Introduction To GEO & AEO Training Course

Increase your AI search performance

Course Details & Enrolment

Course Details
We deliver in-company training for businesses and organisations.	Enquire Now
*Course length:* 1 day (9.30am - 4.00pm) includes digital copies of materials & certification

Benefits

After attending this course, you will understand:

How to shift an SEO mindset and processes to GEO and AEO
The new metrics and tools for measuring success in AI-driven search
How LLMs and Answer Engines discover and use your content
Methods to ensure your content and page code is optimised for chatbots and answer engines
Content planning processes for GEO and AEO
Tools to carry out and document query fan-out research
How to build authority and authenticity
Considerations for upscaling your GEO and AEO processes across an organisation

All attendees receive attendance certification and a digital copy of course materials

Course Overview

Search behaviour is evolving at a monumental pace. Our reliance on search clicks is shifting to engaging with AI-generated answers on search engines and in large language models (LLMs).

Search visibility is no longer confined to traditional SEO, and brands must now understand how LLMs and AI-powered search engines source, filter and present information.

The implications are profound: it’s not just about rankings, but about being chosen as the answer.

This GEO and AEO training course will provide a new playbook for optimising your processes to increase citation share, brand authority, and answer visibility across AI interfaces.

It will equip you with the frameworks, tools, and strategies to ensure your brand continues to appear where your audience is seeking answers, whether it’s in Google's AI Overview and AI Mode, ChatGPT, Gemini, Claude, Perplexity or Copilot.

Course Programme

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

Defining the stages of the GEO strategy funnel
Measuring GEO & AEO success: visibility, citations, referrals and engagement
How social media and UGC are impacting GEO performance
Differences between LLMs and the social signals they prioritise
What "good" looks like in AEO: measuring performance in Google's AI Overviews & AI Mode & Bing Copilot
Analytics and measurement tools for AI-driven search
Measuring success using a scorecard template

How LLMs & Answer Engines Find And Use Your Content

How LLMs discover your content
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. mixed media, semantic HTML, dynamic content and server-side rendering
Managing entity signalling: implementing and testing structured data for products, FAQs, articles, organisations and more
Preparing your web pages for agentic search
Tools and extensions to run on-page audits

Content Strategy & Planning For AI Search

GEO and AEO content planning: producing answer-ready content across the funnel
How LLMs chunk content and why this matters to content creators
Analysing website content clusters using Screaming Frog
How to use AI tools for content research
Content that serves LLMs: question and answer clusters, counter-arguments, comparison matrices, stats and case studies
Understanding how query-fan outs work; using proprietary research tools to facilitate copywriting
Documenting your content research

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 and organisational credibility
Analysing competitor citations in AI platforms
What websites, social media channels and community channels are most frequently cited by LLMs
How to engage in communities authentically

Roles, Responsibilities & Next Steps

Preparing for 2027: AI scaling, workflow redesign and cultural adoption
Roles and RACI template for AI scaling
Your GEO refresh strategies to implement

Audience

This course is aimed at anyone interested in improving their generative engine optimisation (GEO) and answer engine optimisation (AEO) skills and performance.

Typical attendees include marketers, SEO managers, digital copywriters, web managers, project and account managers. No prior knowledge of GEO or AEO is required to attend.

Trainer

The Introduction To GEO and AEO course will be led by Jonathan Saipe.

Jonathan has worked in the digital agency sector for over 23 years and has delivered hundreds of workshops and courses to digital teams in every key sector including retail, government, not-for-profit, manufacturing, engineering, professional services, and marketing and communications.

Prior to founding Emarketeers, he was head of digital at Publicis Technology and following this, he went on to co-found FIFO, a leading boutique web design and development agency.

Traditionally an SEO practitioner, Jonathan has always been at the cutting edge of search, and is now actively working in the new world of GEO and AEO.

What people say

This intro to GEO & AEO was incredibly insightful, bringing together a diverse mix of departments and sparking valuable internal conversations that will continue well beyond the course. Jonathan tailored the content to the needs of each department, using engaging live examples and practical exercises to ensure everyone understood the concepts in real, meaningful terms.

Lisa Calvino, Head of Digital Marketing
Brompton Bicycle

The ‘Introduction to GEO & AEO’ course was outstanding! It delivered clear, actionable insights in an engaging and interactive format. What impressed me most was how well it catered to a diverse group of participants with varying expertise. Highly recommended for anyone looking to deepen their understanding.

Richie Finlay, Head of Marketing Communications
Oxford Instruments

The Intro to GEO and AEO course was a fantastic session for our Marketing & PR team. Some of us had basic knowledge of GEO and AEO, and others none. The course was pitched at just the right level and we left feeling more confident with our knowledge and understanding, but also practical tips that we can easily action. This will shape our digital marketing activity for the coming year and beyond.

Bethany Grundy, Head of Customer & Brand Experience
PPL PRS

The introduction to GEO and AEO was a very comprehensive, interactive and enjoyable course that suggested lots of potential tools for us to monitor our website and improve our content.

P A-S, Digital Communications Officer
Office of Rail and Road

Excellent presentation with a good balance of information, interactivity and questions. Jonathan adds a personal touch, knowing people who have attended previous courses and tries to tailor the learning to everyone's needs as much as possible, which is a challenge with a mix of roles and levels of understanding. Well done and thanks!

Lucy Yewlett, Public Health Digital Engagement Officer
Leicestershire County Council