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Description

GEO: Structuring, Writing and Measuring SEO Content Cited by AI

Adapting your content so that it is cited in answers generated by conversational AI engines

  • 0.43 days — 3 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

A growing share of searches now ends with a generated answer and no click through to the website. Content optimised to rank on a results page is not necessarily the content that conversational engines reuse and cite. Marketing teams see traffic eroding without knowing which pages are responsible.

This three-hour virtual session covers generative engine optimisation applied to writing. Participants understand how an answer is assembled, structure their pages to make extraction easier, adapt their writing to the questions users actually ask and put in place a way of tracking the citations they obtain.

Learning objectives

  • Explain how a conversational engine selects and cites its sources
  • Structure a page to make answer extraction easier
  • Write content that answers the questions users actually formulate
  • Strengthen the credibility signals expected of a cited source
  • Set up tracking of the mentions and citations obtained

What makes this programme different

An existing page belonging to the participant is restructured during the session for extraction
Generated answers on the organisation's own queries are analysed source by source
A citation tracking sheet is built during the session

Programme

1How generated answers work

Understanding what the engine will reuse

  • How an answer is assembled from selected sources
  • Differences from ranking on a results page
  • Criteria used to select and cite a source
  • Consequences for traffic and for measurement

2Structuring and writing for extraction

Writing passages that can be reused as they stand

  • Breaking content into questions and self-contained answers
  • Summary headings and direct phrasing
  • Verifiable factual elements and internal sources
  • Useful mark-up and structured data

3Authority and measurement of results

Checking that the work produces an effect

  • Credibility signals expected of a source
  • Presence on third-party platforms and external mentions
  • Tracking citations obtained across a panel of queries
  • Balancing direct traffic against visibility within answers

Who is it for

Web writers and search specialists as well as marketing managers and content project managers.

Prerequisites

Practical experience of writing for the web and knowledge of search engine optimisation basics.

Dates & locations

12 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.