Build Websites for People to Win GEO/AEO

This course explains how the rise of AI-powered search tools is reshaping the way websites should be built in 2025. It features insights from Guy Yalif of Webflow, who outlines why traditional SEO practices are no longer sufficient as search shifts from link-based engines to generative, AI-driven systems.

The material introduces the difference between classic SEO and the emerging concept of Generative Engine Optimization (GEO), emphasizing that websites must now be structured so AI systems can accurately interpret and present their content. This includes clear semantics, well-organized information, and high-quality content that provides real value.

Despite these technical changes, the course highlights that strong storytelling, brand identity, visual appeal, and emotionally resonant content remain essential. These human-centered elements continue to shape user trust and engagement.

It also presents data showing that traffic coming from AI-based search and chat interfaces tends to convert at significantly higher rates than traditional organic search traffic, indicating that AI-driven discovery may become a more valuable channel even if it produces fewer overall visits.

Overall, the course focuses on how to design websites that serve both AI systems and human users effectively in the evolving search landscape of 2025.