Name: Advanced GEO & AI Optimisation
Price: 500

Advanced GEO & AI Optimisation

If your brand isn’t showing up in AI-generated answers, you’re already losing visibility where decisions are being made. This course shows you how to become a trusted source that AI assistants cite, recommend, and rely on. Turning your content into a consistent driver of traffic, authority, and growth. Whether you’re evolving beyond traditional SEO or building for an AI-first future, you’ll leave with practical, proven strategies you can apply immediately.

Charlie Norledge

Head of Technical SEO at Impression

Courses: 01

Charlie is Head of Technical SEO Specialist at Impression, based in Nottingham, with over 9 years of experience in the industry. He began his career as a web developer, gaining an excellent technical background which he’s been able to successfully apply to a large range of clients. His speciality lies in technical SEO, specifically in solving crawling and indexation problems, which is where he spends most of his time trying to maximise his clients’ search presence.

Petar Jovetic

Organic Director at Impression

Courses: 01

Petar is the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, he has worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. He has work closely with his team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with their clients. He also works within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.

Who should attend this course?

This course is designed for anyone responsible for growing visibility, traffic and influence in AI-powered search and discovery environments.

Ideal for:

SEO professionals expanding beyond Google-only playbooks
Growth marketers and performance teams exploring new discovery channels
Content strategists, writers and editors publishing at scale
Technical SEOs and developers managing site health and structure
Product managers working on search features or AI integrations
Agencies and consultants offering modern GEO and AEO services
Founders and brand owners preparing for an AI-dominant future

If your brand wants stronger presence in AI-generated answers, citations, and assistant-led sessions, this course is built for you.

Why choose this course?

AI assistants are now a major part of the global discovery ecosystem. ChatGPT alone receives billions of questions every day, and platforms like Gemini, Perplexity and Claude are rapidly becoming primary research and decision-making tools across all industries.

In this new environment, grounding and web search play a critical role. Large language models use grounding to verify information, reduce hallucinations and select trusted sources. This means your website structure, content clarity and entity consistency directly influence whether AI assistants choose your brand as a reliable answer.

Although AI search is new, strong SEO fundamentals are still essential. Proper crawling, structured content, internal linking, clean HTML, clear headings, strong semantics and comprehensive topic coverage remain the foundation of visibility, they are simply being applied in a new way.

In this advanced, practical course, you will learn:

How ChatGPT, Gemini and Perplexity retrieve, verify and quote website content
How grounding, retrieval and re-ranking systems affect visibility
How to create content that is consistently used in AI-generated answers
How to apply SEO fundamentals in an AI-first world
How to measure AI visibility using prompt tracking and share-of-voice models
How to build high-performing glossary hubs, comparisons, TL;DR blocks and definition sections
How to structure your site for better indexing and reliable data extraction

The course includes real examples, case studies and experiments from real brands, with space for questions and live project discussion.

You will leave with a clear, actionable list of tasks you can implement immediately, including technical improvements, content upgrades and AI visibility checks.

By the end of the course, you will understand how to make your brand more visible in AI search, how to create content assistants trust, and how to build sustainable GEO and AEO frameworks for long-term performance.

Course Content

Section 1: GEO Foundations

Explore the evolution of search and understand the core mechanics of Large Language Models (LLMs)
Learn how vector-based search works and how it differs from lexical search
Learn how Retrieval-Augmented Generation (RAG) works and why it’s used by LLMs

Section 2: Understanding Prompts

Analyse multi-turn chatbot conversations to map user intent across different stages of awareness
Discover and categorise relevant AI prompts as part of your holistic GEO strategy
Go beyond synthetic prompts, mining Google Search Console to discover real language opportunities

Section 3: Technical Optimisations

How to optimise your website to ensure it is fully accessible, renderable, and fast for AI agents.
Why using log file analysis will help you monitor AI bot crawl behavior, plug data gaps and identify cited content
Understand how AI bots differ from traditional search crawlers, particularly regarding their struggle with JavaScript

Section 4: Content Engineering

Discuss what optimisations are genuine, and which are repackaged SEO tactics
How to create "non-commodity" content that offers a genuine market and informational gain
What structural and content features are available to make your content semantically clearer

Section 5: Omnichannel Amplification

How to implement specific strategies to amplify your newly engineered content across digital channels
Collaborate cross-functionally with PR teams to surface newsworthy data and build earning links
Increase your content's reach to influence brand awarenessand drive referrals

Section 6: Measurement

Learn about Impression’s measurement framework and how it unlocks key outputs and outcomes of AI search
How to conduct market analysis to understand how your competitors are performing
An exploration into what first-party data sources are available to uncover GEO performance and their current limitations

Section 7: Controlling Hype With Stakeholders

Learn effective communication strategies to manage stakeholder expectations around AI search capabilities
How to educate wider teams on what optimisations are impactful towards LLM visibility
Focus on what realistically works for your specific brand while being mindful of correlation and causation

What's included in your ticket?

Book onto this training course and you will get:

A full day's training on your chosen topic the day before the conference
Lunch included on your training day
Full access to both days of brightonSEO main conference
Bag of merch
Video bundle to stream all the conference talks post event
Access to conference networking events and activities

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Available Tickets

Brighton October 2026

Wed 07 Oct, 2026 | 10:00 AM - 04:30 PM

£500+vat£900Prices rise 16 July 2026

Book now

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