How to Create a Higher-Ed SEO Strategy - An Interview with Matt Herzberger

Had a fantastic chat on the Education Marketing Leader podcast with the one and only Matt Herzberger, VP of Digital Experience and Analytics at VisionPoint Marketing.With over 15 years of maneuvering the intricacies of higher-ed marketing, Matt's insights truly stood out. 🎓We focused on SEO in higher education, and we all know that's not a walk in the park since most institutions have a gazillion pages to manage.Who can keep up with it all and ensure that both bots and humans enjoy the content? 🤖 👫Here's Matt's key takeaway on how to stay organized:Prioritize your program pages. 💡The marketing and enrollment teams must have a central role here to avoid cannibalization. And for those unfamiliar with 'cannibalization' in SEO – Matt shed light on this.It’s not about horror stories but when institutional pages compete against each other in search rankings. 🥊His solution?Embrace canonical links, which essentially streamline your search presence.When it comes to navigating the looming demographic enrollment cliff, balance is key. 🗝Institutions need to cater to both local and distant students while staying wary of SEO pitfalls – a lack of a well-defined strategy, underestimating competition, and treating SEO and UX as separate entities.Speaking of which, Matt introduced us to SXO – a synergy between SEO and UX.In higher education, his advice is to focus on niche longtail queries and craft content that resonates with potential students, making them feel that the institution aligns with their academic aspirations.Before signing off, Matt shared three pivotal SEO strategies for higher ed:♦ Spotlight academic programs in your marketing strategy.♦ Dominate in thematic areas that align with your institution.♦ Be proactive and intentional about exploring career and learning avenues.For those eager to dive deeper into the world of higher education SEO or to connect with an industry expert, Matt is your go-to person.Don’t forget to tune in to our detailed discussion on the podcast.🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review of the Education Marketing Leader. 🙏Until next time. ✌#marketing #highereducation #podcast