Let's face it - most colleges and universities serve similar fare. In addition to programmatic similarity (Online MBA, Liberal Arts, Nursing), even the benefits and values that many institutions boast about (such as "small class sizes") are not exactly unique to a small handful of schools. Unless you're one of those elite institutions (you know who you are), you might not get noticed when someone does a Google search for "private college California Liberal Arts." In fact, St. Katherine College was the first institution that I could find in the organic search results when searching for that keyword combination. The result appeared on page 5, far past when many give up searching, especially when bombarded with all of the paid advertisements on the first page.