How School Marketers Can Use Local SEO Strategies to Improve Google Ranking

Brendan Schneider
6 min readFeb 10, 2021
How School Marketers Can Use Local SEO Strategies to Improve Google Ranking

Local search engine optimization (SEO) is essential to independent schools that operate on a local, not national, level. Local SEO focuses on appearing in search engine results pages (SERP) in a specific area, as opposed to national SEO, which competes for keywords on a national level. Local SEO uses strategies that rely on marketing your school to local families who fit with your school’s mission.

Local SEO works to optimize your online presence so it is more relevant to your target families, which leads to more website traffic, inquiries and enrollments for your school. Think of local SEO as a way your independent school can compete effectively against other schools that may have a larger budget to spend.

Without local SEO strategies, your school could be losing out on a significant amount of traffic. According to research conducted by ReviewTracker, 35 percent of all search traffic is local. You want to garner as much of that local traffic as you can for your school.

Here are the top ways school marketers can effectively market to their target families using local SEO tactics.

  • Create a Google My Business account

If you haven’t already, you really need to set up a Google My Business (GMB) account for your school. This will help your school effectively rank high on Google Maps as well as gain visibility in Google Search results.

To get started with a GMB account, you will need a Business Profile. Create a Google account if you don’t have one yet (you might already have set one up for your Google Analytics and Google Search Console services).

Once you have entered your basic information, Google will want to verify your address. This is to prevent spammers from setting up fake addresses. Most of the time Google will want to send a postcard to your location to verify your address. Once you have that postcard, you can enter the verification code and you’ll be set! (Note: do not use a post office box. Google Terms of Service (TOS) do not allow post office or off-site mailboxes. You will need to use the actual location of your school.)

Once you have officially verified your GMB listing, you can optimize your account. You can…

--

--

Brendan Schneider

Brendan is the Founder of SchneiderB Media, a digital marketing agency for schools, and the MarCom Society, a community for MarCom professionals at schools.