PLEN

Training.

I teach marketing teams and boards how to measure brand visibility in AI assistants and turn it into a 12-week plan. On data from your category, not slides about the future.

AI Visibility & Growth · in-house training

For marketing, e-commerce and content teams, and for boards. Online or at your office, from 90 minutes to a full day.

Book a trainingSee the agenda

01 — The shift

Customers are still searching.
Just not where you measure.

The four numbers I open every session with. Each has a source and a date.

900M

people use ChatGPT every week. A year earlier it was 400M.

OpenAI via TechCrunch, 27.02.2026
8% vs 15%

of searches end in a click to a website — with an AI summary vs without one.

Pew Research Center, 07.2025
+138%

in AI traffic to online stores, year on year. It converts 54% better than other sources.

Adobe Digital Insights, 05.2026
−20% / ×2.9

construction industry: Google traffic is down, AI assistant traffic is up almost threefold — still only about 1% of Google’s volume.

GA4, Mar–Sep 2026 vs 2025, anonymised data

02 — SEO vs GEO

GEO does not replace SEO.
It changes what you compete for.

GEO (Generative Engine Optimization) is the work of shaping what AI assistants say about a brand. It builds on SEO, but has a different goal, different metrics and different places of influence.

SEOGEO
GoalA high position for the page in resultsThe brand in the answer: named and recommended
QueryA keyword or short phraseA full question with context, split by AI into several sub-queries
ResultA list of links and adsOne answer with a few brands
MetricsRanking, CTR, traffic, conversionsVisibility, share of voice, position on the brand list, citations
Where we workMostly your own site and links to itYour own site plus third-party sites: rankings, comparison sites, publishers, experts
MeasurementOne position in results for a phraseMany answers to the same question, across several assistants, repeated over time

03 — What I teach

Three areas of work,
one shared language

01

Content on your own sites

Rankings, comparisons and guides with concrete numbers. Answers to the questions the assistant asks in the background — one question usually means 4–5 sub-queries, often in English.

02

Content beyond your own sites

Assistants mostly cite sites you do not control. I show how to find the ones that matter in your category and how to get featured in them.

03

Technical setup and structure

Headings, tables, FAQ, update dates, structured data, access for AI crawlers. One good page per topic instead of many similar ones.

04 — Agenda

Team training: 4 hours
from the market shift to an action plan

  1. 0:00

    How search is changing

    How buyers are taking their questions to AI assistants, why there are fewer clicks but better visits, and how AI splits one question into several searches.

    35 min
  2. 0:35

    SEO vs GEO

    What SEO does not explain and what changes in visibility work. What stays from your current work and what has to be added.

    30 min
  3. 1:05

    Break

    10 min
  4. 1:15

    Your brand’s visibility in AI: reading the data together

    I run the measurement before the session. Together we go through visibility, share of voice, position on the brand list, cited sites and the topics missing from your pages.

    90 min
  5. 2:45

    Break

    10 min
  6. 2:55

    Strategy and action plan

    In groups, the team turns conclusions into priorities: content on your own sites, presence on external sites, technical fixes. We agree on owners, metrics and a 12-week plan.

    55 min
  7. 3:50

    Decisions and next steps

    Who owns the topic, which metrics we report and when we run the follow-up measurement.

    10 min

05 — Formats

One body of knowledge,
three levels of involvement

Board · 60–90 minutes

Board briefing

No SEO jargon. What is changing in customer behaviour, what it means for revenue and which decisions the team needs.

  • The scale of the change in 4 numbers
  • Risk and opportunity in your category
  • Who in the company owns the topic
  • Budget and a 12-week horizon

Marketing team · 4 hours

Team training

The agenda above. For marketing, e-commerce, content, PR and the people who sign off communications.

  • A measurement of your brand in 5 AI assistants
  • A map of gaps in content and sources
  • A 12-week plan with priorities
  • A checklist for an AI-ready article

Workshop · half a day or a full day

Hands-on workshop

For the people who will do the work. We work on your pages and your questions, not on generic examples.

  • An audit of 10 key pages
  • A brief, an article template and first drafts
  • A list of sites to work with
  • A measurement dashboard and reporting cadence

Before the training: a measurement of your brand

So that the training rests on your data, a few days beforehand I measure your brand’s visibility in Scorra: 50–100 customer questions grouped by stage of the buying journey, five AI assistants, the share of your brand and competitors, and the most cited sites.

  • ChatGPT
  • Gemini
  • Perplexity
  • Google AI Mode
  • Google AI Overviews

What the team takes away

  • A baseline report: visibility, share of voice, position
  • A list of customer questions for ongoing monitoring
  • A gap map: topics and sites where you are missing
  • A 12-week plan with owners
  • A checklist and an article template
  • Materials for people who could not attend
Book a training

Contact

Need strategic advice?

Tell me about your project in a few sentences — strategy, choosing an agency, your team or your brand’s visibility in AI. I will reply and suggest where to start. For full delivery, work with my agency organicly.agency.

Write to me