Ep. 32: Rethinking Web Traffic: How Conversational AI is Changing Student Search

Worried about falling website traffic? You’re not the only one. In this episode, Megan Andrews, Digital Strategy Consultant at Squiz, joins us to talk about why fewer clicks do not necessarily mean less engagement, and how conversational AI is changing how students find and interact with information online. She also shares why it’s time to stop obsessing over visitor counts and start measuring real value, how AI-powered search can reveal what students are really thinking, and why there’s no better time to experiment than right now.Join us as we discuss: [2:45] What a dip in organic website traffic really means[10:01] The real challenge: starting before it is perfect[16:34] Why higher education’s culture of sharing is a superpowerTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for AI for U with Brian Piper in your favorite podcast player.Episode Prompt: Replace the items in brackets [] with the specifics for your institution. You may need to focus this prompt down to look for one strategy for one audience depending on the results you get.You are an expert in higher education marketing and AI search discoverability.Your task is to analyze how [institution name], [institution URL], appears in AI-generated search results.Based on the following, generate a list of conversational searches that audiences might run to learn about the school that could be used to test the visibility in ChatGPT around strategic priorities for their target audience.Strategic Priorities: [insert institution’s strategic priorities here or link to URL]Mission Statement: [insert institution’s mission statement here or link to URL]Primary Audiences: [insert institution’s key audiences for reaching strategic priorities]Examples:“Is [institution name] a good school for [priority program/field]?”“What is [institution name] known for?”“Best colleges for business in [state].”“Student experience at [institution name].”“How much does it cost to attend [institution name]?”Run these conversational searches in ChatGPT.For each, capture whether the institution appears in the AI-generated results.Provide a narrative summary that answers:Where and how does the institution appear across AI platforms?What information (facts, claims, rankings, or highlights) do the AI results display?What links, if any, are included (official site, third-party rankings, Wikipedia, etc.)?How well does this representation align with the institution’s strategic priorities, mission, and key audiences?What gaps or risks are present in the current AI search presence? (e.g., outdated info, missing strengths, unfavorable comparisons)Output a single narrative summary, connecting the institution’s visibility back to its mission and strategic goals, and highlighting areas where content or visibility could be improved.Guest Name: Megan Andrews, Digital Strategy Consultant at SquizGuest Social: https://www.linkedin.com/in/meganandrews/Guest Bio: Megan Andrews is a seasoned digital consultant with deep expertise in content strategy, brand development, and user experience. In her role at Squiz, she partners with higher education institutions to modernize their digital presence and create student-centered experiences that drive engagement and outcomes. Her recent work emphasizes the use of AI-powered conversational search tools to help universities better understand user behavior and deliver more intuitive, impactful digital interactions. Previously, Megan worked in content and channel strategy at Stanford University, shaping communications for one of the world’s leading academic brands. With nearly two decades of experience across industries, she brings a unique ability to bridge storytelling, technology, and strategy to help organizations build stronger connections with their audiences. - - - -Connect With Our Host:Brian Piperhttps://www.linkedin.com/in/brianwpiper/About The Enrollify Podcast Network:AI for U is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 —  The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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