Today, your customers look for you in two ways: on Google, and by asking an AI a question. A team that masters both stays in control of its visibility. The others pay someone else to understand what is going on.
The Ligne 1 SEO & GEO training passes on the method we apply every day for our clients: understanding how Google ranks a website, how generative AI chooses its sources, and what to do in practice, page by page, to show up in the right place.
This is not a theory course. Each module is worked on your website, with your Google Search Console data and your real competitors. Your teams leave with an action plan ready to apply, not a binder of slides.
ways of being found today: Google and AI answers
of exercises carried out on your own website
Who is it for? Content tailored to each profile
Good training does not speak to everyone in the same way. We build the programme around the people in the room, and keep only what will be useful to them the very next day.
- Business owners and self-employed professionals — Understand the rules of the game so you can decide with full knowledge: where to invest, what to ask a provider, how to read a report without being dazzled.
- Marketing and communication teams — Choose the right keywords, write pages that rank, plan an editorial calendar, track results.
- Web and technical teams — Speed, indexing, structured markup, site architecture, migration without losing rankings.
- Sales teams — Use online visibility as a prospecting tool: reviews, Google profile, answers to the questions prospects ask.
- Agencies and freelancers — Build your skills in GEO, the new layer of search, before your clients ask you for it.
Not sure which profile matches your team? Describe your situation: we will build the programme with you. Talk about your training →
The programme: eight modules, to assemble according to your needs
The modules follow a logical order, but they can be combined freely. A team that is starting out takes the foundations, then the content modules. A team already at ease goes straight to GEO or the technical side.
The foundations
- Module 1 — Understanding Google and AI — How a search engine crawls, understands and ranks a website. How ChatGPT, Perplexity, Gemini and AI Overviews choose their sources. What changes, what does not.
- Module 2 — Keywords and search intent — Find out what your customers are really searching for, measure volume and difficulty, choose the queries worth the effort. Hands-on use of professional tools (Search Console, Semrush, Google Trends).
Visibility on Google
- Module 3 — Writing to rank — Structure a page, write titles and tags, build a semantic cluster, link pages together. Exercise: rewrite one of your pages live.
- Module 4 — Local SEO and Google Business Profile — Appear in local results, manage your profile, collect and handle reviews, keep your contact details consistent everywhere on the web.
- Module 5 — Technical SEO for non-technical people — Speed (Core Web Vitals), indexing, Schema.org markup, common mistakes, redesigning a site without losing rankings. Know how to read an audit and draw priorities from it.
Visibility in AI
- Module 6 — GEO: getting cited by generative AI — What makes an AI cite one source rather than another: clear answers, structured data, authority, external mentions. Test your presence in ChatGPT, Perplexity and Gemini, and fix what is missing.
Recognising AI
- Module 7 — Telling real AI from what isn't — Tell genuine AI from simple automation, spot false "AI washing" promises, generated content, deepfakes and fraud attempts, and set a framework for the use of AI in the company (GDPR, AI Act). Read the complete guide →
Steering over the long term
- Module 8 — Measure and decide — Read Search Console and Google Analytics without getting lost, build a useful dashboard, spot the pages that are rising and those that are slipping, know when to reinforce a page with external links (link building).
Each module comes with a written handout, ready-to-reuse templates (page audit grid, keyword plan, publication checklist) and the list of tools to know.
The formats: at your premises, remotely, or over time
The training adapts to your organisation, not the other way round. It is delivered in Belgium and Luxembourg, from Liège, Brussels, Namur or at your place.
- In-company training — We come to your premises. Your teams work on their own website, with their own tools, in their own context. This is the most effective format.
- Remote training — By video conference, in half-day sessions, with exercises to complete between sessions. Ideal for teams spread over several sites.
- Workshop or talk — A targeted session to raise awareness among management, a committee or a professional event: SEO, GEO, e-reputation. A starting point before full training.
- Ongoing support — After the training, regular check-ins to review your pages, validate your choices and adjust the strategy. You stay in charge of your decisions, with an expert eye close at hand.
Our method: learning by doing, on real material
The training that works is the training where you touch the real thing. Ours rests on three principles.
- Your website as a training ground — Before the first session, we analyse your website and your situation on Google. The examples are your pages, your queries, your competitors.
- Practice before theory — Every concept is followed by an immediate exercise. What is applied the same day stays in memory.
- Clear language — No jargon without translation. Every participant should be able to re-explain to a colleague what they have just learned.
A trainer who practises every day
The training is led by Nathalie Teston, founder of Ligne 1 and an entrepreneur for more than twenty years. She took a website from zero to first place in Belgium in its sector in under fifteen months, then founded the agency in 2017 to put this method at the service of Belgian businesses. She works every day on technical SEO, local search and optimisation for AI: what she teaches, she applies that very morning for her clients.
A Ligne 1 client website received the triple international Awwwards award in 2019 (Website of the Day, Developer Award, Mobile Excellence). We train for visibility, without ever separating technical performance from the quality of the experience.
What your teams can do at the end
- Audit a page — spot in a few minutes why it does not rank and what needs fixing.
- Choose the right keywords — with the volume, the difficulty and the intent behind each query.
- Write or commission — pages and articles that answer the question asked, for Google as well as for an AI.
- Test your presence in AI — know whether ChatGPT, Perplexity or Gemini cite you, and what to do if they don't.
- Track your results — a simple dashboard, useful indicators, well-argued decisions.
- Brief a provider — ask an agency the right questions, judge its proposals and its reports.
Your questions about the training
Do I need technical knowledge to attend the training?
No. The training starts from your real level. Business owners and sales or communication teams need no technical skills: we work on your website, in plain words. The technical modules are reserved for those who need them.
What is the difference between SEO and GEO?
SEO is about appearing in Google's results. GEO (Generative Engine Optimization) is about being cited in the answers of ChatGPT, Perplexity, Gemini or Google's AI Overviews. The two are worked on together: a well-ranked website is more likely to be cited. Read the SEO, GEO and AI FAQ →
Can the training take place at our premises?
Yes. It can be delivered at your premises in Belgium or Luxembourg, remotely by video conference, or by combining the two.
Can we work on our own website during the training?
That is the whole principle. Each module builds on your website, your Search Console data and your real competitors, so your teams leave with concrete actions and not just concepts.
How many people can take part?
The group is put together according to the chosen format: from an individual session for a business owner to the full team of a marketing department. The smaller the group, the more deeply we can work on each website. Describe your team to us →
How do I get a quote for training?
The programme and the price depend on your team, the number of modules and the format. Tell us about your situation via the contact form: we will come back to you with a tailor-made proposal.
Make your teams self-sufficient on Google and in AI.
Tell us about your team and your website: we will propose a tailor-made programme.