The Future of Search: SEO, AEO, GEO and DEO
4-week program | Intermediate | $499
Search is no longer just about ranking pages. It is about being found, referenced, and understood across search engines, AI-generated answers, and machine-readable ecosystems.
Program highlights
Understand how search and AI work
Why SEO, AEO, GEO and DEO matter
Weekly practical homework tasks
90-day action plan
4-weeks online with final week Live Q&A
Download more information on The Future of Search
What we cover
This course helps marketers understand how search and discovery are changing in an AI-shaped environment, and what to do now to stay visible. Search is no longer just about ranking pages. It is about being found, referenced, and understood across search engines, AI-generated answers, and machine-readable ecosystems.
Across four weeks, participants will learn how SEO, AEO/GEO and DEO work together, and how to apply them in a practical, business-focused way. This is not a technical SEO course. It is designed to give marketers a clear framework and the confidence to take action.
Each week builds toward a tangible outcome, culminating in a practical discoverability strategy and a 90-day action plan that can be implemented immediately.
What participants will leave with:
By the end of the course, participants will be able to explain what is changing in search and discovery, understand the role of SEO, AEO/GEO and DEO, identify the signals that influence visibility, assess their current readiness, and prioritise the actions that will have the greatest impact.
Participants will leave with a complete set of working outputs including a brand discovery map, a visibility audit, a discoverability strategy, and a clear 90-day plan to improve visibility across search and AI-driven environments.
Who this course is for:
This course is designed for marketing leaders, digital and content teams, brand and communications teams, SEO and content managers, agencies advising clients, and in-house marketers who need a practical approach rather than deep technical training.
Week 1
Week 1
- The shift: from search to discovery
- What’s driving the change
- What’s changing in consumer behaviour
- What’s happening to SEO
- The new discovery landscape
- Where brands now need to show up
- SEM and Tech demo 01 AI in marketing
Week 2
Week 2
- How visibility works now (simple model)
- AEO / GEO (answer layer)
- DEO (entity layer)
- Authority and trust signals
- How it all connects
- SME and Tech demo
Week 3
Week 3
- New search strategy
- Implementation playbook
- External authority about pages
- SME and Tech demo
Week 4
Week 4
- Measurement and ROI
- A new operating model 90-day plan
- What’s next - future view
- SEM and Tech demo
- Live Q&A
FAQs
Who is the Future of Search: SEO, AEO, GEO and DEO program designed for?
This course is designed for marketing professionals who understand that AI is fundamentally reshaping how audiences discover brands, content, and products — and want practical, implementable strategies rather than theoretical overviews.
Specifically, you'll get significant value from this course if you are:
• A digital marketer, content strategist, or SEO specialist seeking to extend your practice into AI-era visibility
• A marketing manager or CMO responsible for organic and content strategy at a brand navigating declining informational traffic
• A communications or PR professional who needs to understand how AI systems form perceptions of brands and organisations
• A freelance consultant or agency professional who wants to offer AEO/GEO services as part of a modern digital marketing offering
• A founder or marketing leader at an SME who wants their brand to be cited and recommended by AI systems in their category
The course is practitioner-focused and does not require a technical AI background. You don't need to know how to build AI systems — you need to know how to work strategically alongside them.
What makes the Future of Search: SEO, AEO, GEO and DEO program different
from other AI marketing courses?
This course reflects how discovery actually works today. It connects SEO, content, PR and brand into a single, practical approach, supported by real-world SME perspectives, technology demonstrations, and structured weekly homework that builds into a complete plan.
What will I be able to do after completing the Future of Search: SEO, AEO,
GEO and DEO program?
By the end of the course, participants will be able to explain what is changing in search and discovery, understand the role of SEO, AEO/GEO and DEO, identify the signals that influence visibility, assess their current readiness, and prioritise the actions that will have the greatest impact.
Participants will leave with a complete set of working outputs including a brand discovery map, a visibility audit, a discoverability strategy, and a clear 90-day plan to improve visibility across search and AI-driven environments.
How does this course keep up with how fast AI is changing? Will what I learn be outdated quickly?
The AI landscape is moving fast, and any honest course provider should acknowledge this directly. Our approach:
The curriculum is structured in two layers. The strategic and conceptual layer and tactical layer with weekly practical tasks to apply to any business situation.
Access to the Air-Hub community for 3 months following the completion of the course and opportunities for continued learning. The course community will still be able to engage with one another and share learnings.
How much is the course?
The course is $499 incl GST
How long does the course run for?
It runs for 4 weeks with content released every Monday.
When is the live?
The Live Q&A will take place in the 4th week of the course. You will be invited to the session through the air-hub.
Is the course only online?
Yes the course is only delivered online however there is a live Q&A in the final week which offers you to chance to ask questions and hear insights from our SMEs and tech insiders.
How many hours per week are involved?
We suggest 3-4 hours per week.
How is the course paced?
The course modules will drop each week. It will include theory, insider knowledge from SME’s and Tech providers.
Is there an assessment?
No this course doesn’t have an assessment. If you’d like to earn a certificate, consider completing the AI-Ready for Marketers course. An 8-week program covering the full marketing spectrum.
What does the course cover?
The course covers 4 key areas:
• THE DISCOVERY ECONOMY: Why is search changing and what does the new landscape look like?
• THE DISCOVERABILITY LANDSCAPE: What drives visibility now (SEO, AEO/GEO, DEO)
• BUILDING A DISCOVERABILITY STRATEGY: How to approach discoverability today
• EXECUTING A DISCOVERABILITY ROADMAP: Structural changes required
What is Answer Engine Optimisation (AEO)?
Answer Engine Optimization (AEO) is the practice of structuring and optimising digital content so that AI-powered answer surface your content.
What is Generative Engine Optimisation (GEO)?
Generative Engine Optimisation (GEO) is the discipline of optimising content so that large language models (LLMs) retrieve, synthesise, and cite your content when generating responses.
What is Direct Engine Optimisation (DEO)?
Direct Engine Optimization (DEO) is the forward-looking practice of optimising brand presence, content, and data for retrieval by AI agents, autonomous workflows, and embedded AI systems that deliver direct answers or take actions — without ever routing users to a website.
What is the difference between AEO and SEO?
The core distinction is that SEO competes for position in a list while AEO competes for selection as the answer. As AI-mediated search grows, AEO visibility increasingly matters more than rankings for brand exposure and authority.
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