Whether they realize it or not, when parents begin the online search of finding the perfect school for their child, they’re driven by a problem or question they need answered.

• Maybe they’re wondering which schools in the area offer the best STEM programs, or they need to know more about the after-school activities available.
   
• Maybe they found the perfect school, but now they’re wondering about financial aid or transportation options.

Whatever the initial question, the intent behind their search changes as they gather more information and move closer to making a decision.

Understanding these different stages and the changing intentions behind parent searches is key to making sure your school stands out at every step of the process. Your school’s search engine optimization (SEO) strategy needs to change right along with it.

Let’s break down the categories of parent search intentions and the SEO strategies for your private school to stay relevant throughout the search journey. From the initial search and comparing options to AI Overviews, we’ve got you covered.

1. Finding Schools

Parents in this stage are beginning their search for schools, and while they often don’t have a specific school in mind yet, they're looking for options in their area. They might use general search terms like “schools near me” or “best schools in [city].”

Nearly half (46%) of Google searches have local intent, but these parents are casting a wide net to gather as many choices for schools as possible because they just don’t know…

They’re interested in basic information about schools, like location, program types, and overall reputation. Of course, your school needs to be visible during these searches so it can be considered by these parents later on.

SEO Tips and Best Practices:

Keyword Research: Use tools like Google Keyword Planner to find popular search terms related to schools in your area. Identify keywords that parents are likely to use when looking for schools, like “best schools in [city]” or “private schools near me.” Local SEO strategy will be important here...

Local SEO: Optimize your web pages for location-based keywords to capture local search traffic. Make sure your school is listed on Google Maps and other local directories so your school appears in local search results when parents are looking for schools in your area.

Keep Reading: How to Improve Your School's Performance in Local Search

Content Creation: Write blog posts and landing pages around common search terms parents might use. For example, create content that highlights the benefits of attending your school and the highlights of your area, especially if you’re a boarding school.

Mobile Optimization: Your website needs to be mobile-friendly. Many parents use their phones for a high-level, information-gathering search for schools, so your site needs to load quickly and be easy to navigate on a mobile device. Google loves that.

Both Riveria School's page title and NSU University's ads use their existing content, ad keywords, and on-page SEO to rank high for their target audience's search.

How AI Search Changes Parent Queries

AI Overviews pull short, source-backed answers from high-quality pages. To show up in AI searches, you'll want to tap into many SEO best practices, but essentially, your content should answer specific parent questions in plain language, provide clear facts, and use structured data about your location, contact details, and program information.

Keep your pages scannable with headings, tables, and checklists, and earn third-party mentions that are consistent with your site. More on this later...

2. Learning about Schools

At this stage, parents have found a few schools that interest them and want to learn more. They're looking for detailed information about each school’s programs, teaching methods, activities, and overall environment. 

Parents might use search terms like “what programs does [school name] offer?” or “details about [school name].” They want to understand what makes each school unique and whether it fits their child’s needs and interests.

SEO Tips and Best Practices:

Long-Form Content: Develop informative content such as blog posts, FAQs, and detailed program descriptions that address specific questions parents might have. This content should be comprehensive and provide in-depth information about your school’s offerings.

Content: Use engaging visuals, videos, infographics, and virtual tours to provide comprehensive information. Parents appreciate seeing what your school looks like and getting a feel for its environment through virtual tours and videos.

Keyword Optimization: Use longer search phrases, or "long-tail keywords" that reflect the detailed information parents are searching for.

Internal Linking: Link to relevant pages within your site to improve navigation and enhance SEO. This helps parents find the information they are looking for quickly and easily.

Triple threat! In this example, search result snippets are pulled from Wikipedia, but users are also served Lakeside's Google Business Profile, as well as the school's homepage, organically.

AI Visibility Tip: Open each program page with a 50-word summary that answers the top-level question, then add FAQs so AI can pull verified details.

Notice in the example above, the AI Overview is actually combining information from several sources at once. Look closely—some of it is correct, but parts of the overview are not accurate within the context of the intended search.

3. Comparing Schools

In this stage, parents are evaluating different schools to compare them. They're weighing the pros and cons of each school and trying to determine which one is the best fit for their child.

Parents might search for terms like “compare [school name] with [competitor school]” or “how does [school name] compare to other schools?”

SEO Tips and Best Practices:

Competitive Analysis: Identify and analyze your competitor’s keywords and SEO content strategy to understand what parents are comparing, so you can create content that addresses the same points of comparison and highlight your school’s advantages.

Double-check that your school's profiles on popular review sites are up to date and accurate to gain an advantage in search results, like Fort Bend Christian Academy. Google trusts these sites and often places their results first in an organic search.

Comparison Content: Create comparison charts and tables that highlight your school’s unique features and benefits. Optimize this content with keywords that include terms like “compare [school name] with [competitor school].”

Parent Testimonials: Include quotes, case studies, and video success stories from current students and parents. These stories build trust and provide a relatable comparison for parents who are evaluating different schools.

Many parents might find their answers within a third-party or online forum like Reddit. It's always a good idea to browse what unfiltered parents might be telling other users to see if there's any content you can create to counter or support those ideas.

Highlight Differiators: Clearly showcase what makes your school unique, like special programs, facilities, or teaching methods. Make sure this information is easy to find on your website.

AI Visibility Tip: Build side-by-side comparison pages with a facts table (tuition, class size, AP/IB, transportation) and cite trusted sources. Remember to use consistent H2 headings so AI can summarize the information accurately.
 

When comparing options, ranking factors positioned The Episcopal School of Dallas in the results in this example.

4. Trying to Apply or Enroll at a School

Parents at this stage have chosen a school and are ready to apply or enroll their child. They're looking for application instructions, enrollment forms, and any other necessary information to start the enrollment process.

Hopefully, this info is easily accessible on your site, but search terms might include “enroll at [school name]” or “application for [school name].” These parents want a smooth and straightforward enrollment process with clear instructions and minimal hassle.

SEO Tips and Best Practices:

Conversion Optimization: Optimize enrollment and application pages with clear, compelling calls to action and relevant keywords. Make sure these pages are easy to find and navigate.

Retargeting Ads: Implement retargeting strategies to remind parents who visited your site to complete the enrollment process. This can help capture parents who started the process, but didn’t finish.

Structured Data: Use structured data to enhance search engine results with featured snippets, like this example from Post Oaks Schools. Optimizing your website's content in this format makes it easier for parents to find enrollment information directly from search results, especially in AI overviews.

AI Visibility Tip: Add a "How To" content block with steps, deadlines, fees, and links—clearly labeled with a header like “How to Apply to [School].”

5. Looking for Your School by Name

Parents searching at this stage have decided on your school and are looking for specific information about it. They might search for your school’s name directly or use terms like “[school name] contact information” or “[school name] address.”

These parents need quick access to essential details, such as how to contact the school, visit the campus, or find recent news and updates.

SEO Tips and Best Practices:

Branded Search Optimization: Make sure your school’s name appears in meta titles and descriptions. Optimize your homepage and contact page for branded searches so parents can easily find the information they need.

Brand Management: Regularly update your Google Business Profile to maintain a positive online presence. A well-managed online reputation encourages parents to trust your school.

Branded Content: Create content that reinforces your school’s brand identity and align it with what parents are searching for.

Online Reputation Monitoring: Monitor mentions of your school online and address any negative feedback. This can help ensure parents find accurate and positive information about your school.

AI Visibility Tip: Place a “Quick Facts” panel high on the homepage and contact page with NAP (name, address, phone), tuition range, financial aid, and hours, synced with your Google Business Profile.

Key Takeaway

Spend a few moments in the minds of parents searching for your school. What do they need? What are they trying to accomplish? Chances are, they'll be in one of the categories mentioned above, and by following these tips and best practices, your school's SEO can meet the search intentions of parents. Start optimizing your content and technical SEO today, and soon you'll be working to improve traffic to your site and, hopefully, make parents' searches a little more productive.

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.