Decoding the AI-Search Experience

• What is Generative Engine & Answer Engine Optimisation and why it matters
• Differences between SEO, GEO and AEO
• The evolution of search and AI: LLMs, AI Overviews and AI Mode
• The adoption curve: where AI search is today and where it’s heading

GEO and AEO Objectives & KPIs

• What "good" looks like: visibility in Google AI Overviews & AI Mode, ChatGPT, Perplexity, Bing Copilot and Gemini
• Defining GEO and AEO success metrics inc. presence and visibility; quality and trust signals; referral and engagement; comparative and competitive metrics
• Analytics and measurement tools for AI-driven search
• Measuring success using a scorecard template

How LLMs & Answer Engines Find And Use Your Content

• From crawl to index to representation; entities and relationships
• Comparing traditional SEO crawlers to AI/LLM-specific crawlers
• How and why to block some content from LLMs
• Tools and methods to monitor LLM bots
• Technical hygiene and page layout factors inc. speed, mixed media, semantic HTML, dynamic content and server-side rendering
• Tools to run GEO audits
• Managing entity signalling: implementing and testing structured data for products, FAQs, articles, organisations, people; about/author pages and more

Content Strategy & Planning For AI Search

• GEO and AEO content planning: producing answer-ready content across the funnel
• Planning content by prompt-based use cases
• Mapping content using the “brief, draft, evidence” workflow
• Content that serves LLMs: question and answer clusters, counter-arguments, comparison matrices, sources, quotes, stats and case studies
• How to use AI tools such as Gemini 2.5 Pro and Perplexity for content research
• Understanding query-fan outs and proprietary research tools
• Documenting your content research
• Using repeatable prompt templates; prompt strategies and tools
• Using a content ideation template for B2B / services, retail / ecommerce and not-for-profit / informational websites

Building Authority In AI-Driven Search

• E.E.A.T. factors: what are they and how do they influence answer engine optimisation
• Building author identity, organisational credibility, first-party evidence and content freshness
• Analysing competitor citations in AI platforms
• What websites are most frequently used by LLMs
• How to engage in communities authentically
• Managing reviews and encouraging authentic feedback

Roles, Responsibilities & Next Steps

• Preparing for 2026: AI scaling, workflow redesign and cultural adoption
• Roles and RACI template for AI scaling
• Your GEO refresh strategies to implement before year-end