What the program covers
Six focused modules, each built around a specific area of SEO analysis. The structure follows the sequence a working analyst would actually use — from data collection through to reporting and decision-making.
The program spans eight weeks of structured sessions. Each module includes live demonstrations, annotated data sets from real campaigns, and hands-on exercises using tools like Google Search Console, Ahrefs, Screaming Frog, and Looker Studio.
Participants work through scenarios that reflect the kind of ambiguous, imperfect data that shows up in actual client accounts — not clean textbook examples.
Crawl data and site structure
How crawlers move through a site, what the data reveals about indexation gaps, and when crawl budget becomes a real concern.
- Log file analysis basics
- Crawl depth mapping
- Redirect chain diagnosis
Keyword signal interpretation
Reading GSC impressions, CTR patterns, and position data to identify where a page is genuinely competitive and where it is losing ground quietly.
- GSC query segmentation
- Cannibalization detection
- Search intent alignment
Link profile analysis
Beyond domain rating — assessing link quality, topical relevance, anchor distribution, and what a link gap actually means in a competitive context.
- Referring domain audit
- Anchor text patterns
- Competitive gap mapping
Content performance metrics
Combining engagement signals with ranking data to understand which pages are pulling their weight and which ones are dragging overall domain performance.
- Scroll depth and dwell time
- Content decay identification
- GA4 + GSC data merge
Ranking volatility and SERP shifts
How to distinguish algorithm updates from seasonal change, manual penalties, and normal ranking fluctuation — and what each pattern calls for in response.
- Volatility tool comparison
- Update timeline correlation
- SERP feature tracking
Reporting and stakeholder communication
Structuring SEO reports that non-technical audiences can actually use — prioritising what matters, framing findings as decisions, not just data points.
- Looker Studio dashboard build
- Executive summary format
- Priority matrix method
Who leads the sessions
Each instructor brings a working practice, not just subject knowledge. Sessions reflect the decisions and dead ends that come with actual client work.
Tobias Orendt
Senior SEO Strategist — Modules 1 & 2
Tobias has spent eleven years working on technical SEO for e-commerce and publishing clients across North America. He leads the crawl data and keyword signal modules, drawing heavily from log file work he has done on sites with complex faceted navigation.
Petra Nylund
Technical Analytics Lead — Modules 3 & 4
Petra's background is in data infrastructure before SEO, which shapes how she approaches measurement. Her sessions on content performance are built around connecting GA4 behavioural data to GSC ranking signals — a gap most SEO training leaves unaddressed.
Aleksei Voronin
Content Performance Specialist — Module 5
Aleksei focuses on ranking volatility — specifically the period after a Google core update when signals are unstable and teams feel pressure to react. He teaches a structured approach to separating noise from meaningful signal before deciding what to change.
Yusuf Agbayani
Link Intelligence Analyst — Module 6
Yusuf's session on link profile analysis covers what most link tools obscure: the difference between a high-volume link profile and a useful one. He also leads the reporting module, having spent years translating SEO findings for boards and non-technical marketing leads.
Enrol in the next cohort
The program runs with a small group each cycle — enough to allow real discussion and individual attention during live sessions. Spots fill a few weeks before each cohort opens, so reaching out early makes sense if you have questions before deciding.
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