What Monash did to win in search engine marketing

Tertiary education provider shares its approach to search engine marketing in-house, the technologies helping improve its game and why voice search is the next big thing

Attracting prospects to your website should be a simple matter of buying the right search terms and waiting for the traffic to roll in.

But when your site carries more than 65,000 pages, your audiences includes groups that have both varying and overlapping needs, and your core target can take years to convert, a more sophisticated solution is needed.

This is the situation Monash University found itself in in 2017 when it decided to bring its search marketing in-house.

“With a university as big as Monash we have a variety of audiences we communicate with,” Monash director of marketing infrastructure, Amin Foda, told CMO. “The priority areas we focus on driving are around work, study, research and support. So our audiences are built off the back of that. The complexity of it is they are not necessarily wearing a single hat at any given time.”

For example, a post-student might also be an alumnus, while an industry partner might have also been a student.

“The main ones are the future students, but you have your influencers around them, such as the parents and the counsellors, the schools and their friends,” Foda explained.

Search represents an important channel for Monash, particularly from an acquisition perspective. “Both organic and paid are as important as each other,” Foda continued. “We need to try and rank as highly as possible and avoid paying against our search terms as much as possible.

“But we don’t just look at one channel on its own. It really depends on our audiences and where they are at. So we make sure we are available where our audiences are rather than the other way around.”

Monash SEO specialist, Shefali Joshi, said the university chose SEMrush to provide an all-in-one digital marketing tool to help improve its online branding and Web presence. This provided Monash with toolkits for SEO, competitive research, content marketing and site auditing.

“This has helped us improve our future student platforms and optimise them,” Joshi said.

Since using SEMrush, Monash has improved its future student traffic purely from searches by 144 per cent. “And we have been able with the help of their site audit tool to fix more than 100,000 issues,” Joshi said.

These have included completing a HTTPS implementation, as well as fixing numerous redirects, missing alt tags, and broken links and email address, and optimising metadata.

The key focus now for Monash is in voice search, where Joshi claimed Monash has already captured 30 per cent of the market.

“We’ve been able to capture the voice search market because we get SEMrush’s position tracking tool which shows us the featured snippet opportunities,” Joshi said. “The featured snippet is the only answer that is going to win you the Google voice search.

“Right now, voice recognition technologies are only 90 per cent accurate. As soon as it becomes 99 per cent accuracy, it will be a game changer and everyone is going to be talking to their devices.”

Read more of our case studies on Australian digital marketing and advertising success:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu  

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey WhatsApp chatbots need to be added to a business’ tool belt to engage with the always-on customers. Easy to build in literally 5 step...

Unnit Dedhia

How chatbot marketing brought a supernatural exhibition to digital life

Read more

We’re seeing an increase in customer loyalty after businesses began implementing Live Chat. Here’s your one-stop guide on Live Chat suppo...

Fiza Syed

Customer loyalty in the time of COVID-19

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

Blog Posts

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Why marketing and UX teams must join IT on cyber security

For far too long, cyber security has been considered the sole domain and concern of the IT department, with other departments including marketing, UX and design, firmly entrenched in the belief it is not their concern. The reality could not be further from the truth. In fact, this view is dangerous as it could lead to irreparable brand damage and a lack of trust in consumer behaviour.

Nicki Doble

CIO, Cover-More Group

Sign in