How to Optimize Higher Ed Websites with Search - A Conversation with Sara Kelzer

Higher education websites are complex.Outdated content mixed with new information makes it hard for visitors to find what they need.In this episode of the Education Marketing Leader podcast, Sara Kelzer of Cludo shares how optimized site search can simplify this and help universities improve user experience.Here are the highlights:🚩 Challenges in Higher Ed WebsitesUniversities face hurdles like decentralized content management and complex structures.Sara explains how this creates friction for visitors trying to find key information, especially students seeking details on tuition, programs, and more.💡 Why Optimized Site Search MattersCludo's search tools help reduce friction, making it easier for users to find relevant content.By prioritizing data-driven decisions, institutions can manage their site more effectively, reducing internal politics about what content should rank higher.🔍 Leveraging Search AnalyticsKey metrics like ineffective searches and zero-result searches help universities spot gaps in their content.Sara shared how one institution used this data to redirect users to another college for a discontinued program, showing the power of smart search.📱 Mobile Search OptimizationWith 20-40% of searches happening on mobile, Sara emphasizes keeping filters simple and ensuring relevant content appears quickly on mobile devices.🎓 Engaging AlumniSite search isn't just for students—it can also boost alumni engagement.Cludo allows cross-campus searches, helping alumni find relevant events or news that strengthen affinity with the institution.💡 Key Takeaways:Use search analytics to identify and fix content gaps.Optimize mobile search for a seamless experience.Leverage site search to engage both prospective students and alumni.🔥 Actionable Tip:Check your site search analytics today. Are visitors finding what they need?Connect with Sara on LinkedIn to learn how Cludo can improve your site search.Don't forget to follow the Education Marketing Leader podcast, share the episode, or leave a review of the show.Until next time. ✌️