• Laying the foundations of modern SEO and understanding the evolution of practices in the face of
  generative AI
• Gradually integrate best optimization practices into tools and
  AI engines
• Implement practical exercises to strengthen autonomy on the
  SEO in apps and AI search results
• Know how to effectively use prompt engineering to generate and optimize
  SEO content adapted to AI engines
• Develop strategic intelligence on the evolution of SERPs and
  generative AI technologies

Program — SEO & AI Referencing (2 days)

SEO, GSO & GEO: from classic SEO to AI optimization

Day 1 — SEO Fundamentals & Introduction to Generative AI

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1. Introduction to SEO: definitions and pillars

• Understand the basics: indexing, keywords, content, technique.
• The 3 pillars of SEO: technical, semantic and popularity.
• The 3 pillars of SEO: technical, semantic and popularity.
• On-page and off-page best practices.
• Overview of essential tools: Google Search Console, SEMrush, Ubersuggest, Ahrefs, etc.

2. Practical workshop: SEO audit & competitive analysis

• Basic diagnosis of a site.
• Identification of SEO strengths, weaknesses and opportunities.
• Quick study of the competition.

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Afternoon (13:30 — 17:00)

3. Introduction to generative AI applied to content

• Understanding how AI models work: principles, limitations, and risks.
• Overview of tools: ChatGPT, Claude, Perplexity, Mistral, Gemini.

4. Discovery of prompt engineering applied to SEO

• Structure of an effective prompt: role, objective, tone, constraints.
• Practical cases: generation of titles, meta-descriptions, short texts, simple articles.

5. Workshop: evaluating the SEO quality of AI content

• Relevance analysis, readability, keyword density.
• Verification of compliance with good SEO practices.

Day 2 — GSO/GEO Strategy & Optimization with AI
Morning (9am — 12:30pm)

6. Understanding Generative Search Optimization (GSO)

• Verification of compliance with good SEO practices.
• What is GSO/GEO and why it is crucial for tomorrow.
• How AI engines (ChatGPT, Gemini, Perplexity...) collect and synthesize information.
• What types of content are highlighted in the generative results.

7. Workshop: adapting content for AI engines

• Rewriting and structuring a page to be “understood and summarized” by the AI.
• Use of guided prompts for the creation of AI-optimized content.

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Afternoon (13:30 — 17:00)

8. Full workshop: SEO + AI mini-project

• Choice of a subject or a theme.
• Quick audit of the selected site or content.
• AI generation: titles, texts, FAQ, SEO-friendly structuring.
• Simulation and testing in various AI engines (Gemini, Perplexity, etc.).
• Visibility analysis and adjustments.

9. Feedback & final evaluation

• Presentation of mini-projects and collective feedback.
• Summary of lessons learned: SEO and AI best practices.
• Deliverables delivered: prompt templates, optimization checklist, monitoring tools.
• Q&A session and post-training action plan.