Background and Purpose
McMaster is focused on advancing our digital ecosystem, through the identification and delivery of a shared user experience, design, analytics and content management system and the ability to build the University brand and digital channels in a more cohesive, efficient and effective way. A well-developed digital ecosystem will support our ability to improve our global reputation which ultimately will help influence our results in global rankings as well. It will also better profile our research; our academic programs; and our ability to attract top students, faculty and staff. Investing in McMaster’s digital ecosystem will enable us to innovate and iterate for the greater good of the institution.
Scope/Objective
The scope of this initiative is to identify, evaluate, and acquire an enterprise Software-as-a-Service (SaaS) platform that enables the organization to effectively optimize its digital content for search engines, improve content visibility, and manage domain authority across all published digital assets. Digital assets and content are published across of hundreds of individual websites and social media channels, and managed by decentralized teams across the organization. The platform must be able to support a large user base of distributed SEO teams with individual access to data across many different content publishers across the university.
The platform must support comprehensive SEO capabilities including keyword tracking, backlink analysis, content performance monitoring, technical SEO audits, AI prompt and answer tracking, and integration with content management systems (CMS). It should also provide actionable insights, and automation features to enhance the ranking and discoverability of digital content across major search engines and the AI models they are employing to evaluate the quality and authenticity of content.
