Free
Everything the book promises, in one place.
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Companion workbook (Excel)
One tab per table, yellow cells for your answers, and the math done for you. The templates are a structure, not a strategy: add your own information.
Resource bundle
Strategy on a page, the scoring matrix, the six-quarter roadmap, the AI usage policy template and printable forms from every chapter.
CRAFT prompt card
Every AI Tip in the book, ready to copy into your AI assistant.
Sample field guide
Field Guide 02, Strategy, so you can see how the guides work.
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Tools we mention in the book.
Organized by discipline. Most offer a free version or a free trial. We don't receive anything for listing them.
| Discipline | Tool | What it's for |
|---|---|---|
| Strategy | The companion workbook | Every template in the book, with calculations built in |
| Content | Google Search Central: Creating helpful, reliable, people-first content | Google's own guidance on content that ranks and helps |
| SEO and AI search | Google Search Console | Queries, clicks, positions and indexing for your site |
| Bing Webmaster Tools | The same for Bing, which also feeds some AI tools | |
| Screaming Frog SEO Spider | Crawls your site to find technical problems | |
| Semrush, Ahrefs, Moz | Keyword research, competitor analysis and site audits | |
| Keywords | AnswerThePublic | Questions people search for around a topic |
| Google Keyword Planner | Search volumes and keyword ideas (inside Google Ads) | |
| Paid media | Google Ads Transparency Center | See the ads any advertiser is running on Google |
| Meta Ad Library | See the ads any advertiser is running on Facebook and Instagram | |
| Social media | Meta Business Suite; LinkedIn and other platforms' built-in schedulers | Plan, schedule and measure posts |
| Email and marketing automation | Really Good Emails | Examples of emails, organized by type |
| HubSpot | CRM, email and marketing automation, with a free tier | |
| Video | YouTube Studio | Video analytics and audience retention |
| Website and conversion | PageSpeed Insights | Page speed and Core Web Vitals |
| Microsoft Clarity | Free heatmaps and session recordings | |
| Local SEO and reviews | Google Business Profile | Your listing on Google Search and Maps |
| Analytics | Google Analytics 4 | Website and conversion analytics |
| Looker Studio | Free dashboards that combine your data |