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.
In addition to the factors mentioned, it is crucial to highlight that technical SEO and user experience (UX) have become even more decisive for positioning in search engines. Websites that offer intuitive navigation, fast loading and are optimized for mobile devices tend to achieve better positions in search results. Investing in efficient website architecture and practices that improve UX not only benefits SEO, but also improves visitor satisfaction and retention.
With the advancement of artificial intelligence technologies, there has been a need to adapt SEO strategies for generative search engines such as ChatGPT and Perplexity. This approach, known as Generative Engine Optimization (GEO), focuses on optimizing content to be recognized and cited by these AI platforms, which provide direct answers to users without necessarily directing them to specific websites. Adopting GEO practices can significantly increase your institution’s visibility in emerging digital environments.
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.
Outline of content:
Thank you for taking the time to read this post!
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.
Please check out these related articles:
- CRO, SEO and UX: learn about these optimization techniques;
- SEM x SEO: what is the best strategy for the college entrance exam?
- How to improve the organic positioning of your content.
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.
Caption: Illustration of people on podiums representing organic ranking in search results, with magnifying glass and web page in the background.
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.
While analyzing search volume is essential, it’s equally important to consider the intent behind keywords. Search engines prioritize content that accurately meets users’ needs. Therefore, understanding whether the user is looking for information, comparisons, or is ready to make a decision is essential to creating content that truly converts.
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.
In addition to informative content, it is strategic to develop materials aimed at the consideration and decision stages of the sales funnel, such as course comparisons, testimonials from former students and detailed information about selection processes. This content directly meets the needs of potential students who are already closer to making a decision, increasing the chances of conversion.
Conclusion
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.
In today’s scenario, SEO does not operate in isolation, but is deeply integrated with other marketing disciplines, such as branding, content and social media. A holistic approach that considers all of these areas is essential to building a solid and effective digital presence. Collaborating with different teams and aligning strategies can enhance results and ensure consistent communication across all channels.
Summary: Improving organic traffic to your educational institution's website requires well-structured SEO strategies, focusing on relevant content, assertive keywords, user experience, technical SEO, and responsive architecture. Investing in a blog, understanding audience behavior, and optimizing pages for search engines and generative engines like ChatGPT increases visibility, attracts more qualified visitors, and increases enrollment in college entrance exams.
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!
How to Improve Organic Traffic with SEO for Educational Institutions
What is organic traffic and why is it important for colleges?
Organic traffic is the set of visits that reach the website through unpaid results on search engines like Google. It is important because it attracts qualified visitors, increases the visibility of the institution and can generate more enrollments without relying on ads.
How does SEO help increase organic traffic for an educational institution?
SEO improves the position of the website in search results, using strategies such as choosing the right keywords, creating relevant content, technical optimization and focusing on user experience. The better the ranking, the greater the volume of qualified visits to the website.
What is the difference between on-site and off-site SEO?
On-site SEO deals with the internal optimization of the website, such as the use of keywords, content structure, loading time and usability. Off-site SEO involves external factors, such as backlinks and domain authority, which help to strengthen the reputation of the page.
What is Generative Engine Optimization (GEO)?
GEO is the adaptation of SEO to tools based on artificial intelligence, such as ChatGPT and Perplexity. The goal is to ensure that the institution's content is cited by these generative engines, expanding its digital presence in emerging search environments.
Why is it important to use keywords with high search volume?
Because keywords with high search volume indicate what users are really looking for. Using them increases the chances of your page appearing among the first results, attracting more relevant traffic to the institution's website.
Does having a blog still make a difference in a college's SEO?
Yes. A blog allows you to address various topics of interest to college entrance exam candidates, attract visitors through different searches and generate internal links. This contributes to longer permanence on the site and improves the ranking of pages in search engines.
How does SEO influence college entrance exam applications?
By increasing visibility and qualified traffic to the website, SEO also increases the number of interested students who access institutional content and registration pages, which can result in more conversions for the entrance exam.
What content is most effective for generating traffic and conversion?
In addition to informative posts, content focused on funnel stages such as course comparisons, testimonials from former students and selection process guides help convert visitors into applicants, as they answer more specific questions from those who are about to make a decision.
Portugal