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.
Struggling with enrollment?
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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.
Content warning – this article discusses suicidal ideation. If you or someone you know is in crisis, call, text or chat 988 to reach the 988 Suicide and Crisis Lifeline, or visit 988lifeline.org for more resources.
AI was one of the major themes of 2024.The discussion frequently revolved around its impact on work, but there are innovative ways it can be used to complement human insight to address significant societal challenges.
For example, suicide was the second leading cause of death for people ages 10-14 (2022) according to the Centers for Disease Control and Prevention. This impacts everyone from families to educators. In one small Missouri town, a K-12 Safety Support Specialist was alerted when a student searched, “How much Tylenol does it take to die?” and “What is the best way to kill yourself?” These online searches triggered the school’s student safety tool which uses machine learning to identify harmful content. A specialist was immediately notified and was able to quickly intervene, providing the student with the necessary support to prevent self-harm.
There is an urgent need for effective solutions to protect students from threats like suicide, self-harm, cyberbullying, and exposure to harmful content. A combination of machine learning detection to allow for speed and scale, and human review to allow for context and nuance, is required for a comprehensive K-12 student safety tool. This allows schools to act when needed, as guided by their own Safety Plan. According to Talmage Clubbs, Director of Counseling for Neosho District in Missouri, “Our students know about it [student safety K-12 tool]. We have students purposely typing in keywords so they can be pulled in and talked to about their suicidality, their mental health issues, anything like that because they are struggling, and they just don’t know how else to reach anybody.”
Another example where human intervention is essential is when a machine learning-powered solution flags anatomical text as explicit content, but this might be for legitimate science coursework. Human reviewers can verify educational intent by examining context like student age and subject.
In the 2022-2023 school year, 94% of public schools report providing digital devices, such as laptops or tablets, to students according to the National Center for Education Statistics. This is a 28% growth from the number of devices provided pre-pandemic in middle schools and a 52% growth for elementary school students. As students spend more time online for school, they also use these devices for extracurricular learning and making social connections. However, they also have easier access to inappropriate content online. The challenges of ensuring online safety have become increasingly complex, as more students may seek harmful information or engage in distressing or inappropriate behaviors.
To truly support all students — regardless of their socioeconomic background or technological literacy — in the digital age, solutions must be user-friendly and adaptable to the diverse needs of schools and districts. By collaborating — educators, technology providers like GoGuardian, and policymakers can create a future where AI enhances educational experiences for students, fosters healthy human connection and empathy, and ensures privacy.
This also supports educators in today’s digital world who require innovative safety and security solutions to enable students to thrive physically, mentally, and academically while ensuring their well-being and academic progress. “You can rest well at night, knowing you are changing districts and saving lives,” says Dr. Jim Cummins, Superintendent of Neosho District.
