Development and usage of eXtension's HorseQuest: an online resource

Area of Science:

• Equine Science Education
• Digital Extension Programs
• Online Learning Technologies

Background:

• Traditional equine education delivery faces challenges in scalability and accessibility.
• The eXtension initiative aims to create collaborative online learning communities for various disciplines.
• HorseQuest (HQ) was established as the inaugural Community of Practice within eXtension, focusing on equine topics.

Purpose of the Study:

• To evaluate the effectiveness of search engine optimization (SEO) and online content strategies for equine education.
• To assess the impact of utilizing platforms like YouTube for broader dissemination of equine knowledge.
• To analyze the growth in user engagement and content consumption for an online equine resource.

Main Methods:

• Implementing SEO best practices to enhance discoverability of online equine educational materials.
• Leveraging YouTube for content distribution, including video segments of existing educational materials.
• Analyzing website traffic data, including monthly visits and page views, over a 26-month period post-launch.
• Collaborating with partners for interactive webcasts combining expert presentations with audience engagement.

Main Results:

• HorseQuest resources consistently achieved first-page search engine rankings.
• A statistically significant increase in average monthly visits (approx. 450, P < 0.001) and page views (approx. 373, P = 0.004) was observed over 26 months.
• Content was produced including 12 learning modules, 8 webchats, 21 webcasts, and 572 video segments, demonstrating substantial resource development.

Conclusions:

• The integrated approach of SEO, online content, and social media (YouTube) effectively increased the discoverability and reach of equine educational resources.
• HorseQuest successfully expanded its audience beyond traditional extension programs to a global community of horse enthusiasts.
• The model demonstrates a viable strategy for modernizing and expanding the impact of agricultural and equine extension education.