Benefits of Running an SEO Conference Event (James Dooley Interviews James Norquay)
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What Does “Benefits of Running an SEO Conference Event (James Dooley Interviews James Norquay)” Talk About?
In this episode of the James Dooley Podcast, James Dooley sits down with James Norquay, founder of the Sydney SEO Conference, to explore the origins, challenges, and compounding business benefits of running an industry event. James Norquay explains that he launched the conference because Australia lacked strong SEO events, and he wanted to bring internationally recognised speakers like Matt Diggity, Kevin Indig, Aleyda Solis, and Kyle Roof to local audiences without requiring them to travel 15 to 24 hours abroad. The conversation covers how the conference has grown into a multi-day format featuring an SEO FOMO networking night, a structured mastermind day, and a full main conference day.
The discussion goes deep into the real business outcomes that come from running such an event, including brand authority, inbound client enquiries, agency partnerships, and recruitment opportunities. Norquay describes what his branding agency calls the king of kings strategy, where hosting an event and inviting every other agency establishes a clear positioning advantage. The episode also examines the hidden difficulties, from AV failures and last-minute speaker cancellations to budget blowouts that can exceed 100,000 dollars for a single day and the public scrutiny that comes with speaker selection and ticket pricing. The two also touch on the potential for awards nights and the complexities around maintaining impartiality when an agency is the organiser.
“Running a conference builds brand authority. Our branding agency calls it the king of kings strategy. We host the event and invite every other agency.”
— James Norquay
Who Are the Guests on “Benefits of Running an SEO Conference Event (James Dooley Interviews James Norquay)”?
James Norquay is the founder of the Sydney SEO Conference and runs an SEO agency with a team of over 30 staff. He has built the conference from a grassroots Australian event into a recognised international gathering, attracting globally prominent speakers such as Matt Diggity, Kevin Indig, Aleyda Solis, and Kyle Roof. His work on the conference has earned him invitations to speak at international events including Chiang Mai SEO, an Ahrefs event in Singapore, and conferences in the United States, all relationships that grew directly from the credibility built through his own event.
James Dooley is the host of the James Dooley Podcast and an established figure in the SEO industry. Known for interviewing practitioners and founders with hands-on experience, Dooley brings a practical, business-focused lens to each conversation. In this episode he plays the role of a thoughtful interviewer, drawing out actionable insights about conference strategy, brand positioning, and the realities of running large-scale industry events.
What Are the Key Takeaways From “Benefits of Running an SEO Conference Event (James Dooley Interviews James Norquay)”?
Here are the key points discussed in this episode:
- Running an SEO conference builds brand authority by positioning the organiser at the centre of the industry, a strategy described as the king of kings approach where you host the event and invite every other agency.
- Conferences generate direct business benefits including inbound client enquiries, new agency partnerships, and recruitment opportunities, with attendees frequently approaching the organising team for roles or collaboration after events.
- The costs and operational challenges of running a quality conference are substantial, with single-day events in Australia costing at least 50,000 dollars and potentially exceeding 100,000 dollars, alongside risks like AV failures and last-minute speaker cancellations.
- Masterminds structured around the main conference day provide a deeper relationship-building opportunity, with attendees grouped by business level and encouraged to bring specific problems and a growth strategy to discuss with peers.
- Speaking invitations and international exposure compound over time as a result of conference relationships, with Norquay receiving invitations to speak in Singapore, Chiang Mai, and the United States after bringing major speakers to Australia.
“After bringing Matt Diggity to Australia, he invited me to speak in Chiang Mai. Tim Soulo invited me to speak in Singapore and the US. That exposure would not have happened without the conference.”
— James Norquay
Is “Benefits of Running an SEO Conference Event (James Dooley Interviews James Norquay)” Worth Listening To?
This episode is worth listening to for any SEO professional, digital agency owner, or marketing consultant who has considered whether hosting an industry event could benefit their business. James Norquay speaks candidly and specifically about outcomes most people do not discuss openly, including exact ticket pricing, mastermind structures, realistic event costs, and the strategic positioning advantage that comes from being the organiser rather than just an attendee. The king of kings strategy framing alone gives listeners a concrete mental model for thinking about event hosting as a business development tool rather than a community service.
What makes this conversation particularly valuable is the balance between opportunity and honest caution. Norquay does not oversell the experience. He details the public scrutiny around speaker diversity, the hundreds of emails needed to secure a single international speaker, the risk of budget blowouts, and the logistical demands that require a dedicated events manager. For anyone seriously considering launching a regional SEO conference, a mastermind series, or even an awards night, this episode provides a realistic and experience-backed framework for making that decision with eyes wide open.
Who Should Listen to “Benefits of Running an SEO Conference Event (James Dooley Interviews James Norquay)”?
This episode is ideal for:
- SEO agency owners considering launching their own regional conference or industry event as a brand-building strategy
- Digital marketing professionals who want to understand how live events and masterminds can accelerate business development and partnerships
- Event organisers or marketers working in the SEO space who want practical insight into speaker selection, budget planning, and event structure
- Founders and team leads interested in how hosting industry gatherings can improve recruitment, authority, and long-term positioning
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What Are Listeners Saying About This Episode?
“Genuinely one of the most practical episodes I have heard on the business case for running a conference. The breakdown of the three-day structure with the FOMO night, mastermind, and main event was exactly the kind of detail I needed. Norquay does not hold back on the real costs either, which I appreciated.”
“The king of kings strategy concept stuck with me long after I finished listening. It reframes conference hosting from a passion project into a legitimate positioning play. The honesty about AV failures and speaker cancellations made it feel real rather than a highlight reel.”
“I run a small SEO agency and have been thinking about launching a local event for years. This episode finally gave me the framework to think it through properly. The part about hiring benefits and inbound business from in-house brands attending was something I had never considered before.”
James Dooley: Hi, today James Dooley is joined by James Norway, founder of the Sydney SEO Conference. The goal is to dig into why he set up an SEO conference in the first place and what came from it. James, it is a pleasure. Why start an SEO conference?
James Norway: We launched the Sydney SEO Conference because there were not many strong conferences in Australia. Existing events were small. We wanted to bring international names like Matt Diggity, Kevin Indig, Aleyda Solis and Kyle Roof to Australia. The idea was to combine top global speakers with leading local experts and make it accessible. Instead of flying 24 hours to Europe or 15 hours to the US, people could attend a high quality event in their own backyard at an affordable price.
James Dooley: You built a successful conference and attracted major speakers. What benefits have come from it? Is it mainly for the community or has it helped your business directly?
James Norway: There are clear business benefits. Running a conference builds brand authority. Our branding agency calls it the king of kings strategy. We host the event and invite every other agency. Each event generates new business. We form partnerships with non SEO agencies and in house brands attend, see our team speak and reach out afterwards. Networking is more natural at events. We also run masterminds around the conference, which strengthens relationships further. Hiring is another benefit. Attendees often approach us for roles. There are also indirect gains. We built relationships with speakers. After bringing Matt Diggity to Australia, he invited me to speak in Chiang Mai. Tim Soulo invited me to speak in Singapore and the US. That exposure would not have happened without the conference.
James Dooley: For anyone considering launching a London SEO Conference or something similar, what can go wrong?
James Norway: Almost everything. You need a strong events manager. AV issues happen every year, even when you spend tens of thousands. You need detailed checklists and full testing. Speakers cancel last minute. You must have backups ready. Budget blowouts are common. A quality event in Australia costs at least 50,000 dollars and can exceed 100,000 for a single day. There is also public backlash. Speaker selection, diversity balance, ticket pricing, all of it attracts scrutiny. People rarely see the hundreds of hours involved. Convincing a major international speaker can take dozens of emails. Running events is rewarding but it is not easy.
James Dooley: Speaker diversity often creates debate. How do you handle that?
James Norway: You want the best speakers delivering value. If talks are weak, attendees complain. At the same time, you aim for balance where possible. SEO is still male dominated, which makes speaker selection challenging. There are many excellent female speakers such as Aleyda Solis and Jess Schultz. The goal is strong content and value for the audience. As an organiser, you must prioritise quality while aiming for inclusivity.
James Dooley: How is the mastermind structured around the conference?
James Norway: It varies by year. Sometimes we run a two day conference with a mastermind the day before. This year we have three events. Wednesday night is an SEO FOMO event with ten short talks and networking. Thursday is a full day mastermind where attendees bring three problems and one growth strategy. We group people by business level. Friday is the main conference from 9 to 5, followed by networking until late. We price access affordably. Conference tickets are around 399 dollars. The mastermind is 999 dollars including the conference. We want it premium but accessible.
James Dooley: Have you considered adding an awards night?
James Norway: I have. The challenge is perception. If an agency runs awards, some may question impartiality. Awards require independent judges and transparent scoring. It is a significant workload. That said, there is room in the market for credible awards. Recognition matters. Awards and testimonials help validate performance, especially in SEO where outcomes vary.
James Dooley: Are you travelling to other conferences this year?
James Norway: I plan to attend and speak at several events. I have been invited to speak in Singapore at an Ahrefs event. Travel is harder now with family and business commitments. When you have a team of over 30 staff and a young family, scheduling becomes complex. Still, high quality events such as Chiang Mai SEO, SEO Estonia and others are worth supporting. There are far more conferences now than a decade ago, which shows the industry is maturing.
James Dooley: Running a conference is challenging but the upside can be strong. Brand growth, partnerships, recruitment and exposure all compound over time. James, thank you for sharing the insights.
James Norway: Thanks for having me.
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James Dooley is a UK entrepreneur.