AI-powered SEO for Fashion Masterclass (Live online course)

Live Online Masterclass
🗓️ June 18th, 2025 – 🕔 4:00 PM (CEST, London),  5:00 PM (CEST, Rome, Berlin), 11 AM (EST – New York), 7 PM (Dubai) – 📍Live via Zoom
🎓 With Oliwia Urban and Maciej Kowalczyk from GA Agency
🎤 Moderated by Enrico Fantaguzzi, Founder, Digital Fashion Academy

SEO & AI Search Masterclass Overview

Discover how Search and SEO are evolving in the era of AI and what this means for fashion brands. This 1.5-hour intensive masterclass brings together expert insights, practical strategies, and a clear look at emerging trends that are redefining how people search—and how brands get found.

This class is designed to help fashion eCommerce and marketing professionals navigate the rapid changes in Google Search, AI-powered answer engines like ChatGPT and Perplexity, and new content formats influencing visibility and conversion.

Who Is the SEO for Fashion Masterclass For?

This masterclass is tailored for professionals working in or with the fashion industry, including:

• eCommerce Managers
• Digital Marketing Specialists
• SEO Consultants
• Content Creators
• Fashion Brand Founders
• In-house Marketing Teams

SEO masterclass class fees:

• 87 EUR for non members (Sign-up for the DFA reward & growth program to receive 10% discount)
• 43 EUR for DFA Alumni (Use personal voucher or write to us to request it)
• Free for the students attending the E-commerce Management or/and Digital Marketing courses.

👥 Do I Need to Be an SEO Expert to Attend?

Not at all. This masterclass is designed for fashion professionals of all levels—whether you’re new to SEO or already have some basic understanding. No technical knowledge of HTML or advanced SEO is required. The session will guide you through current trends and best practices, building on general search engine concepts to give you a practical and updated view of how SEO and search are evolving in the age of AI. Whether you’re a beginner or a marketing professional looking to stay ahead, this class will deliver valuable insights you can apply right away.

Knowledge Areas Covered in the AI SEO Masterclass

✅ The latest changes in Google’s algorithm and what they mean for rankings
✅ How AI tools like ChatGPT, Gemini, and Perplexity impact search behavior
✅ New traffic sources and how to optimize for them (video, Reddit, TikTok, etc.)
✅ The growing role of visual, interactive, and AI-generated content
✅ Best practices for fashion SEO: local search, structured data, reviews
✅ Understanding Google Shopping and product grid visibility
✅ KPIs that matter in 2025 for SEO success
✅ Practical, actionable SEO strategies tailored to fashion brands

Masterclass Agenda

Google Algorithm Updates

• Recent and impactful changes
• How they affect rankings

How SERPs Are Evolving

• Visual and interactive elements
• Zero-click results and SERP features

The Intersection of AI and SEO

• Differences Between AI and Traditional Search
• Overview of AI in Search
• ChatGPT, Gemini, Perplexity & Emerging Tools

New Traffic Sources

• Answer Engines (e.g., Perplexity, You.com)
• Growing interest in video formats
• Product Grids & Google Shopping
• Community-Based Search Results (e.g., Reddit, TikTok)

How to Be Successful in SEO for Fashion Brands

• The Growing Importance of Brand & Local SEO
• Optimizing for Local Searches
• Leveraging Google Shopping
• Structured Data for Fashion Products
• The Relevance of Reviews (UGC, ratings)
• The Future of Content (AI-generated, visual, interactive)
• Link Building: Quality Over Quantity

Q&A Session

Engage directly with the speakers during a live Q&A.

🎤 Meet the Speakers

Oliwia Urban
Senior SEO Specialist at GA Agency with 7+ years of experience in international SEO strategy, on-page optimization, and content development. Known for delivering actionable, measurable results for fashion and lifestyle brands across markets such as the UK, US, Poland, and the Middle East. Leads a team of SEO professionals with a people-first, strategy-driven approach.

Maciej Kowalczyk

With Enrico Fantaguzzi
Founder of Digital Fashion Academy, with over 20 years of experience in digital strategy and eCommerce for fashion brands. Enrico will guide the session and facilitate interaction between speakers and participants.

📝 Register Now

Reserve your spot for this live masterclass and stay ahead of the SEO curve in the fashion industry.

🔗  Register Now
💶 Price: 87 Euros
📩 A Zoom link will be sent after registration.

Course methodology

• Data-Driven Approach: the course covers Goals and Metrics to define performance goals and measure the results of the SEO activity
• Hands-on, practical approach. You’ll learn practical skills and processes that you can apply in your job from day 1
• Best practices and case study: during the course we analyse real success case studies and there is a practice part at the end of the lessons that the students can carry out on their own time and receive feedback.

SEO Masterclass class time:

America

• Eastern Time (ET – New York, Miami): 11 AM
• Central Time (CT – Chicago, Dallas): 10 AM
• Mountain Time (MT – Denver, Phoenix): 9 AM
• Pacific Time (PT – Los Angeles, Seattle): 8 AM

Europe

• British Sumer Time (BST – London): 4 PM
• Central European Time (CET – Paris, Rome, Berlin): 5 PM
• Eastern European Time (EET – Athens, Istanbul): 6 PM

Middle East

• Gulf Standard Time (GST – Dubai, Abu Dhabi): 7 PM
• Arabian Standard Time (AST – Riyadh, Doha): 6 PM

Are AI-SEO ready (self assessment)?

Answer the following questions to assess your SEO AI-powered readiness.

1. What is the primary focus of Google’s March 2025 Core Update and how does it influence ranking priorities?
2. Explain the concept of “Zero-Click Search” and provide an example of how it manifests on the SERP.
3. How do AI Overviews affect click-through rates, and for what types of searches do they primarily appear?
4. Why is structured data crucial for e-commerce sites, particularly in the context of Google Shopping and AI-driven search?
5. What are community-based search results, and why do search engines value them?
6. List three actionable strategies for fashion brands to succeed in local SEO.
7. How has the evolution of Google algorithms, specifically with updates like Panda and Penguin, shifted SEO focus?
8. Describe how video content can increase website traffic for businesses.
9. What are the key differences in interaction style and result format between AI search and traditional search?
10. How does the concept of “quality over quantity” apply to link-building in the era of AI-powered search engines?

Glossary of Key Terms

• AI Overviews: AI-generated summaries that appear at the top of Google search results, providing quick, comprehensive answers, especially for question-based searches.
• BERT (Bidirectional Encoder Representations from Transformers): A Google algorithm update focused on understanding natural language processing, helping Google better interpret the nuance and context of search queries.
• Brand Entity: The collective understanding Google has of a brand, built through consistent citations, clear About pages, and interlinking, reinforcing its recognition and authority.
• Commercial Investigation Search Intent: Users are looking to research products or services before making a purchase, comparing options and features (e.g., “iPhone vs. Samsung”).
• Community-Based Search Results: Search results influenced by user-generated content from forums, Q&A sites, reviews, and social media communities, valued for their authenticity and diverse perspectives.
• Content Satisfaction: A key ranking priority for Google in 2025, emphasizing that content should truly meet and satisfy the user’s needs and queries.
• Core Update: Broad, significant changes to Google’s search algorithms and systems, affecting rankings across the board.
• CTR (Click-Through Rate): The percentage of users who click on a specific search result out of the total number of users who viewed the result.
• Dwell Time: The amount of time a user spends on a webpage after clicking on a search result before returning to the search results page.
• Featured Snippets: Snappy answers pulled directly from web pages, appearing at the top of search results, often in a box format.
• Florida Update: An early 2000s Google update designed to penalise keyword-stuffed and spammy websites.
• Google Business Profile: A free tool for businesses to manage their online presence across Google, including Search and Maps, crucial for local SEO.
• Google Gemini: Google’s conversational AI that enhances search with natural language understanding and AI-generated summaries, offering multimodal understanding.
• Google Knowledge Graph: An answer engine within Google that displays direct answers in a panel for questions related to entities (people, places, things).
• Google Merchant Center: A platform used by businesses to upload product data to Google Shopping and other Google services.
• Helpful Content Update: A Google algorithm update that prioritises useful, human-created content over content primarily created for search engine rankings.
• Hummingbird Update: A Google algorithm update (2013) designed to better interpret user intent behind search queries, moving beyond just keyword matching.
• Informational Search Intent: Users are looking for general information or answers to questions (e.g., “What is climate change?”).
• Keyword Stuffing: The practice of excessively loading a webpage with keywords in an attempt to manipulate a site’s ranking in search results, often leading to penalties.
• Link Diversity: The practice of acquiring backlinks from a variety of sources and domains, indicating a natural and robust backlink profile.
• Local Pack: A block of three local business listings that appears in Google’s search results for location-based queries, often accompanied by a map.
• Multimodal Interactions: Search queries that involve more than one form of input, such as text, voice, or images.
• Navigational Search Intent: Users are looking to navigate directly to a specific website or online destination (e.g., “Facebook login”).
• On-Page SEO: Optimisation techniques applied directly to a webpage, including content, keywords, images, and structured data, to improve its search ranking.
• Omnichannel Digital Agency: An agency covering all aspects of online customer acquisition and website performance across various owned, paid, and earned channels.
• Organic Social: Digital marketing efforts focused on building a brand’s presence and engagement on social media platforms without paid promotion.
• PageRank: An early Google algorithm (2000s) that relied on the quantity and quality of backlinks pointing to a page to determine its importance and ranking.
• Panda Update: A Google algorithm update (2011) targeting “thin” or low-value content, aiming to improve content quality in search results.
• Penguin Update: A Google algorithm update (2012) designed to penalise websites engaging in manipulative link schemes and unnatural link building.
• People Also Ask (PAA): A SERP feature displaying a list of related questions that users frequently ask, which can be expanded to reveal short answers.
• Perplexity AI: An AI-powered search assistant known for delivering concise, sourced answers in a chat format with source transparency.
• Product Grids & Google Shopping: Visual product listings integrated directly into Google search results, allowing users to browse, compare, and buy products.
• Programmatic Advertising: The automated buying and selling of online advertising space using algorithms and real-time bidding.
• RankBrain: A machine learning-based component of Google’s core algorithm (2015) that helps Google understand complex queries and rank results.
• Rich Snippets: Enhanced search results that display extra information like ratings, prices, and reviews, making listings more eye-catching.
• Schema Markup: (also Structured Data) Code snippets added to a website to help search engines better understand the content and context of the page, enabling rich results.
• SERP (Search Engine Results Page): The page displayed by a search engine in response to a user’s query.
• Search Generative Experience (SGE): Google’s experimental AI-driven search experience that generates summaries and answers directly within the search results.
• Sitelinks: Additional links displayed below a main organic search result, leading to other important pages within the same website.
• SpamBrain: An AI-driven spam detection system used by Google to identify and penalise spammy websites.
• Structured Data: (also Schema Markup) A standardised format for providing information about a webpage, helping search engines understand its content and enabling rich results.
• Technical SEO: Optimisation practices that ensure a website meets the technical requirements of modern search engines to improve organic rankings.
• Thin Content: Web content that offers little to no value to the user, often short, low-quality, or duplicated, and can be penalised by Google.
• Transactional Search Intent: Users are looking to complete a specific action, such as buying a product, signing up for a service, or finding a discount code.
• Voice Search: Using spoken commands to perform a search query through devices like smartphones or smart speakers.
• Wolfram Alpha: A computational knowledge engine that provides direct answers based on its vast database of facts, computations, and structured data.
• Zero-Click Search: A search where the user finds all the information they need directly on the SERP without clicking through to any website.