Andrea Motta returns to Etna Digital Academy with new SEO courses for 2026
As already announced at Etna Orienta 2025, Andrea Motta, an SEO consultant with over a decade of international experience, has been confirmed for the third consecutive year as a lecturer in SEO & Digital Analytics at Etna Digital Academy.
In 2026, Motta will deliver two new course cycles, scheduled for 14, 21 and 28 February, and later on 23 and 30 May. These sessions form part of the Academy’s training programme, based in the centre of Catania, Sicily which specialises in developing digital skills that are increasingly in demand in today’s job market.
The February module, part of the Master’s programme in Digital Marketing, will consist of three lessons covering the fundamentals of SEO and Digital Analytics, with a particular focus on measuring organic traffic.
“What I enjoy most about SEO,” said Andrea Motta, “is that it’s constantly evolving. That pushes me to stay up to date and, in turn, to continually refresh both the materials and the practical tests I share with my students.”
SEO Courses 2026: what’s new
One of the key updates for 2026 will be the integration of traditional SEO with the latest developments in search, particularly those driven by AI.
The course will explore not only how to optimise a website for “traditional” search engines such as Google, but also how to gain visibility within AI-driven ecosystems such as ChatGPT, Gemini and Perplexity.
Special attention will be given to the technical differences between traditional search engines and AI-powered chatbots, including:
ranking criteria
crawling and content interpretation
response logic and information generation
On the analytics side, alongside established tools such as Google Analytics and Search Console – previously used in combination with keyword tracking platforms like SEMrush and Ahrefs – this year will introduce tools such as Profound and Peec AI.
These tools enable a deeper understanding of how content is interpreted by AI models, helping to monitor visibility within generative results and analyse prompt behaviour.
“Understanding SEO and AI matter to everyone”
“Whenever I teach an SEO course for beginners, like those at Etna Digital Academy,” Motta added, “we start from the basics: how search engines work, what keywords are, how to structure content, and how to measure traffic. Developing more advanced skills would require dedicated courses, such as an SEO advanced course or an SEO for AI course. What I really value about these modules, though, is the students’ enthusiasm. Even those who don’t plan to pursue SEO as a career are keen to understand how both traditional and AI-driven search engines work – because, ultimately, it affects everyone.”
If you’d like more information about Andrea Motta’s SEO courses, the programme content, or how to take part, feel free to email me at me@andreamotta.net or submit the contact form to receive the latest details and find the course that best suits your goals.
