SEO Project Planning

How to create a release plan for your SEO projects.

Master the exact process you need to create an SEO web dev strategy. A self-paced course for mid-level to senior SEO professionals that reveals how to scope, plan and create a release plan for any project in your SEO roadmap.

Course Launching 4th December 2023.

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

"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

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.

What is included in this course

The curriculum is self-paced, so you get to steer how fast you progress through each module.

Module 1: Intro to Planning

You’ll learn the basics of planning SEO projects, which means you’ll better understand the importance of planning.

Module 2: SEO Roadmaps

You’ll learn how to create an SEO roadmap, which can be used better to communicate the progress to both technical and business stakeholders.

Module 3: SEO PRDs

You’ll learn how to write a product requirement document, which means you’ll be able to spot any high-risk assumptions that will kill your project.

Module 4: Writing Requirements using Examples

You’ll learn to use examples to write specifications within your product brief, which means you can easily communicate requirements to developers.

Module 5: Web Dev Strategy

You’ll learn how to turn your SEO project into a web dev strategy, which means you’ll be able to work with your development team to slice projects into releases.

As well as access to video content, 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.

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 want the development team to hit the deadlines they set for themselves.
  • You work on websites that require custom-built SEO features to solve problems.
  • You’re finding that SEO projects are constantly delayed due to “unknowns” blockers.
  • You’re working on complex SEO features that need to be broken down into smaller pieces.
  • You are proactive in wanting to find new ways of effectively working with your development team.

For example:

  • You’re an SEO Manager working with development teams on a custom-built CMS.
  • You’re an SEO Manager who wants to provide clear specifications to the development team.
  • You’re a Technical SEO working with development and product teams to get projects executed.
  • You’re an SEO Product Owner who needs to turn an idea into a brief to identify risk assumptions.
  • You’re an SEO Product Manager who wants to learn to turn your opportunities into a release plan.

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

"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

Enroll in the course today!

Master the exact process you need to create an SEO web development strategy.

A self-paced course that reveals how you can scope, plan and create a release plan for any project in your SEO roadmap.

By the end of this course you will be able to:

  1. Turn a project into a release slices.
  2. Write requirements using examples.
  3. Break down projects into smaller pieces.
  4. Craft an SEO Roadmap to convey priorities.
  5. Communicate requirements to a dev team.


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].