Online Marketing & Traffic Masterclass

Traffic Fundamentals The two-day seminar for shop owners who want to make digital visibility plannable: you combine SEO, SEA, GEO, social media, affiliate and retention into a traffic mix that fits your range and budget.

Traffic Fundamentals at a glance

• Format: 2 days on site + self-learning track
• Level: Fundamentals to consolidation
• Participants: Max. 16 people
• Language: German
• Certificate: AEI certificate of participation
• Investment: €790.00 plus VAT

A shop without traffic is like a good product in a back room. You have an offer. Maybe even a strong range. But the right visitors do not arrive reliably enough. Sometimes something works through Google. Sometimes a social post lands well. Sometimes nothing happens at all.

Traffic Fundamentals gives you a clear system for digital visibility. You recognise which channel takes on which job, how SEO, SEA, GEO, GEA, social media and affiliate work together — and how to build a dependable traffic mix for your shop from them.

Who is this seminar for?

For shop owners, founders and digital entrepreneurs who no longer want to hope for accidental traffic but want to understand the logic behind plannable visibility.

• You have a shop but too few qualified visitors.
• You want to understand which channels fit your business model.
• You already invest in ads but cannot yet place their effect cleanly.
• You do not want to look at SEO, social media and AI search in isolation.
• You lack a clear traffic plan for the next 90 days.

Your learning objectives

After this seminar you can:

• analyse which traffic channels are genuinely relevant for your shop.
• decide when SEO, SEA, social media, affiliate or email is the right lever.
• build an understanding of what a sensible channel mix looks like for your current growth stage.
• assess which role GEO and GEA play for future visibility.
• recognise which search intents sit behind keywords, content and purchasing decisions.
• prioritise which measures bring revenue in the short term and which build brand value in the long term.
• develop what your personal 90-day traffic roadmap looks like.

Traffic channels at a glance

• Organic search — You build visibility that does not have to be paid for again with every click.
• Paid search — You reach ready-to-buy users exactly in the search situation.
• AI visibility — You understand how brands become visible in generative answers.
• AI advertising — You place how advertising can emerge in new search environments.
• Algorithmic traffic — You use platform logic instead of relying on individual posts.
• Partner traffic — You open up reach through publishers, influencers and networks.

Programme — 2 days

Day 1 – Search systems, intent & organic traffic

09:30–10:30 — Traffic logic in e-commerce

• Why traffic is a system, not a channel
• Distinguishing pull and push mechanics cleanly
• Placing purchase intent, demand and attention
• Avoiding the most common thinking errors in the channel mix

10:45–12:15 — SEO fundamentals

• Recognising and clustering search intents
• Placing category pages, product pages and guides correctly
• Understanding technical SEO basics for shop owners
• Setting priorities for quick and long-term SEO levers

13:15–14:45 — SEA & paid search

• Understanding Google Ads as a demand machine
• Structuring keywords, match types and ad groups logically
• Placing budget, CPC and conversion value
• Recognising mistakes that make campaigns needlessly expensive

15:00–16:30 — GEO & AI search

• How generative search systems build answers
• Which content gets cited and recommended in AI answers
• Thinking brand visibility beyond classic rankings
• Deriving a first GEO checklist for your own shop

Day 2 – Social, partners, retention & roadmap

09:30–10:45 — Social media traffic

• Assessing Instagram, TikTok, LinkedIn and Pinterest by job
• Understanding algorithmic reach
• Using content as a traffic bridge rather than an end in itself
• Building community and brand traffic systematically

11:00–12:15 — Affiliate & referral

• Placing affiliate networks and publisher models
• Using influencers, creators and content partners sensibly
• Assessing commissions, tracking and margins realistically
• Building partner traffic without losing control

13:15–14:30 — Email & direct traffic

• Using retention as an underestimated traffic lever
• Connecting newsletter, automations and repeat purchases
• Reading brand search and direct traffic as a trust signal
• Using an owned audience as a counterweight to platform dependency

14:45–16:30 — Your 90-day traffic roadmap

• Prioritising channels by effort, impact and risk
• Separating quick wins from strategic projects
• Setting the budget and content focus
• Working out a personal roadmap for your own shop

Our approach

AEI turns traffic into more than a collection of tools. You work with clear decision models, real shop scenarios and concrete templates that you can transfer directly to your business model.

The self-learning track prepares you with short channel briefings and a shop self-check for the joint work.

• CHANNEL CLARITY You recognise which channel takes on which job in the growth system.
• TRAFFIC SCORE You assess channels by effort, cost, scalability and maturity.
• ROADMAP BUILDING You translate insights into a concrete 90-day plan.

What you take with you

• AEI traffic map for your own shop
• AEI keyword matrix for SEO, SEA and content prioritisation
• Channel scorecard for assessing cost, impact and scalability
• Google Ads campaign structure template for first paid search setups
• GEO checklist for visibility in AI search systems
• Affiliate partner list with relevant publisher types and cooperation models
• Email and retention traffic check for repeat purchases and an owned audience
• Personal 90-day traffic roadmap
• Exclusive: AEI traffic prioritisation model for shop owners

Investment and dates

• Regular price: €790 plus VAT
• Early bird price: €630 plus VAT up to 30 days before the seminar starts
• Bundle offer: 15% discount in combination with „E-Commerce Setup“
• Format: 2 days on site + self-learning track
• Participants: Max. 16 people
• Language: German
• Location: Berlin, Munich, Cologne and Hamburg

Dates are added continuously. On request we will name the next available date and advise on on-site, live online or self-paced.