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.

In this course, you will learn 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

“Adam has a lot of experience in this area, which shows in this incredibly useful course. As a result, we’re having much better conversations with our dev team, planning our work more robustly and, most importantly, getting a lot more done!”

Sam Collins, Head of SEO, Ice Travel Group

Your SEO recommendations never make it out of a prioritised action list. Stuck in delivery limbo.

Even with management buy-in, your team seems to run into execution challenges. 

Your projects fail to be delivered or miss deadlines completely.

They sit there gathering virtual dust. Holding you back from reaching your SEO goals and plans.

If only you knew why your projects failed and how you could improve the chances of success. If only someone could explain it to you.

Does this sound familiar?

It should. A whopping 86% of IT and software projects fail to be delivered on time.

But there is hope. 

There is a systematic process you can follow to be part of the 14% whose projects DO get delivered on time. And that’s exactly what you’ll learn in this self-paced course.

Any SEO specialist can learn how to plan projects that get delivered. And this course will teach you how to master the discipline of project planning.

So your SEO projects get executed by development teams.

How teams plan projects (and how you can do it too)

Project planning turns any idea into a web development strategy. It’s about slicing a project into smaller releases the development team can execute.

Projects fail because of three key factors:

  • Poor requirements
  • Poor communication
  • Unclear goals

So, companies invested more in scoping, planning and thinking through ideas. They started to develop project planning practices. And they started to see results.

Today, these project planning practices are used to slice features into smaller releases that development teams can easily execute. Which reduces the failure rate of projects. And more projects get executed.

It’s these basics of project planning that SEOs need to learn to increase the success of their SEO projects.

I used to struggle to get new SEO features released. Until I learned this systematic process.

When I first joined the product team at DeepCrawl (now Lumar), I was a complete novice.

My product initiatives would get stuck in the product backlog. Falling further and further down the priority list.

It was frustrating. So, I learned how to get them moving.

For years I worked across multi-disciplinary teams to implement features to solve problems for enterprise companies like eBay, Lego and Adobe. 

The more projects I worked on, the more I noticed a pattern. The features that got released were the ones that had been broken down into smaller slices. They involved developers early on. And got projects moving.

So, I spent years learning everything I could about planning projects. 

I wanted to know exactly how to get features released. I read books, attended advanced courses, and put those learnings into action week after week. 

Soon, I could work with developers to turn a feature into a release plan. Breaking down any complex or simple feature in a roadmap into a set of releases a development team could implement. We could prioritise releases and better understand how to build solutions that solve problems.

Since leaving DeepCrawl, I’ve tested this product planning process within different organisations. From small SaaS startups to large enterprise organisations.

It’s helped turn any complex SEO project into a web development strategy the development team can implement.

This is why this course exists. So you can learn how to scope and plan projects that get released.

In this course, I will teach you to scope, plan and create a web development strategy for an SEO project so your features get released.

You will learn the tried-and-tested process I’ve used to create a technical SEO roadmap, write up requirement docs, and work with developers to create a release plan for SEO projects.

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

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

  1. Create an SEO product roadmap
  2. Write SEO requirements like a product pro
  3. Write 1-pagers / product requirement documents (PRDs)
  4. Create a web development strategy to slice features into smaller releases.

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:

  • Build an SEO roadmap that communicates your strategy
  • Breakdown complex SEO projects into actionable items
  • Create a measurement plan for your SEO roadmap
  • Prioritise your SEO projects and tasks with devs
  • Use briefs or PRDs to scope and plan projects

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:

  • Write a PRD that will help to scope and plan projects
  • Communicate your SEO strategy using a roadmap
  • Write OKRs that connect to the business goals
  • Ruthlessly prioritise your projects and tasks
  • Turn a complex project into a release plan

Course Curriculum

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

Week 1: Planning Theory

You’ll learn the basics of planning and why it is so critical to getting SEO projects executed.

Week 2: Setting SEO Goals

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: SEO Prioritization

You’ll learn how to avoid common prioritization traps and how to use simple prioritization frameworks to create a project plan.

Week 4: SEO Roadmaps

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

Week 5: SEO PRDs

You’ll learn how to write SEO product requirement documents (PRDs) using a step-by-step process.

Week 6: Web Dev Strategies

You’ll learn how to turn your SEO projects into a web dev strategy and release slices.

Lifetime access to course content

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

Practical Templates

SEO product requirement document and web dev strategy templates.

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

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 Project Planning

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 PRD template
  • SEO OKR template
  • Web Dev Strategy 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


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 @