GEO Beyond the Basics
Peter van der Graaf
Joey Fieggen
Martin van Kranenburg
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In GEO Beyond the Basics we examine which assumptions hold up in practice. We discuss what we see happening in ChatGPT, Gemini, Perplexity and other AI systems. Which factors actually influence visibility, recommendations and brand preference? Which insights prove valuable and which turn out to be mostly theory?
This training is set up as a focused, practical working session centred on insight and application. In one day you work step by step towards a concrete picture of how AI-driven answer engines handle e-commerce content, products and brands.
The group is deliberately small (maximum 15 participants) to leave room for interaction, questions and depth. You gain insight into how Large Language Models (LLMs) work: how they read, combine and use content in answers and advice. You learn which signals determine whether products and brands are included, how AI aggregates reputation and authority, and why optimisation is shifting from keywords to prompts and context.
Finally, we show how to steer this in practice. You learn how to gain insight into what happens in LLM interactions, how and where your brand or products come up, and how you can influence that. Using concrete e-commerce cases, examples and practical tips & tricks, you get clear handles to start optimising for answer engines right away. Two weeks after the training there is a 1.5-hour online check-in to discuss progress and questions.
Who is this for?
For marketers, content specialists, communication professionals, SEO specialists, brand managers, consultants and entrepreneurs who are already actively experimenting with GEO and want to sharpen their approach.
Program
- How the customer journey is changing and the impact on e-commerce
- How LLMs work and their influence on brand visibility
- Analysis of AI conversations and how brands are included in them
- Aligning on-site and off-site content with AI answers
- Building your own GEO strategy for your e-commerce business
What you will learn
- You gain clear insight into how AI is changing the customer journey
- You understand what zero-click does to traffic and conversion
- You see how AI brings brand and reputation together
- You know what to change in product and brand content
- You learn how to improve feeds, marketplaces and off-site visibility
- You get tools and new metrics to track this
- You learn how your brand and products end up in AI conversations
- You translate GEO into concrete choices in content, reviews, product information and positioning
Trainers
Peter van der Graaf
Peter van der Graaf is one of the true pioneers of search engine marketing, a fixture in the SEO world since 1997. Over the years he has led and trained countless SEM agencies and in-house search teams, and is known for his sharp vision of what actually works in organic growth and reputation. Today he applies that experience to the next major shift: Generative Engine Optimization (GEO).
Joey Fieggen
Joey Fieggen is a pioneer in developing and optimising customer journeys, with a sharp focus on CRO for both lead generation and e-commerce transactions. He has worked on developing and improving a wide range of webshops and knows the dynamics of marketplaces and product content processes from the inside out.
Martin van Kranenburg
Martin van Kranenburg (1968) is an expert in online marketing, behavioural psychology, copywriting, and AI. He shows how to use text, technology, and behavioural insights to get people moving. He was voted Lecturer of the Year at Beeckestijn Business School multiple times and three times ranked as the number 1 speaker at Webwinkel Vakdagen. In 2025, he was named AI Speaker of the Year.