SEO, AI and writing workshops

AI Search Optimisation: Brand Mentions and Citations

Comprehensive training in how to position your content for brand mentions and citations in ChatGPT, Copilot, Claude, and other AI systems.

Available as a half-day or full-day course | £1,400 - £2,400 + VAT for up to 12 delegates.

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Why ChatGPT keeps citing your competitors

It's not because their content is better than yours. But it might be more extractable. Think of AI retrieval systems like one of those claw machines you see in arcades: their job is to reach into your content and pull out the bits that help synthesise an answer to the prompt.

There's a second piece to the puzzle: brand presence beyond the website. AI systems draw on two sources of information: what they already learned about you during training, and what they can dig out via a live web search at the moment someone asks. Both of these influence when your brand gets name-dropped (a 'mention') and when links to your content are selected as citations. Your AI search strategy needs to include well-structured, detailed website content AND a consistent online presence outside of your own site.

Content built to perform in Google Search and AI Overviews

In this training course, we'll examine patterns across content that gets cited, and explore how to position your website and your other brand platforms as sources for AI systems. 

You'll leave with an understanding of the relationship between traditional SEO and AI search optimisation, and a plan for how to optimise your content library to achieve visibility across AI systems.

What you'll learn:

How to optimise for both mentions and citations

Why content that doesn't rank in Google can get cited by AI

How to structure content so AI systems can easily retrieve it

How not to mess up your SEO strategy by optimising for AI search

How to track and measure your AI visibility

Live, hands-on optimisation of real pieces from your own content library

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An AI search course designed for content teams

This course is designed around how real content teams work — small, time-pressured, and creative, usually with no formal training in SEO or AI search.

Best fit for:

In-house content teams who want shared AI search knowledge across the whole group

Teams confident in writing, with no formal training in SEO or AI search

Less suited to:

Teams looking for AI-tool training rather than search strategy

Teams wanting to know how to be cited by LLMs

Meet your trainer

Hello! I’m Emily, and I train content and marketing teams in SEO, AI and copywriting.

I ran my own content marketing agency for 16 years, during which time I developed my flagship SEO workshop which has run at brightonSEO every year since 2014.

In addition to training teams across the world through my own company, I’ve partnered with University of Cambridge Professional and Continuing Education to develop an international copywriting qualification!

I’m also a regular speaker at some of the world’s largest search marketing conferences.

Photo of Emily Hill sitting with copywriting trainees.

Client feedback

“Emily came to UEL three times to deliver copywriting for SEO training to our digital, communications and marketing teams. She was amazing - she was able to tailor her training to the different teams and she received a lot of positive feedback. She helped us look at writing for web in a different way, even for those of us with a lot of copywriting experience. I do not hesitate to recommend her!”

Olivia Brambill, Digital Content Manager at University of East London

“We approached Emily to provide additional training for our SEO and editorial teams so we could unify our understanding of search best practice and upskill our teams as one. The mix of learning, discussion and group activities meant that our teams saw practical examples of how best to write to give our content its best chance in search. Everyone went away with tangible applications of what they’d learned and we had fun doing it too!”

JAMIE GIBBS, SEO MANAGER AT CONFUSED.COM

“Working for Rough Agenda/brightonSEO, I managed the training offering as part of the conference. Emily trained for us, running a very successful Copywriting for SEO workshop twice a year, and occasionally for us in London, and in-house for companies. She is one of the nicest people you can hope to meet, and the feedback received by her trainees shows just why we asked her back again and again. If you're looking for a copywriting trainer, there's no-one I would recommend more highly.”

EMMELINE CAINES-GOOBY, EVENT PRODUCER AT ROUGH AGENDA

Frequently Asked Questions

Do we need any SEO experience beforehand?

No. This course is built for teams starting from zero — there's no assumed background in SEO, AI search, or technical marketing.

Can we bring our own content to work on?

Yes, and it's encouraged. Bringing 3–5 live examples is part of how the session works: your team leaves with pieces already improved, not just a set of notes.

Does the whole team need to attend, or just one person?

The course is built around whole-team attendance. The value comes from everyone working from the same shared understanding of SEO afterwards, rather than one person trying to relay the training back to the group.

Is the training online or face-to-face?

I can do either! We can work out the best delivery format as part of the scoping process.

Next Steps

Book a free discovery call

Please tell me a little bit about the training you’re interested in and I’ll contact you to set up a brief discovery call.

Ask a question

Not quite ready to talk? No problem. Just drop me a line at emily@emily-hill.com with any questions.

I respond personally to every email.