How to rank #1 in AI search: Insights from my latest SEO course
Wow, that’s some over-promise, isn’t it? That’s exactly what attracted me. In the plethora of Take–This–AI–Course–Or–You–Will–Never–Work–Again offers, this one stood out. Coursera’s Generative AI for SEO: Be the #1 Answer in AI Search sounded like it might help me solve a few problems and learn some new skills that would benefit my clients.
Let’s see.
What is SEO?
Just in case you're coming at this cold, Search Engine Optimisation (SEO) is the process of using targeted keywords and phrases to rank higher in search engine results pages (SERPS). It combines various strategies, including keyword research, on-page optimisation, link building, technical SEO and content creation.
Is SEO dead because of AI?
The bottom line? No. AI is not killing SEO, but it is rapidly evolving the strategies and methodologies used to optimise content and rank higher. People now search for information in different ways. As copywriters, it’s our job to understand search intent before we can answer the question with killer copy.
How is AI changing SEO?
While the fundamentals of SEO haven’t changed, AI is radically shifting how search engines understand content.
Improved algorithms, such as Google’s RankBrain, are now better at understanding search intent and semantic meaning, rather than exact keyword matching. Quality content, written with context in mind, is in high demand.
At the same time, AI tools are making content generation simpler. We’ve all had a dabble in ChatGPT and Canva, right? And now, marketers also need to consider GEO (Generative Engine Optimisation), ensuring content is used or cited by AI systems like ChatGPT or Google Gemini.
Confused? Think of it like this: If SEO helps people find your content, GEO helps it appear in AI answers.
Forming a bridge between the two is AEO (Answer Engine Optimisation). This is the practice of structuring articles in a way that content can easily be pulled to appear in Google’s Featured Snippets, Voice Search queries, and the People Also Ask section.
How is AI-powered SEO affecting copywriting?
As consumers, our eyes are no longer going straight to the top-ranking answer on Google. Instead, we’ll have a quick look at more prominent sections, such as ‘People Also Ask’ and see if that narrows down our search.
All this is having an impact on the words copywriters use and how content is structured and written. AI-driven search means that more natural, conversational language is coming into play. This is all very exciting, but with great AI-power comes great responsibility. That’s why these incredible tools are better in experienced hands.
Why should a copywriter take an AI SEO course?
The fact that AI search engines are valuing natural language over robotic responses means good writers are actually more in demand than ever. Huzzah.
As a professional writer, I often get asked to write websites, blog content and social media campaigns for small businesses and marketing agencies. Recently, I’ve been approached by some clients whose AI-generated content was messing with their performance in search. I wanted to know I could confidently rescue their copy and provide an added-value service.
What did this AI for SEO course cover?
There were eight modules in this course. I’ve just picked out a few:
1. Key AI tools for SEO
We started with an overview of the key tools used for SEO, such as Semrush, and the AI tools most generalists will know, like ChatGPT. Nothing new here, although I did get to play around more with Ahrefs, which was fun AND informative. We ran through a practice competitor comparison of two sites operating in the same space.
I used some old test cases for two healthcare clients to see which keywords were competing and where the content gaps lay. If I’d had this tech when I wrote these websites years ago, one of these clients would have gained an insane technical advantage.
2. Using ChatGPT for content planning
I’m sure most writers already know that tools like ChatGPT and Claude are great for keyword research and content planning.
If you aren’t using them yet, I’d definitely recommend having a play around.
The course also talked us through competitor monitoring and SEO strategy. I used my own business as a case study throughout, so I could apply techniques to real-world scenarios.
3. Advanced prompt engineering tactics
We then covered advanced prompting techniques. Ultimately, this is how you’ll achieve the best response to your query. Chain-of-Thought (CoT) Prompting, ReAct (Reason + Act) Prompting, Self-Ask Prompting…everything has a name, who knew!
While this was interesting, I felt like I already knew many of these techniques (I just hadn't given them a name!). This might be because I’m a writer. We’re used to digging for information and not being satisfied with the first response we get – especially in the face of a loose brief.
AI ethics, privacy and responsible use
This closing module was exactly what I wanted to hear. I write for highly regulated industries, such as heavy industry B2B and healthcare, and the advice has been somewhat confusing for copywriters over the last few years. Last year, I had a global pharma client who was still very tentative about AI.
In 2026, a national private clinic asked me to write 400 words in 40 minutes, saying they fully expected me to use AI. It was good to get a sense check in this section that upholds how I think AI should be used in healthcare communication – responsibly, ethically and transparently. I still firmly believe there should be a human in the loop.
How will my SEO copywriting skills help your business?
I would always recommend getting a technical SEO expert to review your existing website and make recommendations before getting a copywriter involved. I can help with this. However, I also know that for a lot of my clients, the budget is already tight. That’s why doing these short courses whenever I can grab a few minutes helps keep my skills up to date.
This latest course means I can feel more confident in the SEO/GEO/AEO side of my proposals and make sure the copy and content I supply is both aligned to your strategy and CONVERTS! Please don’t hesitate to get in touch if you have a website or content project in the pipeline. I’d love to hear from you.
Victoria Green is a senior copywriter and content writer based in the UK. With over 25 years of experience supporting big brands, marketing agencies and small businesses, Vicks helps healthcare, B2C and B2B clients build online content that converts. If you want a writer who optimises with AI but leads with human insight, get in touch today.
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