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Many schools and higher education partnerships that support the teacher pipeline are starting to feel the brunt of a $600 million cut in “divisive” teacher training grants announced Feb. 17 by the U.S. Department of Education.
The cost-cutting measures by the Education Department are part of a broader effort throughout the federal government initiated by the Trump administration. The initiative led by the Department of Government Efficiency, or DOGE, reported this week that the Education Department is leading among other federal agencies for the most savings in total funding cuts.
Two of the most common federal grant programs impacted so far are the Teacher Quality Partnership Program and the Supporting Effective Educator Development Grant, said Cheryl Holcomb-McCoy, president and CEO of the American Association of Colleges for Teacher Education. AACTE has been surveying its members to gauge the grant slashing effort’s reach.
Though the Education Department did not specify which teacher training grants programs were being cut, the agency said in its announcement that the reductions are targeting funds to institutions and nonprofits that were using training materials on topics such as critical race theory and diversity, equity and inclusion. The department added that “many of these grants included teacher and staff recruiting strategies implicitly and explicitly based on race.”
At American University in Washington, D.C., for instance, a Teacher Quality Partnership Program grant allowed the university to help paraprofessionals at Friendship Charter Public Schools earn a master’s degree in early childhood or special education, “which there is a real need for,” said Holcomb-McCoy, who previously served as dean of American University’s School of Education.
The multiyear federal grant — which covered the private university’s tuition for about 15 teacher candidates to get credentialed, Holcomb-McCoy said — was written to benefit Friendship Charter Public Schools, as well as to address special educator shortages throughout the city.. That funding was “essentially cut.”
“We talk about teacher shortages of special education, teacher shortages in subjects such as science and math and technology,” Holcomb-McCoy said. “Cutting these grants essentially is cutting off the pipeline for many aspiring educators to get into the profession, and it’s not helping us. It’s hurting K-12 districts in many ways.”
The grant also noted that it’s important to have a diverse representation of special education teachers trained in inclusive practices in Washington, D.C., schools, Holcomb-McCoy said. “The impact that that has on students with special needs is huge, and to stop that pipeline of people who aspire to work in that space is devastating to school districts and to communities and families.”
AACTE estimates that about 31 Supporting Effective Educator Development grants and as many as 75 Teacher Quality Partnership Program grants were recently canceled nationwide. The association is providing support to its members and plans to help them first appeal their cases to the Education Department.
AACTE is also exploring potential litigation options, Holcomb-McCoy said.
A hit to diversifying the teacher workforce
Many of the applications for federal grants that were cut were written to align with priorities related to diversity set by former presidential administrations. As a result, Holcomb-McCoy said, a lot of those grant programs intentionally sought to address issues over diversity, equity and inclusion.
Still, diversity in the teacher workforce has been a longstanding issue, she said. As the student population becomes more diverse, the hope has been to hire and keep teachers who are representative of their students.
The most recently available federal data on teacher demographics shows that in the 2020-21 school year 80% of teachers were White compared to 46% of students nationwide. Meanwhile, 28% of students were Hispanic and only 9% of teachers share the same background, according to the National Center for Education Statistics. Black students also saw an underrepresentation of classroom instructors at 15% versus 6%, respectively, during the same period.
“We’ve seen a decline in the number of undergraduates who want to go into teaching over the years, and quite frankly, we’ve just had a hard time recruiting and retaining teachers in certain areas. And these grants were written to address the communities in which they are serving,” Holcomb-McCoy said.
A December analysis by the National Council on Teacher Quality found that teacher diversity grew slowly between 2014 and 2022. The percentage of teachers from historically disadvantaged racial groups rose nationwide from 18.3% to 21.1%. But the diversity represented among working-age adults with degrees is starting to outpace that of the teacher workforce, leading to concerns that people of color are opting out of education careers, the report said.
In addition to cutting teacher training programs, the Education Department also recently slashed $881 million in multiyear research contracts.
Those research funding cuts will also make it difficult to measure the success of newer interventions like grow-your-own programs and teacher apprenticeships when it comes to increasing access to much-needed, high-quality educators, Holcomb-McCoy said.
“If we do not have access to grant funds for rigorous research related to these new strategies, we still don’t know if it works or not, so it’s a workforce issue,” she said.
As artificial intelligence (AI) becomes an integral part of modern education, instructional coaches play a pivotal role in guiding teachers on its implementation, bridging the gap between emerging educational technologies and effective classroom practices.
As trusted mentors and professional development leaders, they guide teachers in implementing AI tools thoughtfully, ensuring that technology enhances student learning while aligning with pedagogical best practices. This article briefly synthesizes responses from instructional coaches regarding their experiences, challenges, and recommendations for integrating AI into K-12 education.
Ten instructional coaches, all with advanced degrees, had the following insights into the instructional use of AI in K12 education. They all have more than 10 years of experience in education and work across all three types of school environments: urban, suburban, and rural.
The coaches reported that AI is used for various instructional purposes. The most-cited applications included providing feedback on student work, creating professional development materials, supporting writing and content generation, creating course content, and enhancing accessibility for students with special needs. Many coaches note that AI tools assisted in grading assignments, offering real-time feedback, and supporting differentiated instruction. AI-powered feedback helps teachers provide more personalized responses without increasing their workload. Regarding professional development, AI is being used to generate training content for teachers, ensuring they stay updated on educational trends. Coaches are leveraging AI to curate research, synthesize best practices, and develop instructional strategies tailored to their schools. They encourage teachers and students to utilize AI for brainstorming, outlining essays, and improving writing mechanics.
Perceived impact of AI on instruction
The vast majority of instructional coaches expressed positive expectations regarding AI’s potential to reduce educator workload, create personalized learning experiences, and improve access for students with disabilities. However, perspectives on AI’s overall impact on education varied. While most believe AI has positively influenced instruction, a few remain cautious about its potential risks. One coach suggested that allowing students to utilize the tools in a structured setting and teaching them to use AI as a tool is one of the biggest potentials for generative AI in education. About three-fourths of coaches feel that AI will reduce teacher workload by automating repetitive tasks such as grading and data analysis.
Concerns about AI in education
While AI presents numerous benefits, instructional coaches also raised concerns about its potential drawbacks, including ethical dilemmas, student engagement challenges, and equity issues. Despite its advantages, instructional coaches identified several challenges and ethical concerns. They worry some students will use AI tools without critically engaging with the material, leading to passive learning and an overreliance on generative tools. Some had concerns that AI-generated content could reduce the need for creativity and independent thought. Coaches worry that AI makes it easier for students to plagiarize or rely on generated answers without truly understanding concepts which can negatively impact academic integrity. Coaches cite technical challenges as well. Educators face issues with AI tool reliability, compatibility with existing learning management systems (LMS), and steep learning curves. The coaches mentioned that some schools lack the infrastructure to support meaningful widespread AI integration.
Several ethical and privacy concerns were mentioned. AI tools collect and store student data, raising concerns about data privacy and security–particularly with younger students who may be less aware or concerned about revealing personally identifiable information (PII). They mention the need for clear guidelines on responsible AI use to prevent bias and misinformation.
Coaches emphasize the importance of verifying AI-generated materials for accuracy. They suggest teachers be encouraged to cross-check AI-produced responses before using them in instruction. They recommend robust integrating discussions on digital literacy, AI biases, and the ethical implications of generative AI into classroom conversations. Schools need to train educators and students on responsible AI usage. Some schools restrict AI for creative writing, critical thinking exercises, and certain assessments to ensure students develop their own ideas–an idea that coaches recommend. Coaches suggest embedding AI literacy into existing courses, ensuring students understand how AI works, its limitations, and its ethical implications.
Equity concerns are a serious issue for instructional coaches. Schools should ensure all students have equal access to AI tools. AI should be leveraged to bridge learning gaps, not widen them. Making sure all students have access to the same suite of tools is essential to create a level playing field for all learners. Instructional coaches generally agree that AI is not just a passing trend, but an integral part of the future of education. There is a concern that generative AI tools will reduce the human interaction of the teaching and learning process. For instance, interpersonal relationships are not developed with AI-based tutoring systems in the same way they can be developed and encouraged with traditional tutoring processes.
The integration of AI in K-12 education presents both opportunities and challenges. Instructional coaches largely recognize AI’s potential to enhance learning, improve efficiency, academic integrity, and maintain human-centered learning experiences. As AI continues to evolve, educators must be proactive in shaping how it is used, ensuring it serves as a tool for empowerment rather than dependency. Future efforts should focus on professional development for educators, AI literacy training for students, and policies ensuring equitable AI access across diverse school settings.
Dr. Steve Baule, Dillon Martinez, Dr. Shauna Mayer, & Dr. Ray Martinez
Dr. Steve Baule is a faculty member at Winona State University (WSU), where he teaches in the Leadership Education Department. Prior to joining WSU, Baule spent 28 years in K-12 school systems in Illinois, Indiana, and Iowa, and two years teaching in the University of Wisconsin System. For the 13 years prior to moving to the university level, Baule served as a public -school superintendent. He holds a doctorate in instructional technology from Northern Illinois University and a doctorate in educational leadership and policy studies from Loyola University Chicago.
Dr. Shauna Mayer is an assistant professor in Education Studies at Winona State University. She is a graduate of Winona State University’s Doctorate of Education program and has previous K12 classroom experience.
Dillon Martinez is a faculty member in Physical Education and Sports Science at Winona State University, where he serves as Director of the Developmentally Adapted Physical Education (DAPE) teacher preparation program. He is currently pursuing his Doctor of Education at Winona State as well.
Dr. Ray Martinez is a professor and chair professor and chair of the Department of Physical Education & Sport Science at Winona State University.
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Imagine a classroom in which young students are excitedly discussing their future aspirations and a career in medicine feels like a tangible goal rather than a distant dream. Now, imagine that most of the students come from historically marginalized communities — Black, Hispanic and Indigenous populations — that disproportionately face higher rates of chronic illness, shorter life expectancies and poorer health outcomes.
For many students from underrepresented backgrounds, a medical career feels out of reach. The path to becoming a doctor is daunting, full of obstacles like financial hardship, lack of mentorship and systemic inequities in education. Many students are sidelined long before they consider medical school, while those who persist face an uphill battle competing against peers with far more resources and support.
To mitigate these disparities, we must look beyond our hospitals and medical schools and into the places where young minds are shaped: our K-12 classrooms. Early exposure to health care careers can ignite curiosity and show students that they belong in places where they have historically been excluded.
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Organizations like the Florida State University College of Medicine, with its “Science Students Together Reaching Instructional Diversity and Excellence” (SSTRIDE) program, are leading the way in breaking down barriers to medical careers for underrepresented students. SSTRIDE introduces middle and high school students to real-world medical environments, giving them firsthand exposure to health care settings that might otherwise feel distant or inaccessible. Then, the program threads together long-term mentorship, academic enrichment and extracurricular opportunities to build the confidence and skills students need to reach medical school.
The 15 White Coats program in Louisiana takes a complementary but equally meaningful approach: transforming classroom environments by introducing culturally relevant imagery and literature that reflect the diversity of the medical profession. For many students, seeing doctors who look like them — featured in posters or books — can challenge internalized doubts and dismantle societal messages that suggest they don’t belong in medicine. Through fundraising efforts and scholarships, other initiatives from 15 White Coats tackle the financial barriers that disproportionately hinder “minority physician aspirants” from pursuing medical careers.
The impact of these programs can be profound. Research shows that students exposed to careers in science or medicine at an early age are far more likely to pursue these fields later in life. And medical students who belong to underrepresented groups are the most likely to return to underserved communities to practice. Their presence can improve communication, foster patient trust and drive innovation in addressing health challenges unique to those communities.
These programs can even have a ripple effect on families and entire communities. When young people pursue careers in medicine, they become role models for siblings, friends and neighbors. This creates a culture of aspiration in which success feels both possible and accessible, shifting societal perceptions and inspiring future generations to aim higher.
But programs like 15 White Coats and SSTRIDE cannot thrive without sustained investment. We need personal and financial commitments to dismantle the systemic barriers that prevent students from underrepresented groups from entering medicine.
Policymakers and educators must step up. Federal and state educational funding should prioritize grants for schools that partner with hospitals, medical schools and health care organizations. These partnerships should offer hands-on experiences like shadowing programs, medical summer camps and health care-focused career fairs. Medical professionals also have a role to play — they can volunteer as mentors or guest speakers, offering valuable guidance and demystifying the path to a medical career.
As a medical student, I know how transformative these experiences can be. They can inspire students to envision themselves in roles they might never have imagined and gain the confidence to pursue dreams that once seemed out of reach.
Let’s be clear, representation in medicine is not about optics. It’s about improving health outcomes and driving meaningful change. Building a stronger, more diverse pipeline to the medical profession is not just an educational priority. It’s a public health imperative.
An investment in young minds today is an investment in a health care system that represents, understands and serves everyone. Equity in health care starts long before a patient walks into a doctor’s office. It begins in the classroom.
Surya Pulukuri is a member of the class of 2027 at Harvard Medical School.
This story about health equity was produced by The Hechinger Report, a nonprofit, independent news organization focused on inequality and innovation in education. Sign up for Hechinger’s weekly newsletter.
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As cyber threats against educational institutions continue to rise, the need to protect sensitive data and maintain secure, accessible learning environments is more crucial than ever. Authentication has always been a cornerstone of cybersecurity, but traditional methods are proving insufficient. For educational institutions facing unique challenges, deviceless authentication (which doesn’t require a cell phone) is emerging as an innovative solution, allowing schools to secure their networks without requiring users to have access to physical devices. Identity Automation’s RapidIdentity platform offers versatile deviceless options, including WebAuthn and Pictograph, which deliver robust, device-free authentication tailored to the needs of schools.
Why Authentication Matters in Education Today
With sensitive student data, health records, and other critical information at stake, cybersecurity in schools is a priority. Federal agencies like the Cybersecurity and Infrastructure Security Agency (CISA) and the Department of Education (ED) have increasingly emphasized the need for multi-factor authentication (MFA) as an essential security measure. They urge schools to strengthen their defenses with MFA, advocating for security standards that go beyond passwords. Guidance from federal government’s K-12 Cybersecurity Act and the Department of Education’s resources on protecting student privacy provide best practices guidelines, but implementing MFA in education brings its own challenges.
Access to physical devices isn’t universal in education, and institutions are increasingly adopting device restrictions. Many students do not own personal devices, while others may be prohibited from using them on campus. Teacher unions often object to districts requiring teachers to use their personal phones for school activities. This is where deviceless authentication becomes critical: it enables every user to securely access school systems without needing an additional device, creating a seamless, secure experience for students and staff alike.
Trends in Deviceless Authentication
Across sectors, authentication methods are evolving to increase security while minimizing reliance on devices, passwords, and other traditional methods. Here are a few key trends:
WebAuthn for Passwordless Security: WebAuthn is a leading technology enabling secure, passwordless authentication across platforms. By using biometric sensors or hardware keys, WebAuthn eliminates the need for passwords entirely. For schools, WebAuthn provides a versatile deviceless solution by allowing users to authenticate through built-in or connected hardware options on any device available in the school setting, such as a laptop or desktop computer.
Pictograph Authentication for Visual Simplicity: Pictograph offers a unique, highly accessible way to authenticate by allowing users to choose and memorize a series of images rather than passwords or device-based codes. This method is ideal for students of all ages, as it does not require any device ownership and is easy for younger users to remember. Pictograph aligns well with educational environments, where students can log in quickly without needing a phone or other hardware.
Adaptive and Contextual MFA: Adaptive authentication adjusts security requirements based on factors like user location or behavior, providing extra layers of security without requiring a device. Schools benefit from these dynamic adjustments, allowing students and teachers to access resources with minimal friction while ensuring that the security adapts to higher-risk scenarios.
Zero-Trust Frameworks: Educational institutions increasingly adopt Zero Trust models, which prioritize strict identity verification at every access point. Deviceless options like WebAuthn and Pictograph fit seamlessly into this framework, making it possible for schools to implement Zero-Trust principles even in challenging environments where users may not have access to dedicated devices.
At Identity Automation, we understand the unique security needs in education and the critical importance of balancing secure access with usability. Our RapidIdentity platform is designed to provide flexible, deviceless authentication options, including WebAuthn and Pictograph, that address the specific challenges of school districts.
WebAuthn Integration: WebAuthn allows users to authenticate with cryptographic keys generated by their devices, such as biometric sensors or security keys. RapidIdentity’s support for WebAuthn enables schools to offer passwordless, device-independent security that fits naturally within classroom settings. Whether a student is using a computer lab or a shared school device, WebAuthn provides a frictionless and secure way to log in without needing to rely on personal devices.
Pictograph for Visual Authentication: Designed with younger students and device-limited environments in mind, RapidIdentity’s Pictograph feature offers a user-friendly alternative to traditional authentication methods. Instead of entering a password or using an SMS code, students can select a personalized sequence of images. This solution is particularly useful for younger students who may struggle with text-based passwords or who lack access to personal devices, providing an easy-to-remember and device-free way to log in securely.
Role-Based Access and Adaptability: With thousands of students, teachers, and staff accessing systems daily, RapidIdentity’s platform provides adaptable, role-based access specifically designed for educational institutions. Users are only prompted for higher levels of authentication when necessary, reducing friction while enhancing security. Deviceless options like WebAuthn and Pictograph make this process even smoother by offering flexible solutions that require no additional hardware for authentication.
Compliance and Federal Mandates: RapidIdentity’s solutions are built to help schools align with federal guidelines, offering a secure yet flexible way to implement MFA without compromising accessibility. With deviceless options, schools can protect student data and meet cybersecurity mandates without requiring users to carry devices, making compliance achievable for districts of all sizes and means.
Scalability and Cost-Effectiveness: Schools can avoid the high costs of purchasing, deploying, and managing hardware tokens or mobile-based authentication solutions by using RapidIdentity’s deviceless authentication. For cash-strapped districts, the ability to secure their environments without extensive device investments is a game-changer, offering schools a highly scalable and economically feasible solution.
Partnering with Identity Automation for a Safer Future
In a landscape where cyber threats are increasingly sophisticated, RapidIdentity’s deviceless authentication options, including WebAuthn and Pictograph, stand as versatile and powerful tools in an educational institution’s security arsenal. With Identity Automation, school districts can confidently adopt robust, compliant, and user-friendly authentication solutions designed specifically for the education sector.
To explore how RapidIdentity can strengthen your school’s cybersecurity posture, reach out to Identity Automation today. Our team is ready to help you navigate these challenges and implement solutions that keep your data secure while making authentication easy for every user. Contact us to learn more about deviceless authentication and other ways RapidIdentity can empower your school with comprehensive, modern security.
More than half of science teachers believe the most important value of science education is how it contributes to students’ curiosity, critical thinking, and creativity, according to a new report from LEGO Education. But are today’s students truly engaging with science education?
LEGO Education’s State of Classroom Engagement Report: Science Edition surveyed more than 6,000 global teachers, parents, students, and U.S. administrators to gather data that can offer insight to support educators as they strive to engage their students in science learning.
Science learning builds life skills students will use even if they do not pursue the science in college or as a career. It also increases student engagement and well-being, but here’s the catch: Students have to feel connected to the material in order to build these skills.
Just over half of global science teachers say their students are engaged in science, which points to a critical need to boost engagement in the subject, according to the report. Interestingly, students say they are more engaged in science than they are in school overall. Only one-third of teachers worldwide indicate that their students are engaged in the classroom. Schools could leverage students’ interest in science to build schoolwide engagement–a key factor tied to student well-being.
When students aren’t engaged in science, what’s behind that lack of engagement? Often, they’re intimidated before they even learn the material, and they assume the topics are too challenging. Students lose confidence before they even try. Of students who say science is their least-favorite topic, 45 percent say science is too hard and 37 percent say they are bad at science. What’s more, 77 percent of global teachers say they believe students struggle because of complex concepts and curricula, and they’re searching for for impactful resources that support every student’s success.
“If students think they’re not good at the subject or avoid it, we risk losing an entire generation of innovators and problem solvers,” said Victor Saeijs, president of LEGO Education, in the report.
How can educators reach students who struggle to engage with science? Hands-on science learning is the key to piquing student curiosity, prompting them to engage with learning material and build confidence as they explore science concepts. Sixty-two percent of science teachers say hands-on activities drive student engagement in science. Seventy-five percent of science teachers who do incorporate hands-on activities believe this approach leads to higher test scores and grades.
More students need access to hands-on science learning. Only 55 percent of students say they regularly get hands-on experiences–these experiences usually require extra time and resources to plan and execute. Eighty-two percent of science teachers say they need more ways to teach science with play and hands-on methods.
Having access to hands-on science learning experiences increases students’ confidence, giving them the boost they often need to tackle increasingly tough-to-learn concepts:
73 percent of students with access to hands-on learning opportunities report feeling confident in science
Just 52 percent of students who do not have access to hands-on learning report feeling confident in science
Hands-on experiences in science drive:
Learning outcomes: 71 percent of science teachers who incorporate hands-on, playful learning believe the methodology supports higher test scores and grades
Engagement for all learners: 84 percent of U.S. teachers and 87 percent of administrators think that hands-on experiences help all types of learners engage with science concepts
Love of science: 63 percent of students who love science credit their passion to regular hands-on experiences
Confidence: 79 percent of students who have hands-on science experiences are confident in the subject
Administrators and science teachers are short on time and need hands-on tools and resources to quickly engage students in learning:
59 percent of U.S. administrators and 54 percent of science teachers say they need more tools to engage students in science
Nearly one-third of U.S. students do not get hands-on science experiences.
Laura Ascione is the Editorial Director at eSchool Media. She is a graduate of the University of Maryland’s prestigious Philip Merrill College of Journalism.
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There’s no shortage of hurdles school leaders must vault over each day. Among them: an ever-evolving influx of new technologies, threats to physical and cybersecurity, spillover from culture wars, and limited budgets. On top of that, this year brings the added challenge of a shifting policy landscape as a new presidential administration takes power.
To help you map out solutions and best practices for the year ahead, K-12 Dive has gathered our 2025 outlook coverage below as a one-stop resource on the trends impacting schools.
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Search engine optimization (SEO) is essential for improving your school’s online visibility, ensuring that when local families search for educational options, your school is among the first they see. SEO helps your website rank higher in search engine results, making prospective parents more likely to find you before other schools in your area. SEO gives your school a competitive edge in reaching families who are actively seeking information on local educational options.
Knowing the value of SEO, most people ask how to do SEO for a school? To begin implementing SEO, schools can focus on three primary areas: On-page SEO, technical SEO, and Local SEO. In this blog, we’re focussing on local SEO.
An optimized online presence is crucial for K-12 schools to attract and engage prospective families within their local communities. By focusing on Local SEO, schools can increase their visibility in search engine results, connect with families nearby, and build trust as a leading choice for local education. With our 15 years of experience driving results for schools like yours, we know the unique challenges K-12 schools face in reaching prospective parents and students. This guide will walk you through the essential strategies to enhance your school’s local SEO, even if you’re new to search engine optimization.
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Understanding Local SEO for K-12 School Websites and Why It Matters
Local SEO optimizes your school’s website and online presence to rank higher in local search results. This optimization specifically targets potential families searching for schools in your area, making it an essential component for K-12 schools looking to expand their visibility.
When someone searches “best private school near me” or “elementary school in [City],” the results that appear are influenced by local SEO practices. Google and other search engines analyze local relevance factors such as your school’s address, the presence of local keywords, online reviews, and overall domain authority to decide which websites to show at the top. Mastering local SEO for K-12 schoolwebsites can make a difference in being found online by families in your community.
Are you trying to implement effective digital advertising for parents of students? Reach out to learn more about our digital marketing services.
Claiming and Optimizing Your Google My Business Profile
What is the most effective strategy for local SEO? One of the most powerful steps you can take when marketing to K-12 students’ families in your area is to claim and optimize your Google My Business (GMB) profile. This profile is essential for local SEO because it provides search engines and families with critical information about your school, such as its location, contact information, and operating hours.
Begin by verifying your school’s GMB profile. When editing the profile, ensure all details are accurate, including the school’s name, address, phone number, website URL, and a brief description of the school’s values and offerings. Google also allows you to add photos, which can be a fantastic way to showcase your school’s facilities, activities, and unique educational experiences. Families browsing through profiles will be drawn to authentic visuals, which can help them feel connected to your school before they even step foot on campus.
Adding relevant categories (e.g., “Elementary School” or “Private School”) and attributes to your GMB profile increases your chances of appearing in local searches specific to your school type. Regularly update your GMB profile with fresh photos, events, and posts, as Google favors active profiles, enhancing your school’s local SEO ranking.
Example: This is how Google presents your institution to searchers when you create and optimize your Google My Business account. Your GMB profile provides critical information about your institution in an easy-to-consume layout.
Source: Randolph-Macon Academy | Google
Optimizing Your Website for Location-Based Keywords
Your website’s content should reflect keywords families might use when searching for schools in your area. Instead of generic phrases like “top K-12 school,” incorporate keywords that feature your location, such as “top K-12 school in [City]” or “private high school in [Suburb].” These location-based keywords help search engines understand that your school serves families in a specific area, increasing your chances of appearing in relevant searches.
Consider adding a dedicated “Location” or “About Our Community” page that details your school’s surrounding area, landmarks, or neighborhoods. This page could highlight the community values and amenities available, reinforcing that your school is embedded within the local community. Mentioning nearby cities, neighborhoods, or districts can also strengthen your local SEO, especially for families who want their children to be educated within specific geographic boundaries.
Each page of your website should also include the school’s full name, address, and phone number (often referred to as NAP – Name, Address, Phone Number) in a consistent format. Placing your NAP details in the footer ensures they appear across the entire site, building user trust and Google’s confidence in your school’s legitimacy and location.
Example: WillowWood School’s metadata uses the title WillowWood School | K-12 Private School | Toronto. In your metadata, include your school’s city to rank for location-based searches.
Source: WillowWood School
Creating High-Quality, Locally Relevant Content
Content marketing is an excellent way to boost your school’s visibility in search results. Develop blog posts, articles, and resource pages that speak to local concerns, events, and topics families in your area care about. Writing blog posts on subjects like “Why Choose a Private School in [City]” or “The Benefits of Small Class Sizes in [Neighborhood] Schools” can help attract local searches and establish your school as a knowledgeable voice within the community.
Another powerful content idea is to publish posts about school events, open houses, and seasonal programs like summer camps. These posts can generate interest from families looking for activities within your area, leading to higher engagement on social media platforms.
Local content can also come as testimonials and success stories from parents and students within the community. Encourage current families to share their experiences and post their stories on your blog or testimonials page. Positive testimonials boost your school’s reputation, and add keywords and phrases that resonate with other families in your area.
Example: Here, Nanjing International School shares culturally and geographically relevant content on its YouTube channel, helping it to attract prospects. When creating content, particularly visual, highlight your school’s location and discuss any advantages it offers students.
Source: Nanjing International School | YouTube
Encouraging Positive Online Reviews
Online reviews play an important role in local SEO, particularly for schools. Families considering your school will likely check online reviews to gauge what other parents and students think of your programs, culture, and overall quality. Reviews posted on Google, Yelp, Facebook, and niche educational sites help build trust and credibility while boosting your local SEO ranking.
One way to encourage reviews is by setting up an easy process for parents to leave feedback. After key events like open houses, school performances, or parent-teacher meetings, follow up with an email inviting parents to share their experience on Google or other review sites. Always respond to reviews in a timely, professional manner, whether positive or negative. This responsiveness shows that your school values feedback and is engaged with its community, which search engines recognize positively.
Example: Western Heights Montessori School’s website displays several positive reviews. These personal and specific reviews highlight the school’s unique selling points. When encouraging parents to write reviews, try to prompt them toward a similar result.
Source: Western Heights Montessori
Building Citations and Directory Listings
Citations, or mentions of your school’s name, address, and phone number on other websites, are a key component of local SEO. Citations help search engines confirm your school’s existence and location, ultimately building your website’s authority. Common places for citations include online school directories, community websites, and local educational resources.
Research reputable, relevant directories specific to education or your geographic area, and ensure your school’s information is listed accurately. Local chambers of commerce, community pages, and educational sites often provide directory listings or profiles where your school can be featured. Each additional citation strengthens your local SEO, contributing to a greater chance of appearing in local search results.
Example: This is GLCT’s listing on the International School Database. By appearing on directories like this, you’re expanding your online presence, making it easier for prospects to find your school.
Source: Great Lakes College of Toronto | International School Database
Building Local Backlinks
Backlinks, or links from other websites to your school’s website, are essential for establishing credibility in SEO. Local backlinks are even more valuable, as they signal to Google that your school is an authority in the community. Consider contacting local organizations, libraries, businesses, or news outlets that could mention or link to your school.
For example, if your school partners with local businesses for community events, ask them to link to your website in their event descriptions. Participating in community service projects or sponsoring local events can provide backlink opportunities. Press releases about notable achievements or events at your school, published on local news sites, can generate valuable backlinks.
Implementing Schema Markup
Schema markup is a form of structured data that helps search engines understand specific information on your website. For K-12 schools, schema can highlight important details such as your school’s name, location, contact information, and even specific features like tuition or grade levels offered.
Adding schema markup helps Google better understand the context of your website, often leading to enhanced search result displays with additional information like ratings, contact details, or event dates. Schools that use schema have a competitive advantage in local search results, as this markup can make your listing stand out.
For example, implementing schema to highlight upcoming events, open house dates, or application deadlines allows families searching for local school options to identify important details quickly. Schema markup may require technical assistance, but it’s worth considering to boost your local SEO efforts further.
Tracking and Adjusting Your Local SEO Strategy
After implementing these local SEO practices, tracking your progress is essential. Use Google Analytics and Google Search Console to monitor key metrics such as organic search traffic, click-through rates, and the keywords driving traffic to your site. These insights can help you understand which strategies are working and where adjustments are needed.
Regularly updating and refreshing your website’s content, profile listings, and SEO practices is vital to staying competitive. Local SEO is an ongoing process, and search engine algorithms frequently change, so periodically revisiting and refining your strategy can ensure your school continues to attract and engage the local community effectively.
Implementing local SEO for your K-12 school’s website may initially seem complex, but by focusing on the essential practices we’ve discussed today, you’ll soon see its value. By investing in local SEO, you’re building a more robust digital foundation and positioning your school as a valuable resource in your community.
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FAQs
How to do SEO for a school?
To begin implementing SEO, schools can focus on three primary areas: On-page SEO, technical SEO, and Local SEO. In this blog, we’re focussing on local SEO.
What is the most effective strategy for local SEO?
One of the most powerful steps you can take when marketing to K-12 students’ families in your area is to claim and optimize your Google My Business (GMB) profile.
