Recently, I was having a conversation with my friend Mark, who is a digital manager at Thrive Treatment/ https://thrivetreatment.com/. We were discussing the latest Google updates and whether I had noticed any fluctuations in my website traffic.
As we chatted, Mark mentioned that he had landed a freelance contract with the University of Cincinnati for their new Master’s program in Pharmaceutical Science and Drug Development. His focus was on crafting a marketing strategy to boost the program’s visibility online. Mark was curious about whether we should prioritize on-page optimization for this new program. He outlined the university’s goal of improving their page rankings while also generating leads through effective search engine optimization.
First Things First – Basic On Page Setup
I suggested to Mark that the first step in their marketing strategy should be to optimize the basic on-page elements of the program’s webpage. This includes improving internal links, ensuring the navigation is user-friendly, and enhancing the overall student experience. A well-structured page can significantly impact how visitors interact with the content and how search engines rank the site.
Mark then raised an important question: should they optimize the page for a national audience or focus on local visitors? I shared my opinion that limiting optimization to just local or national visitors could be detrimental. Doing so risks losing valuable visibility and potential leads from international students interested in the program.
I believe that search engines like Google are sophisticated enough to determine the relevance of a page based on various factors, including the site’s authority and its geographical context. Since the program is based in Cincinnati, it has a natural regional association that can still attract both local and international interest. Furthermore, I suggested that Mark conduct research on search terms related to the program from different regions without adding any local modifiers. This analysis can help identify what sites are currently ranking well and whether they are focusing on local or national SEO strategies.
As we discussed further, Mark agreed that instead of optimizing the page solely for local and national audiences, keeping it global would be more effective in attracting international visitors as well. This wider approach could significantly increase the program’s visibility and appeal to a diverse range of potential students.
First Tip: Analyze Competitor Backlink Strategies
The first idea I shared was to ensure that the site is fully optimized before moving on to competitor analysis. I suggested that Mark research competitors in the same niche and assess whether they are focusing on building backlinks to their respective pages. If they are indeed prioritizing backlinks, this could be a critical strategy for us to adopt as well. Backlinks play a significant role in SEO, as they signal to search engines that other reputable sites endorse the content. However, I expressed a bit of doubt, noting that many of the ranking sites likely have strong authority, which could make it challenging for us to compete. Despite this, it’s worth trying to implement a backlink strategy; even starting small can lead to gradual improvements in site authority and search rankings.
Second Tip: Leverage Google News and Internal Blogging
My second idea involved engaging with the university’s website management team to request access to Google Search Console. This access will allow us to verify if the site is approved in Google News. If it is, we could begin writing internal blogs focused on the program and the university as a whole. By creating relevant and timely content, we could potentially appear in Google News and Discover, which would bring significant advantages beyond basic search results. Google News and Discover operate on personalization, meaning they present content tailored to users’ interests, leading to higher engagement rates. This could attract a more targeted audience, resulting in increased clicks and inquiries about the program.
This got me thinking about the importance of a solid marketing strategy in today’s digital landscape, especially for educational institutions looking to attract more students.Implementing on-page optimization is crucial for any marketing effort. It involves enhancing website content, improving meta tags, and ensuring a user-friendly experience. With the right strategies in place, Mark’s team could significantly increase the program’s online presence, making it easier for potential students to find the information they need.
Third Tip: Leverage User-Generated Content (UGC) Platforms
My third idea was to explore opportunities outside of the site by taking advantage of user-generated content (UGC) platforms. It’s true that Google has been ranking UGC sites more favorably lately. While some may view this as a black hat tactic, it’s simply a reflection of how Google is evolving its ranking criteria. We know that UC.edu is a reputable institution, so we’re not promoting anything unethical; rather, we’re focusing on quality content that aligns with current SEO trends.I suggested that Mark promote the program on platforms like Reddit, which has become a significant player in content visibility. With Reddit, threads often make it to the top page, providing excellent exposure. However, it’s crucial to approach this strategically. The goal is not to spam links but to share valuable information and create awareness about the program. Similarly, platforms like Quora and various discussion forums can be utilized to engage with potential students and answer their questions. Here’s a quick list of platforms worth considering:
- Reddit (Girlfriend of Google these days)
- Quora
- Stack Exchange
- College Confidential
- Student Room
- The Student Room (UK)
- GradCafe
I discussed with him the effectively engage on these platforms by providing insightful responses and linking back to the program when relevant. By participating in discussions and sharing knowledge, Mark can naturally draw attention to the program without appearing overly promotional.
Fourth Tip: Publishing on Top Media Outlets
Another idea we explored was publishing articles on top media blogs and sites that often appear in Google Discover. While this can be a more expensive route, it can yield significant visibility. For instance, writing an article titled:
“Top 5 Affordable MS Pharm Sci Programs in the US” or an article related to sharing experience like Lifelong Learning Habits – Best Education Universities or try cover any interesting topic like antibiotic-resistant bacteria and then shift the theme to your program studies.
This could attract a lot of attention, especially from potential international students. Some media outlets that I personally know are accepting guest editorial content:
- Hindustan Times
- The Scotsman
- The Times of India
- The Guardian
- Forbes
- Business Insider
- Medium
We acknowledged that while platforms like Fiverr and Upwork can provide opportunities for quicker publication, they often come at a cost. However, they can deliver articles within a 3 to 5-day timeframe, which is much more efficient than traditional manual outreach. This approach allows for more immediate results.
