GEO for E-commerce
Generative Engine Optimization for webshops
Peter van der Graaf
Joey Fieggen
Martin van Kranenburg
About this training
The buying process has shifted. Consumers search less and ask more questions. A language model provides a summary, a comparison and a recommendation directly, often on one screen. Visits to multiple websites don't happen. 2
The customer compares your brand with competitors in an AI answer. They form their image there. They choose who they trust there. Only then do they, sometimes, end up on a webshop.
For e-commerce this means you lose grip if you keep thinking in SEO and traffic. It's no longer about being found. It's about being mentioned. That approach is known as GEO: being focused on how Large Language Models select and present information.
Who is this for?
This training is aimed at those responsible for growth in e-commerce. For everyone who notices that visibility, conversion and brand choice increasingly take place outside the webshop. The training is suitable for managers, marketers, content specialists, SEO specialists, product owners and brand managers.
Program
- Change in the customer journey and the impact on e-commerce
- How LLMs work and their influence on brand visibility
- Analysis of AI conversations and how brands are included
- Aligning on- and offsite content with AI answers
- Building your own GEO strategy for your e-commerce
What you will learn
- You get clear insight into how AI changes the customer journey
- You understand what zero-click does with traffic and conversion
- You see how AI brings brand and reputation together
- You know what to adjust in product and brand content
- You learn how to improve feeds, marketplaces and off-site visibility
- You get tools and new metrics to track this
- You translate GEO into concrete choices in content, reviews and positioning
Trainers
Peter van der Graaf
Peter van der Graaf is one of the true pioneers of search engine marketing, a fixture in the SEO world since 1997. Over the years he has led and trained countless SEM agencies and in-house search teams, and is known for his sharp vision of what actually works in organic growth and reputation. Today he applies that experience to the next major shift: Generative Engine Optimization (GEO).
Joey Fieggen
Joey Fieggen is a pioneer in developing and optimising customer journeys, with a sharp focus on CRO for both lead generation and e-commerce transactions. He has worked on developing and improving a wide range of webshops and knows the dynamics of marketplaces and product content processes from the inside out.
Martin van Kranenburg
Martin van Kranenburg (1968) is an expert in online marketing, behavioural psychology, copywriting, and AI. He shows how to use text, technology, and behavioural insights to get people moving. He was voted Lecturer of the Year at Beeckestijn Business School multiple times and three times ranked as the number 1 speaker at Webwinkel Vakdagen. In 2025, he was named AI Speaker of the Year.