How Will This Impact Your Institutions Marketing and Recruiting?
As Google continues to evolve to put information in the consumers hand earlier and easier, they have announced some new features around search results for 4-year schools and universities. Beginning earlier this week, graduation rates, average cost after aid and admission rates will now be more prominently displayed in the knowledge graph when doing a branded search on Google for a 4-year school or university. This information will be populated from College Scorecard (https://collegescorecard.ed.gov/) and IPEDS (https://nces.ed.gov/ipeds/). The changes will be fully rolled out on mobile with similar features showing in the desktop results as well.
Here’s what the new results will look like:
So, why is Google doing this? They are responding to feedback from the prospective student community citing the confusion and difficulty in finding objective stats about schools on the internet. Per Google, this change should make information pertinent to making a college decision more readily available and easier to find for prospective students reducing some of the confusion around the college selection process. Here is more from Google on the topic: https://www.blog.google/products/search/college-search-google/.
So, what does this mean for schools? Likely, not much. Education has a longer decision-making cycle and it’s unlikely that the ease of finding these stats will impact that decision directly. A few things to remember:
Here’s a few things all institutions can do in light of these changes:
As Google continues to evolve their search product to better serve end users, Thruline will continue to monitor the changes and communicate with you any impacts we anticipate. If you have specific questions regarding this change or any other Google change, you can always reach out to your Thruline Account Manager for more information.
Rebecca Streeter, VP of Integrated Marketing