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<p>Enrollment decisions are made long before a student fills out a form. In higher education, online searches are among the clearest signals of intent, surfacing questions about flexibility, cost, and outcomes that shape a student’s journey months before they’re ready to convert.</p>

<p>In this episode, Tom and Veronica analyze how two industry leaders—<strong>Arizona State University (ASU)</strong> and <strong>Southern New Hampshire University (SNHU)</strong>—use search to capture that intent. While both institutions dominate the higher ed landscape, their enrollment marketing strategies reflect two very different approaches. ASU relies on dynamic search ads and long-term digital advertising to maintain scale and visibility across a broad range of program queries. SNHU, meanwhile, has invested in a sustained SEO strategy, answering student questions directly to build familiarity and trust early in the research phase.</p>

<p>We dive into the benefits of each approach and explore why aligning enrollment marketing with real student behavior is what ultimately moves the needle when it comes time to make a decision.</p>

<p>Tune in to the full episode above to hear our take on the future of search-driven enrollment marketing.</p>

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<h5 class="wp-block-heading">Reference Links</h5>

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<li><a href="https://www.youtube.com/watch?v=q19-9YlJ--A">ASU President Michael Crow on the Enterprise Model in Higher Education</a> </li>

<li><a href="https://www.youtube.com/watch?v=QPvxTVa53r4">The Transition from Ed-Tech to Tech-Ed with ASU Chief Information Officer Lev Gonick</a></li>

<li><a href="https://www.youtube.com/watch?v=4Q7JdYUgs5I">Seth Odell - Marketing in Online Higher Education</a></li>

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<li><a href="https://www.ispot.tv/ad/27Mn/arizona-state-university-journey-anywhere">Arizona State University TV Spot, 'Journey Anywhere'</a></li>

<li><a href="https://www.youtube.com/watch?v=lUFjaWRQnDw">ASU Charter: Learning is for everyone</a></li>

<li><a href="https://www.youtube.com/watch?v=fn6Hz9vQpx8">SNHU - We Drove Across the Country to Celebrate Student Success</a></li>

<li><a href="https://www.youtube.com/watch?v=xom7WfjO1Lw">Across the Country | SNHU Commercial</a></li>

<li><a href="https://www.youtube.com/watch?v=roe5Z1-A4mw">See Yourself Succeed | Diploma Deliveries</a></li>

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<ul class="wp-block-list"><li><a href="https://www.youtube.com/watch?v=q19-9YlJ--A">ASU President Michael Crow on the Enterprise Model in Higher Education</a> </li><li><a href="https://www.youtube.com/watch?v=QPvxTVa53r4">The Transition from Ed-Tech to Tech-Ed with ASU Chief Information Officer Lev Gonick</a></li><li><a href="https://www.youtube.com/watch?v=4Q7JdYUgs5I">Seth Odell - Marketing in Online Higher Education</a></li></ul>

<ul class="wp-block-list"><li><a href="https://www.ispot.tv/ad/27Mn/arizona-state-university-journey-anywhere">Arizona State University TV Spot, 'Journey Anywhere'</a></li><li><a href="https://www.youtube.com/watch?v=lUFjaWRQnDw">ASU Charter: Learning is for everyone</a></li><li><a href="https://www.youtube.com/watch?v=fn6Hz9vQpx8">SNHU - We Drove Across the Country to Celebrate Student Success</a></li><li><a href="https://www.youtube.com/watch?v=xom7WfjO1Lw">Across the Country | SNHU Commercial</a></li><li><a href="https://www.youtube.com/watch?v=roe5Z1-A4mw">See Yourself Succeed | Diploma Deliveries</a></li></ul>

ASU vs SNHU: Search and SEO in Higher Ed Enrollment Marketing