If you’ve been helping your teen prepare for college, chances are your Google search history looks a lot like most parents’ right now. From the cost of college to the turbulence around the 2024–25 FAFSA rollout, certain topics are spiking in search because families want clarity fast.
Here’s a roundup of the top college-related searches (and why). More importantly, you’ll find what you can do to get ahead of the stress and support your student confidently.
1. “How much will college really cost?”
For many families, cost is the first and biggest question. Tuition increases at both public and private colleges continue to make headlines, and parents understandably want to know how to translate a college’s sticker price into real numbers.
What’s driving the trend:
- Annual tuition increases
- Confusion between sticker price vs. net price
- Uncertainty around merit aid and scholarships
What parents should do:
- Use each college’s Net Price Calculator early, ideally before your student applies.
- Understand that grants and merit scholarships can significantly lower the advertised price.
- Compare not just tuition but also housing, fees, and travel.
Quick tip: Build a simple spreadsheet and plug in each school’s estimated net price so you can compare apples to apples.
2. “Why is the FAFSA so confusing this year?”
Parents are still feeling the fallout of the delayed and glitch-heavy FAFSA launch. Even though the form is streamlined, new terms like SAI (Student Aid Index) and revised asset rules have left families searching for help.
What’s driving the trend:
- New calculation rules
- Confusing terminology
- Portal errors earlier in the cycle
- Concern about how assets (especially 529s) are counted
What parents should do:
- Gather needed documents ahead of time: tax returns, W-2s, bank info, and 529 balances.
- Create your FSA ID before you begin the form.
- List all potential colleges, even if your teen isn’t 100% sure.
- Submit early to avoid bottlenecks.
Quick tip: Don’t assume you “won’t qualify.” Many families earn six figures and still receive aid.
3. “What do colleges want on the Common App?”
The Common App continues to be one of the most searched college-related terms every fall. Parents want to understand timelines, requirements, and how involved they should be in the process.
What’s driving the trend:
- Rising number of applications
- Increased use of Early Action
- Supplement essays becoming more important
- Parent frustrations: deadlines, organization, recommendations
What parents should do:
- Encourage your teen to start early, especially on school-specific supplement essays.
- Create a shared calendar with application, testing, and scholarship deadlines.
- Stay in the role of guide, not ghostwriter.
Quick tip: Many colleges track demonstrated interest. Opening emails and signing up for info sessions can help.
4. “Should we start a 529 plan now?”
More parents are searching about 529 plans than ever, partly because of updated rules allowing unused funds to roll into a Roth IRA for the beneficiary under certain conditions.
What’s driving the trend:
- New rollover allowances
- Confusion about contribution limits
- Concerns over how 529s affect financial aid
- Parents trying to switch from short-term savings to long-term planning
What parents should do:
- Remember that parent-owned 529 assets have only a small impact on FAFSA calculations.
- Even starting a 529 during a teen’s junior or senior year can offer tax advantages.
- Check plan fees; some state plans cost significantly less than others.
Quick tip: Anyone (grandparents, relatives, even friends) can contribute to a 529 plan.
5. “Is college still worth it?”
With costs rising, parents want reassurance that the investment leads to long-term financial payoff.
What’s driving the trend:
- Headlines about student debt
- Variability in salaries by major
- Increased interest in trade programs, apprenticeships, and community college pathways
What parents should do:
- Focus on outcomes, not brand names: graduation rates, average salaries, internship access, alumni networks.
- Compare the ROI of majors at different schools because it can vary more than you’d think.
- Introduce your teen to alternatives like 2+2 programs (community college → university).
Quick tip: For many students, choosing the right major matters more than choosing the most expensive school.
The Bottom Line: Parents Want Clarity, Not Just Information
These trending topics tell us one thing: families are trying to make thoughtful, financially responsible decisions, but the higher-ed landscape isn’t getting simpler.
Your best approach?
- Start early.
- Ask colleges direct questions.
- Use the tools available (NPCs, scholarship search engines, FAFSA help resources).
- Focus on value, not prestige.
And most importantly: you don’t have to figure it all out alone.