SEO Product Ownership

Turn your SEO roadmap into actionable SEO tickets the development team can execute.

Master tried-and-tested techniques to turn SEO ideas into dev tickets that get executed. A self-paced course for mid-level to senior SEO professionals to learn how to write SEO dev tickets, manage a backlog, and test releases.

Course Launching 4th December 2023.

Use the SEOEXECUTION 10% discount code before the course opens.

"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 just get SEO tasks across the dev line with no problem.

I thought I could just 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 my 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.

What is included in this course

The curriculum is entirely self-paced, so you can take charge of your learning.

Module 1: Fundamentals of 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.

Module 2: Writing SEO Dev Tickets

You’ll learn how to write effective SEO dev tickets, which means you can turn any idea in your roadmap into a set of actionable SEO tickets.

Module 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 are prioritised.

Module 4: SEO Backlog Management

You’ll learn how to manage a dev backlog like a product pro, which means you'll be able to prioritise and manage SEO dev tickets to drive business results.

Module 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.

As well as lifetime access, 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.

Meet your instructor

Hello, I'm Adam Gent.

I've spent over 10 years in SEO, Digital and Product working with a wide range of 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.

This course tries to distil down everything I've learned as a Product Manager to help SEO teams get projects executed.

Who is this course for

You’re a good fit for this course if:

  • You rely on dev tickets to get recommendations implemented.
  • You find that your SEO dev tickets are always being deprioritised.
  • You want to join the team’s delivery meetings but are unsure where to start.
  • You want a systematic way of creating and handling dev tickets with your tech team.
  • You want to create an SEO QA testing process to ensure tickets are implemented correctly. 

For example:

  • You’re a Technical SEO who has just joined a product and engineering team.
  • You’re an SEO Product Owner responsible for managing and implementing tickets.
  • You’re an SEO Manager who must submit tickets to a dev backlog to execute projects.
  • You’re a Technical SEO wanting actionable tips on how to work better with developers.
  • You’re an SEO Product Manager who wants a refresher on writing and managing SEO dev tickets.

Student Testimonials

"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

“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 and Content Specialist, Alludo

“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

Enroll in the course today!

Master tried-and-tested techniques to turn SEO ideas into development tickets that get executed.

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

The SEO Product Ownership course will help you:

  1. Write effective SEO dev tickets.
  2. Run SEO QA testing on code releases.
  3. Navigate tech team delivery processes.
  4. Manage a SEO backlog like a product pro.
  5. Get SEO tickets prioritised and executed.


Course Launching 4th December 2023.

Use the SEOEXECUTION 10% discount code before the course opens.

SEO Product Ownership Bundle

Are you interested in truly mastering working with product and development teams?

Then buy the SEO Product Ownership Bundle.

When you buy the bundle you'll get access the following courses: 

  1. SEO & Developer Partnership Playbook
  2. SEO Project Planning
  3. SEO Product Ownership

Usually three courses cost about $790.

BUT you can buy all three at a discount rate with the SEO Product Ownership Bundle that only cost $730.

ALSO with the pre-release discount you can get this bundle for $660 (Ex VAT). That's a $130 saving!


Course Launching 4th December 2023 - 10% off until it's launched.

Use the SEOEXECUTION 10% discount code at the checkout.

Frequently Asked Questions

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 refunds?

If you feel you not getting the value from the course then send me an email ([email protected]) within 14 days of purchase, and I'll give you a refund.

Do you offer a monthly payment plan?

Yes! I can offer a monthly payment plan for each course. Just get in touch using [email protected].

Do you offer a discount for multiple seats?

Yes. If you want multiple seats for your team I can offer further discounts:

  1. 2-4 seats = 10% discount
  2. 5-10 seats = 15% discount
  3. 10+ seats = Bespoke discount

Just email [email protected].

Can I pay via an invoice?

Yes. Just send me an email at [email protected] with your business details and I can issue you an invoice.

Is this course for agencies or independent SEO consultants?

It can depend on your client portfolio and it might not be useful for all agencies or consultants. If you're unsure just send me an email with your details and I can clarify it would be useful: [email protected].

Is there any technical SEO training in this course?

No. The course uses SEO examples to illustrate key points and goes through SEO web dev strategies there is not specific training around "technical SEO".

Do the new courses offer office hours?

No. You will not have access to office hours with any of the new courses.

However, if there is an appetite for it. I plan to launch free workshops in Q1 of 2024 for anyone who buys a new course.

This will give students the opportunity to ask any questions and discuss the course material.

Is there a Slack community?

No. There is no Slack community for anyone who purchases the SEO Product Ownership courses.

However, if there is an appetite for it. I might create one in the future.

So let me know if you want one.

Is there a sequence to these courses?

Yes. I’d recommend doing the courses in the following order:

  1. SEO & Dev Partnership Playbook
  2. SEO Project Planning
  3. SEO Product Ownership

Each course stacks and compounds the skills of the others. The content does cross over but each solves a unique problem when working with dev teams.

Any other questions?

If you have any other questions about the course then just send me an email at [email protected].