Too general
Two days of theory that applies to everyone, so nobody can apply it on Monday morning.
Home / SEO training
SEO training: on your website, not on slides.
I train marketing teams, copywriters and business owners. The programme starts from your website and your numbers: you learn by fixing real pages.
- Rattle your competitors.
- Overtake them.
- Protect you from their attacks.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroWho is SEO training for?
SEO training is for people who write, publish or make decisions for a website: marketing teams, copywriters, project managers, business owners. It gives them the reference points to produce pages that rank and to manage a provider.
The problem
Why training changes nothing.
Too technical
Talking about tags to people whose job is to write or sell.
No follow-up
A week later, old habits return. Nobody checks what has been applied.
Three weeks after a training course, what's left?
Your competitors all look alike. Good.
Fig. 1. Your market, as Google sees it. (You're the purple one. Or you could be.)The answer
How I build a training course.
The content depends on who's in the room. We define it together beforehand.
- The diagnosis. A conversation to find out your level, your website and what you want to be able to do afterwards.
- The programme. Selected modules: keyword research, writing, technical, tracking.
- Practice. Every concept is applied immediately to your own pages.
- Follow-up. A check-in a few weeks later to review what has been put in place.
In detail
What the SEO training includes.
A questionnaire before the session
Each participant tells me their role, what they publish and what they struggle with.
A read-through of your website
I go through your pages and analytics before coming, to choose the examples.
Modules à la carte
Keywords, writing, site structure, internal linking, measurement: we keep what's useful to your team.
Corrected exercises
Everyone rewrites a title, an outline or a page of the site, and I correct it in front of the group.
Your working documents
You leave with a brief template and a checklist adapted to your page types.
Feedback on your publications
At the follow-up check-in, I review the pages published since the session and say what to adjust.
Making the choice
Train the team, delegate everything, or learn alone?
| Training on your website | Hand everything to a provider | Learn alone online | |
|---|---|---|---|
| What the team learns | To apply the rules to its own pages | Nothing, the know-how stays with the provider | General notions, to sort through yourself |
| Time required from the team | A few sessions, then practice | Very little | A lot, with no structure |
| Who corrects mistakes | I review the exercises during the session | The provider, without explaining | Nobody |
| What's left afterwards | Reflexes and templates | Dependence on the contract | Scattered notes |
| Suits you if | You publish often in-house | You have nobody to write | Only one person wants to discover the subject |
Training the team and calling on a provider aren't mutually exclusive. A trained team knows what it can do alone and what it should hand over.
It's for you if…
- Your copywriters publish regularly and the pages stay barely visible on Google
- You're preparing a redesign and the team needs to know the rules before writing
- You've just hired someone in marketing who has to take charge of the website
- You want to review your agency's work with an informed eye
It's not for you if…
- Nobody on the team publishes on the website
- You want a lecture with no exercises
- You expect a list of tricks to get round Google's rules
- You can't show me any of the site's analytics
In pictures
What well-run SEO looks like.
In practice
What you get.
- A programme tailored to your team
- Exercises on your own website
- Reusable templates (briefs, checklists)
- A follow-up check-in after the training
- A trainer who practises every day
Pricing
How much does SEO training cost?
I price the training once the programme is defined. Here's what makes the amount vary.
- The number of modules chosen
- The difference in level between participants
- The analysis work on your pages before the session
- The follow-up you want after the training
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
Who you're talking to
Your SEO consultant: a business owner, not just an SEO.
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
SEO training: frequently asked questions.
In person or remote?
Both. In person at your premises, or by video call in half-day sessions.
For how many people?
From one to about ten. Beyond that, you lose practice time.
Can the training be funded?
It depends on your situation and your funding body. We check this together before scheduling the session.
Who should attend the SEO training?
The people who write and publish on the website, and the person who signs off their work. If the business owner attends the start, they then know what to ask of the team.
Can beginners and advanced profiles be mixed?
Yes, if the gap stays reasonable. When it's too wide, I suggest two groups, so everyone moves at their own pace.
What access do you need before the session?
I ask to view your analytics and your Google search data, with no editing rights. I use them to choose which pages to work on.
Does the training cover writing with AI?
Yes, if your team uses it. I show how to review and enrich a text produced by ChatGPT or Mistral, so it brings information specific to your business.
Our website is managed by a web agency. Is the training still useful?
Yes. Your team learns what's down to them, such as copy and titles, and what they should ask the agency for.
Who runs the training?
Me, from start to finish. I've been doing SEO for fifteen years, I've co-written four books and I run my own online shops. The examples come from that day-to-day work.
See also
Training and talks
Support services
30 minutes · video call · with me
Be the one they remember.
Together we look at where you stand on Google and in AI, and what should change first.
Book a callFig. 2. A K. (The landscape was missing one.)