Introducing Manaferra AI Index: The Higher Ed AI Benchmark
AI search engines are quietly becoming a powerful channel of influence, reshaping how students ask questions, explore options, and even make decisions about where to study. More and more students are turning to ChatGPT instead of traditional search engines to ask questions, get personal recommendations or advice, and narrow down their options before choosing a school.
According to our State of College Search study, nearly 50% of adult learners consult AI search engines as part of their college search process, with 68% preferring ChatGPT. This matters because AI search doesn’t behave like traditional search engines. Instead of scrolling through pages of results, students are now getting direct answers and even school recommendations from AI. For higher ed institutions, this means AI visibility is becoming an important part of students’ college search process, and they need to know where they stand.
Why Higher Ed Needs a Benchmark for AI Search
While students’ search behavior is changing, most higher ed institutions still don’t have the data or insights to measure their AI search performance. They have spent years understanding and working with traditional search; they track keyword rankings, website traffic, clicks, impressions, and conversions. But AI search creates a different challenge: schools don’t know whether AI is recommending them, which student questions it appears for, which of their programs show up (and how often), or why a competitor is being recommended instead.
Current prompt tracking platforms don’t fully solve this problem either because most are built around general AI visibility metrics like mentions and citations. While those signals matter, they don’t give higher ed teams the full context that they need. A school also needs to know where it stands across programs, states, student intents, competitors, and the sources AI uses to shape its responses. This is why schools need a benchmark for AI search performance.
Introducing Manaferra AI Index
ManaferraAI Index is a benchmark platform built for AI search in higher education. It gives higher ed institutions a clear view of how they appear in AI responses, which of their programs are being shown for which student questions, how they compare against their competitors, and what influences those answers.
Instead of only looking at isolated mentions or citations, Manaferra AI Index gives schools a more complete picture of their AI search performance across different programs, states, student questions, competitors, and sources. It’s designed to help higher ed teams understand where they stand now, how their visibility changes every month, and where they may be missing opportunities to reach potential students.
Methodology
To understand which schools and programs AI recommends, we built a dataset of more than 200,000 student prompts across over 100 undergraduate and graduate programs and evaluated those prompts against live AI responses in all 50 states.
Our prompt database combines four primary sources: Manaferra’s State of College Search research, Google’s AI Overview keyword dataset, Reddit, and Ahrefs. Together, these sources reflect the questions students are asking as they research colleges and universities.
Every prompt is evaluated against live AI responses to understand which institutions appear, which programs are recommended, what information AI provides, and which sources influence those responses. The prompts remain consistent from one edition to the next, allowing institutions to compare performance over time using the same benchmark.
The Manaferra AI Index measures performance across multiple dimensions, including AI recommendations, mentions, citations, sources, programs, topics, sentiment, academic level, queries, and advertising activity when it appears in AI responses. These signals contribute to the AI Index Score, which ranges from 0-100, and is used to rank institutions nationally and within their home state.
How Manaferra AI Index Helps Higher Ed Institutions
Manaferra AI Index helps you understand how your institution appears in AI-generated responses and where you stand against competitors. It shows whether AI recommends your school, which programs appear in those recommendations, which student questions you show up for, and the sources that influence those answers. You can also compare your AI search visibility with competitors’ to see where you’re gaining ground as well as where you’re falling behind.
More specifically, Manaferra AI Index helps you answer questions such as:
Is AI recommending our school, and how often?
What does AI actually say about our school?
Which of our programs is AI recommending?
Where do we show up across all 50 states?
Which websites does AI trust?
How do we compare against our competitors?
Are our competitors running ads on ChatGPT?
Knowing if your school appears in AI answers, where, and why is crucial because it gives you a clearer view of how your institution is performing in AI search and how that performance changes through different programs, markets, and competitors. More importantly, it provides a benchmark that helps you understand where you’re gaining visibility, where you’re being left out of the conversation, and where you should focus your efforts as AI becomes a bigger part of the student discovery journey.
Get Started With Manaferra AI Index
Search for your school to see where you currently stand in AI search. You can explore your visibility, compare your performance with competitors, and see which programs and student questions you’re showing up for.
The data is free to access and refreshed monthly, so you can track changes over time rather than relying on a one-time snapshot.
You can also claim your school’s profile to unlock additional data and gain a deeper understanding of your AI search performance.
Even though we have walked these same routes in past trips, the city still has a way of stopping you. The Capitol always does that. You think you have seen it enough times for the excitement to fade, but it never really does. Being there brings a mix of steadiness and motivation that is hard to describe.
Once we stepped inside the venue, with our booth set up and our chocolates ready to share (a great conversation starter!), conversations started flowing immediately. The energy in the room was contagious, and everyone seemed genuinely excited for what was about to unfold throughout the day.
Ready to share insights from our work and highlight the projects and ideas we’re most proud of, the day started. Equally exciting was learning from others’ experiences, hearing their challenges, and discovering new perspectives that could inspire our own approach.
Between laughs and sugar-fueled chats, we finally got the chance to meet, in person, people who are incredibly important to us. One highlight was meeting Beth, Director of Market Research and SEO Strategy at Ohio University, who had teamed up with Granit on the webinar “How to Get ChatGPT to Recommend Your School” just a few weeks earlier, during which they shared insights and strategies that resonated deeply with the audience. Meeting her face-to-face turned a virtual interaction into a memorable connection, making our time at the event feel even more rewarding.
Session Highlights
One session after the other, AMA proved its value to the industry once again. From addressing different marketing challenges to presenting actionable strategies, each speaker provided insights of exceptional relevance.
Here are a few sessions that left the strongest impression on us.
Todd Henry – Times of Uncertainty Require Creative Bravery
His keynote, Times of Uncertainty Require Creative Bravery, Todd Henry explored what it truly means to generate bold ideas under pressure. He acknowledged how unrealistic it can feel when someone tells you to “be creative” or “show courage” on demand, especially when results are expected immediately. Instead of relying on inspiration to strike, this session brought to attention that bravery must be cultivated long before high-stakes moments arrive.
Attendees walked away with practical habits to strengthen creative thinking, accelerate idea generation, foster healthier collaboration, and build the kind of everyday courage that drives innovation and momentum for any team.
Mallory Willsea with Jaime Hunt, Carrie Phillips, and Safaniya Stevenson – Leading with Vision
This dynamic panel explored how institutions are leveraging AI, data-driven insights, and cross-campus collaboration to elevate their work and build more authentic, student-centered experiences. The discussion offered a forward-looking perspective on what’s possible when marketing teams lead with vision, embrace innovation, and remain deeply connected to today’s learners’ needs.
Bart Caylor & Steven Rutt – Leading AI Change: Upskilling Your Team and Institution
In this session, Bart Caylor (Caylor Solutions) and Steven Rutt (Abilene Christian University) examined what it truly takes to prepare marketing and enrollment teams to create an AI-ready culture.
Rather than focusing solely on tools, the session emphasized the leadership mindset required to guide teams through continuous transformation. Insights into ACU’s institutional AI journey offered a direct look at the challenges and opportunities that come with large-scale adoption.
Brian Mitchell – How Students Use AI in the College Research and Admissions Process [Report]
AI is reshaping how students approach college research and the admissions journey. This session, delivered by Brian Mitchell, focused on unveiling new survey findings that shed light on how undergraduate and graduate students use AI at key points in their decision-making.
The study, presented publicly for the first time at AMA Higher Ed, revealed how students are applying AI to refine college searches, strengthen essay drafts, and simplify application tasks. The session expanded further on students’ perceptions of the technology, highlighting both the opportunities it creates and the ethical considerations institutions must navigate.
Building on the insights outlined in our State of College Search 2025 research series, their new findings further validate the trends we identified around students’ increasing reliance on new tools, especially AI, to navigate the college discovery and application process. Together, these aligned results strengthen our understanding of the evolving student journey and highlight the need for institutions to adapt an AI-ready marketing strategy.
Traditional higher ed outreach often relies on the assumption that students already have some guidance through the college process, whether from counselors, community networks, or family members familiar with higher education. But for many students, that built-in support simply doesn’t exist.
To better understand and serve these learners, Amherst College partnered with Ologie to take a closer look at the student experience. Through the development of four detailed student journey maps, this session uncovered key moments where strategic outreach can make a meaningful difference. The session explored how journey mapping not only reveals gaps in support but also helps institutions design earlier, more intentional touchpoints that meet students where they are.
Laura Rudolph & Kristin Nichols – Clarity Is Equity: Building Trust Through Student-Centered Messaging
Clear communication is more than just a good practice. When colleges rely on dense language, institutional jargon, students who are new to higher education often feel unintentionally excluded. This session examined how thoughtful, student-centered messaging can remove barriers and create a more welcoming, trustworthy experience.
Drawing on decades of collective experience supporting first-generation students and their families, Laura Rudolph and Kristin Nichols shared real-world examples and practical tools that help institutions communicate with greater empathy and purpose. This session introduced a straightforward messaging framework that any team can adopt, along with techniques for auditing communications through an equity lens.
Emerging Trends & Strategic Insights
Instead of simply confirming what we already knew, this year’s sessions pushed us to rethink our work through a wider lens. We walked away with ideas we want to test, conversations we want to keep having, and a clearer sense of where students are headed next.
Here are some of the takeaways that we brought home:
1. Students use AI to search but trust people to decide – Many students now begin their admissions search with tools like ChatGPT. Roughly half of them ask AI for information about colleges and universities. Even with this growing reliance on technology, human influence still matters. Six in ten students speak with friends, family members, or counselors before making an application decision.
Takeaway: Make sure your institution appears accurately in AI results while also strengthening the human voices that guide students. When AI points a student toward your school, the people they trust should reinforce the message.
2. Your admissions page matters more than ever – AI tools prioritize clear factual information. They gather details from your website to shape the answers they provide to prospective students. Confusing navigation, outdated information, and broken links can cause AI to overlook your institution entirely.
Takeaway: Keep your admissions page simple and easy to understand. Provide clear deadlines, GPA requirements, tuition details, and links that work. If AI cannot read your information, it cannot recommend your school.
3. Parents are becoming a core marketing audience – Campaigns that communicated with both parents and students performed four to five times better than campaigns that focused on students alone. Families want to be included in the search, and they have a strong influence on final decisions.
Takeaway: Create messaging that speaks directly to parents while still engaging students. Treat families as key partners in the decision-making process and reach them early.
4. TikTok is becoming a primary search tool for students – Students are not only searching on Google anymore. They are exploring institutions on TikTok, YouTube, and Reddit where real people share real experiences.
Takeaway: While you cannot control everything students post, you can shape what they discover. Share honest student stories and give prospective students a look at daily life on campus.
Until Next Time
As we reflect on AMA 2025, the ideas, discussions, and connections we experienced continue to inspire and energize our work. Beyond the panels and sessions, it was the conversations and the chance to reconnect with old friends and meet new ones that left the most lasting impression.
Hearing firsthand how other marketers are navigating challenges and exploring innovative strategies reminded us that progress in higher education marketing comes from shared learning and curiosity. The conference reinforced the importance of staying open to new approaches, testing ideas, and learning from both successes and failures.
We can’t wait to reconnect in Denver next year and continue influencing the evolution of higher education marketing through these meaningful conversations.
To everyone we met this year, thank you for the conversations.
To the speakers, thank you for the inspiration.
And to AMA, we’ll meet again in 2026 in Denver, Colorado.
Digital Collegium 2025: Conference Recap and Key Takeways
This week, our team had the opportunity to attend and contribute our latest insights to the Digital Collegium Annual Conference 2025 in Grand Rapids, Michigan. The event brought together marketers, strategists, and institutional leaders from across the state, creating a collaborative and forward-thinking environment.
Before we settled for the conference, we took some time to explore the host city, and our visit to Grand Rapids proved to be just as inspiring as the sessions themselves.
Landing in Grand Rapids, we were immediately amazed by the city’s unique energy. There’s a rhythm in the city that mixes historic charm with modern views, and a downtown that feels alive without ever being overwhelming. It’s a city worth exploring, and we just couldn’t wait to do so.
As we wandered through Grand Rapids, the city’s love for art immediately stood out. Vibrant murals and installations adorned many of the buildings. Each piece seemed to add character and color to the urban space, giving the city a creative, energetic vibe that made exploring even more enjoyable.
As the day went on, we couldn’t resist experiencing one of Grand Rapids’ most famous claims to fame, its craft beer. Known as “Beer City, USA,” Grand Rapids certainly lives up to the title. We made a stop at the Founders Brewery, and its APA beers definitely exceeded our expectations. The atmosphere was relaxed and welcoming, the kind of place where conversations flow as easily as the beer.
Between the amazing brews and friendly locals, it was the perfect way to relax and catch up before diving into the excitement of the conference.
Exploring the city gave us just the boost we needed. Energized and inspired, we were ready to trade sightseeing for insights as the conference kicked off the next day. Once our booth was set and everything in place, we were ready to engage, network, share insights, and learn from peers.
With a schedule filled with valuable discussions and networking opportunities, the Digital Collegium 2025 Annual Conference featured sessions focused on how higher education institutions can create more personalized and inclusive experiences for students, focus on the metrics that matter, and adapt to new technologies reshaping higher education marketing.
Session Highlights
One speaker after the other, the Digital Collegium Annual Conference 2025 proved its value to the industry by delivering sessions that truly reflected where higher education marketing is headed.
Here are some of the sessions that we think stood out:
Faton Sopa – Rethinking SEO for Higher Education in 2026 and Beyond
One of the highlight moments from this year’s conference was seeing our CEO and Co-Founder, Faton Sopa, share insights from his session focused on the future of SEO in higher education and how institutions can adapt to new student search behaviors.
This session challenged traditional marketing strategies that universities currently employ to attract and engage prospective students. For decades, colleges and universities have treated Google as the main entry point to their institution. This approach is now being questioned. Prospective students are now discovering colleges on platforms such as YouTube, TikTok, and Reddit, as well as through AI search engines. So, by the time a student reaches a .edu website, their opinion is often already formed.
The presentation was supported by data from the State of College Search 2025, an original research study conducted with more than 1,500 recently enrolled students across three key segments: undergraduates, graduate students, and adult learners. The findings introduced and discussed during the session supported the shift in how students search and discover information:
61 percent of Gen Z use social media to find college information
87 percent rely on multiple platforms before deciding where to apply
42 percent use online forums like Reddit to read authentic student experiences
Nearly one in four adult learners now use AI tools such as ChatGPT to validate college choices
To be successful in the new reality of the information discovery era, higher education institutions should influence the conversation in places they don’t own. When done consistently, intentionally, and with a clear understanding of students’ search behavior, discovery will lead to further interest and engagement.
In essence, the session emphasized that success in higher education marketing starts with showing up where students seek answers, building genuine influence, and establishing trust through relevance and authenticity.
Beyond our session, Digital Collegium 2025 offered an inspiring lineup of presentations that left a lasting impression on our team.
Brian Piper – Custom GPTs For Higher Education: Building AI-Powered Assistants For Efficiency And Engagement
This session explored how custom GPTs are transforming higher education by streamlining marketing, admissions, and student engagement. As AI tools become more accessible and customizable, institutions are beginning to integrate them strategically across their digital ecosystems, from automating content creation and refining audience targeting to improving response times and data analysis.
The discussion emphasized that these tools, when thoughtfully implemented, can enhance both operational efficiency and the quality of personalized communication with students and stakeholders.
Attendees learned how universities can develop and deploy custom GPTs tailored to their institutional goals. Examples included using AI assistants to help enhance prospective student engagement, support staff with content workflows, and generate data-driven insights that inform decision-making.
Ultimately, the session highlighted that AI’s real potential in higher ed lies in strategic integration. By aligning custom GPTs with mission-driven priorities and ethical guidelines, institutions can harness AI to communicate more effectively and create more engaging experiences for students throughout their journey.
Josh Stowe & Nicole Velasquez – Making Faculty Research Discoverable
Through their session, they explored how the University of Notre Dame’s Keough School of Global Affairs is experimenting with the role of SEO in higher education. Rather than using search optimization solely to promote academic programs, the school is applying it to increase the visibility and accessibility of faculty research.
As a relatively young institution, the Keough School is building its reputation as a globally recognized, policy-relevant research hub, and integrating SEO into its editorial process has become a strategic way to help reach the audiences who can benefit from it most.
The session covered:
Ways to integrate SEO into research storytelling in a natural, authentic way.
Key lessons learned: what’s worked for them, what hasn’t, and what’s still evolving.
Practical resources and tools to help put SEO strategies into action.
Tips for gaining buy-in from leadership and stakeholders in academic settings.
Ultimately, the session highlighted how the thoughtful use of SEO can amplify the impact of research while maintaining academic integrity.
Dan Moore & Ben Loeffler – From Traffic To Impact: Rethinking Website Measurement
This session was focused on challenging higher education professionals to rethink how they measure website performance, urging a shift from surface-level analytics to strategic, impact-driven metrics.
While most institutions recognize that measurement matters, few are effectively connecting web performance to broader goals like brand perception, audience engagement, and institutional outcomes. Despite major investments in digital infrastructure, many universities still rely on outdated indicators, such as page views and session counts, metrics that reveal little about what truly drives impact.
Participants explored innovative techniques for interpreting user behavior, measuring conversions that reflect genuine engagement, and tracking how websites impact brand strength over time. Through case studies and practical examples, the session illustrated how institutions can modernize their web strategies, translating data into actionable insights that improve both user experience and organizational outcomes.
Ultimately, the session highlighted that in higher education, website measurement shouldn’t stop at traffic.
Eric Butler & Patrick Kelly – The Wizard of Labor Market Data: Turning Insights into SEO and Engagement Magic
Another standout session at this year’s conference was “The Wizard of Labor Market Data: Get Wicked Results for SEO and Engagement,” led by Eric Butler and Patrick Kelly.
This session explored how colleges can harness labor market data to strengthen both their SEO performance and student engagement. More specifically, through the case of Harper College, it was demonstrated how connecting program pages with related career profiles, job demand statistics, and salary projections enabled this college to improve its visibility in search results and provide the kind of outcome-focused information that students increasingly look for when making enrollment decisions.
The session highlighted two key approaches:
Developing career-oriented landing pages that drive organic search traffic
Embedding interactive tools that increase on-page engagement.
Attendees left with practical ideas for leveraging data-driven content to communicate value, demonstrate career relevance, and ultimately build stronger connections with prospective students.
Robert M. Kadar – Why Traditional Lead Generation Fails In Higher Education
Traditional lead generation tactics in higher education are losing their effectiveness, but what can institutions do about it? This session was centered on answering that question.
Despite heavy investment in digital advertising and inquiry forms, the vast majority of enrolled students never fill out a lead form. Today’s prospective students prefer to explore independently, researching programs, comparing institutions, and applying on their own timelines.
The session challenged institutions to recognize that the traditional funnel model no longer reflects how modern students actually make decisions, and offered practical solutions on how institutions can shift to a model centered on transparency, accessibility, and authentic engagement. This approach not only builds trust but also aligns with how students now gather information and evaluate their options.
Ultimately, the discussion presented a compelling case for rethinking higher education marketing through the lens of trust and empowerment, rather than solely focusing on conversion. When universities provide useful, honest, and easily accessible information, they will attract the right students naturally without having to “chase leads.”
Tracy Playle – The Rise Of Zero-Click Behavior: Navigating The New Landscape Of University Marketing And Engagement
This session captivated our attention with the rise of zero-click behavior, one of the most pressing challenges facing higher education marketers today. With nearly 60% of Google searches in 2024 ending without a click, institutions are confronting a new reality, one where visibility, engagement, and influence increasingly occur off their own websites.
The discussion explored how AI-driven search, evolving social algorithms, and in-platform experiences are transforming the way audiences discover and interact with university content.
Rather than viewing declining web traffic as a failure, the session reframed it as an opportunity to evolve the digital strategy. Attendees were encouraged to focus on structured and semantic content and embrace AIO (AI Optimization) as a core skill.
Until Next Time
Needless to say, our experience at Digital Collegium 2025 left our team inspired and energized. The conference offered a clear view of how higher education marketing is evolving and where the biggest opportunities lie. It was exciting to see the dedication and effort that higher education marketers are bringing to help institutions connect with students in more meaningful ways.
What also stood out most was the sense of community this conference offered. Meeting peers who are tackling similar challenges and exchanging ideas about what’s next reminded us of the value of these gatherings. They encourage us to experiment more and stay curious about how students interact with the world around them.
We’re already looking forward to next year’s Digital Collegium 2026 in Pittsburgh, Pennsylvania, to reconnect with the community, share what we’ve learned, and continue contributing to the ongoing conversation about the future of higher education marketing.
eduWeb Summit 2025 Recap: Conference Highlights and Key Takeaways
Portland, Maine, proved to be an excellent host city for eduWeb Summit 2025. Before the conference began, we had time to explore what makes this coastal city special. The Old Port district caught my attention with its cobblestone streets and old brick buildings. We walked down to the Eastern Promenade and were impressed by the clear views of Casco Bay and all the boat activity in the harbor. Maine was that kind of place that feels authentic rather than touristy, and you can sense it right from the moment you land at Maine’s airport.
We made sure to try The Highroller Lobster, known for their build-your-own lobster rolls with different house-made sauces. We got a good sense of why Portland has become such a popular destination for conferences and events by visiting local shops, walking the waterfront, and watching the boats come and go from the harbor.
Once we got to know the city a bit, we returned to setting up our booth and preparing for the big day: the start of the conference.
The eduWeb Summit 2025 conference brought together higher education marketing professionals, enrollment managers, and digital marketing experts from 16 countries and all 50 states. Taking place July 15–17 in Portland, Maine, the conference marked its 20th anniversary with over 60 sessions, keynotes, and networking events focused on enrollment growth, strategy, leadership,6y7 marketing, communication, and AI.
Apart from exhibiting, our Co-Founder / CEO, Faton Sopa, delivered a keynote presentation focused on groundbreaking research from our (soon-to-be-launched) nationwide study on how student college search behavior has undergone fundamental changes and how higher ed marketers can adapt.
At our booth, we welcomed conference participants with valuable insights, offering conference-exclusive, free Reddit Brand Sentiment analyses, and sharing practical strategies and tactics on how to break through in today’s highly competitive and fragmented search space. This year, as well, our popular Tony’s chocolate bars helped fuel strategy conversations throughout the event.
Session Highlights
Faton Sopa – The Way Students Find Colleges Today Is Changing – How Are You Adapting?
Our CEO delivered eye-opening insights from Manaferra’s comprehensive (soon to be launched) original research study involving over 1,500 recently enrolled students across three segments: undergraduates, graduates, and adult learners. The research revealed that 40% of students begin their college search with no schools in mind, while 87% use multiple platforms before making enrollment decisions.
The research found that students no longer rely solely on Google to search and discover college. Instead, they search across AI-powered tools like ChatGPT and Gemini, discover colleges on TikTok and Reddit, validate information through YouTube, and fact-check across multiple platforms before making decisions.
The new reality of search demands that institutions optimize their content and presence across every platform where students actually search, not just traditional search engines, making the traditional SEO playbook insufficient to reach today’s students. This makes the college search process non-linear and complex, as success now depends on understanding platform-specific search algorithms, content formats, and student search behaviors across the entire college search ecosystem, where students conduct their college research.
Raffi DerSimonian – Before You Redesign: Top 10 Essentials for Your Digital Doorstep to the World
Raffi DerSimonian from ERI, challenged conventional website redesigns with a provocative assertion: visuals represent only 10% of success, while strategic foundation accounts for 90%. His “10 Essentials Framework” emphasized measurable transformation over vague improvements, moving from goals like “make it look modern” to specific objectives such as “Reduce steps to application from 7 to 3, increasing application completion rate by 25%”.
The framework covered everything from comprehensive brand audits to AI integration planning and post-launch optimization workflows. A key insight from his session was that institutions that approach redesigns strategically, rather than reactively, see transformational results, embodying Louis Pasteur’s wisdom that “fortune favors the ready mind.”
Jarrett Smith and Grant De Roo – First Things First: How Prospective Students Rank Academic, Admissions, and Aid Information
Using “Top Tasks” methodology with over 1,000 prospective students, their research challenged higher ed assumptions about website priorities. The total cost of attending a college dominates student concerns across all segments to a degree that most institutions don’t recognize. Traditional undergraduates focus heavily on acceptance rates and concerns about debt, while graduate and non-traditional students prioritize feasibility and program fit.
Most surprisingly, their research found that generic salary data and program rankings ranked lowest, suggesting that students prioritize program-specific outcomes over industry statistics. Payment plan options emerged as a significant missed opportunity, rarely featured prominently despite their potential to address cash flow concerns.
Brian Piper – Supercharge Your Content with AI and Data
Brian’s AI integration presentation emphasized practical implementation over theoretical possibilities, with his key insight that AI adoption is fundamentally a change management project, not just technology deployment. He demonstrated concrete examples of how AI saved 20-40% in content creation and 60-80% in data analysis, including virtual focus groups using AI personas and automated video repurposing.
His implementation framework centers on forming institution-wide Marcom AI committees that address concerns about hallucinations, bias, and ethical considerations. Rather than replacing human expertise, his approach emphasizes AI as an enhancement and collaboration tool for sustainable integration across all marketing functions and beyond.
Allison Turcio and the CCA Team: The Paid Media Playbook: 10 Insights From 50+ Campaigns
The CCA team shared concrete performance data from over 700 million impressions across more than 50 campaigns, challenging conventional paid media wisdom with actual conversion numbers (which, frankly, is quite rare with higher ed institutions). Facebook and Instagram delivered 68% more conversions than search ads, with 98% of these conversions coming from parent audiences rather than students directly.
Their key finding: Meta’s Advantage+ targeting improved performance 20-30% with lower costs, while TikTok generated the most landing page traffic despite not driving the highest conversions. The overarching message of the session was that data-driven optimization consistently outperforms increased spending.
Emerging Trends & Strategic Insights
Between sessions, over coffee, and during those valuable hallway conversations, we kept hearing the same themes coming up again and again. These weren’t just isolated insights from individual presentations; they were patterns that became impossible to ignore as the conference unfolded.
SEO goes beyond Google: Welcome, Omnichannel SEO
Higher education marketing is witnessing a fundamental shift from traditional SEO to Omnichannel SEO. Students no longer rely solely on Google to discover colleges and programs. Their college search journey today is complex and non-linear, where students use multiple platforms to search, discover, trust, and validate before making decisions.
Emerging search platforms, such as AI, are shaping new search behaviors, particularly among adult learners, with a focus on speed, personalization, trust, and convenience. These search behaviors are likely to create expectations about how other search platforms work, so higher education institutions would need to adapt in order to reach their students wherever they search.
AI is Going from an Experimental Tool to Essential Infrastructure
AI has moved from experimental novelty to essential marketing infrastructure across higher education. Institutions are discovering that successful AI adoption is not just about deploying the latest tools, but also about restructuring workflows, implementing effective change management, enhancing communication, and fundamentally rethinking how processes work within the organization.
Forward-thinking institutions are utilizing AI for a range of applications, including content optimization, data analysis, automation, and admissions, all while maintaining strategic human oversight.
Data-Driven Decisions Beat Every Assumption
A clear trend emerged toward evidence-based marketing strategies that challenge long-held institutional assumptions about student search behavior, preferences, and marketing efficiency. Concrete performance data consistently reveals gaps between how higher education professionals think students behave and what actually drives enrollment decisions. This shift represents a maturation of higher ed digital marketing, moving beyond vanity metrics toward performance-focused measurement that directly correlates with enrollment outcomes and yield, not just impressions, traffic, and leads.
The trend reflects growing accountability pressures, with declining enrollment and increased competition, marketing departments must demonstrate clear ROI through sophisticated analytics and systematic campaign optimization rather than relying on intuition or traditional best practices.
Students Prefer Authenticity Over Polished Marketing
Student-generated authentic content is decisively outperforming polished marketing content across all channels and audience segments. The preference for genuine student experiences, unfiltered peer perspectives, and raw campus life documentation over polished promotional content reflects broader generational shifts in information consumption and trust.
Numerous sessions highlighted that Gen Z students, in particular, are highly skeptical of traditional advertising and marketing messages, gravitating toward authentic vlogs, honest social media posts, and peer recommendations. This trend is forcing marketing departments to shift from controlling institutional messaging and sponsored ads to facilitating and amplifying genuine student storytelling, thereby improving organic performance and building deeper trust with prospective students.
College Websites are (Finally) going Student-Centric
Website design philosophy in higher education is shifting dramatically toward genuinely student-centric information architecture that prioritizes actual student tasks over institutional organizational convenience.
The most successful institutions are reorganizing their digital presence around what students actually need to accomplish, prioritizing cost information, program outcomes, admission information, and college experience over institutional hierarchy or administrative structure. This reflects a changing expectation, as students accustomed to speed and convenience across other channels demand similar experiences from college websites.
The trend extends beyond responsive design to truly mobile-optimized experiences that anticipate and facilitate the specific tasks students most commonly perform on their devices.
Sustainable Strategies Over Quick-Win Tactics
Higher education institutions are increasingly prioritizing sustainable, long-term digital marketing strategies over quick-win tactics or trendy platform experiments. This includes hiring external expertise when internal expertise is lacking, or building internal capabilities rather than outsourcing; developing owned media assets rather than relying entirely on paid advertising; and creating systematic processes that persist beyond the tenure of individual employees.
This trend reflects both budget pressures and platform dependency concerns, because (finally) institutions are recognizing the risks of over-reliance on paid search advertising, where algorithm changes can immediately impact results, and a competitor with more budget can beat you instantly. The most strategic institutions are building diverse digital marketing portfolios that balance organic optimization, content marketing, and owned media properties with a clear ROI tracking system in place.
Closing Thoughts
eduWeb Summit 2025 reinforced why this conference remains the premier gathering for higher education digital professionals and is one of the higher ed conferences you don’t want to miss. The combination of cutting-edge research (such as Manaferra’s study on student search behavior) with practical sessions and genuine community connections creates an environment where real learning and relationship-building flourish.
The conference’s emphasis on authentic engagement, data-driven decision making, and sustainable digital strategies reflects where the industry is heading. As traditional enrollment marketing models continue to evolve, events like eduWeb Summit provide essential forums for sharing what’s working, what’s not, and what’s coming next.
We’re already looking forward to eduWeb Summit 2026 in Orlando, Florida, where we’ll continue these crucial conversations about the future of higher education marketing and digital strategy. The higher ed community that gathers at eduWeb represents the best of collaborative professional development, and we can’t wait to see how the insights shared this year translate into real enrollment success stories by next summer.
Ready to adapt your institution’s search marketing strategy for tomorrow’s students? Contact Manaferra to learn how our research-backed Omnichannel SEO™ approach can help your institution meet students where they search today.
Where to Find Us: Manaferra’s 2025 Conference Tour
Great conversations spark great ideas. That’s why we’re hitting the road in 2025 to connect with forward-thinking higher ed marketers at four key industry events. Here’s where you can find us:
Portland, Maine is calling! We’re thrilled to be part of the eduWeb Summit, where our CEO will take the stage to share proven strategies for maximizing enrollment through SEO and digital marketing. Stop by our booth to:
Program-specific SEO strategies that drive real results
How AI search is revolutionizing program discovery
Real results from our AI-powered content optimization
Fall brings us to Grand Rapids, Michigan, for an intensive deep dive into digital innovation. Our CEO will be presenting insights on data-driven SEO enrollment strategies.
The AMA Symposium’s focus on strategic marketing and institutional reputation couldn’t be more timely. We’re bringing fresh insights from our recent campaigns and ready to discuss:
We’re wrapping up our tour in Boston, where MEMS tackles adult student recruitment, online education, and student success. Find us ready to share:
Next-level strategies for online program visibility
Our predictions for SEO trends in 2026
Smart ways to measure enrollment marketing ROI
Let’s Connect
Each of these conferences brings unique perspectives on where higher ed marketing is headed. Whether you’re wrestling with program visibility challenges or exploring new digital strategies, we’d love to connect.
Planning to attend? Drop us a line to schedule a meeting. We’re always up for coffee and conversations about what’s next in enrollment marketing. ☕
Highlights from the 2024 AMA Symposium for the Higher Education
As first-time AMA attendees, we were filled with curiosity and anticipation. Over the course of two packed days, we explored cutting-edge strategies, from leveraging AI to rethinking student engagement, all while connecting with over 1,800 professionals who share a passion for shaping the future of higher ed.
Here’s a recap of our top moments and key takeaways:
Experiencing the City of Las Vegas
Our visit to The Sphere in Las Vegas was nothing short of inspiring. There, we watched Postcard From Earth, a sci-fi journey that transported us far into the future, where humanity’s descendants look back on Earth’s beauty and fragility from far away in the cosmos.
The breathtaking visuals and compelling narrative made us feel like we were floating between time and space. More than a spectacle, it was a thought-provoking experience, leaving us with a renewed sense of responsibility to care for our planet. It was a powerful way to set the tone for the conference: reflecting on the present and preparing for the future.
The Strip was buzzing, as always, and we couldn’t help but try our luck at a few casinos (five, to be precise). Against all odds (and some questionable decisions), we walked away as winners—though just barely. But honestly, it wasn’t the slot machines or blackjack tables that won us over. It was the city itself: a whirlwind of energy, color, and surprises waiting around every neon-lit corner.
A Warm Welcome to the AMA Symposium
Walking into the conference felt like stepping into a buzzing hive of energy. Over 1,800 higher ed pros under one roof, all ready to exchange ideas, share stories, and talk about the future of education. It was bigger than we expected, and it didn’t disappoint.
Have you ever walked into a room and thought, “Yeah, these are my people”? That’s exactly how it felt. We bumped into familiar faces, met a bunch of new ones, and even had a few of those “Wait, don’t I know you from somewhere?” moments that make you laugh. The sessions weren’t just useful—they got us thinking in new ways, sparking ideas we couldn’t wait to bring back and try out.
Vendors, partners, and clients we work with were all there, creating an incredible space to deepen relationships and forge new ones. This wasn’t just another conference. It was a chance to roll up our sleeves, make connections, and get inspired about the big picture. Honestly, it felt like a reunion, a brainstorm, and a pep rally all rolled into one.
Day 1:
The conference kicked off with a bang as Jamie Ceman and Nicholas Ladany took the stage to share the audacious story of rebranding their institution. They didn’t just tweak a logo or revamp a tagline—they reimagined everything.
From overhauling curriculum design to weaving AI into the academic curriculum, they laid out a bold blueprint for building a university entirely from scratch. Their ultimate mission? To create a truly student-first institution. It was inspiring, visionary, and, yes, a bit intimidating—but it was a powerful reminder of what’s possible when students take center stage.
Then came Steve Robbins, who delivered a mind-blowing session on the neuroscience of inclusion. He broke down the science behind belonging, revealing that it’s not just a nice-to-have—it’s hardwired into our biology. Robbins expertly blended research with actionable insights, showing how to cultivate spaces where everyone feels valued and can succeed. It was one of those talks that sticks with you long after the applause ends.
Kathleen Mabley, Anna McBrayer, Randi Ungar, and William Hajjar emphasized the importance of defining your institution’s value proposition, aligning strategic goals with KPIs, and leveraging both qualitative and quantitative data to understand and serve your students better. As someone deeply invested in performance measurement, their insights on end-to-end ROI tracking really resonated. (I’ll save my deeper thoughts on that for another post!)
The day wrapped up with Rohit Bhargava’s keynote on being a non-obvious thinker. His message was clear: in a world filled with noise, the ability to see what others miss is your biggest competitive advantage. His session reminded us of the importance of creativity, empathy, and curiosity in solving the complex challenges that higher ed faces today.
Day 2:
The second day brought even more valuable insights.Steven Ruttfrom ACU and Chris Roberts of CloudControlMedia kicked things off by sharing how their partnership drove a 23% increase in enrollment at ACU. Their secret? Goal alignment, data-driven decision-making, and open lines of communication. It was a powerful reminder that the heart of higher ed marketing success lies in teamwork and trust.
Christy Davis of Marigold followed with a refreshing mantra for student messaging: “Less is more.” She championed concise, brand-consistent communication to help universities cut through the clutter and truly connect with students.
One of the most impactful talks came from Justin Vogt of Fuseideas, who presented findings from The State of the American College Student study. He emphasized the importance of addressing both financial and emotional wellness in university messaging to build trust with prospective students. A lesson we can’t afford to ignore.
Wrapping up the day, Shelly Heinrich andTeresa Mannix from Georgetown University shared their inspiring story of launching an Executive MBA program in Dubai. Their success—filling the first class in just two months—was rooted in cultural sensitivity and forming strategic local partnerships, a testament to the power of strategic, empathetic marketing.
Building and Strengthening Connections
One of the most exciting moments was sitting down with Brian Piper to record a podcast episode on the impact of AI in SEO and higher ed marketing. It’s not every day you get to dive deep into such forward-thinking topics with someone who shares your passion. We discussed how AI is transforming search and why higher ed institutions must adapt to meet students where they are. Stay tuned for the full episode—it’s one you won’t want to miss!
Another highlight was connecting in person with Bart Caylor and Troy Singer, two individuals whose thought leadership in higher ed marketing has long inspired us. Our conversations not only reinforced our admiration but also sparked exciting new ideas. We’re eager to see how these exchanges shape future collaborations.
Let’s not forget our dinner and late-night chats with our friendsRaffi and Erjon from Eri Design. We talked about life, business, and the shared challenges of growing a company in the higher ed space. It’s rare to find people who align so closely with your vision, and we’re excited to see where this shared journey takes us in the future.
Looking Ahead
This year’s AMA Symposium wasn’t just a conference; it was a catalyst for change. The insights we gained and the connections we made will undoubtedly shape our strategies moving forward at Manaferra.
In fact, we’re so inspired that we’re jumping in headfirst as sponsors of next year’s AMA conference! Find us at the exhibition hall in National Harbor, MD, where we’ll be ready to spark even more conversations, connections, and, of course, big ideas.
The event was a bold reminder that higher ed isn’t without its challenges, but the chances to innovate and grow? They’re endless. As marketers, we have the power—and the responsibility—to lead the way through change.
A massive thank you to the brilliant speakers, energizing attendees, and the AMA team for crafting an unforgettable experience. Here’s to the future—see you next year!
Manaferra Wins Best Use of Search at US Search Awards
Another big win for the Manaferra team! This time we got to bring home the Best Use of Search – Third Sector/ Not-for-Profit at U.S. Search Awards event. This award comes as a result of the hard work and commitment the team put on for the Pacific College campaign in growing enrollments through search. We couldn’t be more ecstatic about completing our We Are Search Awards Trifecta after previously grabbing wins in European and Global Search Awards events.
While the initial plan was to fly to the U.S. and attend the event in person to ‘literally’ bring the award home, we couldn’t make this possible. So, a change of plans had to occur. We were looking for alternatives to be there with other nominees, at least virtually. Still, this didn’t make it less nerve-racking and exciting.
Because of the differences in the time zone, we couldn’t watch the ceremony in real-time, but we did get together as a team and celebrated seeing our work being chosen amongst other nominees. We got one award, but it’s worth mentioning we were shortlisted in total four categories:
Best Use of Search – Third Sector / Not For Profit
Best SEO Campaign
Best Use of Content Marketing
Best Small SEO Agency
Getting recognized all over the world for the strategies and campaigns we come up with is an enormous success. The judges remarked, “This was a well-rounded campaign pulling all the SEO levers to achieve its objectives. We admired how they accomplished their goal of showcasing how a good SEO campaign can yield even greater growth than PPC. It was also very well targeted to its prospective audience. Excellent job!” Receiving this kind of feedback will be our ultimate goal as an Higher Education SEO agency. I am super proud of the work delivered and the team behind it.
Faton Sopa, Co-Founder & CEO
Manaferra
It is quite an achievement for us to be one of the agencies from Kosovo making a breakthrough in American land and being held in high esteem in the SEO field. We are proud to be recognized as one of the best in the industry and will continue to provide the highest quality services for our clients.
Going back to the event itself, U.S. Search Awards are part of an annual international awards series. The event aims to reward American agencies that significantly contribute to the Search industry. Here is the whole list of this year’s winners.
Congratulations to all those who made it, and a big thank you to the U.S. Search Awards.
Manaferra Wins “Best Use of Search” award at Global Search Awards
Following our double shortlist nomination for the Global Search Awards 2021, we are super thrilled to announce that we walked home (or rather stayed home) with one prestigious award.
Winning is not everything, but we can’t deny that this award was actually sort of a nice feather in our cap. It also comes hot on the heels of our recent shortlist for two awards from the European Search Awards, which further adds to this tally. After all, it brings huge validation to our team and puts another official stamp of approval from certified experts in the industry.
A reminder of what Manaferra has been nominated for:
Best Small SEO Agency
Best use of Search – Third Sector (Higher Education)
Here’s what our Co-founder and SEO director had to say about the win:
“Following an exceptional year of growth for Manaferra, the award we’ve earned is another firm confirmation that we’re headed in the right direction. Amidst a fluctuating search landscape and aggressive pipeline goals, the campaign was really impressive, yielding 1,423% increase in organic leads and +447% in organic traffic. We all felt this was a fantastic standout entry and very well-deserving of this win.”
Granit Doshlaku, Co-Founder, SEO Director
Manaferra
Taking place annually, the Global Search Awards is a celebration of the leading agencies and campaigns in SEO, PPC, and content marketing. The awards are highly competitive and highlight industry leaders who are actively exhibiting outstanding growth while offering superior digital strategies to their clients. The panel, consisting of renowned industry experts, selected all entries based on a rigorous two-step process and several aspects of the marketing campaign.
“I was completely swept off my feet when I saw Manaferra’s name on the screen, announcing the winner in the Best Use of Search- Third Sector category. In moments like this, we come to realize that our hard work and sleepless nights are just a small price to pay for such a recognition and prestigious competition. We are incredibly proud of the work we have been able to do for our clients and the outstanding outcomes we have achieved.”
Faton Sopa, Co-Founder & CEO
Manaferra
Congratulations to all Global Search Awards winners! You can rewatch the live-streamed ceremony here, including all the winner announcements and full shortlist here and here.
Manaferra Shortlisted for Two Global Search Awards
We are proud to announce that, once again, Manaferra, a US & Kosovo based SEO Agency, is shortlisted for two awards by the leading s Global Search Awards.
Global Search Awards is the leading series of international search marketing awards that celebrates search agencies who are transforming businesses through innovative engaging campaigns that stand out from the crowd; innovative and cutting-edge software and people who have triumphed across diverse digital landscapes.
We are proud to be shortlisted for
Best Small SEO Agency
Best Use of Search – Third Sector
This is the second time that Manaferra has been nominated this year (the first one being European Search Awards).
It’s a pleasure and an honor to be among the finalists that are judged by the leading minds of search marketing under rigorous criteria.
“Following an exceptional year of growth for Manaferra, the award we’ve earned is another firm confirmation that we’re headed in the right direction. Amidst a fluctuating search landscape and aggressive pipeline goals, the campaign was really impressive, yielding 1,423% increase in organic leads and +447% in organic traffic. We all felt this was a fantastic standout entry and very well-deserving of this win.”
Granit Doshlaku, Co-Founder, SEO Director
Manaferra
We are thrilled to see that our hard work, which positioned many of our clients as industry experts and helped them gain authority, drive organic traffic, and generate leads, is being recognized for the second time in a row.
As a small SEO agency, leading the local market, seeing such results that come from a place of professionalism, dedication, and persistence is a big motivator.
As proof of how far an effective SEO & Content strategy and forward-thinking methods can take, we have our client University of the Potomac, which has seen exponential growth in organic traffic and Leads. Not only is their blog an example of top-notch content, but this has been rewarded with steady organic growth (reaching over 1,400% yearly growth).
“Being recognized for what we do as an agency as well as the work the team has produced was the best case scenario we could have hoped for. We know how hard it is to just be nominated for Global Search Awards. The best part is the boost it’s given to the team as well the drive to share the passions that our company culture is all about.”
Dardan Shehu, Content Marketing Associate
Manaferra
The Global Search Awards shortlist was announced Friday 4th June 2021, with the expert panel of judges having examined a number of aspects including creativity and implementation, budget, results and strategy involved in submitted campaigns.
The winners of each category will be announced at the Global Search Awards virtual award ceremony on Tuesday, 13th July 2021, at 7 pm BST.
Join our free webinar with our CEO to understand how AI search works in higher education, what influences the answers students receive, how to evaluate your own visibility, and where to focus your efforts.
