SEO for Google and AI Search
SEO for Google and AI Search is a platform-neutral course in white-hat SEO, from keyword research by search intent, on-page optimisation and helpful E-E-A-T content to technical SEO and preparing a site for AI Overviews and AI Mode. It suits website owners, online marketers and web developers, and you leave with an SEO audit and action plan for your own site.
- Duration18 hours · 3 days
- FormatOnsite / live online
- Next roundOn request
- CertificateIncluded
Course overview
Google's results page is no longer just ten blue links. Searchers now see AI Overviews, AI Mode, rich results, local map packs and products on the same page. Many website owners and marketers are unsure what to do differently, and some turn to shortcuts or to unproven AEO and GEO advice, even though Google states that sound SEO fundamentals remain the key to being found in both the classic results and its AI features.
This course teaches SEO without tying it to any one CMS, so it works for sites built with HTML, WordPress, Shopify or in-house systems. Learners start with strategy, keyword research by search intent, site structure and on-page optimisation, then move on to E-E-A-T content, crawling and indexing, technical SEO, Core Web Vitals and structured data. The course then covers AI search based on Google Search Central documentation, link building, local and e-commerce SEO, and measurement with Search Console, GA4 and Looker Studio, and closes with a workshop that audits a real site and builds an action plan. (3 days, 6 hours per day, 18 hours in total, Beginner level.)
What you’ll gain
- Understand how Google Search crawls, indexes and ranks pages, and the role of AI Overviews and AI Mode
- Research keywords by search intent and plan a site structure with topic clusters
- Optimise on-page elements and write helpful content that follows E-E-A-T
- Diagnose and fix technical SEO, indexing, Core Web Vitals and structured data issues
- Prepare a site to be eligible as a source in Google's AI features, following official guidance
- Measure results with Search Console, GA4 and Looker Studio and plan SEO work for a real site
Who this course is for
- Website and business owners who want customers to find them on Google
- Online marketers and content teams responsible for search traffic
- Web developers and IT staff who need sites that follow technical SEO practice
- Students working on website projects and anyone interested in an SEO career
Prerequisites
- Confident use of a computer, web browser and the internet
- Basic online marketing knowledge; basic HTML is helpful
- Your own or your organisation's website to practise on, or the sample site provided
- A Google account for Search Console, GA4 and Looker Studio
Curriculum
Course Details
This course is the 2026 edition of SEO: Optimising Your Website to Rank, rewritten from scratch for Google Search in the era of AI Overviews and AI Mode, based on Google Search Central documentation. It runs for 3 days, 6 hours per day (18 hours in total, 09:00-16:00), as lectures with labs on the learner's own site or a sample site. Beginner level. Day 1 covers strategy, keyword research, site structure and on-page optimisation. Day 2
covers E-E-A-T content and technical SEO, including indexing, Core Web Vitals and structured data. Day 3 prepares a site for Google's AI features and covers link building, local and e-commerce SEO, and measurement with Search Console, GA4 and Looker Studio, ending with an SEO audit. The course is not tied to any CMS, unlike SEO with WordPress CMS, which works hands-on in WordPress. Learners take home an SEO audit checklist and report and plan templates.
Day 1 Foundations, Strategy, Keywords and On-page SEO
Section 1: How Google Search and AI Search Work
- Crawling, indexing and serving in Google Search
- How AI Overviews and AI Mode choose pages as supporting links, and the idea of query fan-out
- Google Search Essentials: technical requirements, spam policies and key best practices
- How SEO, Google Ads and social media differ, and how to combine them
- Common SEO myths and unproven AEO or GEO advice
Section 2: Lab: An SEO Strategy That Fits Business Goals
- Define the audience, business goals and KPIs for SEO
- Analyse the results pages and competitors in your own market
- Pick the pages that drive revenue or leads as the focus of SEO work
- Lab: draft a one-page set of goals and KPIs for your site
Section 3: Lab: Keyword Research and Search Intent
- Seed, head and long-tail keywords and when to use each
- The four types of search intent, and matching keywords to page types
- Find keywords with Keyword Planner, Google suggestions and real Search Console data
- Group keywords by topic rather than chasing single terms
- Lab: build a keyword map for your site
Section 4: Lab: Site Structure and Topic Clusters
- A site structure that Google and users understand, and URL design
- Pillar pages, cluster content and topic planning
- Internal links, menus and breadcrumbs that surface important pages
- Lab: sketch the site structure and internal linking plan for your site
Section 5: Lab: On-page SEO Element by Element
- Title links and meta descriptions that earn clicks and match the content
- Heading structure and paragraphs that read well on mobile
- Images and video: file names, alt text and suitable sizes
- Outbound links and descriptive anchor text
- Lab: optimise one product or service page
Day 2 Quality Content and Technical SEO
Section 6: Lab: Helpful Content and E-E-A-T
- People-first content and Experience, Expertise, Authoritativeness and Trust
- Content with a real point of view or first-hand experience, unlike generic content found everywhere
- Using AI to draft responsibly, and the risk of scaled content abuse
- Update old content, merge duplicate pages and remove pages with no value
- Lab: write an article that fully answers the main question in a brief
Section 7: Lab: Controlling Crawling and Indexing
- How robots.txt, meta robots and X-Robots-Tag differ
- XML sitemaps and submitting them in Search Console
- Canonical URLs, duplicate pages and URL parameters
- 301 redirects, 404 pages and soft 404s
- Lab: read the Page Indexing report and fix pages that are not indexed
Section 8: Technical SEO for Modern Websites
- Mobile-first indexing and checking a site on mobile
- JavaScript SEO: how Google renders pages and the pitfalls of single-page apps
- HTTPS, domains and moving a site without losing rankings
- Thai and English multilingual sites with hreflang
- Lab: crawl a site with Screaming Frog and group the issues
Section 9: Lab: Core Web Vitals and Page Experience
- LCP, INP and CLS with their good thresholds, and why INP replaced FID
- Real-user data in CrUX compared with Lighthouse lab tests
- Smaller images with WebP or AVIF, lazy loading and caching
- Lab: measure with PageSpeed Insights and prioritise the fixes
Section 10: Lab: Structured Data and Rich Results
- JSON-LD structured data and the schema.org vocabulary
- Organization, Article, Breadcrumb, Product and LocalBusiness
- Structured data must match the content users see on the page
- Test with the Rich Results Test and the Search Console reports
- Lab: write JSON-LD for a company page and a product page
Day 3 AI Search, Authority, Measurement and SEO Audit
Section 11: Preparing a Site for AI Overviews and AI Mode
- Google's requirement: the page must be indexed and eligible for a snippet, with no extra requirements
- What Google says you do not need, such as llms.txt, chunking content or rewriting for AI
- Control how content is shown with nosnippet, max-snippet and data-nosnippet
- What Google-Extended affects, and why it does not affect Google Search
- Track results from AI features with the reports in Search Console
Section 12: Lab: Safe Link Building and Digital PR
- How quality backlinks differ from link spam
- When to use rel="nofollow", "sponsored" and "ugc"
- Earn links from citable content, partners and industry media
- Lab: plan links and brand mentions from 10 sources
Section 13: Lab: Local SEO and E-commerce SEO
- Google Business Profile, reviews and consistent business details across channels
- Product listings through Google Merchant Center
- Category and product pages that both sell and rank
- Faceted navigation and duplicate pages in online stores
- Lab: improve the Google Business Profile of a sample business
Section 14: Lab: Measuring with Search Console, GA4 and Looker Studio
- The Performance report: queries, pages, countries, devices and CTR
- URL Inspection and requesting indexing for new pages
- Organic search traffic and conversions in GA4
- Lab: build a monthly SEO dashboard in Looker Studio
Section 15: Workshop: SEO Audit and Action Plan for a Real Site
- Audit a site against a checklist covering technical, content, authority and AI search
- Prioritise tasks by impact and effort
- Write an SEO report and plan that managers or clients can follow
- Ways of working in SEO: in-house, agency and freelance
- Present the plan and get feedback from the instructor
Schedule & training options
For individuals — public rounds
No public rounds are open right now. Join the waiting list and we will contact you first when the next round opens, or ask us on LINE. Or call 02-570-8449 or 088-807-9770
For organisations — in-house / private
- Tailor the content to your team’s tools and projects
- Your dates, at your office or live online
- Quotation with tax ID for procurement
Instructors
Frequently asked questions
What is SEO, and how is it different from advertising on Google?
SEO (search engine optimisation) means improving a website's structure, content and credibility so Google understands it and shows it in the organic results, including as a supporting link in AI features such as AI Overviews and AI Mode. You do not pay per click, but results take weeks or months to appear. Google Ads charges per click and shows immediately, but stops as soon as you stop paying, so many businesses use both together.
What are the steps for choosing keywords for SEO?
List the words customers are likely to type when looking for your products or services. Use Google Keyword Planner, Google's suggestions and real query data in Google Search Console to check search volumes and related terms, then shortlist phrases that match searcher intent. Group the phrases by topic and decide which page answers each group, rather than creating a separate page for every close variant.
What should you do to optimise a page for on-page SEO?
Write a title tag and H1 heading that clearly describe the content, add a meta description that encourages clicks, keep URLs short and meaningful, add alt text to images, write content that fully answers the searcher's question from real experience and link internally to related pages. The page should also load quickly, meet the Core Web Vitals thresholds and display well on mobile devices.
Do I need special optimisation to appear in AI Overviews?
According to Google's documentation there are no additional technical requirements. A page only needs to be indexed and eligible to show a snippet in Search. What helps are the usual SEO fundamentals: allowing crawling, good internal linking, important content available as text, and content that offers a point of view or experience not found elsewhere. Google states that it does not use llms.txt files and that you do not need to split content into small chunks. The course checks these conditions on real sites.
What will I be able to do after the SEO for Google and AI Search course?
You will be able to set an SEO strategy and KPIs, research keywords and plan topic clusters, optimise pages and write E-E-A-T content, fix indexing, Core Web Vitals and structured data issues, prepare a site for Google's AI features and measure results with Search Console, GA4 and Looker Studio, leaving with an SEO audit and plan for your own site. Participants who complete the training receive a Certificate of Completion with its own number, which can be verified online.
Can the SEO for Google and AI Search course be run in-house for our team?
Yes. It can be run in-house for your team, with examples adapted to your own work, such as using your company's website and target search terms as the exercise and running the SEO audit together. You can request a quotation from this page, or contact us on LINE @itgenius or by phone on 02-570-8449.
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