Caroline Roberts is a content and SEO strategist at iFactory, where she consults  with higher ed clients about content inventories, content planning, technical SEO evaluations, keyword-optimized writing and Google Analytics. Roberts has worked with Edinboro University, Flagler College and Rhode Island Housing on their search engine optimization, and she has researched keywords and written content for clients such as the Department of Defense and the National Geographic Channel. Lately, she has been working with clients on setting up their Google Analytics and focusing on which KPIs and metrics are best to report. She has spoken on content inventories and SEO at a slew of conferences and has published her content theories in A List Apart.