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Workshops and training for teams, associations and classes. A working session, not a talk.
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Brandon Leibowitz runs SEO workshops and training sessions for teams, associations and events. The format is a working session rather than a talk: people bring their own site, and they leave with changes they can make the same week.
SEO Workshops: Quick Answer
An SEO workshop is a working session where a group learns search by fixing their own pages rather than watching slides. It suits in-house marketing teams, business associations and classes, and it differs from a conference keynote in that attendees do the work during the session.
What a Workshop Actually Covers
The agenda is set by who is in the room, but most sessions follow the same order because that is the order the work has to happen in.
Keyword research comes first, using the attendees’ own market rather than a demo account. Then on-page work: titles, headings and the structure that decides whether a page can rank at all. Then the local side for anyone with a physical location, which is usually the fastest win in the room.
Sessions close on measurement, because a team that cannot tell whether a change worked will undo it.
“He took the time to use my company, Embroydica, as an example during the workshop, which made the information even more relevant and helpful.”
★★★★★ Embroydica, verified Google review
Who It Suits
Workshops work best for a group that already has some ownership of a website. In-house marketing teams, agency staff moving into search, association members running their own businesses, and classroom groups all get value because they can act immediately.
They work poorly as an audience-of-strangers keynote, where nobody can open a laptop and nothing gets applied. That format is a different job, covered on the SEO conference keynote speaker page.
Formats
| Format | Best for | Typical length |
|---|---|---|
| Team workshop | An in-house marketing team | Half a day |
| Association or chamber session | Business owners in one region | 60 to 90 minutes |
| Classroom or bootcamp | Students and career changers | 2 hours |
| Virtual training | Distributed teams | 60 to 90 minutes |
| Monthly meetup | Anyone, free to attend | 60 minutes |
How a Session Gets Built
Every workshop starts with a call before the date. That call settles three things: who is in the room, what they already know, and what you want them doing differently afterwards.
Without it a session defaults to generic material, which is the main reason most training is forgotten by the following week. People recognize their own situation or they do not, and that is decided before anyone walks in.
For an industry audience the examples come from that industry. A room of dentists sees dental search results and dental competitors, not a software case study. It sounds like a small thing and it is the difference between a session people enjoy and one they act on.
Slides and the checklist used on the day go out afterwards, so nobody has to take notes while trying to follow along on their own site.
What People Leave With
The measure of a workshop is what changes in the two weeks afterwards, not how the room felt on the day.
Attendees leave with a short list specific to their own site, ordered by what moves first. Most lists have three to five items on them, because a list of forty gets ignored and a list of four gets done.
Where a team attends together they also leave having agreed who owns which item. That sounds like housekeeping and it is usually what decides whether anything ships at all.
Teams that want to keep going after a session normally move on to SEO coaching, which is the same working format spread over months.
“The workshop was well organized and very informative. I recommend him regardless of location.”
★★★★★ Laura R., verified Google review
What It Costs
Workshops are quoted per event rather than from a rate card. What moves the number is the session length, whether it is virtual or on site, how much the material has to be rebuilt for your industry, and whether you want follow-up afterwards.
Local Los Angeles events, nonprofits and student groups are regularly hosted at reduced or no fee. Ask, because the answer is more often yes than people expect.
When a Workshop Is the Wrong Booking
If nobody attending can change the website, a workshop teaches people who cannot act. Send the person who owns the site instead, or book SEO consulting and skip the room entirely.
If the audience is several hundred people at an industry conference, a keynote is the right format and a workshop is not. And if the goal is having the work done rather than learned, that is a retainer, not a session.
Workshop Versus Keynote Versus Coaching
Three formats get booked for what sounds like the same thing, and they suit different situations.
A keynote is one speaker to a large room, judged on whether the audience leaves interested. Nobody opens a laptop and nothing is applied on the day. It is the right choice for a conference slot and the wrong choice for a marketing team.
A workshop is a smaller group doing the work while you are there to correct it. It is judged on what changes afterwards, which means it only works when the people attending can actually edit the website.
Coaching is the same working format stretched over months, with review between sessions. It suits one business rather than a room, and it is what teams move to when a single workshop turns out not to be enough.
If you are unsure which one your event needs, describe the audience and the room and you will get an honest answer, including when the answer is that none of the three is worth your budget.
Where Brandon Has Spoken
Brandon has spoken at digital marketing conferences and events since 2007, concentrating on the organic side rather than paid media. He was invited to speak at the 2019 BlogHer conference on how SEO applies to bloggers.
He also runs a Los Angeles SEO and Google Ads meetup of 6,000 members, speaking one to two times a month on search and social strategy. It is free to attend and it is the easiest way to see how a session runs before booking one.
We work from Venice Beach in Los Angeles, and virtual sessions run anywhere.
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Related Services
A workshop sits alongside the rest of the work. Large-room formats are on the SEO conference keynote speaker page, ongoing help is SEO coaching, and a one-off expert opinion is SEO consulting. All of it runs inside our wider SEO services program.
Frequently Asked Questions
What kind of speaking engagements do you take?
Speaking engagements include conference sessions, corporate training, university and bootcamp classes, chamber of commerce meetings, industry association events, and podcast appearances. Sessions are built around what the audience needs to act on rather than around a fixed presentation, so the same topic is delivered differently to business owners than to a room of marketing professionals.
How far in advance should I book?
Booking two to three months ahead is usual for conference dates, though shorter notice can often be accommodated for local events and virtual sessions. Earlier booking gives time to tailor the material to your audience, which is what separates a session people act on from one they merely enjoy.
Send your date as soon as you have it, even if other details are still moving.
Can the presentation be customized for our audience?
Presentations are customized as standard rather than as an extra. That normally means a short call beforehand to understand who is in the room, what they already know, and what the organizer wants them doing differently afterwards.
For industry-specific audiences the examples are drawn from that industry, which makes the material land far better than a generic case study would.
How do I book a speaking engagement?
Booking a speaking engagement starts with sending your event date, location or virtual format, audience size and makeup, session length, and the topic you have in mind. You will get availability and a quote back, followed by a planning call to shape the content.
Local Los Angeles events and nonprofit organizations are often accommodated at reduced or no fee.