The search landscape for prospective students is changing dramatically, and the shift to AI search optimization is now a critical part of any higher ed marketing strategy. In this episode, Faton Sopa, Cofounder and CEO at Manaferra, joins Brian to discuss new research on how prospective students are using AI in their college search journey. Faton shares his insights on what this new behavior means for institutions and how they can adapt their strategies to ensure they remain visible and competitive. Join us as we explore the future of student search and how to master AI's role in it.
The search landscape for prospective students is changing dramatically, and the shift to AI search optimization is now a critical part of any higher ed marketing strategy. In this episode, Faton Sopa, Cofounder and CEO at Manaferra, joins Brian to discuss new research on how prospective students are using AI in their college search journey. Faton shares his insights on what this new behavior means for institutions and how they can adapt their strategies to ensure they remain visible and competitive. Join us as we explore the future of student search and how to master AI's role in it.
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Episode Prompt:
First prompt - I prefer ChatGPT o3, Claude Opus 4.1, and Gemini 2.5 Pro for this prompt
You are a higher education and SEO expert.
I need to conduct an AI visibility audit for [INSTITUTION NAME and URL], a [TYPE OF INSTITUTION - e.g., public research university, private liberal arts college, community college] located in [LOCATION].
I want to evaluate the institution's visibility across the student search journey in three stages:
**Stage 1: Awareness/Discovery** - Broad searches when students are exploring options
**Stage 2: Shortlisting** - Specific program comparisons and evaluations
**Stage 3: Decision-Making** - Final checks on requirements, outcomes, and fit
For each stage, I'll provide you with search queries, and I want you to respond as if you were a prospective student searching for this information. Please provide detailed, specific answers and note which institutions you mention and in what order.
Let's start with Stage 1: Awareness/Discovery queries.
Stage 1: Awareness/Discovery Queries
Test these broad discovery searches:
"What are the best [FIELD/MAJOR] programs in [STATE/REGION]?"
"I'm looking for colleges with strong [FIELD] programs and good financial aid. What are my options?"
"Which universities have the best reputation for [SPECIFIC PROGRAM AREA] in [GEOGRAPHIC AREA]?"
"What colleges should I consider for [DEGREE TYPE] in [FIELD] if I want to work in [INDUSTRY/CAREER]?"
Second prompt (remove any of the questions if the answers were included in the first query):
Stage 2: Shortlisting Queries
Test these comparative searches:
"Compare [YOUR INSTITUTION] vs [COMPETITOR 1] vs [COMPETITOR 2] for [SPECIFIC PROGRAM]"
"What are the admission requirements for [SPECIFIC PROGRAM] at top universities in [REGION]?"
"Which [DEGREE TYPE] programs have the best job placement rates and starting salaries?"
"I have a [GPA] GPA and [TEST SCORES]. What [FIELD] programs am I likely to get into?"
Final prompt:
Stage 3: Decision-Making Queries
Test these specific evaluation searches:
"What is the total cost of attendance at [YOUR INSTITUTION] including room and board?"
"What are the specific admission requirements for [SPECIFIC PROGRAM] at [YOUR INSTITUTION]?"
"What career outcomes and job placement rates does [YOUR INSTITUTION] have for [PROGRAM] graduates?"
"What financial aid and scholarships are available at [YOUR INSTITUTION] for [STUDENT TYPE - e.g., out-of-state students, transfer students]?"
Based on the responses you've provided, help me analyze:
1. In which stage of the search journey does this institution have the strongest visibility?
2. What are the most significant gaps or weaknesses in our AI presence?
3. Which competitor institutions appear most frequently and prominently?
4. What specific information about our programs or requirements was inaccurate or missing?
5. What topics or program areas should we prioritize for improving our AI visibility?
Please provide specific, actionable recommendations for improving this institution's presence in AI search results.
Guest Name: Faton Sopa, Co-founder/CEO, Manaferra
Guest Social: https://www.linkedin.com/in/fatonsopa/