SEO Ownership Fundamentals

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

In this course, you will learn 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

“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

Stop your SEO dev tickets from being ignored

You have your SEO roadmap all laid out. You know exactly what needs to be done to hit your goals. Yet, your tickets sit in the dev backlog. Ignored. Deprioritised. Deleted.

You’ve seen other teams easily get dev tickets implemented. So you know there has to be a better way of working.

If only you knew how to write effective tickets and get them prioritised by the development team. If only someone can explain it to you.

The truth is getting dev tickets executed is hard. But it can be easier if you know how.

Any SEO professional can learn what it takes to write SEO dev tickets that get prioritised and executed.

The easy formula for getting dev tickets executed starts with the discipline of Product Ownership.

Take ownership to get SEO dev tickets executed

The discipline of product ownership focuses on prioritising and overseeing the delivery of the development team’s tasks. For decades, product ownership has played a critical role in getting projects executed. And it all began with the Scrum framework in 2002.

In 2009, a short handbook on how to practise Scrum was released. The Scrum Guide outlined how companies could use the product owner role and framework to build better software.

Fast forward 10 years. Scrum has become the most popular agile framework to help teams get software and IT projects implemented. The Scrum method is fast, efficient, and productive. 

For tech teams of all sizes, product ownership has become a core function in getting technical projects executed. 

The Product Owner has one core goal: to get projects implemented. They communicate the business requirements to the development team. And work with the team to turn ideas on a roadmap into actionable prioritised tickets that can be executed.

This includes working within agile delivery processes (like Scrum). And that’s exactly why this course teaches you how to think like a Product Owner and survive Scrums. 

The tried-and-tested practices of Product Ownership are taught to product and development teams. It’s how many Product Managers learn to work with developers to turn roadmaps into reality.

And now, I’m teaching these skills to SEO professionals like you. Because of these practices, SEOs need to learn to turn their ideas into actionable tickets that can be executed.

Steal my battle-tested Product Owner processes (so you can write dev tickets that get executed)

When I first joined DeepCrawl’s product team, I thought getting things done would be easy. 

I was dead wrong.

You see, 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.

And, at first, I assumed being a Product Manager meant I could get SEO tasks across the dev line with no problem.

I thought I could pop an SEO request into the dev team and get it executed. But that wasn’t enough. 

A BIG part of the product team’s role is to work with developers to break down the product roadmap into actionable tickets and prioritise the development team’s work.

I had to be a Product Owner and a Product Manager.

It’s an intense set of responsibilities that I had to balance. And I was a complete novice at the beginning. But you learn fast when your projects rely on the technical team to understand and implement tickets. 

I read books, and online articles and even became a certified Product Owner. I distilled and applied the knowledge I learned week after week for over 2 years. It was intense. But worth it.

I began understanding the patterns and rules for turning ideas on a roadmap into actionable dev tickets. 

I created a unique dual-track process based on this experience. This helped turn any complex project or recommendation into an effective ticket that the development team could understand and implement.

Since leaving DeepCrawl, I’ve tried and tested this dual-track product ownership process across many teams. In small SaaS startups and large enterprise organisations. 

It’s helped turn any SEO or product web development strategy into realistic dev tickets that any technical team can implement. And you can learn this exact process to get your dev tickets implemented too.

This is why I built this course. To help you learn SEO Product Ownership and turn roadmaps into actionable tickets.

In this course, I will teach you how to turn any idea on an SEO roadmap into actionable tickets that can be implemented by a development team.

You will learn the tried-and-tested dual-track process I’ve used to work directly with developers to get tickets implemented.

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

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

  1. Write effective SEO dev tickets
  2. Break down your SEO roadmap into tickets
  3. Manage and prioritise a backlog of SEO tickets
  4.  Use a systematic process to get tickets implemented.

For SEO Professionals who want to level up

In-house SEO Professionals

You work in an in-house role, but you don’t know how to plan or scope your SEO projects in a roadmap.

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

  • Write effective SEO tickets that get implemented
  • Breakdown your SEO roadmap into actionable tickets
  • Manage a backlog of SEO tasks and tickets
  • SEO QA tickets when code is released

SEO Product Manager

You’re an SEO product owner or manager who must work with devs/designers to implement your strategy.

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

  • Turn your SEO PRD into actionable tickets
  • Manage dev tickets using a dual-track process
  • Write effective SEO tickets like a product pro
  • Create an SEO QA process that catches issues

Course Curriculum

A self-paced course with a recommended 5-week cadence, or you can go at your own pace.

Week 1: SEO Product Ownership

You’ll understand the basics of SEO product ownership, which will help you quickly get to grips with the role’s responsibilities.

Week 2: Writing SEO Dev Tickets

You’ll learn why setting goals is so important to link planned work with the wider SEO project. And how to create a clear measurement plan.

Week 3: Surviving Agile Delivery

You’ll learn how to work within popular agile delivery processes, which means you’ll be able to get your SEO tickets to be prioritised.

Week 4: SEO Backlog Management

You’ll learn the pitfalls of traditional roadmaps and how to create an SEO roadmap like a product pro.

Week 5: SEO QA Testing

You’ll learn how to master SEO QA testing when a ticket is released, which means you’ll be able to prioritise issues found in the latest code release.

Lifetime access to course content

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

Practical Templates

How to write SEO dev ticket checklist and SEO backlog template.

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 would highly recommend this course to those who are experienced in SEO but would like to learn how to look at SEO through the lens of a PM or improve upon their existing skillset.”

Brian Freiesleben, SEO Product, Manager at Crate and Barrel

“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

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

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 Ownership Fundamentals

Access the SEO project planning course to improve your planning and execution skills. 

What’s included in the course:

  • Lifetime access
  • 4 hours of video content
  • SEO dev ticket template
  • SEO backlog management template
  • And much more!

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


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 @