Linhart saw an opportunity to not only help the college better understand and measure its AI visibility, but to improve how often the college appeared in AI search compared with its competitors, especially among its young adult target demographic increasingly using AI engines for research and decision-making.
To start, the team performed an AI audit for the overarching national brand, as well as campus-specific audits to more accurately reflect AI search performance and sentiment compared to local and/or regional competitors. These audits generated baseline AI visibility and share-of-voice scores to 1) help the college understand how and when it was appearing in relevant AI search results across ChatGPT, Claude and Gemini, 2) determine major competitive gaps, and 3) understand the campuses in need of the most support based on gaps in the credible sources and content upon which AI engines rely.
While the college’s national AI visibility score was fairly competitive, ranking just below its top medical career college competitor, the campus-specific audits revealed 3 locations scored at least 10% below the brand’s national baseline. The audit also showed the domains most cited by AI search engines against prompts focused on the best programs for careers in medical assisting and nursing, including media outlets to target with earned outreach moving forward, like local business publications, U.S. News & World Report and trade publications in degree-specific verticals.
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