Over the last few years, I’ve worked with K-12 education organizations and independent and private schools that have made a shift to digital marketing to grow their inquiries, tours and enrollment. This is due to many changes in the market today, including:
Thus, the importance of SEO and other digital marketing channels.
It’s no longer acceptable for a website to merely be a “brochure”; it must be a lead-generating machine that converts prospective families to visit the campus, take a tour, or reach out for more information.
Organic search engine optimization (SEO) is designed to improve a site's visibility, rankings, and clicks. One-time and ongoing work is needed to improve foundational SEO, content marketing efforts, technical optimization, off-page optimization and social signals.
Local SEO efforts are critical to boost visibility and brand awareness from local families. Local online marketing efforts supplement organic SEO and website marketing activities that must be done on a one-time and ongoing basis to maintain performance and keep up with Google changes.
Paid search is designed to complement organic SEO. Not only do the SERPs favor and emphasize paid ads today with shrinking space on Page 1, but some of our most important keywords are very competitive. Careful monitoring and optimization is required.