At Twogether Digital, we are firm believers that you don’t necessarily need to outsource every part of your SEO campaign.
If you already have an experienced marketing team, many of the activities that make SEO successful can become part of the work you’re already doing.
The problem internal teams often have is knowing what good SEO looks like, how the different pieces fit together and how to make it part of your team’s normal marketing process.
Our in-house SEO training for marketing teams builds that capability, helping your business save money on external SEO support.
Rather than teaching SEO in isolation, we work with your actual website, services, content and search opportunities to help your team develop practical SEO and AI-search skills they can use every week.
The aim isn’t to turn your marketers into SEO specialists. Instead, it’s to help them make better search decisions independently, embed mature SEO practices across their marketing activity and understand when specialist support is still needed.
A practical 7-workshop SEO & AI Search training programme
Our SEO & GEO training programme is built around the key capabilities an in-house marketing team needs to manage SEO and GEO more confidently.
You can undertake the full programme or choose the workshops that best match your team’s current skills and priorities.
Each session is practical, tailored to your business and uses real examples from your own website to aid understanding.
Workshop 1: Finding what your customers search for
Keyword research and search intent
Before creating or optimising anything, your team needs to understand how your clients are searching and what type of content they expect to find.
This workshop covers:
- How to find relevant commercial and informational keywords.
- How to understand search intent.
- How to assess SERPs rather than relying only on keyword tools.
- How to identify client questions.
- How to map keywords to existing pages.
- How to recognise content gaps on your own website.
- How to decide whether to optimise an existing page or create something new.
- How to avoid keyword cannibalisation.
Workshop 2: Creating pages that search engines and AI want to surface
Practical steps to on-page SEO & GEO.
This workshop focuses on how to write pages so that search engines and people find them clear, useful and easy to understand.
We cover:
- Optimising service pages and blogs, including URLs, meta titles and descriptions, H1s, H2s and H3s, and Calls To Action (CTAs).
- Determining primary and secondary keywords, along with keyword placement and how to avoid keyword stuffing.
- Topic depth: What it is, why it helps, internal links and anchor text.
At the end of the workshop, your team should be able to optimise one of your existing service or commercial pages and will be able to take home an on-page checklist that can be used over and over again on your own website.
Workshop 3: How AI has changed everything
AI search for marketing teams
It’s no exaggeration to say that AI has completely changed how people discover, compare and evaluate businesses.
This workshop helps your team understand how AI systems retrieve and synthesise information, and what you can do to make your content more useful and retrievable.
We cover:
- Defining AEO, GEO, LLM SEO and all the other acronyms!
- How GEO fits alongside traditional SEO.
- How AI search works: query fan-out and information retrieval.
- How to find out how your clients are using AI tools for commercial queries: AI prompt research.
- How to write content that AI can cite.
- How to increase the chances that your content is cited: building on-page authority.
At the end of the workshop, your team will walk away with a template that helps them create content that is more likely to be cited by AI tools.
Workshop 4: Building brand authority
Why off-page authority matters even more in the age of AI.
Publishing content regularly does not automatically mean that your website gets cited. Search engines and AI tools need to know that they can trust your brand. This workshop will help you build authority ethically.
We cover:
- On-page signals: author attribution, team bios, social proof, freshness, and update signals.
- Off-page signals: third-party websites that matter.
- Strategies for generating little votes of confidence.
- Choosing worthwhile content topics that generate links organically.
Your team will walk away with a method for building little votes of confidence from third-party websites that build brand authority over time, ethically.
Workshop 5: Building topic authority
Content clusters, internal links and repurposing
This workshop helps your team move away from ad hoc content creation and towards a connected content ecosystem.
We cover:
- Supporting priority services with topic clusters: pillar and service pages, supporting articles, internal linking and anchor text.
- Content hierarchy: why it matters.
- How to identify content gaps.
- Building a content marketing ecosystem without burning out: repurposing webinars, podcasts, blogs and reports.
- Using LinkedIn content to support website visibility.
- Deciding what content to create next.
Workshop 6: Running SEO & GEO In-House
Measurement, optimisation and internal workflow
Publishing is only part of the process when undertaking an SEO/GEO campaign.
This workshop helps your team understand how to monitor performance and build search visibility into the way marketing activity is planned and reviewed.
We cover:
- Helpful tools you need to know: Google Search Console, GA4.
- How to tell if your optimisation is working: keyword visibility, page-level performance, conversions, AI visibility where appropriate.
- How to tell what “lever” to pull to improve visibility.
- Creating a monthly SEO review process.
- Embedding SEO into campaign workflows.
- Reporting SEO internally.
We also help formalise a repeatable process for your content creation.
Teams will walk away with a practical SEO/GEO operating process that they can adapt to your organisation.
Workshop 7: Building an SEO & GEO strategy and roadmap
For marketing managers and senior marketers
The final workshop focuses on strategic ownership.
It is designed for the people responsible for deciding where SEO fits within the wider marketing plan and how internal resources should be used.
We cover:
- Defining commercial SEO objectives.
- Identifying priority services.
- Evaluating opportunity vs business value.
- Measuring competitor visibility.
- Deciding what should be outsourced and what should stay in-house.
- Setting realistic KPIs.
- Building 90-day priorities.
- Creating a 12-month roadmap.
- Aligning SEO and GEO with wider marketing activity.
Your team should walk away understanding how to create a 90-day action plan and longer-term strategic roadmap.
Choose the full programme or build your own
Not every organisation needs all seven workshops.
Some teams may already be confident with keyword research and on-page optimisation but need support with GEO, content architecture or measurement. Others may be starting from a much earlier stage and benefit from following the full sequence.
Whether you choose the full programme or individual workshops, our SEO team training is designed around the skills your marketers actually need to develop.
We can therefore structure the training in three ways:
Bespoke SEO training built around your business, not a generic SEO course
Every organisation starts from a different place, which is why our SEO workshops are tailored around your team, website, services and existing level of SEO maturity.
Your team may already understand keyword research but struggle with content structure. Or, you may have strong writers who aren’t confident interpreting search intent. We therefore start by understanding:
- Your team.
- Your existing SEO knowledge.
- Your marketing processes.
- Your website.
- Your services.
- Current organic performance.
- Priority search opportunities.
- Where external support is currently required.
We can then build the programme around those gaps.
The training uses your business as the working material, so sessions can produce real outputs such as keyword maps, topic clusters and SEO workflows
The aim is for the work completed during training to feed directly into your marketing activity.
Training doesn't mean doing everything yourself
Bringing more SEO in-house shouldn't mean removing specialist expertise altogether.
There are activities your marketing team can sensibly own, and others where specialist input will still save time or reduce risk. Your team may become confident managing on-page activities such as: keyword research around known services, page optimisation and article structure.
While external support may still make sense for:
- Technical SEO.
- Website migrations.
- Complex website architecture.
- Advanced competitor analysis.
- Specialist audits.
- Major strategic decisions.
- Analytics problems.
- Periodic opportunity analysis.
The objective of our training isn’t to ensure you never use an SEO specialist again. Instead, it’s to equip your team to handle more of the daily work in-house and encourage you to use specialist support where specialist value is genuinely needed.
Do you need SEO training or SEO consultancy?
Sometimes, SEO training might not be the right solution for your situation. The right service depends on the problem you're trying to solve. During your discovery session, we may recommend an SEO consultancy service, rather than training, or some combination.
SEO Training
Training makes sense when the main barrier is capability. In this situation, you may have the capacity to execute the work but need stronger skills, processes or confidence. In this instance, our SEO & GEO Training Programme would be the perfect solution.
SEO Consultancy
Consultancy makes more sense when your team can perform the work but needs strategic direction, analysis or specialist problem-solving.
Discover our SEO Consultancy serviceMeet our trainers
Hannah’s first role was as a qualified teacher of secondary education (PGCE). Her 8 years’ experience in a local secondary school gave her a strong background in teaching and training in general.
She regularly taught KS3 and GCSE subjects to teenagers and frequently trained other members of staff in topics such as classroom management and how to teach an outstanding lesson.
Hannah has worked in marketing since 2017, and has made SEO and GEO a specialism of hers, implementing many of her strategies on companies in Birmingham and the wider UK.
This background has given Hannah a fantastic understanding of how to successfully train people with a wide range of learning needs (from Special Educational Needs through to Gifted and Talented) and learning styles (e.g. visual, auditory, kinaesthetic).
Communicative, clear and personable, Hannah aims to explain SEO & GEO in a way that is easy for beginners to understand.
Build SEO capability that stays inside your organisation
SEO works best when it isn’t something that gets bolted onto marketing at the end.
The more your team understands search intent, content structure, topical authority, internal linking, measurement and AI search, the easier it becomes to incorporate those considerations into everyday marketing decisions.
That’s what our SEO and GEO training is designed to achieve.
Our SEO & AI Search training is not another generic course that is attempting to turn your marketing team into technical SEO specialists.
Instead, it’s a practical programme for embedding stronger search practices inside the team you already have.
Frequently Asked Questions (FAQs)
Do you provide corporate SEO training?
Yes. We provide bespoke SEO and GEO training for in-house marketing teams, with sessions tailored around your organisation’s website, services and existing level of search expertise.
Are the sessions available in-person or online?
We prefer delivering our sessions online, as it allows hybrid teams to connect. However, we can deliver in-person training. Businesses requesting in-person training will be charged travel expenses on top of the workshop programme fee.
Is your SEO training designed for SEO specialists?
No. Our training is primarily designed for in-house marketing teams that want to embed stronger SEO and GEO practices into their existing marketing activity. The programme isn’t designed as professional development for SEO specialists or as a course for people looking to start a career in SEO.