Welcome to Part 2 of our guide to the key digital marketing trends of 2024. In Part 1 we focused on the role of social media and artificial intelligence (AI) for businesses in international education – check it out here if you haven’t already! In this post, we reveal two more significant developments this year in search engine optimisation (SEO) and sustainability.

Search Generative Experience (SGE) and SEO

SEO strategies are set to be heavily influenced by updates to Google’s Search Generative Experience (SGE) in 2024. We are seeing an emphasis on two key elements – high-quality, E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness) rich content and a focus on UX (user experience). This means any content shared should be both valuable and relevant to your target audience, and enhancing UX on your school or agency’s website – for example, by increasing the page speed – should be a top priority for boosting those all-important conversion rates.

Sustainability trends

The increased importance of sustainability in digital marketing strategies is becoming even more significant in 2024. Research has shown that consumers are generally much more conscious of the environmental impact of businesses, making this a crucial factor in their decision making. So, in order to attract a wider client base, establishments in the international education industry should be taking sustainability seriously this year by reviewing their corporate social responsibility strategy and focusing on areas to improve. If you are stuck for ideas, check out our weekly Sustainable Wednesday posts for tips and tricks on how schools can be more eco-friendly! 

These emerging trends highlight the need for prioritising user experience and ethical consideration in digital marketing in 2024. As always, make sure to keep an eye out for more of our insights to help your international school or agency reach new heights this year!

Written by Stephanie Clark