Insights from the Higher Ed Experts

BY Anthony Campisi | February 21st, 2020

Writing keyword rich content that increases search results — and sounds great too

Writing keyword rich content that increases search results - and sounds great tooConstant updates to Google’s search algorithm are being made. But it doesn’t do you any good to obsess over them – just know that the goal is to improve the user experience, not stress you out. If your school is working with a skilled digital agency, you can rely on them to optimize your campaigns and content. If you are looking to DIY, the simplest way you can take advantage of all of what Google and other search platforms have to offer is to set your website up for success with keyword-rich content.

When keywords are done right, you can boost the quantity and quality of organic (non-paid) traffic to your site:

  • Your position on the first search page (top 5) will get 70% more clicks than the second page.
  • 51% of traffic to most sites comes from organic search.

Why does keyword-rich content matter?

It sounds simple, but the more keywords you have on your site that correspond to what people are searching for, and that you’re relevant for, the more traffic you will receive. Although a cornerstone to any good digital strategy is paid search, there’s no way to know exactly how much your competitor schools are spending. The best way to boost your search volume organically is to update your site with the words that matter most.

How do I find out what the best keywords are?

When it comes down to it, you know your prospective students the best. Think like they think, interview current students, scour your competitors’ sites, do countless google searches and use related searches to brainstorm. Think like a student considering a degree:

  • Is an MBA worth it?
  • EMBA in California
  • Executive MBA ROI
  • Is an online degree right for me?
  • When is the best time for an MBA?
  • How much does an MBA cost?
  • Global EMBA program

Although you may have highly attractive program benefits you want people to know about, these may not always translate to popular search terms. This doesn’t mean that you wouldn’t want to include features like “Canadian immersion” or “Doing business in Asia” on your site – it just means that you will benefit more from the real questions students are asking. Keep in mind that although you’ll want plenty of broad words like your degree name, it is unlikely that you will rank for them so finding your niche and including 3 word phrases will help.

Tips on finding relevant keywords:

  • You can use tools like SEMRush and Google Keyword Planner to find out what people are searching for.
  • You can hire an agency to do an audit and make recommendations for you.
  • Know that keywords are not always just words – they can be phrases or questions too.

How do I write keyword-rich content?

As a general rule of thumb, Google looks for keywords in your opening and closing paragraphs and no more than 5 times per page. This goes for blogs as well. But weaving them in can be difficult – be careful not to just write sentences that stack word after word. Here are some tips:

  • Start with your homepage – this is the most visited site on your page and you want the most important keywords to appear here. This is a great place to include phrases and questions.
  • Write your content first, thinking more about your message and prospective student’s mindset than keywords.
  • Once you’re happy with your message, go back in and identify places where you can insert keywords that make sense and don’t distract.

As you are looking for ways to increase traffic to your site using SEO, take a look at your keyword strategy. GPRS can give you access to successful methods and copywriting tips to make your site stand out to search engines.