NEW ORLEANS –
Research conducted by UPCEAthe leading association for professional, continuing and online (PCO) training, in partnership with Search Influence, in Higher education digital marketing agency, shows that higher education institutions targeting non-traditional students are not reaching and recruiting prospective students to their full potential. The results of the recently published study reveal that most schools lack search engine optimization (SEO) skills, knowledge, strategy and effective reporting to leadership.
Highlights of the research
Schools say SEO is important, but they don’t execute it strategically. Institutional leadership is not aware of SEO performance metrics. Most institutions do not have a comprehensive SEO strategy.
The study surveyed 70 UPCEA institutional leaders and 68 UPCEA marketing leaders to understand the current SEO marketing practices of higher education institutions targeting non-traditional students. The study compares the responses to digital marketing best practices, specifically SEO, to determine key findings. In addition to this, the research includes an assessment of the SEO readiness of 100 member institutions.
The study finds a gap between what marketing and institutional leaders believe are SEO best practices and their institution’s actual SEO readiness, indicating that SEO is an area of opportunity for many schools According to the survey data, while marketing and institutional leaders value SEO as a tactic, 51% of respondents said their unit does not have an established search engine optimization plan or strategy.
“Innovative marketing practices are important in bringing higher education to its current crossroads,” said Jim Fong, director of research at the UPCEA. “The adult student is smarter than previous generations, and institutions must meet students where they are to have a competitive advantage in a complex and evolving economy.”
“The higher education institutions surveyed know that SEO is important. And many think they are doing SEO. This study shows that most do not have a results-focused strategy. Even if they had a strategy, they themselves indicate that they don’t have the skills to execute them or the reporting structure to hold their teams accountable,” says Will Scott, co-owner and CEO of Search Influence. “Given the dollars they’re spending and the proven returns of SEO, it’s clear that focusing on SEO would have a huge impact on schools’ student funnel.”
The study suggests that current SEO strategies are lacking because PCO units do not have the skills, staff or resources to develop one. A second contributing factor is a lack of leadership awareness of SEO-related metrics that will provide a deeper case to support informed decisions such as budgeting, department staffing, and employee skill development .
The research was conducted as part of a two-year partnership between Search Influence and UPCEA. This partnership provides UPCEA members with personalized Search Influence resources that help improve student recruitment through SEO and paid advertising strategies.
The full report is available online: Higher Education SEO Research Study.
Additional resources:
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Search Influence:
Search Influence is a women-owned, ROI-focused digital marketing agency that helps institutions drive prospects into and through the hiring funnel with analytics-backed strategies such as search engine optimization and paid digital advertising. Founded in 2006, Search Influence’s main goal is to optimize potential. Search Influence partners with both nationally and locally recognized institutions in New Orleans, including Tulane University School of Professional Advancement, University of Maryland School of Public Policy, and Palo Alto University.
UPCEA:
The UPCEA is the leading association for online and professional continuing education. Founded in 1915, the UPCEA now serves the leading public and private universities and colleges in North America. The association supports its members with innovative conferences and specialist seminars, comparative research and information, professional networking opportunities and timely publications. Based in Washington, DC, UPCEA creates greater awareness of the vital link between adult students and public policy issues.
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