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Learn SEO and AI Search: Get Found Everywhere People Look
Search and discovery covers every way people find a business when they look for something: Google, Bing, AI assistants such as ChatGPT and Perplexity, app stores, marketplaces and YouTube. This learning map has more specialised roles than any other part of marketing, from technical SEO to AI search optimisation.
What this learning map covers
Every learning path in this map answers one question: when someone searches, does your business show up, and does the result earn the click or the mention? The paths split by where the search happens (Google, AI assistants, app stores, marketplaces, YouTube) and by the kind of work (technical, content, links, scale).
If you are new, start with the technical SEO and content SEO learning paths. They underpin every other path here, including AI search optimisation. Then specialise in the area that matches your work or the businesses you want to work with. I have worked in SEO for over seven years; my own services in this area are on my SEO and AI search page.
All learning paths in this map
Frequently asked questions
Is SEO still worth learning with AI search?
Yes. AI assistants still find and read web pages through crawlers and search indexes, and Google's AI features draw on the same index as its search results. The skills shift towards being cited and recommended, not only ranked, which is why this map includes AI search optimisation as its own learning path.
Which SEO skill pays best?
Pay depends more on seniority, industry and market than on the specialism. Technical, enterprise and AI search roles tend to sit closer to product and engineering, which often means larger budgets and scope. Pick the specialism you can become very good at; depth is what employers pay for.
How long does it take to learn SEO?
With five to ten hours a week, most people learn the foundations in one to two months and are ready for a junior role in six to nine months, if they practise on real sites. Each learning path in this map includes a realistic time estimate and projects to prove your progress.
Do I need to know how to code to learn SEO?
No. Most SEO roles need you to read HTML and understand how websites work, not to write code. Technical SEO goes deeper into how sites are built and rendered, while content and AI search optimisation lean more on research, writing and analysis.
Can I learn SEO for free?
Yes. Google's own documentation, free courses from Ahrefs, Semrush and others, YouTube tutorials and free tools such as Google Search Console and Screaming Frog cover everything you need. Every learning path in this map is built free-first and labels the few paid resources clearly.
