GoElite at INBOUND 25: AI, Marketing, and Team Bonding

Why We Went

At GoElite, our mission is to help universities and sub-agents recruit a diverse, global community of students. Marketing is at the heart of that mission, and we know the landscape is changing faster than ever. INBOUND 25 promised new frameworks, tools, and perspectives on how AI is reshaping customer experience—and we wanted to make sure we’re bringing those insights back to our clients and partners.

What We Learned

1. AI Is Redefining Search and SEO

One of the most fascinating insights was how AI is changing the search journey itself. Traditionally, websites with the most information capture clicks and drive conversions. Now, the “studying” phase of search is often handled directly by AI summaries—meaning users get their answers without ever clicking through.

This shift has created what many call “zero-click SEO”. Websites may see traffic grow, but actual clicks decline because the AI already answered the question. The implication? Marketing teams can no longer measure success with pageviews and CTR alone. Instead, we need new metrics, diversified engagement across platforms, and campaigns that reach audiences beyond traditional SEO.

2. Branding Makes a Comeback

For years, SEO dominated marketing strategy. But as AI changes how users discover information, branding has re-emerged as a critical driver of trust and differentiation. When students or families see our partners’ names in an AI summary, recognition and credibility matter more than ever.

3. Community and User-Generated Content Gain Weight

AI tools are no longer indexing only static web pages; they increasingly surface community-driven content such as forums, reviews, and peer-to-peer discussions. As a result, community building and authentic user-generated content (UGC) are becoming more influential in how AI evaluates and presents information about brands.

At GoElite, we already manage active student communities across Reddit, WhatsApp, Facebook, and our own online forums. Moving forward, we are investing in ways to collect, publish, and amplify authentic UGC that reflects the real experiences of students. Our GoElite Reward System supports this effort by encouraging students to share feedback and stories about our partner universities—creating a cycle where trusted voices circulate among both current and prospective students.

4. User Behavior Is Already Changing

Even though AI search volume remains smaller than Google SEO, student behavior is already shifting. Many now turn to AI for quick answers. Most websites on Google are now experiencing what INBOUND referred to as the “crocodile effect.” On Google Search Console, this shows up as a graph resembling a crocodile’s jaw—impressions rising like the top jaw, while clicks dip like the bottom. For marketers, this highlights the importance of engaging students across multiple touchpoints. Success today means creating content not only for websites, but also for social media, forums, and diverse content formats. More importantly, it requires going deeper to answer questions competitors overlook and finding unique angles that differentiate your brand while others focus only on the “mainstream.”

In addition, in a landscape saturated with AI agents and templated responses, real human interaction has become a differentiator. That’s why at GoElite we continue to invest in our virtual assistant team in the Philippines, which we have expanded to twice its size compared to last year. This team ensures students receive timely, authentic, and empathetic support—enhanced, but never replaced, by AI tools.

What This Means for Our Partners

For our university clients and sub-agents, these changes reinforce our strategy to:

• Embrace zero-click SEO by focusing on visibility and credibility, not just clicks.

• Invest in branding and reputation-building to stand out in AI-driven search results.

• Cultivate community-driven content that students engage with and trust.

• Diversify outreach across multiple platforms to meet students where they are.

• Keep ethics, transparency, and empathy at the center of every campaign.

Beyond the Sessions: The Team Experience

Of course, the trip wasn’t just about frameworks and notes. Driving up the coast, sharing meals, and exploring San Francisco gave us time to strengthen bonds as a team. That matters—because when we collaborate better internally, we create better results for our partners externally.

Looking Ahead

We left INBOUND 25 inspired and equipped. AI is changing the rules of marketing, but at GoElite, we see it as an opportunity: to innovate, to put branding and trust back at the center, and to help our partners recruit diverse students more effectively than ever.

We’re ready to put these insights into practice—and maybe even start planning our next road trip.