Search Influence is excited to announce we have been named to CityBusiness’s 2023 Best Places to Work list in the Small Company category. This is our second year in a row receiving this honor and our fourth time overall.
What Is the CityBusiness Best Places to Work List?
Every year, New Orleans CityBusiness magazine compiles a list of the best places to work in the Crescent City.
The local publication divides business into three categories when deciding who makes the list:
Large Company (250 or more U.S. employees)
Medium Company (50-249 U.S. employees)
Small Company (10-49 U.S. employees)
The magazine judges businesses of all types on employee satisfaction categories, such as:
Employee salaries
Employee benefits
Employee retention levels
Employee advancement
CityBusiness reviews this information, along with an anonymous survey from every company’s employees, to measure workplace culture.
Around 80 local businesses are chosen each year and recognized in the December issue of CityBusiness magazine.
Search Influence Is Powered by People
Led by our CHARGED values, Search Influence is a digital marketing agency for the people by the people.
Since SI’s early days as a spare bedroom operation at the home of Co-founders Will and Angie Scott, there has been an emphasis on creating a healthy and comfortable work environment.
Our average employee tenure of 5.9 years illustrates this comfort amongst employees.
Search Influence happily gives our employees time to take care of life’s little hiccups.
Need to head out early to bring your car to the shop?
Drive safe!
Are the kiddos not feeling well and need an early pickup from school?
Clock out — your little one’s health comes first!
We believe giving our employees space to live allows them to come to work energized and ready to create industry-leading digital marketing campaigns for our clients.
Learn More About Our New Orleans Digital Marketing Agency
Your marketing spend derives the outcomes you’re after
Your results are competitive in the broader industry
Your promises from third-party vendors are realistic
One roadblock: Many higher ed marketers don’t know where to start and where to go when calculating their CPI.
Search Influence joined forces with UPCEA to bridge this gap and designed a comprehensive CPI roadmap in our upcoming webinar, “The Power of CPI to Measure Higher Ed Marketing Success.”
What You Will Learn
Attend the live webinar and learn:
The multiple ways to measure CPI and the best method for your institution
How to take existing data and use it in your calculation
Pro tips on navigating challenges when capturing your CPI
All attendees gain access to a free worksheet that helps you calculate your CPI more easily.
Plus, we’ll key you in on a survey in progress by UPCEA and Search Influence aimed at establishing a benchmark for higher ed CPI. We’ll share how you can be a part of this sweeping discussion, set to revolutionize the way we measure higher education marketing success.
Bruce Etter, Senior Director of Research and Consulting, UPCEA
Paula French, Director of Sales and Marketing, Search Influence
Alison Zeringue, Director of Account Management, Search Influence
Attend Live for the Chance to Win Big
Live attendees will also have the exclusive chance to win two prizes! Join our live webinar and get automatically entered in our giveaway of:
A $200 credit to a global reward catalog with 1,000+ gift cards, prepaid cards, and charitable donations
A FREE, professional CPI analysis with Search Influence. Our marketing experts will help you identify data for your calculations, interpret it, and compare your results against our industry-grade benchmarks.
Pioneering Advancements in Higher Ed Marketing
Search Influence has been a proud Platinum Partner of UPCEA since 2022.
We’re excited to take our partnership to new heights with “The Power of CPI to Measure Higher Ed Marketing Success,” another initiative that helps higher ed marketers think smarter, not harder, about their success.
Watch the recording to see what calculating your CPI can do for your marketing strategy.
Marketers who invest in paid search but don’t use SEO miss out on valuable opportunities to grow their brand, impact, and results.
Paid search offers immediate, measurable results, while organic search provides long-term, cost-effective benefits. Both are essential for a balanced marketing approach that captures the ideal target audience.
When you leverage these strategies in tandem, you can stretch your advertising budget further and gain a higher return on your investment.
Already diving into the world of paid search? You’re likely experiencing satisfactory — if not excellent — returns on your investment. Your click-through rates are healthy, your conversion funnels are a work of art, and the ROI numbers speak for themselves.
But, why stop at one win when you can score a double?
The ROI potential of organic search is often underestimated, yet its impact is monumental. With organic search, you invest in a long-lasting asset that continuously draws in high-quality traffic and gains.
By leveraging both paid and organic search, you create a powerhouse that maximizes your budget and outperforms each strategy used in isolation.
Comparing the Advantages of Organic Search vs. Paid Search
Organic search refers to the unpaid search engine results that appear when you type a keyphrase into a search engine, such as Google, Bing, or Yahoo.
Organic search differs from paid search in two primary ways: You don’t pay for high-rankings, and you earn those rankings based on how relevant your content is to the user’s search query.
The higher you rank in the organic listings, the higher the traffic to your website.
Data from Brightedge shows organic search constitutes over 53.3% of all website traffic, while 15% comes from paid search.
However, despite pulling in a lion’s share of page visits, organic search shouldn’t trump your paid efforts, and vice-versa. Choosing one approach at the expense of the other only risks leaving valuable opportunities on the table.
Organic and paid search are complementary marketing strategies. When used together, they yield results much greater than the sum of their individual parts.
Benefits of paid search
Paid search is popular for a reason. It’s fast-acting, easily adaptable, and you can measure its performance down to the most granular details.
Some of the top benefits you get by investing in this marketing strategy include:
Immediate visibility: Unlike organic search, which can take time to yield results, paid search offers immediate visibility. As soon as your ads are set up and approved, they can appear in relevant search results, driving instant traffic to your website.
Targeted reach: Paid search allows for precise targeting based on a variety of factors, such as keywords, location, demographics, and device type. This level of targeting ensures that your ads are shown to a highly relevant audience, increasing the likelihood of conversion.
Measurable and actionable results: Paid search offers detailed metrics and insights into your ads’ performance. This data helps you assess the effectiveness of your campaigns and make more informed decisions. You can optimize by testing different ad creatives, landing pages, and keywords.
Cost-effective: While you pay for each click, the ability to set a budget and bid strategy allows you to control your spending. Additionally, the targeted nature of paid search can lead to higher conversion rates, making it a cost-effective advertising method.
Benefits of organic search
When marketers invest in an organic search strategy, they’re investing in the tried-and-true practice of search engine optimization (SEO). This technique involves optimizing a website to appear higher on the search engine results page.
Successful SEO encompasses many different moving parts, including:
Keyword research: Identifying and targeting specific keywords relevant to your business helps tailor your content to attract qualified traffic.
Link building: Acquiring backlinks from reputable websites boosts your site’s authority, which can improve its ranking in search engine results.
On-page optimizations: Improving elements like titles, meta descriptions, headers, and content itself ensures that both search engines and users find your pages relevant and valuable.
Technical SEO: Optimizing your website’s underlying code, speed, and structure makes it easier for search engines to crawl and index your content.
Local SEO: Optimizing your site for local search helps you rank higher in geographically relevant queries, making it easier for local customers to find you.
User experience (UX): Enhancing your site’s usability and navigability keeps visitors engaged and signals to search engines that your site is user-friendly.
Each of these tactics plays a distinct role in optimizing your site for a better position in organic search results. When utilized correctly, effectively, and efficiently, they can lead to several compelling benefits, such as:
Increased organic traffic: By optimizing for relevant keywords and creating quality content, SEO helps increase the visibility of a website in search engine results, leading to more organic traffic.
Improved user experience: In revamping the structure and content of your website, you make it easier to navigate, which can improve the overall user experience.
Higher conversion rates: Through targeted optimization, SEO can attract more qualified leads to your website, leading to higher conversion rates, as visitors are more likely to take desired actions.
Why You Need a Paid Search + SEO Strategy
Adding SEO to your paid search strategy isn’t about dishing out hefty dollars or doing extra heavy lifting to reap results.
This one-two punch is about working smarter, not harder. When you adopt a comprehensive strategy, your paid and organic search efforts merge to inform each other for a budget-friendly, high-impact approach.
SEO is one of paid search’s biggest allies and strategic influences. It works to bolster the impact of your pay-per-click (PPC) ads by offering numerous advantages, including:
Brand credibility: If your site ranks high in organic search for relevant keywords, it may enhance your brand’s credibility and authority. This trust can translate into higher click-through rates for your paid search ads.
Improved quality score: Google’s Quality Score considers the relevance and quality of your landing pages. If your organic search efforts result in well-optimized landing pages, it might indirectly contribute to a higher Quality Score for your paid search ads, leading to lower costs and better positioning.
Shared insights: Your paid search campaigns can gain data from your organic search efforts, including effective keywords and user behavior. With these insights, you’re able to ensure more effective targeting and ad creation.
User experience and relevance: Successful organic search optimization involves creating relevant, engaging content that resonates with users. By leveraging this content in paid campaigns, like Google ads, you create a consistent user experience that enhances conversions.
Double visibility: Appearing in both organic and paid search results increases your overall brand visibility and reinforces your message, making users more likely to engage with either your organic result or paid ad.
Use case: Paid search & SEO for improved keyword visibility
Seeing double doesn’t always mean it’s time to visit your nearest eye care clinic.
In the search engine marketing world, double visibility for certain keyword searches opens the door to increased brand awareness, clicks, and conversions.
By occupying both paid and organic real estate on the search engine results pages (SERPs), you crowd out competitors and offer multiple avenues for potential customers to interact with your brand.
Our higher education client, Tulane SoPA, reached double visibility in the SERPs for the keyword “MPA degree New Orleans.”
The top page, flagged as “sponsored,” is the university’s paid search effort, and it leads to the corresponding landing page for the Master of Public Administration program.
Tulane SoPA’s organic listing for the MPA degree lies just below Google’s “People Also Ask” feature, still on page one.
Interested prospects searching for the perfect MPA program in their preferred locale are met with multiple signals pointing them to Tulane SoPA. When they click through to one of the pages, Tulane SoPA has higher chances of increasing their conversion rates.
The ROI Potential
The ROI of an organic vs. paid search strategy may look different, but they don’t have to be mutually exclusive. With a combined search strategy, you can do more with your marketing and have better returns, without breaking the bank.
Used in tandem, paid and organic search stretch your budget further. Their complementary inner workings drive more conversions and dollars to your brand, particularly by:
Increasing overall traffic: By targeting different segments and stages of the buyer’s journey, both paid search and SEO can drive more traffic, improving overall reach and potential conversions.
Increasing conversion rates: Utilizing insights from both channels can lead to better targeting and more relevant content, thereby increasing the likelihood of converting visitors into customers.
Offering data-driven optimizations: Using data from both channels allows for more informed decisions and continuous optimization of both organic and paid strategies, leading to improved performance and ROI.
Allocating resources strategically: Understanding the performance and ROI of both channels enables you to strategically allocate resources, investing in areas with the highest returns.
Increase Your ROI With SEO & Paid Search Experts
Sticking to just one marketing channel is like running a race with one shoe. You might still finish, but you’re hobbling your chances for a winning performance.
A superior marketing strategy is holistic, leveraging both the quick returns of paid search and the sustainable growth offered by SEO.
At Search Influence, we put these winning, comprehensive strategies within your reach. With over 15 years of experience offering custom solutions, analytics-based strategies, and results you can measure, we are your partner in optimizing your full potential.
Interested in learning more about merging organic and paid search in your strategy? Let’s talk about it.
We’re thrilled to announce the selection of Search Influence as a finalist for the 2023 US Search Awards in the “Best Use of Search B2C – PPC” category.
The US Search Awards nominated our work, the Graduate Certificate campaign for the Tulane School of Professional Advancement (SoPA), as a standout among several high-caliber entries.
The Campaign Recognition
Since 2017, Search Influence has helped our higher education client, Tulane SoPA, expand their reach and see greater search results.
The 2023 US Search Awards recognizes our latest work on the university’s 2022–2023 Graduate Certificate campaign, aimed at increasing conversions for master’s degrees. Through dedication, innovation, and strategic expertise, our team surpassed all goals set at the start of the campaign.
The end result? A total of 303 conversions compared to a goal of 270, and nearly a 4x increase in graduate certificate inquiries.
Over the past 6+ years, we’ve been privileged to amplify Tulane SoPA’s online presence, celebrating their contributions to higher education.
About the US Search Awards
The gold standard in the search industry, the US Search Awards honors leaders in PPC, SEO, and content marketing across the United States. Renowned search experts judge each entry, using a rigorous two-tier approach to maintain ethical and transparent criteria.
Every year, hundreds of search companies enter their submissions for this prestigious award. The US Search Awards selects only a portion of these finalists.
This year’s winners will be announced at the October 18th awards ceremony in New York. We look forward to joining other industry leaders to celebrate the very best in search.
Continued Excellence in All Things Search
Being shortlisted is more than just a recognition — it’s a badge and banner of honor. And, it’s a validation of our steadfast commitment to delivering results-driven search solutions for our clients.
To learn more about our nominated work and the weight of this recognition, visit our blog on the official US Search Awards site.
Data is the key ingredient of any successful search engine optimization (SEO) strategy. But for many higher ed institutions, tracking and reporting of the proper metrics falls to the wayside, and the consequences are more than just deans and directors left in the dark. Failing to use data properly means your institution may be wasting funds and missing opportunities to engage with prospective students.
In our latest blog for our partner UPCEA, Search Influence Director of Sales and Marketing Paula French discusses the importance of leveraging the right higher ed SEO metrics to inform both your team and strategy informed.
Paula French’s Take on Vital SEO Metrics
As we found in our 2023 Higher Ed SEO Research Study conducted with UPCEA, institutional leadership often lacks SEO reporting. 62% of institutional leaders want reporting on SEO metrics, but just 31% receive regular updates.
SEO success and health metrics, two crucial pieces of trackable data, have a direct impact on how well you perform in search results. When you don’t track or report on them, you miss out on valuable insights you can strategically use to your institution’s benefit.
In her blog post, French demonstrates how this neglected priority can affect your success in generating inquiries and increasing enrollment. Read the full blog to learn:
The key SEO metrics for higher ed digital marketing
How SEO success metrics and SEO health metrics differ
Tools for tracking the right SEO metrics
Tips for leveraging SEO metrics to set goals and create more informed strategies
Search Influence’s Platinum Partnership With UPCEA
In 2022, Search Influence partnered with UPCEA, the leading association for professional, continuing, and online (PCO) education. Together, the pair shares their industry expertise on how higher education institutions can use SEO to drive more qualified prospects to their digital marketing channels.
Smarter SEO for Better Results With Search Influence
Investing in SEO yields long-term results, but neglecting to track vital metrics could stall your progress.
At Search Influence, we specialize in monitoring and reporting higher education digital marketing metrics, empowering you to convert insights into actionable strategies.
Do more with your institution’s SEO. Contact our team today to get started on your path toward better search tracking, reporting, and performance.
I can’t believe I’m sharing this, but after doing it a few times, I realized that the Skyscraper Technique, when paired with ChatGPT data mining, is too good to keep to myself.
But look, don’t tell anyone else, alright?
[ez-toc]
Everybody’s afraid of the impact of derivative content. I say, if you can’t beat ’em, join ’em.
[bctt tweet=”Everybody’s afraid of derivative content. I say, if you can’t beat ’em, join ’em.” username=”w2scott”]
Lean into the power of derivative content and take a lesson from Brian Dean in the Backlinko heyday.
At the time, I was getting back from Pubcon, having presented on AI content (as much as we understood at the time), and was super pumped about the opportunity.
I started experimenting with sampling existing content to build personas for voice and tone, but it was nothing like we’re able to do now. With updates to the core OpenAI GPT, both in the underlying technology and in the size and scope of content one can process, we can go both deep and wide on topics.
The more recent ability to execute a web search with plugins and the expanded data exploration enable summarization and understanding of exceptionally long and complex topics.
The machine learning models and artificial intelligence technology are amazing in and of themselves. The killer app, in my experience, is the ability to analyze the aggregated content of those articles you’re summarizing and glean really useful information.
ChatGPT As a Data Analysis Engine
In a recent experiment, I had ChatGPT summarize the top ten articles on a topic, including highlighting unique positions. This use of natural language processing makes ChatGPT a much more valuable tool to perform tasks where the data collection and correlation analysis are themselves a competitive edge.
It’s simple to get started — search Google for your target keyword. The answer will give you a ton of new ideas and more links than you know what to do with.
Then, use ChatGPT data mining to extract common elements. In this case, we’re talking about the most commonly cited higher education marketing strategies.
[bctt tweet=”Search Google for your target keyword. You will get a ton of ideas and more links than you know what to do with. Then, use ChatGPT data mining to extract common elements.” username=”w2scott”]
It’s these kinds of classification tasks where I think ChatGPT really shines.
I’m looking forward to the very near future, where AI image tools like Midjourney and Dall-E can take the language model output and turn it into data visualization. Obviously, getting accurate responses from the code can lead to a better piece of content.
This is just one of many factors that must be addressed before data scientists can rely on this powerful tool.
Will this work for every subject? Maybe not, but for any topic with abundant informational content available, it should be effective.
What Is the SEO Skyscraper Technique?
The Skyscraper Technique was popularized by Brian Dean at Backlinko. As you would imagine, it’s been imitated, misquoted, and SEO’d beyond belief.
Step 1: Find link-worthy content.
Step 2: Make something even better.
Step 3: Reach out to the right people.
[bctt tweet=”The Skyscraper Technique was popularized by @brianedean at @backlinko. As you would imagine, like most tactics that work, it’s been imitated, misquoted, and SEO’d beyond belief” username=”w2scott”]
Note that the first filter is about links. Links are great and a strong signal of authority, but since Dean’s original article, Google has moved much further down the road toward a semantic, entity-based web.
Links are still critical to ranking, but it’s widely acknowledged they are also very manipulable.
This means that the page’s content and its relationship to already recognized entities can be as important as the links pointing to it.
In fact, if you believe Kyle Roof or Koray Tuğberk Gübür, you might think you can own the SERP without links at all.
So, the difference in this approach is that, instead of looking at a single piece or a small set of content, we look at all the content to which Google is giving the love.
[bctt tweet=”Instead of looking at a single piece or a small set of content, we look at all the content to which Google is giving the love.” username=”w2scott”]
Another difference is the respect we show the other ranked articles we’re referencing. We’re not just trying to one-up them — we’re giving them their dues with a summary and a link.
And yes, by including the summary, we’re assuring we include all those juicy semantic entities and keywords in our article, too. We’re, therefore, also relieved of the challenge of keyword research because we know these articles rank. Look at a great number of sources and build the tallest skyscraper, and you win.
And finally, by syndicating the content we’ve created, with derivative content enabled by AI, we’re presenting a 360-degree view of both the content and the link universe.
And we’re setting ourselves up so that the first links pointing back are both super authoritative and, potentially, linkable assets in their own right.
How Do You Use ChatGPT for Data Mining?
In the last six months, ChatGPT has become a fantastic tool for data mining. With the addition of web crawling and integrations to third-party data sources like Google Sheets, what was previously just a content regurgitator is now a proper data analysis tool.
In my original article on ChatGPT data mining, ChatGPT didn’t have live web crawling ability and was still giving out a lot of information it shouldn’t have been. In fact, it was giving me email addresses — accurate or not — for Pubcon speakers, past and present.
But, as that article showed, you can’t trust ChatGPT to tell the truth, and there’s a fair likelihood that some of those addresses are made up.
[bctt tweet=”You can’t trust ChatGPT to tell the truth, and there’s a fair likelihood that some of the information is made up.” username=”w2scott”]
And just like that, it went away.
From the earliest days of ChatGPT, you could ask it to identify frequency, relationships, and even format information in tabular form. But you still couldn’t trust it.
Now, with ChatGPT ingesting data from web crawling and Google Sheets, for instance, it’s the content that gets ingested one has to worry about, not ChatGPT’s famous hallucinations.
[bctt tweet=”I’m human, I’m helpful, some of this is AI, and that’s OK.” username=”w2scott”]
The Prompt I Used to Summarize the Articles
As anyone familiar with the ChatGPT language patterns knows, you must ask follow-up questions to produce great content:
Please write a synopsis for each of the articles at the following URLs.
Please use the article’s HTML title as the heading and include enough detail that I don’t need to actually read the article.
If an article references multiple strategies, please list them.
Please identify any unique or noteworthy positions taken by the author.
Please include the URL immediately below the HTML title.
I used the Access Link plugin and pasted the URLs of Google’s top 10 ranking entries.
In prior iterations of this idea, pre-ChatGPT plugins, I have copied and pasted the whole article or used BingGPT — pour one out for BingGPT, y’all.
Now, I know some of you prompt engineering pros will find ways to improve this. If so, please share.
Keep in mind that I wasn’t trying to have ChatGPT write my whole article. I needed it to extract and present information from other articles that I could review and comment on.
The Prompt I Used to Extract the Top 10 List
As often happens with prompt engineering, I had to iterate my way to the final, golden output.
I started with:
Please identify the most common strategies cited in the articles synopsized below:
[Text of ALL of the synopses from the prior exercise]
[bctt tweet=”Please identify the most common strategies cited in the articles synopsized below – and then copy in the text of all the synopses” username=”w2scott”]
This gave me a long list that didn’t seem to have any prioritization, so I asked for the top three, then the top five, and finally:
Top 10 in order of frequency?
And that was the money. From that, I got a great list with brief descriptions of the top 10 higher education marketing strategies. Given the iteration and the clarification in the prompt, I was also more inclined to believe the output.
If you are going to use this technique for something more serious than SEO, please be sure to fact-check both the source articles and ChatGPT’s interpretation of them.
Some Examples of ChatGPT Data Analysis for the SEO Skyscraper Technique
For this exercise, I used the following prompt:
Please write a synopsis for each of the articles at the following URLs.
Please use the article’s HTML title as the heading.
Please include enough detail that I don’t need to actually read the article.
Please include any background resources cited in the article, the actual strategies used, and the steps in order.
Please identify any unique or noteworthy positions taken by the author.
Please include the URL immediately below the HTML title.
Articles:
[List of articles to analyze]
Once all the articles were summarized, I asked ChatGPT to help identify some recurring themes.
Most Cited Methods for Keyword Research in an SEO Skyscraper Link Building Strategy
[bctt tweet=”Most Cited Methods for Keyword Research in an SEO Skyscraper Link Building Strategy” username=”w2scott”]
Based on the articles reviewed, the most frequently cited methods for keyword research, in order of frequency, are:
Use SEO Tools: Most articles emphasized the importance of using specialized SEO tools to identify high-performing content and relevant keywords. The most frequently mentioned tools were:
Ahrefs: Especially its “Content Explorer” and “Keywords Explorer” features.
Semrush: Known for its keyword research and domain overview capabilities.
Analyze Competitor Content: Many articles recommend examining content from competitors or top-performing content in the niche. This method helps identify what topics or keywords are already successful and where there might be gaps or areas for improvement.
High vs. Low Competition Keywords: There was a notable emphasis on the strategy of choosing between high and low-competition keywords. While traditional approaches often focus on low-competition keywords, some methods, like the Shotgun Skyscraper, suggest targeting high-competition keywords due to their potential for more backlinks.
Google’s “Searches Related to” Section: A significant number of articles pointed to the utility of Google’s own search results. The “Searches Related to” section at the bottom of search results can provide insights into related keywords and topics that users search for.
Long-Tail Keywords: Several articles highlighted the importance of targeting long-tail keywords. These are longer, more specific keyword phrases that might have lower search volumes but can be easier to rank for and attract a more targeted audience.
While these methods were the most frequently cited, it’s worth noting that the effectiveness of each method can vary based on the specific goals of the content and the niche in which one is operating.
Most Cited Methods of Outreach for SEO Skyscraper Link Building
[bctt tweet=”Most Cited Methods of Outreach for SEO Skyscraper Link Building” username=”w2scott”]
Based on the articles reviewed, the most frequently cited methods for link outreach, in order of frequency, are:
Personalized Email Outreach: Almost all articles emphasized the importance of personalizing outreach emails. This involves:
Addressing the recipient by name.
Mentioning specific details about their content or website.
Explaining why your content would be valuable to their audience.
Use of Outreach Tools: Many articles mentioned the use of specialized outreach tools to streamline and automate the process. Some of the most frequently cited tools include:
Hunter.io: For finding email addresses associated with a particular domain.
Mailshake: For automating and tracking outreach campaigns.
Respona: For acting as an all-in-one PR and link-building tool.
Snov.io: For finding email addresses and conducting email outreach.
Follow-Up Emails: Several articles highlighted the importance of sending follow-up emails if there’s no response to the initial outreach. This can increase the chances of getting a reply, but it’s crucial to strike a balance to avoid being too pushy.
Offering Value: Many articles emphasized the need to offer value in the outreach email. This could be in the form of:
Sharing your superior content as a resource.
Suggesting specific improvements or updates to their existing content.
Offering to share their content on your platforms in return.
Segmentation and Targeting: It’s essential to segment your list of prospects and tailor your outreach accordingly. This involves:
Identifying websites or blogs that are relevant to your niche.
Targeting sites that have linked to similar content in the past.
Avoiding sites that are unlikely to link back due to competitive reasons or misalignment in content themes.
In addition to these methods, building genuine relationships and networking in your industry was a recurring theme. Gaining trust and rapport can significantly increase the chances of securing backlinks.
So, You Want to See the Synopses?
Since this is more of an explanatory article, I’m only going to include a handful, rather than the full top 10.
Ahrefs: The Skyscraper Technique: How to Build High-Quality Backlinks to Your Content
[bctt tweet=”Synopsis: Ahrefs: The Skyscraper Technique: How to Build High-Quality Backlinks to Your Content” username=”w2scott”]
Synopsis: The article begins by referencing Brian Dean’s introduction of the Skyscraper Technique in 2015, which quickly gained popularity. The technique works by improving upon existing popular content and replicating its backlinks.
Steps to Implement the Skyscraper Technique:
Find Relevant Content With Lots of Backlinks:
Use Ahrefs’ Site Explorer to identify pages with a high number of referring domains.
Use Ahrefs’ Content Explorer to search for content on a broad topic related to your niche.
Use Ahrefs’ Keywords Explorer to identify high KD score keywords and the top-ranking pages for them.
Make it Better:
Improve the content’s length, freshness, design, and depth.
Reach Out to the Right People:
Use email outreach to contact those who have linked to the original content you’ve improved upon. Find these people using Ahrefs’ Site Explorer.
Does the Skyscraper Technique Still Work? While the technique has been oversaturated over the years, many SEOs and marketers still believe in its effectiveness. However, only 18% of SEOs still use it, as per Aira’s Annual State of Link Building report.
Reasons the Skyscraper Technique Might Fail & How to Improve:
Sending Only Brian’s Email Template: Many SEOs used Brian’s original email template verbatim, leading to its overuse and decreased effectiveness.
Not Segmenting Your Prospects: Tailor outreach emails based on the context in which prospects linked to the original content.
Not Reaching Out to Enough People: A link building strategy is a numbers game. Expand the list of link prospects by also considering backlinks from other top-ranking pages on the same topic.
Thinking Bigger Equals Better: Simply increasing the length or number of items in content doesn’t necessarily add value. Curation and quality are key.
Not Considering Brand: Content quality isn’t the only factor; the reputation of the content creator or brand also plays a role.
Final Thoughts: The Skyscraper Technique can be effective if executed correctly. It’s essential to focus on quality, value, and consistent content creation.
Comparison With the Original Article by Backlinko:
Both articles emphasize the importance of improving existing content and reaching out for backlinks.
Ahrefs provides specific tools and methods to find and analyze potential content for the Skyscraper Technique.
Ahrefs highlights the potential pitfalls and oversaturation of the technique, suggesting that its effectiveness might be limited in the current landscape.
The Ahrefs article emphasizes the importance of brand reputation in the success of the Skyscraper Technique, which is not heavily discussed in the original Backlinko article.
Unique or Noteworthy Positions:
The article suggests that the Skyscraper Technique’s popularity might have decreased because SEOs are now focusing more on content than links.
The emphasis on the importance of brand reputation and the potential pitfalls of the Skyscraper Technique provides a more nuanced perspective on its effectiveness.
HubSpot: How to Use the Skyscraper Technique to Drive Traffic
[bctt tweet=”Synopsis: HubSpot: How to Use the Skyscraper Technique to Drive Traffic” username=”w2scott”]
Synopsis: The article discusses the increasing difficulty of capturing audience attention in the current marketing landscape. It introduces the Skyscraper Technique as a solution, detailing its creation by Brian Dean of Backlinko. The technique involves improving existing popular content and then reaching out for backlinks.
What’s the Skyscraper Technique?
It’s a method for turning content into high-quality backlinks.
The process involves researching popular content, creating a better version, and then reaching out to those who linked to the original content.
Reasons for its effectiveness include:
Proven demand for the content topic.
Engaging an already primed audience.
Potential for high search rankings.
How HubSpot Used the Skyscraper Technique:
The author shares a personal experience where they saw a similar article from Fast Company about a freelance hourly rate calculator.
They created a visually appealing infographic on the same topic and promoted it.
The result was over 8,200 shares, 72,000+ page views, and 3,648 new email subscribers.
6-Step Checklist for Using the Skyscraper Technique:
Research and Uncover Opportunities: Use tools like Google Alerts, BuzzSumo, HubSpot’s Keyword App, and Google’s Keyword Planner.
Build a List of Potential Distribution Partners: Start with known contacts and expand using BuzzSumo.
Create Better Content: Consider different content mediums and focus on delivering more value.
Promote to Your Audience: Share on social channels, email lists, and internally.
Reach Out to the Right People: Contact influencers, brands, and bloggers who share related content.
Stay Current: Update content to ensure it remains relevant over time.
Comparison With the Original Article by Backlinko:
Both articles emphasize the importance of improving upon existing content and reaching out for backlinks.
HubSpot provides a personal case study to showcase the effectiveness of the technique.
HubSpot offers a step-by-step checklist, making the process more actionable for readers.
Unique or Noteworthy Positions:
The article emphasizes the importance of staying current and updating content over time.
HubSpot’s personal case study provides a tangible example of the Skyscraper Technique’s success, highlighting the potential benefits when executed correctly.
Content Marketing Institute: Skyscraper Content the Right Way: How to Truly Help Your Readers
[bctt tweet=”Synopsis: Content Marketing Institute: Skyscraper Content the Right Way: How to Truly Help Your Readers” username=”w2scott”]
Synopsis: The article critiques the overuse and misuse of the Skyscraper Technique in content marketing. While acknowledging the original brilliance of the concept, the author argues that many content creators equate the technique with producing longer content, rather than more valuable content.
What Is Skyscraper Content?
It involves finding successful content, reverse-engineering its success, creating a better version, and replicating its distribution strategy.
The author encourages readers to refer to Brian Dean’s post on Backlinko for a good example of the methodology.
What’s Wrong With Skyscraper Content?
Many content creators mistakenly believe that longer content equates to more value.
The focus on length can lead to padding posts with unnecessary information, making it difficult for readers to find valuable insights.
Skyscraper content can become inaccessible if it’s always lengthy and doesn’t consider the reader’s experience.
Google’s algorithm prioritizes content that meets readers’ needs, so skyscraper content that doesn’t prioritize readers may not rank well.
Unoriginal Content:
Skyscraper content can lead to unoriginality, as creators model their content after existing successful pieces.
The challenge is to find a unique angle and add value to the original topic.
Merely adding more words without offering a fresh perspective can make the content redundant.
How to Make Skyscraper Content Work:
Genuine Need: Update content that’s outdated or full of broken links.
Unique Angle: Offer a new perspective or personal account on a familiar topic.
Focus on Value, Not Text: The goal is to create content that’s more valuable, not necessarily longer. For instance, transform a long article into a video or an interactive tool.
Conclusion: While the Skyscraper Technique can be powerful, it’s essential to use it correctly. Content creators should prioritize value over length and ensure they’re genuinely helping their readers. If the content doesn’t add value, it’s better to create something original that delights the audience.
Comparison With the Original Article by Backlinko:
Both articles discuss the Skyscraper Technique’s methodology.
The Content Marketing Institute article critiques the overuse and misuse of the technique, emphasizing the importance of value over length.
The article suggests that many content creators misunderstand the Skyscraper Technique, leading to redundant and unoriginal content.
Unique or Noteworthy Positions:
The article offers a critical perspective on the Skyscraper Technique, highlighting its potential pitfalls.
It emphasizes the importance of originality and value in content creation, rather than merely replicating successful content.
CoSchedule: The Skyscraper Technique: Why You Should Use It
[bctt tweet=”Synopsis: CoSchedule: The Skyscraper Technique: Why You Should Use It” username=”w2scott”]
Synopsis: The article introduces the Skyscraper Technique, a three-step SEO method that involves finding top-performing content, creating better content, and then promoting it to gain backlinks. The author emphasizes that while the technique is rooted in SEO, it’s beneficial for all content marketers, not just SEO experts.
Understanding the Skyscraper Technique:
It’s not exclusively an SEO strategy.
It’s not a license to steal or replicate someone else’s content without adding value.
How to Use the Skyscraper Technique:
Find Top-Performing Content:
Use tools like BuzzSumo to identify popular content based on keywords.
Analyze the top content to understand its themes, content length, number of images, and overall quality.
Use tools like the Moz Toolbar to gather backlink information and understand the authority of the content.
Create Better Content Than Current Top Performers:
Make content longer and more in-depth.
Incorporate rich content like images, videos, and infographics.
Delve deeper into the topic to provide more value.
Think strategically about SEO and keyword usage.
Get People to Link to Your Content:
While promoting with social media marketing is a start, the key is to earn backlinks by producing superior content.
The focus should be on generating better content ideas and improving content quality.
Conclusion: The Skyscraper Technique provides insights into what content is performing well and what’s being shared the most. It’s a valuable method for generating new content ideas and improving content marketing strategies. The ultimate goal isn’t to replicate but to innovate and produce better content.
Comparison With the Original Article by Backlinko:
Both articles describe the Skyscraper Technique’s methodology.
CoSchedule emphasizes the technique’s applicability beyond just SEO experts and highlights its broader benefits for content marketing.
The article provides specific tools and methods to implement the technique effectively.
Unique or Noteworthy Positions:
The article stresses that the Skyscraper Technique is not just for SEO experts but is a valuable strategy for all content marketers.
It underscores the importance of adding value and not merely replicating existing content.
Semrush: What Is the Skyscraper Technique?
[bctt tweet=”Synopsis: Semrush: What Is the Skyscraper Technique?” username=”w2scott”]
Synopsis: Semrush provides a comprehensive guide on the Skyscraper Technique, emphasizing its role in SEO link building. The article breaks down the technique’s definition, its benefits for SEO, and a step-by-step guide on its execution. It also discusses the importance of skyscraper content and the factors that make it stand out.
Key Points:
Definition of the Skyscraper Technique: A method that involves identifying competitive content with many backlinks, improving it, and then encouraging sites to link to the superior content.
Skyscraper Content: Content crafted as part of the Skyscraper Technique, designed to be a superior version of a widely linked resource. It should be more comprehensive, up-to-date, credible, and presented effectively.
Benefits of the Skyscraper Technique for SEO:
Inheriting links that previously pointed to competitors.
Earning backlinks on pages with established traffic and authority.
Encouraging the creation of quality content.
Scalability.
Implementation Steps:
Find Competitive Content: Identify content types suitable for the Skyscraper Technique, such as how-to guides, comparison guides, listicles, and more.
Analyze Competitors’ Content: Use tools like Semrush’s Backlink Analytics to find competitors’ most linked pages.
Review Backlink Opportunities: Determine the potential and value of inheriting specific backlinks.
Create Skyscraper Content: Outdo the competition by being more comprehensive, adding unique insights, improving user experience, establishing credibility, and incorporating images and videos.
Optimize Content for Search: Ensure the content is optimized for relevant keywords and follows on-page SEO techniques.
Conduct Email Outreach: Identify link building prospects and send personalized pitches to encourage them to link to your content.
Conclusion: The Skyscraper Technique is a targeted approach to link building that can yield significant SEO benefits when executed correctly.
Unique or Noteworthy Positions:
Semrush provides a detailed breakdown of the types of content suitable for the Skyscraper Technique, offering clarity on content selection.
The article introduces tools and resources available within the Semrush platform, guiding readers on how to optimize their skyscraper content and conduct effective outreach.
It emphasizes the importance of personalizing email outreach and provides a sample skyscraper email pitch to inspire readers.
Brian Dean Didn’t Have Today’s Software
Yes, machine learning and natural language processing are making the collection and production of website content more approachable. Data analysis is also helping with optimization. With tools like SurferSEO, Frase, and others, you can ensure your content isn’t just longer and more comprehensive, but also better optimized.
Link builders know that one of the best ways to get new links is for your site to be the answer to what people are searching for.
There is an explosion in data exploration products for on-site optimization. The challenge isn’t finding one — it’s limiting yourself to just one.
[bctt tweet=”There is an explosion in data exploration products for on-site optimization. The challenge isn’t finding one — it’s limiting yourself to just one.” username=”w2scott”]
No lie, I currently actively use at least five machine learning-enabled SaaS products.
Concluding Thoughts: No, It’s Not Data Science
Hopefully, you see how incredibly powerful this technique can be.
Like many users of AI content — consistent with human nature, you may be tempted to take shortcuts.
SEO tactics, when abused, lose effectiveness. So, please don’t abuse this.
The SEO Skyscraper Technique with ChatGPT Data Mining will be most useful when a human, knowledgeable in the topic, is making a good AI Sandwich. If you copy and paste and perfunctorily add the non-AI bits, you won’t be adding value to the internet and will eventually see any rankings you did gain disappear.
Something noteworthy in this example is that I’m seeing more sites that aren’t accessible to ChatGPT. I wonder if this is due to those webmasters blocking the OpenAI crawler.
[bctt tweet=”I’m seeing more sites that aren’t accessible to ChatGPT. I wonder if this is due to those webmasters blocking the OpenAI crawler.” username=”w2scott”]
Also, ChatGPT has some words that show up again and again. You should be on the lookout for these so you can edit them where appropriate. “Delve” and “boost,” particularly in the context of SEO, come up again and again.
You’ll notice I tend to be polite when I’m making requests of ChatGPT. This is for two reasons. First, I’m generally a polite person. Politeness counts. Second, when the robots take over, I want every advantage I can get. I would rather they see me as a collaborator 🙂
Finally, as the list of articles to analyze gets longer, you may need to prompt ChatGPT to “continue.”
If you’ve already been using this technique, please hit me up on Twitter and show me some examples, @w2scott.
If you’re just getting started, I hope you find it as useful as I have.
[bctt tweet=”SEO Skyscraper Method + ChatGPT Data Mining = Winning the SERP” username=”searchinfluence”]
Proper search engine optimization (SEO) increases the chances your website will rank highly in search engine results, which could introduce more people to your brand.
Keyword research, content writing, SEO-focused web development, link building, and analytics are all key SEO skills that work together to give you greater results.
Do-it-yourself SEO presents several pitfalls and challenges that waste time, money, and resources. Having a dedicated team of SEO specialists is a more reliable way to achieve long-term search success.
Imagine a world where over half of your website’s traffic comes purely from organic search (i.e. the unpaid listings that appear on a search engine results page).
In reality, it’s not that far-fetched, considering 53.3% of website visits originate from this digital marketing channel.
But, ranking at the top of search engine results and reeling in more website traffic isn’t just about having an online presence. It’s about leveraging the magic touch of search engine optimization (SEO) to rank high and stay ranked high.
It takes many different skill sets — technical, creative, strategical, and analytical — to truly “win” at SEO and markedly increase website traffic. As an under-experienced SEO practitioner, proper SEO can be difficult to successfully implement.
You need an experienced team to maximize your SEO campaigns and enjoy the benefits of a well-optimized, high-traffic site.
5 Essential SEO Skills to Boost Website Rankings
Research and analytical skills for effective SEO
Every search starts with a keyword or search term.
Consequently, every SEO strategy starts with keyword research.
Keyword research is the process of identifying words, phrases, and queries that users search for and incorporating them into your website’s content to improve your site’s rankings on search engine results pages. It entails analyzing what you currently rank for, what your competitors rank for, and what you should rank for.
Performing thorough keyword research means better understanding users’ search intent, which is what they are trying to get out of a particular search. But, for more novice SEO practitioners, pinpointing intent can be tricky. Many phrases and queries can be interpreted in multiple ways.
For example, a higher education institution would have to consider the many possible meanings behind the keyphrase “how to go back to school.” An SEO specialist can cater to each niche search, tailoring strategies to capture where prospective students are on their path to enrollment.
Content writing for keyword optimization
After identifying high-value keywords and phrases, you need to integrate them into the written content on your website.
SEO experts use relevant keywords to create compelling title tags and meta descriptions for each page, as well as in longer sections of text, such as blog posts and descriptions of products and services.
Using these SEO copywriting skills for engaging content creation ensures that your site contains the right keywords and phrases. This improves your on-page SEO and your rankings in search engine algorithms.
But, including keywords is only half the battle. First and foremost, your content needs to include all the important information on the topic and meet Google’s E-E-A-T standards (Experience, Expertise, Authority, and Trustworthiness). With an SEO specialist’s content and research expertise, both users and search engines will know what your business is about and the services you provide.
Technical SEO expertise for site health
Having a slow, clunky, user-unfriendly website will quickly drive potential customers away.
A professional digital marketing team has the SEO knowledge and technical SEO skills for site speed optimization, which includes:
Implementing a responsive and easy-to-use design
Crafting readable and logical URLs
Optimizing image sizes
Proper technical SEO means anticipating the unique challenges that a site presents and using the toolkit of skills to mitigate them.
Link-building skills for off-page SEO
Backlinks are links to your website that exist on sites other than your own. They help build your web pages’ quality, relevance, and credibility, which ultimately aids with gaining Google’s trust and ranking higher in search.
Seasoned SEO specialists use a number of strategies to grow the number of backlinks to your website, including link building and link earning.
Link building involves manually placing links to your site on social media platforms and directories such as Yelp and Google Maps. With link earning, an SEO professional pinpoints other websites to link to yours organically. This “earned” backlink often occurs because the external site finds your content helpful and engaging to its users.
Analytics and data analysis for SEO
Analytics and data analysis help you learn more about your website’s audience and whether your SEO efforts work as intended.
SEO professionals use tools like Google Search Console and Google Analytics to gather information about visitors to your site, including their age, location, gender, and interests. They can also learn how long visitors stay on your website, click-through rates, which pages are viewed the most, and which features and pages are getting ignored.
This information is incredibly valuable for revising and improving your overall SEO strategies moving forward.
Challenges and Pitfalls of DIY SEO
Unless you have the resources and budget for a robust in-house SEO team, you’ll need to partner with an outside SEO-focused agency. One unexpected pitfall or neglected search tactic could lead to missed conversion opportunities and rankings well past the 10th+ page in the search results.
The cost of subpar SEO efforts isn’t just financial. When you settle for less, you can face costly mistakes and consequences like:
MISTAKE: Only focusing on on-site SEO and missing out on opportunities to build backlinks.
IMPACT: Hinders your site’s authority and ranking potential, limiting its reach and effectiveness in attracting a wider audience.
MISTAKE: Neglecting to create and optimize page titles and meta descriptions.
IMPACT: Leads to suboptimal search engine rankings, reduced click-through rates, and a missed opportunity to attract users through relevant queries.
MISTAKE: Not regularly adding fresh, relevant content to your site.
IMPACT: Results in under-optimized and insufficient content that fails to interest users, which can negatively affect search engine rankings.
MISTAKE: Lack of comprehensive keyword research and proper keyword targeting.
IMPACT: Ends in fewer keyword rankings, which leads to less visibility in search engines and decreased site traffic.
MISTAKE: Viewing SEO as a one-time task instead of continuously improving existing strategies and trying new ones.
IMPACT: Results in stagnant or declining search rankings, reduced web traffic, and missed opportunities for growth and adaptation in a constantly evolving digital landscape.
MISTAKE: Failing to meet Google’s E-E-A-T requirements (Experience, Expertise, Authority, and Trustworthiness) for on-site content.
IMPACT: Leads to useless, under-performing content that is unlikely to engage users or generate backlinks.
Why You Need an SEO-Focused Agency in Your Corner
Expertise is your greatest ally
Choosing an SEO-focused agency means tapping into years of cross-industry expertise. Their holistic teams master everything from the intricacies of technical SEO to content strategy and analytics. Plus, they’re always on the pulse of search’s ever-evolving best practices and SEO industry standards.
You get help tracking leads and overall performance
With an SEO-specialized agency, tracking leads and assessing overall performance become seamless. By mastering platforms such as Google Analytics, they map out user trends, traffic flow, and conversion points. Equipped with a constant pulse on keyword performance, you’re kept in the loop about rankings, search prevalence, and click metrics.
Scaling efficiency is the standard
With an SEO-attuned agency by your side, you get efficiency that’s geared to scale. Their prowess ensures marketing techniques ebb and flow with your growth and diversifying needs, always on the lookout for new market horizons and untapped customer sectors.
It’s cost-effective in the long run
Partnering with an SEO-driven agency is a strategic move for long-term cost savings. Their expertise ensures the best search ROI — making every dollar count to drive maximum value from your investment. Proficient teams maintain efficient resource use, eliminating unnecessary expenditures to achieve the best possible results. In addition, their arsenal of specialized SEO tools, often expensive to procure independently, becomes yours.
Our New Orleans SEO Agency Is Here to Help
Using SEO successfully takes a lot of skill and patience, but the payoff is well worth the effort. From higher search rankings and boosted web traffic to increased revenue, the rewards are transformative — and imperative — for your overall performance.
An experienced and dedicated SEO specialist can do the heavy lifting for you and help you see real-world, real-time results.
Search Influence is an SEO-focused, full-service digital marketing agency with the tools, expertise, and driven professionals you need to build your business through SEO. Our designers, developers, writers, and campaign strategists will work together to help you reach and grow your online audience with greater ease than ever before.
Ready to craft a winning SEO strategy? Contact us today to learn more about our SEO services and results.
Institutions need to maintain a well-optimized online presence to ensure they connect with students effectively.
Even though SEO is foundational for digital marketing, 51% of universities lack a well-defined SEO plan, representing a significant missed opportunity for increased visibility and engagement.
SEO can’t be sidelined or delayed, especially with the increasing number of educational programs and the stagnant or declining pool of potential students.
Online platforms, boot camps, and micro-credential programs challenge the traditional models of education. As these alternative educational models gain traction, traditional institutions must leverage SEO to differentiate themselves and maintain their competitive edge.
In a world where undergraduate college enrollment is on a 10-year decline, according to Brookings, higher education deans and marketing managers are searching for ways to get their programs in front of prospective students.
Yet, they often overlook SEO (search engine optimization). It’s one of the basics of digital marketing — and digital marketing and institutional leaders know this!
According to the Search Influence and UPCEA Higher Ed Research Study, digital marketing and institutional leaders see SEO as foundational but admit their PCO units lack an SEO strategy.
In the same study, we found that 51% of universities don’t have an established SEO plan.
This is a massive missed opportunity.
But not to worry!
SEO has been here waiting — knowing that you’d soon realize what you always needed was right in front of you the whole time.
Still, SEO won’t wait forever.
To take advantage of SEO, you need to invest in it now — rather than later. In this blog post, I’ll share why.
The Importance of SEO for Higher Education
In our digital world, a well-optimized website is no longer a luxury; it’s a necessity.
As UPCEA Chief Research Officer Jim Fong said in our Spring 2023 webinar, “SEO is not something institutions can kick the can down the road on. It’s going to become increasingly important, especially as the number of programs increases and the number of potential students stays the same or even decreases.”
First touchpoint: Many students first encounter institutions via online search, making visibility crucial for first impressions.
Positive digital footprint: A well-optimized educational website offers more than visibility — it establishes trust and credibility.
Building credibility: High search rankings not only boost visibility but also enhance institutional reputation in the eyes of prospects.
Actionable insights: SEO analytics reveal what potential students seek, allowing institutions to fine-tune their offerings.
Engaging prospects: Beyond visibility, an SEO-driven content strategy can guide students through their decision-making process.
Adapting to change: With the dynamic nature of SEO, institutions can stay relevant in shifting search landscapes.
Why You Need to Invest in Higher Education SEO Now
As the UPCEA and Search Influence Research Study asserted, “A poor foundation for an SEO strategy creates cracks in the larger infrastructure of your website. And just like the potholes in an old city make the roads challenging to navigate, when SEO doesn’t receive the attention it deserves, websites become difficult to navigate and can slip through the cracks — overlooked by search engines and prospects.”
The growing competition in higher education
“As the choices for potential students grow, the challenge for educational institutions to differentiate themselves intensifies.”
In the past decade, the higher education landscape has witnessed a radical shift. Traditional brick-and-mortar institutions now share the educational stage with many other online platforms. From Coursera to Udemy and edX, the options for acquiring knowledge have become vast, decentralized, and more accessible.
These alternative education models offer specialized training and often come with the backing or endorsement of industry giants, making them immensely appealing to students searching for immediate value and application.
As the choices for potential students grow, the challenge for educational institutions to differentiate themselves intensifies.
One major trend increasing this competition is the growth of online classes and degrees. Previously, an institution’s reputation might have been enough to draw in students from local or even international areas. Today, the boundaries have blurred.
Additionally, the rise of college and university “boot camps,” certification programs, and micro-credentials have reshaped the way we think about education.
These flexible programs that teach work-ready skills at a lower price have students thinking:
“Why commit to a four-year degree when a six-month boot camp promises practical skills and potential job placements?”
This education evolution has left higher ed institutions searching for new ways to remain in contention.
SEO helps universities reach their target audience in a crowded market, whether it’s for popular courses or specialized subjects. Having a strong online presence and using SEO helps universities gain credibility and meet the changing search habits of younger generations.
The changing landscape: no longer a growth market
“Yet, amidst this backdrop of challenges lies untapped potential. A significant demographic of 40.4 million people have college experience but no degree, as highlighted by the NSC Research Center. This segment represents a ripe opportunity for institutions.”
Higher education has had difficulties in the last ten years, no longer growing as quickly as before. Key among these challenges is the decline in enrollment.
According to Brookings, from 2010 to 2021, undergraduate enrollment in the U.S. decreased by 2.6 million students, with the most significant drops observed between fall 2019 and 2021.
Brookings attributes this decline to a mix of factors. The burgeoning student loan debt, especially prevalent in the U.S., planted seeds of doubt in the minds of many about the return on investment for a college degree.
When combined with the soaring tuition costs in numerous regions, it’s not hard to see why potential students might be deterred from higher education or pivot to more affordable alternatives.
Furthermore, the rapid pace of technological advancements challenges the relevance of specific degree programs, with potential students questioning the longevity of what they’re learning.
Yet, amidst this backdrop of challenges lies untapped potential. A significant demographic of 40.4 million people have some college experience but no degree, as highlighted by the NSC Research Center. This segment represents a ripe opportunity for institutions.
With the right SEO strategies, universities can specifically target this group, offering them tailored programs and opportunities to complete their education.
Understanding and Catering to the Modern Student
“From researching courses and reading reviews to watching virtual campus tours and even enrolling, these tasks are increasingly being done on the go. Recognizing this, it’s paramount for universities to offer a robust mobile experience. It’s not just about aesthetics; it’s about efficiency.”
The face of the modern student has transformed.
A steady decline in the traditional 18-22-year-old demographic enrolling in universities is proven.
However, when one door closes, another one opens. Universities have an opportunity in the growing demographic of adult learners — specifically those with some credit but no degree. These learners seek innovative, stackable online programs catering to their unique needs and life situations.
Beyond this, the modern student desires holistic experiences encompassing practical knowledge, hands-on experiences, and a tangible path leading to employment.
This calls for a departure from the traditional way universities craft their programs. Modern students want an educational model that respects their time and commitments, allowing them to juggle work, family, and studies. This is where online courses or hybrid models come into play, offering them the flexibility they seek.
Properly harnessed SEO tools offer insights into the digital behavior of these students.
What courses do they search for?
What kind of educational content engages them?
Understanding these patterns and trends enables institutions to fine-tune their offerings and higher education marketing strategies to resonate more effectively with their target audience.
Parallel to this is the shift to mobile. The modern student’s relationship with mobile devices is not just about staying connected — it’s about consumption and convenience.
From researching courses and reading reviews to watching virtual campus tours and even enrolling, these tasks are increasingly being done on the go. Recognizing this, it’s paramount for universities to offer a robust mobile experience. It’s not just about aesthetics; it’s about efficiency.
Maximizing Exposure with Search Engine Optimization
In the digital era, institutions must recognize the power of SEO to amplify their visibility among potential students. Institutions can ascend in search engine rankings by skillfully blending keywords, ensuring excellent content, and optimizing site structure. This not only boosts online presence but also fortifies credibility in the eyes of prospective students.
Universities can employ several SEO tactics and tools to achieve this heightened exposure:
Keyword research: Utilizing platforms like Google Keyword Planner or SEMrush allows institutions to discern the terms that resonate most with potential students, ensuring that their content speaks directly to these queries.
On-page SEO: This encompasses the meticulous optimization of individual web pages. It means refining content to be supremely relevant and ensuring meta tags, URLs, and images meet the gold standard.
Analytic tools: Solutions such as Google Analytics offer valuable windows into visitor interactions, spotlighting potential areas of enhancement.
Engaging Potential Students: More Than Just Visibility
“SEO seamlessly links sudent’s ambitions and curiosities with educational institutions’ diverse offerings and promises”
While it’s easy to perceive SEO merely as a tool for visibility, its potential is far more encompassing.
Beyond driving an institution to the top of search results, SEO plays a critical role in aligning with and appealing to the genuine interests of potential students.
Effective SEO delves deeper than the superficial metrics of rankings and algorithmic nuances.
At its heart, SEO is attuned to the pulse of user intent. When institutions fine-tune their content based on SEO insights, they aren’t just adhering to search engine protocols. They’re reshaping their narratives and offerings to resonate with what potential students are earnestly seeking.
SEO seamlessly links students’ ambitions and curiosities with educational institutions’ diverse offerings and promises.
Learn More About SEO for Educational Institutions With Search Influence
The competition for prospective students is fierce in higher education — waiting is not an option. Every moment an institution delays leveraging the power of SEO, they potentially lose out on a student, a connection, or an opportunity to make an impact.
Investing in SEO sooner rather than later isn’t just a proactive step — it’s a strategic necessity. Early adoption ensures a competitive edge, allowing institutions to engage and resonate with potential students in real time.
Ready to rank higher on SERPs and increase your university’s organic traffic?
Still not sure whether you should do your SEO in-house or outsource it? Take Search Influence’s In-House vs. Outsourcing SEO Quiz to get quick, custom recommendations today.
Our higher education digital marketing agency has been helping universities nationwide for years.
Research shows that 93% of Americans think they are better drivers than average, 90% of teachers think they are more skilled than their peers, and this overestimation is pervasive across many skills — including logic tests.
For the typical higher education institution, effective marketing strategies are like that.
Mathematically speaking, it’s not possible for a majority to be “above average.”
We analyzed the top 10 results in Google for “Higher Education Marketing Strategies” and extracted some really useful learnings. First, I’ll share the most commonly cited strategies, and then give you a skimmable summary of each article.
Top 10 Higher Education Marketing Strategies
These strategies are the most frequently cited in the following articles, in order of prominence.
SEO (Search Engine Optimization): Emphasized across multiple articles. Ensuring high visibility on search engines is critical for Higher Education SEO.
Social Media Marketing: Highlighted in almost all articles for engaging authentically on each social media platform preferred by younger generations.
Email Marketing: A recurring theme emphasizing personalization, automation, and AI-powered programs.
Video Content: Both short-form and long-form videos, including live streaming and platforms like TikTok and YouTube, are great ways to educate prospective students.
PPC (Pay-Per-Click) and Digital Advertising: Discussed in multiple articles for targeted advertising on platforms like Facebook Ads and Google Ads.
Content Marketing: The importance of creating engaging and informative content, such as blogs, podcasts, and videos.
Branding: Consistent branding across all marketing channels, including a recognizable voice and image.
Chatbots and Conversational Marketing: Highlighted in several articles for real-time, one-to-one connections and instant answers.
Data-Driven Strategies: Using data to inform marketing decisions, track KPIs, and understand the audience.
Digital Marketing and Marketing Strategy Opportunities
What we learned in the UPCEA SEO research study was that there are some big gaps in the university marketing strategy and the typical higher education website for attracting prospective students.
When we got deeper into the data, we saw that the higher education industry is overly reliant on certain digital marketing channels. A good marketing campaign addresses the full funnel. To attract students, you must increase search engine visibility, maintain a strong social media presence, and ensure you’re doing all you can to target prospective students.
So, with all the great tactics and technologies to attract prospective students (virtual campus tours, student ambassadors, and taking advantage of digital technology to highlight student activities), one has to wonder why other higher ed institutions seem to be attracting more new students.
As I’m sure you’re aware, Google and the other search engines know everything, right? So, I thought, why not let Google guide me? I wanted to see how other higher ed marketers were thinking about the strategy to build brand awareness and get in front of prospective students.
I think it’s important to take content created by marketers talking about a marketing strategy with a grain of salt. We can, however, learn a lot when we analyze the frequency with which these articles cite specific tactics, platforms, or strategies to get in front of prospective students for educational institutions.
My perspective: It’s surprising to see this continued focus on the pandemic. From what we’ve seen, things are different — the pandemic is done in most people’s minds, and we’re now in the “new normal.”
The article discusses the challenges faced by university marketers due to the pandemic and the downturn in undergraduate student enrollment. It provides 12 strategies for higher education marketing:
Centralize Strategy and Reporting: Emphasizes the importance of centralizing marketing expenditures and standardizing KPIs.
Track the Right KPIs: Highlights the importance of tracking call-to-action conversion rates, traffic sources, social media engagement, and cost of acquisition.
Use Marketing Automation: Discusses the benefits of tracking digital interactions with prospective students.
Optimize Your Email Program With AI: Offers email deliverability and engagement solutions.
Improve SEO: Stresses the importance of using relevant keywords and answering prospective students’ queries.
Build a Digital-Friendly Brand: Talks about updating branding to be more digital-friendly.
Live Streaming: Suggests using live streams as an authentic way to connect with potential students.
Personalized Communication: Emphasizes the importance of segmenting audiences and tailoring communication.
Higher Education Marketing on Social Media: Provides various strategies to maximize social media efforts.
Personalized Mobile-Friendly Website: Highlights the importance of a responsive and personalized website.
Chatbots for Higher Education Marketing: Discusses the benefits of using chatbots for immediate responses.
Don’t Forget Visuals and Aesthetics: Emphasizes the importance of appealing visuals for the Gen Z audience.
Unique Positions:
The article emphasizes the importance of data-driven strategies, especially in the context of the challenges posed by the pandemic.
It highlights the significance of understanding and catering to the preferences of Gen Z, who are the next in line for higher education.
Conclusion: The article concludes by emphasizing that marketing shouldn’t be stagnant but should evolve with the university’s overall goals.
Higher Education Marketing: Strategies and Trends to Know
My perspective: It’s interesting to see a focus on the rise of Instagram. TikTok is more timely and clearly the place where Gen Z and beyond are starting their product experiences.
The article emphasizes the importance of refining marketing strategies for higher education institutions, especially in light of decreasing college enrollments.
It provides insights into current higher ed trends and offers strategies to enhance student recruitment.
Key Questions for Your Higher Education Marketing Plan:
Identifying target audience and personas.
Determining KPIs for engagement.
Establishing the cornerstone of the marketing plan.
Differentiating from other institutions.
Platforms to Market Your Educational Offerings:
Text messages, especially during the student enrollment process.
Social media platforms like Twitter, Facebook, LinkedIn, Instagram, and Snapchat.
Email, direct mail, phone calls, and websites.
Higher Education Marketing Strategies:
Use a CMS Built for Higher Education: Implement a quality web content management system (CMS) tailored for educational institutions to address challenges like outdated content, complicated coding, inconsistent branding, and low search rankings.
Get Current Students Involved: Engage existing students to provide authentic insights into campus life.
Choose a CMS With an Email Module: Emphasizes personalized and targeted email marketing.
Focus on Video Content: Highlights the importance of integrating video content into marketing strategies.
Keep Track of Your Brand: Monitor the digital image and reputation of the institution.
Use the Power of Social Media: Utilize a mix of social media platforms for effective messaging.
Use Videos and Images on Social Media: Emphasizes the growing preference for visual content on platforms like Instagram, YouTube, and TikTok.
Personalize at Scale: Deliver personalized content across various platforms.
Include SEO and Conversion in Your Program Pages: Optimize program pages for search engines and conversions.
Target Parents: Recognize the influential role of parents in students’ college decisions.
Unique Positions:
The article underscores the importance of authenticity, especially when involving current students in marketing efforts.
It highlights the shift in the relevance of different social media platforms, noting the rise of Instagram and the decline of Facebook in the context of college planning.
Conclusion: The article concludes by emphasizing the significance of a quality website and the potential of a CMS to fine-tune a college or university’s marketing strategy.
My perspective: I wonder if the author’s suggestion of the value of traditional marketing is pandering to the old guard. Sure, brochures, commercials, etc., may appeal to the parents, but the students are on social media and search.
The article delves into the unique challenges of marketing in the higher education sector, emphasizing the need for institutions to create a superior academic environment while facing intense competition.
It underscores the importance of an effective marketing strategy blending traditional and digital methods to achieve institutional goals.
Why Is it Important to Prioritize Marketing?
Higher education institutions need to maximize enrollment and diversify their student and faculty demographics.
They must cater to various stakeholders: students, parents, faculty, and donors.
Traditional Marketing in Higher Education:
Print: Newspaper or magazine ads, billboards, and stationery.
Mail: Targeted ads, imagery, and product samples.
Radio: Over-the-air ads, jingles, and testimonials.
Television: Video ads, customer reviews, and product demonstrations.
Unique Assets: Campus tours and visits, research and development, arts, music, and sports.
Digital Marketing Strategies:
Email Marketing: Deliver branded messages, newsletters, and offers.
Social Media Marketing (SMM): Disseminate content across channels and engage with influencers.
Content Marketing: Use blogs, podcasts, videos, etc., to enhance branding.
Search Engine Marketing (SEM): Utilize paid placement and digital ads.
Pay-Per-Click (PPC): Cost-effective advertising where payment is made only when the ad is clicked.
Ideal Marketing Strategy for Higher Education:
Blend traditional and digital methods.
Maintain a dynamic website showcasing institutional value.
Engage in SEO and SEM efforts.
Execute a comprehensive digital advertising strategy.
Implement a multifaceted SSM plan.
Produce diverse content across various media.
Secure advertising spots in local, regional, and national media.
Leverage unique assets like research, campus visits, arts, music, and sports.
Highlight notable faculty and alumni.
Unique Positions:
The article emphasizes the two-way nature of digital marketing, allowing institutions to have meaningful conversations with interested parties.
It suggests that, while traditional marketing methods remain relevant, digital marketing has taken precedence in the modern age.
Conclusion: The article concludes by promoting the benefits of joining the American Marketing Association (AMA) for institutions looking to elevate their marketing strategies.
The Ultimate Guide to Higher Education Marketing Strategies
My perspective: Ultimate is a bit of a stretch, but I do appreciate the view on good copy and the needs of various university stakeholders, like advancement, athletics, and current students.
The article addresses the challenges higher education marketers face in today’s digital age. It emphasizes the shift from traditional mass marketing methods, like glossy brochures, to more personalized strategies that resonate with modern students.
Defining the Goals of Your Higher Education Marketing Strategies:
Marketing for Enrollment: With declining enrollments, targeting prospective students and their parents using digital channels is crucial. Strategies include:
Publishing informational blog posts and podcasts.
Engaging authentically on social media.
Collaborating with micro-influencers.
Creating video content, including live streams.
Adopting a mobile-first marketing approach.
Marketing for Advancement: This focuses on building relationships with alumni and friends of the institution, often for fundraising purposes.
Marketing for Athletics: Promoting athletic programs to boost interest, spirit, and revenue.
Marketing for Student Involvement: Inform enrolled students about on-campus activities and opportunities.
The Role of Email in Higher Education Marketing Strategies:
Email marketing offers a high return on investment (ROI) across various aspects of higher education marketing.
Effective email strategies include automation, mobile-friendliness, relevant content, inclusion of images and videos, and personalization.
Using Segmentation and Personalization for Prospective Students:
Personalized email subject lines are more likely to be opened.
Segmentation ensures content relevance, further increasing open rates.
Consistent Branding:
Emails should maintain consistent branding, using recognizable colors, fonts, and logos.
Killer Subject Lines and Captivating Content:
Subject lines should be personable, actionable, and unique.
Content should be relevant and valuable to the reader.
The Importance of Testing:
A/B testing or split testing is crucial to determine the effectiveness of email campaigns.
Testing provides data to refine campaigns for optimal results.
Conclusion: Higher education marketing strategies are essential for institutions to overcome challenges and achieve their goals. Email marketing, in particular, is a powerful tool that can be tailored for various purposes, from boosting enrollment to promoting athletic programs. The article emphasizes the importance of personalization, segmentation, and consistent branding in email campaigns to engage and convert recipients effectively.
My perspective: I find the idea of marketing “Higher Education” as a concept compelling. I recently had a conversation with one of our summer interns in which he asked, “Do I even need a degree?”
There are definitely fields, like computer science, for instance, where we’re learning that degrees don’t necessarily separate the wheat from the chaff.
The article emphasizes the long-term changes in higher education institutions due to the pandemic, highlighting the importance of distance learning programs, local student outreach, and improved campus safety. It presents 12 techniques for an effective higher education marketing strategy:
Branding: Focuses on crafting an identity that represents both the school and its student body. Authenticity is key.
Search Engine Optimization (SEO): Highlights the importance of high rankings on search engines and lists several SEO techniques.
A Great Website Experience: Stresses the importance of mobile-first design, speed, and ease of use.
Social Media Marketing: Discusses the significance of authentic engagement on social media platforms, especially for Gen Z and millennials.
Live Streaming: Emphasizes the use of platforms like Facebook Live, Instagram Live, and YouTube for events, Q&A sessions, and classes.
Email Marketing: Highlights the preference of students for email communication and the importance of personalization and segmentation.
Interactive Advertising: Describes the potential of interactive ads, such as games and story-based video ads.
Leveraging Alumni and Students: Discusses the power of word-of-mouth marketing and the importance of reviews and testimonials from current and former students.
Distance Learning: Highlights the increasing demand for distance learning options post-pandemic and the opportunities it presents for institutions.
Pay Per Click Advertising: Discusses the benefits of targeted advertising on platforms like Facebook, Google Ads, and Bing Ads.
Short-Form Video Content: Emphasizes the importance of platforms like TikTok, Instagram Reels, and YouTube Shorts in engaging potential students.
Focus on Positive Career Outcomes: Addresses the ongoing discussions about the value of higher education and the importance of showcasing the tangible benefits of a college education, such as high-paying jobs after graduation.
Unique Positions:
The article stresses the need for institutions to market themselves and the very idea of higher education in light of recent discussions questioning its value.
It highlights the blend of traditional and modern marketing strategies, emphasizing the importance of authenticity in all communications.
Conclusion: The article concludes by promoting ComboApp as a full-cycle higher education marketing agency that can assist institutions in crafting a comprehensive digital marketing strategy.
8 Higher Ed Digital Marketing Tactics & Trends for 2023
My perspective: Social will continue to be a tremendous way to get in front of future university students. Even though we’re no longer talking about the “Zero moment of truth” (thank goodness), students will continue to be exposed to our schools and programs before they even know they’re looking.
The article sheds light on the evolving landscape of higher education marketing in 2022, emphasizing the need for institutions to adapt to the digital age and the unique preferences of Gen Z.
Understanding the Crowdsourcing Habits of Gen Z: Gen Z’s decision-making is described as “crowdsourcing,” where they seek opinions from peers, influencers, and reviewers. Institutions should involve them in conversations and connect with their sense of humor, especially on platforms like TikTok.
Reaching Gen Z With Conversational Marketing: The trend of “conversational marketing” is growing, emphasizing real-time, one-to-one connections to answer questions and assist consumers. University websites should incorporate a human voice and chat opportunities.
Data Insights Shedding More Light on Higher Ed Audiences: Research indicates that understanding the audience leads to better marketing outcomes. Universities are using CRM systems and other software to analyze the student journey and understand their motivations.
Growing Emphasis on Personalized Messaging: Digital content engages young people, but they are wary of overt marketing. Personalized, targeted messaging helps universities connect with students and boost conversions.
Growing Preferences for Short-Form Video: Universities should incorporate short-form videos (around 90 seconds) into their marketing strategies. Examples include video campus tours, answers to FAQs, and student-guided mini-tours.
Unique Positions:
The article emphasizes the importance of understanding and connecting with Gen Z’s unique preferences, especially their reliance on crowdsourcing for decision-making.
It highlights the significance of conversational marketing and the need for human interaction, even in the digital age.
Conclusion: The article concludes by promoting Unibuddy, a platform designed for students that offers tools to enhance higher education marketing strategies in line with current trends.
My perspective: It’s not surprising Penji would focus on social and ad creative since they are a marketplace for creative work. I’m not familiar with Penji, but it looks like a new-style iteration of a “99 Designs” concept.
The article underscores the importance of marketing in universities, especially given the competitive nature of higher education marketing. It provides a comprehensive list of strategies to enhance university branding and appeal to a younger audience.
Social Media: Emphasizes the shift from traditional mail to social media platforms to engage with prospective students. Universities should be present where students are active and ensure their content aligns with the platform’s audience.
User-Generated Posts: Encourages universities to monitor and engage with content created by students about the institution. This provides insights into the university’s perception and offers opportunities for authentic engagement.
Define Your Brand Image: Universities should have a consistent voice and image across all marketing channels. This helps in creating a recognizable and trustworthy brand.
Focus on the Students: Marketing strategies should prioritize the needs and interests of students, both current and prospective. This includes promoting events, assistance, and showcasing the university’s supportive environment.
Video Marketing on All Platforms: Highlights the increasing importance of short-form video content on platforms like YouTube. Videos offer a dynamic way to showcase campus life, events, and more.
Statistics: Using data to showcase the university’s achievements, such as high graduation rates, can be a compelling marketing tool.
Promote Sitting in Classes Before Enrolling: Offering prospective students the chance to experience lectures can help in their decision-making process.
SEO (Search Engine Optimization): Ensuring the university’s website ranks high on search engines is crucial for visibility.
Showcase Success: Highlighting the achievements of alumni can serve as a testament to the quality of education provided.
Use Infographics: Visual representations of data can be more engaging and easier to digest than text-heavy content.
Paid Traffic: Utilizing paid ads, especially on platforms like Instagram, can help in reaching a wider audience.
Interactive Webinars: Hosting webinars can provide valuable information to prospective students and give them a taste of the university’s teaching style.
Downloadable Guides: Offering resources to help students prepare for college can be a valuable tool in the decision-making process.
Email Marketing: Automated email series tailored to the student’s application process stage can provide personalized guidance.
Unique Positions:
The article emphasizes the importance of understanding the younger generation’s preferences and adjusting marketing strategies accordingly.
It highlights graphic design’s role in enhancing marketing campaigns’ effectiveness.
Conclusion: The article concludes by promoting Penji, a graphic design service, as a valuable tool for universities looking to enhance their marketing strategies with quality designs.
16 Effective Digital Marketing Strategies for Higher Education in 2023
My perspective: I appreciate the focus on real-time and alumni engagement. We’ve been spoiled by instant responses and always on media. And, students want to know what’s out there after attainment of that degree or certificate. Alumni can help tell this story much better than administrators or (gasp) marketers.
The article delves into the competitive landscape of higher education marketing, emphasizing the importance of standing out to attract the best students. It provides a comprehensive list of strategies to enhance university visibility and appeal:
Maximize Organic Traffic through Optimized SEO Techniques: Emphasizes the importance of SEO for attracting the right students. It covers aspects like keyword research, internal linking, backlinking, technical audits, and on-page optimization.
Accelerate Your Sales With Proven PPC Techniques: Discusses the benefits of pay-per-click advertising for promoting university programs and increasing web traffic.
Attract, Engage, and Retain Students With a Winning Content Marketing Strategy: Highlights the importance of creating engaging and informative content to resonate with potential students.
Elevate Your Brand Visibility With Google Display Advertising: Discusses the effectiveness of digital display ads over traditional billboard ads, especially on Google’s Display Network.
Unlock the Power of Social Media: Explores the role of social media platforms like Twitter, Instagram, LinkedIn, and Facebook in connecting with potential students.
Use Exclusive Email Marketing Campaigns to Promote: Emphasizes the continued relevance of email marketing, stressing the importance of personalization and using AI-powered email programs.
Make Informed Decisions With Advanced Analysis and Tracking: Discusses the importance of setting specific tracking goals beyond what Google Analytics provides.
Utilize Video Marketing to its Fullest Potential: Highlights the engagement potential of video content, both in long and short formats.
Inspire Student Success With Real-Life Stories: Advocates for sharing student success stories to showcase the value of the university’s programs.
Maximize Your Reach With Influencer Marketing: Discusses the power of influencer marketing, especially leveraging successful alumni.
Boost Engagement With Short and Snappy Video Content: Emphasizes the importance of short video content, especially in the wake of reduced on-campus visits due to COVID-19.
Optimize for Featured Snippets: Discusses the importance of ranking in Google’s featured snippet for increased visibility.
Reach Your Ideal Customers With Lookalike Audience Targeting: Highlights the benefits of using lookalike audience models to improve brand reach.
Improve Customer Service With Chatbots Integration: Discusses the rise of conversational marketing and the effectiveness of chatbots in providing instant answers.
Build Connections With Live Streaming: Emphasizes the engagement potential of live streaming over traditional content.
Hire a Professional Higher Education Digital Marketing Agency: Advocates for seeking professional assistance if universities lack the resources or expertise for effective digital marketing.
Unique Positions:
The article emphasizes the blend of traditional and modern marketing strategies, highlighting the importance of adapting to the evolving digital landscape.
It underscores the importance of personalization, real-time engagement, and leveraging alumni for effective marketing.
Conclusion: The article concludes by emphasizing the importance of current marketing strategies for universities to attract future leaders. It also suggests hiring a higher-ed marketing agency for those lacking the time or resources to run effective campaigns.
My perspective: OK, I know it’s shallow, but I like the look and feel of this site. It’s got a very medium-esque vibe.
On a more serious note, the authors point out one of my constant refrains: The decentralized nature of a higher education marketing strategy is costing universities dearly. Very few schools have central oversight and are therefore cannibalizing their own messaging and budgets.
The article delves into the complexities of marketing in higher education, highlighting the unique challenges faced by universities. One of the primary challenges is the siloed nature of marketing in universities. While universities typically have a central marketing team focused on boosting student enrollment and driving donations, there are also numerous smaller teams across various academic departments and schools, each with slightly different target audiences.
These smaller teams often work independently on their marketing strategies, employing a wide range of tactics such as social media, SEO, email marketing automation, PPC campaigns, live streaming video content, direct mail, in-person events, and even chatbot scripts. This decentralized approach can lead to several issues:
Dilution of the Brand: Inconsistent application of messaging and brand guidelines can weaken the overall brand identity.
Missed Opportunities: Due to weak communication channels, potential marketing opportunities might be overlooked or not fully capitalized upon.
Decreased Morale: Teams or individuals working in isolation can experience reduced morale.
Despite these challenges, the article offers hope by suggesting nine strategies to promote more cohesive and effective higher education marketing. While the specific strategies aren’t detailed in the provided excerpt, the article emphasizes the importance of cohesive marketing efforts across the institution.
Unique Positions:
The article highlights the unique challenges higher education institutions face due to the decentralized nature of their marketing efforts.
It underscores the importance of a unified approach to marketing to ensure consistent branding and messaging.
Noteworthy Mentions:
The article references recent engagement examples related to the pandemic, suggesting that universities have proactively created content around COVID-19.
The University of Queensland is highlighted for its digital publication, “Contact,” which offers an engaging and interactive user experience while catering to those who prefer traditional print magazines.
Final Thoughts
As you can see, there are a number of ways to get in front of students for your school.
The consensus seems to be that SEO, social media marketing and advertising, email, and PPC are great ways to invest your marketing dollars.
It’s surprising to see how little attention is paid in the articles to analysis, tracking, and reporting, given how many of the UPCEA Higher Education SEO Study respondents indicate this is lacking.
As management icon Peter Drucker is famously quoted, “What gets measured gets managed.” All the landing pages, tactics, and strategies in the world won’t make us successful if we don’t know what’s working.
For more tips to create a winning higher education marketing strategy, check out our Higher Education Marketing Resources & Guides. For more information about higher education marketing – and to learn more about services like our SEO Roadmap for universities, contact our team at Search Influence today.
Search Influence is excited to announce the addition of two new star players to our award-winning team!
Fallon Myers, Account Manager
Originally born in Houma, Louisiana, Fallon spent most of her childhood living in Wiesbaden, Germany. As an army kid, Fallon traveled a lot growing up but eventually made her way back home to finish high school and start college. She attended Southeastern Louisiana University and earned her Bachelor of Arts in Marketing.
With over ten years of experience in the digital marketing industry, Fallon has built a successful career as an Account Manager. When not working, Fallon can often be found at track or football practice with one of her kiddos, balancing her professional achievements with a fulfilling family life.
Chuck Wilkins, SEO Coordinator
Originally from Hilton Head, South Carolina, Chuck attended the University of South Carolina and majored in Mass Communications. After graduating, he moved to the beautiful beaches of Charleston, where he lived for five years before relocating to New Orleans. During the COVID-19 pandemic, he pivoted his career focus to SEO and digital marketing and studied at Loyola University New Orleans.
When he’s not creating SEO strategies for clients, Chuck enjoys immersing himself in New Orleans’ rich music scene and spending time with his dogs, Stash and Tela.
We’re so excited to have you, Chuck and Fallon!
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