Search drives a large proportion of traffic to higher ed websites. As we thing about the content that is most important to our constituents, how do we ensure our pages are coming up in search results? Typically, we create content and then optimize it for search. In this episode of Marketing Live, we’ll flip this approach and explore an SEO-first content strategy.


Episode Host

Amy Jorgensen

Amy Jorgensen

Amy L Jorgensen specializes in developing a digital presence and consumer engagement strategies for brand awareness and customer acquisition. She has also developed marketing strategies and directed implementation for the University of Virginia, Michigan State University, University of Michigan, University of Florida Department of Housing, University of Florida College of Medicine, Disney’s Worldwide Safety and Accessibility, and a Disney ticketing subsidiary company. Amy is a University of Florida Business Marketing alum and now lives in Charlottesville, Virginia with her Basset Hounds, Chauncey Billups & Priscilla Presley.


Skip Besthoff

Skip Besthoff is the CEO of InboundWriter with over 20 years of experience as a developer, strategist and investor in addition to deep domain expertise in both software and Internet markets. Skip’s focus on innovation extends beyond business. He is a trustee of KIPP Massachusetts, a leading network of free, open-enrollment public charter schools in the Boston area. Skip holds an MBA from the Johnson Graduate School of Management at Cornell University and an undergraduate degree from Hamilton College.


Brad Zomick

Brad is the senior director of content strategy at SkilledUp, a subsidiary of the Apollo Education Group. Brad leads content and SEO strategy in order to create the ultimate content machine. He manages 15 full-time writers, designers, copywriters, and marketers, as well as a robust cadre of freelance writers. He coaches direct reports on priorities, productivity, and learning objectives ensuring the whole team meet their quarterly KPIs. As a team, they have exceeded department goals four consecutive quarters. Brad ensures editorial oversight such that content reflects brand positioning and messaging, and aligns to the customer expectations and needs.