Live Generative Engine Optimization Workshop

In This Session, You'll Learn

• How search is evolving from traditional keyword-based search to conversational and AI-powered search
• How SEO and GEO overlap, where their areas of emphasis differ, and why GEO does not replace SEO
• Five practical GEO principles: structure and clarity, context and depth, evidence and authority, entity and topic relevance, and freshness and accuracy
• How AI-powered search retrieves, evaluates and synthesizes information, and how to investigate the sources appearing in AI answers
• How to apply the principles through a hands-on GEO audit and content optimization activity using a real customer question, an existing webpage, a new FAQ and supporting sources
• A lot will be covered–please plan for a 90 to 120 minute session

Who This Is For

Digital marketing professionals, content marketers, SEO professionals and business owners who want to understand how AI-powered search is changing content discovery. Suitable for beginners to intermediate learners with a basic understanding of digital marketing, search engines or content marketing.

What You'll Be Able to Do Afterwards

• Explain GEO and distinguish it from traditional SEO without treating the two as separate or competing disciplines
• Identify the information needs behind conversational and multi-part search queries
• Audit content using the five GEO principles
• Identify content gaps that prevent a page from fully answering a user's question
• Improve an existing webpage section by creating a useful, question-focused FAQ
• Support factual claims with relevant and credible sources
• Investigate AI-generated answers and identify recurring sources, mentions, gaps and differences across platforms
• Understand practical ways to monitor AI visibility and connect it with measurable business outcomes

What You'll Take Home

• A practical five-point GEO audit framework
• A customer-question-to-content-gap framework
• A completed or partially completed FAQ optimization exercise
• A source and evidence checklist for supporting content claims
• A GEO content checklist for future content updates
• A framework for observing AI visibility, mentions, citations and relevant business outcomes
• Practical examples of how to test and improve content for AI-powered search

Prerequisites

• Basic understanding of digital marketing and how search engines work
• Familiarity with basic SEO concepts such as keywords, search intent, organic search results and website content
• Access to a laptop with a stable internet connection
• Create or sign in to ChatGPT, Gemini and Perplexity accounts before the session if possible
• No coding knowledge, API keys or advanced technical SEO knowledge required

Tools

ChatGPT, Google Gemini and Perplexity for AI-search investigation and comparison, plus Google Search for traditional results. Free access is generally sufficient; some features may require a paid plan. Presentation materials are provided.