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A scalable software platform for all budgets.

Recruit students, help parents stay connected, and empower your staff to easily update content with premium communications products and tools.

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Schools love how Finalsite finds what makes them unique and translates that into an authentic digital experience.

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Schools turn to Finalsite's consultants for their decades of experience developing and executing a digital marketing strategy.

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Portals provide a safe and secure place for your community to access information that's just for them on every device.

Sarah Gordon, Assistant Director of Communications
Choate Rosemary Hall

A best-of-breed approach to give you the "all in one" solution you need.

We focus on the critical function of marketing and communication, while leveraging relationships and integrations with 70+ partners to provide a more seamless experience between the school and your constituents.

A team of 200, Finalsite has been serving schools worldwide for 20 years.

Our business has been for and about schools since the beginning, which is why 95% of clients stay with us year over year.

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Our secure integrations with popular MIS providers mean you can replace timely manual data uploads with our automatic transfers for a seamless solution.

Sarah Gordon, Assistant Director of Communications
Choate Rosemary Hall
  • Independent Schools
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Blog Optimisation Tips: The Importance Of A Blog
Sarah Englebert

Blogging can be time consuming, which is why it’s important to master how to get the most out of your blogs. Whether you’re creating one school blog a month, or have an existing blog that you want to take to the next level, these tips uncover the importance of the school blog and how to optimise your blog content with search engine optimisation (SEO).

Laptop on table with purple flowers and a cup of tea

The Importance of a Blog

Blogs play an important part in the ranking of your school website in search engine results pages (SERPs). Below we’ve compiled a handy list of the 2019 top Google ranking factors. 

  1. Content (Make the most of keywords in your blog)

  2. Internal & external links

  3. User intent

  4. CTR (Click-Through Rate)

  5. User experience

  6. Title tags

  7. Freshness (At least one quality blog a month is recommended)

  8. Speed

  9. E.A.T (Expertise Authority Timeless)

  10. SSL Encryption  

Staples of Blog Optimisation

As we know, creating blogs can take a considerable amount of time, even when enlisting others to contribute, such as students and alumni, considerable time is required for edits and styling. After investing resources in blog creation, you'll want to make sure you're optimising for search engine optimisation (SEO). Here are Finalsite's recommendation for top staples to achieve SEO friendly blogs while maintaining the quality!

  • Title Tag - For every blog you create, you should include important keywords and include this in the title tags. Try to keep the title under 65 characters and use ‘answering titles’ such as; how to prepare, top tips for, 5 ways to and so forth, which will help users when searching for something specific.

Creating A Blog Post

  • Metadata Descriptions - A meta descriptions are the lines that appear under the title tags and it impacts organic search results. Google is tracking what links people click on, so make sure you include your target keywords and bold them to make them stand out! Keep your metadata description under 154 characters. Try using the ‘So What’ factor?’ Make it appeal to your audience and you may need to tweak your metadata description throughout the year to make it relevant.

Digital marketin Analytics

  • URL Creation - Your URL doesn’t have to be exactly the same as the title. For example, if your blog title says ‘how to use social media to promote a school event’, your URL can then be ‘social media tips for school events’. It’s important to watch out for spelling mistakes. Google identifies spelling errors which can, in turn, reduce your school website’s credibility. If you do spot any spelling mistakes, make sure to update and redirect so everyone reads the new page.

  • Content Formatting - One way to improve readability for your audience is to section your content using bullet list and numbers. It's a great way to digest information and for search engines to find your blog. Search engines look for consistency, so make sure when using formatting and punctuation you’re being consistent. In addition, be consistent with the use of contractions in your blog writing.

  • H Tags- These help search engines identify headings and subheadings. The higher H Tags (H1/H2) are seen as more important than H5. It also helps to break up the content for users and search engines. Incorporate keywords wherever possible, but if you think it doesn’t sound natural when reading it back, don’t sacrifice the quality of your blog.

  • Images & Video - As a school marketer, you have amazing photos of the classroom, day trips and events, so make sure you’re adding those images to your blogs. However, before you add images to your blog post, make sure you’re compressing the images beforehand. Composer optimises automatically and there are many free compressions tools you can use, such as Imageoptim, that take just a few seconds to compress. Google also analyses how long users spend on a single web page. The longer a visitor spends on a page the more relevant Google perceives a page to be. If your prospective families are spending 5-10mintues on your site that is a positive factor. Increasing time spent with images is nice to have and helps break up content. Videos are great to include in longer blogs and often it’s where you’ll see time spent on a page increase e.g. A 1-minute video or longer will keep users on the page.

Female shooting a video

Internal Linking - This helps search engines understand the architecture of your website and how your pages relate to one another. Over time, internal linking helps to boost your authority and assists in increasing your SERP ranking. Internal linking helps users access further information and leads to potential longer visits. End every blog post with a call-to-action, it’s very important to direct users to the next step even if it’s just to learn more. 

Key Takeaways

The key is to use blogs as a strategic approach with simple SEO tasks to gain traffic. Remember, the title of a blog should include keywords to help users when searching for something specific. Make sure to use H Tags to help breakdown the content as it's easier for users to digest. When using your lovely school photos, make sure they are all compressed before uploading them, this will help your school website download speed. It’s important you use internal and external links, it guides users to extended information and keeps them on your site longer. Lastly, it’s important to end every blog with a call-to-action in order to direct users to the next step.  


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Digital Marketing and SEO expert

As an Internet Marketer on Finalsite’s Consulting Services team, Sarah has worked with over 100 schools domestically and internationally to improve their online presence with SEO and PPC. In her free time, she can be found spending time with her dogs (#dogmomlife), going to comedy shows with her boyfriend, and trying new restaurants in pursuit of the best gluten-free dishes. 

  • SEO

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