About the training
CLICKTRUST’s one-day GEO (Generative Engine Optimisation) training teaches marketers how ChatGPT, Perplexity and Google AI Mode select and cite sources. You audit your own brand’s AI visibility, learn to write atomic, citable content, fix the technical basics for AI crawlers and plan third-party citation building. Next sessions: 22 October 2026 or 19 November 2026, Brussels. €440 excl. VAT.
Last updated: October 2026
Why does GEO matter in 2026?
Search no longer starts and ends on Google. AI assistants answer questions directly, and the brands they cite capture the attention.
- ChatGPT reached 1 billion daily searches 5.5× faster than Google did (Visual Capitalist).
- Google AI Mode rolled out in Belgium in October 2025.
- ChatGPT ads launched in Europe at the end of August 2026.
- McKinsey projects that 20% to 50% of traditional organic search traffic is at risk by 2030.
- Bots now account for 57% of webpage requests (Cloudflare, via Search Engine Land).
There is no page 2 in an AI answer: if your brand is not in the first synthesis, it is not in the customer journey.
How is GEO different from SEO?
SEO gets your page ranked so people click. GEO gets your brand mentioned and cited inside AI-generated answers. The two must never run in silos: LLMs search the web, so strong SEO remains the foundation.
|
SEO |
GEO |
| Focus |
Ranking positions in Google |
Citations in AI responses |
| Goal |
Keyword visibility |
Authority recognition |
| Success metric |
Search rankings |
Share of visibility in AI answers |
| Traffic source |
Organic clicks |
AI referrals |
| Unit optimised |
The page |
The passage / paragraph |
Who is this GEO training for?
- Marketing directors and managers responsible for brand visibility.
- SEO and content leads moving from rankings to AI citations.
- Digital strategists planning long-term search presence.
- Performance marketers aligning paid, organic and AI visibility.
- No coding required; basic SEO knowledge recommended.
What will you be able to do after the training?
- Explain how LLMs retrieve, select and cite information.
- Build a prompt inventory by segment, persona and funnel stage.
- Run a GEO visibility audit for your brand and competitors
- Rewrite page content into atomic, citable facts with FAQ and table formats.
- Check robots.txt, schema markup and JavaScript rendering for AI crawlers.
- Plan third-party citation building and turn existing backlinks into brand mentions.
- Track share of visibility, share of voice, sentiment, AI referrals and AI bot activity.
Program
1. Framing: why GEO matters now
- Search and LLM market data, incl. Belgian LLM market share
- Paid search and ChatGPT ads in Europe
- Exercise: live brand visibility check in ChatGPT, Google AI Mode and Perplexity
2. The shift in search behaviour
- Fragmented discovery: TikTok, Instagram, Reddit and AI assistants
- The zero-click era and Google AI Mode
- AI agents, LLM browsers and agentic checkout
- Impact on organic traffic and the rise of bot traffic
3. How LLMs retrieve information
- Training vs programming; vector search and topical depth
- Why atomic facts beat vague brand copy
- Where ChatGPT, Perplexity and AI Overviews source their answers
- Owned content vs frequently cited third-party sources: what to prioritise
4. The GEO optimisation process
- Prompt research: building a prompt inventory from keywords, Search Console questions, Reddit and sales conversations. Exercise: create a starter inventory of ~10 prompts
- Visibility audit: setting up a brand project in AIViz (brand, competitors, models, personas, prompts). Exercise: create your own project
- Content optimisation: atomic facts, TL;DR summaries, question-style H2s, FAQ blocks, comparison tables, author and date signals, controlled use of generative AI and validation workflows. Exercise: rewrite a real page
- Technical enablement for AI crawlers: OAI-SearchBot, ChatGPT-User and GPTBot; robots.txt; llms.txt; schema markup; JavaScript vs HTML content. Exercises: check robots.txt and schema on your own site
- Third-party citation building: digital PR, Reddit and Wikipedia presence, partnerships, turning backlinks into back-mentions
- KPIs and monitoring: share of visibility, share of voice, sentiment, GA4 AI referrals and log file analysis
5. Putting it all together
- Case study: a GEO programme for an automotive brand, from audit to measured impact.
6. Wrap-up
- Key takeaways, Q&A and your next steps
Who is the trainer?
Mathias Petropoulos & Simon Rampaer are digital performance analysts at CLICKTRUST, specialised in SEO and GEO. They run GEO visibility audits and content optimisation for CLICKTRUST clients.
Why train with CLICKTRUST?
- We teach the methodology we apply on client GEO projects, not theory.
- CLICKTRUST maintains a network of over 1,000 partner publishers for citation building.
- Sectors where GEO is deployed: finance, automotive and SaaS; ecommerce, fashion…
Practical info
How much does this training cost?
440 euro per person (VAT excl.) This price includes:
- Training
- Q&A time
- Certificate
- Slides
- Breakfast, lunch and drinks
What language is the course in?
English; questions welcome in French or Dutch.
Timing:
09:30 – 16:00
Where is this training?
CLICKTRUST offices, Cours Saint-Michel 30a, 1040 Brussels (next to Merode metro).
Group size: limited for hands-on work.
In-company: available as a tailored session at your offices.
Frequently asked questions
What is GEO (Generative Engine Optimisation)?
GEO is the practice of making a brand visible and cited in answers generated by AI systems such as ChatGPT, Perplexity, Gemini and Google AI Mode. It was also called GAIO.
Is GEO replacing SEO?
No. LLMs search the web to build answers, so strong SEO stays the foundation. GEO adds citation-focused content, technical access for AI crawlers and third-party mentions.
Do I need technical or coding skills?
No. The technical module uses free checks (robots.txt, schema validators, SEO audit tools). Basic SEO knowledge helps.
Which tools are used during the training?
AIViz for AI visibility audits, plus GA4, Semrush, Screaming Frog and Google’s structured data documentation.
Will I work on my own brand?
Yes. Exercises include a visibility check, a prompt inventory and an AIViz project for your own brand.
Should I bring a laptop?
Yes, the exercises are hands-on.
How much does the training cost?
€440 per person, excl. VAT, including breakfast, lunch, slides and a certificate.
In which language is the training given?
English. The trainer also answers questions in French and Dutch.
Can the training be organised for my team only?
Yes. CLICKTRUST delivers tailored in-company GEO training at your offices or ours.
Get your brand into the AI answer.
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