Are you a private school decision-maker or marketer struggling to get your website noticed? In today's digital age, having a strong online presence is crucial for attracting families and boosting enrollment. This guide will introduce you to the power of Search Engine Optimization (SEO) and show you how to transform your online visibility.
Did you know that almost 7 out of 10 of online experiences begin with a search engine? (BrightEdge) For private schools, appearing at the top of search results can make the difference between full enrollment and empty classrooms. SEO is the art and science of enhancing your website to rank higher in search engine results. When parents search for schools in their area, you want your school to be among the first results they see. Why? Because the majority of clicks go to the top results on the first page of Google. Simply put, better SEO means more visibility, more visitors, and, ultimately, more students for your school.
In this comprehensive guide, we'll explore why SEO matters for K-12 private schools and provide actionable tips on how to improve your school's SEO. From understanding the basics to implementing advanced strategies, you'll learn how to make your website a magnet for prospective families. Whether you're new to SEO or looking to refine your approach, this guide will equip you with the knowledge and tools you need to succeed in the competitive world of private school marketing.
Ready to get started? Let's dive into the world of SEO and discover how it can help your school shine online!
SEO for Private Schools Tip #1: Why is the Top 10 of Google Search Results So Important?
There’s a long-standing joke among digital marketing experts that the best place to hide a body is on the second page of Google results because nobody goes there.
Think of SEO like this: just as the beautiful images and well-written copy on your website make it easy for prospective families to learn how wonderful your school is, SEO makes it easy for Google to identify relevant phrases and keywords that those parents and guardians are typing into their search bars.
Thousands of consultants will claim to improve your SEO. Some are very good. Some are decent. And some are, to be charitable, less good. However, one thing they all have in common is that they cost money.
But before you consider hiring outside help, let’s take a look at how search engines work and see how schools can organically improve their SEO in a targeted, natural way — in a way that’s aimed not only to increase clicks but also to help attract families who are looking for a school just like yours.
As Google’s market share among search engines has increased, many online businesses have discovered that whether they’re on the first page of Google results can be the difference between profit and bankruptcy.
For schools, the importance of Google is more nuanced. Sure, you want Google to rank you as highly as possible.
- But for what searches?
- And for which users?
To answer those questions, we’ll have to dig deeper into how you need to think about SEO for K-12 private school websites.
SEO for Private Schools Tip #2: Know That Web Searches Are Global, but Schools Are Local
Unlike e-commerce giants that cater to a global market, your school’s potential students are right in your backyard. Understanding this local focus is crucial for your SEO strategy. Let’s explore how you can dominate local search results and become the top choice for families in your community.
Also, families searching for schools online often focus their search on a particular kind of school — whether that’s by cost (i.e., if the school is free to attend or not), academic performance of the student body, if the school has an area of concentration (like STEM or the arts), and so on. Families search online for schools with intent.
Before beginning an SEO effort, ask yourself who you are trying to attract.
Develop family personas — a lookalike profile of the family in your community you typically enroll. Create these parent personas for your school, and ask yourself what search terms these families are using.
These search terms will be the building blocks of your K-12 private school's SEO strategy.
Steps for Local SEO:
- Claim your Google Business Profile listing and ensure all details are accurate.
- Encourage satisfied parents to leave positive reviews online.
- Use local keywords naturally in your website content, such as “private school in [Your City].”
- Engage with local community websites and forums to build backlinks.
SEO for Private Schools Tip #3: Place SEO Keywords Across Your Website
Once you’ve identified the search terms most likely to be used by the families you want to attract, the next step is to use those terms yourself.
Here are some tips for how that looks in practice:
- Feature those terms in blog posts.
- Create pages on your website dedicated to those topics.
- Use those exact terms when you are describing your programs or educational approach.
For example, say you’re a school with a great arts program, and you’re trying to capture families searching for schools that specialize in that. You could create a blog post about the value of being artistic from a young age.
That blog could then drive the reader to a page that would give them more specific details about your school’s program, your art instructor, the art other students have created, awards your students have won, what they’ll learn at each grade level, and so on.
Across all these pages, be sure you use a keyword and key phrases that the families in your community will be searching for.
Do whatever you can to make your search terms central to your online messaging.
Avoid This Pitfall
Just spamming search terms all over your website won’t help much with attracting clicks or keeping the attention of families after they’ve clicked.
Search engines are very smart about identifying clickbait websites. Families searching for schools online won’t be impressed if your blog just uses the words “private school in Cary” or “best school in Charlotte” over and over again. That’s not how SEO for schools works.
Yes, it does take time and effort to create valuable content (blog posts, videos, web pages, infographics, and so on). But parents and guardians won’t be fooled in the slightest by a page that’s stuffed with keywords and offers nothing to hold their interest.
By creating relevant, valuable content that families want to read, share, and save, you’ll make your school’s website much more visible on search engines.
SEO for Private Schools Tip #4: Don’t Forget About the Pictures
One important and often forgotten avenue for boosting your school’s SEO is through the images you post on your website. Google is pretty smart. But it’s not (yet) smart enough to know exactly what each image is.
To help Google, you need to add labels called alt tags to your images. These alt tags describe the image and should use the same SEO keywords you use in your web copy.
For example, if you are a K-12 private school with a STEM focus, you might title your picture of kids experimenting as “Students working on a STEM project.”
While visitors to your site might never see these labels, Google certainly will. And they will use this to determine your school website’s SEO ranking. So it’s worth the time to get your alt tags right.
Quick Tips for Writing Alt Tags:
- Be descriptive: Explain what’s in the image in a clear and concise way.
- Use keywords: Integrate relevant keywords naturally.
- Keep it short: Aim for no more than 125 characters.
- Avoid keyword stuffing: Make sure your tags read naturally.
SEO for Private Schools Tip #5: The SEO Positive Feedback Loop
Think of your SEO strategy as a snowball effect. Start with small, targeted efforts by optimizing your content, and watch as it gains momentum. This process will gradually attract more visitors, generate valuable data, and continuously enhance your SEO efforts. Here’s how this positive feedback loop works and how you can leverage it for your school:
Better Content Leads to More Visitors
Begin by creating high-quality, relevant content tailored to your target audience. Use the keywords and phrases that your prospective families are searching for.
Example: Write blog posts about your school's unique programs, success stories, and community involvement.
More Visitors Lead to Better Data
As more visitors come to your site, use analytics tools to gather data on who they are, what they’re searching for, and how they’re engaging with your content.
Example: Use Google Analytics to track page views, visitor demographics, and behavior flow.
Better Data Leads to Better SEO
Analyze this data to refine your SEO strategy. Identify which keywords are driving traffic and which pages are performing well.
Example: If a blog post on your STEM program is attracting a lot of visitors, consider creating more content around STEM education.
Better SEO Leads to Better Content
Use the insights gained from your data analysis to improve your content. Focus on creating even more relevant and engaging material.
Example: Expand your popular STEM blog post into a series, or create a downloadable guide on STEM activities for kids.
By viewing your school’s SEO strategy as a positive feedback loop, you can continuously improve your website’s performance. Over time, this cycle will lead to:
- Higher-quality content that resonates with your audience
- Increased website traffic from engaged visitors
- More precise data to guide your SEO efforts
- Enhanced overall SEO, making it easier for prospective families to find your school
Remember, effective SEO is an ongoing process. By regularly analyzing your data and adapting your strategy, you’ll keep the momentum going, ultimately leading to better visibility, more inquiries, and higher enrollment for your school.
SEO for Schools Tip #6: Know That SEO for School Websites is a Long Game
So you’ve optimized your keywords, tagged your images, and registered your business. Now your traffic will double tomorrow, right?
Not quite.
It can take months for your SEO efforts to fully bear fruit (typically 6-9 months). For instance, it can take 4 to 6 months just for Google to properly index your new pages.
While you’re waiting for those SEO results, it can be useful to engage in other activities to keep the momentum going.
While Waiting for SEO Results:
- Continue to produce high-quality content.
- Engage with the community on social media.
- Seek backlinks from local organizations and websites.
- Monitor and analyze your website traffic to identify trends.
SEO for Schools Tip #7: Remember, Clicks ≠ Students
While attracting more visitors to your website is a great goal, ultimately, you want those clicks to translate into students enrolled at your school.
Conversion Strategies:
- Use clear and compelling calls-to-action (CTAs), such as “Schedule a Tour” or “Request More Information.”
- Highlight unique selling points of your school that differentiate it from others.
- Ensure your website is user-friendly and provides a seamless experience for prospective families.
- Track and analyze conversion rates to continually refine your approach.
Clicks are just the first step. It’s crucial to have a clear pathway for visitors to follow that leads them from discovering your school to taking action and ultimately enrolling their child.
SEO for Schools Tip #8: Don’t Be Afraid to Ask for Help
SEO can be complicated. Thankfully, you don’t have to tackle it alone.
Consider asking for help from an SEO consultant or digital marketing agency that specializes in working with schools. They can provide expert advice and handle the technical aspects of SEO, allowing you to focus on what you do best — running your school.
Choosing an SEO Consultant:
- Ask for references and case studies from similar clients.
- Ensure they have a deep understanding of the education sector.
- Clarify the types of services they offer and how they will measure success.
- Establish clear communication and regular reporting practices.
Ready to boost your school’s online presence? Contact me today for a free consultation and discover how our SEO services can help you attract more families and increase enrollment.
By following these tips, you can start to see improvements in your school’s SEO, helping more prospective families discover the benefits your school offers. Remember, SEO is a marathon, not a sprint. With patience, persistence, and the right strategies, your school can achieve its online visibility goals.
