Objectives:
‍

Day 1:

• Understand the fundamentals of SEO and its place in an SEM strategy.
• Optimize your company's presence on the web.
• Understand the tools available to measure the performance of your natural referencing.
• Discover the AI tools available to optimize your SEO more quickly.
• Learn how to formulate prompts to obtain optimal results.
• Learn to use generative AI to generate quality content, optimized for the web.

Day 2:‍

• Define an effective corporate communication strategy on social networks.
• Discover the best tools available to manage your social networks and deploy your communication.
• Learn how to use AI tools for content creation (text and image).
• Learn how to formulate prompts to obtain optimal results.
• Integrate AI into enterprise content production processes.

This program aims to integrate the fundamentals of SEO with the most recent artificial intelligence techniques, in order to help participants strengthen the online visibility of their business. They will learn to optimize their digital strategy through a thorough understanding of search engines and their algorithms. The sessions will include practical exercises to develop skills in performance analysis and the formulation of accurate prompts, ensuring a better quality of the content generated. By mastering these tools, participants will be in a position to gain efficiency and stand out from the competition thanks to innovative AI solutions.

Day 1 | SEO & AI - Revolutionizing your SEO strategy with artificial intelligence
‍

Morning: Introduction to SEO and optimization techniques1. Presentation & free exchange (30m)

• Creation of a problem wall with learners.
• Discussion about expectations and presentation.

2. Introduction to SEO (45m)

• Definition of SEO and its importance in a web referencing strategy (SEM).
• Difference between SEO and SEA.
• The foundations of natural referencing (SEO).

3. SEO Tools & Best Practices (45m)

• Essential tools for effective SEO monitoring (Google Analytics, Google Search Console, SEMrush, etc.).
• Strategic keyword research: methods and tools.
• On-page and off-page optimization: how to optimize what already exists?

3. Practical SEO workshop (1 hour)

• Case study: SEO analysis of an existing website.
• Practice on keyword research and content optimization/creation.

4. AI & SEO are not compatible: Myths or Reality? How to use AI wisely for SEO? (15m)

• Is AI-generated content favored or penalized by Google?
• How to prevent yourself from the risks of writing with the AI of content optimized for the web.

Afternoon (13:30 - 17:00): Generation of textual content with AI1. Introduction to generative AI (1h)

• Presentation of generative AI tools: ChatGPT, Perplexity, Mistral, Gemini.
• Use cases and best practices of generative AI in creating and optimizing content for the web.

2. Creating textual content with AI (2 hours)

• Using ChatGPT and other templates for content writing.
• Techniques for obtaining very qualitative content on which to make only minor corrections, while remaining qualitative in the eyes of Google.
• Practical workshop: writing blog articles & on-page optimization with AI.

3. Assessment and conclusion (30 min)

• Assessment of achievements (quiz or feedback on projects created).
• Discussion on the practical integration of AI into SEO-related work processes.

Day 2 | Social Media & AI - Optimize your social media communication with AI

Morning : Social Media Marketing (SMO) 1. Introduction to social media marketing (1h)

• The importance of social networks for businesses.
• Presentation of the main platforms (Facebook, Instagram, LinkedIn, TikTok), their specificities and the latest trends.

2. Communication strategies on social networks (1h)

• How to create a communication strategy on social networks.
• The usefulness of a communication plan: channels, frequency, ToV, formats, key messages.
• Techniques to increase engagement: storytelling, impactful visuals, CM.

3. Practical social media workshop (1h15m)

• Development of a content strategy for a fictional brand, or for the brand of the company formed.
• Use of native platform management tools (Meta Business Suite, LinkedIn, etc.) and introduction to other complementary tools (Hootsuite, Buffer, Canva).

Afternoon : Creation of texts and images with AI1. Creating images with AI (1h30)

• Presentation of image-generative AI tools: Midjourney, DALL-E, Flux AI.
• Techniques for writing accurate visual prompts.
• Techniques for writing accurate and optimized writing prompts for social networks using text AIs.

2. Project workshop: Integrating AI into content strategy (2h)

• Group work: Development of a content strategy using generative AI tools.
• Creation of images and texts for publications on social networks.

3. Keep, Improve, Start, Stop (KISS method) and Conclusion (30 min)

• Discussion on the points seen during the two days of training and work on the KISS method in pairs.
• Exchanges on the practical integration of AI into work processes on social networks.