4 reasons why higher ed should invest in seo
TRANSCRIPT
SEO WILL GIVE YOU A COMPETITIVE ADVANTAGE
PROSPECTIVE STUDENTSRELY HEAVILY ON SEARCH
TO FIND SCHOOLS
Questions?
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60% - 80% of the higher Ed market,(depending on the type of school), DOES NOT INVEST IN SEO.
Prospective students use many means to identify and narrow down their top school preferences.
BUT … Students are using search engines as a primary “discovery”tool in this process.
REASONS WHY HIGHER EDUCATION INSTITUTIONSMUST INVE$T IN SEO
60%80%
If yo
u ar
e lo
okin
g
for an opportunity to ri se above your competitors in your target mar
kets
, SEO
can
hel
p yo
u do
that
.
SEARCH
Engineering Schools
2/3 of the prospectivestudent population use andhighly value search enginesto research colleges.
Colleges must appear in thesearch engine rankings to be found
So, why is that?At least 2/3 of schools don’t invest in SEO to improve their rankings
Many marketers don’t understandthe di�erence between brandedand unbranded term searching.
75% of searchers neverscroll past page one results
60% of the clicks goto the top three results
They are assuming most students are doingbranded searches on their colleges’ name
BUT … today, it is more likely that students are enteringkeywords such as “best green architecture sprogram on east coast”.
Assuming this applies to students, thismeans that 75% of your prospectivestudents will never get to your websiteunless your website search resultsgets to page
You have to get to the top 3 organic listingsto really have chance of being clicked.
YOU MUST RANK HIGHLYON THE FIRST RESULTSPAGE TO BE FOUND
75%
60%
SEARCH GENERATED LEADSCLOSE AT THE HIGHEST RATE14.6% of SEO generated leads will close, while outbound leads, (such as
direct mail or print advertising generated) have a close rate of only 1.7%.
So clearly if you want to increase your leads and registrations, focusing onSEO to produce them is a high return on investment option.
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