SEO in 2026: Staying Visible in the AI Era

This course is aimed at marketers, communication professionals, content creators and entrepreneurs who want to boost their online visibility and learn how AI is changing SEO.

There are no formal entry requirements for this course.

To get the most out of the course, it is helpful if you:

• have a basic understanding of online marketing and/or communication;
• have experience with website or content management;
• are interested in search engines, AI and digital developments.

Technical knowledge or programming skills are not required. A curious mindset and the motivation to apply SEO straight away are important.

This course opens up many opportunities:

• An up-to-date and innovative course on SEO and AI search
• Based on insights from the book ‘Click Here’ by Alex Schultz (CMO at Meta)
• A strong combination of strategy and practical application
• Directly applicable to your own website or organisation
• Taught by Marieke van de Rakt, who has years of experience in SEO and online growth

During the course SEO in 2026: Staying Visible in the AI Era, you will learn how search engines and AI tools are changing the way people find information. You will discover the roles played by content, keywords, authority and user experience, and how to adapt your online strategy accordingly. You will learn how to create content that is more easily found by both search engines and AI.

The course consists of a combination of theory and practice and is divided into four modules. You will gain an understanding of the latest developments in SEO and get straight to work on improving your own online visibility.

Module 1: North Star, Metrics & the Role of Search

In this first module, you will discover how search is changing and the role SEO plays within an organization’s overall marketing strategy. You will learn how to work with the North Star Metric: the key metric that measures growth and success for your organization. We will also examine the marketing funnel and the role of search across different marketing channels. In addition, we discuss how search behavior is changing because of AI tools such as ChatGPT, Perplexity, and TikTok. During the workshop, you will immediately start working on a North Star and channel strategy for your own organization.

Module 2: Ranking in AI Search Engines: Theory & Best Practices

How do you ensure your content becomes visible in ChatGPT, Perplexity, and Google AI? In this module, you will learn how AI search engines select, evaluate, and cite information. You will discover which factors contribute to online visibility and trust, such as E-E-A-T, domain authority, and structured data. Afterward, you will work hands-on with techniques that are proven to work, including FAQ content, strong introductions, author pages, content structure, and brand mentions. You will analyze your own website and content and define actionable improvements you can implement immediately.

Module 3: Messaging: From Brand Message to Searchable Content

In this module, you will translate your organization’s message into content that people search for and AI systems understand. You will learn how to work with a message house, audience questions, and keyword research based on your value proposition. We will also focus on readability, structure, and writing strong introductions that perform better in search and are more frequently cited by AI systems. During this module, you will actively work on writing or improving content for your own website or organization.

Module 4: Measuring, Optimizing & Creating an SEO Plan

The final module focuses on measurement, prioritization, and turning insights into action. You will learn how to make SEO results measurable and why traditional measurement methods are becoming less effective. We will cover topics such as incremental measurement, SEO ROI, and budget decisions. In addition, you will conduct a content audit and determine which improvements will have the greatest impact. By the end of the course, you will have developed a concrete SEO action plan for your organization, enabling you to continue immediately after completing the program.

The English-language course takes place exclusively online on Friday mornings on:

• 9 October 2026
• 16 October 2026
• 30 October 2026
• 6 November 2026

The lessons cover topics including the future of SEO, the impact of AI on search results, search behaviour, content optimisation and practical applications. The course is taught under the guidance of a tutor. Lessons take place on-site or in accordance with the specified course format. Attendance during the course is encouraged.

You learn by doing. During the course, you’ll work on practical exercises, real-world examples and assignments relating to SEO and AI. You’ll apply what you’ve learnt to your own situations, such as a website, campaign or content strategy. There’ll be plenty of opportunity for questions, discussion and feedback.

The cost of this course is €995,-.