SEO + CRO - Need to know | Workshop | Marketing Association

OPTIMISE - SEARCH (SEO, GEO, AIO)

Search isn’t what it used to be - and neither is this workshop. Packed with fresh insights, real-world tools, and delivered in an accessible manner, you'll walk away full of ideas and inspiration around getting your brand seen on Google, ChatGPT, Perplexity, and beyond.

The first half of this hands-on, practical workshop will leave you buzzing with actionable SEO strategies and a greater understanding of how and why Google ranks certain websites highly.

Join Richard Conway, Founder of Pure SEO and The Optimisers, for a hands-on workshop revamped for today’s wild world of search. Richard’s been running this popular course with the Marketing Association for over a decade. Now it's been completely reimagined for the AI era.

What we'll cover:

SEO 2025: How to optimise for Google, AI Overviews, and AI Mode.
GEO / AIO: Tactics to get your brand featured in generative search (ChatGPT, Perplexity, Claude).
Future-Proofing: What’s next in search and how to get ahead of it now.
Hands-On Demos: Try tools like Google Search Labs (including US-only betas).

This course is hands-on. You will work in groups to analyse, discuss and present ideas around search, content and link acquisition. You will need a laptop and ideally a Google AdWords log-in (one per table).

Whether you're a seasoned marketer or still figuring out what AIO stands for, this workshop will leave you energised and armed with ideas to give you a competitive advantage.

OPTIMISE - CONVERT

The second half of this course will teach you how to convert your hard-earned website visitors into leads and sales through OPTIMISING your Conversions. Filled with tips and techniques, you will leave with the skills to make an immediate difference to the revenue and leads generated by your website.

You understand your website traffic- but how do you convert that traffic to sales?

Is your website content relevant to your prospective customers?

Just how easy is it for customers to navigate your website?

You can do SEO only, CRO only or both as a collective workshop

Online Course Format
This workshop is offered in an online format. A 90-minute live session will be held once each week. For SEO only or CRO only, there will be two sessions. For SEO + CRO - Need to Know, there will be four sessions. The facilitator will present that week's topic live online with other participants. There will also be activities and resources to support your learning.

Choose Your Date and Location

Learning Outcomes - SEO

You'll Learn About

The latest SEO strategies and techniques that are easy to understand and implement
Where search is now and where it is going

So You Can

Interpret Google market figures & definitions
Perform an SEO audit and gain insights
Select a high-quality SEO company

To Achieve

Increased visitors to your site via search engines
Increase ROI
Confidence in the complex world of SEO

Who Should Attend?

Anyone who wants real-life take-home value from an SEO course run by industry leaders.
Someone that wants to understand what their agency is doing for them and to check that everything is properly covered.

Learning Outcomes - CRO

You'll Learn About

The basics of WCO (Website Conversion Optimisation) and turning visitors into customers
Google Analytics, other research tools, and what the stats mean

So You Can

Convert your hard-earned website visitors into leads and sales
Analyse and interpret website statistics and visitor behaviour

To Achieve

Increased conversions
An immediate improvement in the revenue and leads generated by your website
Confidence in the complex world of SEO

Who Should Attend?

Anyone who wants to learn how to convert web traffic to real-time customers
CMS professionals – facing challenges maintaining website architecture and content

SEO Facilitator
Richard Conway

Founder, Pure SEO

Richard Conway is the founder of Pure SEO, The Optimisers, and owner of NZ Business, Management, and Exporter magazines. He’s also the author of How to Get to the Top of Google Search (Penguin Random House), a Gold IAB Award winner (Service to The Industry), and an EY Entrepreneur of the Year finalist. He’s run this workshop for over 10 years and regularly speaks on SEO, GEO, and AI-powered search.

SEO - Need to know: Choose Your Date and Location

CRO - Need to know: Choose Your Date and Location

CRO Facilitator
Thijs van Lierop

Senior CRO Specialist, Catchi

Thijs is a seasoned Senior CRO specialist with over 20 years of experience in data and marketing, including 15 years dedicated to Digital Analytics and Conversion Rate Optimization (CRO). His journey into the world of CRO began in the Telco industry in The Netherlands.

Both facilitators were incredibly knowledgeable in their fields and willing to share that information in a way that was easily understandable to someone with only a beginners knowledge.

past attendee 2024

Grateful for the examples and the tools shared. The facilitator Thijs van Lierop has great knowledge and practical experiences. He even took the time to look at our website to provide some topline suggestion which I find engaging and useful.

Rakel, St Pierres International, past attendee 2025

Professionally Certified Core Skills Marketer

The core competencies needed for today's marketing professionals. This certification is aimed at developing practical marketing skills that help you in your day to day role and be industry ready for your marketing career.

Professionally Certified Digital Marketer

Digital is an essential part of the job for marketers – and it’s critical to keep up with the latest trends and technologies in the field. Ensure you're up to speed with a Professional Certification in Digital Marketing.

Professionally Certified Strategic Marketer

Strategic thinking underpins every effective marketing campaign. Without it, marketing is just guesswork. Build your understanding of strategy and long-term planning with workshops from the r programme.