About the Episode
About the Episode:
In this episode, Allison Turcio chats with Glenn Friesen, a seasoned SEO and data science expert at Cal Poly. Glenn shares his extensive journey from early tech enthusiast to leading digital strategist, emphasizing the importance of analytics and SEO in higher education. He provides practical tips on leveraging data to enhance user experiences, optimize content, and boost enrollment efforts.
Centralizing Analytics for Better Insights
Glenn highlights the importance of consolidating analytics across departments to avoid fragmented data. By applying the same analytics tracking across all digital properties, institutions can trace a user’s entire journey—from admissions to financial aid—and optimize these pathways. This unified approach not only provides better data but also creates a smoother user experience.
SEO: More Than Just Traffic Generation
SEO’s role extends beyond driving traffic to the website. Glenn explains that users often rely on search engines—even within a website—to find specific information. Optimizing content for search engines ensures that users can quickly locate the resources they need, enhancing their experience and reducing frustration.
Key tactics include:
- Structuring content with clear headers and subheaders.
- Using keywords effectively on relevant pages.
- Adding metadata for voice search compatibility.
Metrics and Tools to Drive Decisions
Understanding and measuring SEO success requires tracking:
- Organic keywords driving traffic.
- Keyword rankings for both branded and non-branded terms.
- Backlinks from reputable sources to validate content authority.
Glenn recommends tools like Screaming Frog for crawling site data, Moz for SEO analysis, and Looker Studio for visualizing analytics. These tools provide actionable insights to refine content strategy and user engagement.
Building Resilient Digital Systems
Durable systems are vital for maintaining digital operations through inevitable changes like staff turnover or technological shifts. Glenn advocates for governance frameworks like RACI (Responsible, Accountable, Consulted, Informed) to clearly define roles and responsibilities within digital projects. Additionally, platforms like Drupal, with their modular structure, are ideal for long-term management.
AI’s Role in Higher Ed Marketing
AI is revolutionizing how institutions approach analytics and content creation. Glenn shares how tools like ChatGPT can simplify complex processes, from brainstorming content ideas to optimizing readability and tone. These tools save time and empower marketers to focus on strategy and storytelling.
Actionable Steps to Optimize Analytics and SEO in Higher Ed
- Audit Analytics: Evaluate current tracking practices to identify gaps and centralize analytics across all digital properties.
- Enhance Content for SEO: Use tools like Screaming Frog and Moz to refine keyword strategies, improve readability, and ensure pages are optimized for both branded and non-branded searches.
- Prioritize Accessibility: Structure content with headers, subheaders, and concise text to improve usability and align with search engine requirements.
- Leverage AI for Efficiency: Incorporate AI tools to streamline content creation, analyze large datasets, and enhance your overall strategy.
- Invest in Governance: Establish clear processes and roles to maintain consistency across digital initiatives, ensuring durability and adaptability.
- Track Metrics Regularly: Monitor organic traffic, keyword rankings, and backlinks to measure success and identify growth opportunities.
- Experiment and Iterate: Test new strategies and continuously adapt based on analytics insights and user feedback.
About the Show: The Application is your playbook for the ever-evolving world of higher education enrollment marketing. This podcast zeroes in on the niche, often-unexplored areas of the field, delivering a potent mix of actionable insights, practical strategies, and cutting-edge perspectives.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
About The Enrollify Podcast Network: The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows, too!
Some of our favorites include Mission Admissions and Visionary Voices: The College President’s Playbook.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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