Working files rather than articles about working files. Every template here has the formulas already built, every checklist is in the order I actually run it, and every download is free without an email address.
The files I use to find what is wrong with a site and decide what to fix first. Each one ships with the formulas already working and a completed example, so you can see what a finished version looks like before you start filling in your own.
Free technical SEO checklist — 33 checks in seven groups, tickable on the page, with a printable PDF. Crawling, indexing, redirects, speed and structured data.
Best for
Anyone auditing a site's technical health, or launching one
Free AI SEO optimization checklist — 26 checks for being cited by ChatGPT, Perplexity, Claude and AI Overviews, plus an XLSX citation tracker and a PDF.
Best for
Anyone who wants to be the source an assistant cites, not just a ranking page
The best domain registrars for SEOs, compared on renewal price rather than first-year price, with the DNS, email and transfer-lock details that matter.
Best for
Anyone buying a domain, or moving one away from a registrar they regret
Includes
Ten registrars compared + the marketing-critical DNS decisions
Reporting is where most marketing work is judged, and where most of it is described badly. These are the sheets and structures for turning platform exports into a report someone reads to the end.
Free SEO and marketing audit template that scores search visibility, measurement, paid media and conversion, returning a ranked fix list. XLSX plus PDF.
Best for
Anyone inheriting a marketing setup they did not build, or reviewing one before planning next year
Free monthly marketing report template covering SEO, PPC, email and social in one XLSX, with a completed PDF sample showing what good commentary looks like.
Best for
Freelancers and agencies reporting to a client or manager each month
Plain definitions for the SEO and marketing metrics that get confused — CTR, CPC, CPA, CAC, ROAS and ROI — with formulas and a free printable cheat sheet.
Best for
Anyone reading a marketing report and unsure what a metric actually measures
Free SEO funnel calculator in Excel — work backwards from a revenue target to the organic traffic it actually requires, with every assumption labelled.
Best for
Anyone whose target looks reasonable until you do the arithmetic
Includes
Excel calculator + four worked funnel shapes (PDF)
Free SEO report template in XLSX with a completed example — leads with non-paid conversions and grouped query performance instead of rank-tracker samples.
Best for
Anyone reporting non-paid search to a client, a manager or themselves
Free GA4 audit checklist for SEO — find double-fired conversions, broken attribution and untracked goals, with an XLSX measurement plan template included.
Best for
Anyone who inherited a GA4 property, or set one up and never checked it
Includes
20 tickable checks + Excel measurement plan + printable PDF
Audits for the channels that spend money, and the tests that decide whether the traffic they buy is worth anything. Every checklist here is tickable and every sheet calculates rather than just listing.
Free PPC audit checklist — 28 checks across structure, targeting, budget and tracking, plus an Excel waste finder that surfaces spend producing nothing.
Best for
Anyone inheriting a Google Ads account, or reviewing one that has drifted
Includes
28 tickable checks + Excel waste finder + printable PDF
Free CRO checklist with an Excel test log that scores every idea by Impact, Confidence and Ease, so testing follows evidence rather than whoever shouts.
Best for
Anyone whose traffic is fine and whose enquiries are not
Includes
23 tickable checks + Excel test log with ICE + printable PDF
Free email marketing checklist covering SPF, DKIM and DMARC, deliverability and list hygiene, with an Excel list-health template to score your own list.
Best for
Anyone sending marketing email who has never checked their DNS records
Includes
26 tickable checks + Excel send log + printable PDF
Time to use
An afternoon for the setup, 30 minutes a month after
The reading layer around the files: which metric is actually a KPI, why four formulas
give four different verdicts on one campaign, and how to turn a revenue target into the
traffic it requires.
Every spreadsheet here is a file I built for real client or portfolio work and then stripped
of the client data. The formulas are deliberately simple enough to audit rather than trust —
you can open any calculated column and read what it does. Where a resource compares tools or
quotes a price, the source and the date it was checked are on the page, because an unsourced
price is a price that quietly goes stale.
Nothing here is gated. There is no email form in front of a download, no "unlock" step and no
upsell — if a file is listed, the button gives you the file. See
how I work for the rest of it, or
get in touch if you want this done on your own site.