One of the major factors for students who choose to study at a metropolitan university, particularly those living in London, is the proximity of the University to their home. These students are more likely than most to search for a specific institution by name, as they may be familiar with it having been exposed to the brand through advertising / signage / events.

If you search for the University of Westminster on the current Google interface, you will see a first hit that looks similar to this:

Under the new Google interface, the map is no longer included in the first search result. However, further down the page a contextual map is included:

I can’t quite believe this map is intended not to give prominence to the University of Westminster, given that those were my search terms. However at present, this is a slot of our ‘shop window’ dedicated to our competitors, without the need for PPC advertising. A big change, with a particular relevance in areas where multiple institutions are packed in close together - so yet another London factor for student recruitment.