AI Education

AI-Search: Search Optimization
in AI-Powered Search

Drawn from the ERGO study 2025 covering 33,600 URLs across 12 industries. How LLM search systems work and how to optimize content for ChatGPT, Perplexity and Gemini.

Online Masterclass · 3 Hours

About the masterclass

The new generation of AI search optimization

In this masterclass you will gain in-depth knowledge of AI-powered search with a focus on Large Language Model systems such as ChatGPT, Perplexity, Gemini and You.com. You will learn how the logic of modern AI search fundamentally differs from traditional SEO and how to prepare content so that language models recognize, reference and use it as reliable answers. The foundation is the ECODYNAMICS study 2024 and the ERGO Group study 2025, in which more than 33,000 search results across twelve industries were analyzed.

Course content

What you will learn

Overview of LLM architecture and functionality. Hallucinations and limitations. Market overview: ChatGPT, Perplexity, Gemini, SearchGPT. Zero-click journeys and agentic workflows.

Relevance of traditional SEO tasks in the context of AI search. Search and browsing models in AI systems. Architecture and functionality of AI search engines.

Retrieval + Generation: the dual core of LLM search systems. The 5-phase model (from intention recognition to answer generation). Fact filters, source verification and hallucination control.

Results from our studies: 20 criteria with 5 sub-criteria and 4 main hypotheses. Practical insights: SearchGPT, Gemini, Copilot, Mistral, Perplexity and You.com. Requirements, best-practice examples and quick wins.

Overview of all 20 individual criteria. Quick wins vs. structural projects (editorial, CMS, IT). Content prioritization for optimization.

Analysis of participant URLs using the checklist. Prompt-based visibility tests in ChatGPT and Perplexity. Action plan: forensic analysis, website checks and playbooks.

Preparing for agentic user journeys and zero-click scenarios. New KPIs: Visibility Share, Snippet Coverage, Answer Attribution. Risks and compliance: hallucinations, EU AI Act, brand protection. EU AI Act essentials in a practical context. Data protection, labeling requirements and internal responsibility.

Your value

What you will take away

How AI Search Works

You understand the 5-phase model of retrieval and generation and where it parts ways with traditional SEO.

Content and Structure

You know how content and CMS structures need to be built so LLMs reference them instead of skipping over them.

20-Criteria Checklist

You take home the 20 optimization criteria from the ERGO study 2025 as an immediately usable checklist.

Live Audit of Your URLs

You receive an audit of your own URLs in ChatGPT and Perplexity, including concrete quick wins for the next 30 days.

Strategic Outlook

You know the KPIs for agentic user journeys: Visibility Share, Snippet Coverage and Answer Attribution.

Compliance and EU AI Act

You understand the duties from the EU AI Act, labeling and data protection that matter for AI Search and can translate them into editorial processes.

Target audience

Who is this masterclass for?

CMOs, marketing, SEO, content and digital leaders, editorial teams, product owners, communications professionals and IT experts.

Format & Details

At a glance

Format

Live online masterclass, on-site available on request

Duration

3 hours, full-day masterclass available on request

Exercises

Interactive exercises and live audit included

Follow-up

Follow-up session for individual feedback included

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AI-Search: Search Optimizationin AI-Powered Search