Learn to Think like an SEO Product Manager

A self-paced course to help SEO professionals learn to craft an SEO strategy like a product pro and get buy-in.

In this course, you will learn to:

  • Shift your mindset to outcome-focused
  • Use discovery to inform your SEO strategy
  • Build a solid business case to get buy-in
  • Craft and SEO strategy and roadmap
  • Clearly communicate your SEO strategy

“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

You’re an SEO working in a product team. But you feel you need to level up your strategy skills to get buy-in.

When working in a product team, do any of these scenarios sound familiar:

  • You can’t connect your SEO actions to a wider business strategy.
  • You feel unconfident in working with product and development teams.
  • You can’t get buy-in from developers and product managers.
  • You can’t communicate your recommendations to other teams.
  • You don’t feel comfortable in scoping or planning SEO projects.

A challenge for SEO professionals joining or working in product teams isn’t a lack of technical skills, but how to get buy-in for SEO recommendations. An analysis of ten SEO PM job descriptions shows that companies are looking for communication, strategy and business skills:

  • “Responsible for defining the vision, strategy, and roadmap of features for the SEO team and alignment with business goals.” – Reddit (source)
  • “Very strong qualities in clear written and verbal communication.” – G2 (source)
  • Understand our prospective customers: who they are and what they are interested in.” – Wise (source)
  • Excels at communicating with team, partners, and senior leadership with clarity, salience, and urgency.” – Zoro (source)

You must invest in the right skills if you want to be successful in the long term in a product team.

As a Senior SEO professional, I thought I had the right skills to be successful.

Then I became a Product Manager at DeepCrawl (now Lumar). And I learned that I was completely out of my depth.

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 new 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 Think like an SEO Product Manager course.

The course teaches SEO professionals product, strategy and communication skills to succeed long-term. It focuses on providing actionable lessons to help SEO professionals craft good strategies and roadmaps to get buy-in from companies.

For SEO Professionals who want to level up

Technical SEO Specialist

You work in-house or in an agency but aren’t confident in communicating and getting buy-in from development and product teams.

After 5 weeks, you’ll be able to:

  • Get buy-in for technical recommendations.
  • Clearly communicate your SEO actions.
  • Gain more confidence working with tech teams.

SEO Product Manager

You’ve moved into a new in-house SEO Product Management role, and you’re looking to level up your skills to get buy-in from other teams.

After 5 weeks, you’ll be able to:

  • Get buy-in for your SEO strategies and roadmaps.
  • Clearly communicate ideas and opportunities.
  • Become confident in owning projects.

Course Curriculum

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

Week 1: SEO Product Fundementals

Learn the skills and mindset needed to work in product teams and help connect deliverables to business value. 

  • How to shift your mindset
  • How to build product sense as an SEO
  • How to apply product principles to SEO

Week 2: SEO Product Discovery

Learn to use discovery loops to understand a business better and connect SEO opportunities to business value.

  • How to use SEO Discovery Loop Framework
  • How to build business context to inform SEO strategy
  • How to define user personas and define user outcomes

Week 3: SEO Product Opportunities

Learn to use discovery loops to validate your ideas and identify opportunities that can drive business value.

  • How to write problem statements
  • How to connect SEO to business value
  • How to validate opportunities that will drive results

Week 4: SEO Product Strategy

Learn to communicate an SEO strategy to get buy-in from both business and technical stakeholders.

  • How to get buy-in from teams
  • How to craft a good SEO strategy
  • How to use the SEO Strategy Stack framework

Week 5: SEO Product Roadmaps

Learn to use roadmaps as a communication tool to set expectations and create a clear vision.

  • How to prioritise SEO tasks and initiatives
  • How to build an effective SEO roadmap
  • How to set SEO OKRs and goals

Lifetime access to course content

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

SEO Strategy and Roadmap Templates

Access SEO strategy and discovery templates to hit the ground running.

SEO PM Skills Matrix

Access an SEO PM skills matrix to help you understand where to improve.

SEO Practice Assignments

Access to assignments and examples to help practice the skills you learn in the course.

Actionable Lessons

Access to video and interactive content so you can learn after the lesson.

Frameworks and Models

Access to frameworks that explain how you can work better with technical teams. 

Lifetime Updates

Access to any updates or improvements I make to the course from student feedback.

Join over 100 students who have enrolled in The SEO Sprint courses.

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 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

Think like an SEO PM

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


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 @ theseosprint.com.

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 @ theseosprint.com, 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 @ gentofsearch.com.

Can I pay via an invoice?

Yes. Just send me an email at adam @ theseosprint.com 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 @ theseosprint.com) 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 @ theseosprint.com.