Why we started teaching SEO tools
Back in 2016, we noticed something odd. People were spending thousands on SEO software subscriptions but barely using 20% of the features. We started Xandoraven because we'd been there ourselves—staring at dashboards full of data with no clear idea what to do with it. Now we help people across Australia actually understand the tools they're paying for.
We're not software vendors
Here's the thing—we don't sell SEO tools. We teach you how to use the ones you already have or plan to buy. Started by three people who got tired of watching colleagues waste money on enterprise subscriptions they didn't understand.
Our first student was actually a friend who'd signed up for Ahrefs and called us panicking about "Xandoraven rating" and "referring domains." That conversation turned into a two-hour crash course in their kitchen, and we realized there was a real gap here.
Group sessions that work
Most of our students start in group courses. You're learning alongside people dealing with similar challenges—local businesses trying to rank better, marketers switching careers, agencies upskilling their teams. The shared experience helps.
One-on-one when you need it
Sometimes you hit a wall with your specific site or industry. That's when individual sessions make sense. We've done deep dives on everything from e-commerce technical SEO to local citation building for medical practices.
Paths that adapt
Your learning plan changes based on what you're actually trying to accomplish. Someone running a Shopify store needs different tool knowledge than someone managing enterprise WordPress sites. We adjust as you go.
The tools we actually cover
Analytics platforms
Google Analytics 4, Search Console, Adobe Analytics. We focus on what the data actually means for your traffic and conversions.
Research software
Ahrefs, SEMrush, Moz Pro. Learning to find keywords that actually drive business, not just volume.
Technical audit tools
Screaming Frog, Sitebulb, DeepCrawl. Understanding crawl issues, site architecture, and what's actually worth fixing first.
Tracking and testing
Google Tag Manager, Hotjar, various A/B testing platforms. Setting up proper measurement without breaking things.
Who's teaching
Callum Bakke
Technical SEO specialist
Spent six years doing enterprise site migrations before teaching. If you're dealing with crawl budget issues or JavaScript rendering problems, he's your person.
Sienna Ó Fearghail
Analytics and conversion tracking
Previously set up analytics for a national retail chain. Really good at explaining why your bounce rate doesn't mean what you think it means.
What students actually do with this
Local business owners
Learning to track their Google Business Profile performance, understand local pack rankings, and figure out why competitors show up higher. Usually taking the group path with occasional individual sessions for specific market challenges.
In-house marketing teams
Companies sending their whole team through to get everyone on the same page with tool usage. We've trained teams from SaaS startups, established retailers, and professional services firms. The group setting works well for building shared knowledge.
Freelancers and consultants
People building SEO into their service offering or switching from agencies. Often need help with client reporting setups and efficient workflows. Mix of group courses for fundamentals and individual coaching for client-specific scenarios.
Career changers
People moving into digital marketing who need practical tool skills fast. We focus on what employers actually expect you to know—running audits, pulling reports, understanding what the numbers mean.
How the learning works
You pick your starting point
Quick assessment call to figure out what you already know and what you're trying to accomplish. Takes about 20 minutes. We recommend a path but you're not locked into anything.
Live sessions start
Group courses run weekly with recorded sessions you can review. Individual coaching books by the hour when you need it. Everything's screen-shared tool walkthroughs—no theory lectures.
Work on real projects
You bring your actual site or client work. We help you apply what you're learning to real situations. Way more useful than generic practice exercises.
Adjust as needed
If something's not clicking or you need to dive deeper on certain tools, we change direction. Had students switch from group to individual or add specific tool modules based on what they needed.
Worth talking about your situation
Every student starts with a quick conversation about what tools they're using or planning to use, what they're struggling with, and what would actually help. No commitment, no sales pitch—just figuring out if we're a good fit.
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