AI and Changes in SEO

We’ve written previously about the emergence of the next level in Search Engine Optimization – SEO+, using AI Optimized strategies that help improve your online presence through strategic content creation, keyword optimization, directory listings, and more to help your website show in organic search results.

Google’s AI overviews first rolled out in 2024, providing AI-generated summaries pulled from news articles or other sources on the web.

While these overviews appeared on only 6.5% of searches in January 2025, by May of this year they showed up on nearly 20%. It’s becoming more prevalent that the old rules no longer apply when it comes to showing up in front of internet users, and there is a relearning process across the board.

This has led to many businesses seeing drops in their organic traffic, and it’s possible that we may see a convergence of paid and organic media over the coming months and years. While they were once seen as separate, organic is going to be influencing the future of paid ads since Google will try and drive what gets revenue.

However, there are still strategies that can help organic traffic and placement. Refreshing website content at least once a month and adjusting content based on the information people are looking for can encourage users to click through. Building and strengthening structured data can also lead to improved search results.

Keeping up on current digital trends can be tricky, but SEO+ can help fill in the gaps by evaluating content on your website and making recommendations, cleaning up the technical backend of your website, and help build your web presence.

Video Trends

Our video team recently attended a virtual seminar about trends in the video landscape and learned some great information about the changes of video in marketing!

95% of marketers reported that video content has played a crucial role in boosting their brand visibility, so video has really gone from being an afterthought to a pillar of content strategy.

A 2024 study showed that 81% of consumers want more short-form videos from brands! Video can also provide more of an ‘instant gratification’ for users who prefer to watch visually instead of reading text.

The importance of vertical video is also growing – vertical is a more comfortable and natural format for many users (in alignment with mobile phone usage), and it also provides a more candid feeling.

Video is a crucial part of your marketing plan – CSM has a video production team to film and edit stunning visuals to accompany your messaging!

A prospective student visits your university’s website at 11:23 PM. She’s trying to figure out which majors match her career goals, whether scholarships are available for out-of-state students, and how soon she can apply. She opens the chatbot. It responds with a list of links and a vague answer. She clicks away. You’ve just lost a potential applicant—not because of your programs or reputation, but because the digital experience didn’t meet her expectations.

Today’s students are digital natives, raised on seamless, on-demand experiences. They expect the college search process to feel intuitive, personal, and immediate. Yet, most admissions and marketing teams are operating with tools designed for a different era—forms, drip campaigns, and FAQs that assume students will do the work to find the information they need. In an increasingly competitive enrollment landscape, that assumption is costing institutions real prospects.

That’s where next-generation AI comes in—not as a flashy gimmick, but as a strategic extension of your admissions team.

Meeting Students Where They Are

AI isn’t just about automation—it’s about amplification. With the right AI tools, colleges can engage students through intelligent, real-time conversations that feel personal, responsive, and helpful.

Imagine and AI assistant that:

• Speaks Multiple Languages: Supports first-generation and international students
• Answers Nuanced Questions: About programs , scholarships, deadlines, or housing—24/7
• Collects Insights: What prospective students are most curious about
• Proactively Nurtures: Interest by sending reminders, content, or guidance based on behavior and questions
• Integrates with your CRM: Tailors conversations to individual students—so when the high school star quarterback asks about athletics, the AI highlights your championship-winning football program, game day tailgates, and the community pride behind your team

Instead of static chatbots, we’re now seeing dynamic AI tools that act more like student concierges—offering not just answers, but direction.

A Force Multiplier for Admissions and Marketing

Admissions offices are under pressure to do more with less. Fewer staff. Fewer visits. More scrutiny. AI offers an opportunity to scale your outreach without sacrificing personalization.

• Increase inquiries and applications by giving students instant answers—24-7.
• Identify trends in student interest, allowing marketing teams to adjust messaging in real time.
• Reduce call volume to overburdened admissions teams.
• Improve equity by ensuring consistent access to information, no matter when or where a student asks.

It’s not about replacing staff—it’s about freeing them up to do what they do best: build relationships.

What This Means for the Future of Recruitment

The most competitive institutions tomorrow won’t just have the best programs. They’ll have the best experiences. AI allows schools to create friction less, student-first journeys that meet modern expectations. The future of enrollment isn’t just digital—it’s intelligent.

As we look ahead, colleges that integrate AI thoughtfully into their recruitment strategies will stand out not just for what they offer, but for how they make students feel seen and supported from the very first interaction.

The digital landscape is evolving, and AI-powered LLMs, like Gemini and ChatGPT are changing how people find information. Being visible online goes far beyond just showing up in Google search. Search engine optimization (SEO) and search engine marketing (SEM) are two common digital marketing strategies, and while both help your business show on search engines, there are a number of differences between the two.The digital landscape is evolving, and AI-powered LLMs, like Gemini and ChatGPT are changing how people find information. Being visible online goes far beyond just showing up in Google search. Search engine optimization (SEO) and search engine marketing (SEM) are two common digital marketing strategies, and while both help your business show on search engines, there are a number of differences between the two.

What is SEO+?

SEO+ is the next level in Search Engine Optimization, using AI Optimized strategies that help improve your online presence through strategic content creation, keyword optimization, directory listings, and more to help your website show in organic search results. These updates make your website more appealing to both search engines and searchers, helping to build your web presence and drive local traffic, while creating long-term authority in organic search results. This, in turn, continues to positively impact your business over time.

What is SEM/PCC?

Search marketing can go by a lot of different names, like paid search advertising, pay-per-click (PPC), and search engine marketing (SEM). But all of these names are describing a way for your business to show as a paid result on search engine results pages (SERPs) by creating ads on platforms like Google and Bing and bidding on specific keywords. SEM drives calls and leads from locally-targeted prospects and generates an immediate response from paid search results. Unlike SEO, you can start seeing immediate results from SEM, but there are no additional impacts to your business after you stop paying for ads.

SEM+SEO = Marketing Magic

Combining the long-term power of SEO+ with the instant visibility of SEM creates a marketing strategy that drives both sustained growth and immediate results. While SEO+ works behind the scenes to build your website’s authority, improve rankings, and enhance user experience through AI-driven content and technical optimization, SEM ensures your business shows up at the top of search results right when your audience is actively searching. This dual presence—organic and paid—not only increases your visibility but also boosts credibility and click-through rates. In fact, businesses that integrate SEO+ and SEM strategies see an average of 25% more clicks and stronger lead generation, making it a powerful, performance-driven approach to digital marketing.

master video ads in 2025

At Central States Marketing, we work to keep a clear outlook on how consumers are viewing video content as the year 2025 continues to take off. The number of choices for streaming and video placement can continue to be overwhelming when deciding where the best audiences are for your digital marketing efforts.

Sprout Social, a social media management platform, recently shared insights on streaming and video placement.

When considering the different types of videos, it’s essential to understand whether your marketing plan requires short—or long-form video content.

Short-form videos typically last less than 60 seconds and are better for engagement. However, if your company is focused on more detailed and informative content, you may want to consider long-form videos.

On average, people watch at least 16 seconds of a video in under 1 minute, that is 27% of the overall video. Compare that to a 60-minute video, which would get an average watch time of 16 minutes. The choice between the two is dependent on your planning strategies.

Short-form video will continue to be a strong tactic in 2025, with 30% of brands using it for their marketing. 44% of people say they prefer watching a short product or explainer video rather than a longer one.

youtube – streaming video & ‘shorts’

YouTube could be considered the first hub for viral video content. The platform helps harness the power of video and is the world’s second-largest search engine.

For many businesses, YouTube is an ideal platform for digital advertising because many people search for entertaining content daily. 40.9% of YouTube watch time is done on mobile devices.

Ideally, YouTube ads are between 15-30 seconds.

In 2020, YouTube introduced ‘Shorts’. It is a short-form section of the platform. YouTube Shorts focus on vertical videos that are less than 180 seconds and offer features for user interaction.

meta – stories & reels

By the end of 2024, 50% of the time spent on Facebook is used to view video content. Vertical videos that feature audio have a 35% higher click-through rate (CTR).

Meta video ads can range from 1-120 seconds. The most successful video ads range between 5-30 seconds on the platform.

Instagram and Facebook are both platforms under the Meta umbrella. When an ad is placed on Meta Ads Manager, it will optimize between these platforms unless manually set to do otherwise. Out of both platforms, Instagram is well-known for their Reels and Stories.

Reels is a section of the Instagram platform where viewers can swipe up and down to view short-form vertical view content. This is one of the most popular user functions for the app. Like TikTok, media consumers will scroll through organic content and be exposed to advertising consistently. Reels have a 22% higher chance of engaging users on Instagram compared to a standard video post.

Instagram Stories can be both images and videos. They are profile bubbles at the top of the home screen where users will click to view daily content from friends and people that they choose to follow. When tapping through Instagram Stories, an ad will be shown every 2-3 organic views.

tiktok – ‘for you page’ (fyp)

TikTok is purely made for video content. It’s one of the most popular social media platforms in the world. Despite the 14-hour ban in the United States in mid-January, the platform returned to active with an extension on the ban to give the parent company the opportunity to share the venture with a new, American business.

The engagement on TikTok is excellent for local businesses, ecommerce, and higher education to name a few. The largest audience group is Gen Z – being those between the ages of 18 to 24.

On average, 63% of TikTok videos that highlight a company’s key message in the first 3 seconds get a higher click-through rate. Users can discover new content by scrolling through what is known as a ‘For You Page’ or FYP. This is what makes TikTok customizable. They offer new content to users, if they view or interact with the video, that platform continues to learn about their unique interests.

On average, ads are shown on the FYP between 2-4 organic content swipes. TikTok video ads can be 5-60 seconds in length. Although, TikTok recommends 9-15 seconds to grab the attention of the viewer quickly.

snapchat – stories & spotlight

Snapchat is a place where both static image and video ads can have a place to thrive. The average Snapchat user spends over 30 minutes on Snapchat every day and opens the app more than 30 times.

On this platform, ads can be shown to users who are scrolling through stories, which are posts made by their friend connections. Another section of Snapchat is known as ‘Spotlight’ where short-form vertical content is quick to view and easy to thumb through.

64% of all ads on Snapchat are viewed with sound on. The addition of sound on both static images and videos is valuable to how the viewer received the ad. The platform recommends having the company name or key message shared within the first 2 seconds of a video to increase the chances of conversion.

Snapchat video ads can be 3-180 seconds long. It’s recommended to keep Snapchat Story ads between 5-15 seconds.

Influencer Marketing has been a buzzword for a while now, but what exactly is it all about?

This marketing strategy uses content creators to increase brand awareness, increase traffic, and market a company’s products or services. By combining the power of social media with the time-tested longevity of word-of-mouth marketing, influencer marketing is a hybrid of old and new marketing tools.

The campaigns are collaborations between brands/companies and influencers. Endorsements and product mentions from influencers are commonly utilized.

Let’s take a step back – what is an influencer?

An influencer is someone who has:

– the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience
– a following in a distinct niche, with whom he or she actively engages. The size of the following depends on the size of his/her topic of the niche.

Influencers can be anyone, anywhere.

They’re influential because of their followings on social media and the web. There are influential people within every industry – you just have to find them. Some may have followings in the hundreds of thousands or millions. Some may have 10,000 followers or less. But the key is that they have developed a reputation for being experts in their field, and have a dedicated fanbase.

Social media is growing

Social media is growing – an estimated 4.9 billion people use social media globally as of 2023, and that number is expected to climb to 5.86 billion by 2027. Influencer marketing had a projected growth of 29% in 2023. It’s about demonstrating authority, credibility and thought leadership within your industry – it’s a slow-and-steady approach as opposed to a quick-results tactic. Influencers have spent time building their own brand and audience, so they’re naturally protective of their reputation.

Social media and influencer marketing is a direct line to Gen Z, a generation of diverse, socially conscious, and online-savvy consumers. A recent survey showed that 38% of Gen Z-ers spend more than 4 hours a day on social media apps.