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Course Overview

  • icon1 day course
  • iconCertificate of Attendance
  • iconIn-person, Live Online, Private
    info-icon

Search is moving from ranked links towards generated answers, changing where and how brands earn visibility. Learn to adapt your SEO strategy for AI-led discovery without abandoning proven search fundamentals.

On this course, you’ll learn to structure content for large language models, apply technical improvements such as schema markup, and measure performance. We’ll also examine how content, brand mentions and visibility beyond your website can influence AI-generated search responses.

Through practical activities, you’ll research the fan-out queries generated by AI search, assess content for retrieval and develop clearer, citation-ready copy. You’ll leave with practical methods you can apply across your website and wider digital presence.

Attend in person at our training centre in The Shard, London, or live online from anywhere in the UK. Private sessions are also available, delivered virtually or at your workplace in the UK or internationally.

What you'll learn

By the end of this course, you will be able to:

  • Explain how AI-led search uses query fan-out, Retrieval Augmented Generation and vector-based retrieval to formulate answers
  • Research the wider questions and intents that AI engines may explore when responding to a user
  • Prioritise technical AEO and GEO improvements, including semantic markup, structured data, Markdown and llms.txt
  • Measure brand visibility and referral traffic from platforms including Google AI Overviews, ChatGPT and Perplexity
  • Structure content using clear passages, relevant entities and concise answers that support retrieval and citation
  • Develop strategies for earning authoritative brand mentions and citations across websites, communities and social platforms

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 and specialists adapting their organic search strategy for AI-led discovery
  • Content strategists, copywriters and digital marketers with existing SEO knowledge
  • Agency leads and consultants building AEO/GEO capability into their client offering

Prerequisites

This is an intermediate to advanced course. You should already be familiar with core SEO concepts such as keyword research, metadata, on-page optimisation and crawlability. If you are newer to SEO, we recommend starting with our Introduction to SEOor SEO Copywriting & Content Strategy course.

Next Steps

Want to build authority beyond your own site? Our Mastering Social Media Content Creation course helps you show up in the platforms that feed LLM answers. For a broader look at planning, our Social Media Strategy course will help you to craft a full Social Media plan.

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Book two seats on the same session, the second at half price

  • From SEO to AEO: Optimising for AI-led Search

    10:00am – 5:00pm
    In-person at The Shard, London
    £499 per personex VAT

  • From SEO to AEO: Optimising for AI-led Search

    10:00am – 5:00pm
    Live Online
    £499 per personex VAT

  • From SEO to AEO: Optimising for AI-led Search

    10:00am – 5:00pm
    In-person at The Shard, London
    £499 per personex VAT

  • From SEO to AEO: Optimising for AI-led Search

    10:00am – 5:00pm
    Live Online
    £499 per personex VAT

  • From SEO to AEO: Optimising for AI-led Search

    10:00am – 5:00pm
    In-person at The Shard, London
    £499 per personex VAT

Frequently Asked Questions

Feefo
5 / 5

Independent Service Rating based on 4 verified reviews

Reviews

From SEO to AEO: Optimising for AI-led Search

The course is informative, easy to follow, and excellently presented. I'd highly recommend From SEO to AEO for anyone looking to keep their website ranking and widely visible on Google and other platforms.

5 / 5

Rachel

From SEO to AEO: Optimising for AI-led Search

I would recommend this course. It's very informative, not just about AI optimization (which is still speculative) but also general optimization for the accessibility and scannability of online content. Our host Chris was excellent, very well informed and answering questions patiently.

5 / 5

Anonymous

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