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After a five-year pause, the Trump administration is bringing back financial penalties for the many millions of borrowers who are too far behind on their student loan payments. It’s led to confusion and financial uncertainty.
At least 5 million people are in default, meaning they have failed to make payments on their loans for at least nine months — and millions more are projected to join them in the coming months.
The Hechinger Report spoke to student loan experts about what to expect and how to prepare, as well as about a separate effort in Congress to adjust how student loans work.
The Biden administration restarted loan repayments in October 2023. That came without any consequences, however, for about a year. But interest, which had also been frozen since the start of the pandemic, has been piling up for some borrowers since the fall of 2023.
All told, about 43 million federal student loan borrowers owe a total of $1.6 trillion in debt. Starting May 5, those in default face having tax refunds withheld and wages garnished if they don’t start making regular payments.
A college degree can be a path to long-term financial security, but the process of repaying loans can lead to financial hardship for many borrowers. About half of all students with a bachelor’s degree graduate with debt, which averages more than $29,000. And although average debt tends to be lower for graduates of public universities (about $20,000), close to half of people who attend those schools still leave with debt.
Related: Interested in more news about colleges and universities? Subscribe to our free biweekly higher education newsletter.
The student loan landscape is likely to change in some way over in the coming months: The Trump administration is expected to push the limits on aggressive collection practices, while Republicans in Congress are determined to adjust repayment options. Here’s what we know about what the Trump administration’s actions mean for student borrowers.
Once you’ve failed to make a loan payment in 270 days, you will probably enter into default. That means, as of May 5, the government can take your federal tax refund and apply it to your debt. Starting in June, the government can also withhold up to 15 percent of any money you receive from Social Security, including disability payments. And later this summer, officials said, they will start the process of taking a cut ofyour paycheck, although borrowers have the right to appeal. Going into default can also harm your credit score, which can make it harder to rent an apartment or borrow money for other reasons, like buying a car.
Can I go back to school to avoid repaying my loans?
Some influencers on social media have recommended enrolling in school as a way to delay making payments. It’s true that most loans are deferred while you’re in school, meaning you wouldn’t have to pay while you’re taking classes, but you may also add to what you already owe if you spend more time in college. Unless you’re confident a new certificate or degree will boost your income, delaying repayment and increasing what you owe could make paying off your loans even more difficult.
I can’t afford to repay my loan. What should I do?
There are other options. One type links your monthly payments to what you earn. These income-based repayment plans can shrink your monthly loan bill. There is also a graduated repayment plan that can lower your payments initially, after which they increase every two years. A third option is an extended repayment plan, which lowers your monthly payments but adds months or years to the time it will take to pay off your loans. The government’s Loan Simulator is one way to find options available to you.
Where can I go if I need help?
The Education Department’s Default Resolution Group can help provide advice for borrowers who are already in default. The Federal Student Aid call center is set up to answer questions. Borrowers can also reach out to their loan servicers for guidance.
What’s the difference between loan deferment, loan forbearance and default?
Loan deferment: The Education Department may grant a loan deferment for several reasons, including when a borrower is experiencing an extreme economic hardship or is unemployed. That means the borrower can temporarily stop paying off the loan without any financial penalties; in the case of subsidized undergraduate loans, interest doesn’t keep accruing during that time.
Forbearance: A loan forbearance also allows a borrower to stop payments, or make smaller ones, without any penalties. However, interest usually keeps building on all loans during that time.
Default: If a borrower is in default, it means they have failed to make payments for at least 270 days without permission. That’s when the government can begin to garnish tax refunds, Social Security benefits and wages, and a borrower’s credit score will drop.
I’ve heard income-driven repayment plans are in trouble. Is that true?
There are several types of income-driven repayment plans, which are meant to keep payments affordable. The Biden administration’s Saving for a Valuable Education (SAVE) plan is on hold because of legal challenges from Republican-led states. That plan previously offered eligible borrowers a repayment plan with lower monthly payments and a quicker path to loan forgiveness than other previously available options. But borrowers can still enroll in the Pay As You Earn (PAYE) plan and other income-based repayment options, in which payments are capped at 10 percent of a borrower’s income, or the Income-Contingent Repayment Plan, which requires payments of up to 20 percent of income and allows full repayment more quickly. Congressional Republicans hope to eliminate several of these plans in favor of just one income-based repayment plan, but it’s unclear if that bill will pass the Senate.
What’s happening with the court cases challenging the SAVE program?
Courts have effectively paused the SAVE plan. The 8 million borrowers who are enrolled don’t have to make payments, and interest will not be added while the court decides the case. With those payments paused, borrowers in this group who are intending to seek loan forgiveness for working in public service are also not making progress toward that goal. If Congress eliminates the SAVE program or the courts officially kill it, those borrowers would need to enroll in a different repayment plan.
Does Public Service Loan Forgiveness (PSLF) still exist?
Yes, the Public Service Loan Forgiveness program is still available. Borrowers should still be eligible if they are in an income-driven repayment plan and make regular payments for 10 years. They must work for the federal, state or local government — teachers and firefighters are eligible, for example — or for qualifying nonprofit organizations, such as some health care clinics or foster care agencies. The goal of PSLF is to encourage graduates to pursue careers that may pay less than jobs with private companies but which benefit their communities or the country as a whole.
The Trump administration issued an executive order in March aimed at limiting which organizations’ jobs could qualify for PSLF — for instance, a nonprofit could be excluded if the government decides it is “supporting terrorism,” engaging in civil disobedience or aiding undocumented immigrants in violation of federal law. So far, it’s unclear what the effect will be.
What other changes might be in store for student loans?
As part of the federal budget process, congressional Republicans have proposed a slew of changes to student loans that some policymakers worry will make borrowing more expensive for students — especially those in graduate programs.
The proposals include changes to:
Subsidized loans: Congressional Republicans want to get rid of subsidized loans for undergraduates, which would mean interest would accrue while a student was in college. They also want to cap total undergraduate borrowing at $50,000.
Grad Plus: They also want to end the Grad Plus program, which allows students to borrow money to cover the cost of graduate school. Student advocates worry that this would push more students into the private student loan market, which has fewer protections for borrowers.
Income-driven repayment: One proposal would simplify income-driven repayment into one option and prevent interest from causing student debt to balloon for students in income-driven repayment plans.
The proposed changes are included in the federal budget bill and may undergo many revisions as Congress figures out its spending priorities for the year.
This story about student loan repayment was produced by The Hechinger Report, a nonprofit, independent news organization focused on inequality and innovation in education. Sign up for the Hechinger newsletter.
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
Of the more than 1,000 National Science Foundation grants killed last month by Elon Musk’s Department of Government Efficiency, some 40 percent were inside its education division. These grants to further STEM education research accounted for a little more than half of the $616 million NSF committed for projects canceled by DOGE, according to Dan Garisto, a freelance journalist reporting for Nature, a peer-reviewed scientific journal that also covers science news.
The STEM education division gives grants to researchers at universities and other organizations who study how to improve the teaching of math and science, with the goal of expanding the number of future scientists who will fuel the U.S. economy. Many of the studies are focused on boosting the participation of women or Black and Hispanic students. The division had a roughly $1.2 billion budget out of NSF’s total annual budget of $9 billion.
Related: Our free weekly newsletter alerts you to what research says about schools and classrooms.
Neither the NSF nor the Trump administration has provided a list of the canceled grants. Garisto told me that he obtained a list from an informal group of NSF employees who cobbled it together themselves. That list was subsequently posted on Grant Watch, a new project to track the Trump administration’s termination of grants at scientific research agencies. Garisto has been working with outside researchers at Grant Watch and elsewhere to document the research dollars that are affected and analyze the list for patterns.
“For NSF, we see that the STEM education directorate has been absolutely pummeled,” Noam Ross, a computational disease ecologist and one of the Grant Watch researchers, posted on Bluesky.
Terminated grants fall heavily upon STEM Education
Graphic by Dan Garisto, a freelance journalist working for Nature
Many, but not all, of the canceled research projects at NSF were also in a database of 3,400 research grants compiled by Sen. Ted Cruz, a Texas Republican. Cruz characterized them as “questionable projects that promoted Diversity, Equity, and Inclusion (DEI) or advanced neo-Marxist class warfare propaganda.”
Ross at Grant Watch analyzed the titles and abstracts or summaries of the terminated projects and discovered that “Black” was the most frequent word among them. Other common words were “climate,” “student,” “network,” “justice,” “identity,” “teacher,” and “undergraduate.”
Frequent words in the titles and summaries of terminated NSF research projects
Word cloud of the most frequent terms from the titles and abstracts of terminated grants, with word size proportional to frequency. Purple is the most frequent, followed by orange and green. Source: Noam Ross, Grant Watch
At least two of the terminated research studies focused on improving artificial intelligence education, which President Donald Trump promised to promote in an April 23 executive order,“Advancing Artificial Intelligence Education for American Youth.”
“There is something especially offensive about this EO from April 23 about the need for AI education… Given the termination of my grant on exactly this topic on April 26,” said Danaé Metaxa in a post on Bluesky that has since been deleted. Metaxa, an assistant professor of computer and information science at the University of Pennsylvania, was developing a curriculum on how to teach AI digital literacy skills by having students build and audit generative AI models.
Another canceled grant involved college students creating educational content about AI for social media to see if that content would improve AI literacy and the ability to detect misinformation. The lead researcher, Casey Fiesler, an associate professor of information science at the University of Colorado Boulder, was almost midway through her two-year grant of less than $270,000. “There is not a DEI aspect of this work,” said Fiesler. “My best guess is that the reason it was flagged was the word ‘misinformation.’”
Confusion surrounded the cuts. Bob Russell, a former NSF project officer who retired in 2024, said some NSF project officers were initially unaware that the grants they oversee had been canceled. Instead, university officials who oversee research were told, and those officials notified researchers at their institutions. Researchers then contacted their project officers. One researcher told me that the termination notice states that researchers may not appeal the decision, an administrative process that is ordinarily available to researchers who feel that NSF has made an unfair or incorrect decision.
Some of the affected researchers were attending the annual meeting of the American Educational Research Association in Denver on April 26 when more than 600 grants were cut. Some scholars found out by text that their studies had been terminated. Normally festive evening receptions were grim. “It was like a wake,” said one researcher.
The Trump administration wants to slash NSF’s budget and headcount in half, according to Russell. Many researchers expect more cuts ahead.
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
Oklahoma wants some of its less-expensive universities to cut travel and operational costs, consolidate departments and reduce energy use — all in the name of saving money.
Already, earning a degree at one of these regional institutions is relatively inexpensive for students, costing in total as much as $15,000 less per year than bigger state universities in Oklahoma. And the schools, including Southeastern Oklahoma State University and the University of Central Oklahoma, graduate more teachers and nurses than those research institutions. Those graduates can fill critically needed roles for the state.
Still, state policymakers think there are more efficiencies to be found.
Higher education is one of the specific areas targeted by a new state-run agency with a familiar name, with the goal of “protecting our Oklahoma way of life,” Republican Gov. Kevin Stitt said in the first DOGE-OK report this spring. The Oklahoma Division of Government Efficiency, created around the same time as the federal entity with a similar title, counts among its accomplishments so far shifting to automated lawn mowers to cut grass at the state capital, changing to energy-efficient LED lighting and cutting down on state government cell phone bills. The Oklahoma governor’s office did not respond to a request for comment about this effort.
Oklahoma is one of about a dozen states that has considered an approach similar to the federal DOGE, though some state attempts were launched before the Trump administration’s. The federal Department of Government Efficiency, established the day Trump took office on Jan. 20, has commanded deep cuts to federal spending and the federal workforce, with limited justification.
As academia becomes a piñata for President Donald Trump and his supporters, Republican state lawmakers and governors are assembling in line: They want to get their whacks in too.
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Beyond Oklahoma, Florida Gov. Ron DeSantis launched FL DOGE in February, with a promise to review state university and college operations and spending. Republicans in the Ohio statehouse formed an Ohio DOGE caucus. One of the Iowa DOGE Task Force’s three main goals is “further refining workforce and job training programs,” some of which are run through community colleges, and its members include at least two people who work at state universities.
The current political environment represents “an unprecedented attack on higher education,” said Veena Dubal, a law professor at the University of California, Irvine, and general counsel for the American Association of University Professors.
The state-level scrutiny comes atop those federal job cuts, which include layoffs of workers who interact with colleges, interdepartmental spending cuts that affect higher education and the shrinking of contracts that support research and special programs at colleges and universities. Other research grants have been canceled outright. The White House is pursuing these spending cuts at the same time as it is using colleges’ diversity efforts, their handling of antisemitism and their policies about transgender athletes to force a host of changes that go beyond cost-cutting — such as rules about how students protest and whether individual university departments require more supervision.
Florida Atlantic University students Zayla Robinson, Aadyn Hoots and Meadow Swantic (from left to right) sit together at the Boca Raton campus. Swantic objects to Florida’s efforts to dictate what subjects universities can or can’t teach: “You can’t erase history.” Credit: Michael Vasquez for The Hechinger Report
Higher education, which relies heavily on both state dollars and federal funding in the form of student loans and Pell grants, research grants and workforce training programs, faces the prospect of continued, and painful, budget cuts.
“Institutions are doing things under the threat of extinction,” Dubal said. “They’re not making measured decisions about what’s best for the institution, or best for the public good.”
For instance, the Trump administration extracted a number of pledges from Columbia University as part of its antisemitism charge, suspending $400 million in federal grants and contracts as leverage. This led campus faculty and labor unions to sue, citing an assault on academic freedom. (The Hechinger Report is in an independent unit of Teachers College.) Now Harvard faces a review of $9 billion in federal funding, also over antisemitism allegations, and the list of universities under similar scrutiny is only growing.
Budget cuts are nothing new for higher education — when a recession hits, it is one of the first places state lawmakers look to cut, in blue states or red. One reason: Public universities can sometimes make up the difference with tuition increases.
What DOGE brings, in Washington and statehouses, is something new. The DOGE approach is engaging in aggressive cost-cutting that specifically targets certain programs that some politicians don’t like, said Jeff Selingo, a special adviser to the president at Arizona State University.
“It’s definitely more political than it is fiscal or policy-oriented,” said Selingo, who is also the author of several books on higher education.
“Universities haven’t done what certain politicians wanted them to do,” he added. “This is a way to control them, in a way.”
The current pressure on Florida colleges extends far beyond budget matters. DeSantis has criticized college campuses as “intellectually repressive environments.” In 2021, Florida state lawmakers passed a law, signed by the governor, to fight this perceived ideological bent by requiring a survey of public university professors and students to assess whether there is enough intellectual diversity on campus.
A diversity-themed bus transports students at the University of Central Florida’s Orlando campus. Credit: Michael Vasquez for The Hechinger Report
At New College in Sarasota, DeSantis led an aggressive cultural overhaul to transform the college’s atmosphere and identity into something more politically conservative. The governor has cited Hillsdale College, a conservative private Christian institution in Michigan, as a role model.
Faculty and students at New College sued. Their complaints included allegations of academic censorship and a hostile environment for LGBTQ+ students, many of whom transferred elsewhere. One lawsuit was ultimately dropped. Since the takeover, the college added athletics programs and said it has attracted a record number of new and transfer students.
Across America, Republicans control both the legislature and the governor’s mansion in 23 states, compared with 15 states fully controlled by Democrats. In those GOP-run states, creating a mini-DOGE carries the potential for increased political might, with little oversight.
In Florida, “state DOGE serves as an intimidation device,” one high-ranking public university administrator told The Hechinger Report. The administrator, who asked not to be named for fear of retribution, said “there’s also just this atmosphere of fear.”
In late March, university presidents received a letter signed by the “DOGE Team” at the governor’s office. The letter promised a thorough review by FL DOGE officials, with site visits and the expectation that each college appoint a designated liaison to handle FL DOGE’s ongoing requests.
The letter highlighted some of the items FL DOGE might request going forward, including course codes, descriptions and syllabi; full detail of all centers established on campus; and “the closure and dissolution of DEI programs and activities, as required by law.”
The student union at Florida Atlantic University in Boca Raton. Florida Gov. Ron DeSantis, a Republican, launched FL DOGE in February, promising to review state university and college operations and spending. Credit: Michael Vasquez for The Hechinger Report
The state did not respond to a question about whether FL DOGE is designed to attack higher education in the state. Molly Best, the deputy press secretary, noted that FL DOGE is now up and running, and cities and counties are also receiving letters requesting certain information and that the public will be updated in the future.
DOGE in Florida also follows other intervention in higher education in the state: Florida’s appointed Board of Governors, most of whom are chosen by the governor, removed dozens of courses from state universities’ core curriculum to comply with the Stop WOKE Act, a state law that took effect in 2022. The law, which DeSantis heavily promoted, discourages the teaching of concepts such as systemic racism or sexism. The courses removed from Florida’s 12 state universities were primarily sociology, anthropology and history courses.
“You can’t erase history,” said Meadow Swantic, a criminal justice major at Florida Atlantic University, a public institution, in an interview at its Boca Raton campus. “There’s certain things that are built on white supremacy, and it’s a problem.”
Fellow Florida Atlantic student Kayla Collins, however, said she has noticed some professors’ liberal bias during class discussions.
“I myself have witnessed it in my history class,” said Collins, who identifies as Republican. “It was a great history class, but I would say there were a lot of political things brought up, when it wasn’t a government class or a political science class.”
At the University of Central Florida in Orlando, political science major Liliana Hogan said she had a different experience of her professors’ political leanings.
“You hear ‘people go to university to get woke’ or whatever, but actually, as a poli-sci student, a lot of my professors are more right-wing than you would believe,” Hogan said. “I get more right-leaning perspectives from my teachers than I would have expected.” Hogan said.
Another UCF student, Johanna Abrams, objected to university budget cuts being ordered by the state government. Abrams said she understands that tax dollars are limited, but she believes college leaders should be trusted with making the budget decisions that best serve the student body.
“The government’s job should be providing the funding for education, but not determining what is worthy of being taught,” Abrams said.
Whatever their missions and attempts at mimicry, state-level DOGE entities are not necessarily identical to the federal version.
For instance, in Kansas, the Committee on Government Efficiency, while inspired by DOGE, is in search of ideas from state residents about ways to make the state bureaucracy run better rather than imposing its own changes. A Missouri Senate portal inspired by the federal DOGE works in a similar way. Yet the federal namesake isn’t taking suggestions from the masses to inform its work.
And at the federal level, then-DOGE chief Elon Musk in February emailed workers, asking them to respond “to understand what they got done last week,” he posted on X. “Failure to respond will be taken as a resignation.” Employees were asked to reply with a list of five accomplishments.
The Ohio DOGE Caucus noted explicitly it won’t be doing anything like that.
“We’re not going to be emailing any state employees asking them to give us five things they worked on throughout the week,” Ohio state Rep. Tex Fischer, a Republican, told a local radio station. “We’re really just trying to get like-minded people into a room to talk about making sure that government is spending our money wisely and focusing on its core functions that we all agree with.”
Contact editor Nirvi Shah at 212-678-3445, securely on Signal at NirviShah.14 or via email at shah@hechingerreport.org.
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
DRESDEN, Tenn. — In early February, seventh grade math teacher Jamie Gallimore tried something new: She watched herself teach class. The idea had come from Ed Baker, district math coach at Tennessee’s Weakley County Schools. Baker set up an iPad on a cabinet in Gallimore’s classroom at Martin Middle School and hit record.
Gallimore watched the videos twice, and she and Baker ran through them together. They dissected the questions she asked during the lesson, looked at how much time she took to work through problems and analyzed how she’d moved around the room. As a veteran teacher, she did a lot right — but the meeting with Baker also made her change a few things.
Instead of throwing out questions to the whole class, now Gallimore more often calls on individuals. When a student answers, she might turn to the other side of the room and ask, “What did they just say?” The tactics, she said, have helped keep her students engaged.
Coaching is one strategy Weakley administrators and teachers credit with boosting middle school math scores after they crashed during the pandemic. Weakley’s third through eighth graders are more than half a grade ahead of where they were at the same time in 2022 and about a third of a grade ahead of 2019, according to a national study of academic recovery released in February. In three of the district’s four middle schools, the percentage of students meeting grade-level expectations on Tennessee’s standardized math test, including among economically disadvantaged students, rose in 2024 above pre-pandemic levels.
Teacher Jamie Gallimore uses a few new tactics in her seventh grade math classroom at Martin Middle School after working with district math coach Ed Baker. Credit: Andrea Morales for The Hechinger Report
Amid a grim landscape nationwide for middle school math, Tennessee fared better than most states. In two districts in the state that bucked the national trend — Weakley and the Putnam County School District — educators point to instructional coaches, a dramatic increase in class time devoted to math and teachers systematically using student performance data to inform their teaching and push students to improve.
How students do in middle school can predict how they do in life. Higher achievement in eighth grade math is associated with a higher income, more education later and with declines in teen motherhood and incarceration and arrest rates, a 2022 study by Harvard’s Center for Education Policy Research found. In addition, middle school grades and attendance are the best indicators of how a student will do in high school and whether they’re ready for college at the end of high school, a 2014 study found.
Nationally, the news coming in shows trouble ahead: In January, for example, the National Assessment of Educational Progress, known as the Nation’s Report Card, showed that average eighth grade scores in 2024 were below those of 2019 and didn’t budge from 2022, when scores were the lowest in more than 20 years. Worse, the gaps between high and low achievers widened.
Tennessee, though, was one of five jurisdictions where the percentage of eighth graders scoring proficient in math — meaning they were able to handle challenging tasks like calculating square roots, areas and volumes — increased from 2022 to 2024. That reflects a longer-term trend: Since 2011, Tennessee has climbed from the 45th-ranked state to the 19th for average eighth grade math scores.
But researchers have struggled to determine which interventions were most effective in helping students recover. A June 2024 study that looked at different strategies came to no conclusion because the strategies weren’t comparable across districts, said Dan Goldhaber of the nonprofit American Institutes for Research. In March, the Trump administration eliminated nearly all staff at the Department of Education unit that runs the Nation’s Report Card, which educators and researchers worry could make it even harder to compare how students in different states and districts perform and draw lessons about what works.
In the absence of systematic research, attention has turned to states like Tennessee and districts like Weakley and Putnam where kids have climbed out of an academic hole. At Martin Middle School, the percentage of students meeting grade level expectations on the state math exam cratered during the pandemic, falling from 40 percent in 2019 to 24 percent in 2022. But in 2024 that number jumped to 43 percent.
Weakley County sits in the state’s northwest corner, its flat farmland populated with small towns of mostly modest ranch homes. The county is poorer than most in the country, with a median household income under $50,000.
When the first federal Covid relief money arrived in early 2020, the district had to choose what to prioritize. Weakley focused on hiring staff who could help kids recover lost learning — instructional coaches for each school to focus on teaching strategies, plus subject-area coaches like Baker, whose role the district created in 2021. “Bottom line, we decided people over things,” said school system Director Jeff Cupples.
Research indicates that coaching can make a big difference in student outcomes. A 2018 study summarizing the results of 60 prior studies found that coaching accelerated student learning by the equivalent of four to six months, according to Brown University associate professor Matthew Kraft, who led the research team. In a survey of Tennessee school districts last year, 80 of 118 that responded said they employ math coaches.
Two Tennessee school districts credit the systematic use of student achievement data for helping their middle schoolers rebound from the pandemic-era slide in middle-school math scores. Credit: Andrea Morales for The Hechinger Report
In 2022, Martin Middle made another big change, nearly doubling the time kids spend in math class. In place of a single 50-minute class are two 45-minute periods that the school calls “core” and “encore,” with the encore session meant to solidify what students get in the first.
On an overcast March day, Becky Mullins, a longtime math and science teacher who’s also assistant principal, helped sixth graders in her encore class calculate area and volume. On a screen at the front of the classroom, she pulled up problems many of them had trouble with in their core class taught by math teacher Drew Love. One asked them to calculate how many cubes of a certain volume would fit inside a larger prism. “What strategy have you learned from Mr. Love on how to solve this problem?” she asked.
When a student in the back named Charlie raised his hand and said he was stuck, Mullins pulled up a chair beside him. They worked through the procedure together, and after a few minutes he solved it. Mullins said helping students individually in class works far better than assigning them homework. “You don’t know what they’re dealing with at home,” she said.
Martin Middle seventh grader Emma Rhodes, 12, said individual help in her sixth grade encore class last year helped her through fractions. Her encore teacher was “very hands on,” said Rhodes. “It helps me most when teachers are one on one.”
Yet studies of double-dose math show mixed results. One in 2013 found a double block of algebra substantially improved the math performance of ninth graders. Another a year later concluded that struggling sixth graders who received a double block of math had higher test scores in the short term but that those gains mostly disappeared when they returned to a single block.
The share of Martin Middle School students meeting grade level expectations on the state math exam was higher in 2024 than before the pandemic. Credit: Andrea Morales for The Hechinger Report
Weakley and Putnam County staff also credit the systematic use of student achievement data for helping their middle schoolers rebound. Tennessee was a pioneer in the use of academic data in the early 1990s, devising a system that compiles fine-grained details on individual student achievement and growth based on state test results. Both Weakley and Putnam teachers use that data to pinpoint which skills they need to review with which students and to keep kids motivated.
A four-hour drive east of Weakley in Putnam County on a day in early March, seventh grade math teacher Brooke Nunn was reviewing problems students had struggled with. Taped to the wall of her classroom was a printout of her students’ scores on each section of a recent test in preparation for the Tennessee state exam in April. One portion of that exam requires students to work without calculators. “This non-calculator portion killed them, so they’re doing it again,” Nunn said of the exercises they’re working on — adding and subtracting negatives and positives, decimals and fractions.
The data on her wall drove the lesson and the choice of which students to have in the room at Prescott South Middle School, where she teaches. Starting about 10 years ago, the district began requiring 90 minutes of math a day, split into two parts. In the second half, teachers pull out students in groups for instruction on specific skills based on where the data shows they need help.
Teachers also share this data with students. In a classroom down the hall, after a review lesson, fellow seventh grade math teacher Sierra Smith has students fill out a colorful graphic showing which questions they got and which they missed on their most recent review ahead of the state test. Since Covid, apathy has been a challenge, district math coach Jessica Childers said. But having kids track their own data has helped. “Kids want to perform,” she said, and many thrive on trying to best their past performance.
The district is laser focused on the state tests. It created Childers’ math coach role in 2019 with district funds and later other instructional coach jobs using federal pandemic relief money. Much of Childers’ job revolves around helping teachers closely align their instruction with the state middle school math standards, she said. “I know that sounds like teaching to the test, but the test tests the standards,” said Childers.
Something in what the district is doing is working. It’s not well off: The share of its families in poverty is 4 percent higher than the national average. But at all six district middle schools, the percentage of students meeting expectations on the state math exam was higher in 2024 than in 2019, and at all six the percentage was above the state average.
Goldhaber, the AIR researcher, speculated that the focus on testing might help explain the rebound in Tennessee. “States have very different orientations around standards, accountability and the degree to which we ought to be focused on test scores,” he said. “I do believe test scores matter.”
The share of Martin Middle School students meeting grade level expectations on the state math exam was higher in 2024 than before the pandemic. Credit: Andrea Morales for The Hechinger Report
If Trump administration layoffs hamstring the ability to compare performance across states, successful strategies like those in the two districts might not spread. Weakley and Putnam have taken steps to ensure the practices they’ve introduced persist regardless of what happens at the federal level. Most of the federal Covid relief dollars that paid for academic coaches in both districts stopped flowing in January, but both have rolled money for coaches into their budgets. They also say double blocks of math will continue.
Cupples, the Weakley superintendent, worries about the effect of any additional federal cuts — without federal funds, the district would lose 90 positions and 10 percent of its budget. It would be “chaos, doom, despair,” he said, laughing. “But one thing I’ve learned about educators — as one myself and working with them — we overcome daily,” he said.
“It’s just what we do.”
Contact editor Caroline Preston at 212-870-8965, via Signal at CarolineP.83 or on email at preston@hechingerreport.org.
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
Is your institution’s marketing truly reaching today’s students, or are you shouting into the void? Higher education marketing is undergoing a seismic shift. With rapid changes in student behavior, the rise of AI and mounting constraints on institutional funding, marketing leaders can no longer rely on yesterday’s strategies to meet today’s challenges. Student expectations have evolved. Budgets are tightening. And yet, many institutions are still using outdated strategies that fail to resonate with the Modern Learner.
To stay competitive, institutions must embrace the new era of higher education marketing—an era defined by personalized engagement, brand-building and data-driven decision-making. In a world where marketing dollars work must work harder than ever, rethinking your strategy is no longer optional. It is essential to long-term success.
Students no longer passively wait for information. They actively seek it across multiple channels, from social platforms to AI-powered search tools. Their behaviors are more self-directed than they were even a decade ago, and the expectations they bring to the table are shaped by instant access, transparency and digital convenience. Modern Learners want institutions that reflect their values and aspirations. As a result, branding plays an even more critical role in decision-making than ever before. Trust, authenticity, and alignment with personal identity all contribute to conversion. Meanwhile AI is accelerating these shifts by analyzing behavior in real time and delivering tailored experiences at scale.
These changes are not on the horizon—they are already here. Institutions that fail to adapt risk being left behind.
This evolution is shaping the standard of higher education marketing, and redefining what it takes to attract and engage Modern Learners. Today’s students are not yesterday’s prospects. They are savvy, value-driven and self-directed. Marketing strategies must evolve to meet them where they are—not where they used to be.
At EducationDynamics, we are not here to maintain the status quo; we are here to challenge it. We rethink, rebuild and drive your institution into a future where growth isn’t just a goal—it’s a guarantee. With solutions designed to empower, we are continually adapting to the evolving needs of our partners to equip them for long-term success.
Evolving Student Behavior: Implications for Higher Education Marketing
The Changing Search Journey
Today’s students are no longer waiting to be guided; they are leading the charge. With a strong sense of autonomy and purpose, Modern Learners navigate the enrollment journey on their own terms. Their decisions are shaped by what EducationDynamics identifies as the Three C’s: cost, convenience, and career outcomes. These components are central to a student’s decision to apply or enroll. The challenge for institutions is not just to deliver value, but to demonstrate that value clearly and quickly in the digital environments that students operate in.
The student search journey has undergone a fundamental shift. No longer do students begin with degree or program keywords. Instead, 58 percent of Modern Learners now initiate their search with specific school names, according to EducationDynamics’ 2025 Engaging the Modern Learner Report. If an institution is not top-of-mind, it is already at a disadvantage.
Compounding this shift, nearly 60 percent of education-related searches result in no clicks. Students are making faster decisions, often based on AI-generated overviews that appear directly within search results. Currently, 65 percent of education searches trigger these overviews. This marks the rise of zero-click search and the emergence of Generative Engine Optimization (GEO) as a critical strategy.
The message is clear: if your institution is not immediately visible and delivering value within the search experience, it risks being excluded from the student’s consideration entirely.
Search engines like Google are prioritizing quick, curated answers, reflecting broader shifts in how users engage with content. Education-related searches have become more intricate, with students asking detailed and personalized questions. They are no longer browsing—they are making decisions. A static, cumbersome website is not just outdated; it is actively repelling Modern Learners. Institutions must create digital experiences that are responsive, student-focused and seamlessly accessible across all digital touchpoints. A lack of dynamic, intuitive design is no longer an option; it’s a failure to meet Modern Learners’ expectations.
In today’s search environment, visibility alone is not enough. Institutions must deliver relevance, clarity and authenticity across channels that Modern Learners use. Institutions that want to remain competitive must not only be present at the beginning of the search journey, but also deliver information with the speed, clarity and authenticity that Modern Learners expect. Those that rise to this challenge will earn attention and trust, while those that don’t will fall behind amid competition.
The Demand for Authentic and Engaging Content
If your institution’s content strategy still leads with rankings, tradition or campus accolades, it is missing the mark. Modern Learners are not making enrollment decisions based on institutional prestige alone. They are looking for evidence of belonging, support and authenticity. Colleges and universities must shift from promotional messaging to content that mirrors the lived experiences of their students. Modern Learners want to see real people, real stories and a real sense of community.
Video content, especially in short-form, is now one of the most powerful mediums for delivering the connection that Modern Learners seek. Today’s students are not flipping through text-heavy brochures or watching ten-minute promotional videos. They are forming impressions in literal seconds, with the rise of TikTok, Instagram Reels and YouTube Shorts. These channels are avenues where your institution’s brand can come to life, showcasing content that is concise, compelling and aligned with the pace of student attention. Highlighting faculty, student testimonials, campus culture and day-in-the-life content in thirty seconds or less can drive significantly more engagement than polished but impersonal campaigns.
Authenticity is not a trend—it is a requirement for building trust. User-generated content (UGC) plays a critical role in building credibility. When students and alumni share their own stories, they give prospective students a transparent view of your institution’s impact. An honest glimpse into campus life helps cultivate connections and bolster credibility in ways that other marketing mediums cannot achieve.
At the same time, social media is no longer just a place for amplification. Increasingly, it is becoming an integral steppingstone in the student research journey. Modern Learners actively use platforms like TikTok, Instagram and Facebook to evaluate how your institution aligns with their lives and goals. Marketing strategies must evolve to include social-first storytelling and platform-specific content that makes the institution feel approachable and relevant.
At EducationDynamics, we don’t just help institutions meet the demand; we empower them to exceed it. We deliver Creative Solutions that are not only strategic but deeply human. Our approach centers on compelling storytelling, a student-first mindset and content designed for the channels where prospective students are making key decisions. Whether through video, social campaigns or user-driven narratives, we equip colleges and universities to show up in ways that make real impact and drive measurable results. We help our partners shape the future, rather than follow it.
Key Shifts in Higher Education Digital Marketing
Website Marketing Evolution
In today’s higher education environment, your website is not just an accessory to your digital strategy; it is the central nervous system of your brand, the engine behind your reputation and a key driver of student engagement and revenue. With deep expertise in enrollment marketing, our team of experts transforms websites into high-performing conversion machines. Through data-driven UX, advanced SEO, GEO and conversion strategies, we ensure your website continuously evolves to meet the changing demands of the industry. If your institution’s website isn’t delivering results, it’s not just underperforming—it’s limiting your growth potential.
To remain competitive, website marketing must shift from static, siloed approaches to dynamic, user-centric experiences. As student behavior changes and new digital platforms emerge, institutions must design websites that can withstand these digital disruptions and provide seamless navigation, personalized content and clear pathways to action.
Search engine algorithms are now more sophisticated and volatile, requiring deeper alignment with how students search and engage. Website optimization now requires more than traditional SEO tactics. It demands an integrated approach that combines content marketing, user journey optimization and brand amplification. A seamless student experience is essential, but so is a strategy that ensures your content reaches prospective students across multiple platforms.
The role of an institution’s website as the front door of your brand remains as vital as ever. However, the digital space has evolved beyond simply driving traffic through SEO. Today, success hinges on ensuring your content is discoverable across a wide range of digital channels, and understanding how that content is delivered to students within the search engine results pages (SERPs).
AI has become a pivotal force in content discovery and visibility within SERPS. Visual shifts in the SERPs now prioritize rich media and first-person expertise, meaning your content must not only reflect relevance but also showcase real-world experiences to stay competitive. First-person expertise, such as student stories, faculty insights and user-generated content, is increasingly favored by search engines, underscoring the growing demand for authenticity. Rich media—images, videos and interactive elements—boost engagement and click-through rates. As visual content continues to dominate SERPs, your strategy must adapt to harness these trends effectively.
Looking to 2025 and beyond, SEO will demand a comprehensive, integrated approach that encompasses both on-site and off-site elements. Institutions that focus exclusively on on-page SEO or create content in isolation risk falling short of maximizing their potential. The most successful strategies will seamlessly connect content across multiple digital channels, driving not just visibility but also meaningful engagement.
Modern website optimization will be multi-faceted and multi-channel, anchored by four key components:
SEO: Search Engine Optimization will remain foundational, still being a critical part of driving organic traffic to your website but now must be paired with user-focused content creation. A strategic blend of blog posts, video content, graphics and articles will ensure that your website remains relevant and discoverable in a competitive search environment.
User Journey Optimization: Understanding the student journey is essential for converting traffic into applications. A data-driven approach that identifies usability roadblocks and tests the optimal path to conversion is key. A/B testing and ongoing adjustments will ensure that every touchpoint on your website drives students to take meaningful actions.
Brand Amplification: Strong content deserves to be seen. To achieve this, institutions must invest in amplifying their brand through content promotion, social media engagement, local profile optimization and PR. Engaging in user-driven discussions on forums and social media platforms will strengthen your brand’s visibility and credibility, allowing your message to reach broader audiences.
Content Marketing: The creation of high-quality content is a cornerstone of digital marketing. By producing content that directly speaks to student needs, you reinforce your institution’s position as a trusted authority. Strategic content creation is not just about filling your website but aligning content with student expectations and ongoing digital trends.
With these changes, institutions must take the driver’s seat in shaping their digital presence and optimizing web strategies. Meeting the moment requires a proactive approach to evolving digital trends, ensuring that your institution remains competitive, relevant and positioned for long-term success in an increasingly dynamic online environment.
The Transformation of Paid Media
The transformation of paid media has been just as significant as the evolution in organic search. With AI now playing a central role in optimization, marketers have had to rethink not only where they invest but how they manage campaigns. Gone are the days of manual bids and rigid keyword targeting. In what was once a highly controlled environment, advertisers would apply uniform bids across all matching search queries, rely on static text ads, and build campaigns around exact or phrase match keywords. These strategies offered precision but lacked adaptability and scalability.
Today, optimization is driven by automation, data and real-time decision-making. Smart bidding adjusts bids dynamically based on user behavior, intent and context. Responsive search ads tailor messaging to the user’s query, while improved broad match capabilities allow for more relevant and flexible reach. This shift demands a new approach, one away from managing structure and more on shaping signals for AI-based optimization.
Performance Max (PMax) campaigns exemplify this change. By consolidating efforts into a single campaign that spans Google’s full inventory, advertisers can let AI optimize toward specific outcomes. Institutions are increasingly shifting towards investments in branded PMax campaigns, using them to drive awareness and conversions across the funnel. Unlocking their full potential, however, requires consideration on inputs such as audience insights, quality creative and defined performance goals.
In this environment, marketers must shift their focus. Rather than managing granular campaign structures or keyword-level bids, success depends on a streamlined structure. Over-segmentation is now the enemy of AI—limiting data flow and stalling machine learning algorithms. Instead, consolidation, automation and audience-centric strategies are key to maximizing performance and achieving scale. The more robust your audience signals and creative assets, the more effectively AI can optimize for effective campaigns.
The Central Role of Brand in Modern Higher Education Marketing
Brand as a Differentiator
In a competitive and crowded marketplace, brand is your most powerful differentiator. As enrollment pressures intensify and prospective students become more discerning, a clear and compelling brand narrative is not an accessory to success; it is essential for it. Yet many institutions struggle with perceived value leaving prospective students unsure of what truly sets them apart.
According to Hanover Research’s 2024 Trends in Higher Education report, 66% of Americans believe colleges are “stuck in the past” and no longer meet the needs of today’s students. This perception gap presents a unique opportunity for institutions to not just rebrand but redefine the role and relevance for higher education in the modern world.
Brand marketing plays a transformative role in addressing these challenges. Brand is not merely visual identity or taglines, it is about storytelling that resonates across platforms and inspires connection. With students engaging across an increasingly fragmented digital landscape, institutions must show up consistently across every touchpoint.
The emotional connection is especially important today, as higher education faces intense scrutiny from multiple forces. Amid ongoing conversations about cost, access and accountability, there is a pressing need for institutions to reshape the narrative. By investing in brand marketing, institutions can demonstrate their alignment with the needs of Modern Learners, reinforce their commitment to student outcomes and build trust in a time categorized by uncertainty.
Brand and reputation go hand in hand. One reflects your promise. The other reflects your proof. When balanced well, they shape a perception that drives enrollment, builds revenue and sustains long term success.
Today’s higher education marketers must engage students before they start their search. This requires delivering authentic content across channels that builds trust and awareness over time. The Modern Learner’s journey begins with emotion, not just information. Your brand must be visible, relatable, and memorable.
In an era marked by uncertainty and choice overload, institutions must lead with empathy, clarity, and purpose. Showcase a brand that resonates, builds confidence and drives action.
Balancing Brand and Performance Marketing
In higher education marketing, finding the right balance between brand and performance marketing channels is crucial for long-term success. Historically, higher education institutions have leaned heavily into performance marketing, driven by the immediate need for results like inquiries and applications. However, this strategy is becoming less sustainable in today’s dynamic and competitive landscape. While performance marketing continues to be essential for driving immediate conversions, it cannot be the sole focus.
Brand marketing plays an increasingly important role, especially in the upper funnel, where students are still in the process of exploring and considering their options. This phase of the student journey is more about building awareness, shaping perceptions and creating emotional connections, rather than expecting immediate results. Students are making life-changing decisions that require time, research and deep consideration, so brand-building efforts often take longer to produce tangible outcomes.
To navigate this, higher education marketers must strategically allocate resources across both brand and performance media. A suggested allocation might be 20-35% for brand marketing, including channels like Connected TV (CTV), OTT streaming video and audio, out-of-home (OOH) ads, display ads, and paid social. The remaining 65-80% can be allocated to performance marketing, focusing on paid search, paid social and website marketing. This balance allows for consistent brand presence while still driving immediate performance goals.
However, finding the right mix will depend on your institution’s unique needs and goals. There is no one-size-fits-all approach. It’s important to embrace a testing mentality when allocating your budget, understanding that this is a multi-year investment. Brand marketing’s impact often requires indirect measurement and time to mature, with a holistic cost per enrollment being a long-term goal.
By adopting a balanced approach and a willingness to test and iterate, institutions can achieve the right blend of short-term performance and long-term brand growth.
Adapting to Thrive in the New Era
The higher ed landscape is evolving and so are your students. Marketing strategies that once worked are no longer enough. To succeed, leaders must challenge the status quo, evolve their higher education marketing strategies, and fully embrace the behaviors, tools and technologies that are shaping this new era.
Now is the time to invest in transformation. Whether that means rethinking your website, shifting your media mix or consolidating campaigns to improve performance, the path forward begins with taking action.
The transformation does not have to be navigated alone. A higher education marketing agency can be a vital partner in this evolution. At EducationDynamics, we bring together proprietary research, full-funnel strategy and decades of expertise to help institutions like yours grow with confidence.
Let’s shape the future together. Connect with an EDDY expert to assess your current strategies and identify new opportunities for growth.
The institutions that succeed will be the ones that are bold enough to evolve—strategically, creatively and with purpose. Now is your opportunity to lead that change.
As Education Secretary Linda McMahon was busy dismantling her cabinet department, she vowed to preserve one thing: the National Assessment of Educational Progress (NAEP), also known as the Nation’s Report Card. In early April, she told a gathering of ed tech companies and investors that the national exam was “something we absolutely need to keep,” because it’s a “way that we keep everybody honest” about the truth of how much students across the country actually know.
That was clearly a promise with an asterisk.
Less than two weeks later, on Monday of this week, substantial parts of NAEP came crumbling down when the board that oversees the exam reluctantly voted to kill more than a dozen of the assessments that comprise the Nation’s Report Card over the next seven years.
The main reading and math tests, which are required by Congress, were preserved. But to cut costs in an attempt to appease Elon Musk’s Department of Government Efficiency or DOGE, the National Assessment Governing Board (NAGB) scrapped a 2029 administration of the Long-Term Trend NAEP, an exam that has tracked student achievement since the 1970s.* Also cut were fourth grade science in 2028, 12th grade science in 2032 and 12th grade history in 2030. Writing assessments, which had been slated for 2032, were canceled entirely. State and local results were also dropped for an assortment of exams. For example, no state-level results will be reported for 12th grade reading and math in 2028, nor will there be district-level results for eighth grade science that year.
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“These are recommendations that we are making with much pain,” said board chair Beverly Perdue, a former North Carolina governor who was appointed to this leadership role in 2018 during President Donald Trump’s first term. “None of us want to do this.”
The board didn’t provide an official explanation for its moves. But the vice chair, Martin West, a Harvard professor of education, said in an interview that the cuts were an effort to save the 2026 assessments. “A moment of reckoning came more quickly because of the pressures on the program to reduce expenses in real time,” he said.
In other words, the board was effectively cutting off the patient’s appendages to try to save the brain and the heart. Despite the sacrifice, it’s still not clear that the gambit will work.
DOGE has been demanding 50 percent cuts to the $190 million a year testing program. Nearly all the work is handled by outside contractors, such as Westat and ETS, and five-year contracts were awarded at the end of 2024. But instead of paying the vendors annually, DOGE has diced the payments into shorter increments, putting pressure on the contractors to accept sharp cuts, according to several former Education Department employees. At the moment, several of the contracts are scheduled to run out of money in May and June, and DOGE’s approval is needed to restart the flow of money. Indeed, DOGE allowed one NAEP contract to run out of funds entirely on March 31, forcing ETS employees to stop work on writing new questions for future exams.
Reading and math tests are scheduled to start being administered in schools in January 2026, and so additional disruptions could derail the main NAEP assessment altogether. NAEP is taken by a sample of 450,000 students who are selected to represent all the fourth and eighth graders in the nation, and each student only takes part of a test. This sampling approach avoids the burden of testing every child in the country, but it requires Education Department contractors to make complicated statistical calculations for the number of test takers and the number of test sections needed to produce valid and reliable results. Contractors must then package the test sections into virtual test booklets for students to take online. The Education Department also must get approval from the federal Office of Management and Budget to begin testing in schools — yet another set of paperwork that is handled by contractors.
A DOGE dilemma
People familiar with the board’s deliberations were concerned that contractors might be pressured to agree to cuts that could harm the quality and the validity of the exam itself. Significant changes to the exam or its administration could make it impossible to compare student achievement with the 2024 results, potentially undermining the whole purpose of the assessment.
Board members were ultimately faced with a dilemma. They could cut corners on the full range of assessments or hope to maintain NAEP’s high quality with a much smaller basket of tests. They chose the latter.
The cuts were designed to comply with congressional mandates. While the Long-Term Trend assessment is required by Congress, the law does not state how frequently it must be administered, and so the governing board has deferred it until 2033. Many testing experts have questioned whether this exam has become redundant now that the main NAEP has a 35-year history of student performance. The board has discussed scrapping this exam since 2017. “The passage of time raises questions about its continued value,” said West.
The writing assessments, originally scheduled for 2032 for grades four, eight and 12, needed an overhaul and that would have been an expensive, difficult process especially with current debates over what it means to teach writing in the age of AI.
The loss of state- and district-level results for some exams, such as high school reading and math, were some of the more painful cuts. The ability to compare student achievement across state lines has been one of the most valuable aspects of the NAEP tests because the comparison can provide role models for other states and districts.
Cost cutting
“Everyone agrees that NAEP can be more efficient,” said West, who added that the board has been trying to cut costs for many years. But he said that it is tricky to test changes for future exams without jeopardizing the validity and the quality of the current exam. That dual path can sometimes add costs in the short term.
It was unclear how many millions of dollars the governing board saved with its assessment cancellations Monday, but the savingsare certainly less than the 50 percent cut that DOGE is demanding. The biggest driver of the costs is the main NAEP test, which is being preserved. The contracts are awarded by task and not by assessment, and so the contractors have to come back with estimates of how much the cancellation of some exams will affect its expenses. For example, now that fourth grade science isn’t being administered in 2028, no questions need to be written for it. But field staff will still need to go to schools that year to administer tests, including reading and math, which haven’t been cut.
Compare old and new assessment schedules
Outside observers decried the cuts on social media, with one education commentator saying the cancellations were “starting to cut into the muscle.” Science and history, though not mandated by Congress, are important to many. ”We should care about how our schools are teaching students science,” said Allison Socol, who leads preschool to high school policy at EdTrust, a nonprofit that advocates for equity in education. “Any data point you look at shows that future careers will rely heavily on STEM skills.”
Socol worries that DOGE will not be satisfied with the board’s cuts and demand more. “It’s just so much easier to destroy things than to build them,” she said. “And it’s very easy, once you’ve taken one thing away, to take another one and another one and another one.”
On April 17, the Education Department announced that the 2026 NAEP would proceed as planned. But after mass layoffs in March, it remained unclear if the department has the capacity to oversee the process, since only two employees with NAEP experience are left out of almost 30who used to work on the test. McMahon might need to rehire some employees to pull it off, but new hiring would contradict the spirit of Trump’s executive order to close the department.
Socol fears that the Trump administration doesn’t really want to measure student achievement. “There is a very clear push from the administration, not just in the education sector, to have a lot less information about how our public institutions are serving the people in this country,” Socol said. “It is a lot easier to ignore inequality if you can’t see it, and that is the point.”
The Education Department did not respond to my questions about their intentions for NAEP. McMahon has been quite forceful in articulating the value of the assessments, but she might not have the final say since DOGE has to approve the NAEP contracts. “What’s very clear is that the office of the secretary does not completely control the DOGE people,” said a person with knowledge of the dynamics inside the Education Department. “McMahon’s views affect DOGE priorities, but McMahon doesn’t have direct control at all.”
The ball is now in DOGE’s court.
Canceled assessments
Long-Term Trend (LTT) assessments in math and reading for 9, 13 and 17 year olds in 2029. (The Education Department previously canceled the 2025 LTT for 17 year olds in February 2025.)
Science: Fourth-grade in 2028, 12th grade in 2032
History: 12th grade in 2030
Writing: Fourth, eighth and 12th grades in 2032
State-level results: 12th grade math and reading in 2028 and 2032, eighth grade history in 2030
District-level results: Eighth-grade science in 2028 and 2032
*Correction: An earlier version of this sentence incorrectly said that two administrations of the Long-Term Trend NAEP had been scrapped by the governing board on April 21. Only the 2029 administration was canceled by the board. The 2025 Long-Term Trend NAEP for 17 year olds was canceled by the Education Department in February. Nine- and 13-year-old students had already taken it by April.
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
Something has been happening on college campuses that’s as surprising as it is dramatic: The number of women enrolled has overtaken the number of men.
Women now outnumber men by about 60 percent to 40 percent, and that gaps keep getting wider. And men who do enroll are also more likely to drop out.
There are a lot of reasons for this. Boys get lower grades than girls, on average, in elementary and middle schools. They’re more likely to be held back or face disciplinary actions. They’re less likely to graduate from high school. And more men than women go into the skilled trades, instead of getting college degrees.
Among the results: Universities and colleges now tip the scales for men in admission to try to keep the genders even.
But as things keep falling out of balance, there are impacts on the financial success for men and on economic growth for everybody.
We’ll hear from men and women students about what that’s like right now, and from colleges about what they’re trying to do about it.
[Kirk] This is College Uncovered. I’m Kirk Carapezza …
[Jon] …and I’m Jon Marcus.
[sound of referee] Climbers ready? Contestants ready? One, two, go!
[Jon] This is the sound of one of the most unusual extracurricular activities at the University of Montana: running up a fallen tree with careful footwork, and neatly sawing off the end of it.
[sound of club member] So really what we’re trying to do is keep the tradition of antique logger sports alive by bringing in new generations to doing activities that they did hundreds of years ago. I mean, we’re using cross-cut saws that they used to cut down giant redwoods.
[Jon] That might seem like a throwback, but the University of Montana Woodsmen team has an important new purpose. Promoting programs such as forestry has become part of the university’s new strategy to attract an increasingly important type of student.
[Kelly Nolin] There are definitely some efforts that are happening at the institution to help men find their community and to find a space.
[Jon] That’s Kelly Nolin. She’s director of admissions at the University of Montana.
[Kelly Nolin] Our gender split is about 42 percent male, 56 percent female. So it’s definitely widening, and it’s clearly a concern for a variety of reasons. And so that’s why we decided to look into opportunities to recruit more male students.
[Jon] What Nolan says she’s trying to solve is a really big problem that most people don’t know is even happening: The proportion of men who are going to college is falling way behind the proportion of women who are going.
Nationwide, women now outnumber men by about 60 percent to 40 percent, and that gap keeps getting wider. Far more young women than young men who graduate from high school are going to college, and men who do enroll are also more likely to drop out.
We’ll tell you how this might actually be creating an advantage for men in the admissions process, and even how it affects even the dating scene on campuses — which, let’s face it, is a big part of college to a lot of students.
Take it from Amber Turner. She’s a freshman at Nova Southeastern University in South Florida, which is now more than 70 percent women.
[Amber Turner] It’s a lot more women than men and the men usually have a lot more options, whereas the women have disgusting options because there aren’t many of them. I have a boyfriend, personally, but I saw with my friends that it’s kind of like nobody here for them.
[Jon] But fewer men in college has really serious implications for not only colleges that need to fill seats — or, for that matter, students frustrated by the dating pool. It affects the prospects of financial success for men, and of economic growth for everybody.
This is College Uncovered, from GBH News and The Hechinger Report — a podcast pulling back the ivy to reveal how colleges really work. I’m Jon Marcus of The Hechinger Report …
[Kirk] … and I’m Kirk Carapezza with GBH. Colleges don’t want you to know how they operate, so GBH …
[Jon] … in collaboration with The Hechinger Report, is here to show you.
Today on the podcast: ‘The Missing Men.’
[Kirk] This season, we’ve been talking about the demographic cliff. That’s the decline that’s starting in the number of 18-year-olds, and how it will affect colleges and the economy.
Now here’s a related milestone you might not have heard about. The number of college-educated women in the workforce has for the first time overtaken the number college-educated men. That’s because more women than men have been going to college.
There are a lot of reasons for this. Boys in elementary and middle school get lower grades than girls. They’re more likely to be held back or face disciplinary action. And they’re less likely to graduate from high school. Jon, you and I have talked to high school senior boys about all of this.
[Jon] Right, Kirk, and a lot of them were worried that they don’t have the confidence to tackle college.
[Abdukadir Abdullahi] I feel like there’s more distractions for guys to get, like, the best grades because every school, like, the guy is always the class clown, and stuff like that.
[Jon] That’s Abdukadir Abdullahi. He’s the son of a single father and just didn’t see himself in college. Neither did Pedro Hidalgo, even though he actually wanted to go.
[Pedro Hidalgo] College was something I always wanted to reach and I always wanted to be accepted to, but I never had that belief within myself that I could do it.
[Jon] Men are more likely than women to go into the skilled trades, which is faster and cheaper than paying for what seems to them to be an endless and expensive stretch of time in college. That’s what Abdullahi was planning to do.
[Kirk] Back when you thought college wasn’t for you, what was the alternative? You were planning to just go straight to work or join the military or did you have an alternative plan?
[Abdukadir Abdullahi] I was going to, like, be a plumber or something like that, like where you could have to go to school, but you could make a decent amount of money.
[Kirk] In the end, he and the rest of these guys did end up going to college. But a lot of other high school boys feel like they need to get jobs right away, especially if they come from families that need help with their finances.
Here’s Hidalgo’s classmate, Debrin Adon. His parents immigrated to the United States from the Dominican Republic.
[Debrin Adon] I’m not going to speak for every man, but at least for young men like my classmates and I, we’re more focused on like money, you know? Like, getting money — getting that paycheck.
[Kirk] That’s right. So a lot of them get jobs right out of high school and then they buy a car and maybe get married and by that point, it’s almost certain that they’ll never go to college.
This is Kellie Becker. She’s the college counselor at the school where Abdullahi went.
[Kellie Becker] A lot of young men are working. They’re working for their families. Like, they’re the man of the house. They are providing their entire family with one paycheck and they get a little taste of that where they, some of them, have to do it or some of them want to do it because they’re getting that money.
[Kirk] These are just a few of the reasons we’ve ended up here. Fifty years ago, the gender divide was exactly the reverse, and there were far more men than women in college. Since then, there’s been a lot of work to encourage women to get degrees. But much less of that kind of thing is targeted at men. Women also disproportionately work in fields that require degrees, such as social work and teaching. And we’ve already heard how boys don’t do as well as girls in lower grades, how young men feel responsible for helping their families right out of high school and how many of them go into the trades. The decline is even steeper for Black men. Their numbers went way down during the pandemic. Even at historically Black colleges, Black men now make up only about a quarter of the students.
[Michael Sinclair] Money is one of the main factors. A lot of our young men are looking for opportunities to earn a living, but they need the money now.
[Kirk] That’s Michael Sinclair. He’s an associate professor at Morgan State University, and he points out that this becomes a vicious cycle.
[Michael Sinclair] There’s a statement that my father once told me: You can’t be what you can’t see. And if you’re not seeing Black men on college campuses, a lot of young people don’t think that that’s for them.
[Kirk] This mismatch between men and women is starting to create an odd divide on many college campuses.
[Jon] Exactly, Kirk. I visited another big university, the University of Vermont. It’s already 64 percent female. I went to the student union, where Melinda Wetzel told me what it was like to be a woman student there.
[Melinda Wetzel] Oh, yeah, I do have one small class that there is only one guy. I do undergraduate research and when I’m in the medical building, I feel like I hardly ever see men. I feel I’m walking around and it’s just, like, a bunch of ladies.
[Jon] This extends to areas on campus you might not expect.
[Melinda Wetzel] I was at the gym the other day and, like, if you think about going to a gym, you think of, like, oh, no, like, there’s going to be a lot of scary guys there. I looked around and I actually pointed out to my friend, like, ‘Whoa, look at all the girls here. This is great.’
[Jon] Now, some men on campus also think it’s great that there are more women.
[Pete Azan] So in our class we have, like, 83 girls and like 30 guys. They told us that like the first day of school. So we were all shocked.
[Jon] Pete Azan is studying dental medicine down at Nova Southeastern. More women than men are going into dentistry these days, too — not only there, but nationwide. He’s okay with that, though.
[Pete Azan] I love it. I go to class every day the happiest man, because I get to be around beautiful women all day.
[Jon] And however you might feel about that, there’s another potential advantage for men to this little-noticed trend:
[Kirk] To keep the gender mix more evenly balanced, a lot of universities are making it easier for men to get in. That’s become especially important as they start to topple over that demographic cliff that’s coming, in the number of students of any gender.
Sourav Guha used to work in university admissions. He saw how men got an edge so colleges could keep the genders balanced. Now Guha is executive director of the Consortium on Higher Achievement and Success. It supports students who are already enrolled in college.
[Sourav Guha] I’d put it this way: There were a lot of high school girls who, in terms of credentials, looked as good as or better than some of the boys we admitted, but the girls ended up either wait-listed or rejected. It’s not that the students we were taking were not qualified or capable of being there, but certainly they had credentials, like, maybe a lower GPA, sort of different classes, different levels of high school achievement.
[Kirk] So listen to what he’s saying there, Jon. At some schools, the odds that men will get in are now better than the odds that women will.
[Jon] Right, Kirk. And it’s absolutely true. We looked it up. A lot of prestigious universities are accepting more of their male applicants than their female applicants. Boston University, Brown, Vanderbilt, the University of Chicago, the University of Miami, the University of Southern California — all of them took at least slightly more male than female applicants.
[Kirk] Now, that might keep the genders balanced for a while at those selective colleges and universities, even if it is at the expense of women who apply to them. But the problem isn’t going away, and some experts are warning that the repercussions are significant.
[Jon] Right, Kirk. Richard Reeves researched this phenomenon of men not going to college and became so alarmed about it that he founded an organization to study and address it, the American Institute for Boys and Men.
[Richard Reeves] Now, there are lots of good organizations ringing the alarm bells when there are gaps facing women and girls, and that is great, and they do a great job of it. But it hasn’t really been anyone’s job to wake up every day and ring the alarm bell around declining male enrollment in colleges.
[Jon] Reeves says this should matter to everyone.
[Richard Reeves] We’re leaving too much male talent on the table as a result of the failure of our education system to serve men as well as women. And as a result, those men are not doing as well in the economy as they could. That’s bad for the economy. It’s also bad for the women that they will end up with. And so this is, in the end, bad for everybody.
[Jon] Colleges are trying lots of things to appeal to men. The University of Vermont has started running an entrepreneurship competition for high school students. It’s open to anyone, but more boys than girls have entered. That’s what the university expected, based on focus groups that showed that men liked entrepreneurship programs. The grand prize is a full-tuition scholarship.
Like a lot of schools, Vermont is also using its athletic programs to attract men.
Now, you’d think more women getting college degrees would be translating into higher pay and more promotions. But while there may be more of them in college, the degrees they tend to get are often in lower-paying fields. Men still outnumber women in disciplines such as engineering and business, which have a bigger payoff.
Sourav Guha explains.
[Sourav Guha] If you look at the top two fields for women, it’s still nursing and teaching. You know, for men, it’s software development. So women are going to college and the economic returns they’re getting from college are not the same that men are getting.
[Kirk] But Richard Reeves says men who don’t get degrees at all will generally be worse off.
[Richard Reeves] One of the myths that is really important to nail here is the idea that, well, men don’t need college degrees because there are lots of jobs — well-paid, good jobs that men can go and do even if they don’t have higher educations. That is not true anymore.
[Kirk] However they’re approaching it, and for whatever reasons, colleges are laser-focused on this issue. As we’ve been saying all this season, they need all the students they can get right now.
[Jon] Yeah, Kirk, and Reeves is worried about a new reason men are finding to not go to college: politics.
[Kirk] Right. As colleges continue to be targets in the culture wars, Reeves says some men consider them not only woke, but anti-male.
[Richard Reeves] I’m worried that not only does higher education seem like it’s more female and coded a bit more female, but also coded left, progressive and maybe even somewhat intolerant toward men, and particularly perhaps conservative men from, say, rural areas, right? I think if you want to find someone who’s pretty skeptical about higher education, it may well be a conservative white guy living in a rural area. And turns out that is one of the groups that we’re really seeing a big decline in enrollment.
[Jon] This concern isn’t lost on colleges. We already heard from University of Montana admissions director Kelly Nolin. Among the ways her university has tried to win back men is by inviting conservative speakers such as Turning Point USA founder Charlie Kirk.
[Charlie Kirk] And I’m going to make a case, and I don’t know if it’ll be persuasive to do, why I think DEI is unbiblical. …
[Kelly Nolin] And regardless of how you feel about his political views, it was an important moment for people in our state to see that as a liberal arts college, we were willing and able to bring a conservative person to campus, but also somebody who appeals to a lot of men. And so just sharing those different perspectives, trying to break some of the stereotypes of how people in our state or maybe outside of our state view us, that’s some of work that we’re doing right now.
[Jon] That’s on top of pushing its forestry school and that Woodsmen Club and other things, based on what it learned from focus groups of male students.
[Kelly Nolin] They really felt, in their experience, that we needed to focus more on the attractive nature of our location. So some of the activities that are available to students very easily — things like fly-fishing, hiking, skiing, hunting — those were important to these students. And they weren’t things that we were really highlighting in our brochures.
[Jon] Kirk, you and I got to go to the University of Montana on assignment, and it is a really beautiful natural setting, although, as I recall, I beat you to the top of Mount Sentinel when we hiked it.
[Kirk] I was taking in the scenery, Jon. But, yes, those are the kinds of things the university is now using to market itself to men.
[Kelly Nolin] We sent an email with a link to our wild sustenance class, which is a class about hunting that really focuses on not just the mechanics of hunting, but the conservation purpose behind hunting that could appeal to a wide range of people from a wide variety of political affiliations.
[Kirk] Yeah, Jon, and just as an aside, that email had an unexpected effect.
[Kelly Nolin] I will tell you that somebody saw that ad and they came to visit. And when they were asked why they were looking at the University of Montana for college — they were from Virginia — they said they wanted to come someplace where they had rugged men.
[Kirk] She’s laughing because that person was a woman.
[Jon] Right. But colleges are taking this deadly seriously. As we’ll continue to discuss this season, they are facing down that demographic cliff and every student counts.
This is College Uncovered. I’m Jon Marcus from The Hechinger Report.
[Kirk] And I’m Kirk Carapezza from GBH. This episode was produced and written by Jon Marcus …
[Jon] … and Kirk Carapezza.
If you want to see whether a college accepts more male than female applicants, we’ve linked in the show notes to the federal government website where you can find that.
[Kirk] We had help on this episode from Liam Elder-Connors of Vermont Public and reporter Yvonne Zum Tobel in South Florida. Our sound of the Woodsmen Club came from the University of Montana student newspaper.
This episode was edited by Jonathan A. Davis. Our executive editor is Jennifer McKim. Our fact-checker is Ryan Alderman.
[Jon] Mixing and sound design by David Goodman and Gary Mott. All of our music is by college bands. Our theme song and original music is by Left Roman out of MIT.
Mei He is our project manager and head of GBH podcasts is Devin Maverick Robbins.
[Kirk] College Uncovered is made possible by Lumina Foundation. It’s produced by GBH News and The Hechinger Report and distributed by PRX.
Thanks so much for listening.
More information about the topics covered in this episode:
To see the acceptance rates of men vs. women applicants at any college or university, go here, enter the name of the institution, and click on ADMISSIONS.
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
Patricia McGuire has always been an outspoken advocate for her students at Trinity Washington University, a small, Catholic institution that serves largely Black and Hispanic women, just a few miles from the White House. She’s also criticized what she calls “the Trump administration’s wholesale assault on freedom of speech and human rights.”
In her 36 years as president, though, McGuire told me, she has never felt so isolated, a lonely voice challenging an agenda she believes “demands a vigorous and loud response from all of higher education. “
It got a little bit louder this week, after Harvard University President Alan Garber refused to capitulate to Trump’s demands that it overhaul its operations, hiring and admissions. Trump is now calling on the IRS to rescind Harvard’s tax-exempt status.
The epic and unprecedented battle with Harvard is part of Trump’s push to remake higher education and attack elite schools, beginning with his insistence that Harvard address allegations of antisemitism, stemming from campus protests related to Israel’s bombardment of Gaza following attacks by Hamas in October 2023.
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Garber responded that “no government — regardless of which party is in power — should dictate what private universities can teach, whom they can admit and hire, and which areas of study and inquiry they can pursue” — words that Harvard faculty, students and others in higher education had been urging him to say for weeks. Students and faculty at Brown and Yale are asking their presidents to speak out as well.
Many hope it is the beginning of a new resistance in higher education. “Harvard’s move gives others permission to come out on the ice a little,” McGuire said. “This is an answer to the tepid and vacillating presidents who said they don’t want to draw attention to themselves.”
Harvard paved the way for other institutions to stand up to the administration’s demands, Ted Mitchell, president of the American Council on Education, noted in an interview with NPR this week.
Stanford University President Jonathan Levin immediately backed Harvard, noting that “the way to bring about constructive change is not by destroying the nation’s capacity for scientific research, or through the government taking command of a private institution.”
Former President Barack Obama on Monday urged others to follow suit.
A minuscule number of college leaders had spoken out before Harvard’s Garber, including Michael Gavin, president of Delta College, a community college in Michigan; Princeton University’s president, Christopher Eisgruber; Danielle Holley of Mount Holyoke; and SUNY Chancellor John B. King Jr. Of more than 70 prominent higher education leaders who signed a petition circulated Tuesday supporting Garber, only a handful were current college presidents, including Michael Roth of Wesleyan, Susan Poser of Hofstra, Alison Byerly of Carleton, David Fithian of Clark University, Jonathan Holloway of Rutgers University and Laura Walker of Bennington College.
Speaking out and opposing Trump is not without consequences: The president retaliated against Harvard by freezing $2.2 billion in grants and $60 million in contracts to Harvard.
Many higher ed leaders think it’s going to take a bigger, collective effort fight for everything that U.S. higher education stands for, including those with more influence than Trinity Washington, which has no federal grants and an endowment of just $30 million. It’s also filled with students working their way through school.
About 15 percent are undocumented and live in constant fear of being deported under Trump policies, McGuire told me. “We need the elites out there because they have the clout and the financial strength the rest of us don’t have,” she said. “Trinity is not on anyone’s radar.”
Some schools are pushing back against Trump’s immigration policies, hoping to protect their international and undocumented students. Occidental College President Tom Stritikus is among the college presidents who signed an amicus brief this month detailing concerns about the administration’s revocation of student and faculty visas and the arrest and detention of students based on campus advocacy.
“I think the real concern is the fear and instability that our students are experiencing. It is just heartbreaking to me,” Stritikus told me. He also spoke of the need for “collective action” among colleges and the associations that support them.
The fear is real: More than 210 colleges and universities have identified 1,400-plus international students and recent graduates who have had their legal status changed by the State Department, according to Inside Higher Ed. Stritikus said Occidental is providing resources, training sessions and guidance for student and faculty.
Many students, he said, would like him to do more. “When I’m around students, I’m more optimistic for our future,” Stritikus said. “Our higher education system has been the envy of the world for a very long time. Clearly these threats to institutional autonomy, freedom of expression and the civil rights of our community put all that risk.”
Back at Trinity Washington, McGuire said she will continue to make calls, talk to other college presidents and encourage them to take a stronger stand.
“I tell them, you will never regret doing what is right, but if you allow yourself to be co-opted, you will have regret that you caved to a dictator who doesn’t care about you or your institution.”
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
Remember when SEO was all about keywords and metatags, fueling now-defunct search engines like Yahoo, AltaVista and early Google? Those were the days of “keyword stuffing,” where quantity trumped quality and relevance, delivering poor search results and frustrating users. Google’s PageRank algorithm changed everything by prioritizing content quality, giving birth to the “Content is King” mantra and improving the user experience.
Fast forward to the Era of the Modern Learner, where digitally astute users demand fast and accurate information at their fingertips. To keep up with their heightened expectations, search engine algorithms have evolved to become more sophisticated, focusing on the intent behind each search query rather than simple keyword matching. This shift has led to the emergence of AI-powered search engines features like Google’s AI Overviews to provide an AI-powered summary which now command prime real estate on the search engine results page.
In response, Generative Engine Optimization (GEO) is emerging. AI-powered search engines are moving beyond simply ranking websites. They are synthesizing information to provide direct answers. In this fast-paced environment, delivering the right information at the right time is critical now more than ever. All marketers, regardless of industry, must adapt their strategies beyond traditional SEO.
What is Generative Engine Optimization (GEO)?
Artificial intelligence is rapidly infiltrating tools across every industry, fundamentally reshaping the digital landscape. Generative Engine Optimization (GEO) is emerging as a new approach to digital marketing, leveraging AI-powered tools to generate and optimize content for search engines. GEO is a catalyst, driving a fundamental shift in how search engines present information and how users consume it
GEO leverages machine learning algorithms to analyze user search intent, create personalized content, and optimize websites for improved search engine rankings. This advanced algorithmic approach delivers contextually rich information from credible sources, directly answering user searches and proactively addressing related inquiries. A proactive strategy that goes beyond traditional SEO ensures that a school’s information is readily discoverable, easily digestible and favorably presented by AI-powered search engines such as Google’s AI Overviews, ChatGPT, Perplexity and Gemini.
How GEO Works
At its core, Generative Engine Optimization (GEO) uses artificial intelligence to bridge the gap between user needs and search engine performance. GEO tools go beyond traditional SEO by harnessing AI to deeply understand user behavior and generate content that’s not only relevant but also personalized and performance driven. Here is how it works across four core functions:
Analyzing User Intent: GEO starts by analyzing user intent. AI models examine search queries, website behavior and browsing patterns to uncover what users are specifically searching for. This helps marketers develop content strategies that directly align with user expectations and needs.
Generating Content: Using these insights, GEO tools generate original content tailored to meet the precise needs of the target audience. The result is content that answers user questions and aligns with how modern search engines evaluate relevance and quality.
Optimizing Content: GEO then optimizes the generated content for performance. AI refines readability, integrates keywords and enhances structural elements for improved visibility in search results, which ensures that content performs well in both traditional and AI-powered search environments.
Personalizing Content: Where GEO truly shines is in content personalization. By leveraging data like demographics, preferences and past interactions, GEO delivers tailored experiences that feel more relevant and engaging to individual users.
Comparing SEO and GEO
While SEO and GEO may seem like competing strategies, they actually complement one another. Both aim to improve visibility in search results and drive meaningful engagement but do so through different methods. Understanding how they align and where they diverge is key to developing a modern, well-rounded digital strategy.
Ways GEO is Similar to SEO
Despite their difference in execution, SEO and GEO share a common goal: delivering valuable content to users and meeting their search intent. Both SEO and GEO strategies contribute to:
Improving website visibility and search rankings in the search engine results pages (SERPs).
Driving organic traffic by making it easier for users to discover relevant information.
Boosting user engagement and conversion rates through informative, well-tailored content.
Ways GEO is Different from SEO
Where SEO and GEO begin to diverge is in their focus, tools, and content strategy:
Focus: Traditional SEO emphasizes keyword optimization, meta tags and technical structure. GEO, on the other hand, focuses on understanding user intent and creating dynamic, personalized content that adapts to evolving needs.
Tools: SEO relies on tools like keyword research platforms, backlink analysis, and manual content audits. GEO uses AI-powered platforms to analyze data, generate content, and automate optimization based on real-time user behavior.
Content: SEO often produces static, evergreen content that ranks over time. GEO enables the creation of responsive, personalized content that can shift based on user preferences, past interactions, and demographics.
While SEO has historically focused on driving clicks to websites and increasing rankings, GEO recognizes the increasing prominence of zero-click searches—where users find answers directly within AI-powered search overviews. In this new reality, GEO ensures your content remains visible and valuable even when the traditional click doesn’t occur. It does this by optimizing for how AI synthesizes and presents information in search results.
Is GEO Replacing SEO?
The rise of GEO has sparked an important question for marketers: Is SEO dead? The short answer is no. Rather than replacing SEO, GEO enhances it.
GEO builds a foundation of traditional SEO by leveraging artificial intelligence to automate time-consuming tasks, deepen audience insights, and elevate content quality. A strong SEO strategy remains essential, and when paired with GEO, it becomes even more powerful.
To support marketers in building that foundation, tools like EducationDynamics’ SEO Playbook offer actionable strategies for mastering SEO fundamentals while staying adaptable to innovations like GEO. As the higher education marketing landscape evolves, institutions are reaching a critical inflection point: the status quo no longer meets the expectations of the Modern Learner, and a more dynamic, data-driven approach is essential to stay competitive.
Here’s how GEO supports and strengthens traditional SEO efforts:
Smarter Keyword Research and Optimization: GEO tools analyze search intent more precisely, allowing marketers to choose keywords that better reflect how real users search, creating content that directly answers those queries.
More Personalized Content Experiences: By generating dynamic content based on user behavior, preferences, and demographics, GEO helps ensure the right message reaches the right audience at the right time.
Streamlined Workflows: GEO automates content generation and optimization processes, making it easier to keep web pages fresh, relevant, and aligned with evolving search behaviors—all while saving time and resources.
SEO is far from obsolete; however, relying solely on traditional SEO tactics is outdated which is no longer sufficient in today’s evolving higher education landscape. To truly transform their marketing approach, institutions must embrace innovative solutions.
As generative AI becomes increasingly embedded in how people search, marketers must adapt. While traditional SEO tactics like on-page optimization, site structure, and link-building still have a role to play, GEO provides the bold innovation needed to drive impactful outcomes. By pairing SEO strategies with GEO’s AI-driven insights and automation, institutions can achieve greater efficiency and effectiveness in their marketing efforts.
Together, SEO and GEO provide a holistic, future-ready framework to engage the Modern Learner, enhance digital marketing efforts, and drive both reputation and revenue growth, which are essential for long-term success.
Integrating GEO and SEO in Your Marketing Strategy for Higher Education Marketers
As the digital landscape evolves, one thing remains clear: SEO is still essential for institutions looking to connect with today’s students. With the rapid adoption of AI in everyday search habits though, SEO alone is no longer enough.
According to EducationDynamics 2025 Engaging the Modern Learner Report, generative AI is already transforming how prospective students evaluate their options. Nearly 70% of Modern Learners use AI tools for generative chatbot platforms like ChatGPT, while 37% use these tools specifically to gather information about colleges and universities in their consideration set.
This shift signals a clear need for higher ed marketers to adapt their digital strategies. GEO provides a pathway to do that while better serving today’s students. By combining the proven fundamentals of SEO with GEO’s advanced AI capabilities, institutions can engage the Modern Learner more effectively at every stage of their decision-making journey.
Reaching Modern Learners: Integrating GEO and SEO Strategies
Speak to What Modern Learners Search For: Modern Learners expect content that speaks directly to their needs and interests. Use GEO tools to identify the actual search terms prospective students use, such as “flexible online MBA,” or “how much does an online degree cost.” Then, develop SEO-optimized pages, blog posts, and FAQs that address these specific questions. Incorporate schema markup, structured headings, and internal links to boost visibility while keeping content informative and student focused.
Personalize the Journey for Every Modern Learner: GEO enables marketers to go beyond generic messaging. Use behavioral data, such as which pages students visit, how long they stay or what programs they explore, to personalize touchpoints across channels. Personalization builds trust and shows Modern Learners you understand what matters to them.
Deliver the Seamless Digital Experiences Modern Learners Expect: Today’s students want fast, seamless experiences. Use GEO insights to identify where users drop off, then optimize navigation and page speed accordingly. Implement clear, scannable layouts with prominent CTAs to enhance your website’s structure and user-friendliness. Consider adding AI-powered chatbots to provide real-time support for everything from application steps to financial aid inquiries.
Use Data to Stay Ahead of the Modern Learner’s Needs: GEO tools give you visibility into what students search for, which content they engage with, and where they lose interest. Regularly review search patterns, click paths, and drop-off points to identify gaps in your content or barriers in the enrollment funnel. Use these insights to refine headlines, adjust keyword targeting, or introduce new resources that better align with what students care about.
As prospective students increasingly turn to AI tools to explore their options, higher education marketers must evolve their strategies to keep pace with changing search behaviors. While Search Engine Optimization remains essential for visibility and reach, it no longer fully reflects how today’s students search and engage online. GEO bridges that gap by adapting to real-time behaviors and preferences. To effectively connect with Modern Learners and stay competitive, institutions must evolve their digital strategies to include GEO.
The Future of SEO and GEO in Higher Education
The future of enrollment will be shaped by how well institutions adapt to evolving digital behaviors. GEO is one of the many new components at the forefront of this shift. As AI continues to reshape how students interact with institutions and search for information, GEO will become an instrumental tool for delivering personalized, real-time information to meet their expectations.
Traditional SEO will still play a vital role in ensuring your institution is discoverable, but GEO takes things further by extracting and tailoring relevant content to meet the specific needs of each user, creating dynamic, intent-driven engagement. With more students using generative AI tools to guide their enrollment journey, institutions must embrace strategies that reflect this new reality.
Looking ahead, AI-powered SEO strategies will empower higher education marketers to create adaptive content that speaks directly to individual student goals and behaviors. These tools will also make it possible to deliver faster, more relevant information across platforms, often surfacing answers before a student ever clicks a link. With deeper access to behavioral data and user intent, marketers can refine messaging in real time, ensuring they’re reaching the right students with the right information at the right moment in their decision-making journey.
Unlocking the Power of GEO with EducationDynamics
As the digital landscape continues to shift, it can be challenging for institutions to keep pace with rapid change—especially when it comes to reaching the demands of today’s students. GEO empowers institutions to transform their digital engagement strategies, moving beyond outdated tactics to cultivate meaningful connections with the Modern Learner.
As a leading provider of higher education marketing solutions, EducationDynamics specializes in helping colleges and universities stay ahead. Our team brings deep expertise in foundational SEO and is actively embracing the next wave of digital strategy through Generative Engine Optimization (GEO). We understand what it takes to create meaningful engagement in a competitive enrollment environment and we’re here to help you do just that.
Connect with us to discover how we can support your team in building personalized digital strategies—whether it’s laying the groundwork with SEO or embracing innovative approaches like GEO. We’re here to help your institution succeed in today’s ever-changing digital world.
And the Community Eligibility Provision, which reimburses tens of thousands of schools that provide free breakfast and lunch to all students, may tighten its requirements, potentially pushing some 12 million kids out of the program.
These moves come at the same time the House Republican budget plan calls for deep cuts to the Supplemental Nutrition Assistance Program, or SNAP. The program fed more than 42 million low-income people per month nationwide in 2023. In 2022, 40% were younger than 18.
This recent shift reflects a stark reversal of earlier, nationwide efforts to keep families fed during the pandemic. Many districts, such as Baltimore, organized grab-and-go meals sites days after schools were shuttered in March 2020 with no identification or personal information required. Those initiatives led to the nation’s food insecurity rate dropping to a 20-year low when it reached 10.2% in 2021, down from a 14.9% high a decade earlier, according to the USDA.
It has since crept back up to 13.5% and now, five years after schools utilized USDA waivers to deliver meals in innovative ways, they are bracing for what could be massive cuts from the federal government.
Latoya Roberson, manager at Mergenthaler Vocational-Technical High School in Baltimore (Baltimore City Public Schools)
Elizabeth A. Marchetta, executive director of food and nutrition services for Baltimore City Public Schools, said 31 campuses — serving 19,000 children — would lose out on free breakfast and lunch if the Community Eligibility Provision changes go through. They are among 393 schools and 251,318 children statewide who would be shut out.
“It would be devastating,” Marchetta said. “These are critical funds. If we are not being reimbursed for all of the meals we’re serving … the money has to come from somewhere else in the school district, so that is really not great.”
Map: Eamonn Fitzmaurice/The 74, Data:Food Research & Action Cen
Nearly 48,000 schools in more than 7,700 districts benefited from the Community Eligibility Provision in the 2023-24 school year. The program reimburses schools that provide universal free meals based on the percentage of their students who automatically qualify for free and reduced-price lunch because their families receive other types of assistance, like SNAP.
In 2023, after the COVID-era policy ended where any student could receive a free school meal regardless of income, President Biden lowered the percentage of high-need students required for a school to qualify from 40% to 25%, greatly expanding participation.
House GOP Budget Committee Chairman Jodey Arrington now seeks to raise the rate to 60%. The budget proposal would also require all students applying for free and reduced-price meals to submit documentation verifying their family income.
School meal debt, a barometer of food insecurity among students, is already on the rise. It will almost certainly increase if universal school meals disappear for students whose families make too much to qualify for free and reduced-price lunch but too little to afford to buy meals at school. At the same time, kids who are eligible for free and reduced-price meals could lose that benefit if the required paperwork becomes harder.
In the fall of 2023, across 808 school districts, the median amount of school meal debt was $5,495. By the fall of 2024, that amount reached $6,900 across 766 districts, a 25% increase, according to the School Nutrition Association.
It was just $2,000 a decade earlier. A trio of Democratic senators is pushing to erase the $262 million annual debt total, with Pennsylvania Sen. John Fetterman saying in 2023, “‘School lunch debt’ is a term so absurd that it shouldn’t even exist. That’s why I’m proud to introduce this bill to cancel the nation’s student meal debt and stop humiliating kids and penalizing hunger.”
Research shows students benefit mightily from free meals: those who attend schools that adopted the Community Eligibility Provision saw lower rates of obesity compared to those who did not. Free in-school meals are also credited for boosting attendance among low-income children, improving classroom behavior and lowering suspensions.
Joel Berg, CEO of Hunger Free America.
Joel Berg, the CEO of Hunger Free America, said further cuts will greatly harm the poorest students.
“Over the last few years, things have gone from bad to worse,” he said. “We were all raised seeing Frank Capra movies, where, in the end everything works out. But that’s not how the real world works. In the real world, when the economy gets a cold, poor people get cancer.”
Hunger Free America found the number of Americans who didn’t have enough to eat over two one-week periods increased by 55.2% between August-September 2021 and August-September 2024. The states with the highest rates of food insecure children were Texas at 23.8%, Oklahoma at 23.2% and Nebraska at 22.6%. Georgia and Arkansas both came in at 22.4%.
Diane Pratt-Heavner, director of media relations for the School Nutrition Association, said that as families struggle with the high cost of groceries, the government should be doing more — not less — to bolster school meals and other food aid programs.
“We’re urging Congress not only to protect the federal Community Eligibility Provision, but to expand it,” Pratt-Heavner said. “Ideally, all students should have access to free school breakfast and lunch as part of their education.”
SNAP benefits stood at $4.80 per person per day through 2020 before jumping to more than $6 per person per day after they were adjusted for rising food and other costs. Even then, the higher amount was not enough to cover the cost of a moderately priced meal in most locations.
Republicans in Congress seek to cut the program by $230 billion over the next nine years, possibly by returning to the pre-pandemic allotment of $4.80 and/or expanding work-related requirements, said Salaam Bhatti, SNAP director at the Food Research & Action Center.
Another possibility, he said, is that SNAP costs could be pushed onto states — including those that can’t afford them.
“This would be an unfunded mandate,” Bhatti said. “States would have to take away from their discretionary spending to offset the cost and if it is not a mandate, then states in rural America and in the South that don’t have the budgets just won’t do it.”
Food-related funding decreases come as the child tax credit, created to help parents offset the cost of raising children, is also facing uncertainty, said Megan Curran, the director of policy at the Center on Poverty and Social Policy at Columbia University.
The American Rescue Plan increased the amount of the child tax credit from $2,000 to $3,600 for qualifying children under age 6, and $3,000 for those under age 18. Many taxpayers received monthly advance payments in the second half of 2021, instead of waiting until tax filing season to receive the full benefits. The move cut child poverty nearly in half. The expanded child tax credit was allowed to lapse post-pandemic and now even the $2,000 credit could revert back to just $1,000.
All food-related and tax benefit cuts — plus the unknowns of Trump-era tariffs — will leave some Americans particularly vulnerable, Curran said.
“It’s shaping up to be a very precarious time for families,” she said, “especially families with children.”
