Training and consultancy
We pass on what we know to the people who have to put it into practice. Projects don’t always need an agency to carry them out: some need someone to explain what to do, how to do it and how to tell whether it is working.
They chose us — and they keep choosing us
Faced with a new paradigm, the difficulty is not finding information: it is knowing which information to trust
There is an enormous body of literature on SEO: anyone who wants to learn finds material everywhere, and with a bit of patience they get there.
On generative search, no. GEO, Generative Engine Optimization, is still young, most of what you read refers to markets other than your own, and a considerable part of it consists of hypotheses presented as certainties. The result is that companies have competent people who find themselves answering the new questions AI raises without a solid base to rely on, and without a way of telling a serious source from one that is simply guessing.
We provide training and consultancy on these subjects because we study them and practise them every day on client projects, and because we measure what we teach on ourselves first.
Understanding enough to be able to decide with your eyes open
You do not need to know SEO and GEO in detail. You need to understand enough to be able to decide without relying on someone else’s judgment.
In practice that means getting to the point where you can:
- assess a proposal for a piece of work, recognizing what is reasonable to promise and what is not;
- read a report without having to trust the summary you are given;
- work out, when traffic falls, whether it is a fluctuation or something to act on;
- have a realistic idea of what organic visibility and visibility in generative answers cost, in time and in money.
It is short, focused work, and it is most useful before a spending decision is taken.
Being able to do enough to carry on independently
If someone in the company already looks after the site, the content or the marketing, they often work alone: with nobody to compare notes with, and with no way of knowing whether what they are doing is the right choice.
Here we do not bring a pre-packaged program. We start from what the person we work with already knows how to do and from what they are actually doing in practice, and we work on that: criteria for deciding, repeatable processes, review of what they produce.
The outcome we care about is that this competence stays inside the company.
How it works
We do not have a catalog of courses. Every program is built around what is needed, and takes one of these forms, or more than one together.
Training sessions on a defined subject, in person or remotely, with examples taken from real projects and not from textbooks.
Ongoing support for the people working on the site: periodic reviews of what they produce, answers to day-to-day questions, checks on decisions before they turn into problems.
One-off consultancy on a specific decision, when what is needed is a competent opinion and not a whole program.
We agree the duration, the format and the participants with you. If it is not clear which of the three you need, that is the first thing we look at together.
Why us?
We teach what we do
We do not have a training department separate from the one that does the work. The people running the sessions are the people working on the projects, and the examples are real cases with their real problems.
On GEO we have our own data
The GEO·AI Observatory comes out of the measurements we take to understand how generative systems behave, and it is public. You can look at it before deciding whether we are worth listening to.
We separate what we know from what we assume
On a new subject, that is the difference between training that is useful and training that wastes your time. When something is verified we state it; when it is a reasonable hypothesis we tell you so.
Do you want to understand what your company needs?
Write us a couple of lines about what you do and what you need to solve. We will tell you whether we can be useful, and how.
The answers to your questions
What does your SEO and GEO training consist of?
It consists of passing on to a company the skills it needs to run its own organic visibility, instead of us simply doing the work in its place. It takes the form of sessions on defined subjects, of ongoing support for the people working on the site, or of one-off consultancy on a specific decision. There is no catalog of courses: the program is built around what is needed and around what the people already know how to do.
Who is the SEO and GEO training for?
It is for companies, on two different fronts. For the people who decide and want to understand enough to assess a proposal without having to rely on someone else’s judgment, recognizing what is reasonable to promise and what is not. And for the people inside the company who already work on the site, on the content or on the marketing, often on their own, and who need practical criteria and a competent second opinion.
Are the training programs standard or tailored?
They are built to fit, because the starting point varies too much from company to company to justify a pre-packaged program. We start from what the company is already doing and from what the people already know how to do, and from there we define the subjects, the duration, the format and the number of participants.
Is the SEO and GEO training theoretical or practical?
It is mainly practical: the examples come from real projects, and in ongoing support the work starts from what the company is actually producing on its own site. Theory comes in where it is needed to understand why something works, because without that a method is applied by rote and stops working as soon as the context changes.
Is there any support after your training program ends?
There is, and it is openly designed to become less and less necessary. The aim is for the competence to stay inside the company even when people change: if the questions halve after a few months, the program has worked. The criteria and the materials used during the work remain available, so that people can go back to them without having to ask for them again.