On-Demand Webinar
Driving Organic Growth:
How to Make Search Engine Optimization Work for You
Market Factors: More than 70 percent of graduate students and 80 percent of online students start their program search on a search engine. Google data indicate that 50 percent of ALL higher education website traffic comes from search engines. RNL's own data indicate that organic leads are seven times more likely to convert to an enrollment than any other source. All these facts indicate the importance of SEO.
Institutional Reality: 2022 RNL research indicate that the typical institution dedicates less than 20 percent of their marketing budget to search engine optimization, and the majority of graduate level and online programs indicate that they do not regularly update their SEO processes.
Solution: Institutions seeking to grow graduate and/or online enrollment likely need to enhance their SEO processes and expand their focus on this most important lead source.
Watch this webinar to hear what it will take for institutions to move to "next level" search engine optimization. We cover the following questions:
- Why should institutions move from SEO as a "one and done" to SEO as an "ongoing process"?
- How frequently should SEO processes be updated?
- What pages and content should institutions focus on for maximum return from SEO?
- What is working best today in SEO?
- What isn't working as well as it once did?
- What should institutions be spending on SEO?
About the presenters
Bob Stewart, Vice President, Graduate and Online Partnerships, RNL
Bob Stewart is an enrollment management professional with 15 years of experience in higher education. As vice president of graduate and online solutions at RNL, he works with colleges and universities to optimize their recruitment efforts, assess the enrollment potential of academic programs, and achieve their enrollment goals more efficiently. Before coming to RNL, he was the senior vice president of enrollment at Jacksonville University.
Zack Azar, Director of SEO and Analytics, RNL
Zack Azar has spent his career helping organizations maximize the effectiveness of their search engine optimization (SEO) and all that is associated with those efforts. Over almost a decade, Zack has held positions of increasing responsibility in which he has led "hands on" work with clients seeking to updated and master their SEO. In his time at RNL, he has worked with dozens of clients each year, first as our Digital Strategy Manager.
Jessica Nowak, Director of Strategic Accounts, BrightEdge
Jess leads the Strategic Accounts team at BrightEdge. The team oversees over 200 Chanel partners offering Enterprise SEO and Content Marketing services. Jess and her team aid our partners in both the retention of their existing customers and the growth their search business by providing strategic planning, business development support, and data services in addition to our best in class technology support. The BrightEdge Agency team is a fundamentally unique offering in our market and she is proud of the program that they have developed over the last several years.
Kevin McCormick, Senior Customer Success Manager, BrightEdge
Kevin works with dozens of organizations annually to ensure that they leverage the power of SEO through the tools and processes available through the BrightEdge platform. He has spent his career helping organizations leverage the very latest computer software, applications, and platforms to maximize business development with a specific emphasis on search engine optimization.
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