2023 Search Engine Boot-Camp




If you currently work for a small business, marketing department or agency and know little about search engine marketing, and are in a job that's even remotely connected to driving sales, visitors, and customers — you need some understanding of this space and Search Engine Boot-Camp is the place to get started.

Boot-Camp covers all the basics - keyword research, writing copy that converts visitors into customers, local search, analytics or paid search marketing, and much more.

Search Engine Boot-Camp has been running since 2006, and 2023 see us continue educating online marketers in search marketing.

We are a tried and trusted source of search engine marketing training.

Over the last seventeen years, we have trained hundreds of companies and their staff on the finer arts of search engine marketing in Australia.

Search Engine 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.



  • Recorded Content & PDFs of All presentations from the day.
  • Morning tea.
  • Lunch.
  • Afternoon tea.
  • Post Workshop Networking Drinks.


8:00 – 8:45 Badge Collection – Tea & Coffee
8:45 – 9:00 Agenda & Jargon overview by your host – Barry Smyth, Co-Founder, Consistently

Session One – SEM Basics

Search Marketing Basics, Analytics & Keywords

9:00 – 9:30

Search Engine Marketing Basics

If you’re new to search, you will want to understand the website optimisation/SEO theory. This critical session will lay the foundation stone for the rest of the afternoon for you.

We will also cover the jargon used by the industry, so you don’t get lost thinking about the difference between SERPS & Slurps.

Sydney, Brisbane & Melbourne Speaker: Michael Motherwell, Co-Founder - Technology @ Consistently

9:30 – 10:00

Analytics for Beginners – An overview on how to track ROI?

Online marketing & search, in particular, can deliver enormous 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.

Sydney, Brisbane & Melbourne Speaker: Carolyn James, Google Analytics & GA4 expert @ Website Insights

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.

Sydney, Brisbane & Melbourne Speaker:

Sydney Speaker: TBA

Brisbane Speaker: TBA

Melbourne Speaker: TBA

10:30 – 10:45 15 Minute Q&A Session
10:45 – 11:00 Morning Tea Break

Session Two – SEO Basics

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.

Sydney, Brisbane & Melbourne Speaker: Jine Wu & Rekha Marsh, Co-Founders & Directors @ Whitesheep Digital

11:30 – 12:00

Link Building Basics

Learn the critical elements of online writing, using effective keyword selection, and understand how to work with internal and external linking strategies.

Sydney, Brisbane & Melbourne Speaker: Dan Petrovic, Managing Director @ Dejan Marketing

12:00 – 12:30

Local Search - Google Business Profiles, Apple Maps & beyond...

An insider’s look at how to make your business rank for location-based keywords that are relevant to your bricks & mortar business.

Sydney, Brisbane & Melbourne Speaker: Barry Smyth, Co-Founder - Biz Dev @ Consistently

12:30 – 12:45 15 Minute Q&A Session
12:45 – 1:15 Lunch Break

Session Three – PPC

A Beginners Guide To Paid Search

1:15 – 1:45

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.

Sydney Speaker: Rick Thompson, CEO @ SEM::SME

Brisbane & Melbourne Speaker: Bige Yilmaz, Digital Marketing Director @ Overdose.

1:45 – 2:15

Writing & Testing Ad Copy that Converts 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.

Sydney, Brisbane & Melbourne Speaker: Piyush Khera, Performance Marketing & E-commerce Manager @ SilverChef

2:15 – 2:45

Bid Strategies & other Pay Per Click 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.

Sydney & Melbourne Speaker: Nick Montagu, Director @ Alphawhale

Brisbane Speaker: Selina Gough, Head of Digital @ In Marketing We Trust

2:45 – 3:15

Google Shopping Ads

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Sydney, Brisbane & Melbourne Speaker: Paula Glynn, Search Specialist, PixelStorm

3:15 - 3:30 15 Minute Q&A Session
3:30 – 3:45 Afternoon Tea Break


Issue Identification, Usability & Landing Pages.

3:45 – 4:30

 Site Architecture and Usability, Identifying your SEO issues

This session is designed to take you through the fundamental issues surrounding usability. It offers a range of tips to help you identify your website's most common SEO issues.

Sydney, Brisbane & Melbourne Speaker: Freddy Chanut, Managing Director @ In Marketing We Trust

4:30 – 5:00

Landing Page Basics

Got the keywords & written some killer ad copy; grouped your ads correctly! Now, what!

This session covers landing pages and how to optimise them to convert visitors into customers.

Sydney, Brisbane & Melbourne Speaker: Matt Ware, Head of Operations @ BeyondD

5:00 – 5:30

The Site Clinic

A few lucky recruits will have their serial number drawn and have a site of their choice analysed for search engine friendliness.

5:30 Closing Statement
5:30 – 6:30 Networking Drinks