MUST INVE$T IN SEO
SEO WILL GIVE YOU A
60% - 80%
of the higher Ed market,
(depending on the type of school),
DOES NOT INVEST IN SEO.
for an opp
h el p
o th a
r c mpetitor
s in yo
RELY HEAVILY ON SEARCH
TO FIND SCHOOLS
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.
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
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
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.