GEO training at a glance
Your target audience is increasingly asking ChatGPT, Gemini, Perplexity or Google’s AI Overviews: which product is right for me, which agency should I contact, which solution is best for my situation? The answer consists of three to five brands. If you’re not among them, you might as well not exist. Our one-day GEO training course (Generative Engine Optimisation, also known as AI SEO) teaches you how LLMs arrive at their answers and what you need to do to get there yourself.
We look forward to seeing you at our training venue in Zwolle. In the morning, we’ll cover the basics: how AI systems search, how they analyse your website, and what technical requirements are needed to ensure your site is found and selected. In the afternoon, we’ll get to work on prompt analysis, content that answers your target audience’s questions, authority and measurability. Clear explanations, plenty of practical exercises and personalised guidance from our specialists. By the end of the day, you’ll have a GEO plan for your own website.
Good to know: GEO builds on the foundations of SEO. Are you not yet familiar with search engine optimisation? If so, please follow the online SEO course for beginners (free), then you’ll get the most out of the day.
Venue in Zwolle where the GEO training is held
“Thank you again so much for your valuable training; once again I hear nothing but praise 😄”
- Lisa N. (Communications project manager) via e-mail
Why take a GEO / AI SEO training course now?
Search behaviour is changing faster than most websites. AI Overviews now account for around 40% of Google searches, and only a small proportion of those who see one actually click through. More and more people are researching and comparing options directly within an LLM, with far more context than they ever typed into a search bar. That stage of the customer journey therefore takes place in a space where you are no longer present.
At the same time, there are fewer slots available. Whereas Google displays ten blue links and an endless number of shopping results, an AI response offers three to five recommendations. Anyone not included in that list is not considered. After this training, you will know:
- How LLMs search and select: what happens between your target audience’s prompt and the reply, and why one brand is mentioned whilst another is not.
- Whether AI systems can read your website: which technical choices determine whether bots can see your content, prices and buttons or not.
- Which piece of content is the answer: how to move from keywords to customer queries and enrich your product and service pages with the context that LLMs need.
- How to build authority that AI recognises: Why mentions on other websites are becoming more important than ever, and how you can use digital PR to capitalise on them.
- What you can measure: Which metrics in Search Console, Bing Webmaster Tools and your analytics show whether your visibility in AI is increasing.
The result
After the training day, you will be able to:
- Explain how AI is changing your target audience’s search behaviour and what that means for your customer journey.
- Describe how ChatGPT, Gemini, Perplexity and AI Overviews arrive at their answers (and what role Google and Bing play in this).
- Checking your website for accessibility for AI bots and discussing this with developers.
- Carry out a prompt analysis so that you know exactly what questions your target audience is asking and which topics you want to be the go-to source for.
- Optimising content for AI: you know what context, structure and specificity are needed to be cited.
- Build your brand’s authority through mentions and digital PR, so that you’re mentioned more often in AI tools.
- Build your own GPT that makes repetitive GEO tasks a lot easier.
- Drawing up a long-term GEO plan: where are you now, where do you want to go, and how do you measure progress?
Who is the one-day GEO training course aimed at?
The GEO training is designed for anyone responsible for an organisation’s discoverability or brand who wants to know how to ensure visibility in AI responses. You have a basic understanding of SEO and are ready to take the next step. During the training, we’ll explore the differences and similarities between SEO and GEO, what’s actually changing, and what remains a solid foundation.
Participants on the training course work in roles such as online marketer, marketing manager, content manager, communications officer, e-commerce manager and web developer.
GEO training programme
The programme follows the path an LLM takes from prompt to response: being found, selected, extracted and cited. The following topics are covered:
- Changing search behaviour: from search engine to answer engine, and the impact on the customer journey
- How LLMs search: retrieval, query fan-out and the role of Google and Bing in AI-generated answers
- Being found: technical accessibility for AI bots
- Crawlability by LLMs and robots.txt
- Use of JavaScript and clean HTML
- Speed and server response
- Structured data
- Duplicate content and canonical tags
- Prompt analysis: from keyword research to customer research
- Being selected and cited: optimising content for AI, context on product and service pages, the ‘About Us’ page and E-E-A-T
- Authority: mentions, digital PR and the impact on AI visibility
- Practical assignment: build your own GPT
- Measurability and your GEO plan
Are you coming with colleagues or would you like to retrain the whole team? Then check out the possibilities for a In-company GEO / SEO training. We customise these for you!
This is what our participants think:
AI SEO training
Clear, interesting and in-depth. Highly recommended!
Jeremy Roose
Online marketer
AI SEO training
Very interesting and fun. Received many valuable tips.
Mariëlle Hoogland
Training project coordinator
AI SEO training
Top training!
Tjark Jan Wierenga
Search & Performance Marketing specialist
AI SEO training
Hugely informative and sociable course. Open atmosphere in which we learned a lot from Ineke, Jeroen and the other students.
Julia Jansen
Marketing officer
AI SEO training
Interesting course with fine tools to work with yourself.
Sandra van den Berg
Digital Marketer
SEO advanced training
"It was a nice informative training. It helped me a step further. Clear and easy to follow, as it is not everyday material for me. Furthermore, a good alternation of theory and how to put it into practice."
Bas Smit
Funeral director
SEO advanced training
Very good, huge amount of handles and explanations with that included!
SEO advanced training
Fine comprehensive explanation!
Advanced training
Hugely enlightening!
Chris van Stegeren
Kitcentrum
SEO advanced training
Super im sharpening the basics, asking questions and gaining new insights.
Anouk Boersma
Online marketer
SEO advanced training
Fine people, clear communication and room for own input. I particularly liked the technical piece.
Anne Kroes
Online marketer
GEO trainers
The training is delivered by experienced specialists from the Onder team, who work every day to boost brand visibility on Google and in AI tools.
Ineke Withaar-Colijn
Ineke is a content specialist and trainer at Onder. Drawing on her knowledge of Communication Studies and Dutch, she built a custom GPT to simplify the final editing process. Ineke is also the creator of the HUMMSTAL method, a handy mnemonic for the basic SEO elements.
Mariska Snoek
Mariska is a content specialist at Onder, where she focuses on optimising content for SEO and GEO / AI SEO. Her background is in Higher Tourism and Leisure Studies, after which she discovered her passion for online marketing. Mariska combines her customer-focused approach with her expertise in making brands visible in search engines and AI tools.
Martijn Hoving
Martijn is the founder of Onder and an expert in GEO / AI SEO. He leads his team and provides training and advice on visibility in Google and LLMs. His expertise began with technical SEO and now covers all aspects of SEO and GEO. Martijn regularly speaks on this topic, including at SEO Benelux and Digital Dialogues.
Popular blogs about GEO and AI SEO
Can't wait to get started? Then these blogs are for you!
→ GEO = AI SEO. Change my mind.
Martijn explains how LLMs generate their responses, why search engines still play a major role in this, and what that means for the debate on SEO versus GEO.
→ Digital PR for AI SEO: how to become the source that LLMs cite
Why mentions on other websites determine whether your brand appears in AI responses, and how you can build that authority using your own data and digital PR.
→ How to get called in AI chatbots
In this blog, Leanne shows how AI chatbots gather information and why some brands are mentioned and others are not. You'll discover what you can do yourself to appear more often in replies from AI systems.
→ Preparing for the arrival of AI Mode
In this article, David explains what’s changing now that search engines are starting to think for themselves and provide answers, and what steps you can take right now.
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