Your Entry Point
Different roles, different gaps. This page maps common situations to the module that addresses them most directly.
Identify the description that fits your current situation and follow it to the recommended starting point.
Starting from zero
You've been asked to manage or oversee search and you're not sure where to begin. Vendor calls are happening. Reports are arriving. You need a foundation before anything else.
Overwhelmed by findings
A vendor delivered a lengthy audit report. There are dozens of items. You're not sure which ones matter, which ones can wait, and which ones are just filler.
Making sense of performance changes
Organic traffic declined and your vendor's explanation didn't fully land. You want to understand what actually causes traffic changes and what the data should look like.
Assessing proposals and claims
You're reviewing proposals or starting a new agency relationship. You need to know what questions to ask and what answers should raise concern before you sign anything.
Connecting content to search strategy
You oversee content production and want to understand how search intent, keyword selection, and content structure affect whether pages actually rank.
Protecting visibility through technical changes
You're managing a site rebuild, platform migration, or structural overhaul. Technical SEO decisions made during these projects can affect organic visibility for months.
If your team is starting from scratch and wants a comprehensive overview, the modules work well in sequence. Each one builds on concepts introduced in the previous one, and together they cover the full scope of what an informed marketing manager needs to understand about search.
Most teams work through the program over four to six weeks, with one module per week and time for discussion between sessions. There's no fixed timeline requirement.
Ask us a question
No. Module 01 starts from the very beginning. The program assumes no prior knowledge of search or digital marketing beyond a general familiarity with how websites work.
Yes, and many teams find that more useful than individual study. Working through material together creates shared language and makes vendor management conversations more consistent across the team.
The paths above cover common entry points, but they're not exhaustive. If your situation is different, the contact page is the best place to explain what you're facing and get a more specific recommendation.
Core concepts in search are more stable than the industry's noise suggests. Modules are reviewed periodically and updated when foundational understanding of how search works has materially changed.