Web Search Visibility & Generative AI
Build a complete strategy to make your content visible, understandable and citable across search engines and generative answers.
SEO & GEO is the practice of improving an organization’s visibility across search engines and AI-generated answers by working on technical structure, content, authority, discoverability and the ability of information to be understood, verified and cited.
The pathway teaches you how to analyze search intent, structure websites and content, optimize structured data, internal linking, authority, local SEO and multimodal content, then adapt these practices to generative answer engines and AI crawlers. The 15 courses combine guided lessons, practical cases, audits, dynamic quizzes, Web research and conversational support.
By the end of the pathway, you will be able to assess SEO & GEO visibility, identify priorities, build a roadmap and defend recommendations based on verifiable data.
{courses} courses · {lessons} interactive lessons · {minh} to {maxh} hours of conversational learning
Best offer
Complete SEO & GEO Pack
148,50 € excl. VAT
Savings : 99,00 €
29,70 €
22,90 excl. VAT
Savings : 6,80 €
Understanding SEO, AEO and GEO in the age of generative search
Understand the roles of SEO, AEO and GEO and how they complement one another.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
No advanced technical prerequisite. General familiarity with digital marketing and everyday Web use is recommended.
- Understanding the role of SEO in digital discoverability
- Understanding search engines, answer engines and grounding
- Understanding why SEO remains the foundation of generative experiences
- Workshop: frame the visibility strategy of a real website
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: frame the visibility strategy of a real website
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
9,90 € excl. VAT
Mastering crawl, indexing and technical architecture
Make a website technically discoverable, indexable and understandable by search engines.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
No advanced technical prerequisite. General familiarity with digital marketing and everyday Web use is recommended.
- Understanding discovery, crawling, rendering and indexing
- Building and checking an XML sitemap
- Identifying risks from JavaScript rendering and inaccessible content
- Workshop: audit the indexability of a website
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: audit the indexability of a website
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
9,90 € excl. VAT
Analyzing intent, keywords and content architecture
Turn user needs into a coherent content and information architecture.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
No advanced technical prerequisite. General familiarity with digital marketing and everyday Web use is recommended.
- Understanding query, need, intent and context
- Clustering queries and intents without over-segmenting
- Identifying cannibalization and duplication
- Workshop: produce an intent and architecture map
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: produce an intent and architecture map
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
9,90 € excl. VAT
38,70 €
28,90 excl. VAT
Savings : 9,80 €
Creating useful, original and high-performing content
Create genuinely useful, original and user-focused content.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
A working knowledge of the pathway foundations, or initial practical experience in digital marketing, acquisition, content or analytics, is recommended.
- Defining the real purpose of a page before writing
- Adding experience, evidence, examples and original value
- Using generative AI as an assistant with editorial control
- Workshop: rewrite a page to increase its real value
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: rewrite a page to increase its real value
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
12,90 € excl. VAT
Optimizing titles, sections, snippets and structured data
Improve how users and search engines understand each page.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
A working knowledge of the pathway foundations, or initial practical experience in digital marketing, acquisition, content or analytics, is recommended.
- Writing a useful title that matches the page
- Optimizing information that may feed a snippet
- Choosing a relevant Schema.org vocabulary
- Workshop: audit and correct a page’s markup
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: audit and correct a page’s markup
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
12,90 € excl. VAT
Building internal linking and topical authority
Organize relationships between pages to improve discovery and understanding.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
A working knowledge of the pathway foundations, or initial practical experience in digital marketing, acquisition, content or analytics, is recommended.
- Understanding the role of internal linking
- Building descriptive and natural anchor text
- Consolidating pages that compete with each other
- Workshop: rebuild the internal linking of a set of pages
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: rebuild the internal linking of a set of pages
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
12,90 € excl. VAT
47,70 €
35,90 excl. VAT
Savings : 11,80 €
Developing authority, reputation and quality links
Strengthen credibility, mentions and links without artificial tactics.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
A working knowledge of the pathway foundations, or initial practical experience in digital marketing, acquisition, content or analytics, is recommended.
- Understanding why authority is not just link count
- Identifying mentions and editorial opportunities
- Avoiding mass link buying, artificial exchanges and link networks
- Workshop: build a defensible mention-acquisition plan
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: build a defensible mention-acquisition plan
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
15,90 € excl. VAT
Mastering local SEO and geographic visibility
Improve an organization’s presence in local search experiences.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Understanding local intent and proximity
- Keeping name, address, phone and opening hours consistent
- Using local structured data consistently
- Workshop: audit an organization’s local visibility
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: audit an organization’s local visibility
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
15,90 € excl. VAT
Optimizing images, video and multimodal content
Make images, video and media discoverable, accessible and consistent.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Understanding the role of media in search
- Writing useful and accessible alt text
- Connecting text, image and video around the same entities
- Workshop: audit a media-rich page
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: audit a media-rich page
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
15,90 € excl. VAT
56,70 €
42,90 excl. VAT
Savings : 13,80 €
Understanding AI Overviews, AI Mode, Copilot and ChatGPT Search
Understand the observable mechanics of generative search experiences.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Understanding grounding and source retrieval
- Understanding Bing, Copilot and Web-grounded answers
- Understanding complex queries and query fan-out
- Workshop: analyze the presence of a topic across several engines
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: analyze the presence of a topic across several engines
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
18,90 € excl. VAT
Creating content that is easy to retrieve, verify and cite
Improve the clarity, verifiability and granularity of citable content.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Making a page understandable without external context
- Breaking a complex topic into self-contained sections
- Maintaining dates, authors and update information
- Workshop: turn a page into a more citable resource
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: turn a page into a more citable resource
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
18,90 € excl. VAT
Managing AI crawlers, access, indexing and content controls
Configure search-engine and AI-crawler access without accidentally blocking discovery.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Distinguishing search crawlers, user agents and training crawlers
- Understanding OAI-SearchBot, GPTBot and ChatGPT-User
- Using noindex, nosnippet and preview controls
- Workshop: audit and correct a complete robots policy
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: audit and correct a complete robots policy
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
18,90 € excl. VAT
74,70 €
48,90 excl. VAT
Savings : 25,80 €
Measuring SEO and visibility in AI answers
Build an SEO and GEO measurement framework without mixing incompatible metrics.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Defining SEO KPIs by objective and page type
- Connecting sessions, engagement and conversions in Analytics
- Identifying referrals from ChatGPT and other sources
- Workshop: produce a monthly SEO + GEO report
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: produce a monthly SEO + GEO report
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
24,90 € excl. VAT
Running an SEO + GEO audit and prioritizing actions
Turn an SEO + GEO diagnosis into an executable roadmap.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Preparing the scope and objectives of the audit
- Auditing content, intent and internal linking
- Auditing crawler access and eligibility for generative surfaces
- Workshop: produce a 30/60/90-day roadmap
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: produce a 30/60/90-day roadmap
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
24,90 € excl. VAT
Complete professional SEO & GEO project
Design, defend and measure an end-to-end SEO + GEO strategy.
Course information
Digital marketing leads, SEO managers, content managers, consultants, publishers and professionals responsible for improving organic visibility and presence in generative answers.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Framing business objectives and audiences
- Building the target intent map and architecture
- Configuring and documenting AI crawler access
- Final workshop: present and defend the SEO + GEO strategy
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: present and defend the SEO + GEO strategy
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
24,90 € excl. VAT