1. 4 Reasons Why Higher Ed Institutions
Must Invest In SEO
Slide 1
4 Reasons Why Higher Ed
Institutions Must Invest In SEO

2. 4 Reasons Why Higher Ed Institutions
Must Invest In SEO
Slide 2
1. SEO will give you a competitive advantage
2. Prospective students rely heavily on search to find schools
3. You must rank highly on the first results page to be found
4. Search-generated leads close at the highest rate
Overview
Source: http://www.higher-education-marketing.com/blog/4-reasons-higher-ed-institutions-invest-seo

3. 4 Reasons Why Higher Ed Institutions
Must Invest In SEO
Slide 3
 60% - 80% of the higher ed market, (depending on
the type of school), DOES NOT INVEST IN SEO.
 If you are looking for an opportunity to rise above your
competitors in your target markets, SEO can help you do
that.
1. SEO Will Give You A Competitive Advantage
Source: http://www.higher-education-marketing.com/blog/4-reasons-higher-ed-institutions-invest-seo

4. 4 Reasons Why Higher Ed Institutions
Must Invest In SEO
Slide 4
 Prospective students use many means to identify and
narrow down their top school preferences.
 BUT … Students are using search engines as a
primary “discovery” tool in this process.
 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.
2. Prospective Students Rely Heavily on
Search to Find Schools
Source: http://www.higher-education-marketing.com/blog/4-reasons-higher-ed-institutions-invest-seo

5. 4 Reasons Why Higher Ed Institutions
Must Invest In SEO
Slide 5
So, why is that?
Source: http://www.higher-education-marketing.com/blog/4-reasons-higher-ed-institutions-invest-seo
 Many marketers don’t understand the difference between
branded and unbranded term searching.
 They are assuming most students are doing
branded searches on their college's name
 BUT … today, it is more likely that students are
entering keywords such as “best green architecture
program on east coast”.

6. 4 Reasons Why Higher Ed Institutions
Must Invest In SEO
Slide 6
 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 1.
 You have to get to the top 3 organic listings to really
have chance of being clicked.
3. You Must Rank Highly on the First
Results Page to be Found
Source: http://www.higher-education-marketing.com/blog/4-reasons-higher-ed-institutions-invest-seo

7. 4 Reasons Why Higher Ed Institutions
Must Invest In SEO
Slide 7
60% of the clicks go to the top three results. The red area
indicates where people’s eyes tend to focus.
Source: http://www.higher-education-marketing.com/blog/4-reasons-higher-ed-institutions-invest-seo

8. 4 Reasons Why Higher Ed Institutions
Must Invest In SEO
Slide 8
4. Search Generated Leads Close at the
Highest Rate
 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.
Source: http://www.higher-education-marketing.com/blog/4-reasons-higher-ed-institutions-invest-seo

9. 4 Reasons Why Higher Ed Institutions
Must Invest In SEO
Slide 9
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