How can I get more organic student visibility on my Keystone listing pages?

To help increase the visibility of your program pages, Keystone’s search and listing product managers have shared 10 specific action points on what you can do to increase the visibility of your programs right now.

Attracting the attention of prospective international students during their crucial search and discovery phase can be tough. One way to boost your visibility is by ensuring your programs rank high when students search on our websites.

We prioritize relevancy as a key factor in rankings. This means making sure your program aligns with what students are searching for—both in terms of the field of study and location.

To improve your visibility, here are 10 actions you can take in SmartHub to improve your visibility:

• Include the Field of Study Keyword: Ensure the primary field of study is mentioned in the program title.
  Example: Instead of "Master's Program," use "Master's in International Business Management."
• Add the Location (if relevant): Include the location if it's important to the program.
  Example: "MBA in Finance – London Campus."
• Specify the Degree Level: Mention whether it’s a Bachelor’s, Master’s, Diploma, etc., to capture searches based on degree levels.
  Example: "Bachelor of Science in Computer Engineering."

• Begin with the Field of Study: Start by mentioning the main field of study.
  Example: "Our Bachelor’s in Psychology program explores human behavior and mental processes…"
• Use Keywords 2-3 Times Naturally: Incorporate the primary keyword without sounding forced.
  Example: "This psychology program offers in-depth knowledge in clinical psychology, cognitive psychology, and social psychology."
• Include Location Details: Mention the city, country, or campus location.
  Example: "Located in the vibrant city of Barcelona, our program provides…"
• Use Synonyms and Related Terms: Use related terms to capture a broader range of search queries.
  Example: For "Computer Science," also use "Computing," "Software Development," or "Information Technology."
• Highlight Unique Features: Mention special aspects, such as internships or partnerships.
  Example: "Our program includes a six-month internship with leading tech companies in Silicon Valley."
  
  

It’s important to optimize the Program Title and Short Description, as our search model heavily weights these fields.

Here's an example of an optimized program title and short description

Title: "Master’s in Cybersecurity Engineering – New York City Campus"

Short Description: "Our Master’s in Cybersecurity Engineering program in the heart of New York City prepares you to tackle the evolving challenges of digital security. Through hands-on experience in cybersecurity, information assurance, and network defense, you’ll gain the skills needed to protect organizations against cyber threats. Join us to become a leader in the cybersecurity field."

• Introduction/Program Overview: Reinforce field of study and location keywords.
  Example: "The Master’s in Environmental Engineering at our Sydney campus…"
• Headings and Subheadings: Use keywords in headings to improve readability and SEO.
  Example: "Career Opportunities in Environmental Engineering."
• Ideal Students and Career Opportunities: Align these sections with common search queries related to careers and student profiles.

• Maintain Natural Language: Ensure content reads smoothly. Overusing keywords harms readability and search rankings.
  Bad Example: "This psychology psychology psychology program…"
  Good Example: "This psychology program offers comprehensive courses in various psychology disciplines."

• Be Precise: Avoid vague terms. Clearly describe what the program offers.
  Example: Instead of "This program offers advanced studies," use "This program offers advanced studies in Renewable Energy Technologies."

• Keep Content Fresh: Regularly update program information to reflect changes or new offerings.
  Tip: Use the “Announcements” section to share relevant news, including keywords.

• Meta Descriptions and Tags: If possible, include keywords for better search engine indexing.
• Content Length: Keep short descriptions between 150-200 words for optimal engagement.

• Use Student-Centric Terms: Incorporate phrases that prospective students are likely to use.
  Example: "Looking to pursue a career in digital marketing? Our program offers…"
• Answer Common Queries: Address frequently asked questions.
  Example: "No prior experience in coding required—this program starts from the basics."

• Include Recognized Credentials: Mention accreditations or rankings to boost credibility.
  Example: "Ranked among the top 10 programs for International Relations by XYZ Ranking."

• Call-to-Action (CTA): End your description with a compelling CTA.
  Example: "Enroll now to kickstart your career in graphic design!"

We hope you find these ten action points useful to boosting the visibility of your programs and maximizing the value you get from your Keystone listing.

Don’t forget to focus your efforts on your program title and short description as a priority, and to be student-first in your approach to editing.

To begin,  you can edit your program in SmartHub and if you have any questions reach out to your Customer Success Manager.