Our previous blog post delved into the importance of optimizing school websites to reach a broader audience. While we covered various strategies, there’s one powerful approach that often goes unnoticed: search engine optimization (SEO).

The best part? SEO optimization doesn’t have to break the bank.

The State of SEO in Higher Education

The UPCEA/Search Influence 2023 research sheds light on the perceptions and comprehension of SEO among institutional and marketing leaders. Surprisingly, many of these leaders acknowledge the importance of SEO but admit that their units lack a well-defined strategy. While 84% of marketing departments view SEO as a core component of their strategy, half of them still need an established plan in place.

The question arises: why the disconnect? Perhaps SEO seems too complex, and digital advertising offers a simpler alternative with clear returns. Decision-makers may not fully grasp the ROI of SEO. However, the reality is that investing in SEO can yield substantial benefits. Moving from page 5 to page 1 in search engine rankings can translate into hundreds of additional website visits and thousands of dollars in revenue.

Reaching new adult learners demands precision, planning, and improved prospect and student interfaces. These savvy learners rely on various sources of information and are influenced by learning path outcomes. Capturing their attention and engagement necessitates a well-executed content strategy that encompasses comprehensive SEO optimization. Effective implementation involves strategically integrating relevant keywords, developing engaging content, and cultivating valuable backlinks.

Strategy & Tools

Universities have a unique advantage in the SEO arena, as their websites are highly trusted and respected sources of information. The .edu still holds power.

Nevertheless, the situation is further complicated by challenges related to CMS platforms used by universities for website management. The most commonly used platforms include Drupal (31%), Cascade (17%), WordPress (15%), and Omni (6%), among others.

It is crucial for these institutions to understand that there is no silver bullet solution for SEO success. However, when it comes to optimization for Drupal and WordPress, there are several tools available that can help enhance the performance and visibility of your website. Here are some popular options for each platform:

For Drupal:

• Yoast SEO for Drupal: This module provides advanced SEO features, including XML sitemap generation, content analysis, meta tag management, and social media integration.
• Metatag: This module allows you to define and manage meta tags for individual pages, including titles, descriptions, keywords, and Open Graph tags.
• Pathauto: This module automatically generates search engine-friendly URLs based on predefined patterns, improving the structure and readability of your website’s URLs.
• Google Analytics: By integrating Drupal with Google Analytics, you can track website traffic, user behavior, and other valuable metrics to make data-driven SEO decisions.

For WordPress:

• Yoast SEO: One of the most popular SEO plugins for WordPress, Yoast SEO offers a comprehensive set of features for optimizing content, generating XML sitemaps, managing meta tags, and providing readability analysis.
• All-in-One SEO Pack: This plugin is another powerful option for optimizing your WordPress site. It includes features such as XML sitemap generation, meta tag management, social media integration, and support for Google Analytics.
• Rank Math: This SEO plugin offers a user-friendly interface and advanced features like schema markup, keyword optimization, redirection management, and SEO analysis tools.
• Google Site Kit: Developed by Google, this plugin integrates various Google tools, including Google Analytics, Search Console, PageSpeed Insights, and AdSense, into your WordPress dashboard for easy access and tracking.

These are just a few examples of the SEO optimization tools available for Drupal and WordPress. If you’re looking to take your website’s SEO strategy to the next level and reach your target audience effectively, it’s time to have a chat with KWALL.