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

E A Greene1, A S Griffin, J Whittle

  • 1Department of Animal Science, University of Vermont, Burlington, Vermont 05405, USA. betsy.greene@uvm.edu

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Summary

HorseQuest (HQ) enhances equine education delivery through optimized online resources and YouTube content. This strategy significantly increased website visits and page views, expanding its global reach.

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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.