Higher Ed
By Granit Doshlaku, Manaferra
For years, SEO has revolved around one thing: keywords. We’ve obsessed over search volume, rankings and traffic. But what happens when search volume disappears?
That’s exactly what’s happening now. Students are turning to AI assistants, on-site chat tools and generative platforms to find information. Their questions are more conversational, and they’re no longer typed exclusively into Google.
This shift breaks traditional SEO. Keyword tools can’t see what students are asking, and AI search engines don’t share query logs. As a result, higher ed marketers are left in the dark about what students actually want to know.
But what if your website could show you every question students ask, in their own words?
The Missing Metric in Higher Ed SEO
Traditional SEO tools such as Google Search Console or Ahrefs and Semrush show what’s being searched on Google, but they don’t show how students think.
That’s why Halda’s AI search functionality immediately caught my attention. Instead of showing anonymous traffic data, it captures intent—real questions asked by real prospective students on your site.
It’s like seeing the enrollment funnel from the inside.
At Siena University, Halda’s AI search captured more than 500 questions students asked directly on the site. When you group those questions by theme, you get a remarkably clear view of what students are anxious about, what they don’t understand and where content gaps exist.
Here are a few of those real queries:
- “What abroad programs do you have? Are there certain grade qualifications?”
- “Can a transfer student be a first-time HEOP student?”
- “What AP classes should I take in high school to be a nurse at Siena?”
- “What are the housing options for students at Siena University?”
- “How much does the MBA cost?”
At first glance, these might seem like small questions. But together, they reveal the language, concerns and expectations that shape the student journey.
Five Themes Driving Student Behavior
When we analyzed Siena’s questions, five clear themes emerged—each mapping to a different stage of the enrollment journey.
Admissions uncertainty
“Can I apply two ways?”
“What is the application fee?”
“I submitted my application two weeks ago. Where will I see it?”
Students crave clarity on process and timing.
Academic readiness
“GPA requirement for education-mathematics.”
“My grades aren’t good enough?”
“What AP classes should I take?”
Students want to know if they qualify and what success looks like before they even apply.
Program fit
“What does the engineering option have, and why should I take it at Siena?”
“What can I do with a business major?”
They’re evaluating career outcomes, not just courses.
Student life and logistics
“How do I find a roommate?”
“What buildings will my classes be in?”
“What are the housing options?”
Post-acceptance anxiety equals a missed melt-prevention opportunity.
Financial confidence
“Is there any exception in the payment rate?”
“Can I apply for financial aid in December 2024 for fall 2025?”
“How much does the MBA cost?”
Money anxiety is universal and often the last barrier before commitment.
Each question reflects a content opportunity. Each cluster represents a mini funnel—a series of moments where the right content could build trust, clarify confusion or accelerate a decision.
Building Content That Answers Real Questions
Here’s where this becomes more than just an insight exercise.
SEO today isn’t about chasing volume; it’s about identifying intent clusters and creating content that meets students where they are.
AI search data gives you something keyword tools can’t: context. You can see the why behind the search, not just the phrase.
Here’s how institutions—and higher ed SEO agencies like ours—can turn that data into action:
- Group questions by theme.
Use AI or manual clustering to identify high-interest topics such as financial aid, transfer admissions or campus life. - Map to existing content.
Audit your site to see which questions already have a strong content match and which ones don’t. - Fill gaps with purpose-built content.
Create new pages, articles or videos that answer those missing questions in students’ language. - Optimize for AI discoverability.
AI systems such as ChatGPT, Gemini or Perplexity favor content that answers natural-language questions. Use this data to write the kind of answers those systems will surface. - Track engagement beyond traffic.
The impact of this kind of SEO isn’t clicks—it’s conversion readiness: longer dwell time, more inquiries and higher confidence in decision-making.
SEO as a Retention Channel
One of the biggest surprises in Siena’s dataset? Not every question came from a prospective student.
Queries like “How do I find a roommate?” or “What buildings will my classes be in?” likely came from current students—showing that SEO can support more than just lead generation.
By identifying and addressing these post-enrollment questions, institutions can reduce friction in the student experience and build a self-service knowledge base that drives satisfaction and loyalty.
The Future of SEO Is Human Language
As AI becomes the default discovery tool, traditional keyword data will continue to fade. The marketers who adapt fastest will be those who find alternative sources of truth—real behavioral data showing how people ask questions.
Halda’s AI search data gives institutions that edge. It bridges marketing, SEO and student experience by revealing what students really want to know, in their own words.
In the next era of SEO, that’s where the competitive advantage lies.
Final Thought
If Google Search Console shows how students found you, Halda shows what they came to find.
For higher ed marketers building the next generation of discoverable, student-centric content, that’s data you can’t afford to ignore.
