The Enrollment Process and SEO

The Enrollment Process and SEO

“You never get a second chance to make a first impression.”

~Will Rogers

First impressions are everything.

Admission Teams know this well, as do the prospective students entering their offices this fall.

An in-person interaction presents an opportunity for the admissions director to look beyond the academic, athletic and extracurricular achievements described in the student’s application. Most importantly, the prospective student can decide if the school is a good fit, or if it is not.

Having the knowledge of the Enrollment Process means that one is already familiar, knowingly, or unknowingly, with Search Engine Optimization (SEO). This analogy will explain why:

Enrollment & SEO Analogy

 

ON-PAGE SEO ~ REVIEWING A STUDENT APPLICATION

Structuring a school website must follow a keyword-consistent messaging strategy, highlighting unique programs, and communicating values effectively.

What are Keywords?

Keywords, or “buzz words,” are phrases and single-words that define a school. I find Mission Statements to be the most keyword-heavy descriptions found on school websites.

LANDING-PAGE EXPERIENCE ~ KNOWING IF THE CANDIDATE IS THE RIGHT FIT FOR THE SCHOOL

A school website has one chance, and one chance only, to appeal to its viewer. When the visitor lands on a school’s homepage, they have two options: click-through, or click out.

OFF-PAGE SEO ~ WHAT ARE THE PEOPLE WHO TRULY KNOW THE CANDIDATE SAYING?

The final step in researching a school is evaluating its social media channels. Active social media channels for alumni, the Head of School, and Admission Team tells Google, and interested families if a school’s website is relevant, up to date, and is spoken highly of.

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