With the internet taking so prominent a role in how today's students find and choose colleges, a growing number of schools are partnering with search-engine marketing firms to design school web sites that vault to the top of students' internet search-result pages.

Officials at Southern New Hampshire University (SNHU), for example, are working with the Peterborough, N.H.-based company @Web Site Publicity on a campaign to attract students looking to study criminal justice online.

The campaign's goal is to make sure that, when students are looking online for information about such...

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