An SEO Checklist for Your University’s Website

When a prospective student begins researching where to study, their journey often starts with a simple online search. If your university doesn’t appear in those first few results, chances are you’re missing out on engaged, high-intent traffic.

In fact, research from Ruffalo Noel Levitz shows that prospective students increasingly use Google and other search engines to build their shortlist and explore specific course details. So what can you do to make your university more visible online?

Here’s a practical SEO checklist designed specifically for higher education institutions.

1. Define Your SEO Goals

Before jumping into keyword planning or content creation, start with clear objectives. What are you trying to achieve?

• Boost traffic to specific programme pages?
• Attract more international applicants?
• Improve visibility for postgraduate study?

A strategic website audit can help you understand where you are now – and what to focus on next. From there, set goals that are measurable, realistic, and aligned with broader recruitment efforts.

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2. Research & Target the Right Keywords

Once your goals are in place, it’s time to dive into keyword research. A strong SEO strategy is built on understanding:

• What your prospective students are searching for.
• Which phrases are competitive vs. underutilised.
• How user intent differs between undergraduate, postgraduate and international audiences.

Tip: Long-tail keywords – more specific, lower-volume search phrases – tend to convert better and are easier to rank for. Think "best business masters in Europe" instead of just "business degree."

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3. Create Engaging, Consistent Content

Your content is what attracts, informs and converts website visitors. Make sure it’s:

• Relevant to your audience and aligned with their goals.
• Rich with targeted keywords – but always natural and user-first.
• Diverse in format: blog posts, videos, infographics, virtual tours, testimonials and FAQs.

A blog can be especially useful for publishing frequent, timely updates – which search engines love. Content that answers specific student queries (e.g. "How to apply for a UK student visa" or "What to pack for university") can also help build organic visibility and trust.

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4. Optimise for Page Speed & Mobile

Google’s algorithm heavily factors in page speed and mobile usability when ranking websites. In 2025, this is more important than ever.

• Compress image files and use modern formats (e.g. WebP).
• Use clean, responsive designs.
• Avoid unnecessary plug-ins that slow load time.

Remember: many students will visit your site on a smartphone first.

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5. Build High-Quality Backlinks

Backlinks – links from other reputable websites to your own – are still one of the most influential SEO ranking factors.

Focus on building backlinks from:

• Trusted educational partners.
• Reputable news outlets and education publications.
• Alumni blogs or partner institutions.

Instead of chasing volume, prioritise relevance and domain authority. A handful of strong backlinks from respected sources will do far more than dozens of low-quality ones.

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6. Embrace Multi-Channel Visibility (Not Just Google)

While Google dominates search, platforms like Bing, Yahoo, and even newer AI-driven discovery engines are still worth considering. A diverse SEO approach means:

• Being present across multiple search engines.
• Publishing content across social platforms like LinkedIn and YouTube.
• Repurposing content for different formats and devices.

Don’t rely on a single source of traffic – meet students where they are.

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7. Track Performance & Continuously Optimise

SEO is never a “set it and forget it” process. Use analytics tools like:

• Google Search Console
• Google Analytics 4 (GA4)
• Ahrefs or SEMrush

Regularly monitor your rankings, traffic sources, and user behaviour to uncover opportunities for improvement – whether that’s refreshing old content, improving UX, or fixing technical issues.

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Final Thoughts: A Search Strategy for the Modern Student

In an era of increased digital competition, having a beautiful website simply isn’t enough. Students expect quick answers, smooth navigation and content that speaks to their needs – and search engines expect technical precision behind the scenes.