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Generative AI Content and Prompt Optimization

This course is part of AI SEO & GEO: Boost Your Brand's AI Visibility Professional Certificate

Instructor: Professionals from the Industry

Included with

11 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

11 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Apply generative AI to create SEO-optimized written and visual content.
Design effective prompts that guide AI outputs toward marketing goals.
Generate personalized content variations using structured prompt templates
Evaluate and refine AI-generated content using SEO and quality criteria.

Skills you'll gain

Category: AI Personalization
Category: A/B Testing
Category: Digital Content
Category: Prompt Engineering Tools
Category: Personalized Campaigns
Category: Content Optimization
Category: Content Strategy

Tools you'll learn

Category: Generative AI
Category: Prompt Engineering

Details to know

Shareable certificate

Add to your LinkedIn profile

Build your Marketing expertise

This course is part of the AI SEO & GEO: Boost Your Brand's AI Visibility Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from Coursera

There are 11 modules in this course

By completing this course, you will be able to use generative AI tools to create, optimize, and personalize content that improves SEO performance and brand visibility across digital channels.

Generative AI Content and Prompt Optimization introduces how generative AI models produce text and visual content and how these outputs can be guided using structured prompts and SEO best practices. You’ll learn how keyword placement, prompt design, and content requirements influence AI-generated results and on-page SEO outcomes. This course emphasizes hands-on application. You’ll practice creating AI-generated written and visual assets aligned with brand guidelines, generate SEO-optimized meta descriptions, and design prompts that support personalization and A/B testing. You’ll also explore how dynamic content blocks and variables can be used to tailor content for different audiences and marketing use cases. What makes this course unique is its focus on practical prompt optimization for SEO and marketing workflows. Rather than treating AI as a black box, you’ll learn how to control inputs, evaluate outputs, and refine AI-generated content based on clear quality and SEO criteria. This course builds directly on foundational SEO concepts and prepares you for advanced content, strategy, and analytics work later in the program.

You will explore how generative AI systems transform prompts into marketing outputs. You’ll break down the inference process step-by-step to understand how structured prompts influence brand consistency, output quality, and creative control. By mastering this pipeline, you’ll strengthen your ability to guide AI toward reliable marketing results.

What's included

3 videos1 reading2 assignments

3 videosTotal 13 minutes

AI for Brand Visibility4 minutes
How Generative AI Works — A Marketer’s View of the Inference Pipeline5 minutes
Tracing a Prompt — How AI Turns Text into Visuals5 minutes

1 readingTotal 5 minutes

The 2025 Guide to Prompt Engineering5 minutes

2 assignmentsTotal 35 minutes

Hands-on Activity: Sketch the AI Pipeline25 minutes
Prompt-to-Image: Quick Check10 minutes

You will apply structured prompts to generate branded visuals that meet professional marketing standards. You’ll refine AI outputs using SEO-enhanced metadata and accessibility best practices, ensuring your visuals are discoverable, inclusive, and campaign-ready

What's included

1 video1 reading3 assignments

1 videoTotal 3 minutes

Prompting for Brand Consistency: From Idea to On-Brand Image3 minutes

1 readingTotal 5 minutes

Writing effective alt text: Key principles, roles, and SEO benefits5 minutes

3 assignmentsTotal 60 minutes

AI For Brand Visibility20 minutes
Hands on Activity: Turning Prompts into Brand-Perfect Images25 minutes
Hands on Activity: Writing Alt Text That Connects Everyone15 minutes

You will examine how keyword placement influences on-page SEO performance. You’ll analyze headings, metadata, and body content to understand how search engines interpret structure and relevance.

What's included

2 videos1 reading1 assignment

You will use generative AI tools to draft written content aligned to defined content requirements. You’ll evaluate keyword integration, tone, and originality, then refine AI-generated drafts for publication.

What's included

2 videos1 reading2 assignments

You will explore how dynamic content blocks function within email marketing and other communication channels. You’ll identify where personalization improves engagement and how structured content adapts to different audience segments.

What's included

1 video1 reading1 assignment

You will design prompt templates that insert variables to generate customized outputs at scale. You’ll test, refine, and export AI-generated variations to support personalized marketing campaigns and A/B testing workflows.

What's included

2 videos2 readings3 assignments

2 videosTotal 10 minutes

Prompt Templates Explained: Variables & Placeholders4 minutes
From Prompt to Output: Running a Script6 minutes

2 readingsTotal 13 minutes

Best Practices for Writing Effective Prompts5 minutes
How to Evaluate AI Outputs for Campaign Testing8 minutes

3 assignmentsTotal 65 minutes

Graded Quiz: Generate Personalized Content with AI Prompts20 minutes
Hands on Activity: Run Prompt and Save 3 Outputs for A/B Testing20 minutes
Hands on Activity: AI-Powered Content Personalization Demo25 minutes

You will learn how to structure clear and purposeful prompts that guide generative AI toward SEO-aligned outputs. You’ll identify common prompt weaknesses and refine them using foundational best practices.

What's included

3 videos1 reading1 assignment

You will apply generative AI tools to create webpage meta descriptions aligned with defined SEO guidelines. You’ll evaluate keyword usage, tone, and length to ensure search visibility and user engagement.

What's included

2 videos1 reading3 assignments

2 videosTotal 6 minutes

Writing SEO-Optimized Meta Descriptions with AI3 minutes
Case Example – Comparing AI-Generated Meta Descriptions3 minutes

1 readingTotal 7 minutes

SEO Guidelines for AI-Generated Metadata7 minutes

3 assignmentsTotal 65 minutes

Graded Quiz: AI Prompts for SEO Growth20 minutes
Hands on Activity: Generate and Evaluate Meta Descriptions20 minutes
Hands on Activity: SEO Prompt and Meta Description Portfolio25 minutes

You will learn how to write and interpret generative AI prompts designed for marketing visuals. You’ll refine outputs to maintain brand consistency and prepare assets for performance-driven campaigns.

What's included

4 videos1 reading1 assignment

You will apply generative AI tools to create and prepare campaign-ready visual assets for A/B testing. You’ll generate variations, optimize performance settings, and organize outputs for structured experimentation.

What's included

2 videos1 reading2 assignments

In this project, you will design and optimize a complete AI-powered content strategy that uses prompt engineering to generate SEO-aligned, personalized content for different audience segments. You will apply skills from across the course to create prompts, generate optimized content, evaluate SEO performance, and document your decisions in a portfolio-ready artifact. This project simulates a real-world content optimization task commonly performed by AI marketers, SEO specialists, and growth teams.

What's included

2 readings1 assignment

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Instructor

Professionals from the Industry

513 Courses133,401 learners

Offered by

Coursera

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Frequently asked questions

No prior AI experience is required. The course introduces generative AI concepts from the ground up and focuses on practical marketing applications.

You’ll create AI-generated written content, meta descriptions, personalized marketing messages, and visual assets for experimentation and A/B testing.

This course provides the AI content foundation used in later courses focused on SEO optimization, marketing strategy, campaign performance, and analytics.

To access course materials, assignments, and earn a Certificate, you'll need to purchase the Certificate experience when you enroll in a course. Eligible learners may also have the option to start with a Free Trial. Some courses may also offer a Full Course, No Certificate option. This lets you access course materials, submit required assessments, and receive a final grade, but you won't be able to earn or purchase a Certificate.

¹ Some assignments in this course are AI-graded. For these assignments, your data will be used in accordance with Coursera's Privacy Notice.