Core Education的动态

Transcript

If we want to talk about the website as the digital front door to an institution today, when students are coming to your campus, anyone it could be a faculty who you're in the process of recruiting someone who just wants to know more about the institution's coming to the institutions website is not necessarily. The only way that they find out about the institution, so they'll start social media. There is a there's posts, there is discussions about the institution that is found in non institutional websites. There's tons of ways that people are finding out about your institution, but they're still using the website as the digital front door. Why does it matter? You know, they're learning about your institution in in various ways. They're going to various sites. To learn about that, what the one first thing I want to start with is perception alignment. When they read up about the institution and these other sites, or they go to social media, or they go to one of the sites that talk about our rankings and ratings, they build a perception of the institution through those. If they come to your website, which is that front door and that perception is not aligned, that's a big loss in social credibility. First impressions are not necessarily first, but it's first from your point of view of how you want this story to be told. It just has to keep the individuals interest alive. Anyone who's looking at a website, you can imagine their browser has many different windows open, many different tabs open. When we think of them multitasking, they're not necessarily looking at two parts of a content. At the same time, what they're doing is they're frequently switching their context and. You want the website to give them one reason to stay on the current content. It is way too easy to look at something else. Finally, it's it's the representation, the extension, the representation of the institutions brand. So making sure there is enough that talks about branding a larger context are regardless of the audience is important. Artificial intelligence is clearly the buzzword of the year and it will only become more. And more important, as you think about your website and there are a lot of things that higher Ed institutions can be doing to leverage artificial intelligence, but in particular it's something that you can actually be doing on your website. AI can significantly enhance the user experience, whether that's through content, personalization or even operational efficiency. You can leverage chat bots and virtual assistants to support user queries and engagement. You can put AI analytics to better understand user behavior and optimize for various conversion rates. The next is Google SGSGE stands for Search Generative Experience. And this is Google's use of AI when it comes to search. And what this is now is when you do a search on Google, instead of the top results being put at the top of the page and that might be sponsored results and then organic below that, Google is now replacing the top results with AI generated results. Google SE is going to transform. How information is displayed and accessed through search engines. And this will impact website traffic and visibility. And so if you're the institution and your goal is to have them find you on Google or some other tool, click through and then go to the website, you run the risk of them never actually getting to your website. So what can you do to prepare for this? Well, one is structuring your content to align with this sort of conversational and natural language. Search. If the content on your website is not built for having a conversation with the user and for natural language search, then you're not going to show up properly and Google is not going to display your results. Oftentimes when we're speaking to institutions, one of the biggest questions is how do we get started? There's a bit of an analysis paralysis, in part because it feels so daunting in this case. Start with your goal setting. Identify your most critical needs. What are the pieces that you have determined are the biggest areas for impact? Determine your work approach. Is this an optimization, something that can work on sort of enhancing the existing site, or is this going to be a new site? Do you really think it makes the most sense to start from scratch once you've kind of figured out what it is you want to accomplish? It's really about getting buy in, you know, the internal groups across campus. Then look at whether or not this is an internal or external approach. Do you have the resources and the expertise to do what is needed? One of the one of the things that we see in our work from core a lot working with institutions is there is there is often times a thought process that a website redesign can be done as a one off project and it's incorrect. It's not the right way to get started. There's a fine line and a set of strategies where you don't want to boil the ocean, but you want to be strategic in your consideration of why are we going to do the website redesign? What are the fundamental pieces that will need to make up for it and how is this going to be part of the whole? What core does is we we we bring in a full service. Solution. We are experienced in the education sector or has over 140 individuals as part of our team right now and they are very deep experienced in one or more domains within higher education. We not only bring that higher education context, we bring in the context of business model transformation. How has that context changed between what it was in 2015 or 2019 or even 2020 pre pandemic? To what it is now that that is what we build in into all our work.