SEO & Dev Partnership Playbook

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

In this course, you will learn to:

  • Build effective SEO & dev team structures
  • Understand how to navigate tech teams
  • Gain more confidence with developers
  • Clearly communicate SEO requirements
  • Collaborate with development teams

“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 need to get your SEO projects executed by the development or product team. But you’re overwhelmed by their processes and language.

They talk about working in sprints, dev tickets and QA testing.

It’s as if you’ve landed on a different planet, and getting SEO projects executed feels like an endless black hole.

You’ve seen others easily working with development and product teams to get projects executed. But you don’t know how to start. If only someone could just sit you down and explain it to you.

Don’t worry because you, my fellow SEO, are great at working with development and product teams.

You just don’t know it yet.

Take any SEO off the streets. Teach them the basics taught in product and engineering communities. And in no time, you’ll be able to speak their language and get your SEO projects implemented with ease.

Why is learning the basics so easy?

Because of the discipline of agile.

How agile shaped product development 

(and how you can learn to master it)

The basics of getting projects executed lies in the discipline of agile.

The agile method teaches people how to work together to get projects executed. For decades, product and development teams have used these principles and values to get projects executed. And in this self-paced course, you too can learn how to apply these same principles and values.

Agile started in 2001. A group of developers wanted to change how software development was delivered. So, they got together and created the Agile Manifesto. This document outlined how teams can work better together to deliver software using agile principles and values.

Fast forward 20 years. Systematic methods have evolved from being battle-tested across thousands of companies. These methods allow product and engineering teams to work together to execute projects. From enterprise companies all the way to small SaaS startups. 

Product and development teams are taught to release IT and software project teams using these tried-and-test practices.

They are learning the delivery frameworks, processes, and language behind these methods.

Today, tech teams use these methods to build and improve websites. Including your SEO projects.

But what about the SEOs working with these teams? 

Who is making sure they know the secrets of agile delivery? 

Spoiler alert: SEOs have been left out of the loop. Until now.

By mastering the fundamental processes, frameworks and languages of agile delivery. You can learn how to work with development and product teams effectively, so your SEO projects don’t go ignored.

This is why this course exists. To help you work effectively with development and product teams.

In this course, you will learn how to collaborate with product and development teams.

Mastering the basics of agile delivery processes, frameworks and languages used to build software and SEO features.

The course is self-paced, and the content is structured in six easy-to-follow modules.

At the end of the course, you’ll be able to work effectively with almost any product and development team. And, more importantly, get your SEO projects executed.

I’ve spent years learning how to work with development and product teams. So you don’t have to.

Hi, I’m Adam Gent, an Independent Technical SEO and Product Manager.

In 2018, I became a Product Manager (PM) at a B2B software company called DeepCrawl (now Lumar). For years, I worked across multi-disciplinary teams to implement features to solve problems for enterprise companies like eBay, Lego and Adobe.

When I first joined the product team, I thought getting things done would be easy. 

I was dead wrong.

I had to navigate a new set of unspoken rules, responsibilities and working methods. 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 the knowledge as I went.

It was intense. But worth it. 

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

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

That knowledge gap is causing SEO projects to fall through the cracks.

Many SEO specialists are trying to find non-existent silver bullets to get projects executed. But that won’t help them. What they need to do is learn how to speak and work with tech teams.

For SEO Professionals who want to level up

In-house SEO Professionals

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

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

  • Gain more confidence working with your dev team
  • Collaborate with in-house IT and development teams
  • Build an effective SEO & dev team structure
  • Clearly communicate SEO actions to dev teams
  • Easily navigate tech team culture and politics

Agency or Freelance SEOs

You work in an agency or as a consultant but have no idea how to work with dev or product teams.

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

  • Get buy-in from client IT and dev teams
  • Clearly communicate SEO recommendations
  • Structure client and dev communication channels
  • Build trust quickly with dev and produce teams
  • Work alongside Agile delivery processes

Course Curriculum

A self-paced course with a recommended 6-week cadence, or you can go at your own pace.

Week 1: Meet the team

You’ll learn the jobs of the three key players in a technical team, which means you’ll understand how they can work together to execute SEO projects.

Week 2: Tech Culture

You’ll learn to navigate the culture of a product and development team, which means you’ll know who to approach to get SEO projects executed.

Week 3: Effective SEO & Dev Teams

You’ll learn the best SEO & dev team structures and why they work, which means you can work with your company to form a successful team structure.

Week 4: Delivery Processes

You’ll learn the basics of agile product development processes, so you’ll better understand how to submit successful requests to the dev team.

Week 5: SEO & Dev Communication

You’ll learn the fundamentals of communicating with developers so your SEO requests won’t be ignored.

Week 6: How to build trust

You’ll learn how to build trust within a product and development team, which is critical in getting resources to execute SEO projects.

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 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 & Dev Partnership Playbook

Custom Pricing

Bulk discounts for team purchases and customer training for in-house teams.

Bespoke offers include:

  • Discounts for 3 or more purchases
  • Private training for large teams
  • Custom-built training programmes


Purchase the course as part of a bundle to save money!

SEO Product Ownership Course Bundle

$900 $730


Will I get a certificate from this course?

Yes! Once you’ve completed all the modules, you’ll get a certificate at the end of the course.

Do you offer a monthly payment plan?

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

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 @