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Course Summary

Traditional SEO is no longer the only route to online visibility. Increasingly, people are asking questions directly to AI-powered search tools such as ChatGPT, Claude, Google Gemini and others. These tools don’t simply rank pages, they curate information, cite sources and offer recommendations that they consider to be authoritative, trustworthy and easy to understand.

Our Introduction to Generative Engine Optimisation (GEO) online training course provides a practical introduction to improving visibility within AI-powered search and answer engines. Explore how AI platforms discover, evaluate and reference information, and learn how to increase the likelihood of your organisation’s content being surfaced, referenced and cited in AI-generated responses.

Through demonstrations, practical exercises and real-life examples, understand how AI search differs from traditional search, what makes content more valuable to AI systems, and how to adapt your content strategy to improve visibility in AI-generated results.

This course places particular emphasis on practical actions that public sector and not-for-profit organisations can implement immediately, without requiring significant technical expertise.

Trainers

René Power

Expert Trainer

Who should attend

This course is ideal for marketing, communications and digital professionals working within the private and public sector, and not-for-profit organisations, seeking to introduce GEO best practice into their organisation.

Online Training

Participate in live training online
Group work and practical scenarios
Course materials

Just want to say today has been brilliant, I've learn so much and can't wait to share with my team and start putting some of the stuff I've learnt into practice
Megan Ireland, Leeds Trinity University

Today's workshop was incredibly helpful; both in terms of the content provided and issues discussed throughout the session and the breakout groups.
Jacqueline, Ulster-Scots Agency

Seamless session with a really good mix of info, chat rooms and general discussion.
Mat Reaney, Rail Accident Investigation Branch

Course Outcomes

Understand the fundamentals of Generative Engine Optimisation (GEO) and its role in AI-powered search
Recognise how AI platforms such as ChatGPT, Claude and Google Gemini discover, evaluate and reference content
Apply practical techniques to create AI-friendly content that improves visibility, credibility and the likelihood of being cited in AI-generated responses
Develop a practical action plan to improve your organisation’s visibility and authority across AI-powered search and generative platforms

Agenda

10:00 - 10:10

Course Introduction

René Power

Expert Trainer

10:10 - 10:30

The Rise of AI Search

How search behaviour is changing
Search engines versus answer engines
E-E-A-T
GEO, SEO and Answer Engine Optimisation (AEO)
How AI-generated answers are created
Why organisations should care, even if website traffic falls
What success looks like in an AI-first world

Delegates will take part in an interactive session where they will compare how ChatGPT, Claude and Google Gemini answer the same question

10:30 - 11:30

How AI Finds, Evaluates and References Content - Understand What Influences Whether Content is Found by AI Platforms

How LLMs access information
Training data versus live web retrieval
Retrieval-Augmented Generation (RAG)
Citations, references and attribution
Authority, expertise and trust signals
The importance of entities, reputation and consensus
Why some organisations appear consistently while others do not

Delegates will evaluate several AI responses and identify: Which organisations are cited, why those sources were chosen and what content characteristics made them suitable

11:30 - 11:45

Morning Break

11:45 - 12:30

Creating Content that AI Wants to Use

Creating answer-first content
FAQs and knowledge content
Topic clusters and pillar content
Internal linking for AI understanding
Using headings, schema and structure effectively
Demonstrating E-E-A-T

Learn to create a prompt/agent and rewrite an existing webpage to make it more GEO-friendly

12:30 - 13:15

Lunch

13:15 - 13:45

Practical GEO Techniques

Optimising webpages incl. main pages, blog content, case studies, news articles
Reports and publications
Images and multimedia
Making existing content work harder
Understand common mistakes that reduce AI visibility

Create a GEO checklist of your own and identify areas to make 3-5 quick improvements

13:45 - 14:15

Measuring Success and Developing a GEO Strategy

GEO versus traditional SEO metrics
Measuring citations and AI visibility
Monitoring AI-generated responses
Understanding branded mentions
Identifying high-value content opportunities
Integrating GEO into existing content planning
Governance considerations for public sector organisations

Create a prioritised GEO action plan based on your notes to date

14:15 - 14:45

Workshop, Discussion and Next Steps

GEO review checklist
Questions and discussion
Individual action planning
Useful tools and resources
Future developments in AI search

14:45 - 15:15

Final Q&A, Wrap-Up, Feedback and Additional Resources

15:15

Close of Course

René Power

Expert Trainer

CPD

This course is CPD Certified.

Contribute 5.5 hours towards your Continuing Professional Development (CPD) and receive a certificate of attendance.

In-house Training

This course can also be offered as in-house team training. Find out more about our tailored training solutions by contacting us at [email protected]

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Introduction to Generative Engine Optimisation (GEO)

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Course Summary

Course Outcomes

Agenda