SEO and AI responses
How can you improve your visibility in search engines and in AI assistants’ responses?
1960 € per session, excl. VAT
In short
“Optimise SEO and visibility in AI answers” is a private in-person session of a full day for digital marketing managers and SEO officers or web writers and website managers. It helps you identify your target audience’s search intent and priority questions. Groups of up to 12 participants, in French, with exercises on your own work cases.
Why this training?
Internet users now also look for answers in AI assistants, alongside search engines. Marketing teams are wondering what to change, caught between miracle solutions and a lack of methodology. The session starts with the lasting foundations of SEO (useful pages, clear structure, verifiable information) and shows how to make them easy for both search engines and assistants to understand, with honest monitoring: we measure, we do not promise a position. Ongoing case study: « Thermia », a fictitious heat pump installer, wants its pages to answer homeowners’ questions better (cost, financial support, maintenance, timescales) and appear in relevant results and answers. A fictitious ten-page website is provided. Transfer to the workplace: The participant applies the audit and rewriting process to a real priority page, then takes an initial monitoring reading one month later.
Objectives of this training
- Identify your target audience’s search intent and priority questions
- Audit a page against criteria for structure, clarity and reliability
- Rewrite a page so that it answers the intended questions directly and accurately
- Describe the structured data relevant to a page and check its validity using an official tool
- Set up a monitoring protocol for search engines and AI assistants
- Prioritise an improvement plan across ten pages
Who is it for and what are the prerequisites?
Roles and tasks concerned
- Digital marketing managers and SEO officers
- Web writers and website managers
Prior skills
- Regularly use a generative AI assistant and know how to structure a request (AI Prompting level or equivalent knowledge and skills).
- Practise marketing for your organisation: target audiences, channels, content and key indicators.
- Have read access to your organisation’s website and, if possible, its audience or search analytics tool.
What you will work on
How search engines and assistants find information
Objective: Understand what is stable and what is uncertain. Indexing, relevance, quality signals; AI assistants that cite web sources; what is officially documented and what is speculation.
Search intent and priority questions
Objective: Write for the target audience’s real questions. Types of intent; collecting questions (customer service, related searches, forums); AI-assisted grouping and verification.
Page audit
Objective: Identify what prevents a page from being understood. Checklist: title, subheading structure, direct answer, accuracy of figures, author and last updated date, sources, internal linking.
Rewrite to answer clearly
Objective: Produce a useful, verifiable page. A short answer at the top, structured elaboration, genuine FAQs, verified and sourced data; rejecting filler content and keyword stuffing.
Structured data and technical signals
Objective: Make pages easier for machines to read. Common types of structured data (organisation, FAQ, article, product); validation using the official testing tool; technical basics to flag to the web team.
Monitoring and improvement plan
Objective: Measure without making promises. Monitoring protocol: benchmark queries, dated records in search engines and assistants, audience metrics; limitations of measurement in assistants; impact × effort prioritisation.
What you take away
- Dated record of results and cited sources
- Questions × pages map
- Audit sheets for three pages
- Rewritten page with validated structured data
- Monitoring protocol and improvement plan for ten pages
Method and assessment
- Short teaching inputs followed by immediate practice on the ongoing case study.
- Individual work followed by work in pairs, with participants reviewing each other’s outputs.
- Guided group discussion: what works, what needs correcting and what remains a human decision.
- Preparation: List ten important pages on your website. Note the questions your customers most often ask before buying.
Observable criteria: Each recommendation distinguishes documented practice from hypothesis; The rewritten page answers the intended question from the opening lines; All figures on the rewritten page are sourced; The structured data passes the official validation tool without errors; The monitoring protocol defines benchmark queries and a recording frequency.
Frequently asked questions
Do you guarantee a better ranking or a citation by AI assistants?
No. Nobody can guarantee this: the session provides a method for improvement and measurement, not a promise of results.
Are technical skills required?
Not for the most part; technical points are framed as clear requests to pass on to your web team or service provider.
Do the rules change often?
The underlying practices remain stable; specific points are checked against the search engines’ official documentation at the time of the session.
Can we work on our own website?
Yes, for auditing public pages; the Thermia case study provides a shared training ground.
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