Today, most students start their search for schools and degree programs on Google, which dominates the search engine market with over 95% of mobile traffic.
With tools like Google’s college search features, students can compare options in seconds. This makes it critical for your institution to rank well in searches.
In this guide, we’ll share 10 proven strategies to help you improve visibility, attract more students, and stay ahead of the competition using SEO for higher education.
Why Is SEO Important for Higher Education?
SEO for higher education is key to helping colleges and universities build their online visibility. A good SEO plan helps your institution achieve these long-term benefits:
- Improved visibility: Optimizing your website helps it rank higher in search results, making it easier for prospective students to find you.
- Enhanced credibility: Websites that rank at the top appear more trustworthy, encouraging students to explore your degree programs.
- Targeted traffic: SEO helps you reach the right audience by focusing on specific locations and demographics.
- Higher enrollment: By attracting more qualified visitors, you can increase applications and grow your student base.
- More funding: Greater enrollment and visibility may lead to more tuition revenue, donations, and support from alumni.
10 SEO for Higher Education Tips
SEO is a long-term game, but the right strategies can make a big difference in how prospective students find and engage with your institution.
Whether you’re optimizing your website or creating targeted content, a thoughtful approach can help you stand out in a crowded digital landscape.
Here are 10 actionable tips to get started:
1. Mix Short-Tail and Long-Tail Keywords for a Smarter Keyword Strategy
By using a mix of short-tail and long-tail keywords, you can not only increase your site’s visibility but also ensure you’re reaching prospective students who are actively searching for what your institution offers.
Short-tail keywords bring traffic, while long-tail ones bring clarity and precision—together, they create a balanced approach that drives results.
Here’s how they work:
- Short-tail keywords are broad phrases, usually one or two words, like “college degrees.” These drive high traffic but can be less targeted.
- Long-tail keywords are more specific and often include three or more words, like “online nursing degrees for working adults.” These are less competitive and attract traffic that aligns better with user intent.
To succeed, mix both types of keywords:
- Use branded terms like your school’s name to connect with students who already know you.
- Focus on non-branded keywords to reach new audiences, such as “top engineering programs.”
- Put yourself in your audience’s shoes—what would they search for? Use tools like Google’s Keyword Planner to find commonly searched phrases.
- Write content tailored to these search terms, like blogs or program pages, to answer your audience’s questions directly.
Video Source: Surfside PPC
2. Understand The Importance of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T)
E-E-A-T is a critical factor in SEO and stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a set of guidelines Google uses to determine the quality of content.
When your site meets these standards, it’s more likely to rank higher because it shows Google that your content is credible and relevant.
Improving your E-E-A-T score can bring several benefits, such as boosting your site’s domain authority, building trust with your audience, and increasing your visibility.
Video Source: Semrush
Here’s how you can enhance your E-E-A-T score:
- Create experience-driven content: Use academic experts to share insights, research, or firsthand experiences that provide real value to your readers.
- Build backlinks from trusted sources: Earning links from authoritative sites like government or educational websites will strengthen your credibility.
- Be mentioned in high-authority platforms: Even without a link, mentions by trusted outlets like major publications can boost your E-E-A-T.
- Focus on quality over quantity: Publish well-researched, accurate content that reflects your institution’s academic reputation.
- Showcase your expertise: Highlight your faculty’s achievements, research, and innovations prominently on your site.
Video Source: Rank Math SEO
3. Use Schema Markup To Help Search Engines Better Understand Your Content
Schema markup is a tool that enhances how your website appears in search results. It’s a type of structured data that gives search engines more context about your institution and its content.
Adding schema markup makes your search results more engaging and can drive more clicks. For example, SAP saw a 400% increase in clicks from rich results, and Sharp Healthcare experienced an 843% boost in just nine months.
Here’s how schema markup benefits your higher education website and how to use it effectively:
- Course schema: Share details about your programs, like descriptions, prerequisites, instructors, and schedules, to help prospective students find key information right away.
- Event schema: Highlight events like webinars, lectures, or open houses. Include dates, times, locations, and registration links to make them easy to discover.
- EducationalOrganization schema: Provide important information about your institution—name, address, contact info, and even acceptance rates—to build trust with searchers.
- FAQ schema: Mark up your most common questions and answers so they appear directly in search results, providing quick solutions to users’ queries.
Video Source: Chris Palmer
Universities like Cambridge use schema markup to display useful details, such as founding dates and star ratings, right on their search profiles.
Follow these simple steps to implement schema markup on your site:
- Use Google’s Structured Data Markup Helper to create your schema code.
- Copy the code and paste it into the HTML of the relevant page.
- Test your schema with Google’s Rich Results Test.
- Monitor your search performance through Google Search Console.
Video Source: LinkBuildingHQ
Implementing schema markup not only improves your visibility but also positions your content as highly relevant and trustworthy, which is one of the E-E-A-T signals we mentioned above.
4. Analyze Your Education Competitors To Find The Best Keywords and SEO Strategies
A competitive SEO analysis shows how your school compares to others in the education space. Whether you’re comparing schools with similar programs or competitors in your area, studying their strategies gives you an advantage.
Video Source: Surfside PPC
Start by listing schools or universities that compete with your institution. Focus on those offering similar programs or targeting the same audience. These are the benchmarks you’ll use to evaluate your online performance.
Use online tools to make your life easier. For example, Semrush is an excellent tool for competitive SEO analysis. Here’s how to use it effectively:
- Open the Organic Research tool and enter a competitor’s domain.
- Select the country you want to analyze and hit “Search.”
- You’ll get an overview of the competitor’s traffic, keyword rankings, and other useful metrics.
One important note – many schools have separate subdomains for specific programs or departments (e.g., admissions, engineering, or continuing education). Since Semrush treats subdomains as individual sites, you’ll need to search these separately if you want detailed data.
I. Analyze Keyword Rankings
To see which keywords your competitor ranks for, head to the “Positions” tab. Here, you’ll find their ranking keywords along with critical stats:
- Search intent: Are users looking for information, shopping, or taking action?
- Position: How high they rank on the search engine results page (SERP).
- Search volume: How often people search for the term.
You can also filter keywords to focus on specific terms, like “undergraduate programs” or “online degrees.” Use this information to identify gaps in your own keyword strategy.
Next, go to the “Pages” tab to explore pages driving the most traffic for your competitor. The Organic Pages table provides data on:
- Estimated traffic: The number of visitors a page attracts.
- Keyword performance: Which keywords help the page rank?
- Intent breakdown: What kind of searches lead users to those pages?
Review the keywords these pages target. Create content or refine your existing pages around similar topics to capture the same audience.
II. Discover More Competitors
Find additional competitors to analyze by heading over to the “Competitors” tab.
Look for features like:
- Competitive Positioning Map: Displays how strong your competitors are in organic search based on their traffic and visibility.
- Organic Competitors: A breakdown of other domains competing with them in search results.
You’ll also see shared keyword data showing terms where your competitor and these new domains rank. Identify any academic program keywords you’re missing and start incorporating them into your content.
III. Use the Data to Improve Your SEO Strategy
Use the insights from your competitive SEO analysis to improve your site’s ranking.
- Incorporate missed keywords in program pages, blogs, and FAQ sections to align better with user searches.
- Optimize your top pages to match or outshine the competition by focusing on content quality and user intent.
- Develop new content that targets high-performing keywords while filling gaps your competitors missed.
Give your audience value, improve your search rankings, and stay ahead of competitors.
5. Create Long-Form Content That Helps Your Audience Achieve Their Education Goals
Long-form content—articles or pages with at least 1,000 words—can make a big impact on your institution’s digital presence.
It’s a smart way to share in-depth information with prospective students, keep them engaged, and improve your search rankings.
In fact, long-form blog posts generate 7x more leads than short-form ones.
Long-form content lets you cover topics in detail, giving readers everything they need to know in one place.
For example, you can create guides that explain academic programs, campus amenities, local living options, or financial aid processes.
Take Gustavus Adolphus College as an example. Their mathematics advising guide provides prospective students with specific, easy-to-understand information, such as:
- Major and minor requirements
- Course offerings and schedules
- Frequently asked questions (FAQs)
This type of detailed resource builds trust and helps students make well-informed decisions about their education.
For institutions offering specialized courses, detailed content about specific programs can help attract the right students. A well-structured guide on Digital Marketing Masters Programs, for instance, can provide insights on course structure, career opportunities, and industry trends, making it easier for prospective students to make informed decisions.
I. Long-Form Content on SEO for Higher Education
Content that’s valuable and insightful keeps visitors on your site longer—and encourages them to explore further. Here are some topic ideas:
- detailed program descriptions
- alumni experiences
- step-by-step career guides
For instance, Central Michigan University’s blog on becoming a clinical psychologist walks readers through what the career entails, degree requirements, and how to get started.
Strategic calls-to-action, like “Apply Now,” drive readers to take the next step, boosting applications.
II. Improve SEO With Long-Form Content
When you publish long-form content, you can include more keywords, subtopics, and detailed answers that match what prospective students search for online. Over time, this strategy can help you rank for a wider range of keywords, improving visibility.
Well-researched, long-form pieces also tend to earn backlinks from other websites, which can increase your domain authority and search rankings.
Instagram Source: Neil Patel
To get started, use tools like an SEO Content Template to plan your topics and keywords based on what competitors are ranking for.
Tips for Creating Long-Form Content on SEO for Higher Education
- Choose topics that your audience cares about, like career paths, academic advice, or student life tips.
- Structure your content with headings, subheadings, and bullet points for easy reading.
- Include visuals like photos, videos, or infographics to make the page more engaging.
- Add clear CTAs, such as links to applications or event sign-ups, to guide readers toward an action.
With thoughtful long-form content, you’ll not only provide value to your audience but also strengthen your institution’s online presence and reputation.
6. Share Student Testimonials To Build Trust and Showcase Success Stories
Student testimonials are a great way to connect with prospective students and build trust. They give real insights into your programs, campus life, and what it’s like to be part of your institution.
At 39%, student outcomes—like employability or graduation rates—are one of the biggest factors students consider when choosing a college.
Sharing stories from current students and alumni shows how your graduates are succeeding in the real world and highlights the value of your institution.
To use student testimonials effectively, feature them on key areas of your website, like program pages or admissions sections. Use both written stories and engaging videos to bring these narratives to life.
For example, Gustavus Adolphus College has a section dedicated to student stories, including a graduate sharing what it’s like to study mathematics and biochemistry.
Highlight unique perspectives, achievements, and relatable experiences to inspire potential students.
7. Use Videos and Images To Make Your Content More Engaging
By combining visuals like videos, images, and infographics with text, you can create a more engaging experience for prospective students.
91% of businesses now use video as a marketing tool, and 82% of people say they’ve been convinced to buy a product or service after watching a video.
Take a look at this blog post, for example. We have several videos, images, and infographics, and there’s a good chance you found this article through a Google search, which means what we’re doing is actually working.
This just shows how powerful visuals can be in reaching the right audience.
“One of the often-overlooked SEO opportunities has to do with images.” – Mindy Weinstein (Founder of Market MindShift)
Here’s why it matters and how to do it right.
Why:
- Boosts engagement: Video and images capture attention faster than text and keep users interested.
- Improves user experience: Makes information easier to digest and visually appealing.
- Increases shareability: Encourages sharing on social media, expanding your reach.
- Diversifies content: Connects with different types of learners, catering to varied preferences
How:
- Tell your story visually. Use videos to highlight campus life, student experiences, or alumni success. Infographics can simplify complex data, like application processes or tuition costs, making it easier to understand.
- Add alt text to images. This makes content accessible and helps search engines understand an image’s purpose. Use relevant keywords when appropriate.
- Ensure a smooth user experience. Optimize multimedia files so they load quickly. This helps reduce bounce rates and keeps users engaged.
- Create shareable content. Design visuals with social media in mind, like short videos or graphics with key takeaways, to maximize your reach.
If this sounds like a big project, you don’t have to do it all yourself. Hiring a video editor can help you:
- Save time
- Improve content quality
- Increase audience engagement
For more details, read our detailed guide on hiring a video editor.
8. Follow Technical Best Practices to Improve Performance
Following technical SEO best practices is crucial for your website’s performance and search visibility.
These practices ensure search engines can easily crawl and index your pages, making them available in search results. Here’s how to ensure your site follows SEO best practices:
I. Focus on Indexability
Indexability means making sure your pages are accessible to search engines and included in their database—and therefore available to users of the search engine.
- Check indexing: If a page isn’t indexed, it won’t appear in search results.
- Use robots.txt files: These guide search engines on which pages to crawl and which to skip.
- Add canonical tags: If you have duplicate pages, use canonical tags to tell search engines which version to index.
- Set meta tag directives: Use tags like “noindex” to prevent irrelevant or duplicate pages from being indexed.
II. Improve Crawlability
Crawlability helps search engines efficiently find content on your site.
- Use internal links: Make it easy to navigate by linking important pages within your site structure. Key pages should be accessible within a few clicks from your homepage.
- Generate XML sitemaps: Provide a clean, organized list of your website’s pages for search engines to crawl efficiently. Use a sitemap generator tool for this.
III. Run Site Audits to Address Technical Issues
Use tools like Semrush’s Site Audit to uncover issues that may be slowing down your site.
- Start by creating a project and entering your domain in the tool.
- Customize the audit by selecting the number of pages and a crawl source, like your website or sitemap.
- After running the audit, check the dashboard for crawlability issues like broken links, duplicate content, or error codes (4XX/5XX).
- Address “Crawl Budget Waste” by fixing pages with issues to ensure search engines focus on important content.
By optimizing your site’s technical aspects, you’ll improve performance, rank higher in search results, and provide a better experience for your visitors.
9. Hire an SEO Consultant To Help With SEO Challenges
An SEO consultant (like us) can make a big difference in how well your website performs online.
By optimizing your site to rank higher, we help you attract more organic traffic—visitors you don’t have to pay to reach. With our expertise, you’ll stay ahead of the competition and see real results.
Why Hire Us?
- Higher rankings mean more clicks: The top Google result gets a 28.5% click-through rate. By comparison, results at the bottom of the page get just 2.5%. We make sure your site ranks where it matters.
- Save costs long-term: Our strong SEO strategies reduce your reliance on paid ads like PPC. This means steady traffic without a constant marketing spend.
- Match users’ search intent: We help you create content that meets user expectations better than your competitors, increasing engagement and conversions.
- Boost brand trust: High-ranking content makes your brand more visible and trustworthy. We work to build lasting relationships between your business and your audience.
- Unlock growth opportunities: With our keyword analysis, we uncover hidden content ideas and show you new ways to grow your audience and business.
We make solving your SEO challenges simple. With over 15 years of experience, 100+ 5-star reviews, and expertise in many industries, our team can make all the difference in your pursuit of SEO mastery.
Schedule your free consultation today and see how we can bring results to your business.
10. Optimize Local SEO Google Business Profiles To Help Customers Find Your Business Faster
Local SEO is key to connecting colleges and universities with nearby prospective students. When done right, it can make your institution more visible in local searches and attract the right audience.
I. Use Localized Content
Make your content resonate with the local community by including region-specific keywords in titles, meta tags, and headings. For instance, mention your city or state alongside relevant keywords, such as your programs.
Video Source: Hike
MSU does this well with their page titled “East Lansing – MSU College of Osteopathic Medicine.”
Also, create content that highlights local attractions or events. This helps show your connection to the community and boosts your local search rankings.
For example, Gustavus Adolphus College features a page that invites users to explore Saint Peter, Minnesota, sharing tips on things to do in the area.
II. Encourage Reviews
Positive reviews on platforms like Google, Yelp, and Facebook can greatly boost your visibility and credibility. Ask current students and alumni to leave feedback about your institution.
You can then use this feedback to advertise your school:
- Share a direct review link from your Google Business Profile (GBP).
- Use email, social media, or text messages to request reviews.
Good reviews boost your reputation, improve local search rankings, and are a deciding factor for the 63.6% of consumers who check Google reviews before visiting a business.
III. Optimize Your Google Business Profile
Your GBP is a vital tool for local SEO. If your institution doesn’t already manage one, claim it immediately.
- Add your full name, address, phone number, and website to your profile.
- Include details like amenities and categorize your institution properly (e.g., university or private college).
- Upload high-quality photos and videos to show off your campus and surrounding area.
Video Source: Momentum
For example, Michigan State University’s GBP showcases everything from star ratings to engaging campus photos, making it easy for prospective students to connect with their brand.
By prioritizing local SEO through these strategies, you’ll improve your institution’s visibility and ensure potential students can find your campus quickly and easily.
Build a Higher Education SEO Strategy With JAS
With the tips on SEO for higher education we outlined above, you’ll be on a successful path to rank #1 on Google search pages where you can showcase your expertise, attract prospective students, and highlight your unique programs and services.
If implementing these tips yourself feels too complicated, you can always book a free consultation with us. At JAS, we specialize in helping institutions like yours succeed.
With 15+ years of experience and a proven track record, we provide tailored strategies to improve your rankings, attract more students, and drive long-term results.
Partner with us to take your SEO to the next level.