Search Engine Bootcamp

Sydney - November 2016


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

Speaker: Michael Motherwell, Co-Founder, Wave Interactive

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.

Speaker: Freddy Chanut, Managing Director - In Marketing We Trust

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: Emma Balchin, Owned Digital Media Manager - Mindshare

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.

Speaker: Peter Buffington, SEO Manager - Australian Broadcasting Corporation (ABC)

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.

Speaker: Jason Mun, Co-Founder & Search Director - Bespoke

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.

Speaker: Barry Smyth, Co-Founder, Wave Interactive

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.

Speaker: Monte Huebsch, CEO - Aussieweb Conversion

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: Selina Gough, Head of PPC - Dejan Marketing

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.

Speaker: Agnes Szlahotka, SEM Account Manager, Resolution Media

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. It offers a range of tips to help you identify your website's most common SEO issues.

Speaker: Amye Saunders, Co-Founder - AMIRE Strategic Digital Marketing

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.

Speaker: Matt Ware, Head of Performance & Partnerships - BeyondD

4:45 – 5:30

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

Speaker:  Michael Motherwell & Barry Smyth - Co-Founders @ Wave Interactive

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