SEO Workshop: Rank and Outrank Organically on Search


Learn how SEO is distinct from other kinds of online marketing, how it fits within the online marketing landscape.


Gain an understanding of the four broad categories of online marketing activity; intersections between outbound & inbound, paid & organic.


The core concepts of search and intent and how search engines work; Discovery, Crawling, Indexation, and Ranking.

Course Overview

Join expert SEO practitioner Shawn Powrie to learn how to improve your website’s performance on search using search engine optimisation (SEO) to drive potential customers to your business. This practical workshop for marketers gives you the skills to leverage your content organically and at scale, providing you with a higher return on investment for your marketing efforts.

Many who have tried to enter the SEO space have discovered that it’s easy to get lost in the wilderness of information, agency providers and their conflicting advice about SEO. When it comes to SEO agencies, some are good at what they do, others are well-intentioned but impractical, while others are outright manipulative of Google and their webmaster guidelines. So how do you tease apart reality from fiction?

Get equipped with up to date, accurate information about how SEO works and how to do it (or how to brief an agency to do it) and take the opportunity to discuss the challenges, misunderstandings and misinformation.

Who is this course for?


Business owners, freelancers and individuals looking for better engagement and results from their search marketing efforts, needing a clear, easy to action approach.



Agency teams ready to deeply understand the drivers and influencers of successful integrative marketing campaigns so they can stand out on the agency scene with expertise that outperforms the competition.

Marketing Professionals

Learn the foundations of SEO to give you a better understanding of your organisation’s needs so you can navigate the wilderness of SEO information and agencies.


Course Details

Time and dates

12:30 pm – 4 pm, Thursday 12 August, 2021


Special rates for Members – From $330


Virtual Classroom (Online) and Face to Face

AMI Member Value

This course qualifies for 4 hours of professional development under the AMI’s Certified Practising Marketer program.


SEO Workshop – Key Benefits

  • Take a theoretical deep dive into how Google really works and its organic ranking algorithm in simple, non-technical terms.
  • Learn a practical framework of SEO activity using case studies and learn step-by-step how to optimise a website’s performance.
  • Explore and discuss the topics in detail with an SEO expert.
  • Search features; knowledge graphs, local maps, etc.
  • Ranking signals: how content outranks other content.
  • Understand technicality of SEO in an easily digestible manner; scoring and the clusters of thematic ranking signals, content targeting and off-page SEO.


Shawn Powrie

Shawn Powrie is a seasoned SEO professional with over six years of industry experience working hands-on on over a hundred different companies / websites.

Shawn has a unique grasp of how Google search works collected via a variety of channels including his computer engineering background and from conversations with Google themselves (both public and private) and is good at presenting the “big picture” of search and SEO in a clear, easy to understand manner.