TY - JOUR
AB - This study sought to understand the relationship between undergraduate yield and an institution’s Internet presence. Data were collected from 2018 U.S. News & World Report national university rankings, the Integrated Postsecondary Education Database (IPEDS), and summer 2018 (June-August) SEMrush data, a web metrics database housing institutional (.edu) search and traffic information. Results demonstrate, when controlling for institutional characteristics, organic keywords/search-engine optimization (p < 0.001) predicts undergraduate yield as well as overall number of undergraduate applications (p < 0.001) and better than undergraduate admission rate (p < 0.05). Implications for research and practice are addressed, in addition to implications for theory regarding online academic capitalism and summer melt.

AU - Z.W. (Zach) Taylor
CY - Washington, DC
DA - 
EP - 
IS - 1
J1 - Strategic Enrollment Management Quarterly
J2 - SEMQ
JA - SEM Quarterly
JF - Strategic Enrollment Management Quarterly
JO - Strategic Enrollment Management Quarterly
L1 - 
LA - EN
SP - 
T1 - Optimizing Away Summer Melt: How Search Engine Optimization May Reduce Summer Melt at Highly-Ranked U.S. Institutions of Higher Education
UR - optimizing-away-summer-melt-how-search-engine-optimization-may-reduce-summer-melt-at-highly-ranked-u.s.-institutions-of-higher-education
VL - 
Y1 - 2020/4/20
Y2 - 2024/4/18
ER -