SEO vs. GEO: Mastering the Future of Search in Education Marketing

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HIGHER-EDUCATION-MARKETING.COM
SEO vs. GEO:
Mastering the Future of Search in
Education Marketing

2
Scott Cross
Regional Manager
North America
WHO WE ARE…
▪ Ad Campaigns | Social Media & Search
▪ Creative Design & Branding
▪ Inbound Content Strategy
▪ Writing Blogs & Social Media Content
▪ SEO - Website Builds - Google Analytics 4
▪ CRM to Drive Lead Nurturing
▪ Student Application Portal

▪ The Current State of SEO in Education Marketing
▪ Key Trends in SEO
▪ What is GEO - Generative Engine Optimization?
▪ Strategies to Balance SEO and GEO
▪ Tools and Trends to Watch
▪ Key Takeaways
Agenda
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The Current State of SEO in Education
Marketing

The State of SEO in 2025
5
SEO's Positive Impact
on Website
Performance
In 2024, 91% of
organizations reported that
SEO positively influenced
their website performance
and marketing goals.
Source: conductor.com
Significant Disruption
Due to AI-Powered
Search
The introduction of
AI-driven search
experiences, like Gemini or
ChatGPT, has transformed
the search landscape.
Emphasis on
Multi-Channel
Cross-Platform
Improving collaboration
across digital platforms &
networks is now priority.
SEO = Google & social.
AI = most Large Language
Models.

Key Trends Shaping the SEO Landscape
6
Increase in Zero-Click Searches
More searches now result in
zero clicks.
Users find answers directly on the
search engine results page SERP.
● Featured Snippets
● Knowledge Panels
● AI Overviews (AIO)
What to do?
Optimize content to appear in SERP Features, and
ensure visibility to increase your chances of
being the source of the answer to their AI query.

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Embrace Change: Increase Visibility in Zero-Click Searches
How to Boost Your School’s SERP Rankings:
✓ Focus on long-tail keywords and phrases that reflect specific queries. For example, instead of
targeting "MBA program," consider "top MBA programs for managers."
✓ Develop informative and high-quality content that addresses the needs and interests of
your target audience. This includes blog posts, articles, videos, and infographics.
✓ Use structured data markup (Schema).
✓ Optimize for mobile and for local searches; include location-specific keywords.
✓ Make sure each web page has unique, descriptive title/header tag + meta descriptions.
Think of these as mini advertisement for your webpage, enticing more click-throughs.

8
Continue Improving SEO: Build Topical Authority
Establishing topical authority
requires comprehensive,
high-quality content that thoroughly
covers a specific subject area.
This approach signals to search
engines that a website is a trusted
resource on the topic, which can
improve rankings.
What to do?
✓ Build topical authority by creating in-depth, niche-specific content.
✓ Showcase your expertise by writing more about “How” and “Why”.

9
Continue Improving SEO: Build Topical Authority
How?
✓ Embrace your niche & expertise and write about it!
✓ Create comprehensive guides on your unique
approach to key academic programs.
✓ Offer in-depth insights that address prospective
students' questions.
✓ Incorporate E-E-A-T
✓ Ensure your content is credible, well-researched,
and recognized as a valuable resource
by search engines and AI-driven platforms.
✓ Experience
✓ Expertise
✓ Authoritativeness
✓ Trustworthiness

10
Search functions in SEO and AI
AI algorithms like Google's RankBrain and
BERT
- analyze user behavior
- analyze search intent
- interpret context of a query
→ Provide personalized, context-rich,
relevant search results.
Platforms like ChatGPT and Google Gemini
use AI to deliver direct, conversational
answers.
These tools act as personal assistants,
generating comprehensive responses to
queries without requiring users to navigate
multiple pages.

Audience Poll #1
11
How familiar are you with …
(SEO) Search Engine Optimization and
(GEO) Generative Engine Optimization ?
A. Very Familiar: I actively work with SEO and understand GEO concepts.
B. Somewhat Familiar: I know the basics of SEO but haven't explored GEO much.
C. Heard of It: I’ve heard of SEO and GEO but don’t fully understand how they work.
D. Not Familiar: I’m new to both SEO and GEO concepts.
E. What is GEO?: This is my first time hearing about Generative Engine Optimization.

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What is Generative Engine Optimization
(GEO)?

What is GEO - Generative Engine Optimization?
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GEO focuses on optimizing
content for AI-driven tools
● ChatGPT
● Gemini
● CoPilot
● Claude
Unlike traditional SEO,
GEO prioritizes content that
aligns with each AI models'
ability to generate accurate,
intuitive, and useful responses.
1. AI Models extract info from website
content on the topic of your query
2. Combine content from multiple sources to
create a structured, authoritative, concise
response
3. Then provides you an answer that is
easy-to-digest & intuitive

Understanding How AI Search Engines Work
SUMMARIZE CONTENT RATHER THAN LISTING LINKS
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AI-driven tools like Google Gemini and ChatGPT
prioritize direct, concise answers to user queries. To be visible here, your content must:
1. Write in natural language ~ like in a
conversation.
2. Write to answer “what,” “when,”
and especially “how” queries
3. Structure content clearly
- Headings
- Subheadings
- Bullet points
- Numbered lists

Why GEO Matters for Schools
15
AI is Used More Often Now
AI-generated responses are
increasingly shaping how
students discover educational
opportunities, shifting traffic
away from traditional search
results.
Schools that optimize for GEO can increase their visibility in
AI-driven searches by ensuring their content is easily
interpreted, structured, and valuable to AI models.
GEO optimization Is Key
It ensures that your website,
program descriptions, and
student resources are more
likely to be cited by
AI-powered search assistants,
chatbots, and recommendation
engines.

Strategies for GEO
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#1 Answer-Focused Content
Directly Address User Queries:
Focus on creating content that
provides precise, detailed answers
to common questions.
For example:
Instead of a general blog, “benefits of a paralegal career”
Write,
“What are the benefits of becoming a paralegal in Canada?”

Strategies for GEO
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#1 Answer-Focused Content
Welcome Back FAQ!
Build comprehensive FAQ
sections.
● Address key pain points.
● Provide concise
responses to their
questions.
FAQ format is more likely to
be picked up by generative
engines

Strategies for GEO
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#2 Maintain Authority and Accuracy
Build Authoritative Content:
✓ Publish expert-driven career
guides and research-backed
insights.
✓ Showcase faculty expertise.
✓ Feature earned trust & respect:
citations and accreditation
✓ Create engaging multimedia
content that highlights student
success and hands-on training.

Strategies for GEO
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Content Sourcing:
Use data from credible
sources like
● government
websites
● research journals
● educational
institutions
Citing high-authority sources increases the
likelihood of being referenced in AI-generated
answers.

Strategies for GEO
20
Content Distribution Across
Multiple Platforms:
AI-driven search engines don’t just rely on
websites — they aggregate information from
multiple content sources, including
YouTube, Reddit, Quora, LinkedIn,
and other social media platforms.
Expand your content distribution strategy
beyond traditional SEO
to increase visibility in AI-generated
responses.

Strategies for GEO
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#3 Structured Data and Schema Markup
Generative AI engines rely on structured data
to identify and extract relevant information.
Employing schema markup can boost the
likelihood of appearing in rich results
by up to 30%, thereby reaching a broader
audience.
Using schema markup enhances the machine
readability of your content.
Source:
https://dryviq.com/unstructured-vs-structured-data-4-key-management-differences/
Programs you offer
Campus locations
Job placement rates of your program’s grads
Student reviews/testimonials of each program

Common Types of Schema Markup
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● Article Schema: Assists search engines in
understanding the content of your blog or article
→ increase chances of being in rich results.
● FAQ Schema: Enables frequently asked questions
to appear directly in search results, enhancing
visibility.
● Product (Course/Program) Schema: Provides
details like price, availability & dates offered.
● Review Schema: Displays product ratings in
search results, adding credibility.
● Event Schema: Conveys information about
events, such as dates and locations, to search
engines.

Example Schema Markup for a School’s MBA Program
23
Explanation of the Code:
@context: Tells the search engine that the context for the data
is schema.org.
@type: Defines the type of entity (in this case, an Educational
Organization).
name: The official name of the school or institution.
url: The school's website URL.
course: Defines details about a specific course offered by the
school.
● @type: Specifies that this is a course.
● name: The title of the course (e.g., "MBA in Marketing").
● description: A brief overview of the course content.
● provider: Specifies the institution offering the course.
○ @type: Identifies the provider as an Educational
Organization.
○ name: The name of the school offering the
course.
○ sameAs: A direct link to the course webpage for
more details.

Implementing Schema Markup
24
To effectively use schema markup:
1. Choose the Right Schema Types: Select
schemas that accurately represent your
content.
a. 'Course' schema for educational
programs
b. 'Event' schema for webinars
2. Accurate and Detailed Information: Ensure
that the markup is detailed and precise,
including all relevant properties.
3. Regular Updates and Maintenance: Keep
schema markup current with regular reviews
and updates.
4. Testing and Validation: Use tools like
Google's Structured Data Testing Tool to
validate and ensure the correctness of your
schema. https://schema.org/

Best Practices for Using Structured Data
25
User-Centric Approach
Focus on what users are
searching for and ensure the
content answers their questions
effectively.
Regular Updates
Keep structured data current
to maintain accuracy.
Selective Usage
Select schema types
that best fit the content
and avoid unnecessary markup.

Audience Poll #2
26
What challenges do you face in optimizing for AI-driven search?
A. Lack of knowledge about GEO and AI-driven search.
B. Difficulty in structuring content for AI models.
C. Limited resources to implement both SEO and GEO strategies.
D. Unsure how to measure success in AI-driven search optimization.

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Strategies to Balance SEO and GEO

GEO and SEO Work Together, Not Against Each Other
28
Many assume that Generative Engine Optimization (GEO) is replacing SEO,
but in reality, GEO is an evolution of SEO—not a replacement.
Both strategies work together to ensure visibility in traditional
search engine results (SERPs) and AI-generated search responses.
As search behavior shifts toward AI-driven answers and conversational search,
schools must adapt their strategies to stay relevant across both search models.

Creating Dual-Purpose Content
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#1 Optimize Content Structure
● Use Clear Headings and Subheadings
- Descriptive headings guide readers
- Help search engines understand the
hierarchy and relevance of your information.
● Incorporate Bullet Points & Numbered Lists
- Break down complex info into digestible parts
- Enhance readability and aiding AI in extracting
key points.
● Implement Structured Data Markup
- Add schema markup to provide search engines
with explicit information about your content.
- Improve the chances of appearing in
SEO Rich snippets
GEO AI-generated responses

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#2 Develop High-Quality, Engaging Content
● Focus on User Intent
- Create content that addresses the specific
needs and questions of your target audience.
- Ensure it aligns with
SEO common search queries and
GEO conversational AI prompts
● Maintain Accuracy and Authority
- Provide well-researched and factual info
- Cite reputable sources; establish credibility with
SEO bots & readers and
GEO AI algorithms
● Enhance Readability
- Write clearly & concisely. Avoid jargon.
- Use short paragraphs. Use active voice.
SEO bots & readers and
GEO AI algorithms

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#3 Balance Keyword Usage with Semantic Understanding
Use Topic Clusters Instead of Isolated Keywords
Traditional SEO focuses on single keywords.
Semantic SEO organizes content
around broader topics & adds context.
Example:
Instead of targeting “digital marketing degree”,
create a pillar page on Digital Marketing Program
- "Careers in ….”
- “Salaries in …”
- “Graduate testimonials from …”

Combining Traditional SEO Practices with GEO
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#1 Maintain Keyword Relevance While Optimizing for AI
Traditional SEO relies on specific keyword targeting
GEO focuses on semantic relationships and conversational phrasing. Here’s how to maintain a balance:
Strategy Traditional SEO
(broad keyword targeting)
GEO Optimization
(natural, question-based phrasing)
Use a mix of broad & long-tail
keywords
"Best MBA programs in Canada" "Which Canadian MBA programs have
the best leadership courses?"
Ensure content is optimized for
both human readers and
AI-generated search results
Metadata, headings, and keyword
density Conversational content, structured Q&A,
and natural language

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#2 Balance Long-Form and Short-Form Content for Different Search Behaviors
Search behavior is evolving—some users seek quick answers. Others want in-depth, authoritative resources.
Structure your content accordingly:
Short-Form Content
(GEO AI-Friendly & Zero-Click Searches)
● Optimize for AI-generated search results
& voice search
● Use FAQ sections, concise summaries, and
bullet points
● Write direct answers to common student
questions
Example: “What’s the best business school
in Canada?” → A short, factual response will
be prioritized in AI search models.
Long-Form Content
(Traditional SEO & Thought Leadership)
● Include detailed & in-depth blog posts,
program guides, and whitepapers
● Provide expert insights, case studies, and
research-backed data
● Help Google (and users) recognize your
school as an authoritative source

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#3 Integrate Metadata Enhancements for SEO
& Schema Markup for AI Readability for GEO
Title Tags & Meta Descriptions for SEO
Write concise, compelling summaries for pages that
include keywords & natural phrasing.
FAQ Schema for SEO/GEO
Improves visibility for question-based search queries.
Course Schema for SEO/GEO
Helps AI pull detailed program descriptions directly into
search results.
Event Schema for SEO/GEO Increases visibility for
open houses, admission deadlines, and webinars

Optimizing for Voice and Conversational AI Searches
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#1 Ensure Mobile Optimization for Voice
Search Users
Since more than 1 in 4 people use voice search on
their mobile devices, a mobile-friendly website is
critical for ranking in voice search results.
Best Practices:
✅ Use a fast-loading, responsive website design
that adapts to different screen sizes.
✅ Optimize for local searches by including campus
locations, maps, and local keywords (e.g., “Best
business schools near Liverpool”).
✅ Ensure clickable phone numbers and direct
actions for easy mobile navigation.

Optimizing for Voice and Conversational AI Searches
36
#2 Use Speakable Schema
Speakable Schema is typically applied to short,
summarized sections of content that provide clear
answers to common questions. It tells search engines:
✅ Which part of the page is ideal for voice responses
✅ How to structure spoken content in a way that is
concise and informative
✅ What text to prioritize when delivering results in
voice search interactions
Best Content for Speakable Schema:
Admissions requirements, course overview, and FAQs.
Example:
{
"@context": "https://schema.org",
"@type": "SpeakableSpecification",
"name": "MBA Admissions Requirements",
"url":
"https://www.xyzbusinessschool.edu/mba-admissions
",
"text": "The MBA program at XYZ Business School
requires a bachelor's degree, GMAT scores, and at
least two years of work experience. Applications are
accepted year-round, with fall and spring intakes."
}

Content Adaptation for AI Visibility
37
#1 Structure Content for AI Processing
AI models scan content in sections, prioritizing
clear organization and easy retrieval.
Best Practices:
✅ Use short, topic-specific paragraphs
instead of long, dense text blocks.
✅ Break content into logical sections with
descriptive subheadings.
✅ Use bullet points and numbered lists for
easy extraction.

Content Adaptation for AI Visibility
38
#2 Use Summarized Conclusions for AI
Snippets
AI models prioritize concise, high-value
summaries when generating responses.
Include clear takeaways at the end of sections to
improve content selection in AI-driven answers.
Best Practices:
✅ Add summary statements at the end of key
sections.
✅ Use actionable insights or conclusions that
reinforce the main message.
Example from HEM blog:

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Tools and Trends to Watch

Monitoring Tools
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Google Search Console:
A free tool that helps you monitor your site's presence in Google Search results. It provides insights
into search queries, indexing status, and potential issues affecting your site's performance.

Monitoring Tools
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SEMrush:
An all-in-one marketing toolkit offering features like keyword research, site audits, and competitor
analysis. It helps identify opportunities to improve your site's SEO and monitor your rankings over
time.

Monitoring Tools
42
Ahrefs:
Known for its comprehensive backlink analysis, Ahrefs also offers keyword research, content
exploration, and rank tracking to help you understand & enhance your site's authority and visibility.

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Key Takeaways

Key Takeaways
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Want to future-proof your school’s search strategy?

46
Contact HEM for Customized Solutions
Scott Cross
North America Regional Manager
514-312-9048
scross@higher-education-marketing.com
Erik Fiuza
Europe & UK Business Development
+353 83 837 0646
efiuza@higher-education-marketing.com

INFO@HIGHER-EDUCATION-MARKETING.COM
6560 DE L'ESPLANADE, SUITE 204
MONTREAL, QUEBEC H2V 4L5
+1-514-312-3968

Challenges Faced When Not Adapting to Digital Trends
48
Traditional Processes
Lag Behind
Paper-based or fragmented
systems frustrate students
and slow down admissions.
Disconnected
Communications
Inefficient follow-ups lead to
incomplete applications and
missed opportunities.
Administrative
Overload
Manual processes strain
staff resources, reducing
time for personalized
engagement.

SEO vs. GEO: Mastering the Future of Search in Education Marketing

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