SEO, or search engine optimization, is a crucial part of any type of inbound marketing. SEO involves using keywords that set up your page to be easily found by Google and other search engines. These search engines send "spiders" to crawl through the internet and find your pages. The easier they find your page, the higher you'll rank on search result pages. Higher ed SEO can definitely increase impressions and attract more applicants and future students. To get started, here are three things everyone in higher education needs to know about SEO:
1. Think about your target market
Who do you want to attract to your school? What kind of students and applicants are you looking for? What type of parents do you want to send their child to your school? These are all things to think about before using SEO. The keywords you use to get visitors on your site will depend on the type of people you want to attract.
2. Pick the correct keywords
Choose keywords that your target market are interested in. Once you have them picked out, insert them in the body of your text, urls, metatag descriptions and internal and external links. Place them throughout your post, but be careful not to overuse them, as Google will receive that as spam.
3. Promote the pages that your keywords exist on
You need to get the word out about your pages so that search engines can more easily find your keywords. Tweet out links to the blog post, department page or whatever kind of page it is. The more visits to the page and the more links that point back to the page boost your SEO rankings like you wouldn't believe!
4. Track your progress
Finally, once you have implemented SEO into your posts, checking your progress is crucial to discover what is working and what could use improvements. Progress can be tracked through number of page views, phone calls, requests for information, downloads and many more. You will quickly discover what posts are receiving a lot of impressions from SEO and which could use more.
In conclusion, using search engine optimization is a great way to efficiently use inbound marketing at your institution. If you are looking to expand your school's inbound marketing even further, click our link below to find out how universities can appropriately use landing pages.