Be found. Be mentioned. Be recommended.
We help marketing teams and boards understand the shift happening in search and adapt to it: how to measure your brand's visibility in AI assistants and turn it into a 12-week plan. All on data from your own category.
For marketing, e-commerce and content teams, and for boards. Online or at your office. 90 minutes to a full day. Every training includes a month of Scorra Growth for free.
Customer question: Which bean-to-cup coffee machine would you recommend for home?
Here are the three most often recommended options for home use:
- Brand A – quiet grinder and automatic cleaningindependent ranking
- Brand B – milk drinks at the touch of a buttonexpert guide
- Brand C – the best price in its classmanufacturer's site
Customers are still searching. Just not where you measure.
The four numbers we open every session with. Each has a source and a date.
- 900M
people use ChatGPT every week. A year earlier it was 400M.
OpenAI via TechCrunch, 27.02.2026
- 8% vs 15%
of searches end in a click to a website: with an AI summary vs without one.
Pew Research Center, 07.2025
- +138%
in AI traffic to online stores, year on year. It converts 54% better than other sources.
Adobe Digital Insights, 05.2026
- −20% / ×2.9
a construction-industry example: Google organic traffic is down, AI assistant traffic is up almost threefold – but still only about 1% of Google's volume.
GA4, Mar–Sep 2026 vs 2025, anonymised data
People ask differently
| Then, in Google | Now, in an assistant |
|---|---|
| currency account | Which currency account is best for travelling abroad? |
| sonic toothbrush | Which sonic toothbrush is best for sensitive gums? |
The question carries a situation, context and an expectation. People expect a ready answer, without sifting through results.
We measure differently
| So far in SEO | New with AI |
|---|---|
| Google ranking | Brand visibility in answers |
| Clicks and CTR | Share of voice against competitors |
| Organic traffic | Average position on the brand list |
| Sessions and conversions | Citations of your own pages, traffic from assistants |
One does not replace the other. SEO still brings most of the traffic; AI has to be counted separately.
GEO does not replace SEO. It changes what you compete for.
GEO (Generative Engine Optimization, also called AEO) is the work of shaping what AI assistants say about a brand. It builds on SEO, but has a different goal, different metrics and different places of influence.
| SEO | GEO | |
|---|---|---|
| Goal | A high position for the page in results | The brand in the answer: named and recommended |
| Query | A keyword or short phrase | A full question with context, split by AI into several sub-queries |
| Result | A list of links and ads | One answer with a few brands |
| Metrics | Ranking, CTR, traffic, conversions | Visibility, share of voice, position on the brand list, citations, traffic from assistants |
| Where we work | Mostly your own site and links to it | Your own site plus third-party sites: rankings, comparison sites, publishers, experts |
| Measurement | One position in results for a phrase | Many answers to the same question, across several assistants, repeated over time |
In the training we show this difference using your data, not a diagram.
Three areas of work, one shared language in the team
The training shows them on data from your category, not on slides about "the future of search".
Content on your own sites
Rankings, comparisons and guides with concrete numbers. Answers to the questions the assistant asks in the background (so-called fan-out: 4–5 sub-queries per question, often in English even when the question is not).
Content beyond your own sites
Assistants mostly cite sites you do not control. We teach how to find the ones that matter and how to get featured in them: rankings, publishers, experts.
Technical setup and structure
Headings, tables, FAQ, update dates, structured data, access for AI crawlers. One good page per topic instead of many similar ones.
Team training: 4 hours, from the market shift to an action plan
The first part gives a shared language, the second shows the differences, the third is work on your brand's real data, and the fourth ends with a plan.
- 0:0035 min
The search paradigm shift· 35 min
How buyers are taking their questions to AI assistants: fewer clicks but better visits, and how AI splits one question into several searches. The numbers behind the shift, and where it already shows in your traffic and sales.
- 0:3530 min
SEO vs GEO: how they differ· 30 min
What SEO does not explain, and what changes in visibility work. Different questions, a different result, different metrics and different places you need to be. What stays from your current work and what has to be added.
- 1:0510 min
Break· 10 min
- 1:1590 min
Your brand's visibility in AI models: we read the data together· 90 min
The measurement is done before the session: several days of tracking your brand's visibility, broken down by prompt category and by customer journey stage. In the session we go through the results, draw conclusions together and learn to understand the data: visibility, share of voice, position on the brand list, cited sites, topics missing from your pages – and what to do with it next.
- 2:4510 min
Break· 10 min
- 2:5555 min
Strategy and action plan· 55 min
In groups, the team turns conclusions into priorities: content on your own sites, presence on external sites, technical fixes. We agree on owners, metrics, the legal sign-off path and a plan for the first 12 weeks.
- 3:5010 min
Decisions and next steps· 10 min
Who owns the topic, which metrics we report and when we run the follow-up measurement.
One body of knowledge, three levels of involvement
- BOARD
Board briefing
60–90 minutesNo SEO jargon. What is changing in customer behaviour, what it means for revenue and the brand, what risk comes with being absent from AI answers, and which decisions the team needs from the board.
- → The scale of the change in 4 numbers
- → Where the risk and the opportunity are in your category
- → Who in the company owns the topic
- → Budget and horizon: what you get after 12 weeks
- MARKETING TEAM
Team training
4 hoursThe agenda above. For marketing, e-commerce, content, PR, and the legal and regulatory staff who sign off communications.
- → A measurement of your brand's visibility in AI assistants
- → Insights from the data and a map of gaps in content and sources
- → A 12-week plan with priorities
- → A checklist for an AI-ready article
- WORKING SESSION
Hands-on workshop
half a day or a full dayFor the people who will do the work. We work on your pages and your questions, not on generic examples.
- → An audit of 10 key pages for AI answers
- → A brief, an article template and first drafts
- → A list of sites to work with and how to reach them
- → A measurement dashboard and a reporting cadence
A month of Scorra Growth for free
The company gets a one-month Growth plan at no extra cost: 120 customer questions measured daily in 3 assistants of your choice, the full dashboard and 4,000 credits for the agent. After the training the team keeps measuring on the same list of questions instead of starting from scratch.
Worth $195 – included in the training price.
Before the training: a measurement of your brand
So that the training rests on your data, we run a measurement over several days beforehand: 50–100 customer questions grouped by prompt category and customer journey stage, 5 assistants (ChatGPT, Gemini, Perplexity, Google AI Mode, Google AI Overviews), your brand's share against competitors, and the most often cited sites. It is the same daily measurement Scorra runs for every customer.
What the team takes away
- ✓ A baseline report: visibility, share of voice, position
- ✓ A list of customer questions for ongoing monitoring
- ✓ A gap map: topics and sites where you are missing
- ✓ A 12-week plan with owners
- ✓ A checklist and an article template
- ✓ Materials and a recording for those who could not attend
Run by a practitioner who measures this every day
Scorra measures what AI assistants say about brands every day. Our founder, Mateusz Rzetecki, has more than 17 years of SEO experience and runs the training in person – on data from brands we measure ourselves, so the team sees what works in practice, not a presentation about trends.
Mateusz Rzetecki
Founder of Scorra · runs the trainingHe has worked on both sides of the table. On the agency side he built processes and teams that deliver every month; on the client side he saw why half of an agency's recommendations are never implemented. The training is built so that your team's plan is.
- → 17+ years in SEO, since 2009
- → 9 years at Bluerank, from Junior SEO Specialist to Head of SEO
- → SEO & Content Marketing Director at K2: two departments, organic strategy across 12 markets, including visibility in ChatGPT, Perplexity and Gemini
- → Organic Growth Lead at ZEN.COM – in-house, in fintech
- → Guest lecturer at WSB University in Poznań, 2016–2023
- → Built Scorra and AI Search Insight, the tools we use to measure AI visibility
Frequently asked questions
- Is this SEO training?
- No. SEO stays the foundation and still brings most of the traffic. This training is about the second layer: what AI assistants say about your brand and where they get it from. The SEO team leaves with a list of new tasks, the marketing team with a new language for talking about visibility.
- Do we need any tools?
- Not to take part. We run the measurement before the training from our own account. After the training the company gets a month of Scorra Growth for free, so the team keeps measuring straight away and decides on a plan with its own data in hand.
- Do you show other companies' data by name?
- No. Examples from projects are anonymised. In the training we work on data from your category and your brand.
- We work in a regulated industry (pharma, supplements, finance). Does it make sense?
- Yes – and that is exactly where AI visibility is sensitive, because assistants readily cite health and finance content. The plan includes a legal sign-off path: templates approved once, content approved in batches.
- How many people should attend?
- The 4-hour training works best for 8–25 people, including at least one person from legal or regulatory. The board briefing is short and can be run separately.
- Online or at our office?
- Both. We recommend the hands-on workshop on site, because it involves group work.
- Can we book a follow-up measurement after the training?
- Yes. After 12 weeks we repeat the measurement on the same list of questions and compare it with the baseline.
Tell us who we should train
Tell us about the team, the industry and the goal. We will reply with a proposed format, scope and date.
Data: GA4, Pew Research Center, Adobe Digital Insights, OpenAI. Examples anonymised.