SEO, AEO and GEO

SEO, AEO and GEO: getting found by search and answer engines

Improve your site's visibility in Google and in AI-generated answers through practices you can control.

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Level
Intermediate
Indicative duration
21 h
Format
Online · On-site
Language
French
Price
On quotation

Learning objectives

  • Run a technical and editorial SEO audit and prioritise the fixes.
  • Research and organise your customers' keywords and questions into topics.
  • Write pages that answer a question directly while remaining useful and complete.
  • Implement relevant schema.org structured data and validate it.
  • Track visibility with Search Console and read changes without jumping to conclusions.

By the end of this course, you will be able to audit a website, fix its main technical issues, structure content that clearly answers your customers' questions and track performance in Google Search Console.

Search engine optimisation (SEO) remains the foundation. Answer engine optimisation (AEO) and generative engine optimisation (GEO) extend those practices: direct answers at the top of the page, readable structure, structured data, verifiable information and a consistent brand entity across the web.

We are clear about the limits: nobody can guarantee a position in Google or a citation in ChatGPT, Gemini, Perplexity or AI Overviews. The course therefore focuses on what you control (technical quality, useful content, trust signals, measurement) and on how to track the effects of your work honestly.

Who it is for

  • Marketing managers and communication officers.
  • Web writers and content creators.
  • SME owners who manage their own website.
  • Online shop managers.

Prerequisites

  • Edit access to a website (WordPress, Shopify or other) or to a practice site provided.
  • Access to Google Search Console for that site, or the ability to set it up.
  • Basic web writing skills; no development skills required.

Skills you will gain

  • Technical SEO audit
  • Keyword and question research
  • Topic-based content architecture
  • Answer-first writing
  • Schema.org structured data
  • Google Search Console
  • Local SEO
  • Analysing visibility in answer engines

Programme

  1. How search engines work today

    3 h
    • Crawling, indexing, ranking: the basics
    • Rich results, AI Overviews and answer engines
    • What you can control and what you cannot
    • Reading the official Google Search documentation

  2. Technical SEO

    4 h
    • Indexing: sitemap, robots.txt, canonical tags
    • Performance and Core Web Vitals
    • Mobile, HTTPS, URL structure
    • Multilingual sites: hreflang for French, English and Arabic

  3. Keyword and question research

    3 h
    • Search intent and customer journey
    • Sources: Search Console, suggestions, real customer questions
    • Grouping into topics and pillar pages
    • Prioritising by potential and difficulty

  4. Content for search and answers

    4 h
    • Answering the question in the first lines
    • H2/H3 structure, lists, tables and FAQs
    • Trust signals: author, sources, updates, first-hand experience
    • Using AI for writing without producing generic content

  5. Structured data, entity and local SEO

    4 h
    • Schema.org: Organisation, LocalBusiness, Article, FAQPage, Course, Product
    • Validating with Google's testing tools
    • Brand entity consistency: website, business profile, directories
    • Google Business Profile and customer reviews

  6. Measurement and action plan

    3 h
    • Performance and indexing reports in Search Console
    • Tracking mentions in answer engines methodically
    • Tracking sheet and review cadence
    • Three-month action plan

Exercises and projects

  • Audit a real or provided website and produce a prioritised list of fixes.
  • Build a topic map from 50 customer questions.
  • Rewrite a service page so that it answers the main question in the first paragraph.
  • Add and validate structured data on two page types.
  • Final project: a three-month SEO, AEO and GEO action plan with tracking metrics.

Upcoming sessions

No public session is scheduled yet. Leave a request: we will let you know as soon as a date is set, or organise a session for your team.

How to enrol

How to enrol

  1. Fill in the enrolment request form on this page (name, email, phone, current role and expectations).
  2. We reply by email to check that the course matches your level and to share practical details.
  3. Scheduled sessions are announced on this page as soon as they are planned; if no date is shown, your request is recorded and you will be notified when the next session opens.
  4. Your enrolment is final once confirmed in writing by email.

Companies: to enrol several employees or arrange a dedicated in-house session, mention it in the form and we will send you a quote.

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Context, goals, tools in use, timeline.