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Tag: seo trends

  • Foundational SEO vs AI SEO: Paula French on What Businesses Actually Need

    Foundational SEO vs AI SEO Paula French on What Businesses Actually Need graphic

    Search is evolving fast. But that doesn’t mean the foundation disappears.

    On February 6, Paula French, Director of Sales and Marketing at Search Influence, joined the SEO On-Air podcast to unpack one of the biggest questions in digital marketing right now: what is the real difference between foundational SEO and AI SEO, and which do businesses actually need?

    As AI search tools, large language models (LLMs), and Google’s AI-driven experiences reshape discovery, many organizations are racing toward “AI-first” strategies. 

    Chasing the future is smart. Forgetting the basics is not.

    AI SEO Does Not Replace Foundational SEO

    One of the central themes of “Foundational SEO vs. AI SEO: What Businesses Actually Need” was that AI SEO builds on foundational SEO. It doesn’t replace it.

    Technical health, crawlability, structured content, internal linking, entity clarity, and topical authority still determine whether a brand earns visibility in the first place. AI tools may interpret and surface information, but they rely on those existing signals.

    If a site struggles with thin content, weak authority, or technical issues, shifting budget into AI-focused tactics will not fix the underlying gaps. The fundamentals remain the starting point.

    SEO Maturity Should Guide Strategy

    Another key insight from the discussion was the concept of SEO maturity.

    Not every organization needs the same next move. Businesses with limited organic traction often benefit most from strengthening foundational SEO first. Brands with established authority and structured content systems may be ready to refine for AI-driven citation and visibility.

    Instead of asking, “How do we optimize for AI?” a better question is, “Are our fundamentals strong enough to support AI visibility?”

    That shift in thinking prevents reactive decision-making and keeps strategy aligned with measurable outcomes.

    Avoiding the “AI-First” Rush

    There is growing pressure across industries to pivot immediately toward AI search optimization. The episode explored the risk of chasing trends without diagnosing readiness.

    AI search is changing how users interact with information. It’s influencing evaluation, comparison, and brand perception before a click happens. But abandoning core SEO practices in favor of hype-driven tactics creates instability.

    Foundational SEO builds durable visibility. AI optimization refines how that visibility is interpreted and surfaced.

    The most effective strategy isn’t either-or. It’s layered.

    Tune In for the Full Conversation

    For SEOs, founders, marketing leaders, and digital strategists navigating this evolving landscape, the full episode of  “Foundational SEO vs. AI SEO: What Businesses Actually Need” provides a grounded, practical perspective.

    If you’re evaluating your 2026 search strategy, wondering whether to double down on fundamentals or invest in AI optimization, this conversation offers clarity without trend-chasing.

    Listen to the February 6 episode of SEO On-Air featuring Paula French to explore how foundational SEO and AI SEO work together, and how to determine what your business actually needs next.

  • Instagram SEO Playbook: How to Win Over Google and AI Search

    Instagram SEO Playbook How to Win Over Google and AI Search

    This post was updated by Rebecca Michelet on 12/15/25 to reflect current best practices. It was originally published on 11/13/25.

    Key Insights

    • Instagram is now part of the search landscape. Google’s indexing update means public Instagram content can appear alongside websites, articles, and videos, expanding what visibility means for every brand.
    • Discovery depends on relevance, not reach. Algorithms now reward clear, consistent context that helps users find relevant content faster on both Instagram’s Explore page and in Google search.
    • Social and search now shape each other. The lines between platforms are disappearing, and visibility depends on how well your strategy connects storytelling with search intent.
    • Authority is earned through clarity and consistency. Profiles, captions, and visuals that reinforce who you are (and what you’re known for) help algorithms and audiences recognize your expertise.
    • AI is redefining what it means to be found. As generative tools reference social content in answers, brands that post with intention will lead the next wave of discoverability across search and AI.

    Search engines are getting extra social lately.

    Google’s been busy expanding its reach, and it’s now pulling public Instagram posts and profiles directly into search results.

    Your feed just became part of the search universe. For brands and creators, that means every post has the potential to rank, not just resonate. The problem? Most treat Instagram strategy like an art project, not a search tactic.

    That gap decides who shows up first and who never shows up at all.

    It’s time to post with purpose. This playbook teaches you how to treat your Instagram like SEO, built to rank, not just scroll.

    What Is Instagram SEO?

    Instagram SEO is the strategy behind making your content findable, both inside the app and beyond it. It’s how you craft profiles, captions, hashtags, and visuals so that they not only attract followers but also earn visibility in search results.

    The goal is simple: help people (and algorithms) understand what your content is about and why it matters.

    Instagram SEO has entered a new era

    Traditionally, Instagram SEO focused on the platform’s own search function, optimizing for in-app discovery through relevant keywords, hashtags, and engagement. But that world just got much, much bigger.

    In July 2025, Google began indexing public profiles, posts, and Reels, giving your content a direct line to the world’s largest search engine.

    And it doesn’t stop there. AI tools like ChatGPT, Gemini, and Google’s AI Overviews are beginning to pull Instagram content into their own generated answers, referencing social posts alongside articles and web pages.

    That means your captions, keywords, and hashtags now have a dual job:

    • Engage your audience (the scroll-worthy part)
    • Signal context to search and AI systems that decide what to surface (the rank-worthy part)

    Why Search and Social Can’t Be Separate Anymore

    Every post now speaks two languages: one for people and one for algorithms. The more those messages align, the easier it is for both to recognize your brand as relevant and trustworthy.

    Search and social are no longer parallel strategies. They’re parts of the same visibility engine. What earns engagement on Instagram can reinforce authority in search, and the clarity of your SEO can help social content reach new audiences.

    Together, they create a loop of discoverability that rewards consistency, clarity, and intent.

    image of an instagram logo

    How to Optimize Instagram for Search and AI Visibility

    Now that Instagram feeds into Google and AI results, optimization isn’t optional. Every detail on your profile and in your posts shapes how algorithms understand your brand and where you show up.

    Here’s how to make your Instagram work smarter for search.

    Optimize your profile for search context

    Your profile is where discoverability starts. It’s both a visual first impression and a key data point that search engines and AI tools use to understand your brand’s relevance and authority. A strong profile bridges your social identity with your search presence, giving users and algorithms the context they need to trust what they’re seeing.

    What to do:

    • Use a keyword-rich bio that includes your brand, industry, and (if relevant) your location. Write naturally, but make sure the words you’d want to rank for appear early.
    • Keep your name, handle, and profile image consistent across Meta platforms (and anywhere else your brand appears). Consistency builds recognition and reinforces entity alignment.
    • Add a link in bio that leads to a meaningful destination. Link to key internal pages such as services, program listings, or resource hubs that reinforce what you want to be known for.
    • Complete every profile field, including your category, contact details, and business information. These small details help confirm legitimacy and topical authority for both users and search crawlers.
    • Treat your highlights and pinned posts as secondary signals. Label them clearly with relevant keywords or phrases that reflect your expertise.

    An optimized profile becomes the anchor of your Instagram SEO strategy and the foundation for everything else to build upon.

    Write captions that reflect search and AI language

    Instagram captions carry their weight and more. They tell both your audience and search engines what your content means and why it matters. The right phrasing can help your post resonate with people while signaling relevance to AI tools that decide what to surface.

    What to do:

    • Speak like your audience. Use plain, direct phrasing that mirrors how people search. A caption like “what to do during a weekend in New Orleans” performs better than one filled with stiff, bleak terminology.
    • Use long-tail keywords with intent. People search in phrases, not single words. Using specific, natural keywords helps your posts surface in both Google and AI-driven results.
    • Add clarity through structure. Algorithms read relationships the way people do (who’s doing what, and for whom). Think in patterns like subject, action, object: “Search Influence helps universities improve SEO visibility.”
    • Answer real questions. Captions that solve problems or explain value are easier for both users and algorithms to understand: (ex, “what to do after a car accident”)
    • Match your on-screen text. Keep phrasing consistent across Reels, carousels, and captions so both people and machines connect the dots.
    • Lean on proven formats that teach or explain. AI tools favor content that answers questions directly, and people tend to share it more, too. Think FAQ or Q&A Reels, “how-to” carousels, and tip-based lists.

    Captions written with intention earn visibility in both the feed and search results, helping your audience find you faster and engage for longer.

    Use hashtags, alt text, and structure to reinforce meaning

    Relevant hashtags and alt text help algorithms understand the context behind your visuals. They give search engines, AI tools, and even screen readers clearer cues about what your content represents, which improves both accessibility and visibility.

    What to do:

    • Focus on relevance. Use up to three highly relevant hashtags that accurately describe your content and the community you want to reach.
    • Avoid hashtag stuffing. The practice of adding long lists of tags for reach is no longer effective. Instagram’s new hashtag limit signals the end of that trend. Hashtags will still help categorize content, but they won’t meaningfully drive reach. Precision and clarity now matter more than volume.
    • Prioritize a solid keyword strategy. Strengthen discovery by using clear, descriptive keywords in your captions, on-screen text, audio, and bio.
    • Write natural alt text that describes what’s on screen while subtly reinforcing your topic or entities. Think of it as another way to teach search engines what your post is about.
    • Keep a logical post structure. Use line breaks, spacing, and clear formatting so both users and algorithms can quickly identify key ideas. Clean captions signal clarity, which AI-powered search engines reward.

    Each of these small details adds up to stronger discoverability. When your visual, written, and structural cues all point in the same direction, search engines and AI tools know exactly how to classify your content and who should see it.

    Strengthen interlinking between platforms

    Search engines and AI tools use connections between your website and social profiles to verify identity and relevance. When your Instagram activity points back to your site (and your site points back to Instagram), it helps algorithms confirm that both belong to the same trusted entity. Those links also give users clear paths to learn, engage, and convert.

    What to do:

    • Link with purpose. Use bio links, Stories, and post CTAs to direct users to pages that expand on your content, such as articles, services, or case studies.
    • Embed with intent. Add Reels or posts to your website where they strengthen context, such as testimonials or event highlights.
    • Stay consistent. Keep the same handle, URLs, and naming conventions across platforms to help algorithms and users connect the dots.
    • Reference across channels. Mention your website in captions or Stories when relevant, and link to Instagram posts from your site when they add visual context.

    When those signals align, both users and search engines can follow a clear trail of relevance, one that reinforces authority across every platform.

    Monitor and test your visibility across search and AI tools

    Visibility is always shifting. Regular testing helps you see where your Instagram content appears across Explore pages, Google search results, and AI tools — plus, how those systems interpret it.

    What to do:

    • Search for yourself. Each month, test branded and topic-based prompts in Google. Note when your posts or profile appear.
    • Watch for mentions and citations. Check if AI summaries reference your brand, posts, or captions. These signals show your content is being recognized as a trusted source.
    • Identify what works. Look for patterns in visibility to see which formats, keywords, or topics consistently surface.
    • Refine and repeat. Use your findings to adjust your captions and hashtags.

    Treat this step as ongoing maintenance. The more you measure, the faster you can fine-tune what helps your content rank and resonate.

    Advanced Instagram SEO Strategies

    Once your Instagram profile and posts are optimized, the next phase is strengthening how your brand connects across the web. These advanced Instagram SEO tips focus on off-page and contextual signals, which act as the cues that help Google and AI systems verify your identity, recognize your authority, and include your content in richer search experiences.

    Use schema and structured data to strengthen Instagram visibility

    Schema markup doesn’t live inside Instagram, but it works behind the scenes to connect your social presence to your website’s authority. By adding structured data to your site, you’re giving Google and AI platforms the proof they need to confirm your Instagram account belongs to the same verified brand.

    What to do:

    Start with foundational schema types like Organization, Person, and Event to define who you are and what you do. Within that markup, use the sameAs property to list your verified social URLs, like Instagram, Facebook, LinkedIn, and others.

    Example:

    "sameAs": [

  "https://www.instagram.com/searchinfluence",

  "https://www.facebook.com/searchinfluence",

  "https://www.linkedin.com/company/search-influence/"

]

    This creates a direct line between your website and your social profiles, reinforcing brand trust and helping algorithms understand how your content fits into larger entity networks. It also supports accurate attribution in AI-generated search results, where structured data helps your content surface and be cited correctly.

    Build authority through mentions and tagging

    Mentions and tags strengthen your network of credibility. Every time you connect with another verified account, you’re giving algorithms extra context about your brand’s relevance and relationships.

    What to do:

    • Tag collaborators, partners, and organizations in posts, Reels, and Stories to build visible connections that reinforce trust and expertise.
    • Encourage reciprocal mentions through joint campaigns, shared content, or reposts to show consistent engagement between verified entities.
    • Focus on relevant tagging. Partner with accounts that reflect your niche, values, or audience to expand visibility in meaningful ways.

    These authentic connections give search engines and AI tools clearer signals of authority, helping your brand appear alongside other trusted names in search.

    Align content calendars with search trends

    Search and social trends shift fast. Aligning your Instagram schedule with real-time search demand helps your content stay visible when audiences are actively exploring related topics.

    What to do:

    • Study what’s trending. Use tools like Google Trends and TikTok Creative Center (TikTok and Instagram trends often go hand-in-hand) to identify keywords, questions, and topics gaining traction in your space.
    • Spot crossover moments. When a topic starts spiking in Google or TikTok, create a Reel or carousel that adds your brand’s take. This timing boosts your chance of appearing in both social feeds and search results.
    • Plan for peaks. Build posts around predictable cycles (seasonal interest, product launches, or industry events) to meet audience curiosity right as it grows.
    • Revisit quarterly. Review analytics and search trends every few months to refine your calendar and ensure content reflects current interest signals.

    By syncing your posts with how people search and engage, your Instagram feed becomes part of the larger discovery landscape, showing up where curiosity, relevance, and visibility meet.

    Applying Instagram SEO in Higher Education

    The same strategies that help brands stand out now shape how universities are discovered online. As Google and AI tools begin indexing Instagram content, higher education marketers have a new opportunity to influence visibility across both search and social.

    Findings from AI Search in Higher Education: How Prospects Search in 2025 by UPCEA and Search Influence show how search behavior is evolving:

    • Social media plays an expanding role in program discovery.
    • Nearly 7 in 10 respondents said regular social recommendations influence what they explore/purchase.
    • Among learners using social media to research continuing education, 35% said they would use Instagram.

    For colleges and universities, that means Instagram content now supports both storytelling and search visibility. Optimized posts can appear in Google results and AI-generated summaries, helping prospective students encounter your institution at the moment curiosity begins.

    Higher education applications

    To turn visibility into value, higher education marketers need to bring SEO precision to Instagram strategy. Applying search principles to social content helps universities connect what they share to how prospects search.

    Here’s how to put that strategy into action:

    • Showcase programs through Reels. Use short-form video to highlight classroom experiences, alumni achievements, and student life moments that illustrate your institution’s impact.
    • Tag with purpose. Include degree names, job titles, and institutional accounts to help search engines and AI tools recognize relationships between people, programs, and career paths.
    • Share faculty insights. Turn research, thought leadership, or current-event commentary into accessible posts written with context that supports search visibility.
    • Guide discovery with links. Direct users to program details, faculty bios, or admissions pages to capture intent and move prospective students toward the next step.

    Institutional benefits

    When used strategically, Instagram becomes part of the enrollment pipeline. Optimized content strengthens visibility at the awareness stage and builds the kind of credibility that influences applications and conversions.

    The impact shows up in three key ways:

    • Wider reach. Optimized Instagram content can surface in Google results and AI-generated summaries, expanding where prospective students encounter your institution.
    • Greater credibility. Consistent tagging, structured profiles, and cross-platform links help search engines recognize your university as a trusted source.
    • Quality engagement. Posts written with SEO awareness attract prospects already interested in your programs and lead them toward inquiry and enrollment.

    Common Mistakes to Avoid

    You’ve mastered the do’s. Time for the don’ts.

    Even small missteps can make your Instagram content harder to find. These are the habits that quietly weaken your visibility on and off the platform:

    • Keyword and hashtag overload. Overstuffing captions signals spam and makes it harder for algorithms to identify what matters. Keep hashtags intentional and tied to context.
    • Unclear or incomplete bios. Leaving out details like your industry, location (if relevant), or brand focus prevents search engines from understanding who you are.
    • Vague or missing alt text. Alt text helps algorithms interpret your visuals. Use it to describe what’s on screen in clear, specific language.
    • Trend chasing without strategy. Jumping on every viral sound or topic dilutes your relevance and confuses your audience.
    • No visibility tracking. Skipping regular tests in Instagram search bars, Google, and AI tools means missing out on what’s actually helping you rank.

    Attention to detail beats post volume every time. Keep your structure clean, your context strong, and your brand voice consistent across every update.

    someone using the instagram app on their phone

    FAQs About Instagram SEO

    Does Google index all Instagram posts?

    No, Google only indexes public Instagram profiles, posts, and Reels. Private accounts and Stories remain inaccessible to search engines. Indexing is determined by visibility settings and engagement signals, so consistent public activity increases your chances of appearing in search results.

    How long does it take for Instagram content to appear in Google results?

    Indexing can take anywhere from a few days to several weeks. Timing depends on how often Google crawls your account and the authority of your connected website or entity. Keeping your profile active, public, and properly linked through structured data can speed up discovery.

    What’s the difference between Instagram SEO and social media marketing?

    Instagram SEO sits at the intersection of social media marketing and search engine optimization. It focuses on improving visibility and discoverability within both the Instagram app and external search engines. In contrast, social media marketing encompasses broader goals like engagement, audience growth, and storytelling across social channels.

    How can I tell if my Instagram content appears in AI Overviews or ChatGPT responses?

    Search your brand or topic-related prompts directly in Google, ChatGPT, and Gemini. If your Instagram content or handle appears in summaries, citations, or linked examples, it’s being referenced. Regularly track visibility to identify which posts or keywords are driving the most inclusion.

    Can Search Influence assist with social media marketing?

    Yes. Search Influence advises on strategies to help you apply SEO principles to your social media presence. Our team provides recommendations that enhance visibility and connect what you post to how your target audience searches.

    Let’s Talk Your Instagram SEO Strategy

    Visibility is shifting fast. As Google indexes Instagram content, every post influences what people see, when, and where.

    Search Influence helps you stay ahead of the social search shift. Our experienced team advises on strategies that position your brand to capitalize on trends and lead in search, not lag behind it.

    Now’s the time to align your social strategy with search. Let’s chat about what proper Instagram SEO can do for you.

    Images:
    Unsplash
    Unsplash

  • UPCEA Guest Blog: Paula French Analyzes the Latest SEO Trends in Higher Ed

    Paula French Analyzes the Latest SEO Trends in Higher Ed blog

    Search is evolving fast. Is your institution keeping up?

    In her latest guest blog for UPCEA, “Higher Ed SEO Trends to Stay Competitive,” Search Influence’s Director of Sales and Marketing, Paula French, breaks down four key trends redefining SEO in higher education.

    She explores how AI Overviews are lowering organic results, why platforms like TikTok and YouTube are becoming primary search tools, and how Google’s “People Also Ask” and E-E-A-T signals are raising the bar for ranking.

    If you’re seeing organic traffic drop or struggling to reach qualified prospects, Paula’s blog is your guide to what’s happening and what to do next.

    The Latest SEO Trends in Higher Education, Unpacked

    AI Overviews are reshaping search results

    Google’s AI Overviews now provide quick, synthesized answers from multiple sources and display them at the top of many search results. While this shift can reduce organic traffic, Paula explains how universities can optimize for these summaries by writing detailed, concise content that invites clicks — and still positions the institution as a trusted resource.

    4 steps to optimize for AI-driven search

    Social search is gaining ground

    Today’s students are just as likely to search on TikTok, Instagram, LinkedIn, or even YouTube as on Google. That means institutions must think beyond traditional SEO to social search. Paula shares how repurposing website content and leveraging student-generated media can help schools appear where generations like Gen Z are already searching.

    “People Also Ask” is a missed opportunity

    Google’s “People Also Ask” section remains a powerful place to earn exposure, yet many institutions overlook it. Paula explains how answering common student questions — and structuring content with search in mind — can help universities appear in these high-traffic dropdowns, even as traditional rankings fluctuate.

    E-E-A-T matters more than ever

    With so much information being summarized or reinterpreted by AI, Google’s emphasis on trustworthy sources is only increasing. Paula reinforces why meeting Google’s quality standards, E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), must remain central to any SEO and AI search strategy for better visibility.

    Across all four trends, Paula offers a strategic lens on what matters most right now: earning attention, trust, and action from the students who are most likely to apply. For more in-depth insights into each trend and how to make them work for you, check out Paula’s full blog post on UPCEA’s page.

    From Insight to Action: The SEO Workbook

    Reading about the latest SEO trends is one thing. Acting on them is another.

    To support higher ed marketing teams in building a competitive SEO foundation, Search Influence created the SEO Workbook, an easily accessible resource packed with hands-on exercises and strategy planning tools.

    Inside the workbook, you’ll find guidance on how to:

    • Evaluate your site’s authority and visibility
    • Build a content strategy around high-value academic programs
    • Strengthen your site’s technical foundation for search
    • Improve discoverability across search results so your organization ranks better in AI summaries, social platforms, and traditional search

    Completing the exercises will give you a prioritized action plan and three months of SEO techniques you can start using immediately.



    SEO Workbook for Higher Education Websites

    If your institution is ready to compete for attention in today’s search environment, this workbook will help you focus your efforts and start seeing real results. Download our SEO Workbook today to bridge the gap between what’s changing in search and what your team does next.

  • The Latest SEO Trends and Challenges You Can’t Ignore

    The Latest SEO Trends and Challenges You Can’t Ignore

    A robotic arm pointing at connections being made

    Key Insights

    • Search Is Evolving Beyond Traditional Rankings: AI Overviews, social search, and video SEO are changing how users find content, making engagement and authority more important than ever.
    • Brands That Adapt Will Stay Competitive: Search success comes from aligning with current trends — structuring content for AI and optimizing for social discovery.
    • SEO Requires a Multi-Layered Approach: Visibility in today’s age depends on strong content, technical optimization, and authority-building strategies working together.
    • Search Influence Delivers Expert SEO Solutions: Our SEO services, roadmap, and audit give brands the tools to improve rankings, drive traffic, and navigate search changes with confidence.

    From social search and AI Overviews to the rising influence of video, emerging trends are shaking up the SEO playing field.

    Although these developments create new opportunities to engage audiences and drive conversions, they can just as easily hurt organic rankings without an agile SEO strategy. Brands that fail to adapt risk losing visibility, while those that embrace these changes will build authority, attract more traffic, and stay ahead of the competition. 

    This blog will unpack today’s top SEO trends and strategies to transform them from looming challenges into actionable opportunities.

    Latest SEO Trends & Challenges

    The rise of social search

    Social search is changing the way people discover brands, and it’s boosting visibility far beyond the feed. Today’s most engaging social content isn’t just influencing users on platforms like TikTok, Instagram, and LinkedIn. It’s also showing up in Google results. 

    For brands, that means a single post optimized for social search can appear in both social feeds and traditional search engine rankings, doubling the opportunity to get noticed.

    Social search refers to the growing practice of using social media platforms as search engines. Rather than heading straight to Google, many users, especially younger demographics, turn to these platforms for quick answers, product insights, and peer recommendations. 

    According to HubSpot, social media is now the leading channel for product discovery among Gen Z, Millennials, and Gen X, highlighting just how ingrained this trend has become. 

    Beyond increased visibility, social search also plays a key role in building trust, allowing potential customers to see real-time engagement, authentic interactions, and proof of a brand’s credibility. 

    Ignoring this search method means losing visibility, as more consumers naturally gravitate toward brands they see actively engaging on popular platforms. 

    How to accommodate social search

    With social platforms influencing discovery and rankings, brands need to intentionally optimize their content for visibility and engagement. Simply posting isn’t enough — success comes from creating interactive, search-friendly content that resonates with target audiences.

    For example, a boutique skincare brand launching a vitamin C serum might have informative blog posts on its website, but potential customers are searching TikTok and Instagram for real reviews, application tips, and before-and-after results. To capture this audience, the brand could:

    • Encourage engagement: Posting Q&A sessions, polls, and comment-driven discussions increases interactions, signaling relevance to social algorithms and improving content reach.
    • Use search-friendly hashtags: Tagging posts with relevant, high-traffic keywords (e.g., #VitaminCSerum or #GlowingSkin) helps surface content when users search within social platforms.
    • Repurpose content: Transforming blog insights into Instagram carousels, TikTok tutorials, or LinkedIn infographics extends the lifespan of content and reaches users in their preferred format.
    • Leverage video: Short clips showing product application techniques, expert insights, or customer testimonials create a compelling visual experience that builds trust.
    • Feature user-generated content: Sharing authentic customer reviews, before-and-after photos, or influencer collaborations reinforces brand legitimacy and encourages further engagement.

    AI Overviews in Google Search

    Google’s AI Overviews (AIOs) are summarized responses that appear at the top of the search engine results page (SERP), providing users with quick answers to their queries. These automated summaries often include links to original sources but take up prime space on the SERPs, pushing traditional organic listings further down the page.

    As AIOs become more common, brands that rely on organic visibility for educational or informational content may see a drop in traffic. According to Ahrefs, 99.2% of AIO keywords are informational, meaning many brands that produce educational or research-based content could see fewer click-through rates.

    AIOs also reduce the visibility of featured snippets, previously key positions for capturing search traffic.

    At the same time, AIOs offer an opportunity for brands that structure their content to be seen as authoritative. If Google’s AI consistently pulls information from your site, you gain valuable exposure at the top of the results, reinforcing credibility and positioning your brand as a trusted source.

    How to navigate AI Overviews

    AIOs are changing how users interact with search results, often providing direct answers before they ever click on a website. That means fewer opportunities for your content to drive traffic, generate leads, or convert visitors — even if you’re ranking on page one.

    To adapt, brands must rethink how they present their content, ensuring it’s structured in a way that AI recognizes as trustworthy while also offering depth that encourages users to seek out more details. 

    For example, a personal injury law firm might notice that AIOs are summarizing legal timelines, filing deadlines, or compensation estimates for common searches related to personal injury claims. If the firm doesn’t adapt, potential clients may get surface-level information from AIOs without ever clicking through. To remain competitive, they could:

    • Use clear, structured formatting: Organizing content with direct, well-labeled answers (such as FAQ sections or bullet points) makes it easier for Google’s AI to recognize and pull from their site.
    • Target long-tail, case-specific searches: While AIOs address general topics, users searching for detailed legal guidance, such as “personal injury statute of limitations in Texas,” are more likely to click for in-depth information.
    • Provide interactive resources: Tools like a settlement calculator or a case eligibility quiz offer personalized insights that AIOs can’t replicate.
    • Reinforce credibility with authoritative sources: Citing legal codes, court rulings, or expert analysis can position the firm as a trusted reference from which AIOs are more likely to pull.
    • Leverage multimedia content: AIOs can summarize text, but they can’t replace a video explaining the claims process or an infographic breaking down compensation factors.

    Growing importance of E-E-A-T

    E-E-A-T — short for Experience, Expertise, Authoritativeness, and Trustworthiness — serves as Google’s framework for evaluating the credibility of a webpage.  If your site doesn’t meet these standards, it may struggle to appear in both traditional search ranking and AI-based, quick-answer summaries.

    Since Google aims to provide users with the most accurate and relevant answers, content that reflects strong E-E-A-T consistently outperforms material that lacks depth or credibility. This is especially crucial in the age of AIOs, where Google prioritizes information from sources it deems highly authoritative. 

    Beyond search engine rankings, E-E-A-T helps build trust with your audience. Readers are more likely to engage with, return to, and convert on sites that demonstrate expertise and reliability. Neglecting these factors can weaken both user confidence and visibility, making it harder to compete and capture the right attention.

    How to establish E-E-A-T

    Google rewards websites that demonstrate clear expertise and credibility, but strong E-E-A-T doesn’t happen by chance. It requires a deliberate approach to content creation, reputation building, and transparency. Strengthening E-E-A-T means proving to both Google and users that your website is a trusted source of information.

    For example, a higher education institution looking to improve the visibility of its degree programs must ensure its website reflects academic authority and reliability. To build stronger E-E-A-T, the institution could:

    • Publish well-researched, high-quality content: Program pages, course descriptions, and faculty research should include clear, credible information backed by reputable sources.
    • Showcase faculty expertise: Creating faculty bio pages highlighting professors’ credentials, publications, and industry experience signals high authority in their fields.
    • Earn authoritative backlinks: Links from government sites, research institutions, and respected academic organizations strengthen the university’s credibility in Google’s eyes.
    • Incorporate testimonials and case studies: Featuring student success stories, alumni career outcomes, and employer partnerships builds trust with prospective students.
    • Maintain transparency with accreditation and policies: Clearly listing accreditation details, admission requirements, and tuition policies reinforces transparency and, thus, trustworthiness.

    Increasing competition in Google’s “People Also Ask”

    If your content isn’t answering common user questions clearly and effectively, it risks being buried beneath competitors in Google’s “People Also Ask” (PAA) feature. PAA typically appears alongside or below the main search results, listing a series of related questions that expand to reveal concise, snippet-style answers. When a user clicks on a question, Google sources a short response from a page it deems both relevant and authoritative.

    These boxes are appearing more often, with data showing a 34.7% increase on mobile and a 37.5% increase on desktop in the U.S. from February 2024 to January 2025.

    Much like AIOs, snagging a PAA placement can significantly boost your visibility by surfacing your content when users seek more context or deeper insights beyond their initial query. However, competition for these coveted spots is fierce as brands increasingly recognize PAA’s potential to capture high-intent traffic. 

    By structuring your content to address common questions directly (and ensuring it’s credible, well-labeled, and keyword-optimized), you will improve your chances of ranking in these high-value SERP positions and engage users at their highest point of curiosity.

    How to use “People Also Ask” for SEO gains

    Because competition is growing for PAA placement, brands need to anticipate the types of follow-up questions potential customers have and structure their content to align with those search patterns. By providing direct, well-formatted answers, brands will improve their chances of being featured in this highly visible SERP element.

    For example, a zoo looking to increase ticket purchases might find that searchers commonly ask:

    “What animals can you see at [Zoo Name]?”
    “Does [Zoo Name] offer behind-the-scenes tours?”
    “Are there interactive exhibits at [Zoo Name]?”

    To optimize for PAA and drive more visitors, the zoo could:

    • Add a detailed FAQ section: Attraction pages should include well-structured answers to common visitor questions, making it easier for Google to pull relevant content.
    • Use clear, structured responses: Answers should be concise yet informative, directly addressing the user’s query in a way that aligns with search intent.
    • Incorporate headings that match search patterns: Formatting content with H2 and H3 headings that mirror commonly searched questions could improve the chances of ranking in PAA.
    • Implement structured data markup: Adding schema markup helps search engines recognize key information and increases the likelihood of appearing in PAA results.
    • Optimize for location-based searches: Ensuring details like hours, ticket pricing, and special events are easily accessible increases relevance for users searching for local attractions.

    The move toward video SEO

    As video consumption continues to rise, it has become a major force in modern search behavior. Whether users are looking for quick product demos or in-depth research, video offers an engaging, easily digestible format — and audiences are paying attention. 

    In fact, Americans now spend an average of four hours per day watching digital video content, making it one of the most powerful ways to capture interest and drive engagement.

    Google has responded to this shift by prioritizing video in search results, giving brands direct access to users right on the SERP.

    However, simply publishing a video without a focused plan makes it difficult to stand out in such a saturated environment. To effectively reach searchers who rely on video for information, brands need a video marketing strategy that aligns with audience demand for visually engaging, easy-to-consume insights.

    How to optimize videos for SEO

    Businesses that integrate video effectively into their SEO strategy will enhance brand authority, increase engagement, and drive meaningful traffic. However, search engines don’t automatically prioritize every video — content must be structured and optimized well to ensure visibility. Maximizing the impact of video requires a strategy that aligns with user intent and search-friendly best practices.

    For example, a plastic surgeon aiming to educate potential patients and build trust could enhance their video content by:

    • Creating procedure-focused videos: Short explainer clips on treatments help answer common questions and keep viewers engaged.
    • Optimizing video titles and descriptions: Using targeted keywords like “Facelift Recovery Timeline” or “What to Expect After Liposuction” improves visibility in search.
    • Encouraging audience interaction: Prompting viewers to like, comment, and share increases engagement signals, helping videos rank higher.
    • Adding captions and transcripts: Providing text versions of video content makes it more accessible while giving search engines more text to crawl, which is highly beneficial for SEO.
    • Maintaining a consistent posting schedule: Regular uploads improve channel authority and attract returning viewers.

    Get Ahead of the Latest SEO Challenges With Search Influence

    Letter tiles spelling out the word Search

    A full suite of SEO services

    Staying competitive in the evolving world of SEO demands a well-rounded strategy. At Search Influence, we offer a comprehensive range of SEO services designed to help you navigate the trends of today and tomorrow. 

    From content marketing (including text and video creation) to technical optimizations, our team ensures your website is primed for maximum visibility in organic search. We conduct deep-dive keyword research tailored to your target audience, which helps inform on-page optimizations and drive sustainable growth.

    Offsite authority building is another core component of our approach. By cultivating high-quality backlinks and managing your online reputation, we help your brand establish the credibility needed to thrive in an era where E-E-A-T is critical. 

    Our consistent reporting further ensures you stay informed about your website’s performance, enabling data-driven decisions that keep you on track for long-term success.

    SEO Roadmap for higher ed marketers



    Drive more students with a personalized SEO strategy  

    Higher education marketing requires a strategic approach to search, especially when competing for prospective students exploring degree options online. Our SEO Roadmap is a focused plan designed to improve search visibility for one top-priority program, giving you clear, actionable recommendations tailored to your institution’s needs.

    This roadmap covers four essential areas: keyword strategy, content strategy, technical SEO, and authority building. Each component is informed by deep research into how prospective students search for programs like yours, ensuring your strategy aligns with real opportunities in search.

    With straightforward, easy-to-implement recommendations, the SEO Roadmap helps you take immediate action to improve visibility. It’s also a practical way to explore working with an SEO agency, offering a focused strategy without the commitment of a long-term engagement.

    SEO audit for all industries

    Not in the higher ed space? Our SEO Audit is an excellent resource for organizations across all industries. This report provides a clear assessment of your current SEO performance, highlighting technical issues, content gaps, and opportunities to strengthen your online presence.

    Our experts keep the latest SEO trends top of mind, recommending best practices for structured data, E-E-A-T, and even emerging features like AIOs. By the end of the audit, you’ll have a clear, actionable plan to improve your rankings. 

    Whether you’re a budding e-commerce store or an established B2B enterprise, our customized recommendations help you compete and adapt to whatever the search landscape throws your way.

    Optimize Your SEO Strategy for Success Today

    At Search Influence, we’ve spent nearly two decades helping brands navigate search shifts and adapt to new user behaviors with agile, data-backed tactics. 

    If you’re ready to safeguard your rankings and grow your digital footprint, our team is here to guide you through recent SEO changes with custom solutions. 

    Contact us today to discover how to leverage the latest SEO trends for greater online visibility, stronger audience engagement, and measurable results.

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  • UPCEA Webinar Recap: Top Higher Education SEO Trends for 2025

    Key Insights

    • With enrollment trends shifting, target learners evolving, and search habits changing, your 2025 higher ed SEO strategy may need a refresh.
    • In a webinar with UPCEA, Search Influence shared tips and tricks for accommodating new search trends such as AI Overviews and social search to ensure your institution remains visible to prospective students.
    • As these trends shake up the higher ed playing field, your university must have an up-to-date SEO strategy in place to outpace the competition and reach your enrollment goals.

      • Search Influence and UPCEA hosted our webinar, “Top Trends for Your 2025 SEO Strategy to Attract the Modern Learner.”

      As SEO and Creative Manager at Search Influence, I joined Paula French, our Director of Sales and Marketing, alongside UPCEA’s Chief Research Officer Jim Fong, and Bruce Etter, Senior Director of Research and Consulting, to discuss the state of higher ed SEO going into 2025.

      In the webinar, we unpacked how the industry faces a seismic shift — one that universities must adapt to remain relevant in the eyes of prospective students.

      With enrollment decline upon us and a change in how students research potential schools, many marketing leaders are left to rethink their SEO strategy. Emerging trends like Google’s AI Overviews and the rise of social search are disrupting traditional search patterns, but they’re not without the promise of new possibilities to connect with prospects.

      Our webinar explored practical ways of thinking about the “new wave” of SEO and how your university can future-proof its strategy in the face of evolving search behavior.

      If you missed it live, here’s a recap of the top takeaways to help you build an SEO strategy that outlasts trends and attracts the modern learner.

      Higher Ed SEO Webinar: Top Takeaways

      The state of higher education

      The higher ed industry is reckoning with both a “demographic cliff” and changing perceptions of college’s value:

      • Only 36% of those surveyed have a “great deal” or ”quite a lot” of confidence in higher education, down 19% from 2015. (Gallup, 2023)
      • Though high school graduation rates are strong, fewer learners pursue college immediately after graduating, with the rate dropping from 70% to 62% over the past decade. (National Center for Education Statistics, 2024)
      • Undergraduate and graduate program enrollment has decreased by 2.5 million since peaking at 21 million in 2010. (National Center for Education Statistics, 2024)
      • In fall 2023, first-time student enrollment declined by 3.6%. Undergraduate enrollment rebounded during this time, mostly due to community college (+4.4%) and certificate growth. (National Student Clearinghouse, 2023)

      Despite justifiable concern for how this shifting student outlook may affect your institution, it opens the door to a new target demographic: the modern learner.

      This type of learner, often categorized by their interest in program flexibility, is exploring alternative pathways to achieving their career goals. They take an interest in non-traditional programs, including for- and non-credit training and certificates, as well as stackable undergraduate and graduate credentials.

      To stay competitive, university and marketing leaders must broaden their focus to develop and effectively promote diverse program types. Achieving this requires an SEO strategy that aligns with evolving trends in how students search for and choose schools.

      SEO higher education trends for 2025

      Impact of AI on SEO

      Generative AI platforms like ChatGPT are changing the way people find information online. According to 2024 Hubspot research, 1 in 3 (33%) of people use gen AI to complete their searches online, compared to just 12% in 2023.

      In the context of higher ed, this equates to a growing deviation from the search for programs in traditional search engines like Google or Bing. Students can learn about your institution and decide whether or not your programs are a good fit for them without ever having visited your website. (Note: ChatGPT’s paid version and Perplexity’s free version do include sources, so you may get referral traffic to your site if you are filtered into responses.)

      Though the mass movement is toward AI, traditional search engines still hold high prominence in the search journey, with Google processing 5.9 million searches each minute.

      However, the rise of AI-driven tools is reshaping user expectations for speed and relevance in search results. To stay ahead of these shifts, Google has responded by introducing its own AI-powered feature, AI Overviews (AIOs).

      AI Overviews

      Launched in May 2024, AIOs surface above organic search results to deliver quick, concise summaries of key information in response to queries. Each overview includes clickable sources, allowing users to explore the original content behind the summarized insights.

      Screenshot showing an AI search result

      While helpful for users, AIOs push organic listings further down, reducing visibility — even for top 5 rankings — as prospects may not scroll far enough to find your site.

      Research by Seer Interactive shows that the organic click-through rate (CTR) declines by roughly 70% when an AIO is present in the search engine results. For queries that do not generate an AIO, organic CTR trends around 2.94%. When an AIO is present, organic CTR declines to about 0.84%.

      On the positive side, organic CTR increases to 1.08% when a site is included as an AIO source.

      Adapting your strategy for AI

      While gen AI, whether ChatGPT or an AI Overview, is disrupting the search landscape, it doesn’t mean you should abandon focus on your SEO strategy. Instead, refine your university’s strategy to embrace AI and use it as a different opportunity to appear in front of prospects.

      To adapt your strategy to account for AI searches:

      • Optimize for commercial/transactional keywords: Informational-intent keywords (ex: “Why pursue an MBA?”) trigger an AIO 99.2% of the time. However, they only display 10% of the time for commercial and transactional-intent keywords (ex: “MBA program online”). Organic click-through rates are likely higher for these types of searches since they are less likely to be overshadowed by an AIO. While you shouldn’t deprioritize informational-intent keywords entirely, you should pay love to relevant commercial and transactional terms.
      • Evaluate search competition and how well you rank: Knowing how competitive your search phrases are and where your content ranks helps identify the changes needed to improve your visibility. If a search term does not have considerable competition and you rank well for it already, you may just need to optimize the content to potentially grab a spot in an AIO.
      • Look at search intent: Search intent informs how to develop your content. For example, if the search intent is informational, you’ll want to draft your content in the format that Google most often prefers for these types of searches (i.e., articles, videos, and guides). Step-by-step, “how-to” content generally ranks best, and thus gets pulled into an AIO, for informational content.
      • Develop question-based content: Google’s primary job is to help people find answers to their questions. Your content should always be positioned toward providing answers to those questions. If you’re unsure of the questions your prospective students are asking, you can perform a search of the root keyword term and look at the People Also Ask (PAA) section.
      • Make your content digestible: Your content should be clear and scannable for both prospects and search engines, using headings, bullet points, and short paragraphs. AI platforms like ChatGPT favor conversational, natural language, so optimizing for human-like speech can also boost your chances of being included in AI-generated responses.

      Impact of social search on SEO

      After AI, the second most disruptive search trend to consider in 2025 and beyond is social search.

      Social search refers to the use of social media platforms as search outlets, where users find information, recommendations, or content within platforms like TikTok, Instagram, or LinkedIn. This trend leverages the power of community-driven insights and visually engaging formats to connect users with information in a more interactive way.

      For higher education, social search means prospective students are increasingly using these platforms to explore programs, read reviews, and engage with content that shapes their enrollment decisions.

      To effectively reach these searchers, institutions must understand the different sides of social search and how each offers a new way of meeting prospects online.

      Types of social search

      There are two ways social search works. One involves prospective students searching for your content directly on social media, while the other happens when your social media content surfaces in search engine results

      Screenshot showcasing different types of social search

      The first side to social search is gaining steady favorability among searchers, primarily younger generations. According to Hubspot research, in 2023, roughly 15% of people preferred to search directly on social media over traditional search engines, with about 30% of Gen Z and Millennials most likely to use this method. However, in 2024, Hubspot found that the percentage of all generations that prefer to search on social media had increased, up from 15% to 21%.

      The other side of social search presents the opportunity to enhance your brand’s visibility directly within search engine results. More and more social sites, like LinkedIn and YouTube, are ranking on Google, and sometimes they even pull into AIOs. By optimizing your social profiles for search, you can increase the likelihood of appearing in these high-visibility spots, referring more prospects to your institution.

      Adapting your strategy for social search

      Since it offers more real estate for you to be found online, social search can have a considerable impact on your SEO strategy. When you prioritize building robust social media content, you can reach prospects both in traditional search engines and across highly trafficked social media platforms.

      To successfully integrate social search into your SEO strategy:

      • Repurpose your website content on social: The most efficient way to get started is to repurpose your high-performing content on your social accounts. You can do this by republishing videos from your site to your social account or publishing text-based articles on platforms like LinkedIn. Other ideas include adapting your blog content into videos or crafting video overviews of key program page information.
      • Expand your definition of social: When most people think of social media, they picture Instagram, TikTok, and Facebook. However, sites like YouTube, Quora, and Reddit are their own forms of social media and are often filtered into the search results, too. When you embrace all social search outlets, you can improve your visibility on social platforms themselves, potentially making you more visible in a Google search.

      Looking for more insights into the latest SEO trends for 2025? Check out our blog, “SEO Higher Education Trends in 2025: How to Compete,” for the full breakdown.

      Strategies to attract and enroll the modern learner

      Start investing in SEO now

      The definition of SEO has broadened to include three mediums for meeting your audience online: traditional search engines, AI platforms, and social media. As a higher education marketer, you now have extra opportunities to nurture your prospects down the funnel, but it won’t happen without a solid investment in SEO.

      While 84% of marketing departments view SEO as a core part of their marketing strategy, half (51%) do not have an established strategy in place. SEO is not additive or something to execute piecemeal when you have time or can just do the easy bits — it’s the foundation of your marketing strategy. Your website is where all your other marketing efforts lead, with SEO being the area of marketing that yields the most long-term results.

      A graphical explanation of SEO in marketing strategy

      Ranking high in search continuously becomes more complex with the latest trends, and the student journey is changing. If your university fails to adopt a comprehensive SEO strategy, it could result in losing prospects to more visible competitors.

      Develop the tenets of a solid SEO strategy

      Since SEO is foundational, it must serve as the solid framework upon which your entire marketing strategy is built. A strong SEO strategy prioritizes impactful tactics such as:

      • Targeted, relevant keywords tailored to each program, degree, or certificate page
      • Content plans for every offering, including pillar pages and cluster content
      • Link-building strategies that leverage profiles, directories, PR/media, and internal linking
      • Regular monitoring of technical site health to ensure peak performance

      Equally important is establishing key performance indicators (KPIs) and implementing a routine reporting process. Metrics such as organic inquiries, organic traffic, referral traffic from key sources, and rankings — including competitive comparisons — are essential for tracking success.

      Despite its importance, reporting is often overlooked. Our research with UPCEA reveals that while 62% of institutional leaders want regular updates on SEO metrics, only 31% currently receive them, leaving a critical gap in strategic oversight.

      If you lack the skills, time, and resources to execute a proper SEO strategy, consider working with an agency. They can help take much of the strategizing off your plate, while also granting you the confidence that your strategy is both up-to-date and optimized for success.

      Key Questions From the Webinar Audience

      Should we write in the first person when using question-based content since many users search using first-person wording?

      Using first-person language in question-based content can be effective but isn’t mandatory. FAQs and similar website sections typically adopt a second-person perspective, as it directly addresses the reader. Both approaches can rank well in search results, so the choice ultimately depends on your university’s style and tone. However, consistency across your content should always remain a priority.

      What’s the best way to find keywords to help with an SEO strategy?

      Begin by identifying root keywords related to your programs and understanding what prospective students are searching for. You can also utilize keyword research tools to expand this list and analyze metrics like search volume and ranking difficulty. Once you have a refined list, evaluate search intent to ensure the keywords align with your content’s purpose. A practical approach is to search for the keyword directly and review the top-ranking results to confirm its relevance to your target audience and content strategy.

      Should social media efforts focus on university accounts, personal accounts, or both?

      University accounts are often the primary choice for social media efforts. However, leveraging personal accounts, such as those of professors or staff who can act as influencers or thought leaders, can significantly enhance your strategy. Using both in tandem allows for broader reach and a more personalized connection with your audience.

      Guest writers tend to get better rankings within search engines. Is it wise to invest in such writers?

      The value of guest writers depends on their qualifications and expertise. Writers with specialized credentials or industry authority can enhance content ranking and credibility. Additionally, consider whether their content is well-optimized for SEO and aligns with your goals. Evaluating these factors will help determine whether guest writers are a worthwhile investment for your strategy.

      Is the shift to conversational content replacing keyword-centric strategies?

      While conversational content is becoming increasingly important, it doesn’t replace the need for keyword-centric strategies. High-value head terms and less conversational searches will always play a crucial role in driving visibility. A smarter approach balances both, integrating conversational content alongside targeted keywords to address diverse user intents.

      Discover More Higher Education SEO Best Practices



      SEO Workbook for Higher Education Websites

      Staying ahead of the latest trends in SEO is the most effective way to reach the modern learner and meet your enrollment goals in 2025. For deeper insights into the state of the industry and how you can adapt, be sure to watch the full recording of “Top Trends for Your 2025 SEO Strategy to Attract the Modern Learner,” linked here.

      Feeling stuck on implementing a strategy that moves the needle toward full-funnel success? Search Influence is here to help with higher ed resources to fuel your enrollment pipeline:

      • SEO Higher Ed Research Study: Read the latest on higher ed SEO, where marketing leader priorities lie, and the work that your university must do to outpace your competitors.
      • SEO Blog: Learn how to make a strong case for SEO to your higher-ups to ensure your university’s organic presence is optimized for success.
      • SEO Workbook: Gain access to exercises that help you develop three months of SEO techniques to boost your online visibility, from keyword strategy to technical SEO improvements.
      • SEO Roadmap: Rev up your SEO engine with snackable strategy recommendations for one top degree or program, plus dedicated time with our team to review and consult.

      Your higher ed SEO goals are within reach. Solidify your visibility in changing times with expert support today.