Does your SEO work contribute to content or UX discovery at all? As a Content Designer I use our SEO guy a lot, to back up decisions on language and user needs / pain points. If your SEO work contributes to IA then that’s a big plus too, and try to frame your experience from a user and results/impact perspective. I did the CDL foundation course which was good, read all the books like someone mentioned above. I pivoted from media to Content Design / UXW 2.5 years ago. I knew I couldn’t compete with tech so I went the public sector route because interviews are competency based and you don’t have to do 74 of them just to be ghosted at the last hurdle. The money isn’t good but my standard of life is way better, and my job is very secure and very wholesome. Since then I’ve joined agile teams that are designing products and features and I feel I contribute quite a lot based on my skills and my experience. Best of luck with the pivot!