WSQ Advanced SEO, AEO & GEO Course

Topics Covered:

• Complete a diagnostic recap of core SEO, AEO, and GEO foundations, including Google’s position that optimisation for its generative AI features remains SEO.
• Compare how organic search, Google AI Overviews, AI Mode, ChatGPT Search, and Perplexity retrieve and select sources.
• Apply grounding, retrieval-augmented generation, query fan-out, and passage-level selection to content and search-journey analysis.
• Conduct advanced search-demand research across keywords, questions, entities, prompts, competitors, and search results.
• Build Hub and Spoke architecture using entity relationships, topic clusters, internal linking, and the website knowledge graph.
• Create answer-first content with clear, self-contained passages, original evidence, and first-hand experience, treating Featured Snippets and People Also Ask as secondary opportunities.
• Diagnose content decay, cannibalisation, and duplication, and decide whether to update, consolidate, redirect, or retire content.
• Apply AI-assisted content workflows within editorial governance, source-verification, originality, and scaled-content-abuse limits.

Topics Covered:

• Audit crawling, indexing, rendering, JavaScript SEO, and rendered-content accessibility across search and AI crawlers.
• Resolve canonicalisation, URL parameters, faceted navigation, redirects, duplicate URLs, and orphan pages.
• Diagnose Core Web Vitals using field and laboratory data for Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift.
• Implement and validate structured data for supported search features and entity identification, ensuring that markup matches visible content.
• Examine the retirement of Google FAQ rich results as a structured-data lifecycle and maintenance case study.
• Separate evidence-based practice from unsupported AI-search claims, including special AI schema, prescribed content-chunking formats, and the current status of llms.txt.
• Audit AI crawler access across search, retrieval, training, and user-triggered agents, and recommend appropriate robots directives and snippet controls.
• Evaluate structured product feeds and agentic-commerce protocols at awareness level, with implementation left to the ecommerce pathway.

Topics Covered:

• Conduct advanced backlink and referring-domain audits to identify authority gaps, unlinked mentions, and lost links.
• Evaluate source quality using relevance, editorial independence, and topical authority rather than relying on a single third-party score.
• Build linkable and citable assets using original research, expert commentary, reference tools, and case studies.
• Strengthen brand-entity consistency across owned properties and authoritative third-party sources.
• Improve citation readiness through clear claims, identifiable authorship, source transparency, stable URLs, and independent corroboration.
• Analyse citation and source gaps across search engines and AI answer platforms.
• Distinguish earned authority from artificial mentions, citation manipulation, link spam, and other manipulative tactics under Google’s spam policies.
• Prioritise authority-building opportunities, with full digital-PR campaign execution left to Module 3.

Topics Covered:

• Establish a measurement framework spanning traditional organic search and AI-mediated discovery.
• Use Google Search Console, including its generative-AI performance reporting, while accounting for current dimensions and rollout limitations.
• Use GA4 to analyse organic and AI-referred sessions, assisted conversions, commercial outcomes, and unattributed-traffic limitations.
• Design controlled AI-visibility tracking using defined prompt sets, repeat observations, consistent conditions, and documented methodology.
• Measure brand mentions, citations, citation share, share of voice, sentiment, factual accuracy, and cited URLs.
• Explain measurement volatility caused by sampling, personalisation, prompt variation, geography, and model changes.
• Diagnose situations where traditional rankings and AI citations diverge.
• Design experiments and produce an integrated SEO, AEO, and GEO action plan covering prioritisation, reporting, governance, business impact, and ROI.

• Case Study Written Assessment
• Individual Project Presentation