Each school within your district is a brick and mortar location, which is why doing Search Engine Optimization (SEO) is essential for your school. SEO involves implementing strategies to help your school appear for local searches.
Local search affects both branded and unbranded searches.
For unbranded searches may see carousels. When users click on the school cards located in the carousel, they are taken to a branded search for that school to find additional links and information.
For branded searches, SEO is important because school names like "brown middle school" are not unique to your district, but are unique to your area. When your site is appropriately optimized, Google will serve up the local Brown Middle School, rather than the one that is 3,000 miles away.