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Recap of learnings from webinar with Bridgewater State University

December 12, 2024

Jeff Dillon

|

4 min. read

Our recent webinar with Bridgewater State University covered the transformative power of site search for higher education. Here are some of our key learnings.

Site Search Has Transformative Power for Student Needs

Modern universities face a complex web of challenges—from rising student expectations and layered content ecosystems to ensuring accessibility and inclusivity. Bridgewater State University (BSU) offers a case study in how leveraging site search technology can address these challenges while advancing institutional values of equity and access.

During a recent webinar, experts highlighted how institutions like BSU are using search analytics to uncover insights, address content gaps and better serve their student communities. This blog delves into BSU’s innovative use of search technology, aligning with its mission to support students holistically.

The urgency to address food and housing insecurity among college students is more critical than ever. A 2023 survey by the California Student Aid Commission highlighted alarming trends: 66% of students reported food insecurity (up from 39% in 2019), and 53% faced housing insecurity (up from 36% in 2019). These statistics emphasize how pervasive these issues are, disproportionately affecting students of color, low-income students and those with children ​(Basic Needs Blog).

Graph showing the growing urgency for food and housing for college age students
Courtesy of the California Student Aid Commision

Basic needs insecurity doesn’t just jeopardize students’ physical and mental well-being; it creates barriers to academic success, retention and equity. As universities grapple with these challenges, innovative digital tools like enhanced site search are emerging as a vital part of the solution.

Bridgewater State University’s approach to addressing basic needs aligns with Maslow’s Hierarchy of Needs, adapted for college students. By optimizing their site search to address needs like food and housing, safety needs such as mental health resources and financial aid and belongingness through inclusive terms like “LGBTQ resources,” BSU creates a supportive digital environment.

This foundation empowers students to build confidence, feel connected to their community and ultimately focus on self-actualization through academic and personal growth. By addressing each level of the hierarchy, BSU ensures students can thrive without the burden of unmet basic needs.

Eileen O’Sullivan, Director of Web Communications at Bridgewater State University, discusses tuning their site search with relevant search terms that resonate with their student community. See the full webinar.

Bridgewater’s Approach: Data-Driven Insights in Action

At the heart of BSU’s strategy is its ability to monitor and analyze site search data to better understand and respond to student needs. Their efforts include:

  1. Refining Search Experiences:
    • Early analytics showed that students searching for terms like “financial aid” or “mental health resources” were often directed to irrelevant academic articles instead of actionable resources. By prioritizing student-centric results, BSU improved the relevance to connect students with the right programs instantly, after a simple site search.
  2. Prioritizing Health and Success:
    • Key terms related to students’ basic needs—like “LGBTQ resources,” “crisis support” or “cost per credit hour”—were prioritized to ensure quick and accurate results. This aligns BSU’s digital strategy with its broader values of inclusivity and student support.
  3. Search Maturity Metrics:
    • BSU measures success through key metrics:
      • Average Searches Per Session: 1.5 (benchmark: less than 3)
      • Click-Through Rate (CTR): 48% (benchmark: over 35%)
      • Average Click Position: 2.8 (benchmark: under 3)

 

These metrics highlight the relevancy and efficiency of BSU’s enhanced search system.

Transformative Insights from Search Analytics

The university’s search data revealed critical gaps and opportunities, driving actionable improvements:

  • Content Gaps: Searches like “independent study” and “cost per credit hour” previously yielded no results. Addressing these content gaps ensured students could easily find the information they needed.
  • Inclusivity: Terms like “LGBTQ,” “transgender” and “pride” were programmed into the search engine to prioritize links to the Pride Center and other supportive resources.

 

This data-driven approach allows BSU to remain proactive, continuously adapting to the evolving needs of its diverse student population

Key Takeaways for Higher Education

From the presentation, attendees gleaned practical strategies to elevate their institutions’ digital experiences:

  1. Search as a Superpower: A well-designed search tool isn’t just functional—it can be transformational in aligning searches with institutional missions and values.
  2. Proactive Digital Strategy: Search data provides actionable insights, enabling universities to address content gaps and refine user experiences.
  3. Enhanced User Experience: By tailoring search results to student needs, universities can reduce frustration, improve engagement and strengthen their brand trust

Eileen O’Sullivan discusses her marketing team at BSU adopting site search and using search data to improve their webpages. See the full webinar.

Bridgewater State University’s success with site search optimization illustrates the profound impact of leveraging technology to enhance the student experience. By integrating digital tools into broader strategies for student support, universities can navigate challenges like increasing student expectations and complex content ecosystems.

For institutions ready to take the next step, the message is clear: search insights are not just tools—they are enablers of equity, accessibility and student success. As higher education evolves, the future belongs to those who listen to their data and use it to act decisively.

Let BSU’s journey inspire you to transform your digital landscape for the better. Watch the full webinar with Bridgewater State University.

By Jeff Dillon

Digital Strategist, Higher Education

"Bridgewater State University’s success with site search optimization illustrates the profound impact of leveraging technology to enhance the student experience."

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