DODDINGTON 2
Search is changing fast. As generative AI tools increasingly shape how buyers research, shortlist and make decisions, traditional SEO alone is no longer enough to ensure visibility. For B2B marketers, the challenge is clear: how do you stay discoverable when answers are being generated, not just ranked?

This one-hour workshop explores the shift from Search Engine Optimisation (SEO) to Generative Engine Optimisation (GEO) and what it means in practical terms for B2B marketing teams. We’ll examine how AI-driven search experiences (including AI overviews, chat-based search and copilots) source, interpret and surface content — and why some brands are becoming “invisible” despite strong SEO foundations.

You’ll learn:

• How buyer search behaviour is changing in an AI-mediated world
• The key differences between optimising for search engines versus generative engines
• What types of content, signals and authority AI systems rely on when generating answers
• How to adapt existing SEO, content and thought-leadership strategies for AI discovery

The session will focus on practical, actionable guidance rather than theory, helping marketers assess where their current approach is at risk and where small shifts can deliver outsized impact. You’ll leave with a framework for evolving your discovery strategy so your brand remains visible, credible and influential as AI reshapes how B2B buyers find information.

Ideal for B2B marketers responsible for demand generation, content, digital performance or brand visibility who want to stay ahead of the next major shift in search.

Take-away document:
Access to a free AEO report where you can check your own progress.

How to attend:
Each workshop is for up to 30 delegates. Registered delegates can book their place on their chosen workshop(s) a week out from the event.  Please note you should bring a laptop to attend this workshop,

Who should attend?:
These workshops are open to all marketers who want to build some new, practical skills.

Track:
Skills Studio