What Monash did to win in search engine marketing


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.

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