Become an effective SEO Product Owner

A series of self-paced courses to help SEO professionals learn how to work with dev and product teams to get things done.

In this course, you will learn to:

  • Become more confident working with developers
  • Effectively collaborate with development teams
  • Clearly communicate SEO recommendations
  • Scope and plan technical SEO projects
  • Write effective SEO dev tickets

“Thank YOU so much, Adam! I can’t begin to thank you enough for your help. I feel 100% more confident going into meetings with Product and Engineering in a more positive way.”

Anna Crow, SEO, Specialist, Alludo

You’re an in-house SEO professional working with dev and product teams. But you just can’t get your recommendations implemented.

As an in-house SEO professional, do any of these sound familiar:

  • You don’t understand the development and product team processes.
  • You find it hard to communicate your SEO recommendations clearly.
  • You can’t get buy-in from developers and product managers.
  • You’re unsure how to plan or scope SEO projects once signed off.
  • You need to write effective SEO dev tickets to get recommendations implemented.

A challenge for in-house SEO professionals joining or working alongside development and product teams is a lack of knowledge of working effectively with them.

These skills aren’t taught in SEO teams. But companies are actively looking for these skills.

For example, an analysis of SEO job descriptions in tech teams shows that companies are looking for SEO professionals with ownership, communication and execution skills:

  • Support the SEO team in developing and executing big bets for our marketplace” – G2 (source)
  • “Assess and prioritise growth opportunities and create a plan to execute on ideas.”- Canva (source)
  • Excels at communicating with team, partners, and senior leadership with clarity, salience, and urgency.” – Zoro (source)
  • Be accountable for implementing, driving, and optimizing global SEO strategy & roadmap.”- Optimizely (source)
  • “You have exceptional independent problem-solving skills, attention to detail, flexibility, and ability to collaborate with others and to work in a fast-paced environment.” – Reddit (source)

To successfully work in product and development teams long-term, an SEO professional must invest in ownership, execution and communication skills.

As a Senior SEO professional, I thought I had the right skills to be successful when I joined a product and development team.

I learned the hard way that I was dead wrong.

I had to navigate a new set of unspoken rules, responsibilities and working methods to get projects implemented. It was as if everyone had read a rulebook for a game I had no idea how to play.

I needed to play catch up.

I binge-watched YouTube videos, read product books, and subscribed to newsletters. I had to shift my mindset and learn new skills to navigate these internal nuances. All the while applying and testing new communication, execution and ownership skills as I went.

It was intense. But worth it. 

I started to understand the unspoken rules and language of the product and development teams. The systematic processes became clear. My initiatives started to become prioritised and implemented.

The experience made me realise that there is a skills gap in the SEO industry.

That is why I made the SEO Product Ownership course.

The course teaches SEO professionals ownership, execution and communication skills to succeed long-term in a product and development team.

It focuses on helping SEO professionals learn to work with dev and product teams to implement SEO recommendations.

For SEO Professionals who want to level up

In-house SEO Specialist

You work in an in-house role, but you don’t feel confident in working alongside the development and product teams.

After taking these courses, you’ll be able to:

  • Become more confident in working with dev teams
  • Clearly communicate your SEO recommendations
  • Scope and plan complex SEO projects
  • Work in Agile delivery processes
  • Write effective SEO dev tickets

SEO Product Manager

You’ve moved into a new in-house SEO Product Management role and want to level up your skills.

After taking these courses, you’ll be able to:

  • Write SEO product requirement documents (PRD)
  • Clearly communicate complex SEO recommendations
  • Create web development strategies with dev teams
  • Confidently add SEO projects to product roadmaps
  • Collaborate with development and design teams

SEO Product Ownership Courses

Three courses designed to help SEO professionals learn SEO Product Ownership skills.

SEO & Dev Partnership Playbook

A self-paced course to help SEO professionals learn to collaborate with development and product teams.

By the end of this course, you will be able to:

  • Build effective SEO & dev team structures
  • Understand how to navigate tech team culture
  • Gain more confidence working with developers
  • Communicate SEO requirements to tech teams
  • Establish trust quickly with development teams

SEO Project Planning

A self-paced course that reveals how you can scope, plan and create a release plan for projects in your SEO roadmap.

By the end of this course, you will be able to:

  • Write SEO product requirement documents (PRDs)
  • Craft an SEO Roadmap to convey priorities
  • Communicate requirements to a dev team
  • Break down projects into smaller pieces
  • Turn a project into a release slices

SEO Ownership Fundamentals

In this self-paced course, you will learn how to write SEO dev tickets, manage a backlog, and test releases.

By the end of this course, you will be able to:

  • Write effective SEO dev tickets
  • Run SEO QA testing on code releases
  • Navigate tech team delivery processes
  • Manage an SEO backlog like a product pro
  • Get SEO tickets prioritised and executed

Lifetime access to course content

As well as lifetime access to the videos, you also get:

Practical Templates

Access to practical templates and checklists to hit the ground running.

Examples and Scenarios

Real-world examples and case studies for you to apply your knowledge.

Learning Library

Access to a learning library of practical reading throughout the course.

I’ve found your course very valuable, especially when it comes to framing initiatives and working across functions even beyond product and engineering.

The templates within the course are great! I’ve been leveraging them fairly frequently, and every lesson is immediately something I can apply.”

Mandana Rafat, Director of Organic Growth, Skillshare

“If you enjoy Adam’s newsletter, I’d recommend taking part in his course.

It contains lots of practical examples, tools and resources that you can take away and use with your internal product and development teams. It certainly gave me takeaways that I’m going to implement with the teams I work with.”

Scott Salter, SEO and Content Manager, Gymshark

“I took a course from Adam, and it made me at least 5x better at getting my SEO tasks implemented.

Mihir Naik, SEO Product Manager, Loblaw Digital

“The course was packed full of super actionable takeaways – from what questions to ask, the right people to ask and the general insight into how development teams work.

It gave me practical advice to work better with Devs and make sure our technical suggestions get buy-in and actually get stuff done.

Sophie Gibson, Technical SEO Director, StudioHawk Digital

“Adam has a lot of experience in this area, and it shows in this incredibly useful course. Theories and processes are explained in a clear way that also makes them very practical, and we immediately put them into practice internally.

As a result, we’re having much better conversations with our dev team, planning our work in a much more robust way and, most importantly, getting a lot more done!

Sam Collins, Head of SEO, Ice Travel Group

Adam’s SEO Sprint is an absolute game-changer!

If you’re in technical SEO like me and want to level up, this is your secret weapon.

Each module is packed with actionable insights that helped me bridge the gap between SEO and product management. It has truly revolutionized my approach to working with developers.

Florian Kluge, Technical SEO Growth Lead

Hi, I’m Adam Gent, and I’ll be your course instructor

I’ve spent over 12 years working in agencies and in-house roles. I’ve worked with various companies like DeepCrawl, Ladbrokes Sports, bathstore and Glassdoor.

As a Product Manager working in-house, I noticed a lack of resources to help SEOs navigate the chaos of working in tech teams. In this role, I gained the skills and know-how to work directly with developers to get things done.

Now as an independent consultant, I help companies identify impactful technical SEO strategies and get these projects executed by technical teams.

This course tries to distil down everything I’ve learned as a Product Manager to help SEO teams get things done.

Enroll Today

SEO Product Ownership Course Bundle

$900 $730


Purchase each course separately based on your needs.

SEO & Dev Partnership Playbook


SEO Project Planning


SEO Ownership Fundamentals



Will I get a certificate from completing these courses?

Yes! As you complete each course you’ll get a certificate to prove you completed the courses.

Do you offer a monthly payment plan?

Yes! I can offer a monthly payment plan for each course. Just get in touch using adam @

Can I expense the course?

Yes! You can use your team or company training budget to pay for the course. I’ve put together an email and PDF that you can send to your boss to get the course signed off.

Do you offer parity pricing?

Yes! Just email me at adam @, and I can sort you out.

Do you offer a discount for multiple seats?

Yes, I offer discounts for organisations wanting to purchase multiple team seats. Just send me an email with the details: adam @

Can I pay via an invoice?

Yes. Just send me an email at adam @ with your business details and I can issue you an invoice.

Do you offer refunds?

If you feel you not getting the value from the course then send me an email (adam @ within 14 days of purchasing, and I’ll give you a refund.

Any other questions?

If you have any other questions about the course, then just send me an email at adam @