Think like an SEO Product Manager


Level up your communication, product and business skills to get SEO projects executed.

Master tried-and-tested product fundamentals to help you execute SEO projects. A self-paced course that helps mid-level to senior SEO professionals transform into a product pro.

"I've really enjoyed the SEO Product Management course that Adam has put together. Having access to templates and guides that help me in my day-to-day as an SEO PM has been a huge confidence booster and these are so much more valuable than anything you can find on Google for free (if anything). 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 SEO PM skillset."

Brian Freiesleben, SEO Product Manager, Crate and Barrel

SEO professionals face a key challenge, working with product and dev teams to get things done


As a Senior SEO professional working in award-winning agencies, I always believed I knew a lot about working with development teams.

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

Luckily, I had a patient team who helped me understand the product development process. For over 2 years I worked with development, product and design teams on a daily basis to build enterprise-level software.

The experience completely changed the way I approach and think about SEO, digital and product.

Now as an independent consultant, my product skills and mindset have allowed me to lead, manage and work with dev teams to get priority SEO projects implemented.

Unfortunately, I know not everyone has the support or opportunity to learn these product skills.

This course focuses on helping SEO professionals learn these core product skills, frameworks and mental models which can help them become more effective at working with product and development teams.

Course Curriculum

Master communication, strategy and product skills in a six-week self-paced program.

Week #1: SEO PM Mindset

Learn to think like a Product Manager and work on the critical skills that separate SEO PMs from SEO specialists. 

  • 60 mins of video content
  • SEO Product Management Skills Matrix
  • Practice Assignment.

Week #2: SEO Discovery

Learn to use discovery loops to identify impactful opportunities which drive results for users and the business.

  • 90 mins of video content
  • Access to SEO Discovery Checklist
  • Practice Assignments and Examples

Week #3: SEO Strategy

Learn to construct a coherent and realistic SEO strategy, roadmap and goals that connect to the wider business goals.

  • 90 mins of video content
  • SEO Strategy 1-Pager and Slide Deck Templates
  • SEO Goal, Prioritization and Roadmap Templates
  • Practice Assignments and Examples

Week #4: SEO & Dev Partnerships

Learn how product and dev teams operate and how to form lasting business partnerships to get things done.

  • 60 mins of video content
  • SEO & Engineering Principles
  • Practice Assignments and Examples

Week #5: SEO Planning

Learn to scope and plan SEO initiatives in the roadmap and help guide dev teams so tasks are executed to specification.

  • 90 mins of video content
  • SEO Project Brief Template
  • Team Wall and Web Dev Strategy Templates
  • Practice Assignments and Examples

Week #6: SEO Delivery

Learn how to write tickets, manage an SEO backlog and work with dev teams to execute projects.

  • 90 mins of video content
  • SEO Ticket Templates
  • SEO Product Backlog Template
  • Practice Assignments and Examples

Lifetime access to course content

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

Tried and Tested Templates

Access to over 25 different templates shown in the course so you can hit the ground running.

SEO PM Skills Matrix

Access to an SEO Product Management skills matrix to help you understand where you need to improve.

Practice Assignments

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

50+ Actionable Lessons

Access to all the course slides and interactive content so you can continue to 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 the course from student feedback.

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're a senior SEO professional who wants to level up their career.
  • You rely heavily on development and product teams to implement SEO recommendations.
  • You've just started working in a product team and want to hit the ground running.
  • You're proactive in wanting to find new ways of effectively working with development teams.
  • You want a course with tried-and-tested frameworks that actually work.

For example:

  • You're an SEO specialist who has just joined a company as an SEO Product Manager.
  • You are a Technical SEO Manager who works day-to-day with development teams.
  • You're a Head of SEO who works in a product team and must get projects executed.
  • You're an SEO Product Owner who wants to turn SEO ideas on a roadmap into a release plan.
  • You're a Technical SEO Specialist who needs buy-in from the development teams.

Student Testimonials

"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."

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Mandana Rafat

Director of Organic Growth & Retention, Skillshare

"I took a course from Adam, and it made me at least 5x better at getting my SEO tasks implemented."

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Mihir Naik

SEO Product Manager, Loblaw Digital

"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.”

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Scott Salter

SEO and Content Manager

Enroll in the course today!

Master working with development and product teams to get SEO projects executed.

A self-paced course that helps senior SEO professionals transform into a product pro.

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

  • Craft an SEO strategy and roadmap.
  • Turn your roadmap into a release plan.
  • Get buy-in from product and dev teams.
  • Get SEO tickets prioritised and executed.
  • Gain more confidence working with devs.

This course does not include the office hours.

$650

Get access to the self-paced course, video content and templates.

BUT if you want office hours, see below 👇.

Enroll in the Expert level course!

Everything in the Associate course + office hours + feedback on assignments.

Master working with development and product teams to get SEO projects executed.

A self-paced course that helps senior SEO professionals transform into a product pro.

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

  • Craft an SEO strategy and roadmap.
  • Turn your roadmap into a release plan.
  • Get buy-in from product and dev teams.
  • Get SEO tickets prioritised and executed.
  • Gain more confidence working with devs.

$980

Everything in the Associate level + office hangouts + assignment feedback.

Frequently Asked Questions


When are the office hours scheduled?

The course office hours are scheduled twice a week once in the morning and once the early afternoon. There will be gaps but I try to plan them in advance so you can see when you can join.

You can book a slot if you have bought an Expert tier seat.

I can't guarantee I can accommodate for all time zones.

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 monthly payment plan for each course. Just get in touch using [email protected].

Do you offer a discount for multiple seats?

Yes, I offer a discount for organisations who want to purchase multiple seats for their team. Just send me an email with the details: [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 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 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 [email protected].