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About this event
On 5 and 12 March 2026, Bonfire hosted Beyond SEO, two masterclasses at the Bonfire office, 1/1 Rokeby Rd, Subiaco, Perth, WA. General Manager - Product Matthew Elshaw spoke about the growing gap between how people search and how brands measure it — and the AI visibility metrics that sit before the click.
Hosted by Bonfire in Perth, WA, the mornings covered how AI-generated answers now shape which brands make the shortlist before a website is visited, and why rankings, traffic and conversions have become downstream signals.
The session was built for marketers, business owners and decision-makers who wanted to start measuring visibility, brand mentions, citations and sentiment in AI answers, not only what happens after the click.
Speakers
Matthew Elshaw
General Manager - Product, Bonfire
Matthew Elshaw works the gap between how people search and how brands measure it. As General Manager - Product at Bonfire, he has spent nearly two decades on organic search and data-led media strategy, including the AI visibility metrics that sit before the click.
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