Ep. 98 - Andy Crestodina: There's No Appeals Process when AI Picks Your School

What happens when a prospective student asks ChatGPT for the best computer science program in the Midwest—and gets a complete answer without ever clicking on your website? For higher ed marketers who've spent 15 years optimizing for clicks, that shift changes everything. In this episode, host Jeff Dillon sits down with Andy Crestodina, co-founder and CMO of Orbit Media and author of Content Chemistry, to unpack what AI search really means for colleges and universities. Andy, who has been doing SEO for 25 years and teaches digital marketing at Northwestern, argues that the SEO playbook isn't dead—it's just expanded. The new goal isn't ranking; it's being cited. Andy explains why program pages need to be dramatically more detailed than they've ever been, why "conversation optimization" matters more than keyword optimization, and how a 30-word prompt from a nervous 17-year-old can completely change the game for a small school competing against a flagship. He shares practical, actionable methods: run synthetic prompts, audit where AI is training on your vertical, and fix your homepage (which AI crawls far more than any other page). For anyone trying to make sense of a world where traffic is down but intent is up, this episode offers a clear, grounded perspective from one of the most trusted voices in digital marketing.   Key Takeaways  The Goal Has Shifted from Clicks to Citations: AI search doesn't send visitors to your site—it synthesizes answers from across the web. Your goal is to be the source behind the answer, even if the user never clicks through.  Prompts Are Much Longer Than Keywords: The average prompt is around 30 words, not two or three keywords. To win in AI search, your content must align with the detailed, real-life questions prospective students would ask an admissions counselor.  AI Search Is SEO + Conversion Optimization Combined: You need both algorithmic visibility (SEO) and alignment with visitor psychology (CRO). The playbook has expanded—not been replaced.  Homepages Matter More Than Ever: AI crawls your homepage far more than any other page. If your homepage is a branded tagline without substance, fix it. That's where AI is trying to learn about your institution right now.  Run a Synthetic Persona Audit: Build a detailed persona of your ideal student, then run 25 synthetic prompts on behalf of that persona. Ask the AI to output its sources. Audit those sources to see where you're cited—and where you're missing.  The AI Has No Appeals Process: There is no one at OpenAI, Google, or Anthropic who will respond to your request to be ranked higher. Your only leverage is the quality and depth of your content.  Thought Leadership and Original Research Are the Antidote to AI-Generated Sameness: If AI can write it, don't publish it. The internet doesn't need more generic content. Prioritize original research, strong points of view, and collaborative content that AI can't replicate.  Brand Still Short-Circuits the Funnel: Brand awareness and word of mouth still matter. Not all marketing is algorithm-based. Relationship marketing, brand positioning, and share of voice are blue ocean opportunities.  Start at the Bottom of the Funnel: Before you worry about AI visibility, fix your program pages. Address the basics: deadlines, financial aid, concerns. If there's a leak in the bottom, nothing else helps. Benchmark conversion rates by URL and prioritize the lowest-performi... Chapters (00:00:00) - How AI Is Affecting Cloudflare's Content Marketing(00:01:59) - Higher Ed Marketing: Where's Marketing Heading?(00:09:22) - How to Win in an AI-First World(00:10:02) - AI Search: How Will It Affect Marketing?(00:17:44) - How to Get More Out of Your Homepage(00:21:41) - The Tension Between Optimizing for AI and Human Content(00:27:00) - AIs Will Build Custom Websites(00:29:43) - The Signal: Higher Ed Tech Insights