Reference materials that make search concepts actionable.
Each resource in this toolkit is built around a specific decision or question you'll face when thinking about search visibility.
What's in the toolkit
Practical reference materials organized around the four core areas of search understanding.
The Crawlability Checklist
Walks through every technical factor that affects whether Googlebot can reach your pages. Covers robots.txt configuration, sitemap submission, redirect chain length, internal link depth, and JavaScript rendering considerations. Structured as a yes/no checklist so you can identify issues without needing technical expertise to interpret results.
- Robots.txt audit questions
- Redirect chain evaluation
- Internal link depth check
- JavaScript dependency assessment
- Sitemap completeness review
The E-E-A-T Signal Map
A structured reference showing where E-E-A-T signals appear across a typical website — from individual page elements like author bios and citations, to site-wide elements like about pages, contact information, and editorial policies. Use this to identify gaps between what your site communicates about its credibility and what it should communicate.
- Page-level signal locations
- Site-level trust elements
- Author credibility indicators
- External validation sources
Content Audit Worksheet
A structured framework for reviewing existing pages against quality criteria. The worksheet helps you categorize each page into one of four actions: keep as-is, improve, consolidate with another page, or remove. This decision-making process is one of the most impactful things a site owner can do — and it requires understanding, not just tools.
- Quality scoring criteria
- Keep/improve/consolidate/remove framework
- Consolidation decision logic
- Redirect planning guide
Search Intent Reference Guide
A practical guide to the four types of search intent — informational, navigational, commercial investigation, and transactional — with examples from multiple business categories. Explains how to identify the dominant intent for a query by reading the current search results, and how to match your page format, content depth, and calls to action to what searchers actually want.
- Four intent type definitions
- How to read SERP intent signals
- Page format recommendations per intent
- Common intent mismatches to avoid
Algorithm Update Response Guide
When a major Google update causes ranking changes, this guide walks through how to diagnose what happened, what questions to ask, and what types of responses are generally appropriate vs. counterproductive. Covers how to distinguish a core update impact from a spam update impact, and why most immediate reactions to ranking drops make things worse rather than better.
- Update type identification
- Diagnosis framework
- Response timeline guidance
- What not to do immediately after an update
SEO Terminology Glossary
A plain-English glossary of the terms most commonly used in SEO discussions — defined without jargon, with context for why each term matters. Useful when reviewing reports from an agency, reading industry coverage of algorithm updates, or just trying to understand what someone means when they talk about "crawl budget" or "PageRank sculpting."
- Technical SEO terms
- Content quality terminology
- Link-related vocabulary
- Algorithm and system names
Questions about how to use these resources?
If you're working through a specific search visibility question and not sure where to start, the contact page is the right next step. We respond to genuine questions from business owners.
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