Your RTOs Quick Guide to SEO
Introduction
Today, having a strong online presence is essential for Registered Training Organisations (RTOs) to stand out from competitors and win prospective students.
Search Engine Optimisation (SEO) is a strategy that can help RTOs enhance their visibility on search engines like Google, Bing, YT, etc.
This quick guide will cover the essentials of SEO tailored specifically for RTOs.
1. Keyword Research
Begin by doing some research on what keywords you might like to rank for. What services does your RTO provide? Search them up in an incognito Google Chrome tab and see what comes up – is your business there?
If not, write it down as something you would like to start targeting, so you can rank higher and get the attention of students who are searching those words.
2. On-Page SEO
There are two main types of SEO for websites – On-page, and Off-page. Let’s start with On-page: Are you including the following on your website?
- Title Tags & Meta Descriptions: Include primary keywords and keep them under 60 characters for titles and 160 for descriptions. (You might need to install a WP plugin to add Meta Descriptions to avoid coding)
- Header Tags: Use H1 for the main title and H2s for subheadings, incorporating keywords naturally.
- Content Quality: Create informative, engaging, and original content related to your courses and industry. Aim for a balance of keyword density (1-2%).
- Images and Alt Text: Use relevant images and optimize them with descriptive file names and alt text that includes keywords.
3. Local SEO
A huge but often overlooked part of SEO is local SEO. I can’t tell you how many businesses we have worked with that have had 1000s of students and don’t bother collecting Google Reviews! It is a huge missed opportunity for social proof for prospective students, as in 2021, 81% of consumers said they read Google reviews (BrightLocal).
- Google My Business: Set up and optimize your listing with accurate information, photos, and regular updates. Be sure to collect reviews from your students once they complete training with you.
- Local Keywords: Incorporate local keywords into your content (e.g., “RTO in Melbourne”).
- Citations: Ensure consistent NAP (Name, Address, Phone number) across all online platforms and directories.
4. Technical SEO
On your website, you are going to want to ensure that you hit the following, this includes, but is not limited to:
- Mobile Optimisation: Ensure your site is mobile-friendly as many users will search for courses on their devices.
- Site Speed: Optimise loading times with compressed images and efficient coding.
- Secure Site (HTTPS): Use an SSL certificate to secure your website – this is essential as Google Chrome will prompt users to not enter the site if your website is missing this.
5. Content Marketing
Content marketing is a great way to get new students, as just as you ended up on this article, so could students on yours! Consider the below:
- Blogging: Regularly publish blog posts on industry trends, tips for students, and course information to establish authority.
- Video Content: Create videos explaining courses or providing student testimonials, which can enhance engagement and put your RTO ahead of others.
- FAQs: Develop a comprehensive FAQ section addressing common queries about your courses and the training process.
6. Link Building
The more references a medical article has usually means it is more reputable, this is the same with a website. If more websites link to yours, you might see a boost in rankings as Google sees it as a more reputable source.
- Internal Links: Link to other relevant pages on your site to keep visitors engaged and improve SEO.
- External Links: This one is a bit of a tricky one. Many businesses pay for backlinks, however this can be risky. If you make good, educational content, you might see increased backlinks from other sources anyway.
- Partnerships: Collaborate with other educational institutions or industry partners for guest posts and reciprocal links.
7. Monitoring and Analytics
How can you know if your SEO is working if you aren’t tracking anything? Make sure to install tracking software on your RTO’s website so you can monitor progress and adjust accordingly. Google Analytics and Google Search Console are the most common and free to setup:
- Google Analytics: Track visitor behavior, traffic sources, and conversion rates to measure success and identify areas for improvement.
- Google Search Console: Monitor site performance, check for errors, and understand how users find your site.
Conclusion
Hopefully, some of the strategies above have helped you think about how you could use SEO for your RTO to get more students. While SEO isn’t an ongoing service we offer at the moment, as part of our website builds, we ensure your site is SEO optimised at handover and we can also provide consulting on SEO strategies.
Feel free to get in touch if you need help!