SEO Specialist Profile - Doug Luberda
Around the globe, Keypath employees are united by their belief in the transformative power of education, their commitment to helping our university partners create the best online education experiences, and their enthusiasm for their work. Their distinctive skills, responsibilities and personalities are what allow Keypath to continue providing unrivaled online education services.
We would like to give you a glimpse into who these employees are, and how their expertise translates into success for our partners. Today, Doug discusses what he does at Keypath, why he loves it, and how the SEO Specialist role is integral to reaching students:
What are your key responsibilities as an SEO Specialist?
I am responsible for driving qualified organic traffic to our partner websites. Essentially, that means I use research-backed data to make sure the right students find the right university for them, based on their activity in search engines like Google. I also analyze how users experience our partners’ websites through heatmaps and click data, to make sure the sites are easy to use and encourage users to act.
What kind of skills do you need to be an SEO Specialist?
I have a degree in Human-Computer Interaction, which certainly helped me learn the technical specifics I need for this role. However, I would say the ability to think critically is the most important skill for working in SEO … and for making it through life in general.
Why is your role important at Keypath?
When students start to research prospective universities, one of the main ways they do so is digitally – on the internet. Google is one of the key tools they use research – they’ll search for ‘universities near me,’ ‘online bachelor’s degree programs’ and so on – and Google will produce either get paid or organic results. As an SEO specialist, I make sure that our partner sites show up when students search for relevant keywords, so they can click through. Because an SEO Specialist is tasked with driving this qualified traffic to our websites; I am responsible for a good portion of the students that end up signing up for any given program.
What do you enjoy most about your role?
I enjoy the data analysis and the constant fluctuation of the competitive landscape. What works today may not work tomorrow, so you must do continuous analysis to stay on top.
What do you enjoy most about working at Keypath?
It’s rewarding knowing that I’m helping people find the right degree program. Day to day, my coworkers make the job enjoyable. Everyone at Keypath is willing to help and determined to understand what others are doing. Because of that attitude, I think any given person here is capable of doing any given task. We are all here to learn and grow - and actively do so.