Crafting Search and Generative Optimised Blogs with AI Tools

Workshop for Australian Regional Tourism Marketers

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Course Objectives

In this dynamic 45-minute workshop, “Crafting Search and Generative Optimised Blogs with AI Tools,” tailored for Australian Regional Tourism Marketers, participants will embark on a comprehensive learning journey to harness SEO and emerging Generative Engine Optimisation (GEO) for their digital content. Starting with dual-focused research, attendees will dive into the intricacies of keyword and topic trends, using AI tools to carve out niches in traditional search engines and AI-driven platforms. The workshop progresses to leveraging AI writing assistants to draft engaging, optimised content, ensuring personalised narratives to create emotional connections and resonate with human readers and algorithms. Final steps include

  • Refining posts with AI editing tools.
  • Enriching content with free, high-quality images.
  • Mastering the art of publishing on diverse digital platforms.


This session promises a blend of theoretical knowledge and practical skills, preparing marketers to elevate their online presence effectively.

What participants can expect

  1. This workshop equips novice digital marketers in the Australian Regional Tourism industry with the skills to
  2. Conduct effective keyword and generative engine optimisation (GEO) research to target search engines and AI-driven content platforms.
  3. Utilise AI writing assistants to create engaging, informative, and optimised draft blog content.
  4. Refine your first blog post using AI-powered editing tools to ensure high-quality, error-free content.
  5. Publish and optimise your blog post on digital platforms to maximise visibility and engagement, catering to traditional SEO and emerging GEO principles.

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Course Structure

Module 1: Dual-Focused Keyword and Generative Engine Research (15 Minutes)
  • Objective: Introduce participants to the dual approach of targeting traditional search engines and AI-driven content discovery platforms through effective keyword and generative engine optimisation research.
  • Skills to be Learned: Understanding the basics of SEO and GEO, using AI tools for comprehensive research, and analysing keyword and topic trends.
  • Project: Perform dual-focused research to identify keywords and topics with high potential for search engine ranking and generative content platforms.
Module 1: Step-by-Step Instructions:

1. Introduction to SEO and GEO (5 minutes):

  • Explanation of traditional SEO versus generative engine optimisation (GEO) and their importance in the evolving digital landscape.
  • Overview of how AI and generative content platforms change content discovery and consumption.

2. Conducting Comprehensive Research (7 minutes):

  • Demonstration of AI tools and techniques for identifying effective keywords and trending topics for both SEO and GEO.
  • Hands-on activity: Participants conduct research to find relevant keywords and topics for their tourism destination.

3. Analysing and Selecting Optimal Keywords/Topics (3 minutes):

  • Guidance in selecting keywords and topics with the best potential for visibility and engagement across search engines and AI-driven platforms.
  • Exercise: Choose top keywords and topics based on research findings.
  • Objective: Guide participants in leveraging AI writing assistants to produce engaging, informative, and optimised content for both SEO and GEO.
  • Skills to be Learned: Crafting compelling narratives with AI assistance, integrating SEO and GEO strategies, and structuring posts for enhanced engagement and visibility.
  • Project: Utilise an AI writing tool to develop a blog post draft incorporating identified keywords and topics from Module 1, focusing on optimisation for human readers and AI algorithms.
Module 2: Step-by-Step Instructions:

1. Using AI Writing Assistants (5 minutes):

  • Introduction to AI writing tools and their capabilities in generating initial drafts and content ideas.
  • Practical demonstration: Generate a blog post outline using an AI tool.

2. Incorporating SEO and GEO Strategies (5 minutes):

  • Tips on structuring your blog post for SEO and GEO, including keyword integration and optimising for AI content discovery.
  • Writing activity: Participants develop a complete draft, ensuring the content is engaging and optimised for SEO and GEO.

3. Enhancing Content Engagement (5 minutes):

  • Strategies for making content more engaging and shareable, increasing its potential to perform well in both traditional search engines and generative content platforms.
  • Discussion on the importance of storytelling, visual elements, and interactive features.
  • Objective: Teach participants to refine their content using AI-powered editing tools, source complementary images, and understand the nuances of publishing optimised content on various platforms.
  • Skills to be Learned: Editing and proofreading with AI tools, sourcing and adding images, understanding the technical aspects of SEO and GEO, and using CMS for effective publishing.
  • Project: Finalise the blog post by editing it for clarity and engagement, optimising it for SEO and GEO, adding images, and preparing it for publication on a chosen platform.
Module 3: Step-by-Step Instructions:

1. Editing with AI Tools (5 minutes):

  • Overview of AI-powered editing tools like Grammarly for refining content.
  • Editing session: Participants use an AI tool to improve their draft’s clarity, coherence, and error-free writing.

2. Sourcing and Adding Complementary Images (4 minutes):

  • Introduction to accessible image sources (Unsplash, Pexels, Pixabay) for enhancing blog posts.
  • Activity: Select and add relevant images to the blog post, optimising them with alt text for SEO and GEO.

3. Finalising and Publishing (6 minutes):

  • Final review of SEO and GEO optimisation techniques, including meta descriptions, tags, and structured data for enhanced visibility.
  • Walkthrough: Prepare the blog post for publication on a CMS like WordPress, emphasising settings and features crucial for optimisation.

Each module and lesson is designed to build on the previous one, starting with the fundamental concepts and moving towards more complex skills and strategies. The final module focuses on online reputation management, wrapping up the course with a clear action plan for applying the learned concepts.

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