Future Training

Search beyond Google

For Future Group Training we combined SEO, GEO and AI search optimisation, and planned for search beyond Google. Alongside the traditional search engines, Google and Bing, the work covered the LLM and AI search platforms: ChatGPT, Google Gemini, Microsoft Copilot, Perplexity AI and Claude. Entity-based SEO and structured content were the focus, to ensure visibility inside AI-generated answers.

Technical and keyword foundations

We set the new site up to load fast, with Core Web Vitals optimisation, a clean URL structure, schema markup for courses, the organisation and FAQs, and rapid indexing.

The keyword architecture targeted high-intent queries with commercial and career-transition intent, such as "heat pump training UK", "solar PV courses UK", "renewable energy courses for plumbers" and "gas engineer to heat pump installer".

Content that generates leads

The commercial pages for heat pump training, solar PV training and renewable courses for gas engineers were optimised for conversion, trust and outcomes. Top-of-funnel content was aimed at attracting early-stage users and converting them over time, on topics such as:

• How to become a heat pump installer UK
• Renewable energy career paths
• Gas vs renewable engineer salaries

For GEO content expansion, the plan covered location-based landing pages, regional search targeting and local keyword optimisation.

Local search

On Google Business Profile, the work covered category optimisation, regular content posting and review generation. For local dominance, we focused on strong Newcastle and North East signals, building trust locally before scaling nationally.

Authority and links

Authority building combined three strands:

• Digital PR on the renewable skills shortage, Net Zero workforce demand and industry insights
• Industry links from trade publications, renewable blogs and course directories
• Topical clusters on heat pumps, solar PV and career transition

AI and LLM optimisation

We treated AI and LLM optimisation as critical for 2026, with the goal of appearing in AI-generated answers across search platforms. Entity optimisation meant clear brand positioning and consistent mentions across platforms. Structured content meant FAQ-rich pages with direct answers to key questions. For answer engine optimisation, the content was kept concise and structured, with lists and definitions.

Three phases

We sequenced the fast-growth plan over twelve months:

• Phase 1 (0-3 months): technical setup, core page optimisation and the initial content rollout
• Phase 2 (3-6 months): content scaling, link acquisition and GEO expansion
• Phase 3 (6-12 months): owning high-value keywords, expanding AI visibility and improving conversions

Turning leads into bookings

To turn leads into course bookings, the conversion plan relied on clear pricing and course details, strong trust signals, career-focused messaging and clear calls to action: enrol, start career, book course.