How To Use Local SEO Strategy For Higher Education Marketing

Choosing a college or university is a significant decision, influenced by factors like location, community ties and local reputation. When it comes to higher education marketing, ignoring the power of local SEO leaves potential enrollees on the table. You might have the best programs and faculty, but if local prospective students can't easily find you online, you're missing out. Discover actionable local SEO strategies that boost visibility, attract local students and strengthen community engagement.

Claim and Optimize Your Google Business Profile

Think of your Google Business Profile (GBP) as your institution's digital storefront. It's often the first impression for local searches like "universities near me" or "engineering programs in [your city]."

• Claim and Verify: Ensure you've claimed your GBP listing and gone through the verification process.
• Complete Every Section: Provide accurate and detailed information, including your institution's name, address, phone number, website, hours of operation (if applicable for admissions or other offices) and categories.
• High-Quality Visuals: Upload engaging photos and videos showcasing your campus, facilities, student life and events.
• Regular Updates: Keep your profile active by posting announcements, events, news and answering questions promptly.
• Encourage and Respond to Reviews: Positive reviews build trust and credibility. Encourage satisfied students, alumni and parents to leave reviews and always respond professionally, whether positive or negative.

Optimize Your Website for Local Search

Your website is the central hub of your online presence. Optimizing it for local search involves several key elements:

• Local Keywords: Integrate location-based keywords naturally throughout your website content. Think beyond just "[city] university" and include terms like "[nearby town] colleges," "[county] higher education" and program-specific keywords combined with local terms (e.g., "nursing programs [city]").
• NAP Consistency: Ensure your institution's name, address and phone number (NAP) are displayed consistently across your website, especially in the footer and contact pages. Use the exact same format as your GBP listing.

• Location Pages: Create dedicated pages for each campus or key department with specific local information, including addresses, contact details, maps and unique content relevant to that location.
• Local Schema Markup: Implement local schema markup (structured data) to help search engines understand your institution's location and other important details. This can improve your chances of appearing in local search results.
• Embed a Google Map: Embed a Google Map of your campus on your contact page to make it easy for prospective students to find you.

Build Local Citations

Local citations are online mentions of your institution's NAP on other websites. These help search engines verify your local presence.

• Focus on Quality and Relevance: Prioritize listing your institution on reputable directories relevant to education and your local area (e.g., local business directories, educational listing sites, alumni association websites).
• Ensure NAP Consistency: Again, consistency is key! Make sure your name, address and phone number are identical across all citations.
• Research Competitors: See where your local competitors are listed and aim to get listed on those same sites.

“It's one thing to be a part of an organization. It's another thing to be a part of the community.”

- TRAVIS KELCE

Engage with the Local Community Online and Offline

Local SEO strategy isn't just about optimizing your online presence; it's also about being an active part of your local community.

• Sponsor Local Events: Participating in or sponsoring local events increases your visibility and strengthens community ties.
• Partner with Local Organizations: Collaborate with local businesses, schools and non-profits. This can lead to cross-promotion and increased local awareness.
• Local Content Creation: Create blog posts, articles and social media content that resonates with your local audience. Highlight local achievements, community involvement and events happening on campus that are open to the public.
• Engage on Local Social Media: Participate in local online conversations and groups. Share relevant information and engage with community members.

Leverage Social Media for Local Reach

Social media platforms offer powerful tools for connecting with local audiences.

• Location-Based Targeting: Utilize location-based targeting features on social media ads to reach prospective students in your area.
• Local Hashtags: Use relevant local hashtags in your posts to reach a wider local audience (e.g., #[city]Education, #[county]College).
• Run Local Contests and Giveaways: Engage local users with contests and giveaways that require local participation.
• Highlight Local Stories: Share stories of local students, faculty and alumni to build a stronger connection with the community.

+ Use geo-targeted advertisements to increase enrollment.

In the competitive landscape of higher education marketing, a strong local SEO strategy is invaluable. By implementing these tactics, your institution can increase its visibility among local prospective students, strengthen its community ties and ultimately achieve its enrollment goals. Start optimizing today and watch your local reach grow!

See our complete guide: Recruiting Students – A Marketing Plan to Increase College Enrollment.

Here at MSSmedia, we’ve been providing Education, Government, Real Estate & Lifestyle clients with succinct, optimized, and successful marketing solutions for more than 15 years. Consider MSSmedia a full-service, one-stop shop for all your Media and Public Relations needs. Your goals are our motivation. And our mission is to propel your message, further and faster, to achieve the outcomes you’re looking for. If you found this blog post helpful, please share!