SEO is not enough: How higher ed websites must evolve for AI search and answer engines

SEO is no longer enough. As AI-powered search tools like Google's AI Overviews, ChatGPT, and Perplexity reshape how users discover information, higher education institutions must rethink their digital strategies.

In this session, Kat Liendgens explores the shift from traditional search engine optimization (SEO) to Generative Engine Optimization (GEO), a new framework focused on making content discoverable, interpretable, and trusted by AI systems. Attendees will learn how AI evaluates website content, the five key signals that influence visibility (structure, clarity, depth, freshness, and governance), and how to operationalize these principles across their institution.

This session offers practical, actionable guidance for higher ed teams looking to ensure AI-driven search and answer engines surface and select their programs, outcomes, and key information.