From SEO to AEO: Optimising for AI-led Search
Is your organic traffic dropping while zero-click results rise? Learn how to adapt your SEO strategy for AI-led search experiences in Google, ChatGPT, and Perplexity with this live, instructor-led course.
Book this courseCourse Overview
1 day course
Certificate of Attendance
In-person, Live Online, Private
Learn how to evolve from SEO to AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation) by building content that’s ready for an AI-first world.
With AI-led platforms like Google AI Mode, AI Overviews, ChatGPT and Perplexity surfacing answers instead of blue links, traditional SEO tactics are losing impact. To remain visible, brands must adapt their strategies for entity-driven, summarised, and machine-readable content that AI engines prefer to cite.
This course gives digital marketers, SEOs and content leads the skills to measure AI visibility, create content built for summarisation, and extend influence beyond their own website.
Our From SEO to AEO: Optimising for AI-led Search course is available as a scheduled session at our training centre in The Shard, London, or live online. We also offer it as a private course, delivered virtually, at your offices, ours, or any location that works best for you, whether in the UK or internationally.
What you'll learn
By the end of this course, you will be able to:
Increase your brand’s presence across answer engines like ChatGPT, Perplexity, and Google AI Overviews
Structure content for LLMs, focussing on readability, chunking and entity rich phrasing
Prioritise technical AEO/GEO enhancements including Schema, markdown, and LLMs.txt
Explain how AI engines work including Retrieval Augmented Generation (RAG) and query fan-out processes
Leverage AI workflows to plan and formulate copy and content
Identify the sites and content platforms which influence AI led search and build strategies to earn mentions and citations
Course agenda
Introduction
- What are AEO & GEO vs AI SEO?
- The evolution of SEO
- Overview of factors influencing AEO/GEO
Emerging Search Behaviours
- The new search landscape
- Google vs ChatGPT
- What's coming next in Search
Measurement for AI Search
- Changing measurement metrics
- Measuring AI traffic in Google Analytics
- Tools for LLM measurement
How LLM Led Search Works
- Classic vs Generative information retrieval
- Retrieval Augmented Generation (RAG)
- Query fan-out
- Vector embeddings and cosine similarity
- Personalisation in AI engines
Content Strategy & Optimisation
- Research for AEO/GEO
- Researching fan-out queries
- Content structure for AI retrieval
- Multi-modal content
- Information gain
Technical Considerations
- AI accessibility and processing
- Handling JavaScript
- Markdown files & llms.txt
- Semantic markup
- Structured data
External Validation & Citation
- What sources to LLMs lean on?
- Social media and online communities
- Citations and trusted sources
Please note
- This is a fast-moving area of marketing, so the course agenda is subject to change at short notice to ensure it meets evolving best practice.
Who it's for
This course is perfect for:
- SEO managers, digital marketing professionals, content strategists, and freelancers with existing SEO knowledge who want to understand and leverage AI-led search
- Agencies and marketing leaders looking to future-proof their service offerings or in-house strategies
Prerequisites
This is an intermediate to advanced course. Learners should be familiar with traditional SEO concepts such as keyword research, meta tags, keyword targeting, and crawl visibility. Beginners should consider starting with our Introduction to SEO course or our SEO Copywriting & Content Strategy course.
Next Steps
Looking to strengthen your brand's authority across platforms? Our Mastering Social Media Content Creation course is a great complement, helping you boost visibility in spaces that feed LLMs. Or for a deeper look into strategic planning, explore our Social Media Strategy course.
BOOK THIS COURSE
Enquire for a team or large group
For private sessions call our sales team
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