![]() Google is always evolving its search engine algorithm. They affirm one of our key beliefs about search engine optimization–content on higher education pages that is most relevant to user intent will rank higher in Google search results. The findings in this study did not come as a surprise. As digital and marketing professionals, we harness this information and use it to make strategic decisions. Studies like these provide critical insights that are crucial to understanding college search behavior and higher education search intent. The report also stresses that relevant, helpful website content is more findable on search engines, meaning that more prospective students have access to the information. This further increases the likelihood they’ll stay and engage further on the site. EAB stresses the importance of ensuring that the content on these academic pages is engaging and captivates audiences. These findings conclude that the most sought-after content on higher education websites is information on the majors and minors offered. Thirty-five percent searched by the cost of attendance, and thirty-two percent searched by admissions requirements. The survey group was asked the following question: “When you searched specific college websites, what topics were you most often looking for information on?”ĮAB found that over 60% of their participants reported they most often searched by the majors and academic programs offered. Of this group of over 15,000 students, 40% were seniors, 40% were juniors and the remaining 20% were sophomores. The group surveyed 15,291 high school students across the United States, 91% of whom intended to attend college in the future. ![]() The report, College-search Behaviors in 2021: Actionable Insights from EAB’s Latest Survey of High School Students College Search Behavior Study Reveals Academic Program Pages Drive the Most Website Traffic.Ī study conducted by EAB revealed that academic program pages drove the most website traffic.
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