As the search landscape evolves to incorporate AI-driven features and large language models (LLMs), and users turn to these tools in place of traditional search, SEO best practices in higher education are being challenged and transformed. This session will explore how AI is reshaping search behavior for your users, and the impact of that on content strategy, and digital marketing for colleges and universities. Attendees will gain practical tactics to adapt their SEO approach for AI-first search experiences, from the dos and don'ts of leveraging AI tools for content development and keyword research to optimizing institutional websites for AI-powered search. Key Takeaways: How AI and LLMs are changing the search landscape and what it means for your institution.Strategies to opitmize your university websites and content in an AI-driven search ecosystem.Where and how you can appropriately use AI to help in SEO and content efforts without compromising quality.How you can balance the ethical considerations and challenges of using AI with you institution's values.
