Beginner

AI search foundations

How ChatGPT, Gemini, Claude, Perplexity and Google AI find, choose and cite brands, and what GEO, AEO and AI SEO mean in practice.

For marketers new to ai search · 9 lessons · about 21 minutes · free

Start lesson 1

You will be able to

Explain how an AI answer is put together
Tell GEO, AEO and AI SEO apart
Know which engines matter for your buyers

Lessons

1GuideHow AI search works in ChatGPT, Gemini, Perplexity and Google AIA plain explanation of how AI chat assistants find, choose and cite sources, and what that means for brands that want to be recommended.
2GlossaryWhat is a large language model (LLM)?A large language model (LLM) is an AI model trained on very large amounts of text to understand and write language. LLMs power assistants such as ChatGPT, Gemini, Claude, Grok and DeepSeek.
3GlossaryWhat is retrieval-augmented generation (RAG)?Retrieval-augmented generation (RAG) is a way of building AI answers where the system first retrieves relevant documents or web pages, then has the language model write the answer using them.
4GlossaryWhat is query fan-out?Query fan-out is when an AI engine splits one question into several related searches, runs them together and blends the results into one answer.
5GuideWhat is generative engine optimization (GEO)?Generative engine optimization (GEO) makes your brand more likely to be cited and recommended in AI answers from ChatGPT, Gemini, Claude and Google AI.
6GuideWhat is answer engine optimization (AEO)?Answer engine optimization (AEO) is the practice of structuring content so search engines and AI assistants can lift it as the direct answer to a question.
7GuideWhat is AI SEO, and how is it different from classic SEO?AI SEO is the work of getting your brand found, cited and recommended in AI answers from ChatGPT, Gemini, Claude, Perplexity and Google AI, not only in blue links.
8GuideAEO vs SEO: what is the difference?How answer engine optimization differs from SEO: the goal, the results, what gets measured and what to do differently, with a side by side comparison.
9GuideGEO vs SEO: how generative engine optimization differsHow generative engine optimization differs from SEO, where they overlap, and how to plan both, with the metrics that matter for each.

Video lessons are being recorded and will appear here as they are ready.

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