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Search Engine Optimization 101: a practical introduction to SEO

  • Fábrica de Startups Rua Rodrigo da Fonseca 11 Lisboa, Lisboa Portugal (map)


Search Engine Optimization has often been referred to as magic, a hoax or even dead. But a good growth strategy views SEO (Search Engine Optimization) as the Wizard in creating a sustainable strategy - which involves retention efforts, capturing media spending and building better content.

SEO is no longer only focused on keywords and text formatting. Those are necessary for sure, but the approach in mind should be more aligned with a Marketer + Growth Hacker mindset, with emphasis on becoming a mixture of an Information Architect + Developer + Conversion Rate Optimizer, instead of only an SEO copywriter or “old-school” Search Engine Optimizer.

Targeted at people who want to generate more traffic to their site, as well as those that are not converting traffic into leads or sales, attendees will learn how to create a cohesive and sustainable online presence.

WHEN? September 14th & 15th, 10AM - 6PM
WHERE? Startup Campus, Rua Rodrigo de Fonseca 11, Lisbon
HOW MUCH? Regular Tickets €200.00 +VAT per a day. Both days €300.00

(Invoice will be issued by Fábrica de Startups after Eventbrite registration. Payment must be made within 5 working days of receiving invoice)


Designed for Content Marketers, Strategists, Front-end Developers and anyone working or aiming to work in organic traffic generation and retention.

This workshop will be particularly useful for:

  • Growth Managers, Frontend Designers/Developers, Search Engine Marketers wanting to understand where their discipline crosses over with SEO, and how they can think on the SEO foundations;
  • People wanting to know more about SEO before undertaking formal training;
  • Marketing, account, product and project managers wanting to understand when SEO should come in, what it does and its value;
  • Entrepreneurs and business managers looking to understand SEO before contracting SEO services or building an internal SEO team.


1st Day [14th] Content Strategy:

// Session I: Morning

  • The Evolution of Digital Marketing and Consumers;
  • The New Reality of SEO – Search Experience Optimization;
  • Understanding Consumer Journey & Consumer Intent for an SEO plan;
  • Online Relationships – Linkbuilding Vs Linkearning;

// Session II: Afternoon

  • Workshop I: Defining SEO objectives;
  • Workshop II: Keyword Research & Analysis;
  • Workshop III: Content Audit & Validation;
  • Interactive Session: Q&A – Questions & Answers;

2nd Day [15th] Technical Strategy Oriented:

// Session I: Morning

  • Digital Intelligence – KPI’s and Ecosystem Interactions;
  • SERP (Search Engine Result Pages) Mutations and Algorithm Changes;
  • Building an SEO plan for Website Development;
  • The fundamentals of Website Validation for Correct Indexation & Interpretation;

// Session II: Afternoon

  • Workshop I: Technical Website Audit – Onpage;
  • Workshop II: Technical Website Audit – Offpage;
  • Workshop III: Information Architecture for SEO;
  • Interactive Session: Q&A – Questions & Answers;


Daniel Pereira is an SEO - Search Experience Optimization - Professional from Caracas Venezuela, currently living in Lisbon as Executive Director of MindSEO as well as an independent consultant and educator in several worldwide organizations. He has worked with global organizations that include companies like Google and Advertising/Media groups like WPP, as well as the major Portuguese media groups. He likes geeky stuff, web trends and drinking imported beer by the sunset.