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AI Education

AI-Search: Search Optimization
in AI-Powered Search

Learn how LLM search systems work and how to optimize your 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

Modul 1 Introduction to LLM and AI Models
+
Overview of LLM architecture and functionality. Hallucinations and limitations. Market overview: ChatGPT, Perplexity, Gemini, SearchGPT. Zero-click journeys and agentic workflows.
Modul 2 Introduction to AI Search
+
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.
Modul 3 How Modern AI Search Works
+
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.
Modul 4 What AI Search Models Focus On
+
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.
Modul 5 20 Criteria and AI Search Optimization Checklist
+
Overview of all 20 individual criteria. Quick wins vs. structural projects (editorial, CMS, IT). Content prioritization for optimization.
Modul 6 Hands-on Workshop and Live Audit
+
Analysis of participant URLs using the checklist. Prompt-based visibility tests in ChatGPT and Perplexity. Action plan: forensic analysis, website checks and playbooks.
Modul 7 Outlook: Strategy and Governance
+
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

01

How AI Search Works

Clarity on how modern AI search systems work and how they differ from traditional SEO.

02

Content and Structure

Understanding the changed requirements for content and structure for LLM visibility.

03

20-Criteria Checklist

Knowledge of the 20 criteria and an immediately applicable checklist for AI search optimization.

04

Concrete Actions

Concrete approaches to optimizing visibility in LLM systems.

05

Strategic Outlook

Strategic outlook on agentic user journeys, zero-click scenarios and new KPIs.

06

Compliance and EU AI Act

Practical understanding of the EU AI Act, labeling requirements and data protection standards for AI deployment.

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

Interested in AI-Search?

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