Academy Certification
Semrush
Customer Education
Designed and built a 10-course certification pathway for a marketing platform from the roadmap to lesson scripts, and assessments.
Results
______
Thousands
points above previous average
average NPS score
______
30
of customers and marketers reached
______
81
Challenge
Semrush customers knew they needed SEO, but many weren’t sure how to put it into practice in the platform. The Semrush Academy team wanted a new certification pathway that would teach SEO strategy and platform skills together, so customers could use Semrush with confidence.
Deliverables
Each course combined lessons on SEO strategy with Semrush feature demos and expert advice. This way learners got the "why" and the "how" in the same experience, along with a look at how superusers and SEO experts use Semrush tools in their own work.
I mapped the 10 courses into a progressive framework, so learners built from fundamentals to advanced skills as they worked toward certification. The curriculum was modular, with lesson scripts, worksheets, and assessments that learners could reuse in their own work.
Approach
Certification roadmap and course framework
Lesson outlines and video scripts for all courses
Worksheets and assessments for each course
Modular, reusable curriculum resources
Work Samples
Here are examples of work I created for the project:
Course Worksheet: AI Visibility Essentials with Semrush
I created this worksheet for the AI Visibility Essentials course. It doubles as a formative assessment and a resource customers can reuse to apply learnings to their day-to-day work.
AI Visibility Essentials with Semrush
I partnered with SMEs and the product team to design this course teaching Semrush users about the evolving search landscape, mastering clickless search metrics, developing AI-friendly content strategies, and leveraging Semrush's AI SEO Toolkit.
