Challenge
Bay Path University faced a visibility plateau in a changing search landscape. Despite strong academic offerings and digital marketing efforts, the university’s organic traffic had been flat since 2021. Branded search volume was declining post-COVID, and non-branded discovery was limited by outdated content architecture.
Compounding this was a major industry shift: Google’s rollout of AI Overviews (AIO) and the rise of generative search tools (ChatGPT, Gemini, Perplexity). With these platforms delivering answers directly on the search page, Bay Path’s high rankings were no longer translating into clicks.
They needed a strategy not just to win in traditional SEO, but to future-proof visibility across AI-driven ecosystems.
Strategy
Zozimus reimagined Bay Path’s SEO program through a multi-layer framework designed to capture organic opportunity today, and tomorrow:
Optimize for traditional rankings across Google and Bing via technical audits, keyword strategy, and high-conversion content.
Ensure Bay Path content is understood and referenced by AI models. This included refining content clarity, applying schema markup, and aligning language for LLMs.
Create content that matches how prospective students ask questions naturally, think voice search, long-tail FAQs, and comparison queries. The goal: secure placement in AI-generated summaries, voice assistants, and featured answers.
Solution
Bay Path’s strategy focused on non-branded, career-first search behaviors increasingly common among adult learners and transfer students.
Key initiatives included:
- Content Clusters built around high-interest programs like Genetic Counseling, PTA-to-OT Bridge, and Mental Health Advocacy
- AI-readable formatting with clear headers, structured data, and defined entities
- AEO-optimized content such as:
- “How to become a genetic counselor”
- “Social worker vs. school counselor”
- “Best careers for working adults with a psychology degree”
This content was supported by ongoing technical SEO enhancements, Core Web Vitals improvements, and real-time tracking of Bay Path’s visibility in Google’s AIO modules and LLM-driven interfaces.
Campaign Results
Organic Growth Resumed
- +2.8% YoY growth in organic traffic (2024–2025), the first multi-quarter growth since 2021
- 41,100 keywords ranked (up from 22,200 in 2023)
AEO/GEO Impact
- 36% of keywords now trigger AI Overviews, up from <5% the year prior
- AI-formatted content successfully indexed by ChatGPT, Gemini, and Perplexity
Non-Branded Visibility Wins
- “OTA to OT Bridge Program” traffic grew 154% YoY
- “Online Genetic Counseling Programs” traffic up 52% YoY
Competitive Positioning
- Bay Path rose from #4 to #2 in keyword visibility among its peer set
- Surpassed larger schools in non-branded discoverability across high-converting terms
2.8%
yoy growth in organic traffic
41K
keywords ranked
#2
in keyword visibility
