AI-Powered Content Strategy: From SEO to GEO

Generative AI is transforming how information is created, discovered, and consumed.

As search engines evolve into conversational assistants and answer engines, traditional search engine optimization (SEO) is expanding into generative engine optimization (GEO): designing content that can be interpreted, retrieved, and surfaced effectively with AI-driven systems.

This course examines how marketers can build effective strategies across conversational assistants, AI search platforms, and large language models trained on different retrieval and ranking methods.

Through real-world examples and hands-on analysis, students will explore: The differences between traditional SEO and AI-driven discovery How generative systems retrieve, rank, and present information Strategies for strengthening visibility and brand presence across AI environments The role of content authority, structured knowledge sources, and brand consistency How responses differ across conversational, search, and multimodal interfaces Students will leave with a practical strategy for aligning brand messaging, content workflows, and digital visibility across both traditional search and generative discovery platforms.

No coding experience is required.