Why choose this course?
Search is changing fast. AI-powered engines no longer just retrieve webpages, they synthesize answers from multiple sources, platforms, and content types. Traditional SEO alone isn’t enough to stay visible.
This course gives you a practical, strategic framework for Generative Engine Optimization (GEO), helping your brand show up in AI-generated answers across tools like ChatGPT, Gemini, Perplexity, and beyond. You’ll learn how LLMs source information, what they trust, and how to influence those systems ethically and at scale.
Rather than speculation or theory, the day is grounded in real examples, live frameworks, and repeatable processes you can apply immediately. You’ll leave with a clear GEO strategy, realistic measurement models, and a roadmap for integrating GEO into your existing SEO and content efforts.
Who should attend this course?
This course is best suited to experienced marketers who want to stay ahead of the next evolution of search.
It’s ideal if you are:
- An SEO, content, or digital strategy lead responsible for organic visibility
- A senior marketer or growth professional planning for AI-driven search disruption
- Working in competitive B2B or B2C markets where recommendations matter
- Already comfortable with SEO fundamentals and looking beyond rankings and links
This is not a beginner SEO course, it’s designed for practitioners ready to adapt to how search and discovery actually work today.
Course content
By the end of this course, you’ll understand how AI engines decide what gets recommended and you’ll have the tools and strategy to make sure your brand is part of that conversation.
Understanding Generative Engine Optimization (GEO)
- What GEO is and how it differs from traditional SEO (retrieval vs. synthesis)
- Why brands must adapt as AI engines replace blue-link results with generated answers
- How the “query fan-out” process works and why it creates a huge long-tail opportunity
- The content types that perform best in AI systems, including multimodal assets, first-party data, and interactive tools
Moving beyond links: the growing importance of mentions, co-citation, and authority signals
Measuring GEO performance
- How to identify and track high-value prompts that matter to your business
- Branded vs. product-led prompt tracking and what “ranking” means in AI results
- The Compass vs. GPS approach: using directional data instead of false precision
- Building realistic GEO ROI models by correlating visibility with lead and demand signals
Understanding input metrics (content, reviews, mentions) vs. output metrics (citations, sentiment, inclusion)
Building a GEO strategy
- Identifying your source universe — the platforms and domains LLMs rely on in your industry
- Mapping “Best X” and comparison-driven queries that influence purchasing decisions
- Leveraging credibility signals across affiliates, review sites, marketplaces, and listicles
- Programmatic GEO: using AI to create scalable, long-tail content aligned to LLM query patterns
Integrating GEO into existing SEO, PR, and content workflows
GEO in action: real-world examples
- How brands win visibility on Reddit through AMAs, branded subreddits, and search-led discussion content
- Affiliate and review strategies that secure top placement in AI citations
- Using YouTube as an LLM source through “best of” content and metadata optimisation
GEO playbooks for B2B vs. B2C — from high-ticket SaaS to consumer products
What's included in your ticket?
Book onto this training course and you will get:
- A full day's training on your chosen topic on Monday, September 14
- Breakfast & Lunch included on your training day
- Full access to brightonSEO and Hero Conf conferences and all the talks on Tuesday 15 & Wednesday 16 September, 2026
- Bag of merch
- Drinks reception invitation
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Please note: Course content is subject to change.
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.
