We teach people how to find what's broken
Started in 2015 because too many websites were getting generic advice instead of actual diagnostics. We focus on showing you how to spot the real issues that affect rankings.
How we got here
Linnea started doing technical audits for agencies back in 2014. She kept seeing the same pattern: clients would get 40-page reports full of recommendations, but no one could explain which issues actually mattered or where to start.
The breakthrough came when she began teaching small groups how to read crawl data themselves. People who couldn't tell a redirect chain from a canonical issue were finding critical problems within weeks.
Linnea Virtanen
SEO Curriculum Architect
Builds the course structure and decides what techniques actually deserve your attention. Spent six years doing site audits for e-commerce platforms before realizing most problems fell into about twelve categories. Now teaches those patterns instead of endless edge cases.
Tomáš Havel
Analytics Training Specialist
Handles the data interpretation side of audits. Used to work in conversion optimization, which meant learning to separate signal from noise in analytics. Teaches you how to spot when traffic drops actually mean something versus normal fluctuation.
What matters to us
Real diagnostic skills
We teach you to identify the difference between cosmetic issues and structural problems. You learn to prioritize fixes based on actual impact, not just tool severity scores.
Pattern recognition
Most site issues follow recognizable patterns once you know what to look for. We focus on teaching those patterns so you can diagnose faster and more accurately over time.
Evidence-based decisions
Every recommendation should be backed by data you can actually show someone. We teach you to document findings in ways that make sense to developers and stakeholders.
Practical application
Theory matters, but only if you can apply it. All our training uses real site examples with messy data, not clean academic scenarios that never happen in practice.
Continuous learning
Search algorithms change, tools evolve, new problems emerge. We update content based on what's actually affecting sites right now, not what mattered two years ago.
Remote accessibility
Learn from wherever works for you. All sessions are designed for remote participation with full recordings, so you can fit training around your actual schedule.