An essential part of your digital marketing strategy is understanding how to conduct targeted keyword research. This makes a huge difference between your institution blending into the background or standing out in the international education marketplace. Here’s your guide to attracting students from diverse global markets with effective keyword research techniques. 

Long-tail keywords: What are they and why are they useful?

Keyword research for international education is about understanding the nuanced search behaviours of students from different countries, cultures, and educational backgrounds. This is where long-tail keywords come in. These are specific, often longer phrases that potential students use when searching for precise educational opportunities, such as ‘Masters in sustainable engineering in Canada for international students’ or ‘Affordable undergraduate programmes in marketing for Indian students in Europe’. Long-tail keywords typically have lower competition, higher conversion potential, and more specific search intent, all of which are optimal for effective digital marketing.

Conducting effective keyword research

So how do you find out which long-tail keywords you should be targeting? First, you need to do your homework. Begin by understanding your target countries by utilising keyword research tools to gain insights. Some great tools include:

• SEMrush
• Ahrefs
• Google Keyword Planner
• Local keyword research platforms specific to target countries

The next step is analysing search volume and competition. You should prioritise those keywords with:

• Decent search volume
• Moderate competition
• High relevance to your institution’s offerings

Localise your keyword strategy

For the international education industry, you should also be considering language variations, local educational terms, and country-specific search patterns. A keyword that works for Indian students, for example, might differ completely from those used by Brazilian or Chinese students.

Navigating the complex world of international student keyword research can be challenging. At Schools & Agents, we specialise in creating targeted, data-driven keyword strategies that connect your institution with the right students globally. Want to enhance your international student recruitment for 2025? Contact us today for a comprehensive keyword research strategy tailored to your institution.

Written by Stephanie Clark