Does AI Traffic Actually Convert Better in Higher Ed?

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About the Episode

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Mallory chats with Nick DeNardis, Senior Director of Digital Experience and Innovation at Wayne State University, about how AI-driven search traffic behaves differently on higher education websites. They examine real university data showing that visitors arriving via AI assistants engage deeper, move faster to conversion steps, and heavily rely on data-rich pages like the university bulletin. Tune in to learn why institutions must rethink digital strategy, optimize comprehensive single-page content, and prepare web properties for both human visitors and automated AI agents.

People in this episode

Host

Mallory Willsea

Mallory Willsea is a strategist and consultant working at the intersection of higher education.

Interviewee

Nick DeNardis

Senior Director of Digital Experience and Innovation at Wayne State University

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