Search Influence Co-Founder and CEO Will Scott recently wrote a guest blog post for our higher education marketing partners at UPCEA.
The blog post, titled “Drive Success: Using Recruitment SEO to Fill Higher Education Seats,” takes an in-depth look at how higher learning institutions can utilize recruitment SEO to adapt to evolving demographics and industry shifts.
In his blog post, the SEO expert argues that traditional higher education marketing tactics are not enough. Today’s learners discover and explore educational programs differently, and institutions need to adapt their strategies accordingly.
Takeaways from Will Scott’s UPCEA Blog
- The Enrollment Funnel in the Digital Age: Today’s students research programs online throughout their decision-making process. Marketers must ensure a seamless online experience, from the initial discovery to application completion. This reiterates the importance of recruitment SEO, or optimizing websites for search engines.
- A Shrinking Traditional Market: The number of high school graduates is declining, forcing universities to redefine their ideal students. Adult learners and non-traditional students present new opportunities, but also challenges, as they may not be aware of programs that can help them achieve their goals.
- The Power of SEO: A well-crafted SEO strategy can significantly improve a university’s online presence. It can increase brand awareness, attract qualified leads, and move potential students down the enrollment funnel. Search Influence and UPCEA’s Higher Ed SEO Research Study shows that 84% of marketing departments view SEO as important, but only half have a defined strategy.
- Beyond Discovery: SEO isn’t just about getting noticed. Prospective students often conduct follow-up searches to validate their initial impressions. Consistent presence in search results builds trust and credibility. Conversely, an absence can undermine an institution’s efforts and benefit competitors.
- Challenges to Effective SEO in Higher Ed: Many universities lack the resources or expertise to implement a strong SEO strategy. Professional, Continuing and Online departments may be understaffed or underfunded, and institutional leaders may not understand the value of SEO. A Search Influence study revealed that marketing departments rated their SEO skills as just average, and website audits showed significant room for improvement.
Learn More About Recruitment SEO With Search Influence
Prospective students are just a search away. Don’t let outdated marketing strategies hold you back.
Search Influence has years of experience helping universities including Tulane SoPA and Palo Alto University attract qualified leads and fill seats with strategic SEO.
Contact us today and learn how we can transform your website into a student discovery powerhouse.
