About the Episode
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About The Episode:
The search landscape for prospective students is changing dramatically, and the shift to AI search optimization is now a critical part of any higher ed marketing strategy. In this episode, Faton Sopa, Cofounder and CEO at Manaferra, joins Brian to discuss new research on how prospective students are using AI in their college search journey. Faton shares his insights on what this new behavior means for institutions and how they can adapt their strategies to ensure they remain visible and competitive. Join us as we explore the future of student search and how to master AI's role in it.
Join us as we discuss:
- [2:29] How prospective students are searching for schools in the Age of AI
- [10:09] Why not showing up in AI results can be a dealbreaker for certain demographics
- [17:18] Tools and metrics that schools should start auditing in their AI strategy
Check out these resources we mentioned during the podcast:
What does the new student search journey look like?
Faton Sopa’s research uncovers a radical shift in how students find and evaluate colleges. Gone are the days of students starting with a Google query and ending up on a school’s homepage. Today’s search journey is cross-platform, complex, and fragmented. Students often begin on Google, bounce to Reddit, skim YouTube, check TikTok, and finally—consult AI tools to validate or compare. In fact, 87% of prospective students say they intentionally cross-check platforms to verify what they’ve found.
This change in behavior highlights a critical gap: most institutions are still optimized solely for Google. As Sopa points out, higher ed marketers are missing out on opportunities to be visible where students are actually making decisions—particularly in AI-driven search platforms. This evolution is not just about reaching students earlier in the funnel—it's about ensuring you’re still part of the conversation when decisions are being made.
How are different student segments using AI in their search?
Sopa’s research reveals nuanced insights about AI usage by different student demographics. Undergraduate students are just beginning to dabble in AI, with around 12% using tools like ChatGPT to help during awareness and shortlisting phases. Graduate students show slightly higher usage, often relying on AI to compare programs and verify eligibility. However, the most surprising insight is that adult learners are the top adopters—30% use AI regularly in their college search process.
For this audience, the appeal lies in efficiency. Adult learners are managing jobs, families, and other responsibilities. AI offers them fast, streamlined answers. Institutions with programs tailored to working professionals should treat AI visibility not as an optional optimization, but as a critical channel for lead generation and engagement. If you’re not showing up, you’re not in their consideration set.
What does an effective AI visibility audit look like?
Sopa outlines a four-part framework for institutions to evaluate their visibility in AI search: Presence, Position, Accuracy, and Competition. First, assess whether your institution even appears in AI-generated responses. Then, analyze how you’re being described—is the messaging aligned with your value proposition? Accuracy is next—are AI tools pulling correct data about your programs, costs, deadlines, and requirements? Finally, compare your visibility against peer institutions—who’s showing up ahead of you, and why?
The most effective audits follow the student journey. Ask AI tools the same prompts students would at different stages—from awareness (“best business programs for working adults”) to decision (“do I qualify for X program at Y university?”). This method allows you to evaluate performance through the same lens your prospects are using. And as Brian Piper notes, this isn’t about just doing a one-time check. Regular audits are necessary as AI platforms evolve rapidly and update how they pull and synthesize information.
Episode prompt:
First prompt - I prefer ChatGPT o3, Claude Opus 4.1, and Gemini 2.5 Pro for this prompt
You are a higher education and SEO expert.
I need to conduct an AI visibility audit for [INSTITUTION NAME and URL], a [TYPE OF INSTITUTION - e.g., public research university, private liberal arts college, community college] located in [LOCATION].
I want to evaluate the institution's visibility across the student search journey in three stages:
**Stage 1: Awareness/Discovery** - Broad searches when students are exploring options
**Stage 2: Shortlisting** - Specific program comparisons and evaluations
**Stage 3: Decision-Making** - Final checks on requirements, outcomes, and fit
For each stage, I'll provide you with search queries, and I want you to respond as if you were a prospective student searching for this information. Please provide detailed, specific answers and note which institutions you mention and in what order.
Let's start with Stage 1: Awareness/Discovery queries.
Stage 1: Awareness/Discovery Queries
Test these broad discovery searches:
"What are the best [FIELD/MAJOR] programs in [STATE/REGION]?"
"I'm looking for colleges with strong [FIELD] programs and good financial aid. What are my options?"
"Which universities have the best reputation for [SPECIFIC PROGRAM AREA] in [GEOGRAPHIC AREA]?"
"What colleges should I consider for [DEGREE TYPE] in [FIELD] if I want to work in [INDUSTRY/CAREER]?"
Second prompt (remove any of the questions if the answers were included in the first query):
Stage 2: Shortlisting Queries
Test these comparative searches:
"Compare [YOUR INSTITUTION] vs [COMPETITOR 1] vs [COMPETITOR 2] for [SPECIFIC PROGRAM]"
"What are the admission requirements for [SPECIFIC PROGRAM] at top universities in [REGION]?"
"Which [DEGREE TYPE] programs have the best job placement rates and starting salaries?"
"I have a [GPA] GPA and [TEST SCORES]. What [FIELD] programs am I likely to get into?"
Final prompt:
Stage 3: Decision-Making QueriesTest these specific evaluation searches:"What is the total cost of attendance at [YOUR INSTITUTION] including room and board?""What are the specific admission requirements for [SPECIFIC PROGRAM] at [YOUR INSTITUTION]?""What career outcomes and job placement rates does [YOUR INSTITUTION] have for [PROGRAM] graduates?""What financial aid and scholarships are available at [YOUR INSTITUTION] for [STUDENT TYPE - e.g., out-of-state students, transfer students]?"Based on the responses you've provided, help me analyze:1. In which stage of the search journey does this institution have the strongest visibility?2. What are the most significant gaps or weaknesses in our AI presence?3. Which competitor institutions appear most frequently and prominently?4. What specific information about our programs or requirements was inaccurate or missing?5. What topics or program areas should we prioritize for improving our AI visibility?Please provide specific, actionable recommendations for improving this institution's presence in AI search results.
Connect With Our Host:
Brian Piper
https://www.linkedin.com/in/brianwpiper/
About The Enrollify Podcast Network:
AI for U is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and Mastering the Next.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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