Why Take GEO 201?

  • Stop Guessing Who You're Really Competing Against

    Most marketers can't confidently name their top three GEO competitors without looking them up. We show you how to build the right competitive set — direct, aspirational, and adjacent rivals — so your analysis starts from an accurate picture instead of an assumption.

  • Find Where AI Can't See You — Before It Costs You

    Blocked AI crawlers and AI-illegible pages can silently kill your GEO strategy. You'll learn to audit exactly how accessible your content is to AI systems, and surface the hidden gaps that no amount of content investment will fix on its own.

  • Win Where Winning Is Realistic

    Not every competitive gap is closable. We teach you to grade your Presence, Appearance, and Relevance against your chosen competitive set. You'll identify the white-space opportunities you can actually close, and focus your effort where it will move the needle this quarter.

Course curriculum

    1. Lesson 1: Introduction

    2. Lesson 1 Quiz

    1. Lesson 2: Data Gathering

    2. Lesson 2 Quiz

    1. Lesson 3: Competitive Presence

    2. Lesson 3 Quiz

    1. Lesson 4: Competitive Awareness

    2. Lesson 4 Quiz

    1. Lesson 5: Competitive Relevance

    2. Lesson 5 Quiz

    1. Lesson 6: Assembling Your Competitive GEO Analysis

    2. Lesson 6 Quiz

About this course

  • $149.00
  • 13 lessons
  • 1.5 hours of video content

Answer "Are we winning?" with data.

Enroll today

Bonus material

GEO 201 gives you everything you need to run your competitive GEO analysis yourself — and rerun it every quarter to track your progress.

  • Competitor Research Prompt

    A deep-research prompt that helps you identify your direct, aspirational, and adjacent competitors systematically, so you build your competitive set on data rather than guesswork.

  • SAINT Report Prompt

    The complete SAINT framework prompt (Summary, Analysis, Insights, Next steps, Timeline) that you run through any major AI tool to generate your executive narrative report in minutes.

  • Competitive GEO Scorecard Template

    Explain the value your additional content will bring to a student's overall learning experience. Use this opportunity to sell potential students on the extra benefits your bonus material provides.

FAQ

  • Why do I need a separate scorecard for AI visibility? My team already tracks share of voice.

    Share of voice and AI visibility diverge. Traditional SOV measures who is being talked about; AI visibility measures who is being cited. A brand can lead share of voice in trade press and still be invisible inside ChatGPT, Claude, and Perplexity — and vice versa. GEO 201 teaches you to measure both, side by side, against three named competitors. The scorecard you build is the artifact that proves which gap is the real one.

  • I already took GEO 101. What’s actually new here?

    GEO 101 answered the diagnostic question: “Am I showing up?” GEO 201 answers the strategic one: “Am I winning, and against whom?” Same framework names, different deliverable. GEO 101 ends with an action plan for your own site. GEO 201 ends with a scored, side-by-side competitive scorecard across you and three competitors, plus a written narrative report you can hand to your CMO. If 101 told you the problem exists, 201 tells you whether you’re losing the race.

  • Our brand appears 97% of the time in Gemini but only 16% in Claude. Which one do I optimize for?

    Both. Different models index different sources, weight authority differently, and serve different audiences. Optimizing for the model your buyers don’t use is a wasted budget. The GEO 201 scorecard measures presence across every engine that matters to your customers and lets you weight them on the Setup tab — if 80% of your buyers use ChatGPT and 5% use Claude, the scorecard reflects that. The question isn’t which model to pick. It’s which model your customers are actually asking.

  • How is this different from regular competitive analysis?

    Traditional competitive analysis benchmarks marketing spend, traffic, and rankings. None of those measure whether AI models recommend you. GEO 201 borrows the structure your strategy team already knows — you vs. three competitors, scored side by side, with a written narrative — and repoints it at the signals that actually determine AI visibility. You get a scorecard, a letter grade per dimension, an automated strengths and gaps analysis, and a one-pager-per-dimension narrative report. Familiar format, completely different inputs.

  • What do I actually walk away with?

    A completed XLSX scorecard for your brand against three named competitors, scored across Presence, Appearance, and Relevance with a weighted overall grade. A written DOCX narrative report ready to present to leadership. A 90-day rerun cadence so you can show movement, not just static scores. A prompt library for the duct-tape Relevance assessment. And the fully populated Trust Insights vs. Big Three example as a reference artifact you can compare your work against. You finish the course with a deliverable, not a reading list.

Instructor(s)

Christopher Penn

Chief Data Scientist, TrustInsights.ai

Christopher S. Penn is an internationally renowned keynote speaker who energizes audiences with his expertise on artificial intelligence in marketing. A recognized thought leader, he demystifies complex AI concepts, providing practical strategies that empower marketers to achieve breakthrough results. Christopher’s insights on leveraging AI for data analysis, content creation, and strategic decision-making have shaped five key trends in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, marketing data science, and AI/machine learning in marketing. His journey in AI began in 2013, a decade before tools like ChatGPT brought the technology into the mainstream, giving him a deep understanding of its potential and practical applications. His engaging and informative presentations leave attendees with actionable takeaways they can implement immediately. As co-founder and Chief Data Scientist of Trust Insights, Christopher leads a team of experts dedicated to helping businesses unlock the full potential of their data using cutting-edge AI solutions. His proven track record of success includes building AI-powered systems that have delivered double-digit ROI for prominent brands such as Cisco Systems, T-Mobile, Citrix Systems, GoDaddy, AAA, McDonald’s, Twitter, and many others. He is a 2025, eight-time IBM Champion in IBM Data and AI and co-host of the award-winning Marketing Over Coffee marketing podcast. He is a published author in the Journal of Applied Marketing Analytics, and his work is also reflected in over two dozen marketing books, including the bestselling “Almost Timeless: 48 Foundation Principles of Generative AI“.