Search marketing now spans conventional results, maps, generated answers and shopping experiences. The useful work still starts with a real customer question, an accurate offer and a website that can be accessed and understood. This course connects SEO, generative engine optimization (GEO) and answer engine optimization (AEO) through three practical business projects. You will work with a fictional bicycle-repair service, an ecommerce product and an operations consultancy. Each project supplies business facts, starting files, revised files and worked reasoning. You can inspect the changes and try the customer task yourself.
Begin by defining a meaningful outcome. Build an intent map and content brief. Learn to separate crawling instructions, indexing instructions and private access controls. Review page titles, useful answer sections, internal discovery routes, structured data and local or international context. The emphasis is on understanding what a change does and how to verify it.
The AI-search lessons explain how to distinguish a brand mention from a citation and a recorded referral. You will create a bounded prompt sample, keep failed runs in the log and review factual accuracy. Platform guidance is tied to named sources and an edition date, so a changing feature can be checked rather than treated as a permanent trick. Measurement lessons use constructed datasets to expose common mistakes. Calculate aggregate CTR from total clicks and impressions. Distinguish key-event counts from sessions containing a key event. Compare a product experiment with an overlapping promotion and explain why a traffic increase does not establish an isolated treatment effect.
