4
on-site Brafton leaders to deliver the summit
6
core training modules
7
disciplines connected through one strategy
4
teams empowered to put training into practice
The session was incredibly insightful, engaging, and informative. We truly value our partnership with Brafton, and it’s clear your team brings expertise and passion to the work you do.
Marketing & Communications Department
THE CHALLENGE
Transforming Changing Search Into Practical Knowledge
For the marketing team at a private, multi-campus health sciences university, understanding how search was changing, and how to make the most of it, had become a priority.
The initial ask was relatively focused: Help the team better understand Google Search Console and how its data could uncover keywords, emerging topics and new content opportunities. But our conversations quickly revealed a larger opportunity.
As search behavior evolves across Google, AI platforms and YouTube, responding effectively requires more than an SEO strategy. It requires teams across the university to share insights, align their priorities and understand how search influences the entire prospective student journey.
- Content and editorial teams needed to translate search behavior into clear, coordinated content priorities.
- UX teams needed to connect those insights with points of friction across the prospective student journey.
- Paid media specialists needed to incorporate organic search data into campaign targeting and messaging.
- Video teams needed to align their strategy with an increasingly important discovery channel — and with the wider content and media mix.
So, rather than cram everything into a generic presentation, Brafton set out to design a customized, in-person summit around the university’s actual data, audiences, priorities and people.
THE SOLUTION
Curriculum development
Custom workshops
Tailored training material
AI visibility education
For this summit — just one entry in our ongoing series of summits and trainings for this client — we started with Search Console to identify real search behavior and opportunities to transform into training materials.
We examined queries about career pathways, program comparisons, salaries, certifications and “how to become” searches, while also reviewing emerging referral traffic from ChatGPT, Gemini, Perplexity, Copilot and Claude.
This research allowed us to build a truly custom curriculum that was both educational and actionable — and far beyond any standardized training program.
During the summit, we walked through searches directly related to the university’s market, including queries such as “nursing career paths,” “how long is nursing school,” and “NP vs PA”.
Then, we connected those searches to real opportunities across content, faculty profiles, program pages, UX and video while also aligning with larger institutional priorities, making this an applied strategy session rather than a general introduction to SEO or AI visibility.
These were designed to be hands-on sessions, too.
The agenda moved from the evolution of search and generative engine optimization (GEO) into Search Console, a live query-mining workshop, demos, discussions, AI discovery, YouTube strategy and more.
We showcased how our client’s marketing team can leverage Search Console not simply as an SEO reporting tool, but as a source of audience intelligence that reveals demand, language, emerging trends and unanswered questions directly from their target market.
Using real searches, attendees explored the intent behind individual queries and considered what the university should create or change in response. The same data was examined from multiple perspectives, showing how a modicum of search insight could inform editorial planning, technical SEO, UX, paid media or video strategy.
THE OUTCOME
From Complex Concepts to Confident Conversations
4
Brafton leaders on-site to deliver the summit.
6
custom training modules.
7
disciplines connected through one search strategy.
4
teams empowered to put training into practice.
No traffic chart or conversion report was waiting at the end of this engagement. The goal was knowledge transfer: to help our client’s marketing, communications and information services teams gain a clearer understanding of modern search and, more importantly, to help its people understand what those changes mean for their own work.
The clearest measure of success came directly from our day-to-day contact, who also attended the training:
The enthusiasm you shared was contagious, and we found ourselves talking about your sessions for the rest of the afternoon. You make complex concepts simple and bring SEO out of the black box. The team left feeling empowered to apply the principles to their work.
Marketing & Communications Department
That response reflects what custom training can accomplish that an off-the-shelf course often can’t.
Because Brafton prioritized understanding the university’s website, audience, search data and organizational priorities ahead of the summit, we could explain new concepts through familiar examples. And because the summit brought together expertise spanning SEO, GEO, editorial, UX, paid media and video, questions didn’t have to fit neatly within one discipline.
Our presenters could follow the conversation wherever it went, slowing down around unfamiliar concepts, digging deeper into topics generating discussion, and connecting individual questions to their implications across the broader marketing ecosystem.
That combination transformed this from a simple training session into something much bigger: a shared framework for how entire, distinct departments can think about search, content and digital discovery together.
Tailored Training for Every Team
Digital marketing doesn’t stand still, and neither should the teams responsible for it. With custom workshops, summits and in-person training, Brafton brings the right specialists into the room to translate what’s changing into practical strategies that speak clearly and directly to your organization and audience.
Want to bring Brafton’s experts to your team? Let’s build a custom training program around the challenges, channels and opportunities that matter most to your business.
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