Name: SEO toolkit
Brand: Smart Insights
SKU: SI0088
Price: 99.00 GBP
Availability: InStock

£99.00 £163.00 You save 39% One-time purchase

Get more from search by focusing on the SEO improvements that matter most

Understand the factors shaping your organic performance and use structured analysis, diagnostic tools and practical guidance to prioritize the improvements that will drive sustainable search growth.

This toolkit is right for you if you need to:

✓ Gain a clearer view of what limits your search performance
✓ Uncover the keywords, pages and technical issues holding back visibility
✓ Improve organic reach with focused on-page and technical enhancements
✓ Work more efficiently with ready-to-use audits, templates and diagnostic tools
✓ Monitor organic growth with structured metrics that show what’s working

Trusted by more than 1,000,000 marketers worldwide

Proven frameworks and resources relied on in real-world marketing teams

How the SEO toolkit works

The SEO Toolkit provides a structured set of planning, review, and reporting resources to help you manage search engine optimization in a more consistent and strategic way. It is designed to support both ongoing SEO activity and focused improvement initiatives by bringing key planning tasks into a clear, repeatable process.

The toolkit includes resources to help you assess current SEO performance, identify opportunities, and prioritize actions across technical SEO, content, and visibility. Rather than treating SEO as a series of disconnected tasks, the toolkit encourages a joined-up approach that links analysis, planning, and execution.

Planning templates and audit tools help you document your current position and define priorities based on impact and effort. This makes it easier to focus resources on the areas most likely to improve search performance, rather than spreading effort thinly across too many activities.

The toolkit also supports communication and reporting. Structured documents make it easier to explain SEO priorities, progress, and results to stakeholders, helping align expectations and maintain momentum over time.

All resources are provided in editable formats so they can be adapted to your website, market, and level of SEO maturity. The SEO Toolkit is intended to be used as an ongoing working resource that supports continuous improvement rather than a one-off exercise.

Instant download

Ready to use within seconds

Editable templates

Clear guides plus practical worksheets

One-time purchase

No subscription, yours to keep

A structured planning system, in one downloadable toolkit

Each toolkit brings together practical guides, templates and worksheets built around proven planning frameworks. Use them to structure your approach, document decisions, align activity across teams and move from strategy into execution, with tools designed to be reused, adapted and updated over time.

If bought individually £163.00

Toolkit price £99.00

You save 39%

£49.00 INCLUDED IN BUNDLE

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Why marketers trust Smart Insights

marketers have used the RACE Framework to plan, manage and optimize their marketing

businesses and teams rely on our resources to deliver more effective, data-driven marketing

+years

creating practical marketing frameworks used by professionals in organizations worldwide

RACE Growth System

Who we are

Dr. Dave Chaffey

What makes us different

A proven framework for marketing

The Smart Insights RACE Growth System underpins every resource in this toolkit. It gives marketers a structured way to plan and improve their activity, combining the RACE Planning Framework’s 25 essential activities across Reach, Act, Convert and Engage with the RACE Opportunity-Strategy-Action process, a three-step method for building growth plans.

Since 2010, RACE has been used by marketers in over 100 countries because it is practical, customer-centred and integrated across all channels. Each template, checklist and guide follows this proven approach, helping you align to the customer journey, blend on- and offline tactics and use data-driven KPIs to raise marketing performance.

Helping marketers grow with confidence

Smart Insights creates digital marketing toolkits designed to help marketers work more effectively. Used in over 100 countries, it brings together proven frameworks, practical tools and ready-to-use templates that support every stage of planning and execution.

Our content - like the RACE Digital Strategy toolkit - is created by experienced practitioners and grounded in real-world best practice, giving you clear steps to follow rather than theory to interpret. Whether you’re developing your skills or improving how your team works, Smart Insights gives you the structure, tools and confidence to plan smarter and deliver stronger results.

Expert guidance you can trust

Dr. Dave Chaffey, creator of the RACE Framework and co-founder of Smart Insights, is the author of bestselling digital marketing books including Digital Marketing: Strategy, Implementation and Practice and Digital Marketing Excellence.

With decades of experience advising global brands, Dave is known for clear, practical and data-driven guidance. He has supported organisations such as 3M, BP, Barclays, Dell, HSBC, Mercedes-Benz and Microsoft.

Every resource in our toolkits is shaped by this real-world expertise, giving you practical direction you can apply to improve your marketing performance.

A practical way to improve performance

Digital marketing is often fragmented and overly tactical, with training focused on channels rather than the bigger picture. Smart Insights takes a different approach. We help you build the balanced, T-shaped skills needed to plan strategically and deliver effectively across every stage of marketing.

You’ll learn how to create integrated strategies using the RACE Growth System, benchmark competitors and shape stronger Digital Value Propositions. You’ll develop data-driven capability through forecasting, GA4 reporting and dashboards, and enhance your creativity with structured brand and content ideation methods supported by modern marketing tools.

All of this is brought together through practical, editable templates that help you plan, monitor and improve results with clarity and confidence.

Marketers who use our toolkits say…

Has everything you need

I used the Smart Insights platform a few years ago when I established a company and I almost didn't know anything about marketing and returned recently because I needed to have up-to-date information. A great resource - highly recommended!

Yulia S

Verified customer

Great marketing resource

Smart Insights were one of the prominent digital marketing brands when I first began my career, and they still provide great resources today. No matter what stage you are at, there is great advice from even the most casual visit to their website.

David Pennington

Verified customer

Extremely helpful for me!

Extremely helpful for me! I'm a one person marketing department that does it all, including optimizing our website and SEO.

Lizz Larsen

Verified customer

High value, great people!

This has helped me get ahead in my career countless times. On top of offering an amazing product, it is so good to know that the people who are behind Smart Insights are authentic and believe in the value they are offering so completely (and such good marketers themselves). Couldn't recommend this product more highly!

Catherine Hancock

Verified customer

The best tool-box for marketers

I've discovered Smart Insights about a decade ago and it has always proven so helpful in my career in Marketing. A wonderful source of knowledge for marketeers, with so many tailored-made tools. I can warmly recommend their services.

Lucie Blot

Verified customer

My digital bible 😊

As a marketing consultant, I need to constantly update my knowledge. Thanks to Smart Insights I improve my digital expertise. My recommendations are more relevant. Smart insights is in my work a great companion, a little treasure where I find inspiration. I can't do without it.

Pascal L

Verified customer

It's my first port of call

Smart Insights is my first port of call when I'm looking for a new framework or simply new approaches to recurring challenges. It's a vast resource that's easy to navigate and consume. I highly recommend!

Melissa Fretwell

Verified customer

The most complete source

Smart Insights is from my point of view the most complete website about digital Marketing.

Jean-Baptiste

Verified customer

A complete package

I highly recommend looking into Smart Insights. I own and run a boutique agency and wear a ton of hats. I found Smart Insights provided me with everything from advice on growing my agency as well as valuable resources that helped me continue my personal education.

Kevin Alvarez

Verified customer

A wealth of digital knowlege

I am delighted to have joined Smart Insights. As someone who has worked in marketing for a number of years but fairly new to digital marketing, I was looking to increase my knowledge across all areas. I find the templates extremely useful.

Helen Kings

Verified customer

Gold mine of very practical content

Smart Insights has a wealth of useful information for marketers. The membership is good value and includes lots of great content.

James Foster

Verified customer

Frequently asked questions

Each toolkit is designed in a similar way with templates to help you apply the Smart Insights RACE 90-day planning process using a consistent approach of:

A. Review Opportunity (Audit and Set Objectives)
B. Define Strategy (Identify strategic approach and priorities)
C. Take Action (Report on performance with dashboards, apply best practices and SOPs)

Toolkits typically have an in-depth 7-Steps guide and a shorter Playbook which are downloadable PDFs which are far quicker to browse than online video courses, so you can efficiently review your strengths, weaknesses and where you need to prioritize.

Each toolkit is grounded in helping you understand the essential, need-to-know fundamentals of marketing success including strategic marketing, campaign planning, content marketing and data-driven marketing using Google Analytics.

SOPs are your secret weapon to using a more strategic, managed approach to integrated marketing.

They are repeatable practical tasks defining how to complete a marketing activity by following a series of steps in order to achieve a consistent approach and good results by applying best practices.

SOPs form the heart of our Digital Marketing Strategy toolkit - you can audit your approach and adopt them in the Digital marketing strategy audit/health check.

It also links to relevant templates to support you across all toolkits.

We recommend building in SOPs to our RACE 90-day planning process, selecting which you will prioritize in the upcoming periods.

For a comprehensive audit of all of your digital marketing, we recommend using our Digital Strategy Toolkit which will help you develop a complete digital marketing strategy and a 90-day plan so you start make a difference straightaway.

Tried-and-trusted templates are available in Word, Excel and Powerpoint / Google Docs which will enable you to summarize your strategy and communicate it to colleagues or clients.

Ensure you download the Digital marketing strategy audit/health check spreadsheet to amend to your business. It also links to relevant templates to support you across all toolkits.

If you perceive that you have a weakness or opportunity in one or more of the main digital marketing channels such as SEO, Paid media, Social Media marketing or Email marketing, then you can use the 7-Step guides and playbooks in each channel toolkit to review your strategy and then the spreadsheet templates to make practical improvements to your marketing for each channel.

The Smart Insights RACE Opportunity-Strategy-Action process was designed so that it can help all types of businesses of different sizes and from different sectors improve their results from digital marketing.

Our RACE system has been used since we launched in 2010 by businesses including:

Smaller businesses with an owner manager or single person responsible for marketing
Agencies and consultancies who apply our frameworks to their clients' businesses to improve results
Larger organizations in sectors including B2B, Financial Services, FMCG Brands, Healthcare, Pharmaceutical

Famous names who have applied our approach to their business since we launched include 3M, Accenture, Dell, Ernst and Young, Glaxo Smith Kline, HSBC and Rentokil Initial.

You will know that digital marketing changes fast, so since we launched our digital resource library, we have had a continuous annual programme of updating resources to ensure they cover the latest approaches.

Currently Generative AI (GenAI) is transforming marketing, as you'll know, so we recommend the latest best practices for using tools such as ChatGPT and Gemini for strategy, planning and copywriting. We recommend you start with our AI Governance Policy Playbook for a recommend approach to improve your marketing.

One of our most popular resources is the digital media updates tracker which is updated quarterly to summarize the most important changes from the digital platforms such as Google and Meta that marketers need to know about.

You’ll get instant digital access as soon as your payment is confirmed. Your downloads and toolkit materials will be available immediately.