About the Episode
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About the Episode:
In this episode, Allison is joined by Jeff Dillon, Founder and CEO of EdTech Connect, to discuss a major research report on higher ed site search. Jeff reveals shocking data, including that 92% of schools ignore "no result" searches, a treasure trove of first-party data. He explains why your current site search is a high-risk area for enrollment and how the rise of AI is changing user expectations from a list of links to instant, conversational answers. Learn how schools like TCU are achieving huge gains by focusing on search relevance, how to pitch a site search upgrade to IT, and how to use search data as invaluable market intelligence for campaign planning.
Join us as we discuss:
- [1:58] The most surprising findings in the report and the biggest barriers to fixing them
- [11:42] How AI tools can help improve site search and content discovery
- [19:40] How TCU and Grand Valley State optimized their site search
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Key Takeaways
- 81% of higher ed web teams know their site search isn’t working — but most still haven’t fixed it.
- 92% of institutions ignore “no result” searches—missing out on vital first-party data about what prospective students are trying (and failing) to find.
- AI can transform your website search—but only when implemented strategically with a “human-in-the-loop” approach.
- Site search impacts enrollment marketing directly—students expect answers, not dead ends.
- Schools like TCU and Grand Valley State are already seeing massive gains—including a 37% boost in average click position—by improving search relevance.
- Marketing and IT must collaborate to own and optimize the search experience. No more passing the buck.
- Search data is a powerful form of education market research—use it to guide content strategy, campaign messaging, and even program development.
Episode Summary
What’s wrong with most higher ed site search experiences?
The episode kicks off with a stat that should make every higher ed marketer pause: only 19% of web teams believe their current site search experience is great. That leaves 81% admitting that their digital experience is falling short—especially for key users like prospective students and parents. Why is that? According to Jeff Dillon, it comes down to three big gaps: digital experience, AI maturity, and marketing agility.
The complexity of higher ed websites—silos of content, multiple audience types, and outdated governance structures—makes optimizing search difficult. Add to that a lack of collaboration between IT and marketing, and you’ve got a recipe for stagnation. Many institutions are still relying on outdated or free tools (hello, Google Custom Search), which leaves them flying blind when it comes to user intent and search performance.
Why should enrollment marketers care about “no result” search queries?
Jeff emphasizes the goldmine hidden in “no result” searches—the queries students are making on your site that return zero results. Astonishingly, 92% of schools either don’t track this data or ignore it altogether. That’s a problem because these queries often represent high-intent users who are actively trying to find programs or information that either isn't there or isn’t findable due to search limitations.
He shares a compelling example: a school noticed repeated no-result queries for “dental hygiene,” which prompted them to consider launching the program. Another institution saw searches for “LGBTQ support” returning irrelevant research articles instead of their campus pride center. This isn't just about data—it's about empathy. If a student can’t find what they need in one click, they might not give you a second chance.
How is AI changing the game for site search in higher education?
AI isn’t just a buzzword—it’s becoming a baseline expectation for digital experiences. But here’s the twist: it’s not about slapping ChatGPT onto your website and calling it a day. Jeff argues for a practical AI approach, one where humans remain in control while AI handles the heavy lifting behind the scenes.
Smart features like autocomplete, natural language processing, and AI-tuned relevance are already being used to increase click-through rates and reduce bounce. Tools like SearchStax allow schools to preview and tune search results with AI assistance while maintaining institutional oversight. Even features like “smart answers”—quick, AI-generated snippets above traditional search results—are now helping students get the information they need faster and with less friction.
What kind of results can institutions expect by investing in search?
Schools that take search seriously are seeing results—big ones. TCU improved their average click position by 37%, meaning more users are clicking on relevant top-ranked results. Grand Valley State also reported significant boosts in engagement after optimizing their search experience. Bridgewater State University is using AI-powered search to highlight tuition assistance programs based on relevant keywords like “affordability” or “financial aid”—bringing critical content to the forefront.
These improvements aren’t just “nice to have.” Better search reduces service ticket volume, improves prospective student experience, and drives better conversion through the enrollment funnel. Think of it as one of the most cost-effective student success strategies you can implement without doing a full website overhaul.
How can enrollment marketers bridge the gap with IT and own the search experience?
Too often, site search lives in a gray area—owned by IT, ignored by marketing, and frustrating for users. Jeff suggests a more integrated approach: marketers should proactively ask for access to search data, including top queries, click-through rates, and no-result searches. Most digital teams will welcome the collaboration.
If you don’t currently have access to these insights, this becomes a moment to spark change. Understanding how users interact with your search bar—especially high-intent visitors like prospective students—gives you a pulse on what your audience cares about most. It’s also a powerful form of education market research that can inform campaign planning, content development, and even new program launches.
How can search data inform enrollment campaigns and content strategy?
Your site search bar is quietly doing market research 24/7. Prospective students are telling you—in their own words—what they’re looking for. That’s powerful. Jeff recommends using this data to uncover content gaps, flag internal jargon that users don’t understand, and identify opportunities for new program development.
He also shares examples of schools using search strategically during Giving Days and admissions pushes—elevating key messages in search results to align with campaign goals. With the right tools, you can even promote high-priority content for specific queries. This is the kind of agile, data-informed marketing strategy higher ed needs more of.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
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Enrollify is made possible 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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