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Andrea Motta to Lead Etna Digital Academy’s SEO & AI Course

Andrea Motta Etna Digital Academy

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The partnership between Andrea Motta and Etna Digital Academy continues. After delivering courses over the past three years focused on SEO and search engine visibility, Andrea Motta, an SEO consultant with international experience, has once again been chosen by the Academy to guide students through a new chapter in their professional development with the SEO & AI Course.

This evolution at Etna Digital Academy reflects the profound changes reshaping the digital marketing industry and forms part of the Catania-based training centre’s decision to place a stronger focus on Artificial Intelligence, integrating it into its new Master’s in Digital Marketing & AI.

The aim is to prepare a new generation of professionals who can not only use AI tools, but, more importantly, integrate them effectively into their everyday digital strategies.

Andrea Motta & Etna Digital Academy: Delivering SEO Training Together Since 2023

The relationship between Andrea Motta and Etna Digital Academy is not a new one.

Over the past three years, Andrea Motta has contributed to the SEO training of the Academy’s students, bringing a hands-on approach to the classroom, shaped by practical experience and the ongoing evolution of the industry.

An SEO professional with experience working with both Italian and, in particular, international organisations, Andrea Motta has worked on digital projects across a range of markets and countries, developing an understanding of Organic Search that goes beyond traditional SEO, when Google was the primary channel to optimise for.

Today, the search journey is far more fragmented: users still rely on traditional search engines, but they are also increasingly turning to AI assistants, generative platforms and other channels to access information and get answers directly.

From Today’s SEO to Tomorrow’s GEO and AEO

The new SEO & AI module within Etna Digital Academy’s Executive Master’s in AI and Digital Marketing has been designed specifically to help students understand and navigate this transformation.

The fundamental principles of SEO remain essential: understanding search intent, conducting keyword research, structuring pages effectively, creating useful and authoritative content, and interpreting data all continue to be core skills.

However, these skills must now be complemented by a new capability: knowing how to use Artificial Intelligence as a working tool without handing over the strategic thinking to AI itself.

After all, simply asking ChatGPT or Claude to write an article does not mean you are doing SEO.

AI can speed up workflows and unlock possibilities that would have been difficult to imagine only a few years ago, but the quality of the outcome still depends on the expertise of the professional guiding it.

Andrea Motta: “The World of Work Isn’t About to Change with AI – It Already Has”

“Since the arrival of AI, the world of work has changed. For those working in SEO, this transformation is happening on two fronts,” said Andrea Motta. “On the one hand, the tools we use as SEO professionals are changing, along with the way we carry out many of our day-to-day activities. AI can support us with analysis, content creation and optimisation, research and automation. But using an AI tool does not automatically mean having a strategy.”

“On the other hand,” Motta continued, “the very concept of search itself is changing. For years, Google had a near-monopoly on search. Today, however, online search is far more fragmented. Users might begin a search on Google, turn to ChatGPT or other AI-powered tools, and discover information through completely different journeys than they did in the past, including through social media and forums such as Reddit or Quora. For SEO professionals, this means understanding not only how our work is changing, but also where and how people will search for information.”

“I’m honoured to continue this journey with Etna Digital Academy,” Motta concluded, “and to have the opportunity to bring to Sicily the skills and experience I’ve gained working internationally in the SEO industry. The aim is not simply to teach students how to use Artificial Intelligence, but to help them understand how to harness it and turn it into a genuine professional advantage.”

If you’re interested in the SEO & AI course and would like to find out more about the programme and learning pathway, please feel free to get in touch via the contact form or by email at me@andreamotta.net

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Andrea Motta

Andrea Motta is an experienced Senior SEO Manager, since 2022 working as an SEO Consultant for Betsson Group. He enjoyed living and working in the UK for 10 years, prior to moving back to Italy recently. Learn more about Andrea Motta.