{"id":4249,"date":"2018-06-19T13:46:21","date_gmt":"2018-06-19T19:46:21","guid":{"rendered":"https:\/\/www.petersons.com\/blog\/?p=4249"},"modified":"2018-06-27T11:07:18","modified_gmt":"2018-06-27T17:07:18","slug":"seo-rankings-and-how-they-benefit-schools","status":"publish","type":"post","link":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/","title":{"rendered":"SEO Rankings and How They Benefit Schools"},"content":{"rendered":"<p style=\"font-style: inherit; font-weight: inherit;\">Colleges, universities, and prospective students love to look at rankings. US News &amp; World Report, The Princeton Review, and Forbes have what are probably the most popular school ranking lists. But there is another important ranking that schools should consider: their SEO Rankings.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">Prospective students turn to a variety of online, print, and human resources to build their school short lists, according to the 2011 Noel-Levitz E-Expectations Survey. Second after direct mail and brochures (but before email and college search websites), search engines proved very popular. Sixty-seven percent of the surveyed students used Google, Bing, and the like to come up with their lists of dream and safe schools. The top organic result for a search received 18% of all the clicks, and the first 4 results accounted for more than 40% of all the clicks. The exact term \u201cNursing Schools in NYC\u201d is searched 2900 times a month.\u00a0Eighteen percent of that is 522 visitors a month. That\u2019s not even counting all the variations on the keyword, variations we call \u201clong tail\u201d. If you are not on the first page then you don\u2019t exist.<\/p>\n<h2>So why are there still some Colleges and Universities that don\u2019t pay much attention to SEO?<strong><br \/>\n<\/strong><\/h2>\n<ul style=\"font-style: inherit; font-weight: inherit;\">\n<li style=\"font-style: inherit; font-weight: inherit;\"><b><strong style=\"font-style: inherit;\">Marketing Savvy\u00a0<\/strong><\/b>&#8211; Many <a href=\"\/graduate-schools.aspx\">universities<\/a>, especially the not for profit and large universities, use brand power to attract prospective students. They tend to leave marketing to the for-profit universities who are more savvy. And this is one of the reasons for the huge growth of the sector.<\/li>\n<li style=\"font-style: inherit; font-weight: inherit;\"><b><strong style=\"font-style: inherit;\">Competitors\u00a0<\/strong><\/b>&#8211; If they don\u2019t see their competition doing it, then\u00a0many schools aren\u2019t interested in doing it. One of the best ways to demonstrate the importance of search engine rankings is to\u00a0show universities\u00a0how their competitors are taking advantage of SEO.<\/li>\n<li style=\"font-style: inherit; font-weight: inherit;\"><b><strong style=\"font-style: inherit;\">Old School Thinking\u00a0<\/strong><\/b>&#8211; Many colleges simply think that they don\u2019t need to advertise, that the prospective students will find them. Or they are overly reliant on techniques such as mailing brochures. In the time it takes a prospective student to recieve a brochure, he or she\u00a0might have seen dozens of ads for other schools online.\u00a0A school that doesn&#8217;t\u00a0put enough effort into\u00a0search engine rankings\u00a0might be outside the running before the race begins.<\/li>\n<li style=\"font-style: inherit; font-weight: inherit;\"><b><strong style=\"font-style: inherit;\">IT Department Overload\u00a0<\/strong><\/b>&#8211; The job\u00a0of managing the websites and SEO usually falls to the IT department at a school,\u00a0and the members of those departments\u00a0are usually overloaded with other tasks.<\/li>\n<\/ul>\n<h2>What to do when optimizing content for searches<\/h2>\n<p style=\"font-style: inherit; font-weight: inherit;\"><b><strong style=\"font-style: inherit;\">1) Include Target Keywords<\/strong><\/b><\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">This is SEO 101 but this is probably the area where most university sites are lacking. Take a few minutes and do some research into what exactly users are searching for. The\u00a0Google AD Planneris a good place to start.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">Including target keywords in content creates relevancy. The more relevant the content is to a searcher&#8217;s query, the more likely it is to rank higher and get found.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">Be sure to include variations of keywords where possible.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">Make sure to lead with the high volume target keywords, as this helps the search engines to learn immediately what the page is about. It also helps to hold the readers&#8217; attention if they see the keywords they searched for front and center on the page.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\"><b><strong style=\"font-style: inherit;\">2) Use headlines and sub headings to break up long and boring program descriptions<\/strong><\/b><\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">Make sure to frequently mention targeted keywords and their variations without being spammy. The text should still read and flow naturally to users.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">How frequently should you use your keywords, you ask? Good question. There&#8217;s really no magical one-size-fits-all ratio. The key is to use your keywords\u00a0as much as possible without making the text sound artificial.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\"><b><strong style=\"font-style: inherit;\">3) Link Building<\/strong><\/b><\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">Link building is the backbone of SEO, and without page building links, a page simply won\u2019t rank. Everyone wishes that Google and Bing\u00a0could come up with some other way to find and show the proper content to users, but until then, links rule.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">Because of the trust, goodwill, research, sports, and\u00a0community relations that most universities have, it is relatively easy to build links.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">Where can\u00a0schools get links? Opportunities include other colleges; partner schools if part of a larger system; press around research studies; scholarships; sports; community service; and fraternities and sororities. Universities can promote their professors who are authorities on their particular subjects; in particular, universities can promote the list to news channels. Those faculty members\u00a0can get quotes as experts and the schools will get links &#8212; a win win for all!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Colleges, universities, and prospective students love to look at rankings. US News &amp; World Report, The Princeton Review, and Forbes have what are probably the most popular school ranking lists. But there is another important ranking that schools should consider: their SEO Rankings. Prospective students turn to a variety of online, print, and human resources<\/p>\n","protected":false},"author":9,"featured_media":5672,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[3],"tags":[827],"class_list":{"0":"post-4249","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-colleges","8":"tag-seo-ranking"},"better_featured_image":{"id":5672,"alt_text":"","caption":"","description":"","media_type":"image","media_details":{"width":1365,"height":2048,"file":"s3:\/\/pcom-wp-media\/blog\/wp-content\/uploads\/2018\/06\/10124512\/fancycrave-329196-unsplash.jpg","sizes":{},"image_meta":{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0","keywords":[]}},"post":4249,"source_url":"https:\/\/wp-media.petersons.com\/blog\/wp-content\/uploads\/2018\/06\/10124512\/fancycrave-329196-unsplash.jpg"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SEO Rankings and How They Benefit Schools - Peterson&#039;s<\/title>\n<meta name=\"description\" content=\"Colleges, universities, &amp; students love to look at rankings. But there is another important ranking that schools should consider: their SEO Ranking.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SEO Rankings and How They Benefit Schools - Peterson&#039;s\" \/>\n<meta property=\"og:description\" content=\"Colleges, universities, &amp; students love to look at rankings. But there is another important ranking that schools should consider: their SEO Ranking.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/\" \/>\n<meta property=\"og:site_name\" content=\"Peterson&#039;s\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/petersons\" \/>\n<meta property=\"article:published_time\" content=\"2018-06-19T19:46:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-06-27T17:07:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wp-media.petersons.com\/blog\/wp-content\/uploads\/2018\/06\/10124512\/fancycrave-329196-unsplash.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1365\" \/>\n\t<meta property=\"og:image:height\" content=\"2048\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lauryn\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Petersons\" \/>\n<meta name=\"twitter:site\" content=\"@Petersons\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lauryn\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"SEO Rankings and How They Benefit Schools - Peterson&#039;s","description":"Colleges, universities, & students love to look at rankings. But there is another important ranking that schools should consider: their SEO Ranking.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/","og_locale":"en_US","og_type":"article","og_title":"SEO Rankings and How They Benefit Schools - Peterson&#039;s","og_description":"Colleges, universities, & students love to look at rankings. But there is another important ranking that schools should consider: their SEO Ranking.","og_url":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/","og_site_name":"Peterson&#039;s","article_publisher":"https:\/\/www.facebook.com\/petersons","article_published_time":"2018-06-19T19:46:21+00:00","article_modified_time":"2018-06-27T17:07:18+00:00","og_image":[{"width":1365,"height":2048,"url":"https:\/\/wp-media.petersons.com\/blog\/wp-content\/uploads\/2018\/06\/10124512\/fancycrave-329196-unsplash.jpg","type":"image\/jpeg"}],"author":"Lauryn","twitter_card":"summary_large_image","twitter_creator":"@Petersons","twitter_site":"@Petersons","twitter_misc":{"Written by":"Lauryn","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/#article","isPartOf":{"@id":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/"},"author":{"name":"Lauryn","@id":"https:\/\/www.petersons.com\/blog\/#\/schema\/person\/7f48716e6c31d59a94f805d7485cef03"},"headline":"SEO Rankings and How They Benefit Schools","datePublished":"2018-06-19T19:46:21+00:00","dateModified":"2018-06-27T17:07:18+00:00","mainEntityOfPage":{"@id":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/"},"wordCount":750,"image":{"@id":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/#primaryimage"},"thumbnailUrl":"https:\/\/wp-media.petersons.com\/blog\/wp-content\/uploads\/2018\/06\/10124512\/fancycrave-329196-unsplash.jpg","keywords":["SEO ranking"],"articleSection":["Colleges"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/","url":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/","name":"SEO Rankings and How They Benefit Schools - Peterson&#039;s","isPartOf":{"@id":"https:\/\/www.petersons.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/#primaryimage"},"image":{"@id":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/#primaryimage"},"thumbnailUrl":"https:\/\/wp-media.petersons.com\/blog\/wp-content\/uploads\/2018\/06\/10124512\/fancycrave-329196-unsplash.jpg","datePublished":"2018-06-19T19:46:21+00:00","dateModified":"2018-06-27T17:07:18+00:00","author":{"@id":"https:\/\/www.petersons.com\/blog\/#\/schema\/person\/7f48716e6c31d59a94f805d7485cef03"},"description":"Colleges, universities, & students love to look at rankings. But there is another important ranking that schools should consider: their SEO Ranking.","breadcrumb":{"@id":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/#primaryimage","url":"https:\/\/wp-media.petersons.com\/blog\/wp-content\/uploads\/2018\/06\/10124512\/fancycrave-329196-unsplash.jpg","contentUrl":"https:\/\/wp-media.petersons.com\/blog\/wp-content\/uploads\/2018\/06\/10124512\/fancycrave-329196-unsplash.jpg","width":1365,"height":2048},{"@type":"BreadcrumbList","@id":"https:\/\/www.petersons.com\/blog\/seo-rankings-and-how-they-benefit-schools\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Blog","item":"https:\/\/www.petersons.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Colleges","item":"https:\/\/www.petersons.com\/blog\/category\/colleges\/"},{"@type":"ListItem","position":3,"name":"SEO Rankings and How They Benefit Schools"}]},{"@type":"WebSite","@id":"https:\/\/www.petersons.com\/blog\/#website","url":"https:\/\/www.petersons.com\/blog\/","name":"Peterson&#039;s","description":"Peterson&#039;s helps students discover their best fit educational program","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.petersons.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.petersons.com\/blog\/#\/schema\/person\/7f48716e6c31d59a94f805d7485cef03","name":"Lauryn","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/076abf6cdd870584b1a7ceba383013b8cc20813354c6b6b72e61b3043b50a69c?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/076abf6cdd870584b1a7ceba383013b8cc20813354c6b6b72e61b3043b50a69c?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/076abf6cdd870584b1a7ceba383013b8cc20813354c6b6b72e61b3043b50a69c?s=96&d=mm&r=g","caption":"Lauryn"},"url":"https:\/\/www.petersons.com\/blog\/author\/lauryn\/"}]}},"_links":{"self":[{"href":"https:\/\/www.petersons.com\/blog\/wp-json\/wp\/v2\/posts\/4249","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.petersons.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.petersons.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.petersons.com\/blog\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.petersons.com\/blog\/wp-json\/wp\/v2\/comments?post=4249"}],"version-history":[{"count":0,"href":"https:\/\/www.petersons.com\/blog\/wp-json\/wp\/v2\/posts\/4249\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.petersons.com\/blog\/wp-json\/wp\/v2\/media\/5672"}],"wp:attachment":[{"href":"https:\/\/www.petersons.com\/blog\/wp-json\/wp\/v2\/media?parent=4249"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.petersons.com\/blog\/wp-json\/wp\/v2\/categories?post=4249"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.petersons.com\/blog\/wp-json\/wp\/v2\/tags?post=4249"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}