Career StarterBuild practical familiarity with the tools and workflows expected in a junior role.
Practise during the course
Understand and try once
Know what it is used for
Understand performance, organise data and communicate what changed.
First-party Google search performance and indexing data.
Read performance reports, inspect a URL, recognise indexing issues and explain clicks, impressions, CTR and average position carefully.
On-site acquisition, behaviour, events and conversions.
Navigate acquisition and landing-page reports, apply comparisons and distinguish users, sessions, events and key events.
The working layer for URLs, exports, formulas and analysis.
Clean an export, filter and sort it, compare lists and summarise a dataset without damaging the source data.
Reusable dashboards and reporting.
Connect a simple data source, choose an appropriate chart and build a clear report without hiding limitations in the data.
A controlled way to deploy measurement tags and triggers.
Understand tags, triggers, variables and preview mode. Do not publish changes on a live site without supervision.
Inspect websites, identify issues and make controlled improvements.
A desktop crawler for technical and on-page site data.
Run a small crawl, filter URLs and investigate status codes, titles, descriptions, headings, canonicals and internal links.
An alternative crawler with prioritised hints and visual audit reports.
Recognise how its reports translate crawl data into issues. Use Screaming Frog or Sitebulb for practice; you do not need to master both.
Publishing, page editing and common CMS workflows.
Edit a page safely, work with headings and links, update basic metadata and distinguish drafts, previews and published changes.
Common WordPress controls for metadata, indexing and sitemaps.
Know where key SEO controls live, but do not treat readability lights or optimisation scores as ranking guarantees.
Mobile and desktop performance using lab and real-world data.
Interpret LCP, INP and CLS, separate field data from lab diagnostics and turn a finding into a useful question for a developer.
Investigate demand, competitors, links and modern search visibility.
Keywords, competitors, backlinks, audits and AI visibility.
Find keywords and competing pages, inspect backlinks and explain why third-party metrics are estimates rather than ground truth.
SEO workflows, market research and AI visibility.
Use the main research workflows and interpret estimates carefully. Familiarity with either Semrush or Ahrefs is more important than mastering both.
Relative interest, comparisons and seasonality over time.
Compare topics or queries, choose the right market and timeframe and avoid presenting relative interest as search volume.
Directional monitoring of prompts, mentions and citations.
Understand what these tools attempt to measure and state prompt, platform and sample limitations before drawing conclusions.