Keyword research • Competitor analysis
Competitor Keyword Analysis for UK Schools: Simple, Ethical SERP Research & Gap Discovery
Published by SEO for Schools • Author: Paul Delaney
Competitor research should make your pages clearer and more helpful—not turn your site into a copy of someone else’s. In this guide you’ll learn a plain-English workflow to look at live search results (SERPs), note what real parents see, spot gaps on your pages, and choose practical fixes. It follows Google’s guidance on people-first content and search appearance features.
References: Google — Search Essentials • Search appearance.
What “competitor” means for a school site
Direct competitors
| Type | Why they matter |
|---|---|
| Nearby schools (same phase) | Share the same parent search behaviour in your town. |
| Schools in your MAT | Useful for internal benchmarking and pattern sharing. |
Indirect competitors
| Type | Why they matter |
|---|---|
| Local Authority (LA) portals | Often dominate Admissions and Term Dates searches. |
| GOV. UK & NHS pages | Rank for general guidance; set language parents expect. |
| Directories / Maps | Control click-through paths; check your profiles are accurate. |
Quick prep (pages, queries, devices)
SERP sweep: read results like a parent
Open a private/incognito window and search each query. Note what stands out at a glance.
| Query | Features seen | Top results (title promise) | Notes |
|---|---|---|---|
| term dates [town] | Local Pack? PAA? PDFs? | 1) LA page “School term dates [county]” 2) Your page “Term Dates 2025/26 | [School]” | Does your title promise INSET and a printable PDF? |
| apply year 7 [school] | FAQ? Sitelinks? | 1) School A “Admissions: Apply for Year 7” | Do they show steps + LA link + open evening? |
| report absence [school] | Callouts? Phone icons? | 1) School B “Report a Pupil Absence” | Do they offer a form and policy summary? |
Google changes how results appear depending on the query. See official search appearance documentation to understand common features.
Gap discovery matrix (entities & components)
Instead of copying words, check whether your page contains the entities and components that help a parent finish the task.
| Page | Entity or component expected | Do top results have it? | Do you? | Gap | Fix |
|---|---|---|---|---|---|
| Term Dates | INSET days row | Yes (LA page) | No | Missing | Add INSET row to on-page table |
| Term Dates | Printable PDF (optional) | Yes (some schools) | No | Missing | Offer PDF mirror (keep HTML table) |
| Admissions | LA portal link + closing date | Yes | Partial | Outdated | Update dates; add clear button link |
| Admissions | Open evening dates | Often | No | Missing | Publish an “Open Evenings” spoke with Event details |
| Absence | Short online form | Often | No | Missing | Add form + phone line + policy excerpt |
| SEND | SENCo contact card + Local Offer link | Yes | Partial | Weak | Add named contacts; link to LA Local Offer |
Prioritise by impact and seasonality
High-impact now
| Admissions (Aug–Nov) | Steps, dates, open evening event block, LA link |
| Term Dates (July–Sept) | On-page table, INSET row, optional PDF |
Next in line
| Absence (Sept–Jan) | Form + phone + policy summary + medical guidance links |
| SEND (ongoing) | Provision summary, SENCo contact, Local Offer link |
Low value for schools
| National policy explainers | Often best handled by GOV. UK/LA—link out |
Turn gaps into page briefs (no duplication)
| Field | Guidance | Example |
|---|---|---|
| Title | Task first; brand last; clear promise | Admissions: How to Apply for Year 7 | [School] |
| H1 | Matches the task (can be shorter) | How to apply for Year 7 |
| Sections | One-sentence answer + 1–4 bullets | Steps • Deadlines • Open Evening • Appeals |
| Components | Tables, forms, contact cards, event block | Term dates table; “Book open evening” button |
| Internal links | Hub ↔ spokes; breadcrumbs | Admissions hub ↔ Appeals, Open Evenings |
| Schema | Only for visible content | FAQ/Event (if shown on page) |
Title link best practice: Google Search Central — Control your title links.
Ethical rules & accessibility checks
Measure results in GSC & GA4
Google Search Console
| Measure | What good looks like |
|---|---|
| CTR by page group | Rising CTR for updated hubs (e.g., Term Dates) over comparable months. |
| Queries per page | Fewer duplicate URLs competing for the same query. |
| Search appearance | FAQ/Event rich results when you show Q&As or events on the page. |
See GSC Performance report: official help.
Google Analytics 4
| Event | Example |
|---|---|
| Click to LA portal | “Apply now” button from Admissions hub |
| Open evening form starts/completes | Measure the improvement after adding the event block |
| Absence form submit | Check if online reporting reduces phone calls |
Print-screen checklist & matrices
Competitor Gap Sweep — 10 Steps
Screenshot or print this cardEntity/Component Matrix — Starter Set
Screenshot or print this card| Hub | Expected entities/components |
|---|---|
| Term Dates | On-page table • INSET row • Optional PDF • Year token in title/H1 |
| Admissions | Steps • Deadlines • LA portal link/button • Open evening event block • Appeals spoke |
| Absence | Online form • Phone line • Policy summary • Medical guidance link |
| SEND | SENCo contact card • Local Offer link • Provision summary |
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.
