3 Practical SEO Tips for Universities Looking to Boost Visibility

With more prospective students starting their research online, search engine optimisation (SEO) has become a vital part of any university’s digital marketing strategy. But with Google and other search engines regularly updating how they rank content, it’s not enough to ‘set and forget’.

If you’re looking to keep your institution discoverable — and competitive — here are three practical ways to strengthen your SEO efforts today.

1. Make Sure Your Website Is Truly Mobile Friendly

It’s no secret that mobile-first indexing is now Google’s default. But being ‘mobile-friendly’ isn’t just about shrinking your site to fit a smaller screen. It’s about providing a seamless experience for users who browse on their phones or tablets — and that includes prospective students.

Ask yourself:

• Are the fonts readable without zooming?
• Are the menus easy to navigate with a thumb?
• Do videos load properly and quickly?
• Are buttons spaced out and clickable?

These may sound like minor details, but they can make or break a user’s experience — and your ranking.

Tip: Avoid common mobile pitfalls like using Flash-based media or embedding forms that don’t render correctly on smaller devices. These can frustrate users and damage your site’s performance.

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2. Optimise for Voice Search (Yes, Really)

As more people rely on Siri, Alexa and Google Assistant, voice search is becoming a game-changer — especially for younger users. In fact, research from Global Web Index shows that a significant share of 16–24 year-olds use voice search regularly on their phones.

Why does this matter for your university?

Because voice queries tend to be more conversational and question-based. Instead of typing “UK uni application deadline”, a student might ask: “When is the application deadline for UK universities?”

To align with this shift:

• Use natural, conversational language in your content.
• Include FAQs that answer common questions clearly and concisely.
• Optimise for long-tail keywords that match how people speak.

Great example: The University of Nottingham has a well-structured FAQ section tailored for different audiences — from undergraduates to postgraduates and international students. Organising content like this helps voice assistants find relevant answers quickly.

Also worth noting: different voice platforms (Google Assistant, Siri, Alexa) have slightly different criteria for surfacing results, so make sure your SEO team is across those nuances.

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3. Use HTTPS – Not Just for Security, But for Search

If your website is still running on HTTP, it’s time to make the switch.

Google has explicitly stated that HTTPS is a ranking signal. Beyond SEO, it also shows visitors that your site is secure — a non-negotiable when handling sensitive information like applications and payment details.

Not making the move can not only affect your rankings but also display browser warnings that make your site look untrustworthy. That’s hardly the first impression you want to make with prospective students.

Quick win: Work with your web team or hosting provider to get an SSL certificate in place. Most reputable providers will offer this as standard.

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Final Thoughts

Staying on top of SEO doesn’t need to be overwhelming — it just requires a proactive mindset and a few strategic updates. Start by checking your site’s mobile usability, reviewing content for voice search, and ensuring your site runs on HTTPS. Small changes like these can have a meaningful impact on your visibility, engagement and ultimately, your student recruitment.

If your team is looking to modernise your digital presence or integrate SEO more closely with your admissions strategy, Full Fabric can help. Book a demo to explore how our platform supports smarter, more strategic student recruitment.