AI Search Optimisation and GEO Training Course

AI search is changing how people discover, compare information and choose products and services.

This private course helps marketing teams understand how AI-generated answers find, retrieve and cite online sources.

We’ll examine platforms including ChatGPT Search, Google AI Overviews and AI Mode, Gemini, Perplexity and Microsoft Copilot.

You may hear this work described as AI SEO, Generative Engine Optimisation (GEO), Answer Engine Optimisation or LLM optimisation. The terminology is still developing, so this course concentrates on practical principles that apply across different platforms.

We’ll use examples from your own website wherever possible.

You’ll learn how technical details, content quality, brand clarity, authority, evidence and external mentions can affect AI search visibility.

This session lasts around four to five hours and can be delivered one-to-one or to groups pretty much anywhere in the UK. Online sessions are also available.

I deliver informal and interactive training, using live examples and make the course content relate to you and your business or agency.

AI Search Optimisation Course Outline

How AI search finds and selects sources

Understand how AI search platforms retrieve information, combine material from different sources and generate answers. We’ll examine how this differs from a conventional search results page and why the sources shown can vary between platforms and prompts.

Crawlers and technical access

Learn how AI search crawlers access your website and how robots.txt, indexing instructions, canonical URLs and technical problems can affect discoverability. We’ll check whether important content is accessible to the relevant search engines and AI platforms.

Making your organisation easy to understand

AI systems need to understand who you are, what you offer and why your organisation is relevant to a particular question. We’ll examine how clearly your website communicates your services, people, locations, experience and areas of expertise.

Writing clear, AI-friendly content

Learn how clear language, factual accuracy, useful summaries and well-structured explanations can make your content easier for people and AI systems to understand.

We’ll also look at benefits, features and calls to action, helping you communicate persuasively without relying on vague claims or marketing fluff.

Natural-language questions and prompt research

People often use longer, more conversational questions when searching with AI. We’ll identify the types of questions your customers are likely to ask and explore the situations in which AI systems compare businesses, products, services or possible solutions.

Content structure and structured data

Discover how headings, summaries, tables, definitions, internal links and clearly organised paragraphs can make information easier to find and understand. We’ll also look at structured data, when it is useful and why it should support the visible content rather than act as an AI search shortcut.

Creating AI Friendly Content That Gets Cited

We’ll look at how to write clearly, factually and conversationally so your content is used in AI summaries. This section also covers clarity in benefit driven messaging, accessibility and why staying away from marketing fluff matters more than ever. We’ll also Learn how to write benefits, features and calls to action (CTAs) that AI can understand and surface in the overview.

Building content as a knowledge asset

Learn how to create a useful library of content that supports your organisation over time. We’ll explore evergreen guides, knowledge-base articles, frequently asked questions, case studies and other formats that can answer related questions across search and AI platforms.

Brand mentions, links and citations

Examine what we currently know about backlinks, citations, brand mentions, reviews and expert contributions. We’ll look at how trusted third-party sources can reinforce your organisation’s credibility and help AI systems connect your brand with relevant subjects.

Measuring AI visibility and business impact

AI search does not always generate an immediate website visit, so conventional traffic figures only tell part of the story. We’ll look at referral traffic, citations, brand mentions, recurring prompt tests, branded searches, enquiries and conversions.

FAQs

What is AI SEO or Generative Engine Optimisation?

AI SEO and Generative Engine Optimisation, often shortened to GEO, describe the work involved in improving an organisation’s visibility within AI-generated answers. This can include technical access, content quality, brand clarity, authority, mentions and the external sources that discuss your organisation.

What is the difference between this course and my SEO course?

The SEO course focuses primarily on visibility within conventional search results, including technical SEO, keywords, content optimisation and Google Search Console.

This course focuses on how organisations are discovered, understood, mentioned and cited within AI-generated answers. There is some overlap because strong SEO provides much of the foundation for AI search visibility.

Which AI search platforms does the course cover?

We’ll look at platforms including ChatGPT Search, Google AI Overviews and AI Mode and Microsoft Copilot.

These platforms are changing quickly, so the course concentrates on principles and practical techniques that can be applied across different AI search systems.

Can you guarantee that our website will be cited?

No. AI-generated answers can change according to the platform, prompt, location, available sources and when the question is asked. Nobody can guarantee that a particular business or website will be mentioned.

The course will help you understand the factors you can influence, identify weaknesses and make informed improvements to your website and wider online presence.

Do we need technical SEO knowledge?

No. The course can be adapted for beginners, experienced marketers or teams with mixed levels of knowledge.

Technical subjects are explained in practical language. If your team already understands SEO, we can spend more time exploring crawlers, structured data, entities, measurement and other advanced topics.

Is this a course about using ChatGPT to write content?

Not really. The main focus is improving your organisation’s visibility within AI search and generated answers.

We may use AI tools for research, testing prompts and assessing existing content, but the course is not about automatically producing large quantities of AI-written copy.

Can the training be tailored to our website?

Yes. I’ll review your website before the session and use relevant examples during the training.

We can also concentrate on particular services, audiences or areas where you want to improve your visibility.

What should we send you before the training?

Your website address and a short list of your objectives, questions or concerns are usually enough.

It can also be useful to send examples of customer questions, prompts you want to investigate and any AI visibility, Analytics or Search Console reports you already have. You do not need to send passwords or account access before the session.

How can we measure AI search visibility?

AI search visibility cannot be measured using one number. We’ll look at a combination of citations, brand mentions, recurring prompt tests, referral traffic, branded searches, enquiries and conversions.

The most appropriate measurements will depend on your organisation, audience and objectives.

Can the training be delivered online or at our office?

Yes. The course can be delivered online or at your office. Online training can work particularly well for teams based in different locations, while in-house sessions allow us to work together around your own website.

Practical website review and action plan

As much as I can we’ll apply the course topics to your own website and wider online presence.

By the end of the session, you’ll have a prioritised list of technical, content and authority improvements to investigate and implement.