In-House Search Training Program — The Search Marketing Group
We Train — In-House Search Program

Train Your Team
to Own Your
Market.

A premium, done-with-you engagement that turns your internal marketing team into a capable, confident search operation — without hiring a full agency.

Just enough to be dangerous. Built for law firms, medspa groups, dental practices, and regional healthcare providers.
TSMG In-House SEO Training
3
Phases — sold separately
13+
Years of agency experience behind it
Who this is built for

Professional Service Businesses
Ready to Compete from Within.

⚖
Law Firms

5+ attorneys with a marketing coordinator who handles everything but owns nothing strategically.

Personal injury · Family law · Criminal defense · Business law
✦
Medspa & Aesthetics

Multi-location practices spending heavily on ads but leaving organic search completely untouched.

Botox · Laser · Injectables · Skin clinics · Wellness
+
Dental & Healthcare

Growing practices with in-house staff who need a search foundation before hiring their next marketer.

General · Cosmetic · Ortho · Specialty practices · Multi-location groups
◈
B2B Professional Services

Regional firms — accounting, consulting, financial services — with marketing budgets worth protecting.

CPA firms · RIAs · Consultants · Insurance · Wealth management
The problem we solve

You Hired a
Marketer. Now
What?

Most professional service firms have someone handling marketing. What they don't have is a strategy, a foundation, or anyone who can actually teach their team what to do with it.

That's exactly what this program fixes.

01
Your team is active but not strategic
They post on social, update the website, manage Google Ads — but nobody owns a real SEO or AIO strategy. Everything is reactive.
02
Your agency isn't teaching you anything
You pay a retainer every month and get a report. But if that agency disappeared tomorrow, your team would have nothing to show for it.
03
AI search is changing the game
ChatGPT, Perplexity, and Google AI Overviews are replacing the first page of results. Most in-house teams have no idea how to compete in this new landscape.
04
Nobody is accountable to goals
Without a monthly scorecard, goals, and a real task system, in-house marketing drifts. Efforts are high, results are unclear.
The program
Three Phases.
One Foundation.
Each phase is sold separately. Most clients begin with Phase 1 and move through the program at their own pace.
1
Phase One
Foundation Audit
& Buildout

Before your team can execute anything, we need to know exactly where you stand. This phase is all deliverables — we do the heavy lifting so your team starts from a clean, optimized foundation.

⏱ Minimum 30-day engagement
Start with Phase 1
Full Technical SEO Audit
Title tags, H1s, schema markup, site speed, crawlability, internal linking, mobile — everything reviewed and prioritized.
AIO Readiness Assessment
How your firm currently appears in ChatGPT, Perplexity, and Google AI Overviews — and what it takes to get cited.
Competitor Gap Analysis
Your top 3 competitors mapped across organic, local, and AI search — so you know exactly where the opportunity is.
Custom 6-Month SEO & AIO Roadmap
A prioritized action plan built specifically for your team to execute — not generic recommendations, your actual playbook.
On-Page Optimization of Top 5 Pages
We implement — not just recommend. Your highest-priority pages are optimized and delivered.
Directory & Citation Buildout
NAP consistency, Google Business Profile optimization, and industry-specific directory listings completed.
GA4 & Google Search Console Setup
Baseline reporting dashboard configured so your team can track performance from day one.
2
Phase Two
The Training
Intensive

Two to three days of hands-on training directly inside your accounts. Not slides. Not a webinar. Real implementation with your team, in your actual Google Search Console, GA4, and Google Ads.

📍 Virtual or on-site — STL, NOLA, CHI and nationwide
Book the Training Intensive
Day 1 — SEO Fundamentals
Keyword strategy for your industry, on-page optimization in your CMS, content frameworks that rank. Live implementation, not theory.
Day 2 — AIO & AI Search
How to get cited in AI answers, E-E-A-T signals, structured data, and prompt-friendly content. The stuff most agencies aren't teaching yet.
Day 3 (Optional) — Google Ads Basics
Campaign structure, match types, negative keywords, reading your reports, and knowing when something is wrong. Enough to hold an agency accountable.
Custom Post-Training Playbook
Your keywords, your content calendar, your monthly checklist — delivered after training so your team knows exactly what to do next month and the month after.
Link Building & Digital PR Guide
A custom guide to earning mentions, getting cited in local business journals, podcast placements, and HARO-style opportunities in your market. We teach the strategy — your team executes.
30-Day Email Support Window
Questions after training? We're available by email for 30 days post-engagement to make sure nothing slips through the cracks.
3
Phase Three
Growth Accountability
Retainer

Training without accountability is just information. This monthly retainer keeps your team on track — with clear goals, a real scorecard, and a strategist in their corner every single month.

🔄 Month-to-month — no long-term contract
Add Monthly Accountability
Monthly Goal Setting Session
We open every month with clear, specific priorities — not vague direction. Your team knows exactly what success looks like this month.
Prioritized Task Scorecard
A custom spreadsheet with your actual to-do list, ranked by impact. Updated monthly so nothing important gets buried.
Two 60-Minute Strategy Calls
Review performance against goals, adjust priorities, answer questions, troubleshoot anything that came up. Real coaching, not a status update.
Monthly Audit of In-House Work
We review what your team published and implemented — catching errors before they compound and flagging wins worth replicating.
Algorithm & AIO Update Briefings
When Google or AI search changes, you hear about it from us first — with a plain-English explanation of what it means for your business.
Monthly Link Building Targets
3–5 specific, actionable opportunities each month — podcasts, directories, publications, or partnerships your team can actually pursue.
Who delivers this

13+ Years of
Agency Experience.
In Your Accounts.

This isn't a course platform or a junior coordinator reading from a script. Every engagement is led by a senior practitioner with over a decade of agency-side search marketing experience.

We've built SEO strategies for law firms, healthcare practices, medspa groups, and B2B companies across St. Louis, New Orleans, and Chicago. We know your industry and we know your market.

13+ years of agency-side digital marketing experience
Specialty in law, healthcare, dental, and professional services
Active practitioner — we run real campaigns alongside this program
Fluent in AIO and AI search optimization — not just traditional SEO
Serving STL, NOLA, and CHI — with nationwide delivery available
TSMG In-House SEO Training Session
Honest positioning

This Program
Is Not for Everyone.

We keep our client roster selective. This program works best for firms that are ready to invest, commit, and actually implement what their team learns.

Good fit ✓
✓
You have an in-house marketing coordinator or small team
✓
You're ready to treat search as a long-term investment
✓
You want to reduce agency dependency over time
✓
Leadership is willing to give the team time to implement
✓
You understand this is a 6–12 month commitment to see full results
Not a fit ✗
✗
You want immediate leads from day one
✗
You have no one internally to implement the strategy
✗
You're looking for a budget-friendly alternative to agency work
✗
Leadership won't give the team time or resources to execute
✗
You want us to do everything for you

"The training program gave our marketing coordinator a foundation she'd never had before. Within three months she was running our SEO strategy independently — and our rankings showed it."

Camille T. — Dental Group Owner, New Orleans
Common questions
Frequently
Asked.
Do we need to complete all three phases?

No — each phase is sold and delivered independently. Most clients start with Phase 1 to get the foundation right, then move into Phase 2 when their team is ready for training. Phase 3 is optional and can be added after either phase.

Is the training virtual or in-person?

Both are available. Phase 2 can be delivered virtually over Zoom or on-site at your office. For clients in St. Louis, New Orleans, or Chicago, on-site is included in the base price. Travel is billed separately for other locations.

Who on our team should participate in the training?

Ideally your marketing coordinator or manager, and anyone who will be implementing the strategy day-to-day. We can accommodate a small team — typically 2–4 people — in a single engagement.

What if our team doesn't have any SEO experience?

That's exactly who this is designed for. We start from the foundation and build up. The only prerequisite is access to your website CMS, Google Search Console, and Google Analytics. We handle the rest.

Does this replace our current agency?

It can, over time — but that's not always the goal. Many clients use this program to build internal capability that complements their agency work, or to know enough to hold their agency accountable. It's your call on how you want to use it.

How quickly will we see results?

Phase 1 delivers immediate improvements — on-page optimization, citation cleanup, and a clear roadmap. Organic rankings and AI visibility take longer — typically 3–6 months of consistent implementation after the training to see meaningful movement.

Ready to start?

Let's Build
Your Team's
Search Foundation.

The first step is a 30-minute discovery call. We'll talk through where your team is today, what the right entry point is, and whether this program is the right fit for your firm.

No commitment required. We'll tell you honestly if it's not the right fit.
Program at a Glance

Three phases, sold separately. Investment details shared during your discovery call.

Phase 1 — Foundation Audit & Buildout
One-time · 10–14 days
Phase 2 — Training Intensive
2–3 day engagement · Virtual or on-site
Phase 3 — Accountability Retainer
Optional · Month-to-month
Get Started Today