Digital Strategist and Market Researcher in Higher Education
Exploring the intersection of data, strategy, and digital experience in higher education.
Beth Backes, M.Ed, is a higher education strategist specializing in digital marketing, market research, and search engine optimization (SEO). With over 15 years of experience, her expertise and career focus is on strengthening institutional visibility, understanding shifting student demographics, and adapting web and search strategies to meet evolving expectations.
She bridges analytics and storytelling, translating data into actionable insights that inform recruitment, marketing, and brand positioning. Her work emphasizes improving user experience, increasing discoverability, and aligning digital strategies with institutional goals.
Beth earned her bachelor’s degree from Bowling Green State University (BGSU), and her Master’s in Higher Education from the University of Toledo (UT). She was introduced to the world of digital marketing in her graduate assistantship at UT while organizing and promoting an international grant for the university. Beth has worked at Ohio University (OHIO) since 2010 in multiple roles combining academic administration and digital marketing.
With her background in education, and her success in higher education marketing, Beth discovered her passion and expertise in SEO and market research. Her efforts have helped to bring OHIO’s online search visibility to new levels within both search engines and AI (LLM) platforms.
Past Conference & Webinar Presentations
- Google for Education
- America Association of Colleges for Teacher Education (AACTE)
- National Association for Student Personnel Administrators (NASPA)
- Pickerington Chamber of Commerce
Speaking & Professional Interests
Beth frequently presents on topics such as:
- Market research and enrollment trends
- Degree program portfolio review
- SEO and AI web visibility strategy
- Paid media digital strategy in higher ed
- Shifts in student college search habits
BETH BACKES 