Think back to just a few years ago — was SEO a blip in your school’s radar? Had it earned a place in your marketing plan?
Now, consider where we are today, it’s a topic that virtually every school marketer is thinking about — just check out posts here, here, and here to get a sense of the ever growing collection of private school SEO articles.
But here’s the rub, figuring out where to start can be daunting (if not paralyzing) — it can leave even the most seasoned marketer wondering how to build and implement an SEO plan.
But it doesn’t have to be that way. There are core principles that, when understood, can shed considerable light on how your school may move forward.
With this in mind, Daren Worcester, WhippleHill’s Director of Consulting Services and the person in charge of overseeing our SEO practice, broke down the concepts in his webinar, What Every Private Schools Needs to Know About SEO.
He covered a lot of ground, but here are a handful of takeaways to consider:
- These days, SEO is as vital to the success of a Web site as a great design.
- SEO is not a mysterious activity for which schools should be intimidated. Yes, there are technical aspects to it, but the vast majority of SEO best practices fall within the capabilities of school communications personnel.
- SEO is inherent in many of the Web and even non-Web based communications already taking place at the school. Knowing the “where” and “how” are important steps to making smart SEO decisions.
- SEO is not a set-it-and-forget-it activity. Improving and maintaining search standings requires continual attention and adaptation.
- There’s no “one” path to SEO success. The best school strategies strike a balance between available time and resources and the various factors — content, inbound links, social, locality, brand recognition and site structure — influential to the school’s SEO footprint.
- As an industry SEO is still young and evolving rapidly. By not putting all of their SEO eggs in one basket, schools will be best prepared to adapt and grow as the industry changes.
If you missed his talk, make sure to check out the recording above and his slides below.
Also, don’t be shy about letting us know some of the challenges you’re dealing with when it comes to SEO. Leave us a comment. We’d love to hear from you.