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Description

GEO: Understanding Generative AI, Structuring Content and Getting Cited

Understand how answer engines select their sources and make your content genuinely citable

  • 1 day — 7 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

A search no longer always ends with a click: an answer written by artificial intelligence appears and cites only a handful of sources. Marketing teams are seeing traffic fall on pages that still rank well, with no method for knowing whether their brand is quoted or ignored in those answers.

One day to understand how answer engines work, observe the way they handle your content and adapt your editorial production. You leave with a citation tracking grid and a prioritised list of pages to rework.

Learning objectives

  • Explain how an answer engine selects and cites its sources
  • Test your brand's presence in generated answers on your key topics
  • Structure a page so that it is understood and reused by a generative model
  • Adapt your editorial plan to conversational phrasing
  • Set up tracking of citations and traffic coming from AI assistants

What makes this programme different

Tests are run live on participants' own topics and pages
A citation tracking grid is completed during the session and taken away by each participant
Gaps between classic search optimisation and answer engines are addressed page by page

Programme

1Answer Engines and New Search Behaviours

Understand before optimising

  • Distinguish between a search engine and an answer engine
  • Identify what a generative model looks for within a page
  • Spot the sources cited on your own queries
  • Measure the effect on traffic and inbound enquiries

2Making Content Discoverable and Citable

Writing to be quoted

  • Structure content as self-contained answers
  • Refine headings
  • definitions and lists
  • Provide verifiable evidence and clear author attribution
  • Ensure consistency across pages covering the same topic
  • Avoid phrasing that prevents reuse

3Action Plan and Monitoring

Establishing a measurement routine

  • Prioritise the pages to be reworked
  • Build a list of queries to monitor
  • Track citations and brand mentions
  • Allocate roles between editorial and search teams

Who is it for

Marketing managers · communication officers · web copywriters and search specialists facing a decline in traffic from search engines.

Prerequisites

Familiarity with search engine optimisation principles and hands-on experience of publishing content online.

Dates & locations

36 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.