Keyword research is an often overlooked part of a private school's content marketing and search engine optimization (SEO). There is no shortage of people and companies that claim they get your school to the top of Google and the other search engine result pages (SERPs). The problem is or isn't that they can; it is for what keyword. By this, I mean that ranking at the top of the SERPs only matters if:
- Your prospective students or parents are looking for those keywords or keyword phrases.
- And/Or if there is enough volume or searches being performed.
Therefore, keyword research is still required for private school content marketing and private school SEO.
Several years ago, we could flood a page with keywords and get it to rank. Now you have to be much more strategic about it and cover a keyword topic more than a generic keyword. The bottom line is that we know that Google has changed its algorithm to focus more on relevant content, which means that poor quality content and outdated SEO practices no longer yield the same results. Because of changes, keyword usage has evolved; keyword phrases may need to be used differently than in the past.
Here are six reasons why keyword research is critical for successful private school marketing.
6 Reasons Why Keyword Research Is Vital for Private School Marketing Success
1. Keyword Research Helps You Understand Your Target Audience
Understanding your parents and students is a critical component of school marketing. Keyword research will assist you in determining which questions your audience wants to be answered and which information they are most interested in.
Answer The Public is one of my favorite places to start my keyword research. It is an excellent resource for learning about the questions your parents and students may be asking.
2. Keyword Research Supports the Optimization of Your Website
To improve your website's ranking in search engine results, you must first understand what search terms your buyer persona (parents and students) are using. Once you've figured out what language they're using, you can prioritize the keywords (or phrases) in your digital marketing efforts, including your website messaging.
3. Keyword Research Provides Insight That Drives Content Management Strategy
Content marketing strategy is a critical component of private school marketing. Keyword research provides detailed information about the topics that your parents and students are interested in. Your keyword research will aid in the development of your content strategy and editorial calendar.
One significant change in the world of SEO is how Google and the other search engines view content. You might have had success with basic or generic content in the past, but in today’s online and SEO-driven world, generic content will only get you so far. Engaging, relevant, content on specific topics based on keyword phrases will help you match your user’s intent. This is known as “rich content,” which helps increase engagement and inquiries. Longer, richer content can help you meet the needs of parents looking for schools like yours online. Long-tail keywords, in particular, will assist you in answering questions or addressing topics of interest to your potential families. Keyword research will assist you in determining what content to prioritize.
4. Keyword Research Can Be Used to Optimize Social Channels
For some private schools in less competitive areas, having a well-optimized website may be sufficient to help you get the students you need. However, most private schools will need to implement other SEO-friendly strategies, such as developing a strong social media presence and generating backlinks to your website.
Your keyword research findings can be applied to social media sites, review sites (Google Business Profile, Yelp, etc.), and education-related directories. Rich content and consistent use of target keywords will help you achieve your optimization and growth goals.
5. Keyword Research Can Be Used to Leverage PPC ads
While organic search is preferable, most private schools will need to use pay-per-click (PPC) ads at the start of a campaign; PPC ads, such as Google Ads, can be used with the exact keywords you used for SEO. The same keyword ranking will be applied to both paid and organic links. If you are involved in online advertising, you should be able to use your keyword research for various purposes.
6. Keyword Research Can Be Used to Measure Your Progress
Regardless of your digital marketing strategy, it is critical to track your progress. Tracking where your website ranks for your targeted keywords is one way to gauge the effectiveness of your marketing efforts.
While tracking long-tail keywords can make this a little more complex, it can still be beneficial. Once you understand your results, you can make changes that will significantly impact your visibility, site traffic, and inquiries.
One method is to measure where your site ranks for specific keywords and then re-measure once your website messaging has been updated.
If you're not sure how to determine where your website ranks in search results, read this article that lists 50+ Online SEO Tools for Audits, Backlink Monitoring, Keyword Research, and Rank Tracking.
The internet is the most important and easiest way to reach people in today’s always-connected and online world. We stay in touch with our target audience through keyword research. Even though content marketing, social media marketing, marketing automation, and other marketing tactics are rated higher in terms of popular internet marketing trends than SEO, keyword research is the foundation of all digital marketing practices.
Keywords show where your traffic is coming from when you check Google Analytics or other analytic tools. They will aid you in identifying what your school is known for.
Final Thoughts
Using the right keywords informs you about the type of content you need to create or have on our site. Keyword research is the foundation for your online marketing efforts, influencing every decision you make. I strongly advise maximizing your keyword research to attract the most qualified inquiries.
If you need help with your content marketing strategy, contact me, or you can also download our FREE “Enrollment Growth Content Marketing Plan for Private Schools,” where much of the baseline research has been done for you!
Enrollment Growth Content Marketing Plan for Private Schools
Free Resource
If you want to grow your private school in today’s climate, you need to start thinking digitally. Stand out by creating blog posts and local landing pages that directly answer what your potential families are searching for online.
