The new rules for .edu keyword optimization in AI search

The world of search engine optimization (SEO) is changing quickly, and if you’re a marketing, enrollment, or web leader managing a college website, some of the old SEO rules don’t apply anymore.

Google’s “zero-click” era is here—where AI Overviews deliver answers straight onto the results page, cutting websites out of the conversion path. As an SEO specialist on EAB’s Digital Agency team, I work closely with many colleges and universities—and I can confidently say: if your keyword strategy hasn’t evolved in the last 12 months, you’re already behind.

In this blog, I’ll share four ways college and university websites can stay competitive as clicks become harder to earn—by rethinking keyword strategies and focusing on high-intent traffic.

Familiar with the AI search landscape for higher ed? Skip to the tactics.

Understanding the zero-click and AI-driven search landscape

According to a study by SparkToro and SimilarWeb, over 65% of Google searches end without a click to another web property—a trend we are also seeing play out for university websites. This is the “zero-click” environment, and it’s only intensifying with items like Featured Snippets, Knowledge Panels, “People Also Ask” (PAA), Local Packs, and now, Google’s AI Overview.

Google’s AI Overview adds yet another layer to this evolution. Users are now seeing answers summarized by AI at the top of the Search Engine Results Page (SERP), pushing traditional organic results further down the page. In some queries, the AI-generated snippet takes up the first full portion of the screen.

For colleges and universities, this means that potential students searching for terms such as “best nursing programs in Alabama” or “how to transfer to a university from a community college” may never actually click through to your website, even if you rank in the top 3 for that keyword.

What does zero-click mean for higher ed SEO?

The goal of SEO is no longer to simply get clicks. Now, it’s about ensuring your brand, programs, and value propositions are present and visible in the AI answers and zero-click elements. This requires a shift in how we approach keyword optimization, content creation, and visibility.

Here are some practical ways university marketing leaders can rethink their SEO keyword strategy

1. Target questions, not just keywords

In an AI-driven search environment, question-based queries are becoming the new standard. Today’s prospective students are savvier, more conversational searchers—they’re talking to their search engine, so to speak, rather than simply typing in a keyword. And they expect a response that feels personalized and human—not just a list of links. Take the following example:

These types of questions are more likely to surface in PAA boxes, Featured Snippets, and the AI Overview because they directly address search intent.

2. Build authority with relevant content

Google’s AI prioritizes authoritative, well-rounded sources. If you only have a single page for your biology degree, and nothing else supporting it, you’re not going to win against institutions that have additional pages with strong content supporting that topic.

For example, let’s say you’re promoting a bachelor’s in cybersecurity. Go beyond a basic program page by creating additional content to support it. A few ideas for this may look like the following:

• Career guides: “Top 10 Cybersecurity Jobs for Recent Graduates”
• FAQs: “Do you need a degree to work in cybersecurity?”
• Tools & trends: “Best Open-Source Tools Every Cybersecurity Student Should Know”
• Industry partnerships: “How Our Program Prepares You for CompTIA Certification”

Each page should interlink and support the main program page, signaling to Google that your site is an authoritative resource on the subject.

Learn More About Creating an AI-ready, Authoritative .edu Content Strategy

3. Optimize for Featured Snippets and AI Overview

If users are not clicking to your site, you want, at the very least, your content featured in Google’s AI Overview.

Here’s how to increase your chances:

• Write concise, factual answers to common questions (in 40-60 words)
• Use clear subheadings (H2s/H3s) that align with user queries
• Structure lists, definitions, and how-to steps clearly
• Add schema markup (FAQ, HowTo, Q&A) to guide Google’s understanding

Example: For the query “how to apply to college as a transfer student,” include a well-structured section like:

How to Apply to College as a Transfer Student

1. Research schools with transfer-friendly policies.
2. Gather transcripts and course syllabi.
3. Check application deadlines and requirements.
4. Submit your application through the university portal.
5. Follow up with the admissions office.

Google may even pull this exact list into a Featured Snippet or AI Overview.

4. Measure success differently

Traditional SEO metrics like clickthrough rate (CTR) and organic clicks are becoming less reliable in a zero-click world. Instead, focus on:

• Visibility in AI Overviews and Featured Snippets
• Brand mentions in AI summaries
• Impressions (via Google Search Console) over clicks
• Engagement metrics once users land (such as time on page, scroll depth, conversions)

These metrics provide a more realistic picture of how SEO contributes to awareness and enrollment in the current search landscape.

Are You Leveraging GA4 to Track Engagement?

Putting an optimized search strategy into practice

Let’s say your university offers an online RN to BSN program. Your old approach might include a focus on keywords like “online RN to BSN.” While these are still useful, they’re highly competitive with both search and paid listing. Consider this example as you optimize your search strategy.

Creating content that answers these questions has a stronger chance of earning placement in featured snippets the AI Overview results.

Final thoughts: Ensure your content answers the questions

In this new era, SEO isn’t just about a few well-place keywords, backlinks and meta tags. It’s about understanding what prospective students are searching for—and answering their questions as clearly and thoroughly as possible. Prioritizing content strategy in this way helps your site appear in Google’s Featured Snippets and AI Overview.

If your institution is still focused on phrases such as “best college in [state]” or “MBA program near me,” it’s time to evolve. Get in front of AI search. Write the snippet. Let your content do more to drive enrollment results.

Rebuilding your SEO strategy and continuing to stay ahead of emerging trends can feel overwhelming. Let resources such as this blog—and a trusted higher ed partner—guide your next steps. EAB’s Digital Agency team can help you transform your website into a powerful recruitment tool that connects with today’s students, strengthens search visibility, and drives enrollment growth.