Once upon a time there was a person just like you, working for a school just like yours, trying to figure out ways to improve their school’s visibility on Google to boost leads and enrollment. Sound familiar?
In this post, we’re looking at tangible ways you can use local SEO for schools to boost visibility, leads and enrollment. And ultimately, be able to have a system in place that helps generate traffic and leads even while you sleep.
Class is in session!
Table of Contents
Understanding Local SEO
Local SEO is about using targeted strategies to ensure your school shows up in searches made by families in your area. When someone searches for “schools near me” or “[your city] best schools,” Google pulls information from sources like Google Maps and local business listings to display nearby schools.
To improve your visibility, you need to focus on:
- Google Business Profile: Ensure your profile is accurate and complete.
- Online Directories: List your school consistently across all directories.
- Online Reviews: Encourage satisfied families to leave reviews.
Consistent information about your school’s name, address, and phone number (NAP) across all platforms will help you rank higher in local search results.
Importance of Local SEO for Educational Institutions
Search traffic is responsible for about 50-60% of your school’s website visitors, with 80% of that traffic coming from Google. While some of that traffic comes from branded searches, such as “your school name + calendar,” you want to capture unbranded searches as well.
Terms like “best private schools near me” bring in new families who haven’t yet decided on a school.
Optimizing your site for these unbranded search terms will help your school rank higher in local packs and Google carousels, improving your visibility and drawing in a broader audience.
What is a Local Pack?
Wait a second… What’s a local pack?
A local pack in SEO refers to a group of three business listings that appear at the top of Google search results when users make location-based queries, like “best schools near me.”
The local pack will usually include the business name, address, phone number, reviews, and a location pin on Google Maps.
It is prominently displayed above the regular organic search results, making it a highly valuable position for local businesses, including schools, to gain visibility and attract local traffic.
Being featured in the local pack usually significantly increases click-through rates and traffic for your school.
Creating and Optimizing Your Google My Business Profile
With Google controlling about 88% of the search engine market, having a Google Business Profile is critical for your school’s local SEO.
When families search for schools in your area, they will often be shown results pulled directly from these profiles.
To get started:
- Sign in or create a Google Account for your school.
- Visit google.com/business and click ‘Manage Now’.
- Enter your school’s details like name, address, and website.
- Verify your listing by following Google’s instructions.
Once set up, regularly update your profile and ensure all details are accurate. This will help Google rank your school higher in local search results and make it easier for families to find and contact you.
Citation Management: Consistency is Key
In local SEO for schools, citations refer to mentions of your school’s name, address, and phone number (NAP) across various online platforms.
What you don’t want is a situation where outdated phone numbers or email addresses are misdirecting potential families.
What you do want for citation management is contact details that are cohesive, consolidated and consistent.
Citations help search engines confirm your school’s credibility and improve your local search rankings.
To manage citations:
- Ensure your NAP is consistent across directories, websites, and social media.
- List your school on reputable directories like education websites and local business directories.
- Keep track of citations and correct inaccuracies to maintain a strong online presence.
By managing citations effectively, your school will appear more credible to search engines and families alike.
Building Community Engagement Through Local SEO
The next thing you need to know is that Local SEO isn’t just about ranking higher on Google—it’s also about engaging with your community.
This is easier than it sounds and can include things like promoting events, community partnerships, and other local initiatives. These types of steps build a stronger connection with families.
And another key element of community engagement is online reviews.
Encourage families, students, and staff to leave positive reviews on platforms like Google Maps, GreatSchools, and Private School Review. These reviews not only boost your reputation but also influence your search engine rankings.
Automate review requests via your booking system or communication channels to consistently collect feedback, helping to build trust and credibility.
Making the Most of Social Media for Local SEO
A strong social media presence can significantly boost your school’s local SEO efforts. Social media platforms allow you to connect with students, families, and the local community, increasing engagement and credibility.
Here’s how to use social media effectively:
- Choose the right platforms: Focus on where your audience is, like Facebook, Instagram, and LinkedIn.
- Share relevant content: Regularly post blog updates, school news, and event announcements to keep your audience engaged.
- Encourage sharing: Motivate your followers to share your content, which can help generate backlinks and improve your SEO rankings.
By actively engaging with your community on social media, you enhance your school’s visibility and strengthen your online presence.
Tracking and Monitoring Local SEO Performance
To ensure your local SEO efforts are paying off, you need to regularly track and analyze key metrics. This helps you refine your strategy and see where improvements are needed.
Keyword Tracking
Monitor keywords like “schools near me” or “[your city] + school” to see if your optimizations are working. If local keyword tracking is unavailable, focus on n-grams (keyword phrases) with local intent, like “private schools near [location].”
Google Business Profile Actions
Track the actions users take on your Google Business Profile, such as:
- Visits to website: Shows how many users are clicking through to your site.
- Direction requests: Indicates where potential families are located.
- Phone calls and messaging: Provides insights into peak inquiry times.
Tracking these metrics allows you to adjust your strategy and focus on areas that drive the most traffic and inquiries.
Common Local SEO Mistakes Schools Should Avoid
Even with the best SEO strategy, schools can struggle with local traffic if certain common mistakes are made. Here are a few to avoid:
- Missing Directory Listings
Ensure your school is listed consistently across online directories. Missing or inconsistent listings hurt your visibility. - Unclaimed Google My Business Profile
If you don’t have a Google Business listing, your school might not show up in local searches. Make sure your profile is claimed and verified. - Unlocalized Website Content
Generic content doesn’t resonate with a local audience. Use location-specific keywords and content to attract the right families. - Duplicate Listings
Having multiple listings for different campuses or departments can dilute traffic. Consolidate your listings to avoid confusion. - Ignoring Negative Reviews
Responding to negative reviews professionally can improve your school’s reputation and show Google that your school is responsive to feedback. - Poor Mobile Optimization
With most local searches happening on mobile devices, it’s essential that your site is mobile-friendly. Ensure fast loading times and easy navigation.
By avoiding these mistakes, your school can improve its local SEO and attract more families from the community.
Final Word on Local SEO for Schools
There you have it, folks! In this article, we’ve outlined some actionable steps to help your school get its local SEO off to a great start and attract more students from your community.
If you’re ready to take your school’s online presence to the next level, reach out to SEO for Schools for expert guidance and support. Let us help you create a tailored SEO strategy that brings more visibility and success to your school.