In our expanding marketing work with institutions around the country, Enrollment Builders’ consultants have a unique opportunity to get an insider’s view of what many colleges and universities do right and — sometimes more importantly — the recurring tactical mistakes that can lead to chronically underperforming programs. As Search Engine Optimization (SEO) becomes an even more crucial part of every organization’s marketing plan, we’ve been able to see first-hand the challenges that many institutions face in building smarter search programs that yield significantly higher ROI. Here are four of the most common hurdles colleges and universities encounter as they focus on SEO: