Using SEO-driven blog posts to rank for your institution’s values

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About the Episode:

What information do you hope a student finds when they search for “why do faculty relationships matter?” or “what does success mean?” Toni-Marie Critelli’s blog post at St. John’s University doesn’t hope for the best, she makes sure her institution’s content is ranking as a response. Tune in to this episode to figure out how as a team of two, they manage to produce 10-14 blog posts a month, ranking no. 1 in keywords such as “career mentoring,” “define success,” and “healthy snacks for college students.” Toni’s blog has seen a %1,400 increase in traffic over the past two years, and has created a prime opportunity for cross-campus content collaboration. 

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Key Takeaways

• SEO Foundations Are Key: A strong focus on aligning keywords with institutional values is essential for crafting meaningful, high-ranking content.
• Use AI as an "Intern": AI tools can help streamline content creation by generating outlines, refining quotes, and creating structured workflows, freeing up time for deeper engagement.
• Diverse Content Sources: Blogs should balance evergreen content, trend-focused pieces, and insights from faculty, students, and alumni to cater to different audiences.
• Niche Research: Platforms like Reddit, YouTube comments, and Facebook groups are goldmines for discovering trending topics and understanding audience pain points.
• Focus on Human Connection: Blogging isn’t just about SEO; it’s a service to the community, fostering reconnections with alumni and engaging prospective students and parents.

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Episode Summary

Blogging as a Tool for Visibility and Connection

Toni Kritelli shared how she identified a gap in St. John’s University’s digital strategy—a lack of a blog—and turned it into a resourceful platform for the institution. Her approach focuses on creating content that embodies the university’s values, making the institution discoverable for what it stands for, not just its name. Blogs are no longer just lengthy text pieces; they’re valuable content hubs that connect institutions with their audiences through relevant and meaningful insights.

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The Challenges of Starting a Blog

Toni acknowledged the challenges of building a blog from scratch, especially as a one-person team. With limited resources and a steep SEO learning curve, she began with foundational questions: What does the institution stand for? What are its strategic goals? Collaborating with faculty, students, and guest writers posed another hurdle—translating academic and informal voices into engaging blog content.

To streamline processes, Toni leaned heavily on AI tools, training them to adopt different personas and generate outlines, ultimately saving hours of manual work. Her approach helped overcome bandwidth limitations while maintaining the human connection that makes blogs impactful.

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Strategies for SEO Success

Toni emphasized the importance of starting with a clear strategy and a focus on SEO-driven goals. Her blog strategy blends evergreen content, like career mentoring tips, with trending topics relevant to students and parents. By sourcing ideas from community-driven platforms like Reddit, YouTube, and Facebook, she ensures the blog addresses real audience questions and concerns. Tools like SEMrush and Google’s “People Also Ask” feature help refine keyword choices and optimize rankings.

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Content Volume and Workflow

Currently producing 13–15 articles a month, Toni shared how she balances ideation, delegation, and execution. Collaboration with an SEO specialist and a mix of faculty and student contributions enable high-quality output without overburdening the team. Clear outlines, consistent communication, and topic prioritization are the pillars of her workflow.

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Results and Impact

St. John’s blog has seen a 1,400% increase in visibility since Toni took charge, with significant traffic growth and social media engagement. Beyond metrics, the blog has re-engaged alumni, turning them into advocates and contributors, and served as a resource for prospective students and their families. Specific topics like career mentoring, plant-based eating, and navigating campus life resonate deeply with target audiences.

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