SEO, SEA & analytics
Editorial SEO: content, Search Console and AI search engines
Build a content strategy that answers what people search for, on Google and in AI assistants alike.
- Duration
- 14 h · 2 days
- Level
- Intermediate
- Format
- On site · Remote · Blended
- Max. group size
- 12 participants
Overview
This program deepens search optimization through content. Participants diagnose a site's editorial visibility, use search data to spot opportunities, optimize content for each audience and track performance with Google Search Console. They build an editorial strategy designed for traditional search engines and for AI-generated answers.
Who this program is for
- SEO and editorial managers
- Web writers and content managers
- Marketing managers
Prerequisites
- Having completed a first SEO level or knowing the basics
- Familiarity with generative AI tools
Learning objectives
- Diagnose a site's visibility through its content
- Use data to spot opportunities
- Build an editorial strategy aligned with search intent
- Optimize content for each audience
- Manage performance with Google Search Console
- Improve visibility in traditional search engines and in AI assistants
Detailed curriculum
4 modules · 14 h · 2 days
Day 1
Editorial diagnosis
30% theory · 70% practice
- Mapping existing content
- Measuring traffic, rankings and conversions per piece of content
- Spotting cannibalization and weak content
- Comparing with competitors
- Prioritizing actions
🛠 Hands-on workshops
Content audit1.5 h
Audit a site's content and rank it by priority.
✅ Deliverable : A prioritized audit
Opportunities and search intent
50% theory · 50% practice
- Keyword research and topic clustering
- Intent: informational, transactional, navigational
- Using search data
- Questions people ask
- Identifying content opportunities
Day 2
Optimize and track
30% theory · 70% practice
- Structure of an editorial page
- Adapting content to each audience
- Internal linking
- Google Search Console: performance, indexing, coverage
- Tracking dashboards
🛠 Hands-on workshops
Optimize three pieces of content2 h
Rewrite and optimize priority content.
✅ Deliverable : Three optimized pieces of content
Editorial strategy for Google and for AI
30% theory · 70% practice
- How AI assistants select and cite sources
- Making content citable: clarity, evidence, structure
- Structured data and trust signals
- Measuring your presence in AI answers
- Editorial calendar and governance
🛠 Hands-on workshops
6-month editorial plan2 h
Build an editorial plan for Google and AI assistants.
✅ Deliverable : An editorial plan
Tools and technologies
ChatGPTGoogle Analytics 4Google Search Console
Teaching methods
- Alternating input sessions and workshops on real accounts and sites
- Case studies and diagnostic exercises
- Sharing of best practices between participants
- Feedback and personalized recommendations
Assessment
- Hands-on exercises on a real or fictional site
- Case studies corrected as a group
- Knowledge-check quiz
Required equipment
- A computer with an internet connection
- Access to a site's Google Search Console (your own or an exercise site)
Resources provided
- Course materials and repository of corrected exercises
- Editorial plan template
- Content audit grid
Career outcomes
- A quantified content diagnosis
- A prioritized editorial plan
- A Search Console dashboard
Related video courses
My video courses that go with this program, to get ready for the training or to review afterwards. Free with an account.
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