When looking at the opportunity to drive more traffic to a university or college website, content strategy plays a critical role. In my work with campus websites, I’ve noticed a very critical part of SEO content strategy that is overlooked is identifying new content opportunities.
How do you identify new content opportunities?
While there are many ways to identify gaps in content, today we will discuss university SEO keyword research. My recommendations below are based on successful academic program content, as they are the leading target resources from a user and SEO perspective.
To break your content strategy goal down in economic terms, i.e. supply and demand: do you have the supply of robust academic program pages to meet demand for content that answers prospect’s key questions? Examples would include available programs, costs, outcomes, curriculum, and experiential learning options. To identify more granular SEO opportunities you can do the following:
- Develop initial SEO content opportunity lists at a page and global thematic level, based on internal knowledge, research, and hunches
- Find an SEO tool/platform that can assist you in
- Targeting opportunities
- Identifying new topics for your content
- Uncovering competitors’ content strategies
- Prioritize content development based on a mix of content performance insights, program capacity, and program popularity among other factors
- Measure and confirm relevance and competition
- Iterate for continuous SEO growth