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Article Type

Professional Proficiency

Article Abstract

Related Issue:

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.

Author(s)

taylor-z--smZ.W. (Zach) Taylor, Ph.D., is an Institutional Support Consultant with Trellis Company in Round Rock, Texas. He has published more than 60 peer-reviewed articles focused on clear communication for first-generation college students and English-language learners. His work has been published by Community College Journal of Research and Practice, Journal of College Student Development, and Higher Education Quarterly, among others.

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