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
Core Foundations
- What GEO/AEO really is (and isn’t): optimising for answers and citations, not just rankings
- How LLM “search” differs from classic retrieval (indexing, RAG, grounding and web mode)
- New success metrics: citation share-of-voice, answer inclusion rate, assistant-driven traffic
Module 1: Modern AI Retrieval & Ranking
- RAG pipeline anatomy: candidate generation → re-ranking → synthesis
- How topical authority maps to embedding coverage and entity consistency
- Re-rankers, cross-attention, recency bias and “lost in the middle” effects
- Where clarity wins vs where breadth matters
Module 2: Measurement – Build Your GEO/AEO Telemetry
- Measurement model: prompts → citations → clicks → conversions
- Using Search Console and Bing Webmaster Tools for synthetic signals
- Citation tracking systems and prompt libraries
- Share-of-voice frameworks by topic and competitor
- Identifying assistant traffic and behavioural patterns
Module 3: Technical Foundations
- Crawlability for AI assistants: robots, sitemaps, canonicals, duplication
- Rendering strategies: SSR vs CSR and performance budgets
- Building citation-ready pages with clean HTML and predictable structure
Module 4: Content Engineering for Citations
- Answer-first sections: TL;DRs, definitions, comparisons and step-by-steps
- Entity-first writing and disambiguation
- Query fan-out planning from seed topics
- “Quote shaping”: sentences designed to survive extraction
- Content refresh strategies: update, fork or consolidate
Module 5: Competitive GEO – Win the Synthesis Layer
- Competitor citation archetypes
- Topic cluster strategies: breadth vs depth vs primary data
- Brand narrative control and credibility surfaces
- Digital PR for AI: what gets repeatedly cited
Module 6: Hands-on Lab – Build Your GEO/AEO Playbook
- Select a brand, competitors and money topic
- Run a live audit and gap analysis
- Build a 30–100 prompt tracking pack
- Create share-of-voice snapshot and priority roadmap
- Draft three “citation magnets”
Module 7: Experiments & Iteration
- Testing frameworks and evaluation models
- What to test: formats, tables, author signals, definitions
- Guardrails for trust and hallucination risk
- Reporting cadence and iteration cycles
Module 8: Ops, Governance & Scaling
- SOPs for teams and junior staff
- Dashboards and prompt catalog systems
- Stakeholder communication and ROI mapping
Take-home Deliverables
- GEO/AEO audit checklist
- Prompt tracking templates
- Citation share-of-voice model
- 90-day roadmap: quick wins → compounding wins → long-term moats
What's included in your ticket?
Book onto the in-person training course and you will get:
- A full day's training on your chosen topic the day before the main conference
- Lunch included on your training day
- Full access to brightonSEO
- Bag of merch
- Video bundle to stream all the conference talks post event
- Access to conference networking events and activities
