Search optimization for schools that want to stand out

Search engine optimization (SEO) goes beyond keywords: it’s everything from content and UX on the front-end to schema and technical fixes on the back-end. While we also do AI and generative engine optimization (see below), search engines include everything from Google to Bing and Yahoo to YouTube and Tiktok and more. Wherever people search, there’s an opportunity for optimization. 

SEO for higher education is so important because prospective students are making some of the highest-risk buying decisions they’ll ever make — and doing some of the deepest research they’ll ever do. We help schools strengthen their technical foundation, create content that brings value, and structure pages so they perform better over time. If you’re feeling dependent upon digital ads, SEO is your sustainable solution to discovery. It’s marketing that works as hard as you do.

AI, generative engine optimization (GEO), and large language models (LLMs) are revolutionizing how prospective students research programs and discover schools. There’s a lot of hype, but it’s easy to get overwhelmed by it all, especially when leadership asks, “So — what’s our AI strategy?”

Here’s what you need to know: you don’t need the latest and greatest in technology to have an effect. Yes, you can take advantage of the foundation you’ve already built. And finally, worrymore about students and lessabout the robots. Direct Development helps translate emerging search trends into practical steps for schools like yours, ensuring you not only show up where you need to, but can prove the overall impact.

It starts with the fundamentals. From header hierarchy and meta tags to content structure and internal linking, we fine-tune every element on your web page to align with both user intent and search requirements (SEO, AI, GEO, etc.). We take a holistic approach, designed to make your website more intuitive, relevant, and discoverable. So those right-fit students find you — and themselves — in your programs.

Behind every great website is a strong technical foundation. We dig into the details — site speed, mobile responsiveness, indexing, structured data, and more — to eliminate the roadblocks that keep search engines (and students!) from fully engaging with your content. The result? A site that runs smoother, ranks higher, and works harder for your enrollment goals.

Content is what fuels your enrollment engine. Content that’s been crafted with search in mind provides a more sustainable approach for driving traffic to your site and generating right-fit leads. However, you can’t just create content to create content. Do that, and you’ll add to the noise.

At DD, we believe every piece should have its place amongst a larger content strategy — one that provides real value, spans the entire student journey, and sets your institution up as a trusted authority. 

Here’s what that looks like: by using a blend of audience and keyword research, we get to know your prospective students — the questions and concerns they have, the motivations that drive them, the touchpoints that matter most. And from there, we create a strategy that ensures your content doesn’t just get seen — it gets results.

Change might be constant, but you don’t have to guess where you stand. Our audits give you insight into the search landscape: how your school stacks up against competitors, where opportunities exist, and what changes will move the needle. Get tangible next steps to steer your institution or program in the right direction.

Finding the right keywords isn’t about chasing rankings — it’s about understanding the questions students and families are really asking. We dig into search behavior and intent to uncover the language that connects your school’s story with the people actively looking for it. The result? Smarter content that resonates and performs.

If you’re relying on your brand name to bring you students from all across the globe, you’re Harvard, and congratulations! But most schools should leverage their location or their programs — and oftentimes both — to get in front of new audiences. People may not be searching your name directly, but people are searching for what you offer. DD can help optimize for both local visibility and program-specific keywords, ensuring prospective students find the opportunities you’re working so hard to provide.

YouTube is the second-largest search engine in the world — and students are already there, searching for answers. From titles, descriptions, and tags to crafting videos aligned with search intent, Direct Development supports schools that want to get more visibility, more engagement, and more prospective students connecting with their story.