Hands on guide to SEO

Clients increasingly get their answer without clicking, and a growing share start with an AI assistant rather than Google. That has not made SEO redundant, it has made it the foundation of being cited. This workshop covers both, and is honest about which parts of the old playbook still earn their place and which no longer do.

All sessions open with delegates sharing their biggest challenges, exercises to apply knowledge to delegates’ firms and a closing clinic for specific questions.

All digital marketing sessions cover what can and cannot go into a public AI tool, the difference between consumer and enterprise tiers, why client and matter details must not be pasted into a general model, and what a sensible firm level position looks like. Every session now recommends tools that make this easy to get wrong. Delegates leave with something they can take to their risk or compliance lead.

 What you will learn

By the end of this workshop you will be able to:
– Understand how both traditional search and AI answer engines decide what to show and cite, and why good SEO underpins both.
– Carry out keyword and question research that matches how clients actually search and how they phrase things to an AI tool.
– Structure pages, content and entities so Google and AI assistants can find, trust and cite your firm.
– Strengthen the trust signals that increasingly drive visibility: named author expertise, original data, and brand mentions.
– Measure what is working as clicks decline, using GA4 and Search Console.
– Judge whether your firm needs a paid AI visibility tool yet, or whether manual checking is enough for now.

What you will take away

– An on page SEO and AI visibility checklist.
– A prioritised action list for your own website.
– A simple method for tracking whether your firm gets cited, that costs nothing to run.

Tools and platforms covered

Search Console and GA4 for measurement.

Semrush and Ahrefs, including Ahrefs Brand Radar, for visibility and competitor work.

Screaming Frog for the technical pass.

On AI visibility, the specialist tools now in this space, including Peec, Profound, Otterly and Scrunch, covered honestly: they are paid, they vary, and not every firm needs one yet. Alongside that, the manual baseline of testing your own priority questions in ChatGPT, Gemini and Perplexity, and where the emerging conventions such as llms.txt and structured data fit.

Why PM Forum training?

PM Forum workshops are designed and delivered by qualified and experienced

MBD professionals who:

• – are subject matter experts in strategy, marketing, business development, selling, client relationship management, digital technologies and interpersonal skills who – through ongoing practice – are familiar with the latest developments
• – understand the nature of professional services marketing at large corporate firms and smaller partnerships across law, accountancy, property and consultancy in a variety of client markets
• – have substantial experience working with both senior and junior fee-earners and MBD professionals
• – possess psychology credentials and/or years of experience in learning and development to ensure an optimum learning experience
• – regularly talk to CMOs and management leaders to keep abreast of the emerging needs of their teams

Delegates receive a productive learning experience because:

•  – There is a balance between knowledge transfer and active learning through interactive discussion and group exercises (sessions are not recorded to promote openness)
• – Training is experiential – idea sharing, networking and collaboration are encouraged
• – Progressive – sessions are graded for beginner, intermediate and advanced levels
• – Whilst platform-independent, sessions signpost systems and technologies used most often by professional services firms
• – As well as copies of course materials, delegates receive work sheets and supplementary resources with guidance for further learning (including other PM Forum events) and application
• – Course leaders are experienced coaches who understand and promote career development
• – Certificates of completion are issued for use in Continuing Professional Development (CPD)
• – Dialogue can continue after training through members-only LinkedIn communities

• • – Participation is restricted to PM Forum members

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Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 + VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.