Will Scott to Lead Generative Engine Optimization Master Class on October 7
September 24th, 2025 by
Search is no longer limited to ten blue organic links. Today, platforms like Google AI Overviews, ChatGPT, and Perplexity generate direct answers that change how people discover information.
If your content isn’t optimized for these generative engines, you risk being left out of the results entirely.
On October 7, 2025 (11:00 am – 4:45 pm ET), Search Influence CEO and Co-Founder Will Scott will lead a live, online Generative Engine Optimization (GEO) Master Class with Search Engine Land. This intensive session will show SEO professionals and content strategists how to align with AI-driven search while continuing to perform in traditional results.
Why AI SEO Can’t Wait
AI-powered search surfaces content differently than Google’s organic results. Instead of ranking pages, these engines parse entities, measure authority, and pull contextual answers.
For marketers, that means adapting keyword strategy, strengthening trust signals, and structuring content so AI systems can cite it directly.
Will Scott, who coined the term “barnacle SEO,” has long helped businesses prepare for shifts in digital visibility. His GEO Master Class is designed to provide a practical framework so marketers can maintain and expand reach across both AI-driven and traditional search environments.
What the Master Class Covers
Fundamentals of GEO
Learn how generative engines interpret relevance, authority, and citations, and what that means for your content.
Content Structuring for AI
Explore formatting and entity optimization techniques that improve your chances of being cited in AI-generated responses.
Keyword Strategy for AI Queries
Move beyond static keywords and into conversational phrasing, questions, and modifiers that trigger AI responses without losing organic visibility.
Competitive Analysis for AI Visibility
See how competitors perform in generative results, where opportunities exist, and how to adapt their wins to your own strategy.
Authority and Trust Signals
Understand how AI systems assess brand authority and what steps you can take to strengthen recognition.
Measurement and Iteration
Gain tools and frameworks for tracking appearances in AI answers and adjusting content accordingly.
Future Outlook
Get an informed view of what’s next in AI search and how to prepare your strategy today.
Who Should Attend
This training is built for content strategists, SEO specialists, and digital marketers with 2–5 years of experience who need actionable techniques for AI SEO. Whether you manage in-house content or work with multiple clients, the session will equip you with skills to keep visibility strong in a generative-first world.
Agenda at a Glance (ET)
- 11:00–12:15 — GEO fundamentals: entities, citations, and semantic relevance
- 12:30–1:45 — Keyword and entity optimization, with a schema deep dive
- 2:00–3:15 — AI-ready content strategies and hands-on competitive analysis
- 3:30–4:45 — Measurement, tools, and a forward look at AI search
About Will Scott
With decades of experience in SEO and digital marketing, Will Scott has been at the forefront of shifts in search behavior. Beyond leading Search Influence, he has presented at SMX, Pubcon, and LocalU, sharing strategies on AI-driven search and optimization.
Earlier this year, he led a two-day AI for SEO Master Class with SMX and presented at LocalU Global on using AI for local search. His upcoming session with Search Engine Land builds on that momentum, offering professionals practical frameworks they can apply immediately.
“Marketers don’t need to abandon SEO. They need to evolve it,” Scott explains. “Generative Engine Optimization is about ensuring your content is both discoverable by AI systems and valuable to human readers.”
Register Now
The Generative Engine Optimization Master Class will be held live online on October 7, 2025, from 11:00 a.m. to 4:45 p.m. ET. Registration is $249 and includes on-demand access.
Don’t miss your chance to learn directly from Will Scott and gain practical skills for AI SEO.
Register now to secure your spot.
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