Online Program Management (OPM) companies have completely changed the way universities expand their online footprint through their expertise in higher education marketing, recruitment, and enrollment—but let’s face it, the game is changing.
If your strategy still leans heavily on paid advertising to drive student applications, you’re probably feeling the pinch. That’s because in 2025, this approach comes with some serious challenges:
- Cost-per-click has increased by 13% year-over-year
- Competition for keywords like “online MBA” has reached a fever pitch
- Regulatory scrutiny on revenue-share models is intensifying
- Many online programs are battling enrollment declines
The result? Higher acquisition costs and lower margins. Not exactly the growth trajectory you promised your university partners.
But there’s a massive opportunity hiding in plain sight: SEO.
Why SEO Should Be Your Next Strategic Priority
Imagine you’re a student thinking about deciding on a university. What’s the first thing you do? You Google it.
Prospective students are actively searching for answers, and if your programs aren’t showing up, you’re losing out on high-intent leads. That’s where SEO comes in.
Right now, SEO is one of the most powerful tools for OPMs because:
Students start their journey on Google
When looking for a college or university, 58% of prospective students turn to search engines.. They’re searching for things like:
- “Best online psychology master’s programs”
- “Affordable data science degree”
- “How long to complete nursing BSN online”
And, if your programs aren’t showing up on page one for these queries, you’re missing out on high-intent prospects who are actively looking for what you offer.
The math makes sense
Every student who finds your programs through organic search represents thousands of dollars saved in acquisition costs. While paid ads stop performing the moment you stop paying, SEO benefits compound over time:
- Year 1: Build the foundation, see initial improvements
- Year 2: Gain momentum, reduce paid spend
- Year 3: Establish dominance, dramatically lower CPE (cost-per-enrollment)
One of our OPM clients reduced their cost-per-enrollment by 38% after implementing a strategic SEO program across their managed institutions.
It leads to better conversion rates
Students who discover programs through organic search often convert better than their paid traffic counterparts. Why? They’re actively seeking solutions rather than being interrupted by ads.
These prospects are typically further along in their decision journey and show stronger intent signals—making them more likely to complete applications and ultimately enroll.
Where Most OPMs Fall Short With SEO
Even with deep expertise in digital marketing, it’s easy for OPMs to run into SEO challenges that can impact visibility and performance. Relying on microsites, for instance, or not fully aligning with how prospective students search online are some of the common pitfalls.
The good news? Once you notice these mistakes, you can fix them, and we have the solutions to help.
1. The microsite trap
Building separate program microsites instead of working within the university’s main domain. These standalone sites lack the domain authority needed to compete in search results.
The fix/solution: Develop program pages that leverage the university’s existing domain authority while maintaining your marketing control.
2. Content duplication nightmares
Creating competing program pages that confuse both Google and prospective students. When the main university site and your OPM-managed pages contain similar but conflicting information, everyone loses.
The fix/solution: Implement a clear content governance strategy that eliminates duplication and creates a seamless user experience.
3. Missing the keyword mark
Optimizing for how institutions think about programs rather than how students search for them.
Students rarely search for “Master of Business Administration”—they search for “online MBA no GMAT required” or “best affordable MBA programs.”
The fix/solution: Build your content strategy around real student search behavior, not institutional language.
4. Technical SEO failures
Slow page load times, poor mobile experiences, and unclear site architecture can tank your rankings. Google prioritizes sites that offer excellent user experiences.
The fix/solution: Conduct regular technical SEO audits and fix issues before they impact rankings.
5. Content desert syndrome
Most OPM-managed program pages are content-poor, answering only the most basic questions. They lack the depth needed to capture long-tail search traffic.
The fix/solution: Develop content hubs around each program that address the full spectrum of student questions and concerns.
How to Build an SEO Powerhouse for Your OPM
By now, it’s pretty much understood that SEO is your best solution for driving organic traffic and increasing enrollments. However, simply knowing SEO is important isn’t enough since success comes from executing the right approach. And when done right, SEO will bring in the right students who are ready to take action.
Ready to transform your approach? Here’s your roadmap:
Step 1: Conduct a full-spectrum SEO audit
Start by understanding where you stand. Analyze your current program pages for:
- Technical issues impacting performance
- Content gaps and opportunities
- Keyword targeting misalignment
- User experience barriers
- Competitor positioning
Step 2: Develop a student-centered keyword strategy
Map the complete student journey from initial research to application. For each stage, identify:
- High-volume, high-intent keywords
- Long-tail opportunities with lower competition
- Question-based queries that signal research mode
- Location-specific search patterns
Step 3: Create content that converts
Build out program pages that actually answer student questions:
- Clear program overviews with scannable benefits
- Transparent cost information
- Specific career outcome data
- Student success stories
- Faculty credentials and access
- Application requirements and deadlines
Step 4: Build authority through strategic content
Develop supporting content that establishes topical authority:
- Program-specific blogs addressing common questions
- Industry trend analysis relevant to your programs
- Career guidance content for prospective students
- Student experience insights
- Application and financial aid resources
Step 5: Measure what matters
Move beyond basic traffic metrics to track:
- Organic traffic to application conversion rates
- Cost-per-enrollment from organic channels
- Keyword ranking improvements
- Page-level engagement metrics
- Return on SEO investment
SEO as Your Growth Engine
Rising ad costs and intensifying competition are making paid advertising marketing less effective, and SEO offers a smarter, more sustainable path forward for OPMs.
By building a strong organic presence, you’ll create a sustainable competitive advantage that delivers value to both your company and your university partners.
Want to see how your OPM programs measure up? Our team specializes in SEO strategies specifically designed for online program management companies and higher education institutions.
Take the Next Step
- Schedule a free 30-minute consultation to review your current program marketing approach
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