Navigating Search Visibility in the AI Era
AI is reshaping the student search journey. Forty-six percent of Gen Z students are already using AI tools during their college search, often relying on instant, or “zero-click,” answers instead of clicking through results. At the same time, 79% still look to your website as their top source for information, underscoring the essential role your .edu plays in guiding student decisions.
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46%
of Gen Z students use AI tools during their college search
But the rules of search visibility have changed. AI tools such as ChatGPT and Google’s AI Overview surface what they deem the “best” answers, even when those answers are outdated or inaccurate. If your website’s key enrollment content isn’t well-structured and current, your institution may be misrepresented—or not appear at all—on AI search tools. Schools with clear, trustworthy .edu content gain a distinct enrollment advantage in the AI era, while others risk falling behind.
In our guide, we share four tools to help your institution protect search visibility, capture student attention, and convert interest into enrollment in an AI-powered landscape. Download the guide or explore each tool below.
Tool 1: Understand the Terminology
As search evolves, so does the language we use to describe it. This tool outlines definitions of emerging search terms, along with key similarities and differences that can help your institution build authority across platforms and stay ahead.
Tool 2: Learn the Core Elements of AI Search Visibility
Large language models (LLMs) and answer engines work differently than traditional search, and this shift raises the bar for website content. Follow the practices listed in this tool to ensure your institution gets found, featured, and chosen across both traditional and AI-driven platforms.
Tool 3: Enhance Keywords for AI Search
Strong keyword strategy has always been central to search visibility, but AI is changing how keywords are interpreted and surfaced. Use this checklist to align your enrollment-critical content with the right keywords and ensure it remains discoverable across both traditional and AI-driven search platforms.
Tool 4: Audit Your .edu Search Visibility
Before you can improve your strategy, you need to know how your institution is showing up in search results. This tool shares EAB’s approach to auditing search visibility. See where your .edu appears in traditional and AI results, how your brand and programs are represented, and which gaps to address to protect enrollment.
Access the tool
This tool is available through EAB's Digital Agency. Complete the form below for immediate access or log in.