> Your library stats should tell the tale of how folks are getting there.

FWIW our Google Analytics stats indicate search being the primary vehicle:
45.9% Google
12.0% LMS (Moodle)
6.6% university management school subsite
4.3% OPAC
3.9% university main site
3.6% university education school subsite
2.6% university single signon
2.3% discovery layer (Summon)
2.0% Facebook

I hadn't looked before (the website's not under my jurisdiction) and
it's different to what I had expected...

David