SEO is everyone’s job: making visibility a shared responsibility in Higher Ed

Written By Rich Endean

Guus Goorts,

Guus Goorts / Crystal Marketing BV 🇳🇱

SEO isn’t just for specialists - it’s a team effort. Based on real case studies, this session explores how to build visibility across your institution. Learn how to embed SEO into everyday work, make a business case for investment and drive collaboration between content, marketing and academic teams.

Key takeaways

  • See how SEO can support multiple roles and functions.

  • Build a business case for investing in search visibility.

  • Identify quick wins to improve discoverability institution-wide.

Guus Goorts is a digital strategy consultant, trainer, and author with over 15 years of experience in international student recruitment. He specialises in helping universities make their websites and online marketing genuinely useful — for students and for staff. His most recent book, Genuinely Helpful: A Practical Guide to Effective University Websites, offers practical, real-world approaches to improving discoverability, usability, and collaboration across teams. Guus has worked with institutions across Europe and Asia, including Avans University of Applied Sciences, Koç University, and the British Council. He’s known for bridging the gap between strategy and hands-on implementation — and for keeping things free of hype.

Rich Endean
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