Being relevant and having good content to offer its students and candidates is the desire of every educational institution. This is because, when a student searches for information on the internet, they want their expectations to be met.
In fact, the student research process is quite simple: look for a place that is trustworthy and that answers all your doubts. And this is precisely where all the work to be developed in content marketing.
Creating relevant, well-structured and coherent content is just part of the job. SEO professional. Furthermore, you need to understand how Google reads the information and content you create and make available to your readers. This is all part of the work of inbound marketing that universities must develop, aiming for greater growth in student recruitment It is lead generation
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Google works with algorithms that have their mechanics constantly updated, in order to offer the user an ideal answer to their search. Every time you publish something on your website, Google will read your content, at a semantic level, with the aim of classifying it as relevant or not. The relevance and authority that your content achieves with Google will define its placement, as a response to users' searches.
In March 2024, Google implemented one of the most impactful updates to its core algorithm, aimed at improving the quality of search results. The change resulted in an estimated 45% reduction in the presence of unoriginal or unhelpful content, thanks to major improvements to its core ranking systems.
Part of this update involved integrating the Useful Content system directly into the core algorithm, permanently prioritizing content created for people, not search engines.
Google also strengthened its guidelines against manipulative practices, such as the use of expired domains to artificially rank and the mass production of content without added value.
These changes signal a clear move by the platform towards promoting authentic, original, and truly useful content for users.
It is important to understand that Google, as a search engine, does not read information like humans. However, through its algorithms, it creates indices, signals and references that relate as closely as possible to what we understand as relevant.
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No! Algorithms change constantly. As previously mentioned, Google is always looking to optimize for the end user. These algorithm changes happen up to more than 3000 times a year! This is really incredible. ButHow to survive Google's algorithm changes? Neil Patel, known as the Marketing Guru, on his blog, separated some tips for How to survive these changes.
Caption: Relevance on Google requires more than presence: it requires digital strategy and performance.
In short, understanding the user's needs and offering a solution to a problem through content is the best option. Answering a question, informing clearly and educating are the best ways to be relevant to Google and your readers. Framing these solutions within the dynamics of algorithms is the role of the SEO professional. It is with this in mind that you must adjust your content production to the stages of your sales funnel.
Given these changes, it becomes even more essential to create content that truly delivers value to the user. Google, in its official communication about algorithm updates, advises creators to reflect on specific questions, such as: “Does the content provide original information, reporting, research, or analysis?” and “Does it provide a substantial, complete, or comprehensive description of the topic?”.
Following this user-centric approach not only improves the visitor experience, but also aligns content production with the quality guidelines considered by Google in its core updates.
When it comes to attracting students, everything becomes easier when you know the lead behavior and your journey. Once you can understand which paths the interested party takes to actually arrive at your institution, you need to take the next step: building a relationship. The best way to do this is through the application of good SEO practices in your content and inbound marketing.
Analyzing the needs of your leads and generating relevant/quality content should always come first. Through this, you increase engagement, lead generation and, consequently, student acquisition.
Carrying out the opposite process, that is, thinking about registrations before the needs of leads is quite tempting, but it can create a headache in your relationship with Google. You will not be less commercial if you think about the end user first, quite the contrary, acting/applying strategies with your reader in mind is demonstrating a real understanding of what should and should not be done to attract more enrollments.
In addition to SEO and content marketing practices, it is essential to incorporate the principles of E-E-A-T, an acronym for Experience, Expertise, Authority, and Trustworthiness, into digital strategies.
As described in the updated guidelines for Google quality raters, the addition of the “E” for Experience reinforces the importance of content being produced by people with direct experience in the topic being discussed.
For educational institutions, this means valuing the qualifications of authors, demonstrating authority on the subject matter, and ensuring the reliability of the information shared with the public.
From the moment you understand the relationship between SEO and student acquisition, your digital marketing strategy will be much more objective and streamlined. All of this, aligned with the institutional culture built on publishing your content, will define what your relationship with Google and its algorithms will be like.
SEO is expected to continue to evolve with a focus on user experience. Trends such as optimizing for voice searches, using structured data, and integrating artificial intelligence into content strategies will gain even more prominence.
Staying up to date and adapting to these changes will be essential to ensure the visibility and effectiveness of digital marketing actions.
Summary: SEO is essential for educational institutions to attract students strategically. With algorithms increasingly focused on user experience, it’s crucial to produce relevant, original, and trustworthy content. Applying inbound marketing techniques and following E-E-A-T guidelines ensures better visibility, authority, and stronger results in lead generation and student enrollment.
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Google prioritizes helpful, original content created for people. After its March 2024 update, the algorithm penalizes repetitive or purely SEO-driven content. Being useful, answering real questions, and delivering value are what matter most.
Yes, very frequently! Google updates its algorithms thousands of times per year. The best approach is to focus on user experience by consistently creating content that solves problems, educates, and follows SEO best practices.
Well-structured SEO attracts qualified leads who are actively searching for what your institution offers. Ranking well builds authority, educates your audience, and makes conversion—from discovery to enrollment—much easier.
Prioritizing content that meets the student’s needs is the most strategic move. Answering their questions builds engagement and trust. When you deliver value, enrollment becomes a natural outcome of that relationship.
E-E-A-T stands for Experience, Expertise, Authority, and Trustworthiness. For schools, this means showcasing qualified authors, sharing accurate and useful information, and demonstrating thought leadership in your educational field.
Yes. Voice search, structured data, and AI are reshaping SEO. To keep up, focus on user-first content, update your articles regularly, and follow Google’s official guidelines to ensure visibility and performance.