Description
As college search behavior shifts under the weight of AI, generative search, and growing skepticism about traditional signals, one question keeps surfacing for higher ed leaders. Do rankings still matter? In this conversation, Nate Mouttet of U.S. News and World Report unpacks the evolution of college rankings, the methodology behind them, and why they continue to function as a powerful trust signal for students, parents, and institutions. From data journalism roots to today’s AI-informed discovery environment, this episode connects rankings, visibility, and strategy in ways enrollment and marketing leaders cannot afford to ignore.
🎧 What We Cover in This Episode
How U.S. News college rankings were created and why they still shape decision-making
What has changed in ranking methodology, including social mobility, outcomes, and test optional data
Why trusted third-party platforms matter more in an AI and GEO landscape
How institutions can use U.S. News profiles to amplify visibility and credibility
The intersection of rankings, SEO, GEO, and AI-driven college search behavior
🎙️ Episode Highlights
02:39 – The origins of U.S. News rankings and the role of data journalism
06:35 – Methodology shifts, graduation rates, social mobility, and outcomes
09:27 – Why rankings remain a trusted signal for families and students
10:49 – How U.S. News helps institutions gain visibility beyond the rankings list
18:45 – U.S. News as a traffic driver and third-party credibility engine
21:37 – What student research behavior reveals about AI and college search
25:37 – The opportunities and risks AI creates for higher ed marketers
30:23 – Practical advice for aligning rankings, visibility, and AI today
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