GEO Training |
GEO Training |
Generative Engine Optimisation
Brand visibility is evolving faster than ever. But whereas over the last two decades this has been all about Google and social media, now it’s something very different. Now it’s about AI search and Generative Engine Optimisation (GEO). And I believe that this is the biggest opportunity for the communications industry since the advent of social media and the advent of SEO, both some 20 years ago.
What is Generative Engine Optimisation?
Generative Engine Optimisation (GEO) refers to optimising content to maximise the chances of that content being surfaced and/or cited in the answers given by AI models like ChatGPT, Perplexity and Gemini. It’s also sometimes referred to as AI Optimisation or AI Search Optimisation.
But whereas traditional search engine optimisation (SEO) is heavily dependent on onsite keyword tactics and on backlinks from authoritative websites, GEO focuses on semantically rich content across the entire internet. It summarises content in summaries, snippets, and direct responses according to consistent authority from multiple sources and according to contextual analysis.
Why is Generative Engine Optimisation Important For Brands?
AI search is now mainstream, and 70% of Gen Z say that they prefer to use AI search either rather than or in addition to a traditional search engine. Increasingly, we use a generative AI tool to do our research and find information, and then turn to Google or social media to verify that information.
And as Large Language Models (LLMs) like ChatGPT become the default gateways to information, they’re rewriting the rules of online visibility, and this marks a fundamental shift in information retrieval. Brand discoverability now increasingly relies on building authority within LLMs and future-proofing content for the evolving search landscape. And with this in mind, brands and organisations have little choice but to implement tactics to ensure their content, brand name and expertise appears within the synthesized AI response itself.
For the communications industry, this shift is huge.
What Are the Implications of GEO for Marketing Communications?
When it comes to brand discovery, the communications industry is uniquely placed to take advantage of this shift in behaviour. That’s because of where generative AI tools get their information and the content sources that they rely on. PR professionals already excel at crafting clear, credible, audience-focused narratives, and this is exactly the kind of content generative AI systems prioritise. Expertise in reputation, authority and storytelling aligns perfectly with how AI evaluates and surfaces trustworthy information.
In essence, communicators already speak the language that generative engines understand best. But in order to make the most of this advantage, communications professionals must understand how generative AI tools work, and how to maximise the chances of their clients appearing in summaries.
For marketing communications professionals it is now imperative that you understand how AI search works. Even if you’re not activating specific GEO campaigns at the current time, it’s vital that you can have an informed conversation with your marketing director or your CEO or your clients about this. Because if you can’t, someone else who understands the opportunity will. And that could be very costly for you or your agency.
Brand Visibility in the Age of Generative AI
Inclusion in AI-generated responses is a new form of reputation and brand discoverability. But most communications teams and individuals aren’t prepared for this radical transformation. That’s why I’ve created “Brand Visibility in the Age of Generative AI”, a practical training course designed specifically for PR and communications professionals that does away with all of the conjecture and snake oil around AI (of which there is much!), and instead imparts facts and practical assistance.
There are two versions of the GEO programme; one for agencies and in-house teams, and one for individuals. The course is modular, meaning that you can select how deep you wish to go at this stage.
MODULE ONE: Discovery
An introduction to GEO focused on giving communications professionals a clear understanding of how generative AI platforms surface content, the relevance of GEO to the comms industry, and how to optimise owned and earned content for inclusion.
MODULE TWO: PRACTICAL
Adds a practical element, enabling participants to develop a deeper understanding of the generative search ecosystem, explore practical measurement tools, and create an actionable plan to improve AI discoverability.
MODULE THREE: IMPLEMENTATION
Takes learning further by enabling communications professionals to analyse, audit, and optimise content for inclusion in generative AI results using hands-on exercises.During the course you’ll learn how to:
✅ Understand how generative AI finds and uses earned, owned and shared content
✅ Optimise content for AI inclusion and turn media relations into AI authority
✅ Monitor how brand content appears in AI search
✅ Assess a website’s suitability for AI search inclusion
✅ Write AI-friendly blogs, web pages and assets
✅ Audit a brand presence across AI search
✅ Compare and use third party measurement tools
For more information on agendas, costs, timing and availability, please drop me an email.
Don’t take my word for it!
Paul is a fantastic trainer because of his rounded experience and background. I really value the depth of his experience not only in digital marketing and social media, but also in public relations and more traditional communications. He understands how everything works holistically.
Kate Hartley
COO & Co-Founder, Polpeo
You may not always agree with Paul’s counsel, but you will always know he’s leading you down the right path. A communicator who has evolved with the digital age, Paul will take you out of your comfort zone, make you try new things & become less risk averse. Working with Paul will set you far ahead of your competition.
Gini Dietrich
CEO, Arment Dietrich
Working with Paul was a really refreshing moment in my career. He is a rare breed of social and digital consultant in that his straight-talking approach and unwavering commitment to not doing the expected has been game-changing. He is a hugely talented individual who is highly respected within the industry.
Kate Gibson
Managing Partner, Cirkle
