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Search Engine Optimization (SEO)

Search Engine Optimization for Higher Education

More than two-thirds of all prospective students use search engines to begin their college search—making Search Engine Optimization (SEO) an essential part of any comprehensive digital marketing strategy.

At Carnegie, we offer SEO services designed to increase the visibility of your college or university’s website, boost organic search traffic, and enhance user experience. In short, we’ll help students find your website and engage them when they get there.

Carnegie's SEO services include:

Technical Audit and Site Analysis

We begin every SEO engagement with a technical site audit and analysis, which ensures that all of your web pages are visible in search engines. During this phase, we identify technical issues and work with your school’s marketers and developers to understand how to address them, including:

  • Missing, duplicate, and lengthy meta titles and descriptions
  • 404 error pages
  • Pages with low word count
  • Pages with duplicate content
  • Broken internal links
  • Image titles and alt text
  • Page speed

Content Optimization and Copywriting

Content is the single most important ranking factor in Google’s algorithm. It’s also what your prospective students are looking for!

We provide content development and optimization, which may include:

  • Developing or revising content for SEO
  • Conducting keyword research to determine the best key phrases for optimization  
  • Ensuring content visibility
  • Word count assessment
  • Assessment of content relevancy and focus 

On-Site SEO Writing Workshops

Our higher education SEO experts can come to your campus to run a one-day hands-on SEO Writing Workshop. These workshops are beneficial to anyone at the university that creates content for the website, including admissions pages, academic pages, news stories, blog posts, and more. This workshop will give your school’s writers the tools they need to ensure that your site’s content is visible in search engines. Topics covered include:

  • Utilizing Google Search Console and Google Analytics data to drive content strategy
  • Performing keyword research
  • Creating optimized title tags and meta descriptions
  • Weaving keywords into your on-page content
  • Taking advantage of header tags
  • Using internal links and calls-to-action

Google My Business Optimization

When optimized, your Google My Business property will show up in branded and local searches. We help colleges and universities:

  • Claim not only the school's main GMB property, but also properties that exist for different colleges, departments, and campus locations
  • Optimize GMB properties for relevant keywords
  • Change information that Google is pulling into the property that may be inaccurate
  • Utilize Google Posts to advertise events and blogs and track CTR in Google Analytics

Organic Social Media Consulting

Social media networks are search engines too. YouTube is the second-largest search engine (after Google), and prospective students are turning to Facebook, Twitter, Instagram, LinkedIn, and other social networks to find information about your school. By sharing quality content from your website on social media networks, we can improve your SEO across all search engines.

We consult with schools on how to:

  • Optimize YouTube videos
  • Develop content for social media posts
  • Utilize your students and alumni for social content
  • Optimize your social media profiles and accounts

Website Redesign Consulting

As experts in higher education SEO, we work alongside your staff or development firm to ensure your technical setup is optimized during a site development, migration, or refresh. Being mindful of SEO at this stage in your website project will save hours of SEO work and protect against dips in organic traffic during and after launch.  

During this engagement, we will address:

  • Redirect plans
  • Content coding
  • URL naming
  • Navigation assessment
  • Breadcrumb assessment
  • User journey mapping

ADA Compliance

Website accessibility ensures that all prospective students can access the information on your website. In our ADA Compliance engagement, we will ensure that your website can be read by e-readers by addressing:

  • Image titles and alt text
  • Video closed captioning
  • Headers
  • Link names
  • PDFs
  • Forms
  • Site navigation
  • Contrast
SEO for higher education is what Carnegie specializes in! If you’re ready to be found in search engines and deliver relevant content that entices your prospects, contact us today to talk about how we can help your college or university.

Ask us how social media marketing and on-site personalization can contribute to your SEO goals.