Last year, Google began testing out an update to their search engine—Search Generative Experience (SGE.) This update seeks to incorporate generative AI into the Search experience, reorganizing results in a new “snapshot” feature and focusing on more Q&A style search behavior. As Google notes, you can “ask new kinds of questions that are more complex and more descriptive,” and users can also tap to “ask a follow-up.”
Though this update has not been fully rolled out, it’s clear that the Google search engine is shifting towards a more conversational format, encouraging users will adapt their search behavior to be more question-based. This means that building content that is structured around answering specific questions is going to be key to staying ahead of the AI SEO curve.
In this session, attendees will learn how to use one of the most powerful SEO tools—Google Search Console—to identify questions that prospective students are already asking about their institution. By filtering website data in this way, higher ed marketers can identify the question-based key phrases they should be incorporating into their SEO and content strategy. Think: “What careers can I pursue with an MBA degree?” “Should I major in cybersecurity or IT?” and the like. Providing thoughtful content that answers these types of questions will not only enhance search engine visibility in this new AI era but also build trust and brand awareness with prospects.
