Tuesday, September 30, 2025, 2:00 PM - 2:45 PM EDT
With the rollout of AI-powered generative search, students no longer just look for programs and answers — they're searching for inspiration, insights and trusted advice. Blog and thought leadership content is a powerful way to expand your institution's reach, build trust and engage students at every stage of their search journey. But creating content that ranks on search engines and resonates with students requires more than just your traditional SEO tactics — it requires a search experience optimization mindset.
In this session, we explore a transformative approach to SEO that increases higher education website traffic and conversions. We will share how the University of Idaho achieves its goals by developing user-centric content that meets prospective students where and when they search.
We will delve into:
- What thought leadership content is, why it matters and how it serves students' college search journey.
- How to craft thought leadership content that speaks to prospective students in the age of AI-driven search.
- How to create content that prioritizes experience, expertise, authority and trustworthiness.
- Repurposing content to increase your influence and visibility.
This session is designed for higher ed marketers and content strategists who want to move beyond outdated SEO tactics to drive real engagement and enrollment impact.
