AI Search in Higher Education:
How Prospects Search in 2025
© Search Influence. All rights reserved.
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Hear from experts on the multiple methods of measuring CPI and the best way to measure it for your institution.
Hear from experts on the multiple methods of measuring CPI and the best way to measure it for your institution.
With support from Search Influence, an UPCEA Platinum Partner, the UPCEA research team is establishing benchmarks for higher education cost per inquiry (CPI). This study also explores whether professional and online education units track critical metrics that can inform outcomes.
New UPCEA and Search Influence research reveals how AI, search engines, and university websites shape enrollment decisions.
With support from Search Influence, an UPCEA Platinum Partner, the UPCEA research team is establishing benchmarks for higher education cost per inquiry (CPI). This study also explores whether professional and online education units track critical metrics that can inform outcomes.
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You’ll learn how to take the data you already have and use it in your calculation.
You’ll learn how to take the data you already have and use it in your calculation.
Benefits of Attending:
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You’ll receive a worksheet to help you process your data.
You’ll receive a worksheet to help you process your data.
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Discover how to navigate the roadblocks you might encounter to capture your CPI.
Discover how to navigate the roadblocks you might encounter to capture your CPI.
You’ll also learn about a survey in progress by UPCEA and Search Influence to establish a nationwide benchmark for a higher education CPI. We’ll share how you can contribute to this industry-wide conversation, one that will transform how higher education marketers gauge success.
If you have challenges calculating CPI for your institution, we have a roadmap to guide you. Join UPCEA’s Chief Research Officer Jim Fong, Senior Director of Research Bruce Etter, and UPCEA Platinum Partner Search Influence for a discussion on where to start and where to go.
Higher ed marketers must expand their search strategy to include AI.
Without SEO, you don’t show up in AI. Without AI, you don’t get the enrollment.
The good news: Acting now puts you ahead of most institutions.
53% of Respondents Are Not Satisfied With The Performance of Their Marketing Campaigns. How Are You Doing?
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How prospects use search, AI, and YouTube to explore programs
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Which AI platforms students prefer and how often they use them
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How AI search is reshaping trust, influence, and enrollment decisions
Attend Live for a Chance to Win $50
We will draw four names to receive $50!
All live attendees will be automatically entered in the giveaway.
About the $50:
Four winners will receive a $50 credit to a global reward catalog with 1,000+ of the most popular gift cards, prepaid cards, and charitable donations.
AI SEARCH IN HIGHER EDUCATION STUDY: YOUR QUESTIONS ANSWERED.
What is the AI Search in Higher Education study?
The AI Search in Higher Education research is a joint study by UPCEA and Search Influence that explores prospects’ general search habits as well as when searching specifically for professional and continuing education programs.
This higher education marketing research uncovers the platforms, tools, and behaviors shaping the future of student recruitment. It highlights how students search with AI alongside traditional methods and why institutions must adapt their SEO strategies to remain competitive.
Who conducted the AI Search research for higher ed?
The AI Search in Higher Education research was conducted by UPCEA, the leading association for professional, continuing, and online education. Search Influence provided input and insights drawn from nearly 20 years as an SEO agency and AI search experts, helping shape the study around the real-world challenges institutions face in visibility, trust, and enrollment.
Who responded to the AI Search in Higher Education survey?
Responses are from adults interested in professional and continuing education.
The AI Search in Higher Education survey was completed by 760 qualified adult learners between the ages of 18 and 60. All respondents were interested in advancing their skills or knowledge through professional and continuing education but were not currently enrolled. At a minimum, participants had a high school diploma, with 32% holding a bachelor’s degree and 18% a master’s. Most were employed full time, making the data a strong reflection of today’s prospective student audience.
Why focus on professional and continuing education prospects/students?
Professional and continuing education students represent a key growth area for universities, and their behavior often signals broader enrollment trends. By focusing on this group, the study provides actionable insights for marketing leaders that want to stay competitive in an evolving search landscape.
What does this research study reveal about prospective student behavior?
The research study reveals that prospective students use a mix of search engines, AI tools, and university websites to explore programs.
Nearly half of prospects now use AI-powered tools weekly, while 79% read AI Overviews in search results, showing that AI-driven search behavior is reshaping college decision-making. These prospective student search trends point to a need for institutions to ensure visibility across multiple discovery channels.
How will this research help institutions improve student recruitment strategies?
The research helps universities and shools improve recruitment strategies by showing where students actually search and what builds trust.
With prospective learners relying on both AI search and traditional SEO, higher ed marketers gain actionable insights into optimizing for discoverability. This data informs more effective higher ed digital marketing, enabling schools to align content, SEO, and paid strategies with the future of student recruitment.
What is generative engine optimization, and how does it apply to higher ed?
Generative engine optimization is the practice of shaping content so AI-powered search engines and answer engines cite your institution in responses.
For higher ed, this means ensuring program pages, FAQs, and authoritative resources are structured and credible enough to surface in AI-driven results. This approach bridges AI SEO for higher ed with traditional tactics, making your institution more visible in AI and college decision-making moments.
Why is AI SEO important for higher ed institutions?
AI SEO is essential for higher ed institutions because visibility in AI search is now a baseline for enrollment consideration.
Without strong SEO, AI tools cannot surface your programs. Without AI visibility, half of your audience may never see you. AI SEO for higher ed ensures your programs are discoverable, trustworthy, and competitive across search behavior that increasingly includes generative platforms.
What’s the difference between answer engine optimization and traditional SEO?
Answer engine optimization is optimization for AI-generated summaries and direct answers, while traditional SEO focuses on ranking in traditional search results.
Both rely on credible, structured, and authoritative content, but answer engine optimization emphasizes being cited in AI Overviews. For higher education digital marketing, this distinction matters because prospects expect clear, trusted answers in AI-mediated search, not just listings on Google.
How can higher ed marketers adapt to AI-driven search behavior?
Higher ed marketers can adapt to AI-driven search behavior by expanding strategy beyond Google to include AI tools, chatbots, and YouTube.
This involves publishing authoritative, program-specific content that AI can cite, optimizing FAQs for natural language queries, and strengthening site credibility signals. With prospective student search trends showing diversified search paths, marketers must create multi-channel coverage that aligns with how students search with AI.
How can institutions measure performance in AI search engines?
Institutions can measure performance in AI search engines by tracking citations, visibility in AI Overviews, and engagement from AI-driven traffic.
While traditional metrics like cost per inquiry (CPI) and ROI remain important, schools must now add benchmarks for whether AI tools surface their programs. This higher education marketing research underscores that measuring across AI platforms and traditional search engines is key to understanding the full enrollment funnel.
What are the most effective strategies for AI content optimization in higher education marketing?
The most effective strategies for AI content optimization in higher ed marketing are creating authoritative content, strengthening technical SEO, and building credible citations.
Institutions should optimize program pages with multi-word search phrases, add structured data, and ensure FAQs reflect how students ask questions. These AI SEO for higher ed tactics help institutions be cited in answer engines, build trust, and stay visible in the future of student recruitment.
WHAT’S INSIDE THE AI SEARCH IN HIGHER EDUCATION STUDY
SNEAK
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Download the AI Search in Higher Education Study for the full data and recommendations on how to update your strategy.
SNEAK
PEEK
Download the AI Search in Higher Education Study for the full data and recommendations on how to update your strategy.
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Why early adoption of AI SEO creates lasting competitive advantage
This study, conducted by UPCEA in partnership with Search Influence, surveyed 760 qualified adult learners ages 18 to 60 who are interested in professional and continuing education.
Respondents represent diverse education and employment backgrounds, providing a clear view into how today’s prospects search for programs.
The research explores prospects’ general search habits and their specific searches for professional and continuing education programs.
ABOUT THE AI SEARCH IN HIGHER EDUCATION RESEARCH
Search Influence is a woman-owned, ROI-focused digital marketing agency that helps higher education institutions drive prospects into and through the recruitment funnel with analytics-backed strategies. Our work includes SEO, AI search optimization, and paid digital advertising.
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UPCEA is the leading association for professional, continuing, and online education. For more than 100 years, UPCEA has served most of the leading public and private colleges and universities in North America.
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