How to Use Google My Business and Local Listings to Increase Student Leads

To increase student leads using Google My Business (GMB) and local listings, you should optimize your GMB profile thoroughly, ensure consistent and accurate local information, and leverage features that drive engagement and inquiries.

Key strategies include:

• Complete and optimize your Google My Business profile: Fill out every section with accurate details such as your institution’s name, local phone number (not toll-free), address, and business hours. Use the exact same business name and address across all online platforms to improve local search ranking and trust.

• Link your website properly: Connect your GMB profile to your website, ideally to location-specific or program-specific pages rather than just the homepage if you have multiple programs or campuses. This helps capture leads more efficiently by directing prospects to relevant content.

• Encourage and respond to reviews: Positive reviews increase your profile’s credibility and visibility. Responding to reviews shows engagement and builds trust with prospective students.

• Use local phone numbers and ensure someone answers calls: This improves your local ranking and ensures you don’t miss potential student inquiries.

• Leverage Google Posts and Q&A features: Share updates about upcoming information sessions, application deadlines, or scholarship opportunities directly on your GMB profile to engage prospects actively searching for your institution.

• Manage multiple locations carefully if applicable: If your institution has multiple campuses or service areas, create separate GMB listings for each, ensuring they have distinct addresses and staff servicing those areas to comply with Google guidelines.

• Integrate personalized website content with local listings: Use data from website visits and GMB interactions to serve personalized content (e.g., program info, fee waivers) that increases conversion rates by addressing specific student interests and intent.

By combining these tactics, you create a strong local online presence that meets prospective students where they search, increasing the likelihood of generating qualified student leads through Google My Business and local listings.