Private School Global Search Analysis
Where are parents actually searching for private schools, and how often does that search cross borders? Which markets should be prioritised, in which languages, and on which sites?
A global network of private schools wanted to know where to focus its digital investment across 17 markets. The complication: parents don't search domestically. A family in Hungary might be looking at schools in the UAE. A family in China might be looking at the USA. Treating each country as a self-contained market would miss most of the opportunity.
I analysed 32,000 keywords across 14 languages and 17 search origins, mapping where searches came from, where they were directed, and which language each was conducted in. Then I sized the captured versus uncaptured demand for each market, and modelled the language priorities for translation investment.
The findings shaped more than SEO. Website translation is expensive, so the language priorities fed the wider digital strategy: which sites to translate, which markets to build dedicated content for, and which to serve through an existing site in a different country.
It covers
- › Search market sizing across 17 origins, with captured versus uncaptured demand for each
- › Cross-border search patterns showing which markets look domestically and which look abroad
- › The destination split for outbound searches, by origin country
- › Language priorities for each market, including the Mandarin / Baidu split for China
- › Information needs by market, from curriculum and facilities through to fees and uniform
- › A prioritised list of which schools and which countries to focus on, by origin
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