The shift from traditional search optimisation to answer engine optimisation can feel disruptive, but the core principles of effective content still apply. This session explores what’s changed, what still matters, and how to adapt your strategy without starting from scratch.

Generative AI is reshaping how students research degrees. Learn how the University of Edinburgh redesigned course content to make key information machine-readable and improve the accuracy of AI-generated answers.

Prospective students are increasingly using AI tools instead of traditional search. If your content isn’t informing those answers, your institution risks being overlooked. This session explores what answer engine optimisation means in practice and how to audit your content for AI-driven discovery.

Publishing more content won’t improve visibility if it lacks originality or expertise. This session shows a practical workflow for turning subject-matter expertise into articles that perform well in AI Overviews and large language models.

To optimise content for generative AI, we need to structure it so machines can understand it. This session introduces the fundamentals of structured content, semantic markup, and knowledge graphs — and why they matter for content teams.

AI overviews, AI search, and chatbots are changing how prospective students discover universities. In this session, learn how AI systems interpret university websites and what practical updates can keep your institution visible and accurately represented.