Everspring’s 2025 Report Analyzes 450,000+ Student Searches to Reveal the Collapse of Higher Ed Visibility
CHICAGO, May 29, 2025–(BUSINESS WIRE)–Students aren’t just searching differently—they’re searching elsewhere. According to Everspring’s new 2025 AI Search Trends Report, prospective students increasingly turn to AI tools like ChatGPT instead of traditional search engines. When they do use Google, AI-generated answers push universities out of view.
These shifts are collapsing the old model of digital visibility, where top rankings and paid ads once guaranteed traffic. Today, AI sits between students and the information they’re seeking, reshaping how—and whether—academic programs get discovered at all.
Beth Hollenberg, Chief Executive Officer of Everspring, shared, “Search behavior has changed—and universities are disappearing from view. Effective marketing starts and ends with the human experience. Prospects are now using AI to get answers tailored to their specific needs. Universities that don’t respond to these changes will become invisible, while those who adapt have an opportunity to turn AI into a competitive advantage.”
Based on over 450,000 real student search interactions across more than 60 academic programs, the report is the first of its kind to focus exclusively on the impact of generative AI on higher education visibility. The findings point to a new era of search, where AI-generated answers dominate results pages, sideline traditional SEO, and render paid search increasingly unreliable.
Key findings from the report include:
AI Is Now the First Stop for Search
Two-thirds of people say they turn to AI tools like ChatGPT before using Google, and nearly half of ChatGPT users are 18–24—more than double Google’s share. For younger audiences, discovery is starting in AI, not search engines.
To Get Found, Schools Need to Show Up in AI Responses
Google’s AI-generated Overviews now appear in the majority of question-based searches, pushing organic and paid listings further down the page. For longer or more specific queries, AI answers dominate.
High Google Rankings Don’t Guarantee Clicks
When AI Overviews are shown, click-through rates to top-ranked university pages drop by 70–90%. Even the best SEO can’t compete if you don’t appear in the AI summary.
Paid Search Is More Expensive and Less Reliable
The average cost per click (CPC) for higher ed terms is up 45% year-over-year. At the same time, click-through rates are falling, especially when AI Overviews are shown. In short, institutions are paying more and getting less from traditional search ads.
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