GEO (Generative Engine Optimisation)

Generative Engine Optimisation (GEO): Get Your Website Cited by AI Search.

Duration Full Day (7h)
Level Intermediate
HRDF Case-by-case Basis

Learning Outcomes

By the end of this course, participants will be able to:

  1. Explain the difference between traditional search and generative AI search to marketing teams and stakeholders
  2. Audit a minimum of 3 website pages using the GEO checklist for AI visibility
  3. Implement structured content formats that increase the likelihood of being cited in AI-generated answers
  4. Measure and report AI search visibility using relevant tools
  5. Build a 30-day GEO implementation plan with prioritised actions

Course Outline

Module 1: The World After Google (75 min)

  • The shift from keyword search to conversational AI search
  • How Perplexity, ChatGPT Search, and Gemini select their sources
  • Why websites ranking #1 on Google may still be invisible to AI
  • How GEO differs from SEO — and where they overlap
  • Case studies: websites that appear consistently in AI answers and why

Module 2: Anatomy of AI-Friendly Content (90 min)

  • Direct answer format — structure that AI prefers to extract
  • Entities, facts, and citations that provide authority signals
  • Difference between optimising for Featured Snippets vs AI Answers
  • How to rewrite existing content to be more AI-extractable
  • Common content mistakes that cause AI to skip your site

Module 3: Technical GEO Signals (90 min)

  • Schema Structured Data for AI readability
  • Internal linking and content hierarchy that AI can navigate
  • Page authority, brand mentions, and off-page GEO signals
  • How site structure affects AI crawling and citation likelihood
  • Tools to check your current GEO technical health

Module 4: GEO Implementation Workshop (75 min)

  • Participants audit 3 pages of their own website using the GEO checklist
  • Rewrite one content section live during the session
  • Identify quick wins vs long-term structural improvements
  • Prioritise fixes by impact and effort

Module 5: GEO Measurement & Reporting (45 min)

  • How to track AI search visibility over time
  • Tools and manual methods to monitor whether your site gets cited
  • Build a 30-day GEO implementation plan
  • How to report GEO progress to clients or management

Deliverable

GEO Audit Checklist + Content Rewrite Template + 30-day GEO Implementation Plan