Hawk Academy Workshop

Pilot 1 · Curriculum map. Modular SEO content built to flex across service-based businesses, ecommerce, and local-business attendees.

Workshop
2 days + 6 mo support
Where
Melbourne · Jun 11-12, 2026
Capacity
30 seats per city
Price
$3,500 founders
Guarantee
Tailfeather: refund + $500
Status · 2026-05-08

The lane is still open. Curriculum is being built lane-neutral.

The core decision — to what degree we can honestly "get pages live" in the room — is being tested this week and locked next Friday. Until then, the curriculum below is built so it works regardless of which lane wins. See the decision tree for the full lane breakdown.

1Audience · who's in the room

Pilot 1 opens to three verticals. The curriculum has a universal core, with vertical adaptations where the playbooks genuinely differ. Application screening and pre-work are vertical-aware so attendees walk in calibrated.

SERVICE-BASED

Service businesses

WhoLawyers, tradies, clinics, allied health, accountants, consultants, professional services. Founder attending, not a marketing manager.
Walks in withExisting site, real customers, defined service area, founder story, customer interviews / call recordings
Walks out withService+location pages structured to rank, GBP foundation, lead pipeline, 90-day plan
ECOMMERCE

D2C / SMB online stores

WhoShopify, WooCommerce, BigCommerce founders. Established product range, real revenue, want to reduce paid-spend dependency.
Walks in withCleaned product catalog, brand assets, customer reviews, 3-5 best-selling products, returns/refunds policy
Walks out withOptimised collection + product pages, AI Search-ready structure, review system, link plan
LOCAL-BUSINESS

Physical-location businesses

WhoRestaurants, retail, multi-location offices, salons, fitness, real businesses with foot traffic. Founder attending.
Walks in withGBP claimed (or ready to claim), photos, reviews, NAP across the web, list of locations
Walks out withGBP optimised + 2026-compliant, citation plan, reviews curation system, local content map

2Curriculum · 12 modules

Each module has a universal teaching core plus vertical adaptations. Service · Ecom · Local tags show where each module applies. Skipped columns are greyed.

Module 01

Foundation + $50/mo Stack

Universal Service Ecom Local
What we teach

The cheap, durable analytics + research stack every attendee runs forever. Set up live in the room.

  • Claude Pro account ($20/mo) on attendee's own login
  • Google Search Console verified on the domain
  • GA4 + Google Tag Manager wired up
  • Keyword research tool (SERanking) authenticated
  • Looker Studio dashboard template connected to GSC + GA4
Service add-ons
  • Call tracking option (CallRail / dialler)
  • Form-submission tracking via GTM
Ecom add-ons
  • GA4 ecommerce events + GTM purchase tag
  • Product feed connection to Merchant Center
Local add-ons
  • GBP API access (where available)
  • Call tracking + walk-in attribution where relevant
Output → Stack live on attendee laptop. Looker dashboard pulling real GSC + GA4 data.
Module 02

HawkOS · workflows + skills install

Universal
What we teach

HawkOS is the library of workflows + custom skills + prompts StudioHawk runs the agency on. Not a plugin, not a SaaS — a Claude-resident operating layer attendees install into their own Claude.

  • Install the curated skill pack into attendee's Claude (6-8 skills, anchor set)
  • Anchor skills: keyword research, content cluster (service / ecom / case study / blog), schema pack, AI Search rewriter, GSC monitor, GBP + reviews
  • How to run each workflow + when to use it
  • Where the limits are — what to ask Claude for vs. what to do manually
Service skills triggered
  • Service+location page writer
  • Case study writer
  • LocalBusiness schema
Ecom skills triggered
  • Collection + product copy
  • Product schema + AggregateRating
  • Buyer-guide writer
Local skills triggered
  • Service+location page writer
  • GBP post + Q&A automation
  • NAP + LocalBusiness schema
Output → HawkOS workflows live in attendee's Claude. Same operating layer StudioHawk runs on.
Module 03

Keyword Research

Service Ecom Local
What we teach

Methodology + tools for finding the keywords that move the needle for each vertical. Run live with attendee data.

  • Pablo Rosales-style autosuggest expansion (A-Z + intent modifiers)
  • Intent classification (informational / navigational / transactional / local)
  • GSC striking distance (positions 4-15 = quick wins)
  • Competitor gap analysis
  • Output: 20-keyword target plan per attendee, mapped to intent + page
Service keywords
  • "[service] [location]" patterns
  • Service-area research per location
  • Problem-aware vs solution-aware splits
Ecom keywords
  • Product, category, brand keywords
  • Comparison keywords ("X vs Y", "best X")
  • Buyer-intent + buyer-guide topics
Local keywords
  • Local pack + "near me" research
  • GBP category alignment
  • Location-modified service keywords
Output → 20-keyword target plan, intent-classified, mapped to page type.
Module 04

Content Architecture & Topical Map

Service Ecom Local
What we teach

Hub-and-spoke topical authority model. Built from real customer language, not keyword-tool guesses.

  • JTBD (jobs-to-be-done) extraction from attendee's customer interviews
  • 10-customer-question framework — pull real phrasing, not SEO-keywordised versions
  • Hub + spoke structure mapped to attendee's actual offer
  • Internal linking strategy (silos + entity coverage)
Service architecture
  • Service hub + service+location spokes
  • Blog cluster around customer questions
  • About / case study / methodology pages
Ecom architecture
  • Category hubs + product spokes
  • Buyer's guide + comparison content
  • Brand story + UGC clusters
Local architecture
  • Service hub + multi-location spokes
  • Neighborhood / area content
  • GBP integration (categories aligned)
Output → Topical map + site architecture, mapped to attendee's verticals + locations.
Module 05

Page Templates & Build

Service Ecom Local
What we teach

The page templates we use at StudioHawk, drafted live with HawkOS workflows. Whether they go live in the room is the open question Friday's lane decision answers.

  • Template structure: H1, intro, body sections, CTAs, schema
  • Creative Fuel injection — founder story, customer language, photos, differentiation
  • 3 pages drafted per attendee using templates + skills
  • QA checklist before publish
Service templates
  • Service+location page
  • Service-only / methodology page
  • About + case study templates
Ecom templates
  • Collection / category page
  • Product detail page
  • Buyer's guide / comparison page
Local templates
  • Service+location pages (per location)
  • Neighborhood / area pages
  • GBP-supporting page structure
Output → 3 pages drafted. Live publish status pending Friday's lane decision.
Module 06

On-page Optimisation + Schema

Service Ecom Local
What we teach

The on-page fundamentals + schema markup that make a page rankable + AI Search-citable.

  • Title tags + meta descriptions (formulas + character limits)
  • H1 / H2 / H3 hierarchy
  • Internal linking strategy + anchor text
  • Schema markup pack — pre-built generators for each vertical
Service schema
  • LocalBusiness + Service + FAQ
  • Service-area markup
  • Person / Organization for trust signals
Ecom schema
  • Product + AggregateRating + Review
  • BreadcrumbList + Organization
  • Offer + Brand markup
Local schema
  • LocalBusiness + Service + FAQ
  • Multi-location handling
  • OpeningHoursSpecification + GeoCoordinates
Output → All pages on-page-optimised. Schema generated + validated.
Module 07

AI Search Optimisation

Service Ecom Local
What we teach

How to structure pages so they get cited in ChatGPT, Perplexity, AI Overviews, and Claude. The future-proofing layer.

  • LLM citation testing workflow — prompt yourself into the search
  • llms.txt setup + entity coverage
  • Semantic SEO + topic cluster signal-stacking
  • Brand entity SEO (knowledge graph alignment)
  • The "rewriter" workflow — restructure existing pages for citation
Service AI Search
  • Service-area + intent coverage
  • Expert-led / methodology content
  • "Best [service] in [location]" citation hunting
Ecom AI Search
  • Product feed schema for Merchant Center + AI
  • Comparison + buyer-guide content
  • Brand entity + product entity stacking
Local AI Search
  • GBP + local entity coverage
  • Reviews aggregation as citation signal
  • Neighborhood + "near me" optimisation
Output → Pages structured for AI Search citation. Citation test run on at least 1 page in the room.
Module 08

GBP & Local Foundation (2026 compliance)

Service Ecom (skip) Local
What we teach

Google Business Profile from claim to optimisation, with 2026 compliance baked in. Critical for Service + Local. Ecom skips unless they have a physical pickup location.

  • Claim + verify + NAP audit
  • Categories: primary + up to 9 secondary
  • Services list (20+ via toolkit prompt)
  • Photos (5-10 real, no stock), posts, attributes
  • 2026 rules: staff name ban, no review quotas, Q&A discontinued (move to FAQ), 30-day freshness, AI enforcement (292M reviews blocked in 2025)
Service GBP
  • Service-area business markup
  • Per-location GBP if multi-location
  • Service-list via toolkit prompt
Local GBP — deep
  • Multi-location GBP strategy
  • Photos + posts cadence
  • Reviews emphasis
Output → GBP optimised + 2026-compliant for Service + Local. Ecom skipped or lightweight if relevant.
Module 09

Reviews & Trust System

Service Ecom Local
What we teach

A neutral, 2026-compliant review request + curation system that builds trust without manipulation.

  • Neutral request email automation (no sentiment filtering)
  • Happy-customer trigger flow
  • Best-reviews auto-display on site
  • Response templates (positive + negative)
  • Compliance: no staff names, no quotas, systematic not manipulative
Service reviews
  • Google + industry directory reviews
  • Professional accreditation badges
  • Trust signals on every page
Ecom reviews
  • Google + product reviews + AggregateRating
  • Yotpo / Trustpilot / Judge.me integration
  • UGC integration on PDPs
Local reviews
  • GBP reviews emphasis
  • Yelp / Bing / industry-specific platforms
  • Review velocity + freshness
Output → Reviews curation system live. First 5 review requests sent.
Module 10

Link Building (citations + outreach + digital PR)

Service Ecom Local
What we teach

The link plan attendees execute themselves over 90 days. Bundled into 90 minutes — citations, directories, manual outreach, digital PR via RAIDS.

  • Citations + NAP consistency (foundational, esp. local)
  • Industry directories (with pricing)
  • Manual guest post outreach (negotiate one by one — ask the price)
  • Digital PR + RAIDS protocol (Claude skill for outreach)
  • StudioHawk done-for-you upsell path (for those who want it done)
Service links
  • Service marketplaces: HiPages, Oneflare, Bark, Clutch
  • Industry directories
  • Manual guest posts in adjacent industries
Ecom links
  • Gift guides + product roundups
  • Comparison sites + affiliates
  • Influencer outreach + UGC
Local links
  • Citations heavy: Whitespark + Yext
  • Local directories + chambers
  • Partner businesses + sponsorships
Output → Link plan + 10+ targets. First 3 outreach emails drafted.
Module 11

Analytics & Conversion Tracking

Service Ecom Local
What we teach

End-to-end tracking + reporting. The 3 weekly reports they check forever. 60 minutes (lots of buffer for tech snags).

  • GA4 core + GTM container set up
  • Form / event tracking (Gravity Forms or native)
  • Looker Studio dashboard (GSC + GA4 + custom)
  • The 3 weekly reports they actually check
Service tracking
  • Form-conversion + lead source attribution
  • Call tracking integration
  • Lead-quality scoring
Ecom tracking
  • Ecommerce events + checkout funnel
  • Product impressions + AOV
  • Cart abandonment + retargeting tags
Local tracking
  • GBP message tracking + direction requests
  • Call tracking
  • Walk-in attribution where possible
Output → Tracking end-to-end. Looker dashboard live. 3 weekly reports identified.
Module 12

Sales / Conversion Process + 90-day Plan

Service Ecom Local
What we teach

SEO brings the leads, sales closes them. Plus a concrete 90-day plan signed before they leave the room.

  • 3 Principles of Sales: (1) call quickly, (2) process + criteria, (3) follow up
  • Vertical-specific conversion plays
  • 90-day plan template — week-by-week actions
  • 6-month support handoff + first call booked
Service conversion
  • Lead-to-call conversion
  • Intake form + qualification
  • GHL flagged as future-state CRM
Ecom conversion
  • Cart-to-purchase optimisation
  • Email automation (welcome / abandon / win-back)
  • AOV + LTV tactics
Local conversion
  • Lead-to-walk-in conversion
  • Repeat customer / loyalty system
  • Direction-request → visit attribution
Output → Signed 90-day plan. First 6-month call booked. Onboarded.

3Day 1 + Day 2 · hour-by-hour

12 modules mapped onto the 2-day running order. Working assumption: Lane A (pages live by lunch). If Friday's reconvene locks Lane B (skills pivot), the 11:00–12:30 build block becomes a sandbox draft session and the publish step drops — everything else holds.

Day 1 · Build

Opener → Stack → HawkOS → Build → Publish → KW + Architecture → AI Search
8:30
Arrival, coffee, coach pods (1:6 ratio)
Pods live
9:00
Opener (Harry on stage): AI Search + SEO shift, CPL math, why now
Mindset lock
9:30
M01Foundation + $50/mo Stack: Claude Pro · GSC · GA4 · GTM · SERanking · Looker dashboard
Stack running
10:15
M02HawkOS workflows install: 6-8 skills installed into attendee's Claude · how to run each workflow
Skills live
10:45
Break
11:00
M05Page Templates & Build kicks off: attendees use templates + skills to draft 3 pages. Pre-built backups sit with coaches if anyone stalls.
Builds started
11:15
Creative Fuel injection + coach rotation: founder story, customer language, photos, differentiation. Coach pulls in pre-built backup if needed.
Pages personalised
12:00
M06On-page + Schema generation: titles, metas, headings, internal links · schema pack applied per vertical (LocalBusiness · Product · LocalBusiness)
Schema live on pages
12:15
PUBLISH: 3 pages go live · submit to GSC for indexing
3 LIVE URLs
12:30
Lunch (attendees watching their live URLs)
13:30
M03Keyword Research methodology: autosuggest expansion · intent classification · GSC striking distance · competitor gap
20-keyword plan drafted
14:30
M04Content Architecture & Topical Map: hub-and-spoke · JTBD extraction from customer interviews · 10-question framework · site architecture
Topical map drafted
15:30
Break
15:45
M07AI Search Optimisation: LLM citation testing · llms.txt · entity coverage · brand entity SEO · the rewriter workflow run on 1 page live
Pages AI-citation-ready
16:45
Day 1 wrap + Day 2 preview
Day 2 ready

Day 2 · EEAT + Trust + Convert

GBP → Reviews → Case studies → Links → Analytics → Sales → Close
9:00
Live pages review: validate yesterday's 3 pages are rendering, fix display issues (indexing won't show yet, that's fine)
Pages verified
9:15
M08GBP Part 1: claim + verify · NAP audit · categories (primary + 9 secondary) · services (20+ via toolkit prompt) · hours · attributes
GBP foundation
10:00
M08GBP Part 2 + 2026 compliance: live photo uploads · first post live · staff name ban · no quotas · Q&A discontinued · 30-day freshness · stock photo audit
GBP live + 2026-compliant
10:45
Break
11:00
M09Reviews & Trust System: neutral request email · response templates · best-reviews auto-display · 2026-compliant (no staff names, no quotas)
Curation system live
12:00
Case studies / customer stories: teach with StudioHawk + real client examples. Build 3-5 stories. Where stories aren't ready, call clients live during the block.
Page live + call-backs queued
13:00
Lunch
14:00
M10Link Building (90 min bundled): citations + NAP (Whitespark) · industry directories with pricing · service marketplaces · manual guest posts · RAIDS digital PR · StudioHawk done-for-you upsell path
Link plan + 10+ targets
15:30
Break
15:45
M11Analytics & Conversion Tracking (60 min · buffer for tech snags): GA4 core · GTM container · form tracking · ecom events where relevant · Looker Studio dashboard · the 3 weekly reports
Tracking end-to-end
16:45
Contact / conversion page polish: form + map + NAP + trust signals (pulls everything together)
Contact live
17:00
M12Sales / Conversion Process: 3 Principles of Sales — call quickly · process + criteria · follow up. Vertical conversion plays applied per attendee.
Sales mindset locked
17:30
M1290-day plan + 6-month support handoff: signed plan · first call booked · Skool onboarded
Onboarded
18:00
Close + group photo
Graduated

4Pre-work + 6-month support

What attendees do before the 2 days, and what they get for the 6 months after.

Pre-work checklist

Universal
  • Claude Pro account active ($20/mo)
  • GSC + GA4 verified
  • Brand assets (logo, colours, photos)
  • Customer interviews / call recordings
  • 10 customer questions in their words
  • Free Hawk Academy course completed
Service-specific
  • Service area + 10 competitor URLs
  • Services + locations list
Ecom-specific
  • Product catalog cleaned + exported
  • 3-5 hero products + reviews
  • Shopify / Woo admin access
Local-specific
  • GBP claimed + verified
  • NAP audit done
  • List of all locations

6-month support

Community + cadence
  • Skool community access (cohort + alumni)
  • Weekly advisory call (group)
  • Monthly 1:1 with pod coach (15 min)
  • Same-day responses from real humans
  • Algorithm update digests (cadenced)
Content drops
  • Skill / workflow updates monthly
  • Case study posts (real cohort wins)
  • Q&A archive + searchable answers

What everyone walks out with

Tangible
  • 3 page drafts (live status pending lane)
  • Full keyword + content plan
  • Site architecture map
  • Schema implemented across pages
  • GBP optimised (Service + Local)
  • Reviews curation system live
  • Analytics dashboard running
  • Signed 90-day plan
  • HawkOS workflows in their Claude
Honest timelines
  • Pages indexed: days
  • Impressions: 1-2 months
  • Meaningful traffic + leads: 3-6 months

5What Friday's reconvene needs to resolve

The lane decision is the gate. Everything below it is downstream of which lane we lock.

Open questions for Friday

  1. Lane lock: Option 1 (WP only, pages live), Option 2 (any CMS, pages live), or Option 3 (skills pivot, no live pages)? Harry's testing this week against WordPress + page builders + Shopify etc.
  2. Live-pages capability per CMS: what's the honest "we can ship this in the room" floor for each CMS we'd accept? This determines audience filter.
  3. Final module list: 12 modules above — drop any? Add any? Charbel + Lawrence to confirm before content build kicks in.
  4. Coach allocation across verticals: who owns service / ecom / local in the room? Need at least 1 coach with depth in each vertical.
  5. Ad recut scope: Talia pulls the edits. If Lane A wins, light tweaks. If Lane B wins, full ad scrub + repositioning.
  6. The differentiator question (still TBD): if Lane B (skills pivot), what's the $3,500 differentiator vs free Hawk Academy? Proximity / support / certification — needs answering before the next ad goes live.

6Decided · already locked