SEO in Higher Education: An Often Overlooked Opportunity

In an effort to engage more fans on Facebook, reap more retweets and pin every pretty picture we see, are we in higher education ignoring the digital tactic with the greatest potential for all of us?

Meta descriptions, keyword analysis, and inbound links are not sexy phrases often uttered in higher education circles, but perhaps it’s time they should be.

It’s time we got serious about search engine optimization (SEO).

When students start researching an institution, they’re generally searching within three content areas — academic programs; cost and financial aid; and campus location and community, according to the 2012 E-Expectations Report.

In all three areas of content, more students said web search was a better way to learn about an institution than social media. It wasn’t even that close. The following represents the percentage of college-bound high school juniors and seniors who identified the best way to learn about:

  • Academic Programs: 52% web search vs. 38% social media;
  • Cost and Financial Aid: 17% web search vs. 10% social media; and,
  • Campus Location and Community: 45% web search vs. 35% social media.

Unfortunately, it appears we aren’t listening.

A recent report from the University of Massachusetts Dartmouth found that 100 percent of colleges and universities studied are using some form of social media — 98 percent ran Facebook pages, 84 operated Twitter accounts and 51 percent blogged.

The numbers investing in search engine optimization aren’t nearly as enthusiastic.

Only 42 percent of four-year privates, 34 percent of four-year publics, and 21 percent of two-year colleges are investing in an SEO process to improve search results, according to the 2012 E-Expectations Report.

Social media strategies should continue to play a role in our overall marketing mix, but perhaps our digital priorities could stand some examination. Proper SEO isn’t easy or cheap. But in an industry where digital dollars are scarce, it might make sense to spend more in those avenues students find more valuable when researching the products we provide.

photo credit: timlewisnm via flickr cc

Tags: , , , , ,

43 Responses to “SEO in Higher Education: An Often Overlooked Opportunity”

  1. Higher Education always seems to miss good opportunities – many people acquire useful skills when they enter the workplace, and not during their college degrees. Odd, isn’t it?

    June 18, 2013 at 9:01 pm
  2. I agrees with you, social media is used by college and university students and you can start from there.

    July 12, 2013 at 4:58 am
  3. Universities can also make SEO an additional subject so that students can be aware about it and they will take interest in it which can also help them to get a good job in the same field.

    July 19, 2013 at 6:46 am
  4. Hello, just wanted to say, I liked this post. It was practical.
    Keep on posting!

    July 20, 2013 at 10:23 am
  5. I’m really impressed with your writing skills as well as with
    the layout on your blog. Is this a paid theme or did you modify it yourself?
    Anyway keep up the excellent quality writing, it is
    rare to see a nice blog like this one nowadays.

    October 7, 2013 at 4:55 pm
  6. Industry Gossip : gucci Thought as A Must This morning soldes longchamps http://www.rep-search.com/

    November 12, 2013 at 4:02 am
  7. Hello his dad member! I would like to state that this particular article rocks !, fantastic composed and may include about most substantial infos. I would like to fellow further posts in this way .

    December 10, 2013 at 8:57 am
  8. That
    business is not tested and proven, and you know nothing about the creators unless it’s a well-known person in the business. s information and then
    they get sent to the funded proposal’s sales page. Build relationships with the people you meet online.

    March 10, 2014 at 11:09 pm
  9. Do you mind if I quote a few of your articles as long as I provide credit and sources back to your weblog? My blog site is in the exact same niche as yours and my visitors would truly benefit from some of the information you provide here. Please let me know if this okay with you. Appreciate it!

    March 30, 2014 at 6:20 pm
  10. Major Universities can also make SEO an additional subject so that students can be aware about it and they will take interest in it which can also help them to get a good job in the same field.

    August 9, 2014 at 5:20 am
  11. ?????????????????????????????????? ?????? ????????????????????????????????????,???????

    ????

    ??????????????????? ?? ????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????

    ????

    ?????????????????????????

    September 25, 2014 at 3:01 am
  12. ???????????????????????????????????????????????????????????? http://www.777125.com ???????????????????????10????????????5?????????????????100%???????????2.8%?????www.777125.com???????AM-HD7650?

    December 14, 2014 at 6:23 pm
  13. ???????????????????????????????????????????????????????????????“?????????????????9????500??????????????????????????????????????Pebble Time????????? ???: http://www.ffrfu.com/ 12 ????Pebble Time????????
    ????????????????????????????????? -???? ?????????????????????6?8??????????????????????????“??”??

    April 6, 2015 at 2:52 am
  14. I think Universities can also make SEO an additional subject so that students can be aware about it and they will take interest in it which can also help them to get a good job in the same field.

    May 8, 2015 at 5:25 am
  15. ] ; a car sh discount snapback sale ipping service, arizona cardinals hats you can trust on a car in Changsha Guolian logistics shipping company & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; you of Hunan Automobile shipping company have demand or car shipping prices have any questions,discount snapback sale, please contact our online custome

    June 5, 2015 at 4:07 am
  16. Be good with a fa http://www.buycenter58.com ke diplomaFlorence, Italy – to think of their s degrees enses as we are given the door to the world.Many years ago, a social psychologist darryl j. fake diploma,buy fake degree,fake transcript, buy degrees. Bem (Daryl Bem) j. we obtained through sensory cognitive described as “zero level bel

    June 5, 2015 at 7:17 pm
  17. 3, women make decisions faster than men. 6, men like assau discount snapback sale lt-style work, rest intervals, while women prefer to work with a Cheap Oakley Antix Sunglasses rhythm. The research team of 140 middle-aged men and women of the same experiment. They found that middle-aged women, the attractiveness of the opposite sex has been greatly r

    June 8, 2015 at 1:40 am
  18. (1) the Bvlgari Sunglasses establish Cheap Sale Chanel Bags Outlet ment of standards and maintained. Beverage shop operations need to establish a set of operating standards, there is no standard, employees own way. With standards, managers can work on their achievements or performance, or to make a valid assessment measure. (3) drink pricing. An

    June 8, 2015 at 1:42 am
  19. It’s really very complicated in this busy life to listen news on Television, therefore I only use internet for
    that reason, and obtain the hottest news.

    June 16, 2015 at 10:54 pm
  20. Possessing an internet business should Supra Sko be fun, so choosing a subject which you will help h Adidas sko elp make the entire business more suitable for you. I’ve got several small niches, including small dogs and work out and fitness. This is because emotion does not get involved. Investing is less about the “I de

    June 19, 2015 at 7:45 am
  21. ???? 90????????????????? Galaxy A8 ? ????????? ???90.00?? ????? ?????????????????????????????????????????????????????????????????????????????? …32?170?????????????? ????????? ???170.00????????????????????????????????????????????????????????????????????????????? …2?????-??????63.01?????????? ????????? ???63.01????

    June 21, 2015 at 9:26 am
  22. ??Event Logists: La billige vans sko ncit adidas sko herre recommends generating a complete layout and also choose location for this musicians; head table; guest tables; dance floor; dressing room for bride, groom and attendants; and station for hair and makeup.??Power: Check out getting extra generator.So, on the subject of what’s b

    June 23, 2015 at 7:26 am
  23. Defa Car and truck Some part Littleto auto wheel bearing n.,Limited bring about and so extract Audi air conditioning filter, 320i repair furnace filter, Buick furnace filter, Cheverolet furnace filter, Citroen air filter, Daewoo furnace filter, Chevy air conditioner filter, Ford air conditioner filter, Automobiles air

    June 26, 2015 at 10:38 am
  24. html??,m meinvbirenyao.jayss.com einvbirenyao.jayss.com???????????????? ?????? ?????? ???????? ????? ??? ??? ???? ??????

    June 27, 2015 at 12:50 am
  25. Manage the or Nike Basketball Sko ganization: preserve it’s health keep tabs on the numbers to make sure that a Asics Sko Billige procedure of change just isn’t going to distract inside the have got to keep manage the day-to-day business also,Nike Basketball Sko, if he doesn’t better, than before. Considering the stock exchange and inves

    June 29, 2015 at 4:02 am
  26. html????????????????????????????????????????,jingzhi.jayss.com????? jingzhi.jayss.com ?????????????????……

    June 29, 2015 at 9:24 am
  27. Barefoot Dawsy i http://www.ucpatientcaretechs.com/products/Kobe-Dream-Season-II-Shoes-White-Black-Yellow-KDSII04%3A-2012%7B47%7D2013-Kobe-Bryant-Shoes.html s a minimalist and barefoot runner from all the way down under. His goal with http://www.BeginningBarefoot.com is to help make the transition to being a healthy runner easier for novices. He has an especially good list of books that he has read and recommend. Check out his review of the SKO

    June 30, 2015 at 1:45 am
  28. ????????50???????? http://pan.baidu.com/s/1bnz1k31 ???: ???????.????????? ??????????????????????????????????????????39???21???????80???3??????Doc McStuffins?????????????????????????? ???????104??????????mp3_??????????????????????_mp3?????????????????????VCD????????????????????????????????????????????????????????????YOYO?????PDF????

    July 7, 2015 at 8:54 am
  29. html??????????? 2010????????????????????”??”?????????????????????????????”???”??????”??”????????????????????? ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????

    July 9, 2015 at 2:21 am
  30. html????? ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????

    July 13, 2015 at 12:42 am
  31. It failed to remove paint, grease or rust but it did clean the surface. The Orthlieb Pool is stuffed with sea water and covers 8. Read the brand new study for yourself.

    July 15, 2015 at 6:42 pm
  32. ????????????????? ????????? ??????????????????????????????? ???? ???????????T???????-???-???????????????????????????????????????5,400????????????????????????????????????????????????????????????????????????24?????????????????????????????????????????????????????????????]?12:00?14:00]?14:00?,?????????;16:00]?16:00?18:0

    July 28, 2015 at 10:22 pm
  33. ???????????????J ????????? avaScript??????????????????????JavaScr ?????? ipt??????????????????????????????????????????????????????????60??????????????????????????????????????????50??????????????120???????????????????????????????????????????????|??????|?????????|????????|?????????????|?????DEAL?|???????|??????|????????

    July 28, 2015 at 10:24 pm
  34. This treatment provides benefits on p zapatos christian louboutin precios ar with standard liposuction,zapatos zapatos converse hombre christian louboutin precios, community . is mostly suggested for smaller areas.Yoga also minimizes your bodily toxins,zapatos converse hombre, by helping the oxygen flow to the body over the breathing exercises. This can real

    August 1, 2015 at 7:13 am
  35. Pull marketing however will be determine where your prospects congregat new balance 999 mujer e, th zapatos deportivos nike en to bring about your data available in informative ways and ideally give to them incentives to get to you any time a need for the thing you maybe business contains.com?as one example,new balance 999 mujer, here you will be

    August 5, 2015 at 2:46 pm
  36. Members of Osama bin Laden’s Cheap sale Nike Free TR Fit 3 Atomic Purple/Grand Purple/Red Reef Women's Running Shoes UK Outlet family were killed in a small plane crash in southern England in which three passengers and the pilot died, the Saudi Embassy in London said.The Saudi ambassador to Britain, Prince Mohammed bin Nawaf Al Saud, offered his condolences via Twitter to the family of the late

    August 6, 2015 at 8:44 am
  37. Fortunately,Camisas Polo Mujer, you can avoid thi Camisas Polo Mujer s f botas de futbol nike 2015 rom happening by knowing what ingredients to prevent classification, and not an anti wrinkle cream. Ok,botas de futbol nike 2015, i will share to your needs beneath.1. AlcoholsAlcohol are likely to be deployed in most scrub your pores clean and swe

    August 7, 2015 at 12:31 pm
  38. Reign Season 1 dvd boxset sale cause that only occurs when you love House of Lies 4 something more than you love yourself. which is the other means of learning can not be achieved. the official broadcast television programs,Reign Season 1 dvd boxset sale, beautiful girl lies.”Why is the shelf Li Baona boyfriend Li Baona – Zheng Xiujing Mega En

    August 7, 2015 at 9:26 pm
  39. Great article. I’m pumped I found it. Cheers. This was exactly what I was looking for.

    August 18, 2015 at 8:25 am
  40. ?????????? ??? ?????? ????????-???? ???? ???? ??????????????? ???/???8?18??“????????????????????2015??????????????2015?????????”?????????????????????????????????????????????????????????????????????????????????&????????????????????????????????????????????1895????????????????????????????????????????????????????????

    August 21, 2015 at 9:47 am
  41. With search and rescue operations underway in multiple states and many Ray Ban Store Sunglasses communities facing massive re Ray Ban Uk Sunglasses construction efforts in the aftermath of hurricane Katrina,Ray Ban Store Sunglasses, state governments are relying significantly on aid from the National Guard. But with the occupations of Iraq and Af

    September 2, 2015 at 7:14 am

Trackbacks/Pingbacks

  1. Can Higher Education in SEO Help Make You a Better Strategist | SOUTHBAY INTERNET SOLUTIONS - April 30, 2015

    […] the importance of SEO has not dawned on people at the helm of affairs or at the decision-making level. Most businesses are slowly realizing the […]

  2. Can Higher Education in SEO Help Make You a Better Strategist | Pauls Internet Business - May 1, 2015

    […] the importance of SEO has not dawned on people at the helm of affairs or at the decision-making level. Most businesses are slowly realizing the […]

Leave a Reply