About the Episode
About the Episode: The task was monumental: Write career content for 70 different programs. In late 2022, before AI was top-of-mind for any of us, Patrick was thinking... How can I do this with AI? With the help of his student employees, Jasper.ai, a spreadsheet, and the =CONCATENATE() function, they created powerful, search engine optimized content that resulted in these incredible results: 217% increase in clicks on the site and 166% increase in impressions from search sources and 358% increase in clicks and 226% increase in impressions from unbranded queries only.
Key Takeaways
- Generative AI can streamline content creation: By using AI to draft program pages, Harper College saved countless hours and improved search engine visibility.
- AI-powered SEO optimization drives unbranded traffic: Harper’s use of AI-generated content yielded a 358% increase in unbranded clicks, drawing in prospective students.
- Effective prompts are key to AI results: Crafting detailed prompts with specific keywords allows for relevant, targeted content that resonates with users and ranks well.
Episode Summary
What Problem Was Harper College Trying to Solve?
Harper College received access to labor market data through the LightCast Pathways module, which included occupation-specific data such as salaries, job postings, and local employment figures. Their goal was to effectively integrate this data into the college’s program pages to create content that could drive search traffic to Harper’s site. Initially, these pages were limited to raw data, which did not yield the desired search engine engagement. Patrick’s task was to create informative, SEO-optimized content for each program that would attract search traffic and provide value to prospective students looking for career-specific information.
How Did Patrick’s Team Use Generative AI for Content Creation?
Patrick realized that creating unique content for 70 program pages would be time-consuming, so he explored the potential of generative AI. After trialing Jasper AI, he developed a method to “overload” AI prompts with precise keywords and job-related information to generate targeted, specific content. Patrick’s process involved crafting a spreadsheet with attributes like job titles, work environments, and required qualifications. He then used a concatenation formula to combine these data points into a comprehensive prompt for each program, which his student assistants fed into Jasper AI to generate three content options per page.
The resulting AI-generated content required minimal editing and effectively captured the career-oriented language that would attract prospective students. Patrick’s system significantly reduced the time needed to produce these pages, allowing him to delegate much of the work to student assistants.
What Were the Results of Using AI for Content Creation?
The results were impressive. After launching the AI-enhanced program pages, Harper College saw a 217% increase in clicks and a 166% rise in impressions on these pages. Perhaps most notably, the new pages drew substantial unbranded traffic, including a 358% increase in unbranded clicks, indicating that prospective students who weren’t directly searching for Harper College were now discovering their site. The AI-generated content aligned with SEO goals, capturing search traffic from individuals exploring career paths and program options.
What Challenges Did the Team Face in Implementing AI-Generated Content?
One challenge Patrick encountered was developing effective prompts to produce high-quality, usable content. The initial AI outputs were overly generic and included language that did not align with Harper’s brand tone. However, by refining his prompts and including detailed keywords, Patrick was able to produce content that met the college’s standards. Another challenge involved ensuring program accuracy, as faculty had input on some pages and needed assurance that the data represented their programs accurately. To manage this, Patrick’s team selectively reviewed AI content and made adjustments to address any concerns.
What Did Patrick Learn About Using AI for Higher Ed Web Content?
Patrick’s success with AI in content generation opened up additional opportunities for the team to leverage AI in other areas, including data analysis and strategic decision-making. He began exploring tools like Google Bard for data analysis, where it assisted in tasks such as evaluating top-performing pages and suggesting keyword improvements. This project underscored the power of AI not just in content creation but also in analytics and strategic planning, setting the stage for further innovation within Harper’s digital strategy.
About The Enrollify Podcast Network:
Talking Tactics 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 Mission Admissions and Higher Ed Pulse.
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