High schools face an interesting SEO challenge. The landscape is fiercely competitive. Your school is not just competing against other private schools; public institutions and alternative education options are all fighting for the same students.
The complexity doesn’t end there. Search engine algorithms are in constant flux. Balancing technical optimization with creating engaging, student-focused content can feel like walking a tightrope.
Add to this the constraints of limited budgets and the need for precise local targeting, and you’ve got a perfect storm of challenges.
But don’t despair. With the right approach, you can turn these challenges into opportunities. Let’s dive into how you can harness the power of SEO to propel your school to the top of search results and capture the attention of your ideal applicants.
Mastering Keyword Research for Private High Schools
Keyword research is the foundation of any successful SEO strategy, and for private high schools, it’s your secret weapon to stand out in a crowded digital landscape. But how do you uncover the terms and phrases that will attract your ideal students and their families?
Start by putting yourself in the shoes of your prospective students and their parents. What are they searching for? It’s not just “private high schools near me.” They’re looking for specific programs, unique offerings, and qualities that set your school apart.
Unearthing Long-Tail Gold
Long-tail keywords are your best friends. These longer, more specific phrases often have less competition and higher conversion rates. For example, instead of targeting “private high school,” consider phrases like:
- College preparatory high school with STEM focus
- Private high school with strong arts program
- Boarding school with small class sizes
Don’t forget to include location-based terms to capture local searches.
Leveraging Competitor Insights
Your competitors can be a goldmine of keyword ideas. Analyze their websites and content to identify gaps in your own strategy. Check out schools in other markets you’d like to emulate. What search terms are they ranking for?
Optimizing Google My Business for Local Search Dominance
When it comes to local search visibility, your Google My Business (GMB) listing is your digital front door. It’s often the first impression prospective students and their families will have of your school. So, how do you make it shine?
First things first: claim and verify your GMB listing if you haven’t already. This gives you control over the information displayed and allows you to leverage all of GMB’s features. Once you’re in the driver’s seat, it’s time to optimize.
Crafting a Compelling GMB Profile
Fill out every relevant field with accurate, engaging information. Your school’s name, address, and phone number should be consistent across all online platforms. But don’t stop there. Use the description field to highlight what makes your school unique. Are you known for your rigorous academic program? Award-winning arts department? State-of-the-art facilities? Showcase it here.
Take advantage of GMB’s features to bring your listing to life:
- Posts: Share updates about upcoming open houses, student achievements, or new program offerings.
- Q&A: Anticipate and answer common questions prospective families might have.
- Virtual tours: Give families a glimpse of your campus from the comfort of their homes.
Photos and videos are your secret weapons. They offer a visual story of your school’s environment and culture. Regularly update these with high-quality images of your campus, classrooms, and student activities.
Harnessing the Power of Reviews
Reviews are gold in the world of local SEO. Encourage satisfied parents and alumni to share their experiences. Respond to all reviews, positive or negative, in a professional and constructive manner. This shows you’re engaged and care about feedback.
By optimizing your GMB listing, you’re not just improving your local search visibility—you’re creating a powerful first impression that can drive more campus visit inquiries and, ultimately, applications. Keep an eye on your GMB insights to understand how users are interacting with your listing and refine your strategy accordingly.
Don’t Sleep On Your IG Copy
Given the recent change in how Google is using Instagram in search results, a real opportunity has opened up for High Schools. Now, when posting to IG, make sure you are referring back to your keyword research and incorporating key terms in a natural way to ensure those posts will show up in Google.
Next, use the Alt Text with in the Accessibility dropdown and add additional details of your post, and include those keywords to help take up more real estate in Google for your school.
If you found this information helpful, follow along for our recommendations for Google Ads next. And as always, if you are interested in talking about growing your enrollment, give us a call or fill out the form in the footer.