If you're a parent searching for the perfect school for your child, what's the first thing you do? You turn to Google. Most people do, in fact, Americans turn to Google for their answers, averaging about 125 times a month.

Your school's digital presence makes a powerful first impression, and that means your reviews, rankings, and the overall visibility of your school in search results are crucial.

Nearly 75% of users don’t scroll past the first page in Google, and with the rise of AI search technology like Google's AI Overviews, you'll need to rank high in top search positions to get that visibility and engagement we're all after.

From monitoring your Google Business Profile and leveraging high-authority accounts, if you're not actively managing how your school appears online, you might be missing out on connecting with families who are making decisions based on those first, precious few search results.

How you get to the top of Google search results depends on your online presence and optimizing your website for users. Take control and follow these steps:

Step 1: Know Your Third-Party Platforms

Understanding the third-party platforms that affect your school's ranking is the first step. Sites like Niche and GreatSchools often rank high on search engines and can influence how your school is perceived, but here’s how to identify and leverage these platforms to boost your school's visibility and reputation.

Identify Your Key Platforms

Start by identifying the third-party platforms that are influential and commonly searched for information about your school. Some well-known platforms include:

• GreatSchools: A site where parents review and rate schools. It’s often one of the first results on Google when searching for schools.
• Niche: This platform ranks schools based on various criteria like academics, teachers, and diversity. It’s popular among parents looking for detailed school profiles, especially when they’re thinking about relocating. 
• Yelp: It’s more known for business reviews, but many schools are also listed here, and it can be a place where parents share reviews.
• Private School Review: Another valuable directory where you can highlight your school’s programs and achievements.

Improve Your Profile

Improving your profile on third-party platforms can significantly enhance your school’s image. Here are some tips:

• Accurate Information: It might be a "no-brainer," but make sure all details are correct.
• Positive Reviews: Encourage satisfied graduates, parents, and students to leave positive reviews, which can help balance any negative feedback and improve your overall ratings.
• Engage with All Feedback: Respond to reviews—both positive and negative.

Step 2: Manage Your Google Business Profile

A well-managed Google Business Profile helps ensure that accurate and engaging information about your school appears in search results and on Google Maps. Here’s how to effectively claim, maintain, and optimize your Google Business Profile.

Claim Your Google Business Profile

The first step is to claim your profile if it hasn’t been claimed already. It’s necessary because it allows you to update and manage the information that potential students and parents see. Here’s how:

1. Search for Your School: On Google, search for your school’s name. If a profile already exists, you’ll see it on the right-hand side of the search results.
2. Claim the Profile: Click on the “Claim this business” or “Own this business?” link. Follow the prompts to verify your connection to the school.
3. Verify Your Identity: Google may ask for verification, which could be through a phone call, email, or bill to your school’s address. Complete this step to take control of the profile.

Confirm Your Information is Accurate

Again, having accurate and up-to-date information on your Google Business Profile is vital for local SEO. Make sure to:

• Update Contact Information: Include the correct phone number, email address, and website URL.
• Check the Address: Ensure your school’s address is accurate to help people find you on Google Maps.
• Set Operating Hours: Clearly state your school’s operating hours, including special hours for weekends, long breaks, or summer hours.
• Add Categories: Select the most appropriate categories for your school to help it appear in relevant searches.
• Upload High-Quality Photos: Share pictures of your campus, classrooms, events, and staff.
• Videos: Short videos can provide a virtual tour of your school or highlight special programs and activities.

Encourage and Manage Reviews

Similar to your profile on third-party sites, comments and reviews play a big role in how your school is perceived. Don't forget to respond to all feedback, and proactively ask for comments from happy families.

Step 3: Build High-Authority Accounts and Links

Creating profiles on reputable platforms and sharing valuable content means you can occupy more space on search engine results pages (SERPs). Here’s how to build and maintain these accounts effectively.

Keep (or start) a Presence on Social Media

Content posted on social media platforms can appear in SERPs, so be sure to engage and post great content with keywords in mind.

Utilize School-Specific Directories

In addition to social media, list your school on industry-specific directories. The examples mentioned in Step 1 are trusted sources of information and can improve your school’s search rankings.

Create and Share Valuable Content

Content is king when it comes to building high-authority accounts and ranking factors. Share valuable and relevant content, like blog posts, videos, podcasts, and news, to engage your audience and improve your rankings.

Why?

High-quality content, like the kind that displays for the Ottawa Area Intermediate School District, not only keeps your audience engaged but also signals to search engines that your school is a valuable, relevant, and trustworthy source of information.

Step 4: Conduct Keyword Research

Search engine optimization (SEO) for your school's website is a vital part of improving your online presence. By understanding what terms and phrases your audience is searching for, you can create content that meets their needs AND ranks higher on search engines.

Here are some basic concepts:

• Keywords: These are the individual words or phrases that users type into search engines.
• Long-Tail Keywords: These are longer, more specific, and targeted keywords and phrases that often have lower search volume, but higher intent, which is exactly what you'd want to rank for. For example, “best private school in New York City for art students” is a long-tail keyword.
• Search Volume: This indicates how many times a keyword is searched in a given period. Higher search volume means more people are looking for that term.
• Keyword Difficulty: Measures how hard it is to rank for a keyword. High difficulty means more competition.

Identify Relevant Keywords

To identify the most relevant keywords for your school, think about the terms parents, students, and staff might use when searching for information. For example, if parents are looking for schools in your area, they might search for “top schools in [your city]” or “best schools for special education in [your city].” Here are some steps to follow:

• Brainstorm Topics: List topics related to your school, such as academics, special programs, admissions, athletics, and campus life.
• Use Keyword Tools: Enter these topics into keyword research tools, like SemRush or Google Keyword Planner, to generate keyword ideas.
• Analyze Search Intent: Consider the intent behind each keyword. Are people looking for information, making a comparison, or ready to take action?

Incorporate Keywords into Content

Once you have identified relevant keywords, incorporate them into your website content naturally. Here’s how:

• Titles and Headings: Use primary keywords in titles and headings to help search engines understand the main topic of your content.
• Meta Descriptions: Include keywords in meta descriptions that appear in search engine results and can influence click-through rates.
• Body Text: Naturally weave keywords into the body text of your content. Avoid "keyword stuffing," which is cramming keywords in your content whenever possible, so that you can rank higher— it can actually hurt your rankings.
• Alt Text for Images: Using keywords in the alt text of images can sometimes improve image search rankings.

Tools for Keyword Research

There are several free, "freemium," and paid tools that can help find relevant keywords that can boost your school’s online presence. Some popular options that provide data on search volume, keyword difficulty, and related keywords include:

• Google Keyword Planner: A free tool from Google that provides keyword ideas and search volume data.
• SEMrush: A comprehensive tool that offers keyword research, competitive analysis, and more.
• Ahrefs: Another powerful tool for finding keywords and analyzing their potential.
• Ubersuggest: A user-friendly tool that provides keyword suggestions and competitive data.

Step 5: Stay Current

Search engines are constantly evolving to provide better user experiences, but staying current with emerging tech and trends is crucial for keeping your school’s online presence strong. Some emerging tech to consider include:

• Generative AI: Tools like ChatGPT, Gemini, and other AI-powered assistants can help create content and brainstorm content ideas.
   
• Voice Search: With the rise of smart speakers and voice-activated assistants, optimizing your content for voice search is becoming increasingly important. Focus on natural, conversational language and answering common questions directly.

Key Takeaway

Taking control of your online presence requires understanding the different types of searches, navigating search results effectively, and implementing a comprehensive SEO strategy. SEO is an ongoing process that requires constantly monitoring and adjusting to stay ahead of your competition. So, roll up your sleeves, and start optimizing your online presence!

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. At Finalsite, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.