Of all the ways to market to prospective students, the most cost efficient may be SEO. Optimizing for organic search doesn’t require the monthly cash outlay that PPC does (although you want to be doing that, too). And improving your ranking in search engines can improve brand recognition and produce actual recruiting leads.
If you focus on these three elements of SEO, you can increase enrollment and your website search rankings. It all starts with effectively targeting keywords that pay.
Step One: Organic Search Optimization
Perform a complete review of your title tags and meta descriptions to make sure you’re taking full advantage of target keywords. Google has recently increased the size of their search descriptions, meaning that you should do the same. Meta descriptions can be as long as 300 words so review yours to make sure you’ve taken advantage of this additional real estate.
Review your H1 and H2 headlines to make sure they’re keyword rich as well. Keywords should also be present within the body of your content. Finally, make sure your content links to other relevant pages within your site.
Step Two: Optimize forms and applications
Short attention spans require short forms. This is not an indictment of this generation of student. It’s simply an acknowledgement that we absorb information in smaller bites these days. Ask as little as you can to get the prospect to hit the submit button.
Consider a multi-step form process. Research indicates that when prospects are confronted by two short forms, they often feel less encumbered by the number of questions. Split test to tweak your message and maximize response. Form optimization is perhaps the most direct way you can influence conversions.
Step Three: Content Marketing – blog posts and social media
Creating meaningful content can be labor intensive. However, compelling content is perhaps the most sure-fire way of engaging the target audience and getting results – and not just soft stats. We’re talking applications, here. Good content will give you a boost in the short and long term, so long as it is a consistent, ongoing exercise. Stop creating new content and you’ll fade into obscurity.
Whether this new content consists of testimonials, interviews with alumni or a campus survival guide from current students, make it timely and authentic, not salesy. This type of content is highly shareable. Develop a sound social media content strategy to maximize the visibility of this new content. It’s your chance to engage potential students who may have questions. Get back to them in real time. Be responsive.
Speaking of Responsive….
I’m assuming that by now your college or university website is responsive, enabling potential students to access your information on any device. If not, this supersedes everything above.
Still have questions?
Email me or speak with a member of our SEO team at 336-447-3379. Let’s discuss your website and enrollment goals. Together, let’s figure out how your website can help your recruiting efforts and meet your expectations.