SEO: How to find the right keywords for your school website


We talk a lot about SEO and there are endless checklists out there. One of the items is always around optimizing pages and articles with keywords.

So things like making sure your keyword is in the URL and in the title tag and also mentioned at the very beginning of the article or page, etc.

How can you do all that if you don’t know what’s the right keyword, or which group of keywords are to be used in that specific content?

So this is what we will do today. Learn more about identifying keywords. This is a proper hands-on step by step guide on how to find the right keywords for your school, college or university website.

It’s not hard, but it takes a bit of time. Time that will be really well invested as you can clearly monitor the progress and see the results.

If you take the time to go through this step by step guide and are not quite sure if your list of keywords is right, don’t worry. Send us your list of keywords – using the comment box below – for one article or page and we will check, free of charge, so you will have the right keywords for that specific page on your website.

And of course, if you would like us to do all the work for you, our Online Clinics are a perfect way to get regular help.

Let’s make a start…

Finding the right keywords

Selecting the right keywords is one of the most important things when choosing keywords for your website or article.

Choosing the wrong keywords could mean very little traffic or, even worse, no conversions because you are attracting the wrong traffic.

So let us help you on how to find the right keywords for your school, college or university website.

We will use Ubersuggest, but there are other tools that do a similar job out there.

Competitor’s domain name search

Open Ubersuggest as a new tab.

Let’s assume we are a school in London, so, in this example, we will use the website of a language school in London as our competitor.

1 – Start typing your competitor’s domain name on Ubbersuggest

How to find SEO keywords

2 – On the sidebar, click on “Keywords”

Ubersuggest: Keywords Tab

You will see a list of the keywords that your competitor is ranking for.

Ubersuggest: Keywords list

If you do a domain search and don’t see a lot of keywords, probably this competitor is not big enough and doesn’t have a lot of traffic to its website. A simple way of finding a big competitor is doing a Google search and picking the ones on the first page.

3 – Analyze the keywords

Now, simply go through the list of keywords and identify the ones that are (1) related to your business, (2) have an SEO Difficulty (SD) score of 40 or less and (3) a Volume of around 500 or more.

“SEO Difficulty (SD)” – The higher the number, the harder it will be to rank for this keyword.

“Volume” – The number of people that search for a keyword on a monthly basis. The higher the number, the more that keyword will drive potential students to you once you rank for it.

In this example, we can identify the keyword “english courses in london”. It has an “SEO Difficulty (SD)” of 25 and a “Volume” of 2,400.

Depending on the competitor, you could identify dozens of keywords that match these criteria, SD below 40 and Volume above 500.

Make a list of them.

Now, let’s check the top pages.

Top Pages – now check for the most popular pages

1 – On the sidebar, click on “Top Pages”.

Ubersuggest: Top pages tab

After you click on “Top Pages”, you will see a list of the most popular pages on your competitor’s website.

Ubersuggest: Top Pages list

Have a look at the column Est. Visits (Estimated Visits).

2 – Click on “View All” for the first few results

It will show all of the keywords that drive traffic to that specific page.

Ubersuggest: Keywords list

Now, do the same as before, identify the keywords that have an “SD” of 40 or lower, and a “Volume” of 500 or more.

In this example, we see the same keyword as before, “english courses in london”, but it could be different keywords.

Check several URLs on the Top Pages report.

Now, go to the actual URL to see what type of content your competitor is writing. This will give you an idea of what Google likes to rank. You can use this to assess your own content strategy.

Make a list of keywords.

After identifying keywords from your competitor’s website, let’s amplify the list and find related keywords.

Keyword Ideas – get help in suggestions for keywords

1 – On the sidebar, click on “Keyword Ideas”

Type one of the keywords you have identified and you will see a report like this:

Ubersuggest: Keyword Ideas

This report will show you similar keywords that you can include in a single article or page.

2 – Explore the different tabs

Click on Suggestions, Related, Questions, Prepositions, and Comparisons.

They will all show you a different group of similar keywords that you could include in your page or pages.

The goal here is to identify solid keywords with an “SD” score of 40 or less. But, for the “Volume”, you can choose words with 200 or more.

Build your list of keywords

It’s now time to build a list of keywords that are very similar so you can include them in your article or on your page.

For example, Here is what we have identified if we were to choose a group of keywords for an article or page about “english courses in london”.

  • english courses in london
  • english language courses in london
  • english courses in london for foreigners
  • english courses in london evening
  • business english courses in london
  • intensive english course in london
  • english courses in london for adults
  • ielts london course
  • ielts course in london

Looking at the keywords above, it’s possible to guess what Google is valuing on the page that is ranked on the first page for the keyword “english courses in london”.

It’s a page that not only talks about English courses in London, but also lists several different course types related to English courses (evening courses, business English courses, intensive English courses, IELTS courses, etc). Hence the importance of not only optimizing your page for the main keyword, in this case “english courses in london”, but also related keywords.

Is your list of keywords ready?

Send us your list of keywords – using the comment box below – for one article or page and we will check, free of charge, so you will have the right keywords for that specific page on your website.


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