Even though classic Google search still dominates, more and more people choose to look for information through AI tools. This course is about how you can work with GEO (Generative Engine Optimization) to appear as a source in AI-driven search tools (such as ChatGPT, Google Gemini and Perplexity) and how to create winning SEO texts for Google. You will learn what you can concretely do on your site to optimise visibility: in classic Google search, in Google's AI Overview and in the AI tools.
Format: On site
Language: Swedish
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About the course.
Even though classic Google search still dominates, more and more people choose to look for information through AI tools. This course is about how you can work with GEO (Generative Engine Optimization) to appear as a source in AI-driven search tools (such as ChatGPT, Google Gemini and Perplexity) and how to create winning SEO texts for Google. You will learn what you can concretely do on your site to optimise visibility: in classic Google search, in Google's AI Overview and in the AI tools.
COURSE OBJECTIVES:
- Understand what SEO and GEO mean and how they are affected by AI
- Be able to analyse your own website and identify areas for improvement
- Learn to use AI as support in SEO work
What you will learn
What you learn.
How AI and GEO (Generative Engine Optimization) are changing SEO work
How Google works as a search engine
How Google's AI Overview works and how to appear there
Pitfalls and challenges with AI-driven search
Optimising your content to appear in AI-driven search tools such as ChatGPT, Google Gemini and Perplexity
What you can concretely do on your website to improve visibility on Google
How to build an SEO strategy adapted to your business that keeps up with AI developments
How users' search behaviour has changed with AI and how to respond to it
How to produce SEO and GEO texts with AI
Curriculum
How the course is built.
Welcome
Presentation of course leader and participants
Expectations for the day
Briefly on SEO, GEO and AI: what do we actually mean?
How AI is changing our search behaviour and what it means for you
What is GEO (Generative Engine Optimization)?
How AI-based tools such as ChatGPT, Gemini and Perplexity are used for search
How users' expectations and behaviours are changing
The difference between AI-generated search and a traditional search engine
Exercise: Which channels do your customers use today? Which of those channels could be outcompeted by AI-generated search?
How Google works: SEO basics and in practice
How Google's algorithm works
What drives visibility: content, technology and links
How Google's AI Overview (SGE) works, and how you can influence it
Introduction to E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness
Exercise: Quick analysis of your own website based on the E-E-A-T principles
GEO in practice: visibility in AI tools such as ChatGPT and Gemini
How content is retrieved, interpreted and presented in AI tools
How to create content that AI tools can understand and reproduce
Structured data, heading structure, depth of content and context
What you can influence and what you cannot control
How to create an SEO strategy adapted for AI
Workshop: How you can optimise your own site for the AI tools
Use ChatGPT for SEO and GEO texts
How to prompt AI to get relevant, credible and unique content
How to steer tone of voice, target audience, purpose and facts
How to avoid the "AI style" and the generic feel
Workshop: Produce optimised SEO and GEO texts with AI
Target audience
Who is this for?
You who need knowledge of SEO to optimise your presence on the web, improve your visibility and increase your sales. For example:
- Marketers, at both strategic and operational level
- Content managers
- Web managers
- Communicators
- E-commerce Managers
- Content Managers
What "verified" means here
Verified credential.
When you complete the course, Bonnier Akademi issues your certificate. Your name, the course content and the issue date are encrypted and secured on blockchain, so it cannot be changed, and anyone can check that it is genuine.
100% Verifiable certificates Secured on blockchain
