Search Everywhere Optimization

TRANSCRIPT – click video above to watch.

Hi, I'm Jason Stevens, VP of Digital Sales, here with today's Digital Enrollminute.

Prospective students don't search in one place anymore. They search everywhere across platforms, formats, and moments.

Everywhere optimization is the strategy of ensuring your institution shows up consistently, contextually, and conversion ready across every discovery channel.

The first component of everywhere optimization is search engine optimization (SEO).

SEO is still where it all starts, where students hop onto Google to look up programs, admission requirements, maybe even financial aid. If your core content isn't discoverable in Google, you're already missing students before they explore anywhere else.

SEO is the trusted traditional search layer, and without it, everything else is harder.

Second is generative engine optimization (GEO).

GEO is all about how your institution appears in AI tools like ChatGPT.

As AI assistants become commonplace in everyday life, more students are turning to these platforms for their college search.

To ensure your school lands in AI generated answers, your content has to be clear, structured, and authoritative. When students ask their AI assistant what schools match their interests, you want to ensure that your institution is on that shortlist.

Finally, we have answer engine optimization (AEO).

AEO focuses on the places students go for quick, instant answers, like Google's AI overview, Siri, or TikTok. AEO helps ensure that when they ask questions like, What's the difference between nursing and public health? Or What does a cybersecurity major actually do?

The answer they get is accurate, helpful, and ideally coming from you.