1. REASONS WHY
HIGHER EDUCATION
INSTITUTIONS
MUST INVE$T IN SEO
SEO WILL GIVE YOU A
COMPETITIVE ADVANTAGE
1
60% - 80%
of the higher Ed market,
(depending on the type of school),
DOES NOT INVEST IN SEO.
for an opp
lo o
k in
g
you d
mark
ets, S
E
O can
h el p
60%
o th a
t.
80%
ortunity t
o
ri s
o
r c mpetitor
u
s in yo
ur tar
yo
get
e
v
o
ab
e
PROSPECTIVE STUDENTS
RELY HEAVILY ON SEARCH
TO FIND SCHOOLS
If y
ou
are
2
BUT … Students are using search engines as a primary “discovery”
tool in this process.
Prospective students use many means to identify and
narrow down their top school preferences.
Engineering Schools
SEARCH
2/3 of the prospective
student population use and
highly value search engines
to research colleges.
Colleges must appear in the
search engine rankings to be found
At least 2/3 of schools don’t invest in SEO to improve their rankings
So, why is that?
?
Many marketers don’t understand
the difference between branded
and unbranded term searching.
?
?
They are assuming most students are doing
branded searches on their colleges’ name
BUT … today, it is more likely that students are entering
keywords such as “best green architecture sprogram on east coast”.
YOU MUST RANK HIGHLY
ON THE FIRST RESULTS
PAGE TO BE FOUND
75% of searchers never
scroll past page one results
Assuming this applies to students, this
means that 75% of your prospective
students will never get to your website
unless your website search results
gets to page
75%
You have to get to the top 3 organic listings
to really have chance of being clicked.
60% of the clicks go
to the top three results
TOP 3
60%
SEARCH RESULT
3
SEARCH GENERATED LEADS
CLOSE AT THE HIGHEST RATE
4
14.6% of SEO generated leads will close, while outbound leads, (such as
direct mail or print advertising generated) have a close rate of only 1.7%.
So clearly if you want to increase your leads and registrations, focusing on
SEO to produce them is a high return on investment option.
Questions?
1.514.312.3968
info@higer-education-marketing.com
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www.higher-education-marketing.com