Who should attend this course?

If you're new to Generative Engine Optimisation (GEO) and/or looking to build a stronger understanding of how AI is reshaping search, this course is designed for you.

It's ideal for marketers, SEO professionals, content creators, brand strategists, founders, and digital teams who want to understand how AI assistants and large language models discover, interpret, and recommend brands. No prior GEO experience is required, just a curiosity about the future of search and a desire to stay ahead of the curve.

You'll leave with a clear understanding of the fundamentals, practical frameworks you can apply immediately, and the confidence to navigate the rapidly evolving world of AI-powered discovery.

What you'll learn

Understand how search is evolving in the age of AI and how brands can stay visible.

In this course, you'll learn:

• The fundamentals of GEO and AI-powered search
• The metrics and methods shaping the future of discovery
• The Machine Gaze: how LLMs read, interpret, and recommend brands
• How to make sense of LLM prompt tracking data
• The impact of Agentic AI on search and customer journeys
• Technical branding strategies for improving AI visibility

By the end, you'll have a practical framework for increasing your brand's presence across AI search and generative platforms.

Module 1: Search, metrics, methods are changing

Problem solved: You know how to rank, but the skills that got you here don't automatically transfer to a system that retrieves, synthesizes, and cites rather than lists.

Topics:

1. How LLMs generate responses vs how Google returns results
2. The GEO vs SEO distinction: what transfers, what doesn't, what's new
3. Which AI search is changing user and customer behavior
4. The vocabulary shift: from ranking signals to retrieval signals

Module 2: The Machine Gaze: How AI Reads Content and Narrates Brands

Problem solved: You've been optimizing content for humans and crawlers but LLMs process language differently, and most well-optimized pages still fail the machine comprehension test.

Topics:

1. Vector search intro: why named entities outperform keyword-optimized phrases in AI retrieval
2. You have to manage 4 brand layers in LLMs: your known brand, your latent brand, your shadow brand and the AI-narrated brand
3. Content extractability: best practices to make sure LLMs can lift your content from the page to compose an answer with it
4. Common copy failures: Live content rewrite exercise: applying extractability and anchorability to a real page
5. Multimodal search: how AI processes images, video and audio to provide answers. Best practices for image and video optimization since YouTube is very present in sources.
   

Module 3: Making sense of your LLM prompt tracking data

Problem solved: You have no visibility into how AI engines currently represent your brand or your clients' brands and standard SEO audit tools don't show you that gap.

Topics:

1. Running a structured diagnostic prompt audit on brand, product, or service content
2. Interpreting the data properly
3. Focusing on the right metrics
4. Prioritization framework: what to fix first based on effort vs impact
5. Tools overview: what's actually useful in your dashboard
6. Basic best practices: check sources, understand your priority fixes

Module 4: Agentic AI & Technical Branding

Problem solved: You can diagnose GEO gaps but don't yet have a structured process for fixing them, prioritizing them, or explaining them to stakeholders and you need to leave today able to act.

Topics:

1. Agentic readiness orientation: what it means that AI agents now book, buy, and convert on behalf of users
2. Technical branding: how to position SEO knowledge as complimentary to branding efforts to win at GEO
3. Stakeholder framing: how to present GEO gaps and get the budget approved

Take-home deliverables:

1. GEO readiness checklist (content audit version)
2. Rewrite framework: 5-point utility check applied to web copy
3. Priority action grid: effort vs impact
4. Brand Control Quadrant self-assessment (one-pager)

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

We may cancel courses which don't have enough enrolments, and if so we’ll let you know and give you the opportunity to swap to an alternative course or have a refund.