Course overview

A practical, online workshop that builds end-to-end search visibility skills across three surfaces: traditional Search Engine Optimization (SEO), Generative Engine Optimization (GEO) for AI-assisted discovery, and Answer Engine Optimization (AEO) for rich results, featured snippets, and conversational answers. Participants will learn to research intent, craft search-ready content, fix technical issues, and measure performance, then apply GEO/AEO techniques such as entity-first writing, structured data, and answer-friendly formatting.

Target participants

• Digital marketing professionals, founders, and content writers who want measurable organic growth
• Website owners/administrators responsible for content and performance
• Agency executives and account managers who need a repeatable SEO workflow
• Beginners are welcome; the workshop is hands-on and step-by-step

Prerequisites

• Basic familiarity with websites (pages, menus, URLs)
• A laptop and access to a website (own site, demo site, or a provided sandbox)

Tools & set-up requirements

• Google account (Search Console, Analytics access if available)
• Keyword research tool (free options acceptable)
• Chrome browser + common SEO extensions (to be provided in class)
• Spreadsheet tool (Excel/Google Sheets) for keyword and audit tracking
• Optional: CMS access (WordPress or similar) for hands-on implementation

Learning outcomes

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

1. Explain how modern search works and how intent maps to content formats
2. Conduct keyword and topic research and convert it into a content plan
3. Optimize on-page elements (titles, headings, internal links, media) for relevance and usability
4. Identify and prioritize technical SEO issues (indexing, crawlability, performance, canonicalization)
5. Build an AEO-ready structure using FAQs, schema, and snippet-targeting formats
6. Apply GEO practices to improve the likelihood of being referenced by AI assistants and generative answers
7. Create an SEO reporting dashboard with meaningful KPIs and actions

Assessment & certification guidance

• Attendance recommendation: minimum 80% participation across live sessions
• Short practical checkpoints after each session (10-15 minutes)
• Capstone: full website/page audit + 30-day action plan + one optimized content piece
• Completion certificate can be issued based on capstone submission and participation