Navigating Higher Education:
Trends and The Power of Search

With nearly 19 million higher education students in the US alone, understanding their digital behavior is crucial for success. An efficient search can serve as a way of not only making it easier for your existing students and faculty to locate information, but also drawing in new prospective students.

Higher education websites are content-rich resources. Content that is relevant for students may not be relevant to faculty. And if a prospective student visits the site and is unfamiliar with the website interface, there is a potential for them to leave and not return.

How can search help students make an informed decision when selecting the university they’ll attend?

An effective search allows the right information to be prioritized, showcasing content in a hierarchy that benefits the audience. By creating a seamless experience, you save them valuable time and build a positive rapport.

A report conducted by Google found that the student decision process has moved online, with 1 in 10 students exclusively using online resources to research and make their final selection. It is now more crucial than ever for universities to master the interactions between their audience and their websites.

Trends within search in higher education websites

Students are on the lookout for a more personalized approach when accessing websites. 89% of potential students prefer personalized marketing. Personalized messaging is a strong competitive advantage for retaining higher ed website visitors. It not only strengthens your brand identity and makes it more memorable, but also appeals to your audience. By curating content and presenting it on your website at the right time and place, students can feel that your university is the ideal place for them.

In recent years, trends in higher education have highlighted a transformation, challenging the conventional belief that a 3 to 4 year college degree is the sole path to success. There has been an increase in value placed on alternative education programs such as online courses, bootcamps, and short courses. McKinsey & Company surveyed over 7,000 students across 17 countries. Over 65% of those surveyed wanted components of their courses to remain online after the pandemic, mainly thanks to the flexibility and convenience online education provides.

Further trends were noted in a summit hosted by EduWeb, finding that 70% of students interviewed agreed that affordability and financial assistance were of utmost importance when selecting a college to attend. 90% agreed that free academic support services would positively influence their decision to apply to a college, and 87% said access to free career services was a priority. With these statistics in mind, boosting content focused on financial guidance may be worthwhile in capturing the attention of potential students.

Common mistakes and challenges universities face

Prioritizing user-centric content over promotional content is an essential principle of website design, and one that universities sometimes overlook. By consistently displaying the content your audience is searching for, your website cultivates an engaging and valuable experience. Higher ed sites must cater to audience preferences and surface relevant information. When information is scattered across a page, users will have a hard time locating what they need. In the worst cases, this can delay their academic experience and hinder other important tasks.

67% of students are using their mobile devices to complete or partially complete their schoolwork and activities. This highlights the importance of having a website that adapts to mobile devices and is easily accessible on the go.

Strategies for enhancing search with analytics and AI

Incorporating search analytics into your higher ed website metrics is imperative to understanding the trending search behaviors and patterns of your audiences. The analytics from Cludo give universities insight into which content is effective and where content gaps exist. You may even decide to A/B test your website hierarchy, and check the analytics for data to back up which courses, for example, are most sought after by students. Analytics give universities a well-informed, data-driven decision-making process.

AI Mode provides another opportunity to strengthen your brand and meet search expectations. It answers questions in seconds, in a conversational experience built only from your university’s own content, with sources cited so students can check the details. If a student has a question about a course, they can ask follow-up questions and keep exploring in the same place. And with AI Summary, a direct answer appears right at the top of the search results.

Illustrative example of a follow-up conversation in AI Mode.

Investing in an efficient search engine is vital in an increasingly digital world. An effective search not only increases productivity, but also helps streamline information, saves your support team from answering the same questions, and increases visitor satisfaction overall.

Looking for ways to enhance your website, and curious to learn from other universities’ experiences with Cludo? Read their stories here, or see how Cludo works for higher education.