For marketers in the education vertical, columnist Janet Driscoll Miller provides some helpful tips to get your site optimized in time for admissions season.
July typically means a new fiscal year for colleges and universities, bringing with it new marketing plans and goals for the upcoming educational year. Where does SEO fit into your higher education marketing plan this year? Hopefully, right at the top.
Earlier this year, Chegg Enrollment Services and the National Research Center for College and University Admissions (NRCCUA) conducted a survey of 726 high school students researching universities. Online searches ranked as the top method used by prospective college applicants to discover universities and programs, and the second most popular method used both during and after the admissions process.
However, higher education faces its own set of unique challenges for SEO. University websites are often segmented by school, program or department. This can result in many contributors to the SEO process, often without a singular roadmap to follow across the organization. Additionally, it’s not uncommon for the university’s IT department to own web development, sometimes creating a backlog for technical SEO changes that need to be made.
I’ve worked with many colleges and universities on SEO, and the problems can certainly be unique compared to other industries. I recorded a webinar about those challenges earlier this month, and I pulled out the primary points to share. As you begin to prioritize your higher education marketing plan and the specific SEO tactics you’ll tackle this upcoming year, here are the seven top areas that I see as some of the greatest challenges in SEO for universities, and also the areas that need the most attention.