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Generative Engine Optimisation (GEO) for Business

Customers increasingly use AI platforms such as ChatGPT, Google Gemini, Claude, Perplexity and AIpowered search experiences to discover, compare and evaluate businesses, products and service providers — and to ask which ones they should choose. This creates a new visibility challenge for organisations: being searchable is no longer the only consideration; businesses also need to understand whether and how they appear in AI-generated answers and recommendations.

This practical one-day workshop introduces Generative Engine Optimisation (GEO) from a business visibility and customer acquisition perspective. Participants explore how generative AI systems discover, retrieve, interpret and synthesise information, and how GEO builds upon established SEO principles while introducing new considerations around AI visibility, entity clarity, authority, content usefulness, citations, corroboration and technical accessibility.

Using the FAVOUR Framework, participants assess six dimensions of AI visibility — Findable, Authoritative, Valuable, Organised, Unmissable and Results — and apply the principles directly to their own organisation or business use case. Through hands-on AI-search exercises, competitor comparisons, content improvement, authority mapping and technical checks, participants build a practical 30/60/90-Day GEO Action Plan for implementation after the workshop.

Course Pre-Requisite

• No prior Generative Engine Optimisation (GEO) knowledge is required.
• No coding or advanced SEO knowledge is required.
• Participants should have basic digital literacy and familiarity with websites and online search.
• No software installation is necessary.
• Participants are required to bring an internet-enabled laptop for hands-on exercises.
• Participants should preferably have access to their organisation’s website, or a business website they can use as their case study.
• Access to at least one generative AI platform such as ChatGPT, Google Gemini, Claude or Perplexity is recommended for practical exercises.

Objective

Participants will actively apply GEO concepts, AI-search testing and practical optimisation techniques to their own organisation or business use case. Upon completion of the course, learners will be able to:

• Explain how AI-powered search is changing customer discovery and distinguish between Search Engine Optimisation (SEO), Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO).
• Describe how generative AI systems discover, retrieve and synthesise information, including the practical role of Retrieval-Augmented Generation (RAG), entities, authority and citations.
• Develop and test customer-focused AI prompts to assess how their organisation and competitors appear across AI-assisted search and recommendation environments.
• Evaluate and improve business content for GEO, including semantic relevance, usefulness, credibility, evidence, entity clarity and citation readiness.
• Assess technical GEO readiness, including crawlability, structured data, crawler access, information freshness and other factors affecting AI discoverability.
• Measure AI visibility and representation using practical indicators such as mentions, citations, recommendations, competitor visibility and GEO KPIs.
• Identify priority GEO opportunities and develop a practical 30/60/90-Day Action Plan to strengthen AI visibility, customer consideration and potential business impact.

Outline

• The shift from search results to AI-generated answers and recommendations
• How conversational search is changing customer discovery and intent
• Key differences between SEO, AEO and GEO
• Moving from search rankings to AI visibility and representation

Hands-on Activity: AI Search Challenge

• How generative AI discovers, retrieves and synthesises information
• Introduction to Retrieval-Augmented Generation (RAG)
• Understanding entities, relevance, authority and credibility signals
• How citations and third-party corroboration influence AI visibility

Hands-on Activity: Reverse-Engineer an AI Recommendation

• Building a Target AI Prompt Universe based on customer intent
• Testing branded, non-branded, comparison and recommendation prompts
• Measuring AI mentions, citations, recommendations and brand representation
• Benchmarking AI visibility and Share of Model against competitors

Hands-on Activity: AI Visibility & Competitor Audit

• Moving from keyword-focused to semantic and decision-focused content
• Structuring clear, answer-first content around customer questions
• Using unique information, evidence and expert attribution to strengthen content
• Improving content usefulness, credibility and citation readiness

Hands-on Activity: GEO Content Makeover

• Understanding credibility and E-E-A-T as a practical trust lens
• Strengthening brand, entity and information consistency
• Building authority through reviews, mentions, directories and digital PR
• Strengthening first-party evidence and third-party corroboration

Hands-on Activity: Brand Entity & Authority Map

• Technical GEO fundamentals: crawlability, indexability and site discovery
• Structured data, Schema.org and JSON-LD fundamentals
• AI crawler access, information freshness and consistency
• Emerging GEO considerations including llms.txt

Hands-on Activity: Technical GEO Health Check

• Understanding the zero-click and AI-assisted customer journey
• Building brand recall and connecting AI discovery to owned destinations
• Creating clear pathways from AI visibility to customer action
• Exploring attribution, local, multimodal and agentic AI considerations

Hands-on Activity: AI-to-Conversion Journey Map

• Applying the FAVOUR Framework to assess GEO readiness and performance
• Measuring AI visibility, citations, recommendations and representation
• Prioritising GEO opportunities using practical KPIs
• Building a repeatable Measure → Improve → Retest process and 30/60/90-day roadmap

Hands-on Activity: FAVOUR GEO Readiness Assessment + 30/60/90-Day GEO Action Plan

Who should attend

This course is suitable for business owners, SME leaders, marketing professionals, digital marketers, content marketers, SEO practitioners, communications professionals, consultants and agency professionals who want to understand how AI-powered search is changing online business discovery.

It is particularly relevant for professionals responsible for:

• Digital marketing and search visibility
• SEO, AEO and content optimisation
• Website and content strategy
• Brand and communications
• Customer acquisition and lead generation
• Digital strategy and transformation
• Business growth and competitive positioning

No advanced SEO, AI or coding knowledge is required, making the programme suitable for beginner to intermediate learners.

Profile of Cindy Lee

Cindy Lee is a digital marketing practitioner and trainer specialising in Search Engine Optimisation (SEO), Answer Engine Optimisation (AEO), Generative Engine Optimisation (GEO) and AI-driven search visibility.

With more than 20 years of experience in media planning and marketing strategy, and over 10 years across SEO and digital marketing, Cindy brings together extensive marketing experience, search expertise, adult-learning practice and applied Generative AI knowledge to help organisations navigate the rapidly evolving search landscape.

Her areas of expertise include SEO and search strategy, AEO and GEO, AI search visibility, content optimisation, prompt engineering and marketing automation. Her approach focuses on translating complex search and AI concepts into practical frameworks and actions that marketers, business owners and professionals can apply in real-world business environments.

Cindy's training bridges the evolution from traditional search optimisation to AI-assisted discovery — helping businesses understand not only how to become findable on search engines, but also how to strengthen the information, authority and content signals that can help them become understood, cited and considered within AI-generated answers and recommendations.

As an ACLP-trained adult learning practitioner, Cindy combines facilitated learning with hands-on exercises, business case applications and practical implementation frameworks. Her training style emphasises learning by doing, enabling participants to apply concepts directly to their own organisations and leave with actionable outputs rather than theoretical knowledge alone.

Professional Certifications & Training

• WSQ Advanced Certificate in Learning and Performance (ACLP) — Institute for Adult Learning Singapore, 2022
• SEO Competency Training — ITOL, Institute of Training and Occupational Learning, 2021
• Advanced Search Engine Marketing Strategies & Top SEO Placement — Search Engine Academy, 2022
• AI Business MasterClass — Academy of Artificial Intelligence, 2024
• Reimagining Marketing with Generative AI — Skillsoft, 2024