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From Cold to Gold: How to Measure Lead Quality
Note: This post was updated by Gi Levet on 8/13/2026 to reflect current best practices. It was originally published on 12/8/2023. Key Insights Quality of digital marketing leads always trumps quantity of leads. Knowing the differences between high-quality and low-quality leads helps you determine the quality of your own leads. …
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Skimmers, Swimmers, and Divers: Content Chunking Strategy for Higher Ed AI Search
This post was updated by Collin Guedon on August 12th, 2026, to reflect recent trends and refreshed statistics. It was originally published on July 30th, 2021. TL;DR Higher education websites have always needed to serve three kinds of readers: skimmers who scan, swimmers who explore, and divers who read every …
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Website Readiness for AI Search: Seven Foundations Every University Needs
TL;DR: AI engines like ChatGPT, Perplexity, and Google’s AI Overviews answer prospective students directly, and they pull those answers from websites that are crawlable, structured, and accurate. Universities don’t need new technology to compete. They need seven specific foundations in place, and most can be checked in an afternoon. Key …
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AI Search in Higher Ed: Paula French at Harvard PLL Lunch & Learn
Harvard’s Professional & Lifelong Learning community invited Search Influence to talk through what AI search means for enrollment. Here’s what Paula French shared. If you work in online or continuing education, you already feel it: prospective students are forming opinions about your programs before they ever reach your website. They’re …
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What is MCP SEO? And Why Should Marketers Care?
Key Insights MCP SEO is owned media for the AI assistant era. You run a server. AI assistants asks it questions on a user’s behalf. You control the answers. It works on three layers. Discoverability (the AI can find your server), authority (your structured answers beat scraped ones), conversion (the …
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How Marketing Supports SEO and Helps You Score Big With AI Search
This post was updated by Paula French on 3/10/26 to reflect current best practices. It was originally published on 8/18/25. Key Insights AI search engines reward brands that align SEO with all marketing channels, including social, PR, paid, and email. Social media content marketing reinforces SEO performance by increasing entity …
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In-House Marketing vs. Agency Teams: Build a Strong Strategy Together
This post was updated by Paula French on 2/28/25 to reflect recent trends and best practice. It was originally published on 12/6/2018. Key Insights As brands grow, marketing demands increase, making it difficult for internal teams to execute strategy, create content, analyze performance, and keep up with industry shifts all …
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Why Hire a Digital Marketing Agency? Outsource for Faster Growth
Key Insights Hiring a digital marketing agency gives in-house marketers access to a team of experts with specialized skills and knowledge. Companies benefit from advanced marketing techniques without ongoing in-house training and investment in expensive tools. Outsourcing digital marketing to an agency frees up time for businesses and internal teams …
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SEO In-House vs. Outsourced: Should You Hire an Agency?
Key Insights SEO is crucial for online visibility, increased website traffic, brand recognition, and revenue growth. While it may be tempting to handle SEO in-house, it’s essential to recognize that effective SEO requires meticulous attention to detail, constant monitoring, and adaptation to evolving search engine algorithms. When deciding between in-house …
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Learn About Key Higher Education Marketing Metrics From Paula French’s UPCEA Blog
Search Influence’s Director of Sales and Marketing Paula French recently wrote a guest blog post for UPCEA titled “How Higher Education Marketing Metrics Help You Boost Enrollment.” While this is Paula’s first guest blog post for UPCEA, she is a regular speaker at UPCEA conferences and our joint webinars. As …
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