We all need trusted templates - whether it's a resourceful checklist to ensure we're not forgetting anything or a new format that improves our existing SEO processes.
In the vast spectrum of SEO, templates are especially useful in guiding processes that can oftentimes be very detail-oriented and multifaceted, such as reporting, auditing, planning, and maintenance.
You've already seen our SEO Resources; here's our list of digital marketing & SEO templates to help you optimize better and faster today!
Notes on what we've included, and why:
- High-quality, vetted templates: where possible, we're only including template links that we've personally used & enjoyed, or come to us highly recommended by experts we trust in the SEO community.
- Free & freely available templates: we've prioritized templates that don't require money, an email address, or personal user data to access. Those currently listed will be replaced over time with freely available resources as we find them.
- Uniquely valuable templates: we're aiming to feature templates that help us explore (and practice) SEO in new and better ways, so those templates & guides that prove original value & new perspectives are more likely to be included.
SEO Reporting Templates
Any successful SEO campaign hinges on measuring relevant performance metrics and communicating how well those metrics are performing. Leveraging the right reporting templates takes all guesswork out of the equation.
Create a meaningful dashboard of the metrics that matter to your business with these SEO reporting templates.
- Standard SEO Report - Looker Studio (formerly Google Data Studio, or GDS) Template from Semrush
- GDS Analytics Audit Report - Looker Studio Template from Aleyda Solis
- GSC Report for GDS - Looker Studio Template & Instructions from Merci Larry/Alice Roussel
- GSC Report for GDS - Looker Studio Template & Instructions from Aleyda Solis
- Automated Google Analytics Audit - Google Sheets Template from Paul Koks
- Core Update Analysis Report - Looker Studio Template from Aleyda Solis
- Migration Monitoring Report - Looker Studio Template from MarketingSyrup/Kristina Azarenko
- SEO Benchmarking Report - Looker Studio Template from MediaSesh/Christina Brodzky
- Data Migration Tool to transition from GA Universal to GA4 - GitHub project to migrate & store your historical GA data from JR Oakes and the Locomotive Agency Team
Proper reporting is fundamental in guiding your SEO strategy. These templates provide a huge leap forward in tracking meaningful performance metrics while helping you pinpoint and audit potential bottlenecks as they arise.

SEO Technical Audit Templates
Technical SEO is undoubtedly one of the most perplexing components that digital marketing professionals struggle to grasp. But it doesn't have to be.
Make sure you check all the Tech SEO boxes with these checklists and guides.
- Getting Tech SEO Implemented - Guide from Areej Abuali
- The Only SEO Checklist You Will Need in 2021: 41 Best Practices - Checklist from Semrush/James Brockbank
- How to Develop Actionable and Impactful SEO Audits - Guide from Aleyda Solis
- Let's never talk about SEO audits again - Guide from The SEO MBA/Tom Critchlow
- The 100% Free Tech SEO (+ Beyond) Site Audit Checklist - Google Sheets Checklist from Moz
- Technical SEO Audit (188+ Steps And Free Audit Template) - Google Sheets Template from Olga Zarzeczna
- SEO Tech Audit Crawl Overview Template - Epic new instructions and GDS template from Screaming Frog
- Enterprise & Programmatic SEO Audit Checklist - Google Sheets Template and Guide from Sam Partland
Whether you're assembling a website migration strategy to mitigate SEO risk or embracing international SEO to facilitate growth in new markets, technical SEO is integral to a high-performing website.
Don't let a broken website dilute your SEO and content marketing efforts. Prioritizing Tech SEO will have a trickle-down effect that disseminates value to virtually all aspects of your website and its marketing potential.

Content Marketing Templates
Content marketing is the cornerstone of an honest SEO strategy that drives traffic and moves the needle. It's the mechanism that generates interest and attracts link equity. It's the glue the holds everything together.
But content marketing takes many shapes, and in turn, requires a high level of research, planning, and organization. Take advantage of these process-specific content marketing templates to help you extract relevant data and extrapolate those insights into creative SEO and content strategies.
Keyword Research and Matrix Templates
Find keywords and organize them in a Matrix for better clarity on what content you have, and which landing pages are going after what target keywords. This way you can carry out your on-page SEO and craft your metadata in a more organized fashion - with less risk of cannibalizing your content.
- SEO Keyword Research Template - Excel & Google Sheet Template from Backlinko
- Search Intent Keyword Classifier - Process Guide & Looker Studio Template from Lazarina Stoy
- Ahrefs Keyword Insights Template - Process Guide & Looker Studio Template from Merci Larry/Alice Roussel
- SEO Keyword Matrix Template for Internal Use - Google Doc Template from Gray Dot Company/Tory Gray
- SEO Keyword Mapping Template for Client Use - Google Doc Template from Gray Dot Company/Sam Torres
- SEO Matrix & Content Production Template - NEW Airtable Template from Alex Johnson & Gray Dot Company
Although keyword research seems like an analytical process for the left-brained, there's actually quite a bit of creativity involved. See our post on the Art of Keyword Selection to better understand the different types of keywords and how user intent affects your overall decision-making.

Content Brief Templates
Create better strategic content for your search engine optimization efforts by researching & organizing all the information for a specific topic - all in one place. Well-planned content leads to better keyword rankings!
- SEO Content Brief Template - Google Docs Template from Abby Gleason
- How to Create a Good Brief for Better Content Marketing - Guide & Checklist from Dan Hatch & Content Marketing Institute
Not only are content briefs essential SEO templates that inspire creativity and instruct action, but they're an effective communication tool that keeps everyone on the same page.
Content Calendar Templates
Part role delegation, part publishing schedule - content calendar templates are vital across all channels of the digital marketing spectrum.
Organize who will create what piece of content, and when it will be published, in a well-articulated Content Calendar.
- Editorial Calendar Template - Google Sheets Tracking Template from Inflow
- The Social Media Content Calendar Template Every Marketer Needs - Template from Lindsay Kolowich Cox & Hubspot
Both posting frequency and post timing are controllable variables that should not go overlooked. Use a content calendar template as a tool to support your overarching SEO roadmap, and add a layer of ownership and accountability to your execution team.
Content Audit Templates
Content audits are often subjective activities riddled with multiple perspectives and conflicting POVs. Making use of content audit templates helps ensure auditing processes are focused and outcomes are failproof.
Improve your site's rankings through a data-driven, organized process of evaluating existing content for improvement or removal.
- How to Run an SEO Focused Content Audit - Google Sheets Template from Ryan Stewart & Webris
- How to Get More Out of eCommerce Content Audits - Guide & Checklist from Inflow/Everett Sizemore
- How to Do a Content Audit and Boost Your Organic Traffic - Google Sheet Template & Instructions from Ahrefs/Joshua Hardwick
- A Data-Driven Content Audit Template - Google Sheets Template from MediaSesh/Christina Brodzky
- Content Cannibalization Audit Template - Looker Studio Template and instructions from Roxana Stingu
A regular content audit can work wonders for a website, especially when traffic is down. Learn more about how to investigate traffic drops and determine the cause.
Competition Analysis Templates
Organic search results are, well - relative! Getting a leg up on your competition requires knowing who and what to look for, all while keeping your findings organized and actionable.
Make sure you understand the lay of the land with these competitive audit templates.
- Core Vitals Competition Template - Looker Studio Template & Instructions from Deep Crawl/Rachel Anderson
- Competitor Backlink Analysis Template - Google Sheets Template & Instructions from Gray Dot Company/Tory Gray
- SEO/Marketing Investment Competitor Dashboard - Google Sheets Dashboard & Checklist from Gray Dot Company/Tory Gray
There's more that goes into analyzing the competition than what meets the eye. While deep crawls and content analyses are important, peeling the onion on your competitors' backlink profiles can offer a wealth of SEO insight.

Link Building Templates
There's a reason why quality backlinks are often viewed as pure gold in the SEO community. Few things propel a site's rankings faster than relevant, authoritative backlinks, and many of them.
Improve your SEO efforts through understanding and improving the quality & quantity of backlinks.
- Competitor Backlink Analysis Template - Google Sheets Template & Instructions from Gray Dot Company/Tory Gray
- Backlink & Exposure Audit - Checklist from Northcutt
- How to Do a Basic Backlink Audit (in Under 30 Minutes) - Guide from Ahrefs / Joshua Hardwick
Conveying findings from a thorough backlink analysis is no easy task. This is why leveraging link building templates can streamline this otherwise cumbersome, yet crucial, aspect of SEO.
SEO Maintenance Templates
If there's one misconception about search engine optimization, it's that SEO is a set it and forget it undertaking. That notion couldn't be further from the truth.
Stay on top of your website maintenance procedures and clean up your SEO Technical Debt with these helpful guides, which outline what tasks need to be done on what cadence.
- SEO Maintenance Checklist & Recommendations - Google Sheets Checklist from Gray Dot Company/Tory Gray
- Technical SEO Maintenance & QA - Google Sheets checklist and presentation from Gianna Brachetti-Truskawa and Myriam Jessier
- SEO Maintenance Checklist: Crucial Daily, Monthly, Quarterly & Yearly Tasks - Guide & Checklist from SEJ/Corey Morris
- Redirectinator: A Redirect Checking & Monitoring Guide & Google Sheet Template from The SEO Dude
If the idea of SEO maintenance is headache-inducing, or a website has been long neglected to the point of overwhelm, we can equip your team. Reach out!
SEO Roadmap Templates
Whether you're a startup or enterprise business, these SEO Roadmaps help you better define the tactics for your SEO strategy - and align them with the goals of your organization.
- SEO Roadmap Guide and Template for GSheets or AirTable - Guide and Google Sheets Template OR AirTable template from Gray Dot Co
- SEO Roadmap Template - Guide & Template from James Hubbard
SEO Roadmaps are vital for streamlining all of your SEO projects while keeping team members on the same page. Consider it the essential blueprints to guiding your journey toward better search visibility.
Local SEO Templates
Local SEO is an entirely different beast in the grand scheme of search engine optimization. Not only are local search ranking factors subject to speculation and constant change, but the effort in keeping tabs on the local search landscape is a full-time job.
From fixing and building citations to monitoring and generating reviews, there are unique considerations involved with local SEO versus traditional organic SEO strategies.
Move up the local SERPs and local pack with these guides.
- The Quick-but-Thorough Local SEO Site Audit - Google Sheets Guide & Template from Whitespark
- 50+ Point Local SEO Checklist to Supercharge Your Local Marketing - Google Sheets Checklist from Loganix/Adam Steele
Local SEO can be challenging if you don’t know what you are doing. Take advantage of these audit guides and checklist templates to minimize confusion and keep yourself on track.
Even More SEO Templates
SEO is vast - and wide. It's also dense with overlapping roles and channels, where developer duties merge with SEO, and SEO duties merge with content creators and social media marketers.
Here are some additional templates we've personally found to be valuable - that don't fit neatly into the above categories.
- SEO Organizational Maturity Graph (OMG) for SEO - Google Sheets template to measure your org's SEO maturity against goals; from Petra Kis-Herczegh.
- Log File Analysis Dashboard - Google Sheets template and instructions for a high-level logo file analysis of GSC Crawl Stats data from Merci Larry/Alice Roussel
- The Importance of Information Architecture for SEO - IA Checklist & Guide from Re:Signal/Yagmur Simsek
- SEO Product Management Business Case Template - Guide and Template from Gray Dot Co
- Annie Cushing's Must-Have Tools - Google Sheets Checklist of Resources & SEO Tools from Annielytics/Annie Cushing
- Schema Building Template - Google Sheets Template for automating the creation of more complex, nested schema, from Gray Dot Company/Begüm Kaya
- SEO Migration Guide - Checklist & Guide from Gray Dot Company/Tory Gray
- Title Tag Checker - Google Sheets Template to check what Title Tag Google is choosing to use in search results, from KeywordsInSheets
SEO is all about organization. And even seasoned professionals use free SEO templates, checklists, and guides to keep organized and make their jobs easier.
We hope this compilation of SEO-related templates is useful as you grow your organic search traffic! If you need help from an SEO Agency, contact us to learn more.