Unveiling the Potential of Google Keyword Planner for School Marketing

Effective school marketing requires a comprehensive understanding of online tools and strategies in today's digital age. Among the plethora of tools available, Google Keyword Planner stands out as a powerful instrument to elevate your school's online presence. This blog post aims to guide you through the process of utilizing Google Keyword Planner for school marketing success.

Understanding the Power of Google Keyword Planner

Google Keyword Planner is an invaluable tool designed to assist advertisers and marketers in creating and refining their Google Ads campaigns. It offers insights into keyword trends, search volume, and competition, enabling users to make informed decisions about which keywords to target. While it is primarily intended for advertisers, its utility extends to various marketing strategies, including promoting educational institutions. 

Step 1: Accessing Google Keyword Planner

  • Google Ads Account: To access Google Keyword Planner, you need a Google Ads account. If you don't have one already, you can easily create an account by visiting the Google Ads website and following the registration process.
  • Navigating to Keyword Planner: Once you're logged into your Google Ads account, locate the “Tools & Settings” option in the top menu. Under this menu, you'll find the “Keyword Planner” tool.

Step 2: Keyword Research

  • Seed Keywords: Begin by entering a list of relevant seed keywords that are closely related to your school and the programs you offer. For example, if your school specializes in STEM education, relevant seed keywords could be “STEM programs,” “science education,” and “technology courses.”
  • Keyword Ideas: The Google Keyword Planner will produce a roster of keyword suggestions using your initial seed keywords. Browse through these suggestions to identify keywords that align with your school's offerings and objectives.
  • Search Volume and Competition: Pay attention to the search volume and competition metrics provided by Google Keyword Planner. This information helps you gauge the popularity of specific keywords and the level of competition you might face.

Step 3: Refining Your Keyword List

  • Relevance: Choose keywords that are directly relevant to your school's programs, values, and offerings. Avoid targeting overly generic keywords that might attract irrelevant traffic.
  • Long-Tail Keywords: Long-tail keywords consist of longer and more precise phrases. They may have lower search volumes but tend to attract more qualified leads. For instance, instead of targeting “math courses,” consider “best online calculus courses.”
  • Balancing Competition: While it's tempting to target high-competition keywords, also focus on keywords with moderate or low competition. This enhances the likelihood of achieving a higher ranking in search engine results.

Step 4: Planning Your Content

  • Content Creation: Now that you have a refined list of keywords, it's time to create valuable and engaging content around them. Develop blog posts, articles, landing pages, and other materials that naturally incorporate your chosen keywords.
  • Keyword Density: Maintain a keyword density of around 1-2% in your content. This means that for every 100 words, your target keyword should appear 1 to 2 times. Focus on producing high-quality, reader-friendly content that seamlessly integrates keywords.

Step 5: Monitoring and Optimization

  • Regular Analysis: Set aside time to regularly analyze the performance of your targeted keywords. Google Keyword Planner provides insights into the performance of specific keywords over time.
  • Adapt and Evolve: Based on your analysis, be prepared to adapt your keyword strategy. If certain keywords are performing exceptionally well, consider creating more content around them. Conversely, if some keywords show low engagement, you might want to reevaluate their relevance.

Final Thoughts

Incorporating Google Keyword Planner into your school marketing strategy can yield remarkable results. By conducting thorough keyword research, refining your keyword list, creating valuable content, and consistently monitoring your performance, you can enhance your school's visibility and attract the right audience.

Remember, effective school marketing is not just about reaching a wide audience; it's about connecting with individuals genuinely interested in your educational offerings. So, harness the power of Google Keyword Planner and watch your school's online presence flourish.

About the author 

Brendan Schneider

Hey, I’m Brendan, and this is my blog. After 28 years working in private, independent schools in mostly admissions, enrollment, marketing, communications, and fundraising roles, I decided to make SchneiderB Media my full-time job, where I help schools get more inquiries through my Fractional Digital Marketer program. I also started the MarCom Society, a membership created expressly to help, support, and train marketing and communications professionals at schools.

Content Marketing

What is a Content Strategy?

Content Marketing

How to Create a Content Strategy for School Marketing

Content Marketing

How to Write a School Promotional Script for Your School Marketing Videos

Subscribe to the School Marketing Insider

The School Marketing Insider is a weekly newsletter that delivers curated resources to stimulate curiosity, inspire collaboration, and accelerate innovation to drive school marketing professionals ahead of the curve.