SEO Manager Certification

Holistic SEO Course | Tailored for professionals aspiring to become an SEO Manager| Industry-recognised certificate

Blue Array Ltd


£497 inc VAT
Or £55.22/mo. for 9 months... Read more
Study method
Online, self-paced
8 weeks
Access to content
Lifetime access
No formal qualification
80 CPD hours / points
Additional info
  • Exam(s) / assessment(s) is included in price
  • Tutor is available to students
  • Certificate of completion available and is included in the price

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As an SEO Manager, it is often challenging to effect changes within your organisation, especially when working in-house. Ultimately, your goal is to show that you are capable within your role.

Let us take you through the journey with our SEO Manager Certification. With over 20 modules, learn the soft and hard skills that will help you demonstrate ROI to your organisation and get things done within your business.

With more than 200 lessons, tasks and quizzes, we guide you from the audit of your site, all the way to implementing strategies and reporting on your performance.

You will learn to:

  • Audit your website
  • Create and implement an SEO strategy in line with the business goals of your organisation
  • Understand your SEO performance against your competitors
  • Measure the success of your SEO strategy
  • Clearly report your performance within your business
  • Use and configure commonly used SEO tools such as: Google Analytics, Google Search Console, Google Data Studio, SEMrush, Screaming Frog, Ahrefs, Majestic and Content King
  • Be a better advocate of SEO
  • Stay up to date with your SEO knowledge


80 CPD hours / points
Accredited by The CPD Certification Service

Course media


Module 01 - Welcome

  • About this course

Module 02 - How does search work?

  • Market share of search engines
  • SERP features & Google horizontals
  • Crawling, rendering and indexing
  • The notion of crawl budget
  • Basics of HTML
  • Document Object Model (DOM): what is it, and why it is important for SEO?
  • Javascript and modern web frameworks
  • Black hat SEO vs white hat SEO

Module 03 - SEO strategies

  • How to identify your SEO strategy
  • Creating your mid-term SEO strategy
  • Producing your SEO roadmap

Module 04 - Site audit: Checklist & requirements

  • Why audit your site and how often should you do it?
  • Audit requirements
  • Enabling & configuring Google Search Console
  • Enabling & configuring Google Analytics
  • Your technical audit checklist
  • Working with your audit checklist

Module 05 - Technical audit of your site (part 1)

  • Understanding HTTP status codes
  • Robots.txt
  • HTML: Basic checks
  • Checking your site speed
  • Crawling your site with Screaming Frog
  • Checking your internal linking
  • XML sitemap
  • What is mobile-first indexing?

Module 06 - Technical audit of your site (part 2)

  • Checking your legacy URLs with Majestic
  • Canonicals
  • Pagination
  • JavaScript
  • What is AMP and how to test your AMP pages
  • Manual actions check using Google Search Console
  • Index coverage, Sitemap, Speed, Links Reports & Mobile Usability with Google Search Console

Module 07 - Producing a technical backlog

  • Interpreting your crawl data
  • Prioritising your tasks
  • Tips to produce your backlog using a template
  • Your technical backlog template

Module 08 - Benchmarking against your competitors

  • Finding your competitors
  • Domain Authority, Trust Flow and Citation Flow
  • Analysing backlinks profile using Majestic
  • Competitor backlink profile template
  • Performing a keyword gap analysis using SEMrush
  • Keyword gap analysis template
  • How to spot key opportunities

Module 09 - SEO common pitfalls

  • Manual actions
  • Google core updates
  • Using iframes and their impact on SEO
  • Canonicals tags
  • Keyword cannibalisation
  • Keyword stuffing
  • Faceted navigation
  • No results pages
  • Crawling and indexing directives
  • Link disavow

Module 10 - Creating a Keyword Universe

  • Why perform a Keyword Universe?
  • Connecting Google Search Console to Google Sheets
  • Finding keywords using SEMRush and other tools
  • Aggregating your list of keywords
  • Clustering your list of keywords using Keyword Grouper Pro
  • Tips to format your Keyword Universe
  • Your Keyword Universe template / example

Module 11 - Creating your North Star Goal

  • Understanding your business goal
  • North Star concept
  • Criteria of a good North Star Goal
  • How to set a realistic goal
  • Example of a NSG and what was taken into consideration to formulate it
  • Managing expectation (6-12 months effort)
  • Examples of data that GA can provide. Goals, Conversions & Tracking Events

Module 12 - Creating your monthly report

  • How to report on SEO performance
  • What to measure, finding your KPI
  • Integrating your North Star Goal in your report
  • RegEx resources
  • Using Google Search Console with Data Studio
  • Using Google Analytics with Data Studio
  • Creating your reports with Data Studio
  • Reports for your management & your team

Module 13 - Site structure and internal linking

  • Why internal links are important
  • Crawling your site using Screaming Frog and creating your map
  • Understanding link equity and Page Rank
  • URL structure and crawl depth
  • Crawl budget
  • Robot.txt
  • Sitemap
  • Faceted navigation
  • Canonicals

Module 14 - Creating a content strategy

  • Understanding your audience
  • Understanding visitor intent: transactional, navigational and informational queries
  • Auditing your existing content
  • Keyword research for content using SEMrush
  • Keyword competitiveness
  • Using SEMrush to estimate paid traffic cost
  • The (dysfunctional) relationship between paid and organic
  • How SEO can benefit from PPC
  • Keyword mapping and content 'hubs'
  • Meta, Title, H Tags optimisation: Best practices
  • Search Quality Evaluator guidelines
  • How to spot your key opportunities
  • Google Discover
  • How to give recommendations to your content writers

Module 15 - Technical on-page optimisation

  • Checking your canonicals
  • JavaScript & DOM
  • Image SEO
  • Video SEO
  • How to be featured by Google (Schema, Structured Data and Snippets)
  • Testing your page (AMP, Structured Data, Schema)
  • How to write recommendations for your web developers

Module 16 - Local SEO

  • What is local SEO and who is it for?
  • Identifying local searches
  • Creating your Google My Business profile
  • Contact details, phone number & address: consistency across your online presence
  • Optimising your pages for local searches
  • Links from local businesses
  • How to test if your local SEO strategy is successful

Module 17 - International SEO

  • What is international SEO
  • Content, language and translation
  • Duplicate content issues & penalty
  • Domain and URL structure: best practices
  • Geo-redirection
  • How to implement hreflang
  • Sitemap
  • Checking your site using Screaming Frog and identifying issues
  • How to test if your strategy is successful?

Module 18 - SEO for eCommerce

  • URL structure: best practices
  • Pagination
  • Faceted navigation & canonicals
  • Crawl budget
  • Robot.txt
  • Sitemap
  • Crawling your site using Screaming Frog and identifying issues
  • Out of stock & seasonal products
  • Product Structured Data

Module 19 - Backlink strategy

  • Why do you need a backlink strategy?
  • Google algorithm for backlinks
  • Analysing backlinks using Majestic
  • The different types of backlinks
  • Backlinking strategies
  • Tips to acquire quality backlinks
  • How to build and assess your backlink strategy

Module 20 - Maintenance SEO

  • Maintenance SEO & daily checks
  • Google Search Console health checks
  • Tracking keyword rankings
  • Google Alerts
  • Monitoring your site with Content King
  • Ongoing weekly / monthly maintenance

Module 21 - Ongoing learning

  • Additional online resources
  • Useful Google Chrome extensions
  • Books to read
  • YouTube Channels to subscribe to
  • Newsletters to subscribe to
  • Twitter accounts to follow
  • Conferences & events to attend
  • Experimentation and building your own site to test things

Module 22 - Managing SEO in-house

  • Managing expectations of SEO with internal stakeholders
  • Getting the resource you need to do your job
  • Winning the confidence of developers
  • Highlighting success to your business and stakeholders
  • Keeping yourself motivated in-house
  • Hiring your first Executive/Analyst
  • Ongoing advocacy of SEO
  • Managing an agency to support your role

Who is this course for?

  • SEO Executives aspiring to become an SEO Manager
  • In-house SEOs looking to sharpen their skills
  • Online / Digital Marketers wanting to specialise in Search Engine Optimisation
  • Businesses looking to bringing SEO in-house


To complete the task assignments in this course, you will need access to those tools (most are available in free trial)

  • SEMrush
  • Screaming Frog SEO Spider
  • Majestic

Note: even though we highly recommend doing them, the task assignments are not mandatory to complete this course and get certified.

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What does study method mean?

Study method describes the format in which the course will be delivered. At courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

What are CPD hours/points?

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on, many of which can be completed online.

What is a ‘regulated qualification’?

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

What is an ‘endorsed’ course?

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body’s logo if they wish. Certain awarding bodies - such as ABC Awards and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.


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