What happens when a chiropractic‑rooted private university in Texas and the largest state college in Massachusetts both decide their site search is letting students down? You'll hear how Parker University slashed dead‑end searches by 63 percent and nearly doubled clicks, while Bridgewater State pushed its click‑through rate to 48 percent and used query data to surface crisis and LGBTQ resources exactly when students needed them. See how two very different institutions turned the humble search box into a marketing workhorse that boosts engagement, guides content and even advances campus values. You'll leave with practical tactics, fresh talking points for leadership and a checklist to start leveling up your own search.
