Search Visibility Program
Defining and executing an enterprise search strategy that drove measurable organic growth and positioned institutional web properties ahead of industry benchmarks, then evolving that strategy as AI-driven search reshaped how content gets discovered.
The Problem
Institutional web properties were underperforming in search, with no systematic approach to technical SEO, content optimization, or performance monitoring. There was no baseline measurement, no governance around metadata or site architecture, and no strategy for capturing organic traffic at scale.
The Approach
I conducted a full technical SEO audit across all web properties, prioritizing issues by impact and effort. I implemented site architecture improvements, metadata standards, schema markup, internal linking strategy, and crawlability fixes. I introduced BrightEdge as the ongoing monitoring and strategy platform and established a regular reporting cadence for leadership.
- Full technical SEO audit across all web properties
- Site architecture, metadata, and schema markup standards implemented
- BrightEdge introduced for monitoring, keyword strategy, and reporting
- Regular SEO performance reporting cadence established for leadership
- Strategy evolved to include AEO and GEO as AI search emerged
The Outcome
Organic traffic increased by 67% in the first year of owning search strategy. The institutional SEO score was raised from 87 to 93.8, surpassing the education industry benchmark of 83.1 by over 10 points. The strategy was subsequently expanded to include Answer Engine Optimization and Generative Engine Optimization, keeping the organization ahead of how AI-driven search is reshaping content discovery.