Hatter AI

From Rankings to Revenue: Master SEO in the AI Era

Uber

Deliveroo

Microsoft

Jenna Hannon

CMO at FORM Kitchens & Multisensor AI. First marketing hire @ Uber Eats.

Peter Holc

Co-founder & CTO @ Hatter AI. Former Product & Eng at Deliveroo & Microsoft.

Learn how Google Search and large language models (LLMs) rank and retrieve content—so you can optimize for both.

Understand the Google algorithm and LLMs

Master the modern SEO playbook—from "key phrase" strategy to performance tracking—with efficient, automated workflows.

Develop a new strategy and workflow

Analyze real data and examples to see what’s working in SEO today—and what’s not.

Get real world case studies

Learn the latest AI Search skills with the authors of "AI-Powered Search"

AI Search Expert | Founder | Author

Lucidworks

Presearch

Optimized AI Conference

CareerBuilder

Searchkernel

Trey Grainger

Founder, Searchkernel. Author, "AI-Powered Search". 18+ years leading search.

Principal Search Engineer | Author

Shopify.com

OpenSource Connections

Reddit

Wikipedia

Yelp

Doug Turnbull

Principal Search Engineer, Author of "AI-Powered Search" & "Relevant Search".

March-2026

July 2026

AI Search is among of the most in-demand AI Skills. AI systems need RAG, and implementing great retrieval can often have a bigger impact than prompt engineering for improving your AI and Agentic systems. Most search systems barely scratch the surface of what's possible. While others struggle with irrelevant results and frustrated users, you'll master the cutting-edge techniques that power the world's most successful search experiences—from Reddit and Spotify to the Fortune 500.Why This Course ExistsThe Problem: Many traditional search systems are stuck in the 2010s. But modern AI courses hyper focus on text embeddings and ignore many of the fundamentals of information retrieval. The result? Engineers who can't bridge the gap between amazing demos and production systems that actually work.Our Solution: Stop downloading random embeddings from Hugging Face or OpenAI and hoping for the best. Learn to systematically analyze your users' actual intent, integrate domain context, and build search that truly understands what people (and agents) need—not just what they type. This course helps you build cutting-edge AI Search systems that actually work.Ready to level-up your AI Search skills?

Level up your Agentic Search & Retrieval skills with leading AI Search experts

Optimize your Agentic Search and Retrieval Augmented Generation (RAG) systems

Go beyond the query to understand intent

Fill in holes in your modern information retrieval knowledge

Improve relevance with crowdsourced ranking models built from click-stream data

Optimize AI-Powered Search Models for Production

Build ranking features & automate judgements with click models & Active Learning

Examples will be taught in Python, it's a good idea to have basic Python familiarity under your belt

Basic Python Programming

For those new to search/retrieval, we provide an optional intro session covering core matching & ranking concepts (BM25, vector spaces, etc)

(Included Complimentary with the Course): Search Fundamentals

AI Engineers optimizing search ranking to measurably improve user search satisfaction

Search Practitioners that want to learn to systematically improve search relevance

Technology leaders hoping to plan search experiments to maximize clicks and conversions

Learn to build AI into your content marketing process from the ground up, starting with research and ending with measurement.

June 2026

AI Professor, Practitioner, and Pioneer 

Intel

Lisa Peyton

AI Professor, Practitioner, and Pioneer | Former Intel

May 2026

The self-paced course for content marketers who want to use AI strategically, from research to results. 45 lessons, hands-on projects, and one live event. Gain access to all learning content immediately. Embark on a transformative journey that will revolutionize your approach to content marketing. This course doesn't just teach you about AI; it empowers you to harness its potential, turning you into a forward-thinking, data-driven content strategist.By the end of this course, you'll possess the skills to:• Uncover hidden market opportunities using AI-powered research techniques• Create hyper-targeted audience profiles that drive engagement• Craft innovative, AI-informed content strategies that set you apart from competitors• Measure and optimize your AI-driven content initiatives for maximum impact6 Advanced AI for Content Marketing Bonus Sessions IncludedReady to go further? These recorded sessions pick up where the foundations leave off, taking you into the tools and workflows that working content marketers are actually building with right now. If you have any questions or are interested in a customized Enterprise program, please reach out to llisa.peyton@gmail.com.

 Use AI Across Your Entire Content Strategy, From Research to Results

Understand the Role of AI in Strategic Content Marketing

Learn How to Use AI tools for Market Research and Analysis

Develop Detailed Target Audience Profiles Using AI

Create Data-driven Content Marketing Strategies with AI

Go further with 6 advanced sessions on agents, automation, and lead gen

For innovative marketing professionals eager to integrate AI into their content strategies and stay ahead in a competitive landscape.

Perfect for social media and digital marketing strategists looking to harness AI to boost engagement and refine content strategies

Ideal for content marketing professionals aiming to leverage AI to craft data-driven, impactful content strategies that drive results.

This course is your playbook for AI Search—master answer engine optimization to keep your brand visible on ChatGPT, Google’s AI & beyond.

Founder @ Goodie AI // NoGood

Mostafa ElBermawy

CEO & Founder of NoGood and Goodie AI

Jan 2026

Every day, your customers get instant answers about your brand from ChatGPT, Gemini, Perplexity, and other LLMS without ever clicking a link. By 2028, 50% of brand discovery will happen through generative AI. AI Search leads already convert 2x better than traditional channels. And for the first time in 25 years, the disruption to search is coming from outside Google.But most brands are still running the old SEO playbook.This course exists to change that.Built by Mostafa ElBermawy, Founder of <a target="_blank" rel="noopener noreferrer nofollow" class="underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href="https://nogood.io">NoGood</a> and <a target="_blank" rel="noopener noreferrer nofollow" class="underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href="https://higoodie.com">Goodie AI</a>, one of the first platforms built for end-to-end AEO optimization. He created the first AEO course on Maven.We analyzed millions of prompts across LLMs, including AI Overview, AI Mode, ChatGPT, Gemini, Claude, and Grok, to build a framework that actually works. This isn't theory, it's a proven, research-backed playbook used by leading brands today.In 2 live sessions with Mostafa, you will walk away with:<ul><li>A full AEO strategy and framework to keep your brand visible across every major AI search platform</li><li>How Social is Reshaping AI Search</li><li>Real brand AEO - see exactly how leading brands are winning in AI Search and how to replicate it</li></ul>This is your first-mover advantage.

Search as we know it has changed forever. It's time for a new playbook. 

Understand the new AI search landscape

Optimize your content for answer engines

Win AI Search through Social & Earned Media

Master technical AEO optimization

Measure and iterate for continuous growth

Hands-on experience with real audits and research

Marketing, product or growth leaders seeking to understand the new search shift and how to incorporate into wider product or GTM strategy.

Seasoned search and content experts seeking to augment and improve their playbooks to navigate the change from traditional to AI search

Junior marketers seeking to master the new world of AI Search and SEO 3.0 and get actionable insight to drive value in their respective role

A defensible methodology for auditing, optimising, and reporting on AI search. By week 4 you'll lead the conversation, not chase it.

Audit and own AI search visibility

Google

IPG Mediabrands

Tripadvisor

Paul Byrne

I run SearchIntel, an AI Search agency | 20 years in Digital Marketing

AI Search - Summer 2026

You're a digital lead at a mid-market business. Your organic search numbers are softening month after month. ChatGPT, Claude, and Gemini are intercepting the questions you used to capture.Leadership has started asking "what about AI search?" in board meetings, and your honest answer until now has been: nobody really knows yet. That's the gap this course closes.AI search visibility is the most important new discipline in marketing, and it didn't exist as a teachable subject 18 months ago. Meanwhile every digital lead is being asked to have a credible answer.This 4-week cohort gives you that answer. You'll learn the audit methodology I use with paying clients, including regulated mid-market firms. You'll run a real audit on a brand of your choosing. You'll build a 90-day optimisation plan defensible at board level. And you'll leave able to walk into your next leadership conversation with a methodology, a measurement framework, and a credible point of view.By the final week, you'll be the person at your firm who actually owns AI search.

Leadership keeps asking "what about AI search?" Walk in with the answer.

Conduct a credible AI search visibility audit on any brand

Build a 90-day optimisation plan based on findings

Report AI search KPIs to senior leadership

Defend the strategy when challenged by traditional SEO / Paid-Media stakeholder

Explain to a CFO what AI search visibility is worth in commercial terms

In-house digital leads (Director / Head of) watching organic search decline and being asked "what about AI?" by leadership

Independent consultants pivoting from SEO into AI search, who need a rigorous methodology rather than just opinions

Agency strategists (planning, performance, content) building AI search capability for client work

Agentic AI

Coding with AI

AI Workflows

Claude Code

OpenClaw

Vibe Coding

AI Evals

AI Transformation

RAG & Search

AI for PMs

AI for Engineers

AI for Designers

AI for Marketers

AI for Founders

Product Sense

Product Discovery

User Research

Prototyping

Growth

Analytics

Tech Foundations

Strategy

Influence

Leadership

Career Growth

Machine Learning

LLM Ops

Context Eng

Security

System Design

Figma

Design Systems

Visual Design

Design Strategy

Automation

Content Marketing

Demand Gen

Go-to-Market

Product Marketing

Positioning

Social Media

Brand

B2B Marketing

SEO & AEO

AI for Leaders

AI Governance

Communication

Management

People Operations

Exec Presence

Storytelling

Goal-setting

Personal Brand

Fundraising

Everyone

Operators

Data Scientists

Business Analysts

User Researchers

Customer Success

Project Managers

HR Professionals

Sales People

Lawyers

Finance

Investors

Real Estate

Educators

Creators

Introduction and Banter

Meet the Speakers: Jenna & Peter

The Changing Landscape of SEO and AI

From SEO to GEO: Generative Engine Optimization

Tactic 1: Niche Down Your Content Topics

Tactic 2: Think User Queries, Not Keywords

Tactic 3: The Power of Long-Tail Keywords

Tactic 4: Educate Your Specific Audience

Tactic 5: Differentiate with Genuine Insights

Tactic 6: Quality Over Quantity

A Step-by-Step SEO Playbook

The Three-Phase SEO Framework: Research, Write, Measure

Q&A and Final Thoughts

Marketers who drive brand awareness, customer acquisition, and growth across channels.

Applying AI tools and techniques to professional workflows — assign alongside more specific AI topics.

Search engine optimization and AI engine optimization — ranking in search results and AI-generated answers.

From Rankings to Revenue: Master SEO in the AI Era

What you'll learn

Why this topic matters

You'll learn from

Jenna Hannon

Peter Holc