Learn how search
actually works.
Not just what to do.
SEO and digital marketing training for in-house teams, professionals, and students. Built around first principles. So your team can adapt when the tactics change, not just follow a checklist.
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Why checklists
fail your team
when things change.
Most SEO training teaches steps. Update your title tag. Add internal links. Build backlinks from relevant sites. The steps are correct. But a team that only knows the steps doesn’t know what to do when Google changes what it rewards, when a new content format emerges, or when their specific industry requires a different approach.
The training I run teaches the underlying mechanics: why Google uses click engagement data to rank pages, how user satisfaction signals work, what topical authority means and how to build it. When your team understands the why, they can figure out the what for any situation they haven’t seen before.
First principles first
Every training module starts with why Google does what it does. Not just what Google rewards. Understanding the mechanism makes every tactic make more sense.
Industry-specific context
Generic training delivers generic insight. I customise content to your industry, your competitive environment, and the specific challenges your team is dealing with.
Practical application throughout
Theory without practice doesn’t stick. Training includes exercises and real-world application using your actual website, your actual competitors, and your actual market.
Honest about limitations
I teach what’s documented and what I’ve personally verified works in client engagements. I’m explicit about what’s theory, what’s experiment, and what’s proven.
Eight core modules.
Built to fit together.
The curriculum covers the full scope of SEO and digital marketing. from how search engines work to how to measure and report on results.
How search engines work
Crawling, indexing, ranking. How Google actually evaluates content. including user satisfaction signals most people don’t know are in play.
Keyword research
Finding what your audience is searching for, mapping intent, clustering keywords, and prioritising by opportunity and competition.
On-page SEO
Title tags, meta descriptions, content structure, header hierarchy, internal linking, and the content depth required to satisfy search intent.
Technical SEO fundamentals
Crawlability, indexation, page speed, Core Web Vitals, structured data, and how to read a technical audit without being a developer.
Content strategy
Building a content system mapped to buyer stages rather than a publishing schedule. Topical authority and how it compounds over time.
Link building and authority
What makes a backlink valuable, how to build legitimate links at scale, and what to avoid entirely. The honest version of how authority works.
Analytics and reporting
Google Search Console, GA4, and rank tracking. What to measure, what to ignore, and how to report on SEO progress in a way that connects to business outcomes.
Digital marketing integration
How SEO connects to paid media, email marketing, and CRO. Building a growth system where each channel amplifies the others.
Teams and individuals
who want to build
real capability.
Not a certification course. Not a credential programme. A genuine skills transfer for people who need to be able to do this work. or manage it intelligently.
In-house marketing teams
Teams that want to own their SEO strategy and execution rather than be permanently dependent on an agency or consultant.
Digital marketing professionals
Practitioners who want to deepen their understanding of SEO beyond surface-level tactics. especially those working in a broader marketing generalist role.
Business owners and founders
Owners who want to understand what they’re buying when they hire SEO help. And how to know if it’s working.
Students at digital training centres
Students building a foundation in digital marketing who want instruction from someone who practices what they teach with real clients.
Format
In-person or online. Sessions can be delivered at your location, at a training centre, or remotely over video. Format is determined by what works for your team and geography.
Duration
Depends on scope. A single-module workshop can run in half a day. The full curriculum across all eight modules is typically delivered over multiple sessions across several weeks.
Customisation
The curriculum is customised to your industry and team’s starting knowledge level. A team of experienced marketers gets different depth than a team coming to SEO for the first time.
Honest note: This is not a certification course and I don’t issue credentials. What you get is real knowledge from someone who uses these disciplines every day in client engagements. And a team that can apply that knowledge to your actual business, not just pass a multiple-choice exam.
Build the SEO capability
your team is missing.
Tell me about your team, your goals, and your timeline. I’ll tell you what makes sense and what we can build together.