As AI continues to shape the future of SEO (search engine optimization), your school needs to stay competitive, relevant, and at the top of searches, or rather…At the front of AI?

Among the thousands of questions around AI for schools, many are wondering how their content can be pulled into AI's warm, digital embrace or whether it's even possible to improve their school’s ranking in Google AI Overviews.

There are conflicting answers…Many think that Google AI Overviews mirror traditional search rankings, meaning that if your school ranks well in traditional search engine results pages (SERPs), it also improves your chances of appearing in AI-powered searches.

Google maintains that you don’t need to change your approach to SEO to benefit from its AI Overviews—as long as you’ve been keeping up with best practices. However, some reports predict traffic from search engines to your website could drop by 25% by 2026, thanks to AI.

Google might even be pulling back as it refines its AI over misinformation showing up in results. Last April, it reduced AI in search results from 84% to under 15%, and the percentage varies greatly depending on the search query and industry, so education-related searches may be less affected than, say, “How do I cook a Thanksgiving turkey?”

ChatGPT recently unveiled its ability to search the web, providing responses with web sources and thereby going head-to-head with Google.

The reality is that SEO for schools isn’t dead, or gone, or going anywhere— it’s just evolving. Some SEO nerds aficionados are even transitioning from using the term “SEO” to “AIO,” or artificial intelligence optimization.

Regardless, as AI becomes more integrated into your families’ searches, here are five key strategies to optimize your website for generative AI.

5 Strategies to Improve Your School's Visibility in AI-Overviews

1. KEEP Ranking Well on Google SERPs

The better your school’s website ranks on Google, the more likely it is to appear in AI-driven search results. According to one study, a page that ranks first on Google’s SERPs has a 53% chance of being included in Google’s AI Overviews. For a page ranked tenth, the chances drop to 36.9%.

What this means for your school: To rank well, make sure to use a combination of high-quality content, technical SEO, and a clear site structure, also known as SEO best practices.

For instance, a private school offering specialized programs like STEM or arts-focused education should highlight those programs in depth on landing pages and in the page’s metadata—its title, meta description, headings, and URL.

By offering in-depth, helpful, and valuable content for prospective families, you increase the chances of both traditional search engines and AI systems selecting your school’s website as a reliable source of information.

• Create High-Quality Content: Publish content that is both authoritative and helpful to your audience. This could include blog posts on choosing the right private school, insights into your school’s teaching philosophy, or updates on school events. If parents often ask about the benefits of project-based learning, write an in-depth piece that explains it, shares success stories, and compares it to other education models. Engaging, well-researched content helps your school become a trusted source.
   
• Use Technical SEO: Make sure your website is easy for search engines to crawl and understand. For private schools, using structured data like H1 headings, page titles, and alt text on pages that answer common questions about admissions or tuition can help AI systems pull your content into featured answers. It’s not a guarantee, but if families frequently ask, “What are the tuition options at XYZ Academy?” having this data formatted properly increases your chances of appearing in AI-powered responses.

2. Target Informational Keywords and Phrases

Studies show that AI Overviews tend to prioritize informational keywords over transactional ones, or rather, “how to” questions and not “what’s the best [fill in the blank].” This means targeting keywords that provide helpful answers to common questions parents and prospective students have rather than purely promoting your school.

Look at how the content from the Academy of the Sacred Heart’s “Why An All Girls School?” page is pulled for the AI Overview of “How can an all-girls education school help my child?”

What this means for your school: Create content around queries like "How to choose the right private school for my child" or "What to expect during a school campus tour." AI systems are designed to answer these kinds of informational searches. Your goal should be to provide detailed, clear answers to these common questions so that when your target audience does research private school options, your content appears as the authority.

For example, if your school has a really unique curriculum or approach to learning, write a blog post about "How experiential learning can improve student outcomes." Content like Hotchkiss’ “Top Benefits of a Private School” educates prospective families and ranks higher in both traditional and AI-powered search results.

3. Focus on Relevant Search Terms and Long-Tail Keywords

AI systems are designed to handle complex, detailed searches, so it’s critical to target long-tail keywords—phrases that are more specific and closely related to the exact information people are searching for. These longer, more focused queries are often the ones that AI pulls into Overviews.

What this means for your school: Instead of targeting general terms like "private school," focus on more specific queries that reflect what parents are looking for, such as "how to afford private schools with small class sizes in [your city]."

Families searching for this level of detail are likely further along in their decision-making process, and by optimizing your content for these detailed queries, you can attract more qualified inquiries. Write blogs, create FAQs, and update your site with these long-tail keywords in mind, just like The Whitfield School has done with its financial aid content.

4. Align Content with Search Intent

Think about it: Google succeeds if it makes its searchers happy and coming back for more, so AI-powered results are designed to deliver users the most relevant content based on their search intent—whether they are looking for quick facts or in-depth insights. Matching your content with what families are actually searching for increases the likelihood that AI will include your school’s pages in its results.

What this means for your school: Similar to traditional SEO, if parents are searching for "What extracurricular activities are offered at private schools near me," it’s important that your content directly addresses this question, providing clear details about the programs you offer, such as athletics, clubs, or arts programs.

In addition to answering the question, make sure your content offers useful details like schedules, participation statistics, or outcomes (e.g., college acceptance rates for students involved in certain activities).

Aligning with search intent also means creating content that helps families make decisions. For example, if your school offers merit-based scholarships, write a detailed guide about “How to apply for scholarships at private all-boys boarding schools” that includes specific information on your school’s process.

While it's not an all-boys school (AI isn't perfect!), Thornton Academy is sourced for the Overview and informs parents who are actively researching financial aid options and are more likely to engage with this type of content, positioning Thorton as helpful and transparent.

5. Keep Learning!

AI seems to be evolving every day, so stay up to date on SEO best practices and search algorithms, and if you still can't keep up with all the changes, partner with experts who can help your school rise to the top of searches.

Key Takeaway

While AI-powered search is changing how users find information, the core strategies for ranking well remain the same. Focusing on high-quality, helpful content, targeting the right keywords, and aligning with search intent will help your school stay visible, as AI Overviews play a more significant role in search results.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.