Generative Engine Optimization (GEO) and AI-Driven SEO

This course contains the use of artificial intelligence.

AI is changing how people search — is your content ready to be found?

From ChatGPT and Perplexity to Google's AI Overviews and Microsoft Copilot, the way people discover information, compare brands, and make decisions has fundamentally shifted. Traditional SEO alone is no longer enough. If your content isn't structured to be retrieved, referenced, and cited by AI-powered search engines, you're missing an entire channel of visibility — one that is growing by the day. This course gives you a comprehensive, practical, and immediately actionable playbook for Generative Engine Optimization (GEO), so your brand, content, and business can thrive in the AI search era.

Whether you're an SEO professional, digital marketer, brand manager, business owner, or content strategist, this course walks you through every layer of GEO — from the mechanics of how large language models retrieve and rank content to building a full-scale integrated SEO + GEO strategy for your organisation.

What This Course Covers

• How AI-powered search engines work — LLMs, RAG, embeddings, and how generative engines select, trust, and cite content

• The GEO framework: authority, structured knowledge, intent alignment, and content distribution layers

• AI-driven keyword and topic research using conversational query mapping, entity-based strategies, and tools like Semrush AI, Ahrefs, and Surfer SEO

• What makes content citable by AI — the QASPE framework, E-E-A-T principles, content formatting for AI readability, and writing definitive statements AI can extract

• Platform-specific optimisation for Google SGE, Perplexity, ChatGPT with Browsing, Microsoft Copilot, and voice search assistants

• AI crawler configuration: robots.txt, XML sitemaps, JavaScript rendering, and site architecture for AI crawlability

• Schema markup and structured data implementation — JSON-LD, FAQ, HowTo, Organisation, Product schemas, and knowledge graph optimisation

• Brand monitoring in AI platforms — tracking citations, detecting and correcting AI hallucinations, and building proactive brand narratives

• Digital PR as a GEO signal — how media authority, third-party citations, and data-led content attract AI references

• Local SEO through a GEO lens — AI-driven local intent, Google Business Profile optimisation, and service-based business strategies

• Analytics and measurement — tracking AI referral traffic in GA4, citation rate tracking, share of voice in AI responses, and GEO performance dashboards

• Enterprise GEO governance — content standards, cross-functional alignment, and scaling structured data across large sites

• Responsible GEO — ethical content optimisation, managing regulatory risk (GDPR, FTC), and AI hallucination response protocols

• The future of search — agentic AI, multimodal search, personalisation, and how to future-proof your GEO strategy

• Two capstone projects: a complete end-to-end GEO strategy for a small business and an enterprise GEO audit and integration roadmap

Who Will Benefit

• SEO professionals and digital marketers who want to extend their expertise into AI-driven search and stay ahead of the curve

• Content strategists and copywriters who need to understand how to write content AI platforms will retrieve and cite

• Brand managers and marketing leads responsible for monitoring and managing their brand's representation in AI-generated responses

• Business owners and entrepreneurs who want their products and services discovered in AI-powered recommendations

• Agencies and consultants building GEO capabilities to offer clients a competitive advantage in the new search landscape

• Enterprise marketing, PR, and content teams looking for a structured governance approach to GEO at scale

Prerequisites

No technical background is required. A basic awareness of digital marketing or SEO concepts is helpful but not essential — all technical topics including schema markup, robots.txt configuration, and GA4 setup are taught from the ground up with step-by-step guidance. You will need access to common AI tools such as ChatGPT, Perplexity, and Gemini to complete the practical exercises, most of which are available at no cost.

By the end of this course, you will understand how AI search engines work, know exactly how to structure your content and brand presence to get cited by them, and have a complete, executable GEO strategy ready to deploy — giving you a meaningful advantage in one of the most important shifts in digital marketing in the last decade.