Off-page optimisation • Social media → Links
Leveraging Social Media for Link Building: A Complete Guide for UK Schools & Multi-Academy Trusts
Published by SEO for Schools • Author: Paul Delaney
Backlinks are votes of confidence. For schools, the safest way to earn them is to publish genuinely useful content, then use social media to reach the people most likely to cite it: councils, feeder schools, clubs, charities, colleges, local press and alumni. This UK-focused guide shows beginners and busy SLT how to turn everyday posts into credible links—step-by-step, policy-safe, and measurable in Search Console.
Why social → links works (and what doesn’t)
The mechanism
Most links to schools are editorial citations driven by awareness. Social puts your helpful page in front of someone who controls a website (council web team, local reporter, club secretary). If your page solves a problem for their readers, it earns a link.
Social reach also drives branded searches and more engagement on your result, which can raise organic visibility over time.
What doesn’t work
- Buying links, gift-for-link deals, mass link swaps, or automated submissions. These violate Google’s spam policies and risk long-term damage.
- Posting only on social with no canonical web page to link to. Always publish on your site first, then share.
References: Google — Link spam policies • Qualify sponsored/UGC links.
Policies & safety (must-read)
- Google: If you sponsor a club/event and they list you, ask them to mark the link
rel="sponsored". Editorial news/partner mentions should be normal (follow). - CAP/ASA: Advertising must be truthful and socially responsible—especially for admissions. No misleading claims.
- ICO (UK GDPR): Consent for advertising pixels; be careful with personal data in posts.
- Safeguarding: Follow KCSIE; never identify pupils without consent; route concerns away from public threads.
References: ASA — UK Advertising Codes • ICO — UK GDPR overview • DfE — KCSIE.
Create link-worthy assets (school-friendly ideas)
Evergreen guides
- “Applying for Year 7 in [Town]” — cite council & GOV. UK sources; update annually.
- “Uniform & second-hand options” — add community shop info; link to PTA.
- “SEND support pathways in [Area]” — signpost NHS and council hubs.
Data & outcomes
- Destination data (sixth form, apprenticeships, university subjects).
- Clubs & participation stats with photos (consent-safe).
Community & events
- STEM fair, careers evening, music festivals — list partners with logos and links.
- Facilities that benefit locals (halls, pitches) with booking info.
Always publish a website hub page (fast, accessible, printable) before you post on social. That’s what others will link to.
Playbooks by platform
Facebook & Instagram
- Post a square tile or short reel that summarises the value: “Parents in [Town]: our plain-English guide to Year 7 admissions.”
- Tag relevant organisations (council family hubs, feeder schools, PTA, local media handles).
- Pin key posts for a week around deadlines. Reply with links to your hub (use UTM tags).
Reference: Meta — Community Standards.
YouTube
- Publish a 2–4 minute explainer and link to the hub in the description. Add chapters and a first comment linking back.
- Pitch to local press using the video as “b-roll”; their article can embed and link to your hub.
Reference: YouTube — Community Guidelines.
X (Twitter)
- Thread key points from your guide; tag council departments, reporters and local education journalists.
- Include one clean link to the hub; avoid link shorteners.
TikTok (if appropriate)
- Staff-fronted 20–30s clips explaining deadlines, uniform policy, or campus tours.
- Profile link → hub page; repeat URL in on-screen captions.
Partners who naturally link (and how to ask)
| Partner | What to publish | How the link happens |
|---|---|---|
| Local council | Your Year 7 admissions guide referencing their process | DM or email web team from your verified account asking to add a link under “External guidance for families” |
| Feeder primaries / colleges | Transition resources; open evening dates | They list “Find out more at [School]” linking to your Admissions hub |
| PTA / Friends | Uniform & second-hand info; fundraising pages | PTA site links back to your Uniform/Donate pages |
| Clubs & charities | Match reports; volunteering outcomes | Partner posts link to your News or Community hub |
| Awarding bodies & competitions | Press-ready posts about results/awards | They publish winner pages linking to your News article |
| Local media | Human stories + data (destinations, awards) | Reporter writes article and cites your hub page as the source |
Local PR via social (pitching without spam)
Alumni & governor networks
Alumni
- Run a quarterly “Where are they now?” spotlight. Alumni share on LinkedIn; their employers’ blogs sometimes feature it and link back.
- Create a simple alumni page with a form and privacy notice; share the link in posts.
Governors & staff
- Publish governance updates or community roles; governors can share on LinkedIn, leading to chamber of commerce and charity links.
Scaling link earning across a MAT
| Area | Standard | Owner | Cadence |
|---|---|---|---|
| Content templates | Shared hub templates for Guides, News, Events | SEO/Comms | Termly |
| Share pack | Image sizes & caption patterns; alt text rules | Design | Per campaign |
| Partner CRM | List of councils, media, clubs, charities; contact notes | Comms | Quarterly |
| Link log | Search Console “Top linking sites” export + manual additions | SEO | Monthly |
| Risk & policy | rel="sponsored" for sponsorships; safeguarding sign-off | SEO/Safeguarding | Always |
Measure impact (UTM + Search Console)
UTM examples
https://www.example.sch.uk/admissions/?utm_source=facebook&utm_medium=social&utm_campaign=year7-guidehttps://www.example.sch.uk/news/stem-fair/?utm_source=twitter&utm_medium=social&utm_campaign=stem-fairUse lowercase sources (facebook, twitter, instagram), a single campaign name per initiative, and link directly to the hub.
Search Console & Analytics
- Search Console → Links: watch Top linking sites and Top linked pages grow after campaigns.
- Performance report: track impressions/CTR for branded queries after press or partner links.
- Analytics: check UTM sessions and goal completions (contact views, RSVPs).
Reference: Google — Performance report • UTM guide.
Print-screen cards & outreach scripts
Link-worthy Content Ideas (12)
Screenshot or print this card| 1. | Year 7 admissions guide (Town-specific). |
| 2. | Open evening page with downloadable schedule. |
| 3. | Uniform & second-hand shop info (with price ranges). |
| 4. | SEND support pathways with official signposts. |
| 5. | Transport & walking routes with maps. |
| 6. | Clubs directory + community partners. |
| 7. | Facilities for hire (halls, pitches) with booking details. |
| 8. | Destinations & alumni spotlights. |
| 9. | STEM fair/careers night exhibitors. |
| 10. | Ofsted action plan summary (plain English). |
| 11. | Local volunteering & charity partnerships. |
| 12. | Exam results contextualised sensitively with guidance notes. |
Outreach DM/Email Script (Partners/Press)
Screenshot or print this cardSubject: Useful resource for families in [Town] – quick addition?Hi [Name],We’ve published a plain-English guide to [topic], with dates and links toofficial sources. Families in [Town] regularly visit [your site/page],so this could help reduce enquiries and improve accuracy.Guide: https://www.example.sch.uk/[hub]/Happy to provide a quote or image if helpful.Thanks so much,[Your name], [Role], [School]Link Safety – 10 Rules
Screenshot or print this card| 1. | No paid links or gifts-for-links. |
| 2. | Mark sponsorships rel="sponsored". |
| 3. | No mass link exchanges. |
| 4. | Use descriptive, natural anchor text. |
| 5. | Publish on your site before posting socially. |
| 6. | Keep one canonical URL per story. |
| 7. | Respect image consent and privacy. |
| 8. | Don’t use link shorteners in press emails. |
| 9. | Log all outreach and resulting links. |
| 10. | Disavow only if you inherit spam you cannot remove. |
FAQs
Do social links themselves improve rankings?
Links from social platforms are usually nofollow. The value is in the visibility they create, which leads to editorial links on other websites and more branded search demand.
Should we swap links with every partner?
No. Reasonable acknowledgements are fine, but avoid excessive exchanges. Aim for links where a partner’s audience genuinely benefits from your resource.
What if a sponsor wants a link?
Provide it with rel="sponsored". Keep promotional language appropriate under CAP/ASA rules.
How many links do we need?
There’s no magic number. A steady flow of relevant, local links from trustworthy sites beats occasional high-risk “big wins”. Focus on quality and consistency.
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.
