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Why organic positioning is most important for your institution

Gustavo Goncalves
Gustavo Goncalves

Dec 15, 2023

Organic positioning for your educational institution is an essential aspect nowadays. Any institution that is looking for ways to improve the positioning of its website on Google should invest in actions that optimize the SEO of its pages.

Having a well-positioned website leads more people to your page, therefore, it gives you greater visibility compared to the competition and increases the probability of attracting new students.

But, before knowing how to increase organic website traffic, do you know what it is? Organic traffic is the visitors that naturally enter your website, who found you in the results of their searches on engines like Google, for example.

In fact, SEO, in its acronym stands for “Search Engine Optimization”, or which is the same as saying “search engine optimization”. SEO initiatives seek to improve the positions of pages that appear as organic results, that is, those that are not paid for, such asGoogle AdWords ads.

Within SEO, we find two levels, on-site SEO and off-site SEO. The first concerns the optimization of the website itself. It places more weight on the relevance of the page and takes into account issues such as keywords, HTML code optimization, user experience and time spent on the page, load time, text quality, etc.

On the other hand, off-site SEO focuses on external factors that are related to your Higher Education Institution's page. Both are fundamental when looking for alternatives on how to increase the website's organic traffic.

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The importance of web positioning for a college

How many times do you move to the second page of results on Google? Typically, users only check the results and websites that appear on the first page. Additionally, 63% of all clicks are earned by sites in the first to third positions.

We could say that this is the main reason to improve the organic positioning of your educational institution, otherwise your page will appear in lower positions and, therefore, will be seen by fewer people.

Greater visibility in search engines

Thanks to SEO positioning, a page (and the college itself) can gain more visibility and reach more potential students.

When an internet user searches for something related to the keywords you use on your website, Google will show the most relevant results first. For this reason, it is important to select the best ones and use them in titles, URLs, descriptions, goals and, of course, content.

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More visits to your web page

By having greater visibility and appearing in the top positions of Google, the website also receives more visits. Better organic positioning for your educational institution is directly linked to the visibility of your page.

As we mentioned, more than 60% of clicks made are made on results that appear in the first three positions. If, thanks to good SEO, more prospective students enter your higher education institution's page, it is very possible that there will also be more people enrolled in your entrance exam. About this:

Increase registrations for your entrance exam

Whatever the end goal, the truth is that by increasing visibility and traffic, conversions also increase.

But not everything is so easy when it comes to finding ways to increase your website's organic traffic. For users to remain on the page long enough to carry out an action (sign up for the entrance exam, provide their details to download some material, etc.) it is important that the page is attractive and functional.

In short, a good website positioning our web can have greater visibility on Google, increasing the number of visits, and increasing site conversions.

organic positioning

How to improve a page’s SEO positioning

Now you know the benefits of SEO positioning to improve a website’s Google position. But, how to improve the SEO of your educational institution's page?

Here are some tips for achieving these goals. Although Google takes into account more than 200 factors when positioning, some of them must necessarily be met, check out:

Know your audience

This has to be one of the first and most important steps to take. You have to know who your target audience is, know how they search and what terms are used in searches. To find out how they search, Google search tools or solutions from other companies can be used.

This way, you will know if you are using the terms that users themselves enter into search engines when they want to find some particular information. For example, are there more searches for “faculty of administration” or “university of administration”, or other variables? Well, a quick analysis of the tool KWfinder shows the following results today:

faculty of administration: 12,100 monthly searches

university of administration: 50 monthly searches

administration course: 3,500 monthly searches

administrator of companies: 6,500 searches

With this, it is clear that it is better to invest in keywords like faculty of administration, administration course It is business Administration and don't bet too much on university of administration, since the latter records almost no searches.

Plan a content strategy and create a blog

Content is a fundamental point in the SEO positioning of a website. Before creating a content strategy, you must establish what the objectives are. In other words, if you want the content to serve to give more visibility to the institution, provide more subscribers, generate more leads, etc. 

The best thing is to create an editorial calendar that addresses the most important keywords, as mentioned above, and topics that are of interest to the institution's target audience. For this, there is nothing better than creating a blog and publishing material frequently.

Other benefits of having a blog is that we generate internal links. They are advantageous for people to spend more time on the page, browsing your posts. And if your content is really good, you will earn links from third parties or even notice that people share what you have to say.


Being well positioned in search engines is like becoming a reference for a certain audience. Do you know when someone asks a question and someone else suggests a solution? Positioning is Google making this indication.

Therefore, your efforts must be oriented towards this solution. Someone users trust, who represents a reference. To do this, in addition to the techniques and initiatives we discuss in this article, you can also check out our e-bookHow to place your educational institution at the top of search results with SEO.

Thank you for reading, we hope we helped you find the answer on how to increase organic traffic on your educational institution's website, and see you in the next post!

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