Specialty College & University (Education) SEO ROI

Educational institutions – particularly specialty colleges — ranked in our top 10 highest ROI for all client groups in the past 3 years. During that period, they gained an average of $2.4M / year in new net revenue directly resulting from SEO. Most of our clients in this niche were colleges specializing in niches such as visual effects, beauty, engineering, and pharmaceuticals. Their target audience tended to be 18 – 35 year olds from affluent areas.

To attract students, our strategy tended to center around landing pages that target transactional keywords, especially the words “school” “training” and “program”; writing ROI-centered articles about the value of degrees in specific fields; creating ranking lists of colleges and training programs; and writing about educational trends, especially distance learning when our client offers it. You can learn about our thought leadership service here.


Organic Traffic Growth

Other relevant SEO stats for specialty colleges and universities:

  • Average bounce rate: 40%
  • Average time on site: 3:14
  • Landing page conversion rate2: 1.4%

1 ROI is calculated by taking new revenue directly attributable to our organic SEO campaign within the 3 year period (including revenue from new customers’ referrals and upsells), then subtracting marketing costs and estimated COGS + overhead allocation. We used a 3 year period to account for longer sales cycles and the typical time frame required to see an accurate return from an organic SEO campaign. The last 2 quarters of 2017 are projected.

2 Conversion rate refers to the percentage of new SEO visitors who convert to a sales lead within 30 days of landing on the client’s website from a Google search results page