Overview
The academic program marketing pages were developed by the Division of Communications and Marketing to target prospective undergraduate and graduate students. The marketing-focused content drives prospective students to learn more about Binghamton and its programs at a high level.
All program pages drive visitors to request more information (via Slate forms) or to apply. The program pages have generated over 10,000 leads in the past five years and collectively received over 100K pageviews annually.
The undergraduate and graduate program pages attract both direct and organic website traffic. Organic traffic is driven by optimized content, appropriate heading tags, and targeted keyword usage, all of which enhance Seach Engine Optimization (SEO). This ongoing optimization helps achieve higher rankings in non-paid Google search results, allowing prospective students to find the pages more easily without additional cost.
Maintaining specific keywords and a consistent website structure is crucial for sustained results. Our team regularly analyzes Google search results and keyword trends to refine this approach, making it a highly cost-effective marketing strategy.
Direct traffic is generated through backlinks and paid search engine marketing, such as pay-per-click and display advertising, which directs users to the program pages. Overall, keeping these pages consistent, keyword-rich, and technically optimized is essential to maximize both direct and organic traffic.
Template sections
Below is a description of the undergraduate and graduate templates along with who is responsible for updates, edits and maintenance for each section. The original content was created with the approval of academic departments; however, updates, edits and maintanance for each section should be directed to the department as noted in the chart. Only staff in the offices below are able to access the academic program pages to make edits.
| Section | Description | Contact for updates | UG page | Grad page |
|---|---|---|---|---|
| Marketing Overview | An overview of what the program is and why Binghamton is the best choice. Marketing video (if one exists) | Rebecca Kahn, Division of Communications and Marketing (C&M) | yes | yes |
| Degrees Offered | Defined list from Provost's Office | Office of Institutional Research (OIR) | yes | yes |
| Internships, Research Opportunities and More | Internships, Research Opportunities and More | Rebecca Kahn, Division of Communications and Marketing (C&M) | yes | yes |
| After You Graduate | After You Graduate | Rebecca Kahn, Division of Communications and Marketing (C&M) | yes | yes |
| Accelerated/4+1 Degrees | General information about 4+1 programs with links to specfic agreements | Office of Institutional Research (OIR) | yes | yes |
| Minors | A list of available minors | Forward your request to C&M along with verification from OIR | yes | |
| Coursework | Descriptions of a few exciting and engaging courses that will pique the interest of prospective students. Note: This is not intended to be a curriculum worksheet | Rebecca Kahn, Division of Communications and Marketing (C&M) | yes | |
| Admissions Requirements | General information about admissions requirements with links to specfic program requirements. | Office of Graduate Recruitment and Admissions (OGRA) | N/A | yes |
| Funding/Scholarships | General information about funding with links to specific program opportunities. | Office of Graduate Recruitment and Admissions (OGRA) | N/A | yes |
Department websites
Within every program page there are links to the related department's website which allow departments to maintain specific information and enhance student understanding of the more functional information about their programs.
- The department sites SHOULD expound upon the general program information, providing more granular information such as highlighting labs, showcasing faculty research, detailing scholarship info, etc.
- The department sites SHOULD NOT simply duplicate the marketing program page as this creates confusion for users, duplicate content, and harms our SEO performance.