MCP: The Next Step After Generative SEO

Master Model Context Protocol (MCP) to enhance AI transactions with real-time data. Join our live course to evolve beyond Generative SEO and optimize your business strategies.

Inquire About This Course

Course Format and Delivery

Delivery Method: LiveOnline
Schedule: 3 sessions of 4.5 hours

All sessions are delivered live by an expert instructor in a fully interactive online environment.

*20% off for group bookings when booking 3 or more attendees from the same organization on the same course dates in the same transaction.

About this course

You've mastered Generative SEO to ensure the AI knows who you are. But that is no longer enough.

Generative SEO is based on a static web crawl. What happens when a customer asks for a product that sold out five minutes ago? The AI, using its last crawl, confidently sends them to a "404 Error" or an "Out of Stock" page. You've lost the sale.

This is where Model Context Protocol (MCP) changes everything. MCP is the next evolution, moving beyond static information to real-time data. It allows the AI to query your live inventory, check your current pricing, and access your most recent data at the moment of the request.

Without MCP: "I want a 2022 Cobalt 23SC." -> "I found a link to one... click here to see if it's available."

With MCP: "I want a 2022 Cobalt 23SC." -> "I found that boat. It is in stock, the price is $68,500, and it comes with a trailer. Would you like to reserve it?"

This is the new standard. MCP is for the marketers, business owners, and SEO leaders who want to move from being found to being transactable.

What you will learn

Define Model Context Protocol (MCP) and why it's the critical live data layer for AI.
Articulate the fundamental shortcomings of Generative SEO (GenSEO) in a real-time world.
Differentiate between the static "teaching" of GenSEO and the dynamic "querying" of MCP.
Prepare for the imminent "world of agents"—autonomous AI that will need MCP to transact on behalf of users.
Master the technical fundamentals by exploring MCP architecture and server requirements.
Build a foundational framework for creating and deploying MCP servers to serve your live data.
Craft advanced prompts and use new tools to audit and verify your MCP data feed.

Topics Covered

The Search Is Over: The Age of the "Answer"
- Why GenSEO Was Just the Beginning
- The "Static Problem": When Good SEO Leads to Bad User Experience
- Case Study: The "404 Error" vs. The "In-Stock" Answer

Introduction to Model Context Protocol (MCP)
- What is MCP? Defining the Live Data Layer
- GenSEO (The Past) vs. MCP (The Future)
- How MCP Feeds Live Inventory, Pricing, and Schedules to LLMs

The Next Web: Preparing for AI Agents
- What is an AI Agent?
- Why Agents Require MCP to Function and Transact
- The Future of E-commerce: AI Agents as Customers

Building Your MCP Framework
- The MCP Server: Architecture and Core Components
- Technical Deep Dive: How to Create and Host an MCP Server
- Connecting Your Database: From "Crawl" to "API"

Auditing and Validation
- Prompts to Test Your MCP Connection
- Tools for Checking MCP Health and Accuracy
- Measuring Success: When the AI Sells For You

George Churchwell

Facilitator

As a visionary in AI LLMs, Prompt Engineering, and AI for Excellence, George has used AI to create new and innovative solutions, including purpose-built GPTs. His creation of AI applications, from sales intelligence scripts targeting a $1 billion market to AI-assisted eLearning content for Cisco, underscores a unique blend of technical prowess and strategic insight. His journey from launching startups to guiding them to successful exits is a testament to his unwavering passion for strategic innovation and steadfast commitment to team building.