Hi everyone, and welcome back to another Schools & Agents Bulletin highlights. Following our previous discussion about keyword strategy, in last week’s video Lynne shared even more SEO tips, this time about the vital aspect of content creation. Let’s summarise how quality content can significantly impact your institution’s search engine rankings.

Quality over quantity

The golden rule of content creation is simple: prioritise quality over quantity. Instead of rushing to produce multiple mediocre pieces, invest time in creating fewer, more substantial articles. This means carefully structuring your content with thoughtful headings, incorporating varied elements like bullet points and infographics, and ensuring each piece provides genuine value.

Understand user search intent

When creating content, it’s crucial to consider search intent—the reason behind a user’s specific keyword search. For instance, ‘online courses for adults’ reveals much more about a user’s objectives than the broader term ‘online courses’. By analysing organic search results for such long-tail keywords, you can better understand what type of content Google considers valuable.

Consider the EEAT principle

We recommend focusing on the EEAT framework for content creation. This acronym stands for: experience, expertise, authoritativeness, and trustworthiness. Your content should therefore demonstrate a deep knowledge of your field, show genuine expertise beyond surface-level information, help build your site’s reputation over time, and be consistently reliable and up to date. 

Keep your content fresh

Remember that SEO is an ongoing process, so make sure to regularly review and refresh older content to maintain its relevance and trustworthiness. Outdated information can negatively impact your search rankings, so treat your website as a living, evolving resource.

That’s all for today, but stay tuned for more SEO insights soon. Need help improving your website’s search rankings? Get in touch with Schools & Agents today for expert guidance in enhancing your school’s overall SEO strategy. 

Written by Stephanie Clark