AI in Higher Education: Insights From Paula French on the Filling Seats Podcast

February 28th, 2025 by Collin Guedon

AI in Higher Education: Insights From Paula French on the Filling Seats Podcast header graphic

Artificial intelligence is reshaping the way students search for and engage with higher education institutions. From AI-generated search results to evolving SEO strategies, higher ed marketers must stay ahead of these changes to ensure their programs remain visible and competitive.

That’s why Filling Seats, a podcast dedicated to helping higher ed professionals attract and enroll more students, invited Search Influence Director of Sales and Marketing Paula French to share her expertise. 

In AI’s Impact on Search and Higher Ed, Paula discussed the rise of AI in search, what it means for higher education SEO, and what institutions can do to adapt.

Follow along as we break down key takeaways from Paula’s conversation and how your institution can navigate AI’s growing influence on search and student recruitment.

About the Filling Seats Podcast

Hosted by Jonathan Clues, the Filling Seats podcast is a go-to resource for higher education professionals looking to grow, shape, and sustain enrollment at colleges and universities. 

Each episode features conversations with enrollment marketers, thought leaders, and edtech innovators, offering firsthand insights into what’s working in student recruitment today.

Past guests have included Dr. Carey Dukes from North Greenville University, Amber Fitzgerald from Suffolk University, and Jonathan Clues from StudentBridge. 

By sharing real-world strategies and success stories, Filling Seats equips educators with the knowledge they need to keep up with the evolving enrollment landscape with confidence.

Paula on the Impact of AI in Higher Education 

'As search evolves, one thing stays true: give people the information they're looking for, no matter how they find it - whether through Google, social media, or AI-driven search' - Paula French, Search Influence

Artificial intelligence is changing how students search for and engage with higher education institutions.

Here are key insights from Paula’s appearance on the Filling Seats podcast to help you navigate this higher education SEO trend.

The rise of AI-powered search

In May 2024, Google introduced AI Overviews as part of its Search Generative Experience (SGE). This feature, powered by Google’s Gemini AI model, generates quick, AI-written snippets that appear at the top of the search engine results page (SERP).

While these overviews offer users immediate answers, they present new challenges for universities: Organic search results appear lower down the page, leading to universities receiving fewer organic clicks to their websites.

When AI Overviews are present, click-through rates (CTR) drop significantly:

  • No AI Overview: CTR is 2.94%
  • With AI Overview: CTR plummets to 0.84%

For higher ed marketers, this means traditional SEO tactics must evolve to ensure university content remains visible and engaging, and is optimized to appear in AI-driven search results.

The rise of social search & AI tools

AI Overviews aren’t the only thing disrupting traditional search.

Social search is gaining momentum, particularly among Gen Z and Millennials, who use platforms like TikTok and Instagram as search engines. Instead of relying on Google, many prospective students turn to social media for recommendations, reviews, and insights about universities.

This shift is significant — Google now ranks social media content in search results, further blurring the line between traditional and social search. Universities that don’t address social search as part of their marketing strategy are missing out on potential students.

Universities that create high-quality, engaging social content are more likely to appear in both social media searches and Google results pages, giving them an additional opportunity to connect with prospective students.

Adapting to a changing higher ed SEO landscape

So, what can universities do to adapt to AI’s growing role in search and recruitment?

Paula shared these essential strategies:

  • Optimize for AI-Powered SERPs: Understand which keywords trigger AI Overviews and adjust content strategies accordingly. Informational intent keywords, such as admissions, online degree programs, and scholarships, are most likely to generate AI summaries.
  • Double Down on In-Depth, Engaging Content: AI Overviews scrape the web for information, often summarizing surface-level content. Universities can stand out by providing deep, engaging resources that go beyond what AI can summarize.
  • Leverage Social Search: With more students searching directly on TikTok, Instagram, and other platforms, higher ed institutions need a stronger social presence to engage students where they are already searching.

Adapt to AI in Higher Education With Search Influence

There’s no denying it — AI is changing the game. 

At Search Influence, we help higher ed marketers navigate these changes and build SEO strategies that boost visibility in traditional, AI, and social search.

Listen to Paula’s full Filling Seats podcast episode to gain even more in-depth insights into AI for higher education.

Ready to strengthen your AI SEO strategy? Contact Search Influence to learn more about our SEO expertise and commitment to evolving with the industry.