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How to Leverage Local SEO for Independent School Admissions

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As an independent school, it’s highly likely that your target audience will be parents & pupils in your local area. This can have a significant impact on the marketing channels you adopt.

You might think: ‘What’s the point in using search engine optimisation? I don’t want to waste time, money, and energy promoting my school to people that aren’t nearby?’

Hold that thought. If this is the case, local SEO might be perfect for you!

What is local SEO?

Blue sign on the window of a local shop

Local SEO is a spinoff of traditional search engine optimisation. It’s all about optimising your website and search engine presence so that people local to you can find you on search engines like Google.

How can you use local SEO for your school? 

Let’s say that parents are searching for terms like ‘Ofsted-rated outstanding school near me’ or ‘independent secondary school near me’. 

By focusing on these specific keywords and providing the search engines with additional context about your location, you’re more likely to rank high for these queries.

Not convinced? 

92% of search engine users will choose businesses on the first page of local search results. So the higher you can get your independent school to rank, the more likely people are to check you out.

Find out more about the benefits of local SEO compared to traditional marketing channels.

How to win when it comes to local SEO for independent schools

Local SEO is a great way to amp up your school’s marketing strategy. It’s cost-effective, many of the changes are easy to implement, and, best of all, the results last for a long time!

We’ll put our hands up and admit that we’re the class swots when it comes to local SEO for schools. With this in mind, we’ve put together a few hints and tips to get you started.

1. Find local keywords and weave them into your website

Illustration for keyword research

The first place to start with local SEO for schools is to put together a collection of localised keywords you can target.

You don’t need hundreds and thousands of keywords for this. It’s better to thoroughly optimise your pages for three to five  keywords each, than to have a list of 100 words and phrases you do nothing for!

An excellent starting point is to consider the towns, villages, and cities your current pupils come from. 

For example, let’s say you want to focus on admissions from Whoville. Your keywords could include ‘independent school  near Whoville,’ ‘best schools in Whoville,’ ‘private schools near Whoville’, ‘top independent schools in Whoville’, and so on.

Once you have your keywords, it’s a case of optimising your existing pages for them or, alternatively, creating brand new pages.

If you want to master the basics of keyword research, we’ve got a fantastic free eBook to get you researching words and phrases like a pro!

2. Set up a Google Business Profile

Creating a Google Business profile

One of the easiest ways to boost the local SEO of your independent school is to sign up for a free Google Business Profile, previously known as Google My Business.

When you optimise your profile, you’re providing Google with additional information about your school, that helps them rank you for the right keywords. 

Not only this, but it increases the chances of your school appearing in the ‘Local Pack’, the map and list of businesses that appear at the top of each local Google search.

It pays to get set up on other similar sites like Bing Places for Business and Apple Business Connect too – make your school as easy to find as possible!

3. Encourage people to review your school

Child raising hand in classroom

Choosing a school for your children isn’t a choice to be taken lightly. Parents will be looking for as much information as possible to assure them they’ve made the right decision.

Encouraging positive reviews is great for local SEO for independent schools. Not only does it help parents and guardians choose your school over your competitors, but it’s a positive ranking signal in the search engines. 

Google only wants to show people the most trusted and reliable results after all!

You can use Google Business Profile to capture reviews or education-specific review sites like SchoolGuide. Don’t forget to respond to all reviews, especially negative ones. 

4. Keep your information consistent on all platforms

Directory submission page displayed on laptop

There are a lot of educational directories and websites out there, and it’s highly likely that your independent school is listed on most of them!

It’s crucial that your name, address, and phone number are consistent across all sites that link to you. 

This is known as a NAP, or local citation, and can give your independent school a valuable boost in the local SEO rankings!

Keep an eye on your NAP citations, especially if your school name or contact details have recently changed as these NAPs will need updating. 

There will also be a high chance that your school isn’t featuring in many relevant directories or list articles. Finding these gaps and then outreaching to the websites to also get included is a great way to improve local SEO signals but also your visibility online. 

Local SEO is one of those digital marketing concepts that sounds a lot scarier than it is! 

Just put yourself in the shoes of parents in your area, think of what they might search for to find your school, and you can’t go wrong.

Alternatively, if you need extra help to put your school on the map, we’re here to support you.

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Our local SEO packages mean you can choose the right level of service for your needs, at a price that’s ten out of ten!Get in touch today to see why we’re top of the class when it comes to local SEO services for independent schools.

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