On-page optimisation • Entity-first content
Entity-First SEO for UK Schools: How to Use Keywords Naturally (Without Writing Like a Robot)
Published by SEO for Schools • Author: Paul Delaney
Parents don’t search for strings of keywords—they look for things: admissions, term dates, absence, SEND support, uniform, open evenings. Search engines model these as entities (real-world topics) and try to show pages that clearly cover those entities with helpful, verifiable information. This guide shows UK schools and MATs how to write entity-first content that reads naturally, uses keywords sensibly and earns visibility—without advanced tools or jargon.
Why “entities” beat keyword stuffing
Plain English
Instead of repeating “best secondary school [town]” ten times, cover the topic fully: who can apply, deadlines, what documents are needed, how appeals work, how to book an open evening. When your page answers the cluster of questions around an entity, you’ll naturally include the right phrases and synonyms—no stuffing required.
How Google frames it
Google rewards helpful, people-first information that’s easy to understand and demonstrates experience and authority. Clear headings, descriptive links and structured data help Search interpret your content and match it to queries.
References: Google — SEO Starter Guide • Google — Search Essentials • Google — Structured data.
Map your school’s entities (quick exercise)
List the topics families actually need. Group them by task and audience. Add synonyms and related terms you hear on the phone or see in emails. You’ve just created your first entity map.
| Entity | Audience Need | Synonyms / Phrases | Best Page |
|---|---|---|---|
| Admissions | How to apply, deadlines, criteria | apply for Year 7, in-year places, oversubscription | /admissions/ |
| Term dates | Holiday planning, INSET days | school calendar, term times, school holidays | /term-dates/ |
| Absence | Report absence, attendance policy | report a pupil absence, attendance expectations | /attendance-absence/ |
| SEND | Support, EHCP, contacts | SENDCO, special educational needs, local offer | /send/ |
| Open evening | Dates, booking, agenda | open day, school tour | /admissions/open-evening/ |
Page structure that makes entities obvious
Headings (H1–H3)
- H1: Name the entity and context (e.g., “Admissions: How to Apply for Year 7 in [Town]”).
- H2/H3: Tasks and sub-topics (Eligibility • Deadlines • How to apply • Appeals • Open evening).
- Keep one H1 per page; use sentence case; avoid stuffing.
Intro, lists & tables
- Open with a 1–2 sentence summary in plain English.
- Use bullet lists for requirements and steps (better for mobile scanning and snippets).
- Use accessible tables for dates, INSET days and criteria.
Natural language: how to weave phrases in
Do
- Write for a parent who has 60 seconds on a bus. Keep sentences short.
- Use synonyms naturally: “apply”, “application”, “admissions”.
- Include the town where it helps disambiguate (“in Ashford, Kent”).
- Answer related questions with short sub-sections (good for People Also Ask).
Avoid
- Repeating the same phrase every paragraph.
- Keyword-only headings that don’t help the reader.
- Thin pages split across multiple URLs competing with each other.
- Out-of-date years (“2023/24”) after roll-over.
Plain-English style: GOV. UK content design.
Schema markup that reinforces meaning
Structured data helps Search understand your page’s type (article, event, organisation). It doesn’t replace good writing; it supports it.
Useful types for schools
- Organization (
sameAsto official social profiles). - Event (open evening date/time/location).
- FAQPage (short Q&As you genuinely answer on-page).
- HowTo (step-by-step processes such as applications).
Reference: Google — Structured data.
Example (FAQ extract)
{"@context":"https://schema.org","@type":"FAQPage","mainEntity":[ {"@type":"Question","name":"When do Year 7 applications open?", "acceptedAnswer":{"@type":"Answer","text":"Applications open in September; see Kent County Council for deadlines."}}]}Internal links & anchors that add context
Descriptive internal link text helps users and signals relationships between entities.
| From | To | Anchor text |
|---|---|---|
| Admissions | Open evening | “Book our Year 7 open evening” |
| Admissions | Term dates | “Term dates 2025/26 (including INSET days)” |
| Attendance | Absence form | “Report a pupil absence” |
| SEND | Local offer | “Support in [Local Authority] (Local Offer)” |
Worked examples
Admissions (entity: school admissions)
H1: Admissions: How to Apply for Year 7 in [Town].
- Intro: one-sentence promise (who this is for, what you’ll get).
- H2: Eligibility & oversubscription (plain English; link to policy PDF).
- H2: Deadlines & timeline (table).
- H2: How to apply (numbered steps; link to LA portal).
- H2: Appeals & waiting list (short; link to LA guidance).
- H2: Open evening (Event schema; booking CTA).
- FAQ: 3–5 common questions (FAQ schema).
Natural phrases you’ll cover anyway: apply for Year 7, in-year admissions, admissions criteria, appeals, [Town] council admissions.
Term dates (entity: school term dates)
- H1: Term Dates 2025/26 & INSET Days | [School].
- Table of terms and holidays with inclusive dates.
- Note about regional differences if relevant.
- Links: Attendance expectations; printable view.
Natural phrases: term dates, school holidays, INSET days, [Town] calendar.
Absence (entity: attendance & absence)
- H1: Report a Pupil Absence | Attendance Guidance.
- Steps to report; acceptable reasons; when to phone vs email.
- Link to DfE attendance advice; safeguarding route for concerns.
SEND (entity: special educational needs)
- H1: SEND Support at [School]: How We Help.
- Local Offer link; EHCP overview; contacts for SENDCo.
- Accessibility statement; reading age and formats.
Quality assurance & compliance (UK-specific)
Readability & accessibility
- Short sentences, active voice; consistent headings.
- Alt text for images; clear link text (avoid “click here”).
- Tables with headers; keyboard focus visible.
WCAG overview: w3.org/WAI.
Safeguarding & data
- Follow KCSIE and your policy for images and pupil data.
- Comply with UK GDPR; keep contact routes secure.
Measure uplift in Search Console
Track the right signals
- Performance → Search results: impressions, clicks, CTR by page.
- Compare “before vs after” periods; match seasonality (e.g., Sept vs Sept).
- Filter by query families (admissions, term dates, absence).
Reference: Google — GSC Performance report.
What “good” looks like
- Higher CTR on branded and task queries (clear titles help).
- Stable or rising rankings for core entities.
- Reduced phone/email queries for simple tasks (content answered them).
Print-screen checklists & templates
Entity-First Page Checklist (12)
Screenshot or print this card| 1. | H1 names the entity + context (e.g., “Admissions in [Town]”). |
| 2. | Intro summarises what parents will get. |
| 3. | Logical H2/H3 sections cover sub-topics. |
| 4. | Tables/lists for dates, steps, criteria. |
| 5. | Descriptive internal links to related hubs. |
| 6. | Plain-English synonyms used naturally. |
| 7. | Location mentioned where helpful. |
| 8. | Schema added (FAQ/Event/Organization if relevant). |
| 9. | Accessibility checks passed (alt text, headings, focus). |
| 10. | Current academic year; no stale dates. |
| 11. | External references to official sources. |
| 12. | GSC annotation/date logged for measurement. |
Heading & Link Text Patterns
Screenshot or print this card| Use case | Pattern |
|---|---|
| H1 Admissions | Admissions: How to Apply for Year 7 in [Town] |
| H2 Steps | How to apply (step-by-step) |
| Internal link | Book our Year 7 open evening |
| H1 Term dates | Term Dates [YEAR/YEAR+1] & INSET Days | [School] |
| H1 Absence | Report a Pupil Absence | Attendance Guidance |
FAQs
What’s the difference between “keywords” and “entities”?
Keywords are the words people type; entities are the real-world topics behind them. Writing comprehensively for entities naturally includes the right keywords and phrases.
Do I need paid SEO tools to do this?
No. Start with your community’s questions, GOV. UK guidance, and Search Console. Tools can help later with scale, but aren’t required to write clearly and completely.
How many times should a keyword appear?
There’s no magic number. If you’ve covered the topic and used natural synonyms in headings, body, and links, you’re fine.
Should I include the town/county in every heading?
Only where it helps disambiguate. Over-using locations can look spammy. Keep it to titles where clarification is useful.
Can I use FAQ schema for questions we get by phone?
Yes—if the answers are on the page and genuinely helpful. Keep FAQs short and avoid duplicates across many pages.
Is it OK to link to council and GOV. UK pages?
Yes—and recommended when relevant. Outbound links to official sources improve usefulness and clarity for families.
Will structured data improve rankings by itself?
No. It helps Search understand your page and may enable rich results, but content quality and usefulness drive performance.
What about readability for EAL families?
Use plain English, short sentences, and clear headings. Provide downloadable/printable versions where possible and consider translation summaries if appropriate to your community.
How often should I update entity pages?
At least termly for Admissions/Term dates and whenever guidance changes. Tokenise years so updates roll over site-wide.
How do I know if a page is “entity complete”?
Scan your headings and ask: does a parent get everything needed to complete the task? If yes—and you’ve signposted official sources—you’re close.
Need practical SEO support?
Speak With Paul Delaney
Paul Delaney helps schools turn complex SEO into simple, effective actions. As a guest writer for SEO for Schools, Paul shares step-by-step playbooks and evidence-based guidance that busy teams can apply immediately. With three decades’ experience working with UK and international institutions, he understands the challenges school teams face and is well positioned to offer support and guidance.
For our readers, Paul offers free 30-minute sessions for institutions exploring how to raise visibility, strengthen brand trust and streamline admissions. Sessions are practical, jargon-free and free from sales pressure. You can contact him using the buttons below—please mention SEOforSchools.co.uk.
