If you currently work in a for a small business, marketing department or an agency and know nothing about search engine marketing, and are in a job that's even remotely connected to driving sales, visitors, customers — you need some understanding of this space.
Boot-Camp covers all the basics - keyword research, writing copy that converts visitors into customers, local search, analytics or paid search marketing and much much more.
Search Engine Boot-Camp has been running since 2006 and 2017 see's us continue to educate online marketers in search marketing.
We are a tried and trusted source of search engine marketing training, over the last eleven years, we have trained over 550 companies in the finer arts of search engine marketing in Australia.
Boot-Camp is designed to get you up to speed and ready to implement tactics that will bring immediate results to your search marketing campaigns.
This is also our first time back in Melbourne for over three years.
|8:00 – 8:45||Badge Collection – Tea & Coffee|
|8:45 – 9:00||Agenda & Jargon overview by your host – Barry Smyth, Co-Founder, Wave Interactive|
Session One – SEM Basics
Search Marketing Basics, Analytics & Keywords
|9:00 – 9:30||
Search Engine Marketing Basics
If you’re new to search, then you will want to understand the theory of what website optimisation/SEO is. This is an important session that will lay the foundation stone for the rest of the afternoon for you. We will also cover the jargon that is used by the industry so you don’t get lost thinking about what the difference is between SERPS & Slurps
|9:30 – 10:00||
Analytics for Beginners – An overview on how to track ROI?
Online marketing & search, in particular, can deliver an enormous amount of data about the success or failure of your SEO or PPC campaign, these sessions are designed to show you what you need to be looking for in your analytics tools.
|10:00 – 10:30||
Keyword Research for SEO & PPC
Learn the key elements of online writing, using effective keyword selection and understand how to work with internal and external linking strategies.
Speaker: Paula Glynn, Search Specialist - Pixelstorm
|10:30 – 10:45||15 Minute Q&A Session|
|10:45 – 11:00||Morning Tea Break|
Session Two – SEO
Content, Linking and Local, the pillars of SEO success
|11:00 – 11:30||
Content Creation for Search
Getting your “on page” copy word-perfect is essential for any site. We show you how keyword research, link building and copywriting go hand in hand.
|11:30 – 12:00||
Link Building Basics
Learn the key elements of online writing, using effective keyword selection and get to understand how to work with internal and external linking strategies.
|12:00 – 12:30||
Local Search, Google My Business & Snack Packs
An insider’s look at how to make your business rank for location based keywords that are relevant to your bricks & mortar business.
|12:30 – 12:45||15 Minute Q&A Session|
|12:45 – 1:45||Lunch Break|
Session Three – PPC
A Beginners Guide To Paid Search
|1:45 – 2:15||
A Beginner’s Guide to Paid Search
Paid search advertising provides visibility in search engines at a cost-per-click. Every major search engine offers a paid placement program. This introductory session will teach you how to kick-start a successful paid search advertising program and will focus on the critical components of paid search including tips for – Keywords – Ad Copy – Targeting & Groups – Optimisations to achieve the best results.
|2:15 – 2:45||
Writing & Testing Ad Copy that Convert for Paid Search
Relevance doesn’t stop with a search term. Good ad copy will mean the difference between a high or low click through rate + we discuss ad groupings and how this affects your relevancy.
Speaker: Leigh Hanney, Founder - DataCraft Digital
|2:45 – 3:15||
Quality Score, Bid Strategies & other PPC Bidding Options
An insider’s look at how the PPC Auction Model Works plus we highlight the various targeting tactics you can use on both Google Adwords & Bing Ads.
|3:15 – 3:30||15 Minute Q&A Session|
|3:30 – 3:45||Afternoon Tea Break|
Session Four – SEM
SEO Issue Identification, Usability & Landing Pages
|3:45 – 4:15||
Site Architecture and Usability, Identifying your SEO issues
This session is designed to take you through the fundamental issues surrounding usability and offers a range of tips to help you identify the most common SEO issues for your website.
Speaker: Peter Mead, SEO Specialist - Peter Mead IT
|4:15 – 4:45||
Landing Page Basics
Got the keywords & written some killer ad copy, group your ads correctly! Now, what! This session covers landing pages and how to optimise them to convert visitors into customers.
|4:45 – 5:30||
A few lucky recruits will have their serial number drawn and have a site of their choice analyzed for search engine friendliness.
|5:30 – 6:30