in a crowded market.

Professionally designed materials like school prospectuses, folders, and logos play a big role in shaping your school’s image. These elements should reflect your school’s values and appeal to prospective students and parents.

Cohesive branding builds trust and sets your school apart from competitors. Ensuring that your design is consistent across digital and printed materials—whether on your website, social media, or brochures—creates a polished, unified look that leaves a lasting impression on families considering your school.

7 Effective Digital Marketing Strategies For Schools

Effective marketing is vital in boosting school enrollment and building a solid reputation. Key takeaways include:

• A well-designed website and strong SEO drive visibility.
• Social media, PPC ads, and email marketing help engage families.
• Testimonials, branding, and virtual events create lasting impressions.

These marketing strategies will help schools attract students, foster stronger connections with parents, and stand out. Implementing these methods will lead to measurable results and long-term success.

 

Why Schools Must Embrace the Power of Strategic Branding and Marketing: Insights from School Jotter

In the rapidly evolving landscape of education, schools are finding themselves at a crossroads. It’s no longer enough to simply provide excellent teaching and learning opportunities; schools must also compete for attention in a crowded marketplace. This new reality demands that schools think strategically about how they present themselves to the world. It’s here that the importance of branding, marketing, and well-crafted print materials becomes not just relevant but essential.

The Invisible Influence of a School’s Brand

Imagine for a moment that your school is a book. The cover, title, and even the blurb on the back—all of these elements influence a reader’s decision to pick up that book. In much the same way, a school’s brand serves as the first point of contact for prospective students, parents, and even staff. It’s the invisible influence that shapes perceptions long before anyone steps through the school gates.

But what is branding, really? It’s more than just a logo or a colour scheme. Branding is the story your school tells—about its values, its vision, and its community. It’s the feeling people get when they think about your school. And like any good story, it needs to be compelling, consistent, and memorable.

From Digital Presence to Print Perfection

Enter School Jotter, we have been at the forefront of school web design for over two decades. Known for their innovative mobile app and user-friendly websites, they’re now offering something even more expansive—a suite of services that cater to every aspect of a school’s marketing needs, both online and offline.

Let’s start with the digital. In today’s world, a strong online presence is non-negotiable. Search Engine Optimisation (SEO) ensures that your school doesn’t just appear in search results but dominates them. A well-crafted website, coupled with engaging social media content, can elevate your school from a local institution to a recognized name in education. School Jotter’s digital marketing solutions are designed with this in mind, helping schools to not only be found but also to be remembered.

But it doesn’t stop there. We understands that while the digital realm is powerful, there’s still immense value in the tangible. This is where their print services come into play. A beautifully designed prospectus, a striking brochure, or a thoughtfully created banner can communicate your school’s ethos in a way that resonates deeply. These are the materials that prospective parents will hold onto, flick through, and come back to when making decisions about their children’s education.

The Synergy of Online and Offline Marketing

What sets School Jotter apart is our understanding of the synergy between online and offline marketing. They know that a school’s brand needs to be consistent across all platforms—whether it’s a tweet, a website, or a physical brochure. This integrated approach ensures that every touchpoint with your school reinforces the same message, the same values, and the same vision.

In the end, it’s about more than just looking good—it’s about building trust, credibility, and a sense of community. It’s about making sure that when people think of your school, they think of a place that’s not just an institution, but a brand they can believe in.

Why It Matters Now More Than Ever

In a world where choices are abundant, standing out is essential. For schools, this means embracing the power of strategic branding and marketing, both online and offline. School Jotter’s comprehensive services offer the tools and expertise to help schools not just survive in this competitive environment but thrive.

So, whether you’re looking to enhance your digital presence, create impactful print materials, or develop a cohesive branding strategy, School Jotter is poised to be your partner in this journey. Because in today’s educational landscape, your brand is your story—and it’s time to tell it well.

Digital marketing is essential in today’s educational landscape, transforming how multi-academy trusts communicate and engage with their audiences. As more families turn to online resources to make educational decisions, having a robust digital presence is key.

This article will delve into seven critical digital marketing strategies tailored for multi-academy trusts. Each marketing strategy is designed to boost visibility and significantly enhance enrolment and community interaction.

Building an Engaging, User-Friendly Website

A website acts as the digital face of any multi-academy trust. A multi-academy trust website must be designed to be user-friendly and accessible on all devices, including smartphones. An intuitive, easy-to-navigate site ensures that parents, students, and staff can find the information they need quickly and effortlessly. This accessibility not only enhances the user experience but also supports better engagement with your trust’s educational offerings and community initiatives.

Implementing Effective SEO Strategies

For multi-academy trusts, implementing tailored SEO tactics is vital to enhance visibility in search engine results, making your institutions easily discoverable by prospective students and parents. Begin with thorough keyword research to understand your audience’s terms when searching for educational options. Incorporate these keywords naturally into high-quality content, titles, and meta descriptions to boost on-page optimisation.

Pay attention to the power of local SEO. Ensure that each academy within the trust optimises its listings for local searches. This includes accurate Google My Business entries, local keywords, and location-specific content, which can significantly increase each academy’s visibility in its respective community.

Leveraging Social Media to Build Community

Social media is a dynamic tool for multi-academy trusts, serving as a bridge to connect with students, parents, and local communities. These platforms offer a unique space for interactive engagement and real-time communication, enhancing the sense of community and belonging.

When selecting platforms, consider where your target audience is most active—whether it’s Facebook for parents or Instagram and Snapchat for students. Maintain a consistent posting schedule to keep your audience engaged and informed. 

Using interactive content such as polls, live videos, and Q&A sessions to encourage participation and foster a more connected community atmosphere is essential. This approach boosts engagement and strengthens the trust’s presence in the digital world.

Utilising Content Marketing to Showcase Expertise

Content marketing is crucial for multi-academy trusts looking to establish themselves as thought leaders in the education sector. You can demonstrate your expertise and commitment to educational excellence by sharing insightful and valuable content.

To effectively engage your target audiences, diversify your content types. Develop informative blogs that address common questions or concerns, send out newsletters highlighting successes and upcoming events, and create video tutorials offering educational support or showcasing day-to-day activities at your academies. Each piece should provide real value, aiming to inform, educate, or solve problems, reinforcing the trust’s reputation as a leader in the field.

Enhancing Engagement with Email Marketing

Email marketing remains a powerful tool for multi-academy trusts, allowing for direct and personalised communication with parents, students, and staff. It’s an efficient way to disseminate information, from academic updates to event notifications.

To maximise the effectiveness of your email campaigns, start by segmenting your mailing lists. This means organising your contacts into groups based on criteria like age, enrolment status, or specific interests, which ensures that recipients receive relevant content. Personalise your emails to create a connection; including the recipient’s name can increase engagement. 

Automation tools can also schedule emails for upcoming events or regular updates, ensuring consistent communication without constant manual input. These strategies help maintain an organised, impactful communication flow that resonates with each segment of your community.

Using Paid Advertising to Boost Enrolment

Paid advertising is an effective accelerator for boosting enrolment within multi-academy trusts. Leveraging PPC campaigns and targeted social media ads, you can directly reach those actively searching for educational opportunities.

To get the most out of your advertising budget:

1. Focus on targeting.
2. Use PPC ads in search engine results when prospective students and parents are looking for schools in your area.
3. For social media, customise your ads to appeal to specific demographics within geographical limits, ensuring your message reaches those most likely to enrol.

Carefully selecting your target audience and crafting compelling ads that speak to their needs and aspirations will help you increase the visibility and attractiveness of your academics.

Analysing and Adapting Strategies with Analytics

Data is the backbone of any successful digital marketing strategy. Analytics tools are invaluable as they provide insights into website traffic, user engagement, and conversion rates, enabling multi-academy trusts to understand what’s working and what isn’t.

To make the most of these tools:

1. Start by setting clear goals for what you want to track, such as increased website visits, longer engagement times, or higher numbers of applications.
2. Regularly review the data collected to see patterns and trends.
3. Use this information to refine your marketing approaches. For example, you could tweak your website layout or adjust your ad campaigns to better meet the needs of your target audience.

Continually analysing and adapting based on data can improve your ROI and ensure the effectiveness of your marketing efforts.

7 Marketing Tips for Multi-Academy Trusts

Adopting digital marketing strategies is essential for multi-academy trusts aiming to thrive in the competitive educational landscape. These strategies enable trusts to broaden their reach, engage more effectively with their communities, and directly impact enrolment and retention rates.

We encourage trusts to embrace a dynamic and data-driven approach to their marketing efforts. Leveraging the power of digital tools and analytics helps trusts make informed decisions that resonate with their target audiences.

Go Where Your Target Audience Can Be Found

It used to be easy to find your target audience. You could put an ad in the newspaper or a giant billboard up for all to see. Or all you need to do is advertise in the right magazines.

Today reaching your target audience is a bit more difficult. They are spread all over the internet on a variety of social media platforms or they may not be there at all. But if you are looking to increase your school’s enrollment then you need to incorporate social media marketing in your school web design.

What is The Role of Social Media in Enhancing School Web Design?

One of the most important roles social media has when incorporated into your school web design is that it fosters engagement. Your students and their parents can feel part of the school through this strategy.

Another important role is that adding social media to your mobile-friendly school website design is that information is easier to share. Students can pass along vital school information to their friends a lot faster and easier.

It makes for a better user experience and allows everyone connected to the school to know what is going on. Plus, the school can showcase its products, schedules, and activities, as well as make communication better between teachers and parents.

Incorporating social media in your school website design is helping the school go where its target audience spends most of its time. That makes communication run smoother and people get the information they need before it is too late.

Social Media’s Impact on School Web Design

The biggest impact social media has on a school’s website design is that it filters out extraneous information and helps you define your school and its brand a lot more coherently.

The social media platforms help you develop a voice for both the website and your social media accounts. The two are not necessarily the same. Plus, social media usually has its own set of goals created by the school.

These goals may differ slightly or vastly from the goals you have for your regular website. This extra set of goals helps you define your school in much easier-to-understand terms.

In addition to that, the social media impact means that your regular website should be mobile-ready. Most people access websites through their mobile phones and being social media-ready means you have taken care of two birds with one stone.

Social Media Boosts Enrollment via School Web Platforms

This is a positive result that should be expected. When you design your website to go where your target audience spends its time, then chances are you will increase enrollment.

Social media participation says a lot about your school to your target audience and gets them interested in what your school is all about. With over 57 million social media users in the UK alone, you have a large audience to reach.

Going where your audience is the premium strategy for any school that wants to increase enrollment and be seen as a successful academic institution. What helps accomplish this goal is that your social media marketing can be more targeted.

It also provides key information for those people searching for information on a specific school. This type of marketing has been described as similar to a shop window open to the street.

People get a glimpse of what your school is all about and when interested they can enter and explore

Social Media Integration in Modern School Web Design

This is not something that can be done overnight. First, you have to make sure your website design is aligned with your social media marketing strategy. The next step is to make sure your website design is fast and responsive.

Mobile phone and social media users are very quick on the draw and can bounce off your slow-moving website very quickly. The third step for proper social media integration is to have your website design including social media icons and share buttons.

The fourth step is as important as the first three but maybe slightly more important at the same time. When integrating social media into your modern school website design you still need riveting content to hold their attention.

This content needs to be entertaining as well as shareable or it may not capture the interest of your website’s visitors. Don’t forget to track the performance of your website design.

Staying Current with Social Media in School Web Strategies

This means that you have to stay current with popular trends, be able to see what new trends are developing and know when to switch from older trends to newer ones.

The trends that are being suggested currently are:

– use posts and X to broadcast updates and alerts

– use live streaming for lectures and discussions

– use Instagram for digital storytelling

– and more options

Staying current means watching what social media trend becomes popular and which ones have lost favour with your target audience. Then adapt to the changing landscape.

Also, you should have social media icons on your web pages so your target audience can easily access those accounts and see what you are doing on those platforms.

The reason you use social media outlets like YouTube is that if you are not telling your story, someone else is and the information may not be accurate or flattering to your school.

Some Additional Words

When you are ready to incorporate your school website design with social media accounts, contact our company. This is what we do. Our company is dedicated to upgrading and enhancing school website designs.

We do the hard work for you and can help you create a great social media marketing plan that should reach your target audience. This is not that hard to accomplish when you have our experts working with you to create a great social media marketing strategy.

In an increasingly digital world, Multi Academy Trusts (MATs) face a unique set of challenges. From attracting prospective students to engaging with parents and stakeholders, MATs must establish a compelling online presence. One highly effective way to achieve this is through the strategic use of Organic Search Engine Optimization (SEO). In this article, we will explore the vital strategies and techniques that MATs can employ to enhance their online visibility and ensure they reach their target audience effectively.

Improving your MATS Online Presence With Organic SEO

As the digital landscape continues to evolve, organic SEO has emerged as a powerful tool for boosting online presence. Organic SEO focuses on optimizing a website to rank higher in search engine results pages (SERPs) without relying on paid advertisements. This is particularly important for MATs, as it can help them stand out in a competitive educational environment.

1.      The Role of Keywords

Effective keyword research is the foundation of a successful organic SEO strategy. MATs need to identify and target the keywords and phrases that potential students, parents, and stakeholders are likely to use in their online searches. This process not only improves the visibility of your MATs’ website but also ensures that it ranks for the right queries.

2.      Audience Research

This is a challenging task to do when you do not have an audience to ask questions. But if you have even a small loyal audience, you can ask them some key questions, such as:

• What do they like?
• What they do not like?
• What do they want to see more of?

Their answers should help you adapt your school website to those needs and create a better online presence.

3.      Quality Content Optimization

Content is king in the world of organic SEO. MATs should invest in creating high-quality, informative, and engaging content that caters to the needs of their target audience. This could include blog posts, articles, videos, and other educational resources that showcase the institution’s expertise and commitment to quality education.

Find new content that your audience will like and publish in creative ways that help your website be engaging, attractive, as well as current. Your audience research will help you with this task.

4.      Update And Optimize Current Content

If you have had a website for a while and an audience, then you may have older content that may be out of date. Refresh that content and bring it up to date. Remove or edit sales pitches that can turn many of your audience members off.

Other improvements can be to enlarge previously shorter posts to add new and important information. If you have lists on your website, make them longer and more comprehensive.

These changes should engage your audience more and keep them on your website longer.

5.      Do An Onsite SEO Audit

What this audit does is help you clean up your website making it easier for search engines and your audience to read. The audit helps find duplicate pages, improper direct or indirect chains, broken links, URL structure, and much more.

Once these problems are resolved, search engines can read your website and rank it properly. Also, you want to see how fast your web pages load. If they load up in 3 seconds or more, it is time to speed that loading time up.

6.      Technical SEO and On-Page Optimization

Technical SEO involves fine-tuning various elements of your website, such as meta descriptions, alt tags, and header tags, to enhance its visibility in search results. On-page optimization, on the other hand, involves optimizing individual pages for specific keywords, ensuring that search engines can easily index and understand your content.

7.      Link Building Strategies

Link building is another essential component of organic SEO. MATs can enhance their online presence by earning high-quality backlinks from reputable websites, educational organizations, and industry-related platforms. These backlinks signal to search engines that your website is a trusted source of information.

8.      Recreate Your Homepage And Navigational Tools

A user-friendly website is not only vital for retaining visitors but also for SEO. Google and other search engines reward websites with good user experiences. MATs should focus on mobile responsiveness, easy navigation, and quick loading times. A well-organized website with clear calls to action can significantly improve user engagement and satisfaction.

This should be done with your audience in mind. Making the home page more attractive, and easier to read helps deliver a stronger online presence. Plus when you make the navigation simpler to use, your visitors should find it easier to navigate and to explore your website.

When the homepage is unattractive and hard to use, then your audience will not like reading your website. Make these changes to get your audience to like them and you should see an improvement in your online presence.

9.      Investigate Your Competitors’ Websites And Strategies

Getting motivation from what other people are doing is a great way to update and upgrade your website. See what they have done and then try similar approaches to your website.

Plus, you can get motivation from those companies outside of the MATS sector. Every little bit of research can help you improve your MATS website and gain a bigger online presence. Here are some areas to research:

• Search result rankings
• Social media
• Paid ads
• Local directory profiles
• Email marketing campaigns

This investigative work will take some time but can be done quicker when you employ the proper SEO tools.

10.  Use Local Directories To Boost Your Online Presence

Even if your academy is not limited to your local area, these local directories can boost your online presence. Searchers can find information about your academy without going to your website.

Although you want them to come to your website, getting your information in front of people through a variety of methods is the best way to get known and build searches for your website. Plus, the local directory will have a link to your website to make that search easier.

It takes time for any and all SEO strategies to build your online presence. This is not something that will happen in a day or two. You need to trust your strategies for the long haul and give them time to work.

After a while, if they are not working, make your changes.

Some Final Words

If you are not ready to handle a MATS website design for your academy, or it is a bit over your skill set to do, contact our company. We have the experience to build a great-looking website that will be multi-academy trust website compliant along with building your online presence through organic SEO.

If you manage a school website, by now you will be aware of the importance of Search Engine Optimization (SEO).  SEO not only helps to improve the quantity of traffic to your school website but also the quality of your website.  People however seem to have a common misconception that school websites do not require SEO and it is more relevant for other institutions and organisations. However, if you look at the search data, you would easily disapprove of this fact. 

With 3.5 billion searches made everyday, it can be safely concluded that these search trends should not be ignored. But the question is — is it possible to constantly keep up with these search trends and frequently update your website? 

The simple answer is yes, if you intend not to hurt your organic traffic.  Search trends help you understand and deliver the most effective and user-friendly content for each of your queries. A robust SEO optimisation strategy takes time to show results and when it does, you will be able to reap its benefits for years to come. 

1. Utilise location-based search strategy

Google My Business (the listing on Google search that shows your location and contact details) was created with the intention of helping customers engage on Google for free. The primary objective was to help small and medium-scale businesses connect with their potential customers across Google Searches and Maps. 

For most schools, the common statement is, “Everyone knows my school, why do I need this?”

But the fact is optimising Google My Business shows your school name up on the search even when a user doesn’t know you exist. 

For example, a parent who is new in the area where your school is situated, might simply key in the phrase, ‘best high school + location in the search engine. For that parent to find your school, you need to be on the Page 1 search results. And we very well know from historical data that very few people visit the second page. Having an up-to-date Google My Business listing can assist with this.

Another significant point to be noted here — Google detects the searchers’ location from the IP address. Even if you don’t include your region in the search, it will automatically deliver them local results including Google My Business listings… 

2. Comprehend the search intent for educational institutions 

Most search engine users these days are impatient. If they want their search to include specific results, they will use the related long-tail keywords. Now the real challenge is understanding those keywords and search terms so you can optimise your school website accordingly. 

In other words, the more content you have on your website that is related to the search term, the better are your site’s chances of ranking higher in the search results. 

3. Optimise for different regions 

It’s not just enough that your GMB account and site pages include only results for the physical location where you are situated. 

Some parents who have not entered your location in their search will not be able to find your school and they may not even be aware that you are already pulling students from their areas. This holds true for most schools that are located outside main cities and towns. 

What you need here is a regional landing page strategy. 

The most common approach to creating regional landing pages are highlighted below: 

• Define the targeted area

You need to start by defining the area that you are targeting whether it is a specific region, city, county, etc. Then mention the key landmarks or work a bit into the history of the region. 

• Geo-specific keywords 

This is in fact the most important point to consider when you are creating a location-based landing page that will specifically give you the local hits you need from your local population. The formula is quite simple — mention [type of school] in [region or location] or [location] in the content you have on your website. 

For example, 

• Primary school in North London 
• North Yorkshire secondary school 

• Consistency 

Irrespective of whether you are creating one landing page or 10, the look and feel as well the style and tone of each page should be consistent. If you are a larger institution, it’s a good idea to come up with a style guide with specific branding colours and guidelines. 

4. On-page optimisation 

This is the process of doing everything on your website that could help to instruct Google to deliver you to page one. You should take on-page quite seriously if you want the search engines to reward you with the first page visibility. 

Let’s take a look at some of the best practises you may want to follow in your quest to rank on the first page:

• URLs: Google has very clearly stated that URLs help them understand what the page is all about. In order to optimise the URLs: 
  • Include the primary keyword in the URL
  • Place the keyword to the left side of the URL
  • Keep the words that define the URL as real as possible
  • Keep the text simple and sweet
  • Use hyphens between two words 

• Meta titles and descriptions:  Page titles are one of the most important on-page SEO factors. Both the meta title and description are important for the search engines to understand the purpose of the page. 
• Header tags: These tags serve an important function for the SEO of your page. They have a direct impact on your page by:
  • Making it easier and more enjoyable for your users to read the page
  • Providing keyword-rich context to the search engines for your content
• SEO writing: This typically implies that the content is written in a way that it is loved by both humans and the search engines. 
• Keyword cannibalisation: Targeting many pages for a specific keyword can cause keyword cannibalisation and that could have potentially disastrous results for your SEO efforts. If you have multiple pages on your website ranking for the same keyword, you’re actually competing with yourself and that’s not a good on-page strategy to follow. 
• Content audit: This is a vital mistake made by most content authors and editors. They keep on creating new content, but never bother to revisit or update their existing content. It’s absolutely essential to do content audits on a regular basis. 

5. Mobile page loading speed 

In the real world, speed kills but it is not the same in the digital world. If your page doesn’t load fast on your mobile, the internet will kill your rank. 

Waiting for a page to load in its own sweet time is a frustrating experience. There are quite a few ways to reverse this experience:

• Utilise the wide range of free marketing tools available to make quick fixes to your content. There are a few tools that can compress images to a fraction of their size. 
• Limit the amount of media you include in your posts and pages. To ensure optimal page load speed, you should maintain a ratio of 75:25 for text to images. 
• Make sure you have a prominent call to action (CTA) and the size of the CTA button should be at least a bit larger than your thumb. 

Final thoughts

SEO like anything else requires the right amount of knowledge, skills, patience, and consistency to produce the desired results. The opportunities are unlimited and as the search engine volumes grow, it will become more important than ever to keep working on your SEO efforts.