Masterclass: Optimise - search (SEO, GEO, AIO)

This hands-on, practical workshop will leave you buzzing with actionable SEO strategies.

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 (the masterclass consists of 4 x 90 min sessions run over 4 weeks - second part is devoted to CRO) second part 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.

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

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.

*This course qualifies for 12 CPD points under the AMI’s Certified Practicing Marketer program.