Search Engine Optimization (SEO)

SEO in higher education plays a critical role in attracting and engaging prospective students and faculty, promoting academic programs and research, and enhancing the institution’s overall visibility, brand, and reputation online.

At BU, MarCom acts as a thought leader, keeping up with the latest trends and changes in search engine algorithms and best practices to ensure the institution and its many schools, centers, and initiatives remain competitive in attracting its target audiences.

During web design and SEO projects, the SEO Manager works closely with the Data Analyst, Digital Strategist, Creative Directors, Designers, and clients auditing websites, participating in stakeholder interviews, and contributing to strategy recommendations, information architecture, and wireframes to deliver a website and high-quality content optimized to engage visitors and drive quality organic traffic that converts, informs, and best represents the BU Brand.

But SEO isn’t just about content optimization. A technically sound website not only improves search rankings but also makes it more likely that prospective students and other visitors will engage with the content and take action. As an ongoing responsibility, the SEO manager collaborates with Interactive Design and IS&T leadership to recommend and implement framework-wide enhancements that improve performance, user experience, and meet the technical requirements of search engines for crawling and indexing.