Presentation
How to Prepare Your Website for the AI Search Shift
Presented by Kate McGowan
Friday, April 10 | 1:30 PM – 2:30 PM
AI-driven search, from LLMs like ChatGPT and Perplexity to Google AI Mode, is reshaping how consumers discover brands, engage with website content, and convert. As search engines and generative models surface answers directly, institutions face declining brand visibility, fewer site visits, and mounting pressure on each visit to convert.In this session, we’ll show you how to adapt. You’ll learn how to leverage Google Analytics and other data platforms to measure the impact of AI search on your traffic and brand discovery, and how to interpret shifting audience behaviors. We’ll discuss strategies to optimize your website for the future of search and a compressed enrollment funnel that’s more difficult to track and attribute. Finally, we’ll share tips for future-proofing your content strategy to ensure your institution remains visible, relevant, and competitive in the era of AI search.
