New Research Reveals Colleges Risk Losing Out As Competitors Double Down On Digital Marketing

BEDFORD, U.K. - Feb. 21, 2025 - PRLog -- The research, which analysed SEO performance across 100 FE college websites, found that a staggering 25% of institutions lack even the most fundamental SEO practices, making it harder for prospective students to find them online. While many colleges continue to rely on traditional advertising methods such as radio and transport ads, private and online education providers are leveraging digital marketing—particularly SEO—to capture student interest and drive enrolments.

Findings included that 15% of college homepages had empty meta descriptions, while only 8% mentioned 'courses' in these key fields—missing a vital opportunity to showcase their offerings in search results. Additionally, 28% of colleges failed to include a single H1 heading tag on their homepage, an essential factor for both search engines and user experience. Private and online education providers are capitalising on these issues and seizing this opportunity, using SEO to dominate search rankings and attract students who would have traditionally enrolled at further education colleges.

With over 1.6 million adults participating in further education and skills training annually, the competition to attract students is fierce. Unlike schools, where enrolment is often dictated by catchment areas, colleges must actively market themselves to students across a wider region. Without a strong digital presence, institutions risk losing potential students to private and online education providers that prioritise SEO.

"Our research shows that SEO isn't just a 'nice to have'," explains Carl Darnell, founder of CRDOne. "It's an essential tool for colleges looking to future-proof their student recruitment strategies. If they don't act fast, they risk being outpaced by competitors who understand the power of digital marketing, particularly private providers."

The report provides actionable steps for FE marketing managers, ranging from quick wins to longer term strategic recommendations.

To download the full report or for more information about CRDOne, please visit www.crdone.digital.