Free guides

Free SEO, PPC and AI search guides

One-page PDF checklists, cheat sheets and templates for on-site SEO, local SEO, AI search, Google Ads and measurement. Every guide is free to download and share.

On-site SEO

On-Page SEO Checklist

A page-by-page checklist covering keywords, titles, headings, links, images and technical basics before any page goes live.

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On-site SEO

Title Tag and Meta Description Formulas

Fill-in-the-brackets title and meta description formulas for eight common page types, with ground rules and a worked example.

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On-site SEO

Service and Location Page Blueprints

Section-by-section layouts for service pages and location pages, plus the rules that keep area pages within Google's spam policies.

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On-site SEO

Technical SEO Health Check for Non-Developers

A technical SEO checklist you can complete with Search Console and a browser, covering indexing, redirects, speed, security and duplicates.

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On-site SEO

Image SEO One-Pager

A one-page guide to image file names, alt text, formats, sizing and placement, with good and bad examples side by side.

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On-site SEO

Website Migration SEO Checklist

A before, during and after checklist for relaunching your site, switching platform or changing domain, built to protect your search traffic.

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On-site SEO

Schema Markup Cheat Sheet by Business Type

Which schema types to add for local firms, online shops, publishers and events, plus the rich results Google has retired or restricted.

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Local SEO

Google Business Profile Optimisation Checklist

Everything to check on your Google Business Profile: name, categories, address, content, photos, reviews and monthly upkeep.

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Local SEO

Review Request and Reply Swipe File

Review request messages and reply templates for positive, mixed and negative reviews, with a summary of Google's rules and UK law.

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Local SEO

12 Months of Google Business Profile Post Ideas

A post idea and starter wording for every month of the year, to keep your Google Business Profile active with little planning.

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Local SEO

NAP and Citation Consistency Checklist

A four-step checklist and tracker for making your business name, address and phone number match across Google, Apple, Bing and directories.

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AI search

AI Visibility Self-Test

A simple template for checking whether ChatGPT, Perplexity, Gemini, Copilot and Google's AI features mention your business.

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AI search

Getting Cited by AI Search: Checklist

A checklist of the foundations that help AI search tools find, trust and cite your website, plus popular myths you can skip.

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PPC

Google Ads Account Health Checklist

A monthly Google Ads checklist covering conversion tracking, settings, search terms, ads, landing pages, budgets and bidding.

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PPC

Starter Negative Keyword Lists

Ready-made negative keyword lists for Google Ads, grouped by theme, with a guide to match types and the words to check before adding.

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PPC

Responsive Search Ad Headline and Description Formulas

Headline and description formulas for Google responsive search ads, with worked examples, character counts and tips on pinning and paths.

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PPC

Paid Traffic Landing Page Checklist

A checklist for landing pages built to turn paid clicks into enquiries, covering message match, forms, speed, trust and testing.

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Measurement

GA4 and Search Console: The Reports Worth Checking Monthly

The GA4 and Search Console reports worth checking each month, where to find them and the question each one answers.

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