Unveiling the Magic: The Power of Storytelling in Driving School Admissions

by | Jul 12, 2023

How To Get Your Website Noticed by Google and Draw in Increasing Numbers of Families

    YOUR CONTENT NEEDS TO ADD SOMETHING SIGNIFICANT TO THE DISCUSSION

    Google has been favouring quality content on websites more and more:

    • promoting content that genuinely adds something to the discussion
    • that hasn’t already been said
    • that is considered uniquely useful to the target audience 

    Notably, (and from bitter personal experience!) Google is punishing those websites that either have little content or content that doesn’t add to what is already out there on the internet, by sending them to the back of beyond, such as page three of the search engine results pages, SERP.

    SMILEY PHOTOS AND SHOWING YOUR NEW GYMNASIUM ARE NO LONGER ENOUGH 

    If you’re posting about your school’s International Festival, or about your Graduation Day, Google won’t recognise it as valuable, unique content. 

    You risk getting your website bumped down in the search rankings, but worst of all, all that hard work of your marketing team is going to waste!

    IN THE REALM OF SCHOOL MARKETING, DOCUMENTING STUDENT GROWTH IS UNDENIABLY KING.

    So, what’s the best way to get noticed by Google, and ensure that whenever someone types in “best international school (+ the local area)” your school comes up at the top of the Google SERP, every time?

    For schools, quality content that is going to get noticed by Google is something that is truly beneficial to your target audience.

    What do parents want most for their children? 

    EVIDENCE OF GROWTH

    It’s about the journey students undertake, the challenges they overcome, and the skills they develop along the way.

    This is valuable content, because:

    1. it’s continually fresh
    2. it can be highly useful to families
    3. importantly, it can be unique to your school’s ethos

    THE SCIENCE FAIR AS CONTENT GOLD!

    Here’s an example of how a Science Fair should be intentionally communicated on our school websites, to potentially ensure higher rankings, and thus more traffic to your website.

    The Science Fair is part of an intentional set of coalescing activities working towards a strategic objective, not a stand alone event.

    It should be part of a clearly thought out set of strategic, intentional, activities designed to give our schools authenticity, relevancy to our audiences, and showcase our qualities as a school.

    HOW TO DOCUMENT YOUR SCIENCE FAIR

    BEFORE AND AFTER COMPARISONS 

    Share pictures or videos from the beginning stages of the project, such as brainstorming sessions or initial designs, and then follow up with images or footage from the completed project. 

    This demonstrates the progression and growth of students’ abilities over time.

    STUDENT TESTIMONIALS

    Video testimonials from students talking about their experience of participating in the Science Fair. They could talk about what they learned, challenges they overcame, and how they improved their skills through the process. 

    PARENT PERSPECTIVES

    Video testimonials from parents about the changes they’ve noticed in their children. They could talk about their child’s increased interest in science, improved work ethic, or growth in confidence as a result of the Science Fair. Also, knowing what kind of families are already at the school is an important factor in the enrollment decision making process for potential families. 

    TEACHER INSIGHTS

    Have teachers provide their perspectives on student growth. They can discuss how students’ understanding of scientific concepts improved, or how they saw students develop critical thinking and problem-solving skills during the project. It is also a great opportunity for families to get to know the teachers in a more meaningful context.

    PROGRESS THROUGH SOCIAL MEDIA

    Document the journey of students through regular short videos shared on social media. This gives an authentic view of the effort and learning that goes into each project, highlighting the growth and development of students.

    BRING IN EXTERNAL EXPERTS 

    We should already have relationships with local university staff, business professionals, etc. Ask them to judge the competition. Their feedback provides invaluable content. Comments on students’ understanding, presentation skills, and innovation is an excellent way to validate the learning outcomes of the event.

    GRADE ONE TO SIX COMPARISON

    Empower families with insights into Grades 5-6 progress, fostering confidence for long-term enrollment decisions, not just year-by-year choices.

    IN CONCLUSION

    In the twenty-first century, documenting growth is becoming the tool in education marketing, creating compelling narratives which document the growth and development of children in a way that aligns with the school ethos and the beliefs and values of the families who send their children to the school.

    Done right, your school won’t need to worry about USPs, because your personality will shine through, and resonate with the families you want to attract.

     

    Written By Philip Lee

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