Let us introduce you!
Marketers, designers, software engineers … just a few of the people who dive into each of our partners’ missions, goals and values in order to create custom revenue and enrollment growth solutions. Every single person at Collegis is integral to our ability to deliver for our partners. We sat down with Search Engine Optimization (SEO) Specialist Nekay Mustapha to find out who she is and what she does.
How do you describe your job to people outside of your field?
I make websites better so that they will show up in the search-result pages on Google or other browsers when people are researching different topics.
How is your role key to supporting our partners?
SEO is a long-term strategy, and it takes time for the return on investment to manifest. My role is key to partner happiness because I help ensure that a college’s SEO plan is sustainable. When you invest in optimizing a college’s website, and its continually updated content, it pays off over time via increases in site traffic and authority.
What are some typical questions you get from either co-workers or partners?
– Which pages on the site are high-converting?
– What keywords are we ranking for on page 1?
– How is nursing (or another academic program) doing? By that, people are usually really asking about the rate of inquiries per week, and how it compares with recent trends and seasonal benchmarks.
What skills do you need to do your job?
You have to be adaptable, creative and technical. It’s important to have good knowledge of other digital marketing channels.
What do you most enjoy about your job?
I love that everything is always changing in SEO. Every month brings a new challenge. My goal is to please Google (the king of search engines) as well as the prospective students who are in the midst of their college-selection journey. The needs and wants of both are always changing, and I strive to find the perfect balance.
Are you drawn to higher ed? If so, why?
I am definitely drawn to higher education! I was and still am heavily involved with Upward Bound, a program that encourages and motivates low-income high school students to meet their academic potential and pursue college. This has been gratifying work in that I’ve been able to witness my several mentees successfully go off to college and graduate.
Throughout college, I also worked for my institution’s international partnership director. That led to an opportunity to work in Malaysia for nearly a year to help create academic opportunities for Wisconsin students who wanted to learn through immersion in Malaysia’s robust agricultural sector. This partnership also opened the doors for Malaysian agriculture students to study in Wisconsin and [elsewhere in] the United States. When I started at Collegis, I was delighted to find that promoting the value of education would continue to be a part of my work.
What do you most value today from the experience you had as a college student?
There are so many underutilized resources to help students thrive no matter what school you go to, large or small.
Three words that describe Nekay’s role: research, communicate, influence
Qualities sought in new hires: open-minded, ready to learn, motivated
College: University of Wisconsin-River Falls
Degree: Bachelor of Science in Business Administration with a concentration in Marketing and Information Systems
What is the last app you downloaded to your mobile phone and/or tech tool you purchased for yourself?
The last app I downloaded was the Amazon Go app for a recent trip to Seattle. This app is fantastic because it is based on the technology that runs a new kind of Amazon store in Seattle. In this store, shoppers can walk into the store, get what they want, then leave. There are no lines or checkout. You must have the app open once you enter the store. Then, you can pick up whatever you like, and leave without stopping to pay at a kiosk or through a cashier. Once you leave the store, the card that is associated with the Amazon app is charged. I tried it at the store and loved it!