How to Do Keyword Research: SEO Strategy Training for Schools and Colleges

You want your school or college to stand out online, right? More students, better visibility, and a more substantial reputation. That’s where SEO (Search Engine Optimization) comes in. Think of SEO as the map that guides people to your website when searching online. And keyword research? That's the compass.

What is SEO?

SEO is about making your website more visible on search engines like Google. It’s not magic; it’s a set of strategies that help search engines understand what your site is about. When someone types a query into Google, the search engine tries to show the most relevant and helpful results. SEO helps your website be one of those results.

Why is this important for schools and colleges? Because potential students and their families are online. They’re searching for programs, locations, and reviews. If your school isn’t showing up, you’re missing out.

Keyword Research: The Foundation of SEO

Keyword research is finding the words and phrases people use when searching for information about your school or college. It’s not just guessing; it’s about understanding what your audience is typing into search engines.

Think about it. Someone searching for “best nursing program in Ontario” differs from someone searching for “community college near me.” Knowing these differences helps you create content that speaks directly to those searches.

General Guidelines for Keyword Research

Before we dive into school-specific keywords, let’s cover some basics:

• Understand Search Intent: What is the user trying to find? Are they looking for information, a specific program, or the location of your campus?
• Use a Mix of Short and Long-Tail Keywords: Short keywords (like “college programs”) are broad. Long-tail keywords (like “affordable business administration degree Toronto”) are more specific and often have less competition.
• Analyze Competitor Keywords: See what keywords other schools and colleges in your area are using. This isn’t about copying but understanding the landscape.
• Use Keyword Research Tools: Tools like Google Keyword Planner, Ahrefs, and SEMrush can help you find relevant keywords and analyze their search volume. 
• Focus on Relevance: Don’t just chase high-volume keywords. Make sure the keywords are relevant to your school’s programs and offerings.

Keyword Research Specifically for Schools and Colleges

Now, let’s get specific. Schools and colleges have unique keyword needs. Here’s how to approach it:

• Program-Specific Keywords: Think about the programs you offer. “Early childhood education diploma,” “software engineering degree,” and “medical assistant certification.” These are the kinds of phrases potential students will search for.
• Location-Based Keywords: If you’re a local institution, location is crucial. “Colleges in Ottawa,” “schools near Hamilton,” or “community college Oakville.”
• “Digital marketing for Schools and Colleges” is a key phrase. Make sure to include this, as it is a service schools need. Schools want to create digital campaigns and want to know how to do so.
• “Local SEO agency for Schools and colleges”: This is also a key phrase. A local SEO agency understands the llocation-baseddemographics, and can help a school or college better reach potential students in the area.
• Admission-Related Keywords: “How to apply for college,” “admission requirements,” and “financial aid for students.” These are common searches from prospective students.
• Event and News Keywords: “Open house dates,” “campus events,” and “school news.” Keeping these updated helps attract interest.
• Review and Reputation Keywords: “Best schools in [city],” “college reviews,” and “[school name] reputation.” People want to know what others say about your institution.
• Online Learning Keywords: “Online degrees,” “virtual college courses,” and “online certificate programs.” More students are looking for flexible online options.

Advantages of Proper Keyword Research

• Increased Visibility: More people find your website.
• Targeted Traffic: You attract students and families who are genuinely interested.
• Higher Conversion Rates: When you reach the right audience, they’re more likely to apply or enroll.
• Better ROI: You get more value from your digital marketing efforts.
• Competitive Edge: You outrank competitors in search results.
• “Digital marketing for Schools and Colleges” gives schools a far greater reach than traditional methods.
• A “Local SEO agency for Schools and colleges” can provide a school with local expertise and help it attract more students from the area.

Disadvantages of Improper Keyword Research

• Wasted Resources: You spend time and money on keywords that don’t bring results.
• Low Traffic: Your website doesn’t show up in relevant searches.
• Poor Conversion Rates: You attract the wrong audience.
• Missed Opportunities: You lose potential students to competitors.
• Damaged Reputation: If your content doesn’t match user intent, it can lead to negative reviews.
• “Digital marketing for Schools and Colleges” that is done poorly can lead to low traffic and a waste of money.
• A “Local SEO agency for Schools and colleges” that is not familiar with the local area can lead to wasted resources and low traffic.

Real-Life Example

Let’s say you’re a community college in London, Ontario, offering a popular business administration program.

• Good Keywords: “Business administration diploma London Ontario,” “affordable business courses London,” “community college business program London.”
• Bad Keywords: “Business courses,” “online degrees,” or “best colleges.” These are too broad and won’t reach your target audience effectively.

Tips for Success

• Create High-Quality Content: Keywords are just the start. Your website needs valuable, informative content that answers users’ questions.
• Optimize Your Website: Make sure your site is mobile-friendly, fast-loading, and easy to navigate.
• Build Local Citations: If you're a local school, ensure your name, address, and phone number are consistent across online directories.
• Monitor and Adjust: SEO is an ongoing process. Use analytics to track your progress and adjust your strategy as needed.
• Consider a “Local SEO agency for Schools and colleges” to help with local citations and SEO.
• Invest in “Digital marketing for Schools and Colleges” to help reach a wider audience.

Conclusion

Keyword research is a vital part of SEO for schools and colleges. It helps you connect with potential students, increase visibility, and build a strong online presence. By understanding search intent, using relevant keywords, and creating valuable content, you can attract the right audience and achieve your enrollment goals.

Remember, it’s not just about getting more traffic; it’s about getting the right traffic. And that starts with knowing your keywords.