Writing keyword rich content that increases search results — and sounds great too

Constant updates to Google’s search algorithm are being made. But it doesn’t do you any good to obsess over them – just know that the goal is to improve the user experience, not stress you out. If your school is working with a skilled digital agency, you can rely on them to optimize your campaigns and content. If you are looking to DIY, the simplest way you can take advantage of all of what Google and other search platforms have to offer is to set your website up for success with keyword-rich content.

When keywords are done right, you can boost the quantity and quality of organic (non-paid) traffic to your site:

Your position on the first search page (top 5) will get 70% more clicks than the second page.

51% of traffic to most sites comes from organic search.

Why does keyword-rich content matter?

It sounds simple, but the more keywords you have on your site that correspond to what people are searching for, and that you’re relevant for, the more traffic you will receive. Although a cornerstone to any good digital strategy is paid search, there’s no way to know exactly how much your competitor schools are spending. The best way to boost your search volume organically is to update your site with the words that matter most.

How do I find out what the best keywords are?

When it comes down to it, you know your prospective students the best. Think like they think, interview current students, scour your competitors’ sites, do countless google searches and use related searches to brainstorm. Think like a student considering a degree:

Is an MBA worth it?

EMBA in California

Executive MBA ROI

Is an online degree right for me?

When is the best time for an MBA?

How much does an MBA cost?

Global EMBA program

Although you may have highly attractive program benefits you want people to know about, these may not always translate to popular search terms. This doesn’t mean that you wouldn’t want to include features like “Canadian immersion” or “Doing business in Asia” on your site – it just means that you will benefit more from the real questions students are asking. Keep in mind that although you’ll want plenty of broad words like your degree name, it is unlikely that you will rank for them so finding your niche and including 3 word phrases will help.

Tips on finding relevant keywords:

You can use tools like SEMRush and Google Keyword Planner to find out what people are searching for.

You can hire an agency to do an audit and make recommendations for you.

Know that keywords are not always just words – they can be phrases or questions too.

How do I write keyword-rich content?

As a general rule of thumb, Google looks for keywords in your opening and closing paragraphs and no more than 5 times per page. This goes for blogs as well. But weaving them in can be difficult – be careful not to just write sentences that stack word after word. Here are some tips:

Start with your homepage – this is the most visited site on your page and you want the most important keywords to appear here. This is a great place to include phrases and questions.

Write your content first, thinking more about your message and prospective student’s mindset than keywords.

Once you’re happy with your message, go back in and identify places where you can insert keywords that make sense and don’t distract.

As you are looking for ways to increase traffic to your site using SEO, take a look at your keyword strategy. GPRS can give you access to successful methods and copywriting tips to make your site stand out to search engines.

BY Anthony Campisi | February 7th, 2020

Ramp up for recruiting season. Try new event types, go local and keep the lines of communication open.

A room full of prospects at your upcoming admissions events is your objective. Start with an event strategy that will register with your future students and help you stand out from the competition during recruiting season.

As you finalize your plans and budget for the upcoming recruiting season, here are some tips to customize your communications and maximize your event attendance with the right leads.

Make your event unique – and market it that way

Yes, your prospects, regardless of their age or career stage, want to know the benefits of earning an advanced degree. But more importantly, they are looking to experience your school. That includes everything from professor interaction to meals during class days and what your building looks like. Giving your prospects a glimpse of “a day in the life” can go a long way in helping them make their decision. It also ensures they are a good fit for the program.

When you’re planning your events, try thinking outside the classroom. Plan a short walk around the building or grounds, cater snacks or lunch from a local restaurant or include a faculty meet and greet. If your program is online, try showing a video of a virtual class or including a student panel. Although you may be tempted to spend your limited valuable time promoting your degree (which is also important), try adding a unique element that will entice your prospects. Give them a feel for your school’s culture and help you stand out from the competition.

Try feeder events

Your prospects are busy. Whether they’re completing undergrad, shifting careers or climbing the corporate ladder, their time is limited. And as they’re deciding their next steps, they may not have the availability to attend lengthy events at multiple schools. Giving your prospects options for how they experience your school can make a huge difference. You want them to attend a ½ day admissions event or weekend workshop – but often that’s not the first entry point.

If you give your prospective students the opportunity to preview your school by attending a webinar, an informal lunch or a cocktail hour, you are more likely to push them further down the funnel. Talk to them about their career goals, determine what their ambitions are and then invite them to take the next step.

Go local

Based on your geography, and brand strength, your school may draw students from up to 300 miles away. Show them that attending your school is attainable by connecting with them in their area. Host informational lunches or dinners in different cities where you believe your prospects live. Use geotargeted digital advertising to drive event registrations. Follow up with prospects via email and texts based on filters in your CRM. Do what you can to show up and meet them on their turf.

Encourage attendance after registration

Event registrations do not guarantee attendance. In fact, it’s possible that 20-50% of your attendees may not show up. To stay connected with them, show them you care. Call or text them to encourage them to come. Email them using personal subject lines and even use your personal email to touch base. If you don’t have the resources to follow up with everyone individually, use an outbound call center or automated texting. And don’t forget the power of your CRM to send timely messages.

As you finalize plans for recruiting season, consider partnering with a firm with a proven track record in higher ed. GPRS can give you access to successful formulas, methods and media choices to build a solid campaign aimed at your target student. Using our proven Digital Blueprint, we can hone in on qualified candidates and deliver the right communication and messaging that will encourage them to take action.

Month: February 2020

Insights from the Higher Ed Experts