Learning SEO – A Roadmap with Free Guides & Tools

Version 15.5
[Updated on September 5, 2021]

Do you want to start learning or expanding your Search Engine Optimization learning process to become or grow further as an SEO specialist and don’t know how? You’ve come to the right place! Learning SEO features a roadmap to learn SEO with free comprehensive guides, resources and tools. 

Start by taking a look at the SEO learning roadmap below, featuring the different areas, most common activities and phases of the SEO Process:  

Learning SEO Roadmap - With Free Guides and Tools

If you’re also looking for free reliable resources to follow this SEO learning roadmap, I’ve aggregated the best free guides, checklist and courses that you can use to learn, since there’s a lot of excellent free SEO information but also a lot of noise so it’s sometimes difficult to identify them: 


RESOURCE NAME


TYPE


AUTHOR

INTRODUCTION TO SEO

Guide

Google

Guide

Google

Guide

Google

Guide

Moz

Guide

Ahrefs

Guide

ContentKing

Guide

Mangools

Guide

SEMrush

Course

Greg Gifford / SEMrush

KEYWORD RESEARCH

Guide

Tim Soulo / Ahrefs

Guide

Moz

Guide

Rob Woods / SEMrush

Guide

Mark Traphagen / Search Engine Journal

Guide

Mangools

Guide

Backlinko

Guide

Nick Eubanks

Course

Greg Gifford / SEMrush

Video

Crawling Mondays

COMPETITION ANALYSIS

Guide

Moz

Guide

Jennifer Slegg / SEMrush

Guide

Joshua Hardwick / Ahrefs

Guide

Sam Underwood / Advanced Web Ranking

Guide

Elise Dopson / Databox

CONTENT OPTIMIZATION

Guide

Frase

Guide

James Brockbank / Search Engine Journal

Guide

Backlinko

Guide

Maria Kalyadina / SEMrush

Course

Eric Enge / SEMrush

Course

Ashley Segura / SEMrush

Video

Crawling Mondays

TECHNICAL OPTIMIZATION

Guide 

Google

Guide

Patric Stox / Ahrefs

Guide

Kevin Indig / SEMrush

Guide

ContentKing

Guide

Christina Perricone / Hubspot

Guide

Deepcrawl

Guide

Olga Zarzeczna

Course

Bastian Grimm / SEMrush

Guide

Google

LINK BUILDING

Guide

Paddy Moogan / Moz

Guide

Tim Soulo / Ahrefs

Guide

Backlinko

Guide

Christoph Cemper

Checklist

Mangools

Guide

Paddy Moogan

Guide

Gisele Navarro

Course

Greg Gifford / SEMrush

Video

Crawling Mondays

RESOURCE NAME

TYPE


AUTHOR

DEVELOPING AN SEO AUDIT

Guide

Joshua Hardwick / Ahrefs

Checklist

Backlinko

Checklist

Andy Drinkwater

Checklist

James Brockbank / SEMrush

Guide

Aleyda Solis

Guide

Geoff Kennedy / Sitebulb

Guide

Areej AbuAli

Guide

Andrew Charlton

Guide

Tom Cricthlow

ESTABLISHING AN SEO STRATEGY

Guide

Kevin Indig

Guide

Jonas Sickler / Terakeet

Guide

Erika Varagouli

Video

Crawling Mondays

SETTING SEO GOALS

Video

Rand Fishkin / Moz

Guide

Elise Dopson

Guide

Kevin Indig

Guide

Paul Schmidt / Search Engine Journal

Guide

Kameron Jenkins / Botify

MEASURING SEO

Guide

Branko Kral / Supermetrics

Guide

Backlinko

Guide

Joe Kindness / Agency Analytics

Guide

Moz

Guide

Michal Pecánek / Ahrefs

Guide

Elise Dopson / Databox

REPORTING SEO

Guide

Moz

Guide

Melissa Fach / SEMrush

Template

Jake Sheridan / Ahrefs

Guide

Bill Sebald

Guide

Helen Pollitt

SEO PROCESS MANAGEMENT

Guide

Sam Mangialavori

Presentation

Aleyda Solis

Guide

Tom Critchlow

Guide

Aleyda Solis

Presentation

Aleyda Solis

Video

Crawling Mondays

RESOURCE NAME

TYPE

AUTHOR

WORDPRESS SEO GUIDELINES

Guide

Joshua Hardwick / Ahrefs

Guide

Joost De Valk / Yoast

Guide

Erika Varagouli / SEMrush

Guide

Matteo Duò / Kinsta

Guide

Wpbeginner

WIX SEO GUIDELINES

Guide

Wix

Webinar

SEMrush

Guide

James Brockbank / SEMrush

Guide

Mordy Oberstein / Deepcrawl

SHOPIFY SEO GUIDELINES

Guide

Shopify

Guide

Christopher Long / Moz

Guide

ContentKing

Guide

Loren Baker / Search Engine Journal

Guide

Ashok Sharma / SEMrush

MAGENTO SEO GUIDELINES

Guide

Onely

Guide

ContentKing

Guide

PushOn

Guide

BSS Commerce

Guide

Hannah Dango / Fandango SEO

SQUARESPACE SEO GUIDELINES

Guide

Squarespace

Guide

Weglot

Guide

Chris Singleton / Style Factory

Guide

WebsiteBuilderExpert


RESOURCE NAME


TYPE


AUTHOR

JAVASCRIPT SEO

Guide

Google

Guide

Patrick Stox / Ahrefs

Guide

ContentKing

Guide

Onely

Guide

Sitebulb

Guide

Pierce Brelinsky / Moz

Video

Martin Splitt / TechSEO Boost

INTERNAL LINKING

Guide

Joshua Hardwick / Ahrefs

Guide

Kevin Indig

Guide

Luke Harsel / SEMrush

Guide

Backlinko

Guide

Wayne Barker / Sitebulb

Guide

Meike Hendriks / Yoast

WEB SPEED OPTIMIZATION

Guide

web.dev

Guide

Builtvisible

Guide

Kinsta

Guide

Olga Zarzeczna

Video

Joe Hall

MOBILE OPTIMIZATION

Guide

Google

Guide

Google

Guide

Backlinko

Presentation

Aleyda Solis

Guide

Edwin Toonen / Yoast

Guide

Patrick Hathaway

Course

Greg Gifford / SEMrush

STRUCTURED DATA

Guide

Google

Guide

Geoff Kennedy

Guide

Yauhen Khutarniuk

Guide

Mangools

Guide

Gianna Brachetti-Truskawa

Guide

Patrick Hathaway

Guide

Allie Decker / Hubspot

CONTENT PRUNING

Guide

ContentKing

Guide

Devin Pickell / G2

Guide

Aleyda Solis

Guide

Kevin Indig / SEMrush

Guide

Manish Dudharejia / Search Engine Journal

KEYWORD MAPPING

Guide

Lidia Infante / Rise at Seven

Guide

Andrea Lehr / SEMrush

Guide

George Zatlin / Digital Third Coast

Guide

Aleyda Solis

Guide

Viola Eva / Search Engine Journal

E-A-T

Guide

Marie Haynes

Guide

Joshua Hardwick / Ahrefs

Guide

Lily Ray

Checklist

Google

Video

Crawling Mondays

IMAGE OPTIMIZATION

Guide

Google

Guide

Anna Crowe / Search Engine Journal

Guide

Joshua Hardwick / Ahrefs

Guide

ContentKing

Guide

Gianluca Fiorelli

VIDEO OPTIMIZATION

Guide

Google

Guide

Backlinko

Guide

Joshua Hardwick / Ahrefs

Presentation

Aleyda Solis

Guide

Itamar Blauer

Video

Crawling Mondays

SERP FEATURES OPTIMIZATION

Guide

Google

Guide

Moz

Guide

Kristen M. Vaughn / Komarketing

Guide

John E Lincoln

Guide

RankRanger

Guide

Troels Emborg / Accuranker

KNOWLEDGE PANEL OPTIMIZATION

Guide

Google

Guide

Jason Barnard / SEMrush

Guide

Jason Barnard / Search Engine Journal

Guide

Gosia Poddębniak / Onely

Guide

George Nguyen / Search Engine Land

Guide

Sahil Kakkar / MarketMuse

SEO FORECASTING

Guide

Tom Capper / Moz

Guide

Miracle Inameti-Archibong

Guide

Patrick Stox / Ahrefs

Guide

Charly Wargnier

Guide

Eric Vardon / Morphio

Guide

Daniel Heredia / Oncrawl

Guide

John McAlpin / Search Engine Journal

CALCULATE SEO ROI

Guide

James Brockbank / SEMrush

Guide

Botify

Guide

Adam Heitzman / Search Engine Journal

Guide

Matt Tennison / Boostblog

Guide

Tom Gunson

CREATING SEO CONTRACTS

Guide

Gary Coutard / Ahrefs

Guide

Corey Morris / Search Engine Journal

Guide

Janet Driscoll Miller / Search Engine Land

Guide

Adam Steele / Loganix

Template

Himanshu Sharma / OptimizeSmart

SEO JOBS INTERVIEWS

Guide

Google

Guide

ContentKing

Guide

Stephan Bajaio / Conductor

Guide

Ryan Jones / Search Engine Journal

Guide

Areej AbuAli

SHOW SEO VALUE TO NON-SEOS

Guide

Winston Burton / Search Engine Journal

Guide

Matt Vazquez / KoMarketing

Guide

Kameron Jenkins / Moz

Guide

Ben Bunting / SEOclarity

Guide

Botify

BUDGETING SEO

Guide

Joe Robinson / Green Flag Digital

Guide

Michael Smith / Powered by Search

Guide

Chuck Price / Search Engine Journal

Guide

Kaushal Thakkar / Infidigit

BUILDING AN SEO TEAM

Guide

John E Lincoln

Guide

Martijn Scheijbeler

Guide

Backlinko

Guide

Power Digital Marketing

Guide

Chris Sachs / SEOclarity

Guide

Jenny Halasz / Search Engine Journal

Guide

Brian Harnish / Search Engine Journal

SEO PRODUCT MANAGEMENT

Guide

Kevin Indig / Search Engine Journal

Guide

Ivan Palii

Guide

Aleyda Solis

Newsletter

Adam Gent

BROKEN LINK BUILDING

Guide

Joshua Hardwick / Ahrefs

Guide

Backlinko

Guide

Adam Heitzman / Search Engine Journal

Guide

Connor Lahey / SEMrush

Guide

Belynda Cianci / databox

DISAVOWING BACKLINKS

Guide

Google

Guide

Tom Capper / Moz

Guide

Marie Haynes / Marie Haynes Consulting

Guide

Derek Gleason / Ahrefs

Guide

Bruce Clay

LOGFILE ANALYSIS FOR SEO

Guide

Suganthan Mohanadasan

Guide

Daniel Butler / Builtvisible

Guide

Samuel Scott / Moz

Guide

Screaming Frog

Guide

Emma Labrador / OnCrawl

Guide

Serge Bezborodov / Jetoctopus

Guide

Elliot Haines / Hallam

XML SITEMAPS OPTIMIZATION

Guide

Google

Guide

Backlinko

Guide

Tom Donohoe / OnCrawl

Guide

Kevin Indig / SEMrush

Guide

Aleh Barysevich / Search Engine Journal

PAGINATIONS OPTIMIZATION

Guide

Jes Scholz / Search Engine Journal

Guide

Adam Gent / Deepcrawl

Guide

Patrick Stox / Ahrefs

Guide

Sam Underwood / SEMrush

Guide

Tobias Schwarz & Svenja Hintz / Audisto

Guide

Orit Mutznik / Deepcrawl

OUTREACH FOR LINK BUILDING

Guide

SEER Interactive

Guide

Digital Olympus

Guide

Page One Power

Guide

Bibi Raven / Search Engine Journal

Guide

Joshua Hardwick / Ahrefs

Guide

Gisele Navarro / Search Engine Land

Guide

Gisele Navarro / Neomam

Guide

Alexandra Tachalova / Search Engine Journal

EDGE SEO

Guide

Dan Taylor / Search Engine Journal

Guide

Steven Van Vessum and Dan Taylor / Contentking

Guide

Mike Belasco / InFlow

Guide

Sam Marsden and Dan Taylor / Deepcrawl

Guide

Crawling Mondays

DIGITAL PR & LINK BUILDING

Guide

Carrie Rose / Rise at Seven

Guide

Gisele Navarro / Neomam

Guide

Domenica D'Ottavio / Fractl

Guide

Shannon McGuirk / Aira

Guide

Erika Varagouli / SEMrush

Guide

Joe Robinson / Green Flag Digital

SEO MYTHS

Video

Martin Splitt / Google

Guide

Kaspar Szymanski / Search Engine Land

Guide

Helen Pollitt / Search Engine Journal

Guide

Joshua Hardwick / Ahrefs

Guide

Ryan Jones / Search Engine Journal

Guide

Corey Northcutt / Bigcommerce

BACKLINKS ANALYSIS

Guide

Joshua Hardwick / Ahrefs

Guide

James Brockbank / SEMrush

Guide

Dave Davies / Search Engine Land

Guide

Sally Poundall / BrainLabs

Guide

Brian Harnish / Search Engine Journal

Course

Greg Gifford / SEMrush

RANKING DROP ANALYSIS

Guide

Google

Guide

Daniel Waisberg / Google

Guide

ContentKing

Guide

Kristina Kledzik / Moz

Guide

Aleyda Solis

Guide

Kameron Jenkins / Moz

Video

Aleyda Solis

KEYWORD CANNIBALIZATION ANALYSIS

Guide

James Brockbank / SEMrush

Guide

Yoast

Guide

Joshua Hardwick / Ahrefs

Guide

Aleh Barysevich / Search Engine Journal

Guide

Samuel Mangialavori / Moz

Guide

Hannah Rampton / StrategiQ

CRAWL BUDGET OPTIMIZATION

Guide

Google

Guide

ContentKing

Guide

Onely

Guide

Yoast

Guide

Deepcrawl

Guide

Botify

Guide

Search Engine Journal

SEO FOR WEB MIGRATIONS

Guide

ContentKing

Guide

Modestos Siotos / Moz

Checklist

Nikolai Boroda / SEMrush

Checklist

Kristina Azarenko

Guide

Aleyda Solis

Checklist

Aleyda Solis

Presentation

Aleyda Solis

SEO FOR WEB REDESIGNS 

Guide

Olga Zarzeczna

Guide

Marcus Miller / Search Engine Land

Guide

Tony Mastri

Guide

Andreea Sauciuc / CognitiveSEO

Guide

Marc Avila / 3 Media Web

SEO FOR NEW WEB LAUNCHES

Guide

Jessica Greene / databox

Video

Rand Fishkin / Moz

Guide

Erika Varagouli / SEMrush

Guide

Radd Interactive

Guide

ContentKing

REMOVING URLS FROM GOOGLE

Guide

Google

Guide

Patrick Stox / Ahrefs

Guide

ContentKing

Guide

Joost De Valk / Yoast

Guide

David Westby / Brainslab

DEALING WITH GOOGLE PENALTIES

Guide

Google

Guide

Jesse McDonald / SEMrush

Guide

Nick Churick / Ahrefs

Guide

Chuck Price / Search Engine Journal

Guide

Kaspar Szymanski / Search Engine Land

GOOGLE CORE UPDATES RECOVERY

Guide

Google

Guide

Lily Ray / Amsive Digital

Guide

John E Lincoln / Ignitive Visibility

Guide

Mordy Oberstein / RankRanger

Guide

Marie Haynes Consulting

OPTIMIZING PRODUCTS PAGES

Guide

Paddy Moogan / Aira

Guide

Jonas Sickler / Terakeet

Guide

Winston Burton / Search Engine Journal

Guide

Alex Chris / Reliablesoft

Guide

ContentKing

Presentation

Aleyda Solis

OPTIMIZING FACETED NAVIGATION

Guide

Hugo Akhtari

Guide

Tyson Braun / seoClarity

Guide

Petra Kis-Herczegh / Botify

Guide

Eric Enge / Search Engine Land

Video

Crawling Mondays

DETECT & PROTECT FROM NEGATIVE SEO

Guide

Michal Pecánek / Ahrefs

Guide

Anton Marchenko / SEMrush

Guide

Joe Sinkwitz / Search Engine Land

Guide

Roger Montti / Search Engine Journal

Guide

Brian Jackson / Kinsta

SEO TESTING

Guide

Kate Miller / inflow

Guide

seotesting.com

Guide

Craig Bradford / SearchPilot

Guide

Brian Moseley / SEMrush

Guide

Will Critchlow / SearchPilot

SEO FOR WEB STORIES

Guide

Google

Guide

AMP

Guide

Andrea Volpini / Wordlift

Guide

Glenn Gabe / GSQi

Guide

Arron Westbrook / Deepcrawl

Guide

SEMrush

GOOGLE DISCOVER OPTIMIZATION

Guide

Google

Guide

Andrea Volpini / Wordlift

Guide

John Shehata / Newzdash

Guide

Michal Pecánek / Ahrefs

Guide

Moss Clement / SEMrush

RESOURCE NAME


TYPE

AUTHOR

INTERNATIONAL SEO

Guide

Google

Guide

Onely

Presentation

Aleyda Solis

Guide

Aleyda Solis

Guide

Aleyda Solis

NEWS SEO

Guide

Google

Video

Barry Adams / Moz

Guide

John Shehata / NewzDash

Guide

Vahre Arabian and Carlos Alonso

Guide

Lily Ray / Search Engine Journal

Video

Crawling Mondays

E-COMMERCE SEO

Guide

Joshua Hardwick / Ahrefs

Presentation

Kristina Azarenko

Guide

ContentKing

Presentation

Aleyda Solis

Presentation

Aleyda Solis

Presentation

Kristina Azarenko

Guide

Aleyda Solis

SAAS SEO

Guide

James Brockbank / SEMrush

Guide

Chris Long

Guide

Kevin Indig / Search Engine Journal

Video

Crawling Mondays

TRAVEL SEO

Guide

Dan Taylor

Guide

Joe Robinson

Guide

Alex Chris

Guide

Rachel Vandernick / Moz

ENTERPRISE SEO 

Guide

Patrick Stox / Ahrefs

Guide

Jonas Sickler / Terakeet

Guide

Rachel Costello / Deepcrawl

Guide

IPullRank

Guide

Erika Varagouli / SEMrush

Guide

Crawling Mondays

SMALL BUSINESS SEO

Guide

Erika Varagouli / SEMrush

Guide

Joshua Hardwick / Ahrefs

Guide

CopyPress

Guide

Mindy Weinstein / Search Engine Journal

Guide

Adam Steele / G2

LOCAL SEO

Guide

Moz

Guide

Joshua Hardwick / Ahrefs

Guide

Brightlocal

Guide

Backlinko

Guide

Local SEO Guide

Guide

Claire Carlile

Video

Crawling Mondays

Course

Greg Gifford / SEMrush

RESOURCE NAME

TYPE


AUTHOR

PYTHON FOR SEO

Guide

Ruth Everett / Search Engine Journal

Guide

JC Chouinard

Guide

Hamlet Batista / Search Engine Journal

Guide

JC Chouinard

Guide

Koray Tuğberk GÜBÜR

Video

Agency Automators

Resources

SEO Pythonistas

BIGQUERY & SQL FOR SEO

Guide

Cody West

Presentation

Areej AbuAli

Guide

Dominic Woodman

APP SCRIPTS FOR SEO

Presentation

Dave Sottimano

Video

Noah Lerner / Agency Automators

Guide

Hamlet Batista / Search Engine Journal

JS FOR SEO

Guide

Jose Hernando / Search Engine Journal

Guide

Antoine Eripret

Guide

Jose Hernando

Guide

Nacho Mascort

Guide

Jose Hernando

Guide

Nacho Mascort

REGEX FOR SEO

Guide

JC Chouinard

Guide

Tomek Rudzki / Onely

Guide

Alyona Petrukhina / Netpeak Software

Presentation

Paul Shapiro

Resources

JR Oakes

Guide

Annie Cushing

R FOR SEO

Guide

François Joly

Guide

Rémi Bacha

Guide

Utku Demirhan / ZEO

Guide

Journey to Data Scientist

Guide

Vincent Terrasi / Data-SEO


RESOURCE NAME

TYPE


AUTHOR

BING SEO GUIDELINES

Guide

Bing

Guide

Jonathan Theuring / Impression

Guide

Search Engine Land

Guide

Christi Olson / Search Engine Land

YANDEX SEO GUIDELINES

Guide

Yandex

Guide

Dan Taylor / Search Engine Journal

Guide

Valerie Niechai / SEO Powersuite

Guide

Wordbank

BAIDU SEO GUIDELINES

Guide

Dan Taylor / Search Engine Journal

Guide

Gary Stevens / SEMrush

Guide

Dragon Metrics

Guide

GMA Marketing to China

Video

Crawling Mondays

NAVER SEO GUIDELINES

Guide

Dan Taylor

Guide

Twinword

Guide

Dan Taylor / Search Engine Journal

Video

Crawling Mondays

AMAZON SEO GUIDELINES

Guide

Robin Hanna / Sellics

Guide

Bryan Bowman / Bigcommerce

Guide

Jayce Broda / Seller Interactive

Guide

Tara Johnson / Tinuiti

Guide

Marc Schenker / Wordstream

YOUTUBE SEO GUIDELINES

Guide

YouTube Creators Academy

Guide

Backlinko

Guide

Sam Oh / Ahrefs

Guide

Itamar Blauer

Guide

Crawling Mondays

RESOURCE NAME

TYPE


AUTHOR

SEARCH ENGINE OFFICIAL PUBLICATIONS

Blog

Google

Blog

Bing

Blog

Yandex

SEARCH NEWS PUBLICATIONS

Website

Search Engine Journal

Website

Search Engine Journal

Website

Search Engine Roundtable

SEARCH NEWS AGGREGATORS

Website

Saijo George

Website

SparkToro

SEO PODCASTS

Podcast

Jacob Stoops and Jeff Louella

Podcast

Dan Shure

Podcast

RankRanger

Podcast

SiteStrategics

Podcast

Candour

Podcast

Sarah McDowell & Areej AbuAli

Podcast

Search Engine Journal

Podcast

Robert O’Haver, Matt Weber, Michelle Stinson Ross

Podcast

Amanda Milligan / Fractl

Podcast

Aleyda Solis

Podcast

Dave Rohrer and Mat Siltala

Podcast

Kate toon

SEO NEWSLETTERS

Newsletter

Aleyda Solis

Newsletter

Andrew Charlton

Newsletter

Nick LeRoy

Newsletter

Steve Toth

Newsletter

Women in Tech SEO

Newsletter

Barry Adams

Newsletter

Tom Critchlow

Newsletter

Marie Haynes

SEO EVENTS

Online event

Google

Online event

BrightonSEO

Online event

SEMrush

Online event

Search Engine Journal

Online event

TopHatRank

Online event

Catalyst

Online event

Women in Tech SEO

Online event

Mads Singers


RESOURCE NAME


TYPE


AUTHOR

KEYWORD RESEARCH TOOLS

Web Based

Google

Web Based

Google

Web Based

Bing

Web Based

Ahrefs

Web Based

Candour

Web Based

Answer The Public

Web Based

QuestionDB

Web Based

Wordstream

Web Based

Merlinox

Web Based

Higher Visibility

Browser Extension

Surfer

ON-PAGE SEO TOOLS

Web Based

Google

Web Based

Bing

Desktop Based

Screaming Frog

Desktop Based

Greenflare

Web Based

SEOlyzer

Web Based

Sander Heilbron

Web Based

Ryan Jones

Web Based

Ahrefs

Web Based

Siteliner

Browser Extension

SEO Minion

Browser Extension

SEO Minion

Browser Extension

SEO Minion

Browser Extension

Marketing Syrup

Browser Extension

Weeblr

Browser Extension

SEOClarity

Browser Extension

LinkResearchTools

Wordpress Plugin

Yoast

Wordpress Plugin

Rank Math

LINK BUILDING TOOLS

Web Based

Google

Web Based

Google

Web Based

Ahrefs

Web Based
Rankwatch
Web Based

Ahrefs

Web Based

Buzzstream

Web Based and Browser Extension
Hunter

Web Based

Google

SEARCH MONITORING AND RANK TRACKING TOOLS

Web Based

Google

Web Based

Bing

Web Based

Ahrefs

Web Based

thruuu

Web Based

Accuranker

Browser Extension

Nightwatch

Browser Extension

SEOminion

Web Based

MobileMoxie

SEO DASHBOARDS & REPORTING TOOLS

Google Sheets

Sheets for Marketers

Google Data Studio and Google Sheets

Supermetrics

Google Data Studio and Google Sheets

Hannah Butler

Google Data Studio

IKAUE

Doc, PDF, GDocs

Backlinko

Google Slides

Ahrefs

Google Sheets

Lino Uruñuela

WEB SPEED OPTIMIZATION TOOLS

Web Based

Web.dev

Web Based

Google

Web Based

Catchpoint

Web Based

GTmetrix

Web Based

Wattspeed

Web Based

Sander Heilbron

Web Based

Experte

Web Based

Batch Speed

Web Based

Wordfence

Web Based

Reddico

Web Based

Contentsquare

Browser Extension

Google

Browser Extension

Addy Osmani

Browser Extension

Chris Johnson

STRUCTURED DATA TOOLS

Web Based

Google

Web Based

Google

Web Based

Schema.org

Web Based

Classy Schema

Web Based

Shay Ohayon

Web Based and Browser Extension

SEOClarity

Browser Extension

Ryte

Browser Extension

Schema.dev

Web Based

technicalseo.com

Web Based

RankRanger

MOBILE SEO TOOLS

Web Based

Google

Web Based

Bing

Web Based

MobileMoxie

Web Based

technicalseo.com

Web Based

technicalseo.com

Web Based

Zeo

LOCAL SEO TOOLS

Web Based

Google

Web Based

BrightLocal

Google Sheets

Two Octobers + AgencyAutomators

Browser Extension

PlePer

Browser Extension

George Nenni

Web Based

Whitespark

Web Based

Whitespark

Web Based

technicalseo.com

INTERNATIONAL SEO TOOLS

Web Based

Google

Web Based

Aleyda Solis

Google Sheets

Relgrowth

Web Based

technicalseo.com

Web Based

Sistrix

Web Based

technicalseo.com

JAVASCRIPT SEO TOOLS

Web Based

iPullrank

Chrome

Jon Hogg

Web Based

searchVIU

Web Based

technicalseo.com

Chrome

Chris Pederick

Screaming Frog SEO Spider

Desktop Based

Screaming Frog

SEO FORECASTING TOOLS

Google Sheets

Tom Capper

Google Sheets

Kevin Indig

Python Script

Patrick Stox

Google Sheets

Morphio

Google Data Studio

John McAlpin / Search Engine Journal

Google Sheets

Robin Rozhon

WORDPRESS SEO PLUGINS

Wordpress Plugin

Yoast

Wordpress Plugin

Rank Math

Wordpress Plugin

All in One SEO

Wordpress Plugin

Google

Wordpress Plugin

The SEO Framework

Wordpress Plugin

SEOPress

SEO AUDITS TEMPLATES

Google Sheets

Moz

Google Sheets

Andrew Drinkwater

Google Sheets

Annie Cushing

Google Sheets

Benjamin Estes / Brainslab

Google Sheets

Olga Zarzeczna

Google Docs / Word / PDF

Backlinko

Google Sheets

Ian Lurie / Portent

Google Sheets

Ryan Stewart Webris

Google Sheets

Joshua Hardwick / Ahrefs

Google Sheets

Benjamin Estes / Brainslab

Google Sheets

Whitespark

Google Sheets

Adam Steele / Loganix

GOOGLE SEARCH CONSOLE GUIDELINES

Guide

Google

Guide

Backlinko

Guide

Anna Crowe / Search Engine Journal

Guide

Olga Zarzeczna

Guide

Joshua Hardwick / Ahrefs

Guide

Nick Brown / Ahrefs

RESOURCE NAME

TYPE

AUTHOR

HTML & CSS

Guide

Joe Hall

Guide

SE Ranking

Guide

Andrei Prakharevich / SEO Powersuite

Guide

Mozilla Developer Network

Guide

Khan Academy

JAVASCRIPT

Guide

Mozilla Developer Network

Guide

JavaScript.info

Guide

Khan Academy

Guide

Dan Wellman / EnvatoTuts+

Guide

freeCodeCamp.org

SOFT SKILLS

Guide

John Shehata / SEMrush

Guide

3Q Digital

Guide

Hannah Evon / Higher Visibility

Presentation

Aleyda Solis

START AN SEO BUSINESS

Guide

seo.co

Guide

Joshua Hardwick / Ahrefs

Guide

Anastasia Sidko / SEMrush

Guide

Tony Wright / SEMrush

Guide

Ryan Stewart

GOOGLE ANALYTICS

Guide

Phil Pearce / SEMrush

Video

Loves Data

Guide

Aja Frost / Hubspot

Guide

Michal Pecánek / Ahrefs

Guide

Elise Dopson / Databox

Guide

Himanshu Sharma / Optimize Smart

GOOGLE DATA STUDIO 

Guide

Julian Juenemann / Measure School

Guide

Aja Frost / Hubspot

Video

Loves Data

Guide

Chris Hamlin / Data Studio Templates

Guide

Himanshu Sharma / Optimize Smart

Guide

Hunter Branch / Netpeak Software

GOOGLE TAG MANAGER

Guide

Shannon Dunn / Brain Labs Digital

Guide

Phil Pearce / SEMrush

Guide

Jeff Sauer / Data Driven

Guide

Caroline Forsey / Hubspot

Guide

Measure School

Guide

Leveling Up

Guide

Simo Ahava

 

Access, Copy and Share these Free SEO Resources in Google Sheets

In case you want to easily copy to use or share these free SEO resources listed above, I’ve also created a Google Sheet that you can copy here to use it as a reference while you learn SEO. 

The Learning SEO Roadmap FAQs

In what order should you go through the SEO roadmap?

The first phase “Learn SEO Basics” and the second one “Learn to Execute an SEO Process” are fundamental to go through to have an “overview” of how the SEO process works, so I would highly recommend to start with these two if you want to start with the “building blocks” of SEO.

If you want to start executing an SEO campaign for hands-on experience for free or very little resources, take a look at the “Implement with Free SEO tools” section to obtain free tools to use in your first SEO processes. Also, if the site you’re working is using one of the most popular Web platforms, take a look at the “Implement SEO in your CMS“, to get hands-on advice to effectively implement SEO related best practices in them, leveraging these platforms functionalities.  

In parallel, I would recommend you to start following the latest SEO related updates and search industry news, to keep up with all what you’ve started to learn. Check out the “Keep up with SEO News” for that, listing reliable SEO publications, podcasts, newsletters, etc. that you can subscribe to. 

You might want to continue your SEO learnings process by expanding your SEO knowledge beyond the fundamentals of the building blocks and process execution. To learn more advanced topics, take a look at the “Deepen your SEO Knowledge” to get more in-depth SEO understanding. 

Depending on the type of company or industry you’re working for (or want to work at) you might want to decide to specialize and for that you can pick the specialization you’re interested about from the “Specialize within SEO” area. 

At this point, you would have already started with your SEO process implementation and seen there are very time consuming tasks that within your context they should be viable to automate and you already know (or willing to learn) some of the most popular programming/scripting languages to automate them. For that take a look at the “Automate SEO Tasks” section.

Finally, to complement your SEO knowledge and support your efforts through the execution of the SEO process, you can take a look at the “Complement your SEO Knowledge” section, listing resources of connected areas known to be useful for SEO projects success, although not SEO specific. 

Should you go through all the areas and resources of the SEO Roadmap to learn SEO? 

I’ve been also asked if I recommend to read all the SEO roadmap resources and go through all of the different areas to better learn SEO. As you can see in the answer I gave to the question above about “In what order should I go through the SEO roadmap”, there’s value in each one of these areas to become a well rounded SEO, although depending on what you want to specialize on, you might want to decide to go deeper in some of them and leave others for later on. 

Because of this, if you can, I would recommend to go through all of the areas and read at least a couple of the guides/resources listed in each, since I believe that it will allow you to better understand how each of these play a role within the SEO process, and how SEO works as a whole, even if you later decide to focus on a certain area (technical SEO, content SEO, link builder) instead of deciding to become an overall SEO specialist. Then if you decide to specialize on an area, you can then go through all of the resources listed within that area and related/connected topics. 

Tips from experienced SEO professionals when learning SEO

It’s always hard when you start learning something new, and SEO in particular can seem a complex topic at the start. Because of this, I asked over twitter about those top things experienced SEO professionals would have love to know when they started and would advice to new SEOs who are just learning!

Here you have some of the top advice to take into consideration through your SEO learning process: 

"There is no SEO that is an expert in everything, and that’s why it’s more than okay to ask for opinions or thoughts on a subject no matter how long you have been in the game."

By Tessa Bonacci Nadik

"Try everything and then find and stick to your niche. Seo is too broad a field to be good at every aspect of it. It's okay to openly talk to your manager about this and ask to be "allowed" to specialise."

By Anett Pohl

"Focus on the principles rather than just the tactics. What do Google want to serve their customers? Results that are.. Valuable, Relevant, Indexable, A positive User Experience. When in doubt, that should steer you well."

By Mark Johnstone

"I would tell myself to try things for yourself, build a site that doesn't have to be anything but a testing ground for you. Also, talk to others in the industry and outside it. Ask questions - stay curious and question your own assumptions to get outside your bubbles."

By Jess Joyce

"SEO is a medium and not the ultimate goal. We as SEO's tend to get involved in getting things done that are sometimes not aligned with the business/marketing goals which leads to disparity! That's why we should focus on the ultimate goal using SEO as a medium."

By The Rank Machine

"Half the battle is building relationships, earning buy-in and making sure you're in the loop. You need to sell yourself and the value of your recommendations if you want to succeed in SEO. Make friends with your writers, developers (in house or not), and even non marketing folks!"

By Sara Naatz

"Almost everything you do should begin in the mind & experience of the searcher. It’s ok to push back on a client, it’s ok to hold a client accountable, it’s ok to say no to a client, it’s ok to fire a client."

By Sam McRoberts

"Surround yourself with smart people, but be confident in yourself. Talk to people at conferences, that's where I've learnt the best things! There's a ratio between mouths and ears for a reason tho, listen twice as much as you speak."

By Gerry White

"Don’t ever think that you know everything. Things change far too quickly for you to ever possibly know EVERYTHING, even in your niche! Plus talk to people, network, surround yourself with people who are just as passionate about SEO as you are. That’s how you’ll grow."

By Sophie Brannon

"The one thing I wish I'd known earlier is to always be mindful of commercial goals. It doesn't matter how technical you are, if you can't track your tactics and strategy to the money and convey that connection to your stakeholders, your projects and ultimately, career will stall."

By Nick Wilsdon

"I wish I found out earlier in my career that it's fine to say "I don't know" and to ask for help rather than trying to pretend I'm always on it, especially in my relationship with development."

By Roxana Stingu

".. Don't get caught up about other people "cheating". There's not a lot you can do, and don't expect G to take action. Instead - look for anything "good" they are doing/getting, and replicate/emulate that, and then move on. The goal is Not Rankings - that's only a metric.."

By Lyndon NA

"Keep it simple. The industry can seem overwhelmingly overcomplicated when you start but as you gain more experience you realise it’s the simple things, the foundations of SEO if you will, that have the most impact."

By Andrew Charlton

"Doing X won't lead to the same amount of improvement for site B, as when you did it for site A. That's not because you failed, it's because you cannot control all the variables, no two sites are exactly the same this way. So be prepared to be flexible, and adjust your approach. Also a good reason not to look what successful sites are doing, emulate that and expect the same success. Those sites may well be ranking in spite of whatever tactic you are planning on replicating."

By Dave Smart

"Choose your tools wisely. Deeply learning and understanding a core set of pro-level SEO tools is far more valuable than chasing each new shiny thing. Bonus points if your tools play well together, but if not just brush up on manipulating spreadsheets to get the answers you need!"

By Michelle Bourbonniere

"I would go back and tell myself that if you're just pushing pixels around the page (making small adjustments), you can't expect profound changes in performance. Also, not everyone cares about SEO as much as I do/did. Embrace TL;DR in communications."

By Chris Green

"Use and try all the tools you can. Listen and learn from the global SEO community and let everyone around you know about it. Never assume you know everything about how to use a search engine. Learn to be comfortable when the honest answer to your bosses is *It Depends*" 

By Ellie

"SEO is no black and white, and learning never stops. Learn what sources to trust: magazines, professionals, seo blogs, newsletters. Build your opinion the way researchers would to- collect different angles, case studies, test yourself and then be ready to implement."

By Svetlana Stankovic

"SEO tools are great and they are getting better. But it's easy to get blinded by them. Sometimes you just need to look through a website - not wait for an error to be flagged by a tool. Step back and look at a website, not base your success on getting top marks by a tool."

By Mike Richardson

"Like many things in marketing, it should start with a goal and strategy in mind. We cannot be pushing changes by being reactive to algo updates. Beyond on page and off page techniques - best serve quality content, build your brand and make your site user friendly!"

By JJ Nato-Pascasio

"At start I always tried to just check a lot of boxes with known ranking factors in mind. Now we put everything that is seen, consumed & interacted with by the users first & work on the tech and co. after that. So the first question is always are we providing a good exp. for users"

By Whyzkid

"Build for users, but with Google in mind. (Cheers @SEOMalc). Simple phrase that steered me right. That and Business Reasons > SEO reasons. There may be a good reason it’s a sub domain rather than a subfolder. Ask or risk getting ripped apart by a client in a boardroom..."

By John Jackson

"A good checklist of actions prioritized for cost/effectiveness is more valuable than a cerebral audit of 100 pages."

By Gianluca Fiorelli

"Don't treat SEO and SEO efforts as an isolated channel. SEO should be part of a more 360 strategy from the begining both technical/website foundations and overall company's online marketing strategy related"

By Edgar Sánchez

"Best practices are good but don’t just spout them without first looking at the constraints of the CMS, budget, staff, time, and internal/political/brand pressure. The ultimate best practices are the ones that improve the bottom line."

By Mark Alves

"Stop watching graphs going up or down; watch the tickets getting done. If your strategy is focusing on serving user intent the best way possible, instead of shady short-term practices, focus on that instead of hastily analysing every single suspected Google update."

By Gianna Brachetti-Truskawa

"Understand the business goals, and remember that it not all about traffic, traffic costs money...the right traffic makes you money..."

By Arnout Hellemans

"When I was in-house I wished I had known how to express that all the SEO and blogging we were doing was pointless without a strategy."

By Lidia Infante

"You can specialise in one area and you can hire expertise in the other areas, you don't need to know everything on your own."

By Martin McGarry

"Future-proof your SEO: don't waste your time chasing hype - keep your efforts focused on what search engines want long-term, even if there's a small loophole being exploited by some at the moment."

By Dustin Woodard

"SEO really requires pushing back against perfectionism. You can’t fix everything - there’s no “perfect” site. Over time I’ve learned to focus on the bigger picture. Get crystal clear on your client’s goals & tackle the 3-5 highest priority items that can get them there."

By Abby Reimer

"3 Things:  
Think about your target audience and their needs, try to serve them what they are looking for.  
This is exactly what Google is doing for its audience.  
Don't fear Google updates, SEO principles will remain same."

By Praveen Sharma

"Don't chase the wrong thing. When you're tracking your progress using metrics - sometimes you forget what that metric leads back to. And you end up focusing on wins and fails that have no real value, and lose opportunities that would have contributed to success."

By Bibi Raven

"Best practices aren’t always the best answer... you can spend a lot of time chasing them and never find success. While it’s always a good idea to implement best practices, learning how to identify and set the best priorities should be your main focus."

By Jake Bohall

"How to prioritise better. I started in an ecom business and was being pulled all over the place - would've loved to say "this isn't a priority" when I was being pushed to do a load of work that wouldn't move the SEO needle"

By Plants and SEO

"- You are not alone: there is an awesome SEO community out there, so contribute to it. And if you don't see one, build it.

- Try not to stress out so much. Keep a healthy perspective on what you are doing. Learn how to negotiate. Be part of the solution & listen to other depts"

By Kayleigh Toyra

"How SEO fits into the larger landscape of the particular business you're in. Interaction with other channels, how to place it in an overall strategy and how much weight to give it, and what area of SEO that will move the needle based on that."

By Ben Böhmer

"I wish I had known how valuable it was learning from building my own project websites. You can experiment to your heart's desire with your own site and you dont need anyone else's buy in!"

By Adam Durrant

"Build. A. Test. Site. So many SEOs have never done the simple process of buying a domain, setting up hosting, and dogfooding their own tactics. You'll learn more getting a site from zero to $50/mo than nearly anything else."

By Kris Roadruck

"SEO in theory, is very different to SEO in practice. There's very rarely 'an' answer, just lots of different shades of grey. What works in one scenario, might not work in another. Plus, it's all meaningless without business perspective."

By Geoff Kennedy

Take a look at more tips/advice when learning SEO in the answers to this tweet.

Like it? Share it
Get in touch
Send me a message.
Keep up with SEO News 

SUBSCRIBE TO #SEOFOMO