Introduction
The purpose of this report is to review the holistic search needs and practices of universities in Scotland. In order to assess the current state of play, we analysed 15 universities in total including:
- Abertay University
- Edinburgh Napier University
- Glasgow Caledonian University
- Heriot-Watt University
- Queen Margaret University
- Robert Gordon University
- University of Aberdeen
- University of Dundee
- University of Edinburgh
- University of Glasgow
- University of St Andrews
- University of Stirling
- University of Strathclyde
- University of the Highlands and Islands
- University of the West of Scotland
At Storm ID, digital marketing encompasses two main pillars: search engine optimisation (SEO) and paid media. Working in tandem, these two disciplines help to ensure your web property occupies as much space as possible in the search engine results pages (SERPs) and attracts more qualified traffic.
As universities strive to meet demanding recruitment targets in an increasingly competitive market, honing a comprehensive digital marketing strategy is essential to meeting these objectives.