Overview

This webinar unpacked how AI overviews, zero-click answers, and conversational queries are changing student discovery. IEG showed how to align SEO + paid search with AI-first behaviors, structure program pages for answer engines, and measure the funnel metrics that best predict applications—not just impressions or clicks.

Agenda Recap

• The new search landscape: AI overviews, answer engines, and what they surface
• Building “answer-ready” pages (schema, outcomes blocks, tuition, deadlines)
• Query clustering and budget strategy for high-intent demand
• Landing-page patterns that reduce friction and increase form completion
• Beyond CTR: tracking inquiry quality and application propensity

Key Insights

• Pages that combine clear outcomes + structured data were most likely to appear in AI answers.
• Query clusters (not single keywords) improved coverage and lowered cost per qualified inquiry.
• Small UX changes (field minimization, progressive disclosure) delivered meaningful lifts in inquiry → application conversion.