How to build a keyword strategy that drives enrollment

This is Part 1 of a 3-part series.

As an SEO strategist with EAB’s Digital Agency team, one of the most common concerns I hear from higher ed marketers is how to maintain or improve site visibility in organic search. That’s getting trickier as AI reshapes how students find information, but it’s critical to get it right. According to EAB research, 81% of students say a college website helped them decide whether a school was the right fit.

An AI-ready SEO strategy starts with a strong foundation: core SEO principles, AI-optimized keyword tactics, and a balanced approach to ranking for both branded and non-branded search terms—those that directly include your school’s name vs. those that don’t.

In part one of a new blog series on on-page SEO, I’ll break down what branded and non-branded keywords are, why both matter in SEO for higher education, and how to create a balanced strategy that increases visibility and drives site engagement.

What are branded keywords?

Branded keywords are search terms that explicitly include the name of your institution. Examples of branded search terms for Bear University (fictional institution) would include:

• “Bear University admissions”
• “Bear financial aid”
• “Bear University computer science ranking”
• “Bear University MBA program”

Traffic from branded keywords often indicates that the user is familiar with your school. This traffic might be from prospective students who are further along in their decision-making process, a current student, or an alumnus. Their intent is often direct and focused on a specific aspect of your institution.

What are non-branded keywords?

Non-branded keywords are search terms that do not include your university’s name. These are often broader terms related to academic programs, fields of study, location, or university types. Non-branded keyword examples for university websites include:

• “best colleges in Georgia for engineering”
• “online master’s in public health”
• “affordable liberal arts colleges”
• “universities pre-med programs near Atlanta”

Traffic from non-branded keywords represents an opportunity to reach prospective students who are still exploring their options and may not yet be familiar with your institution.

Learn How One College Boosted Organic Search by 15% Through Targeted Web Optimization

Why is optimizing for branded keywords for colleges important?

Optimizing for branded keywords is crucial because your institution can:

1. Own AI Overview presence: With the rise of the AI Overview in Google, optimizing for branded keywords like “[Your University Name]’s application requirements” ensures your college’s official information is presented in Google’s AI Overview. This allows you to control the narrative presented by AI and direct prospective students to the correct page for information, such as linking directly to application requirements.
2. Connect with high-intent users: Prospective students searching with your university’s name demonstrate a strong interest in engaging with your institution in meaningful ways like requesting information, applying, or visiting campus.
3. Ensure prospective students find the correct information: Prominent rankings for branded terms guarantee that engaged prospective students find accurate and up-to-date information from your website (e.g., a prospective student searching for “Bear University campus tour” should find your virtual tour page).
4. Maximize ROI of marketing efforts: Targeted SEO for enrollment growth enhances the impact of marketing campaigns, including print or email outreach that promotes cam-pus visits, degree programs, or alumni engagement. Strong organic rankings for related branded terms ensure these efforts lead to online engagement. For example, prioritize keywords like “[University Name] undergraduate business degrees” and align them across your marketing channels.
5. Gain valuable insight into overall interest: Analyzing branded search volume trends can indicate the success of recruitment efforts, such as a spike in “[Your University Name] application deadline” searches. It could also signal a need to adjust your strategy.

Learn More About the New Rules for .Edu Keyword Optimization in AI Search

Why is optimizing for non-branded keywords for colleges important?

Optimizing for non-branded keywords is crucial for:

1. Reaching new audiences and expanding awareness: Non-branded searches allow prospective students who are just beginning their enrollment journey to discover your university. Ranking for terms like “top nursing schools in Missouri” can introduce your nursing program to a wider pool of potential applicants who were not specifically looking for your university.
2. Influencing early-stage decision making: By providing valuable content that answers prospective students’ questions in the research phase (e.g., “what are career options with a sociology degree?”), your university can position itself as a knowledgeable and trustworthy resource, potentially influencing students’ future choices.
3. Attracting a larger volume of potential applicants: Typically, the search volume for non-branded keywords is significantly higher than for branded terms. Effectively targeting these broader terms can lead to a substantial increase in overall website traffic and ultimately, applications.
4. Understanding market trends and competition: Analyzing the non-branded keywords for which your university and competitors rank can provide insights into popular programs, fields of study, and keywords.

So how do institutions balance these two keyword types in practice?

What percentage of branded and non-branded keywords should a college have?

The ideal ratio of branded to non-branded keywords for a university will vary depending on factors like the institution’s brand recognition, number of pages on the website, and number of degree programs offered. The examples below compare branded vs. non-branded traffic from two real institutions of different sizes. The “branded terms” brought in more traffic, but the ratio of branded vs. non branded varied from 7% for the smaller institution to 26% for the larger institution.

Four key takeaways from this example:

• A lower percentage of branded traffic is relative to school size, brand awareness, and reach.
• A larger university (total enrollment of ~67K, in this example) would naturally have a larger branded footprint due to more brand recognition and searches including the school’s name or program names.
• Despite these differences, branded terms consistently generate the most traffic for institutions of all sizes because users searching with the university’s name are typically further along in their decision-making process and actively seeking the institution’s website.
• Non-branded terms offer broader visibility, especially for larger institutions with more programs and content opportunities.

A balanced approach to higher ed SEO

A strong SEO strategy for colleges and universities hinges on balance—optimizing both branded and non-branded keywords. Branded terms capture high-intent traffic and protect your institution’s online presence, while non-branded keywords broaden visibility, attract new audiences, and influence students early in their search journey. There’s no perfect ratio, just the right mix to meet your goals. Every institution benefits from a content strategy that targets familiar searches and introduces your school to new audiences.

By understanding the unique value of each, your institution can create an AI-ready, enrollment-focused SEO plan that boosts visibility and connects prospective students to the information they need, when they need it.

Need support navigating the changing search landscape? EAB’s Digital Agency offers strategic SEO and web content services tailored to higher ed enrollment goals.