5 Things To Know Before Choosing an SEO Training Course

SEO training can get anyone up to speed on SEO, from the foundations to the latest tactics. But choosing the right course can be hard. If you’re exploring SEO training options but aren’t sure where to start, this guide will help you.

1. SEO Training Is for Everyone Across Departments
   • Business Owners or C-Suite
   • Marketing Managers
   • IT Professionals
2. SEO Training Can Future Proof Your SEO Program and Career
   • Beginners
   • Intermediate Professionals
   • Advanced Practitioners
3. SEO Training Can Cover Broad or Niche Topics
4. There Are Different Formats to Choose From
5. Do Your Research Before Signing Up
   • Expertise
   • Relevance
   • Format
   • Content
   • Reviews

• In-Person SEO Training With Bruce Clay
• Final Thoughts
• FAQ: How can SEO training help improve my business’s online visibility, traffic and overall performance?

 

1. SEO Training Is for Everyone Across Departments

It’s obvious that a marketing department would benefit from SEO training, but a website represents much more than just marketing.

As the hub of a brand online, a website supports business goals in many ways. Ultimately. different teams across a company have a stake in how the website performs for the business and its audience.

So, who should consider SEO training? Let’s look closer at a few different roles.

Business Owners or C-Suite

Small business owners or corporate officers — whether they know it or not — should have an interest in search engine optimization.

First and foremost, SEO drives traffic to a website, often more than any other channel. For some industries, that figure is upwards of 50% of traffic to a site, according to BrightEdge research.

C-suite roles vary from CEO and CMO to CFO, COO and beyond. Yet they all stand to benefit from knowing how SEO can impact their goals.

It’s not just the bottom line — although BrightEdge data shows that B2B and tech companies generate 2X more revenue from organic search than other channels — the benefits can be more nuanced than that.

For instance, CFOs will need to understand how SEO can impact the business so they can make investment decisions. CTOs want to be sure websites stay innovative and perform well.

Marketing Managers

On the more tactical side of the business are the marketing managers, who focus on implementing C-Suite or business owner strategies.

Because marketing managers typically oversee bringing in the right people to implement the strategies, and are also responsible for tracking KPIs, they need to understand how SEO works.

Having a better understanding of the inner workings of SEO means they will bring on the right people and focus on the right KPIs.

They will also be able to have more intelligent conversations about SEO with their direct reports as well as their teams. And they will better understand how to leverage SEO to support their marketing initiatives.

All in all, this leads to a more informed, strategic approach to marketing campaigns.

IT Professionals

Another role that’s important in moving SEO initiatives forward (but may not be so obvious) is the IT department.

Sometimes, technical SEO initiatives need the IT team to be on board, for example, if you need to update aspects of site speed and performance, security or make updates to the content management system.

via GIPHY

When IT knows that the updates or technical fixes you are requesting have weight, you may be able to move them forward faster.

When all your teams are synced on the importance of SEO, they can work together, not in silos, to impact your business goals.

This is not just theory, check out my article on what happened when one major auto brand made SEO a company-wide initiative in CMO Directive: Think SEO or Work Somewhere Else.

2. SEO Training Can Future Proof Your SEO Program and Career

Gaining the skills you need to succeed in SEO not only helps you advance your career or business, but it also helps you create SEO programs that stand the test of time.

No matter what stage of the game you’re in, SEO training can positively impact your career, from beginner to advanced:

Beginners

SEO training can give a solid foundation of SEO knowledge by covering essential concepts. This helps newcomers understand the basics so they can begin to practice SEO.

Intermediate Professionals

For those with prior experience, SEO training can help these professionals focus more on advanced techniques so they can handle more complex SEO challenges or approaches.

At this stage in their career, some SEOs may begin to niche their skillset, focusing more heavily on one aspect of SEO or, on the other hand, broadening their skillset.

According to SEOjobs.com, companies are seeking senior-level SEO talent more and more. So SEO training is an easy way to uplevel skills.

Advanced Practitioners

Experienced SEOs never stop learning. My team at Bruce Clay Inc. builds continuing education into their work time by staying up to date on changes — on a daily basis.

Anecdotally, I’ve experienced SEOs returning to my SEO training classes annually as part of their ongoing professional development.

This is because SEO training can give professionals the opportunity to work through difficult SEO challenges during training by networking with peers and teachers and discovering new techniques they may not have thought of.

When you invest in your SEO education, you don’t become stagnant. And SEO demands dynamic professionals who keep up with the latest trends and best practices.

Related: 7 Ways SEO Training Helps You Succeed in SEO.

3. SEO Training Can Cover Broad or Niche Topics

Some SEO professionals are generalists, and some are known for their specific types of SEO.

Over the years, these professionals have moved towards the type of SEO they know best and love to do, and they continue to hone their strengths in those areas.

But it doesn’t come without learning and implementation. This is where SEO training can be helpful. Luckily, there are always webinars, training courses, and conferences about SEO, and many of them dive deep into a specific topic.

But that doesn’t mean you should disregard the foundational concepts, either.

To find your unique edge, start by building a strong foundation across all essential SEO disciplines, then refine and focus on one or two areas that align with your expertise and past successes.

Regardless of your specialization, there are core competencies every SEO should master to drive impactful results for clients.

These include:

• Conducting SEO website audits for pinpointing site issues.
• Performing keyword research, analysis and content mapping to align content with user intent.
• Earning high-quality links to boost domain authority.
• Mastering technical SEO to ensure site health and performance.
• Applying website architecture best practices for a seamless user experience.
• Understanding algorithms and SERPs to stay ahead of ranking shifts.
• Conducting competitive analysis to spot opportunities.
• Leveraging web analytics and SEO tools for data-driven decision-making.
• Developing optimized content that meets user needs and captures search intent.

For more, check out my article on Search Engine Land, How to Become Exceptional at SEO.

4. There Are Different Formats to Choose From

Conferences, webinars, local meetups, SEO publications, blogs, social media, forums, training courses, SEO books — there’s no shortage of resources when it comes to learning SEO.

Some people prefer in-person SEO training, while others want to learn online. Some like to learn at their own pace, while others want real-time training.

In fact, did you know that different generations prefer different types of learning?

The good news is that there are many different formats to choose from, and picking the right one helps increase your chances of success.

For example, we recently broke down the differences between in-person vs. online SEO training, looking at factors such as:

1. The learning environment: In-person offers a more structured, immersive setting, and online learning provides more flexibility.
2. Networking opportunities: In-person training allows for direct networking, while some online courses can offer virtual networking options.
3. Accessibility and cost: Online options generally reduce travel costs and are more accessible for learners with tight schedules.
4. Hands-on interaction: In-person classes can offer hands-on help in real time, but online training can also offer engagement through live support.
5. Self-paced vs. real-time learning: Online formats are often self-paced for independent learning, whereas in-person classes follow a set schedule.

Choosing the best SEO training format makes it more enjoyable and in line with your needs, so be sure to explore what’s out there before you sign up.

Do you learn better by attending a class in person? Bruce is hosting his next In-Person SEO Training course January 28–30, 2025. Sign up before Saturday, December 28 to get $400 off registration.

Register Now

5. Do Your Research Before Signing Up

With so many options out there, you really need to take a methodical approach to picking an SEO training course.

Consider setting up a spreadsheet and coming up with some parameters for the things that are important to you.

Here are some ideas to get you started:

Expertise

Make sure the instructors are teaching sound SEO practices. Usually, that means they will have been practicing SEO for many years and have made a name for themselves.

You can look for things like whether they are published in reputable SEO sources, have managed successful campaigns or hold industry-recognized certifications.

Relevance

SEO covers a lot of ground, so look for a course that hones in on your specific needs.

If your goals include local SEO, e-commerce optimization or technical SEO, check if the curriculum covers these areas in depth.

The best holistic SEO training courses are structured around both core SEO foundations and more tailored modules.

Format

Are you more of an active learner? Do you prefer to study independently?

As I mentioned earlier, choosing an effective SEO training format depends upon your own individual preferences and will have an effect on your success.

If you’re not sure, ask to preview the format before committing.

Content

SEO evolves quickly, so learning outdated techniques could set you back.

The best courses offer regular updates to the content, and some even provide graduates with access to refreshed content.

SEO membership sites like ours offer ongoing content access for the lifetime of the membership, keeping you informed of industry changes and current SEO strategies to stay ahead of your competitors.

Reviews

Finally, one effective way of assessing whether a course is worth your while is to examine its reviews. Positive testimonials and student success stories often signal courses that deliver.

In-Person SEO Training With Bruce Clay

By the way, I’m happy to mention that we are once again hosting my popular In-Person SEO Training course in 2025:

• January 28–30
• April 15–17
• August 12–14
• October 7–9

If you need to master SEO and start ranking now, this course is for you.

Over three days, I give you an in-depth exploration of all things SEO, from fundamentals and best practices to advanced techniques and strategies. When finished with the course, you’ll immediately be able to use what you learned to optimize website and SEO performance.

Signing up early or bringing several members can qualify you for discounts. I hope you’ll join me!

Register Here

Final Thoughts

With the right SEO training, you can take your skills — and your company’s or clients’ online performance to the next level.

Whether you’re a beginner building foundational knowledge, an intermediate professional seeking new techniques or an advanced practitioner looking to stay on the cutting edge, SEO training offers tons of benefits.

When you carefully choose the best training format and content for your needs, you’re setting yourself up to make a real impact.

Need quality SEO training? We’ve got you covered. Whether you prefer online SEO learning or an in-person classroom training environment, there’s no better way to learn how to do SEO than by training with Bruce Clay.

FAQ: How can SEO training help improve my business’s online visibility, traffic and overall performance?

SEO training is a vital part of today’s marketing strategies. Why? It arms you and your business with the skills to get noticed online, bring in more website visitors and drive business growth.

With SEO training, you dive into various topics. Think keyword research, on-page optimization, link building, using analytics tools and much more. Training covers all the essentials to help you build a strong online presence.

Picture this: You learn how to master keyword research, and suddenly you know exactly what your customers want. So, you tweak your content just right. Suddenly, your site ranks higher, and your audience thinks, “This is exactly what I was looking for!” That’s just a sliver of what SEO training can do for you.

Another key lesson in SEO training is on-page optimization, which is all about making each web page shine in the search results. You learn how to optimize on-page elements like meta tags, headings and site structure. A website that’s easy to navigate and understand isn’t just for search engines; it keeps visitors happy, making them stay on your site longer.

Don’t overlook link building, which is important in boosting your site’s credibility. SEO training shows you how to get those quality backlinks from trusted sources. You’ll learn how to create content so good that others can’t help but link to it. That’s the magic of link building.

Analytics is your secret weapon. Tools like Google Analytics help you track how your site is doing. SEO training teaches you to analyze data and use it to make intelligent moves that keep you at the top of the game. SEO goes beyond numbers — it involves understanding your audience behavior and adapting strategies accordingly.

SEO training clears up common headaches, like low traffic or being invisible online. These challenges are overcome when you apply what you learn in training. You learn what search engines care about and align your goals with those standards.

Step-by-Step Procedure

1. Dive into a detailed SEO audit to spot strengths and weaknesses.
2. Craft a keyword strategy using both short-tail and long-tail keywords.
3. Fine-tune your site’s on-page elements (meta tags, URLs, etc.)
4. Develop high-quality content that speaks to your audience.
5. Develop an effective link-building plan in order to secure valuable backlinks.
6. Use SEO tools to monitor performance and track metrics.
7. Embrace technical SEO to improve speed and mobile response.
8. Keep abreast of SEO trends and algorithm updates.
9. Build a community around your brand to drive engagement.
10. Work with other businesses and influencers to widen your reach.
11. Try different SEO techniques and see what works best.
12. Review and tweak your strategies based on data.
13. Keep investing in SEO training for your team.
14. Make SEO a part of your company culture.
15. Set clear goals and track them over time.
16. Leverage user-generated content to boost your reputation.
17. Explore new tech and tools to sharpen your SEO process.
18. Strengthen your brand presence with consistent messaging.
19. Use local SEO to attract nearby customers.
20. Watch competitors and carve out your unique path.
21. Stick to ethical SEO practices to build trust.
22. Adjust to customer feedback to meet their needs.
23. Plan a content calendar for regular publication.
24. Calculate and demonstrate the return on investment (ROI) of your SEO initiatives to show their worth.

SEO training can be transformative for businesses requiring increased online visibility and improved SEO performance. SEO education gives companies and professionals alike an in-depth knowledge of search. For businesses of any size, training provides invaluable skills necessary for successfully competing online.