From our research, at ProviderMasterMind, we find that most FE providers get 70% or more of their web traffic Google.
Put these two findings together and it is clear that Location based searches are important and you need to consider this when producing web pages.
But it isn’t just on the web that this type of behaviour occurs.
For years we’ve advertised local courses, for individuals and businesses, in local printed media. A lot of advertisers didn’t realise it but the ads that worked best carried the location in their headlines. And if your name contained a location that was even better e.g. Mytown College or MyTownTraining.
The basic rule in local advertising was location, location, location. But, sadly many advertisers didn’t realise this and missed out.
Today we are told we need to think about demographics. In fact I often labour this point as well. But location is also important.
So a page title or headline that contains your location will almost always out perform one that doesn’t.
A few years ago I proved this point with a provider that wanted to promote apprenticeships in a competitors territory. The competitors website was named MyTownTraining.ac.uk, but when we produced a location rich page on a site that was on AnotherLocationCollege.ac.uk we still managed to get the number one slot on Google for the location we targeted. In other words we outperformed the MyTownTraining people on their own patch.
Sometimes we need to promote training in a location far from home.
In this case the use of location focused marketing works, but there are some pitfalls. We need to use the right terminology. For example one provider I know promoted courses in the US. The only problem was they promoted autumn holiday courses .. and the locals used words like vacation and fall.
The message here is to think in the local language when promoting geographically.