Course Summary
Get your head around the basics of Search Engine Optimisation (SEO) and Artificial Intelligence Optimisation (AIO).
SEO and AIO helps your website appear in search engines (like Google or Bing) and AI engines (like Gemini, MS Copilot, ChatGPT and Claude). This is especially important when the number of people using search engines is decreasing and the number of people using AI engines is increasing (or they are using AI summary results that appear on their screen from a search query).
Ultimately, if your website doesn’t appear in Search Engine Results Pages (SERPs) and Artificial Intelligence Query Responses (AIQRs), your website traffic will decrease significantly.
This practical, example-based session outlines key issues including what SEO does and how it differs from Search Engine Marketing (SEM), essential SEO needs and strategies (including the difference between black hat and white hat strategies), what you should pay for with SEO and what SEO work you should do yourself, or outsource.
It will also discuss specific strategies for making sure your website is AI friendly so that your content is included and linked in AI responses.
It also provides you with key information that can shape your strategy and practice.
During the course you will learn:
- How to differentiate between Black Hat and White Hat SEO Techniques
- What is Search Engine Optimisation (SEO)?
- What is Search Engine Marketing (SEM)?
- An understanding of PPC and CPM
- Traffic Optimisation or Conversion Optimisation?
- Where do you start?
- The Essential Ingredients
- Check Where You Are At Now
- What Do You Need To Optimise?
- White Hat Search Engine Optimization (SEO) Techniques
- Content Marketing Strategies That Work
- Amplifying The Value And Conversions From Your Content
- Developing Viral Content And Conversions
- Sending The Right Signals
- Sourcing Hyper Local Website Links
- Improving Overall Online Performance
- Website Ranking Threats
- AI Friendly Content Structures
- Increasing AI Answers, Summaries and Citations
- Schema Markup (FAQ, How‑To, Person, Organization, Product, Article)
- Moving from being Found to being Selected
By the end of the course you will have:
- A greater overall understanding of SEO and AIO
- Guidelines for what to include in your future strategy and practice
- Specific techniques you can implement on your website
- Participated in networking and sharing with the other participants
Who is this course for?
- Anyone wanting to obtain a solid understanding of search engine optimisation and artificial intelligence optimisation but isn’t sure where to start
- Anyone who has a business website and isn’t sure how it’s performing
- Anyone who is struggling to discuss SEO and AIO when dealing with a website developer
- Anyone making decisions around the online presence of a business
Important – please be aware this course does NOT cover:
- Logging in to your website and making changes on the day
- Using free or paid tools in the workshop to assess your website’s performance
Extra bonus
- Comprehensive and up to date written notes will be provided
Course Sessions
Tuesday, 7th April - 1 class
$175 / $166 (conc)
Saturday, 9th May - 1 class
$175 / $166 (conc)
No class: Jun.16, 2026
Sue Ellson GK BBus MPC PCDAA ASA WV MEdPlus SWWV is an Independent LinkedIn Specialist, Trainer, Consultant, Author and Poet.
Her first website went online in 2001 and she is one of the first 80,000 people in the world on LinkedIn (she joined on 21 December 2003). In 2016, she wrote and independently published three books: ‘120 Ways To Achieve Your Purpose With LinkedIn,’ ‘120 Ways To Attract The Right Career Or Business’ and ‘120 Ways To Market Your Business Hyper Locally’ and in 2019 ‘Gigsters – Any Age or Ability Employees, Experts and Entrepreneurs’ and in 2023 ‘LinkedIn for me and my career or business.’
An avid learner, Sue attends between one and four events every week, both online and offline, to keep herself up to date with the latest trends so that she can provide maximum value to both students and clients.
As an experienced trainer, professional learner and consultant in practice, Sue provides simple, non-jargon, up-to-date explanations during each course. Sue has been teaching at the CAE since September 2014.
Sue also welcomes any questions you may have (even the ‘stupid’ ones) and she will give you practical and realistic answers.
You will come away from each course with a much better understanding of what to do next and what will work for you. Sue’s interactive approach will also enable you to learn from your fellow students – an extra benefit of attending a course in person!
If you would like to learn more about Sue, you can visit her website at https://sueellson.com, connect with her on LinkedIn at https://www.linkedin.com/in/sueellson or see her books at https://120wayspublishing.com