With the development of the Internet, the situation has changed. The Internet is becoming a source of information more and more popular with students, after the teaching team and those around them. But how do they use this tool to find their future school? And you, how can you use this information to guide your digital strategy and thus recruit new students? The answer, a little lower Guidance: what are students looking for on the Internet? Keywords associated with orientation Thanks to keyword research tools (SEMrush, Keyboard Planner, Google), we notice that the keywords associated with the “guidance” request mainly concern information and guidance sites intended for students. We find in particular those of ONISEP or Orientation pour. Thanks to the data provided on Insight, we see that the research is also carried out on sites such as Imagine ton lesmetiers.net or . Unsurprisingly, these are general orientation websites.

ES? L ? etc. The most popular topics on the Internet According to an APEC / Le Monde survey , students mainly seek information on: The course of the course Details of the planned training Potential outlets after training The cost of training Feedback from students or former students on forums. The determining factors in the choice of orientation When Finland Phone Number List do not have precise ideas of their future profession, they generally choose their orientation according to their tastes and preferences for a discipline, or their academic results. They often choose general training, not very restrictive and likely to open other doors to them. Then, other criteria are taken into account such as the reputation of a school, the recognition of the diploma, the notoriety of an establishment, the size of the school, the geographical proximity, the registration fees, etc. These criteria mainly concern so-called selective schools.

What Strategy Should You Adopt?

Obstacles encountered in their research Generalist guidance sites are often perceived as too general. Pupils often feel drowned in information, or on the contrary, they deplore a lack of information on possible training. If there is information, they have difficulty finding an answer to their question; navigation on these sites is often not sufficiently fluid, intuitive and interactive. More generally, outside the Internet, students find that “the means and information tools made available to [them] to help them in their choice of career path are very limited and often inefficient”. ( Le Monde survey) This contrasting inventory highlights the opportunities to be seized as a school or training establishment. The difficulties encountered by students on the Internet, the lack of clear information and typed queries on the Internet are tools that you must use to guide your digital strategy , whether it is SEO , SEA or Social Media.


What strategy should you adopt? Increase your visibility with a natural referencing strategy Thanks to an in-depth analysis of the keywords associated with student research, we can optimize your natural referencing. By choosing the right keywords, your school site will rank higher on search engines. To put it simply, every time a student goes to Google to search for their orientation, they are likely to see your site and visit it if the selected keywords match their query. The content on your site must therefore contain the most relevant keywords. To give weight to your site, you must also write content of at least 300 words on web pages. To do this, write paragraphs, structured by tags, which meet the expectations of students, parents, companies, etc. This represents a double advantage. You first optimize your SEO, then you attract students through a content and inbound marketing strategy.

Guidance: What Are Students Looking For On The Internet?

Research on related keywords also teaches us an interest in quizzes and orientation tests, especially the IMADU test. Among the questions that come up the most, we mainly find: What job for me? What job am I made for? What to do after a bac S? Seduce students on social media Social networks are mainly used by young people, and in particular those of Generation Z , the one that interests you the most for the recruitment of new students. In addition to considering them as communication tools to stay in touch with their friends, social networks are seen as sources of information. Thanks to social networks, you reach your target where most of it is. On Snapchat, Facebook, Instagram or Twitter, you can communicate with them and provide them with information as well as help in their choice of direction and the steps to be taken.

Instagram advertising orientation But to seduce them, you have to put in the form. It is therefore important to know your target. Our last article (“How to reach generation Z on social networks?”) Will be very useful to you. The content should be presented in a very visual and fun way. Young people particularly appreciate information through images. So offer informative content in the form of a video. It can be live on Facebook or Twitter (Periscope) to show the living environment of your establishment, tutorials to help them with their registration, filmed testimonials from former students, etc. It can also be interesting to post these videos on YouTube which they use a lot and which they consider to be a good source of information. You can take inspiration from YouTube channel, whose orientation videos have totaled more than 282,000 views.


Leave a Reply

Your email address will not be published.