September Is For Admissions — And AI: How Schools Stay Visible When Answers Appear Above the Fold
September isn’t just admissions season anymore — it’s also a season of change for search itself. Families aren’t only Googling; they’re asking AI tools, scrolling TikTok, and checking Instagram to learn about schools. And when they do land on Google, they’re increasingly met with AI Overviews: summaries generated right at the top of search results.
For schools, this raises a key question: what happens when families get answers before they ever reach your website?
The AI Reality Check
Here’s what the latest research shows about how AI Overviews are impacting visibility:
- Click-throughs are shifting. When AI Overviews appear, organic clicks fall from 15% to just 8% — a drop of more than 50%.
- Even top results are changing. The #1 organic listing loses about 34% of its clicks when AI Overviews are present.
- AI Overviews are everywhere. Up to 30% of U.S. searches now trigger AI summaries at the very top of results.
- Visibility ≠ traffic. Search impressions are up 49% year-over-year, but click-through rates have dropped by 30%.
- AI Overviews can compress organic clicks and shift where families engage.
Why This Matters for Schools
- Families are skipping the click. Zero-click searches are rising. Parents may get deadlines, tuition ranges, or reviews from an AI Overview before they ever see your admissions page.
- Trust is shifting to peers. Gen Z parents value real voices — reviews, forums, authentic testimonials — and AI Overviews pull those signals in.
- Authority comes from structure. Clear, structured content (FAQs, deadlines, admissions steps) is more likely to be surfaced in AI results.
Bottom line: if you’re not visible in AI-driven results, you risk being overlooked even if SEO rankings look strong on paper.
How AI Decides What to Show
The good news: AI isn’t random — it pulls from signals already online. The clearer and more consistent those signals are, the better your chances of being surfaced. Key factors include:
- Clear, structured content: FAQs, admissions deadlines, and step-by-step processes in plain language.
- Trusted sources: Alignment across your Google Business Profile, school website, and directory listings.
- Reputation signals: Reviews, testimonials, and mentions on forums or social sites.
- Technical formatting: Schema markup (FAQ, HowTo, LocalBusiness) that helps AI “read” and surface content accurately.
Your 30-Day Action Plan to Stay Visible in the AI Era
1️⃣ Week 1: Refresh Admissions Content
Add or update a simple FAQ section with the top questions parents ask.
2️⃣ Week 2: Build Reputation Signals
Highlight testimonials on your admissions page.
3️⃣ Week 3: Lay Technical Foundation
Implement basic schema markup (e.g., FAQ) so AI can easily read your site.
4️⃣ Week 4: Showcase Authenticity
Share one authentic story — a testimonial, video, or social post from your community.
These changes not only improve your chances of appearing in AI Overviews but also build trust with families across every channel.
Why This Works
- Admissions content that answers real parent questions
- Stronger review and reputation signals
- A technical foundation AI tools can easily parse
- Authentic stories that build trust with families
Why Now Matters
September is a pivotal month:
- Families are attending open houses.
- Deadlines are approaching.
- Shortlists are being finalized.
- Parents are turning to peers, forums, and AI tools for recommendations.
If your school’s information isn’t part of that conversation, it’s all too easy for another school to take the spotlight.
Final Takeaway
AI isn’t here to replace schools’ marketing — but it is rewriting the rules of visibility. Schools that adapt now can rise above the noise, reach families where they’re searching, and stand out with clarity and trust.
📌 Want to ensure your admissions pages are AI-ready?
