Digital marketing fundamentals
Strategy, channels, campaign structure and measurement, taught by the platforms that run them.
Start with SkillshopTools
The stack I actually run.
There are a lot of genuinely useful tools out there, and plenty of them are free. I use most of these myself, so I have put them in one place to save you the hunting.
Browse by category
AI
Research, audits, content structure and the repetitive half of a workflow.
SEO
Finding out what people search for, and whether your site can be found at all.
Search Console Free
The only source of truth for how Google sees your site.
Google Business Profile Free
Highest-leverage free tool for any local business.
Google Trends Free
Seasonality and demand direction before you commit.
PageSpeed Insights Free
Core Web Vitals with real field data, not just lab scores.
Ahrefs Webmaster Tools Free
Free site audit and backlink data for your own domain.
Ubersuggest Freemium
Keyword ideas on a budget.
Semrush Paid
Competitor research, keyword gaps and site audits.
Google Search Central Free
The documentation that settles most SEO arguments.
Advertising
Only as good as the tracking behind them, which is where most accounts leak.
Analytics & tracking
Events that map to real business outcomes rather than pageviews.
eCommerce
Storefronts and the research tools that stop you guessing at products.
Shopify Paid
When the brand needs to own the customer relationship.
Etsy Seller Marketplace
Discovery-led products with buyer intent built in.
Amazon Seller Central Marketplace
Listings, PPC and inventory in one console.
Helium 10 Paid
Amazon keyword research and listing optimisation.
Jungle Scout Paid
Product research and demand validation.
Keepa Freemium
Price and rank history, so you can spot a fake bestseller.
Automation & email
The parts of a workflow that should not need a person.
Websites & design
The build I recommend for most small businesses, plus the design layer on top.
WordPress Free
Does not lock you into one agency.
Elementor Freemium
Editable by a non-developer, which is the whole point.
Rank Math Freemium
Sitemaps, schema, meta control and redirects.
Yoast SEO Freemium
Same job as Rank Math. Either is fine, pick one.
Canva Freemium
On-brand social and ad creative without a designer in the loop.
Every link goes to the tool’s official site. No affiliate links, and no padded list of 200 things I have never opened. Pricing labels reflect the tier that exists at the time of writing, so check the vendor before you budget.
Resources & free learning
Courses worth your time
Free training from the platforms themselves, plus the guides I have written here. A starter set, growing as I find more that are genuinely worth recommending.
SEO foundations
How search actually works, then keyword research, on-page structure and technical fixes, from the people who publish the rules.
Start with Search CentraleCommerce & marketplaces
Store setup, listing quality, marketplace search and the operations side of selling online.
Start with Shopify LearnAnalytics & tracking
GA4, Tag Manager and reporting: the layer that turns marketing activity into decisions you can defend.
Start with SkillshopRestructure a Google Business Profile
The six-part process behind a project that tripled monthly calls, written out step by step.
Abd Alamin
The technical SEO audit sequence
Crawlability, indexation, internal linking and Core Web Vitals, in the order that matters, with the fix for each finding.
Abd Alamin
Course thumbnails are generated tiles rather than screenshots, so nothing here pretends to be a course preview it is not. Drop a real image into a card and it replaces the tile. Only platforms with a reliable official URL are linked; anything else stays plain text.
Tools are the easy part
Rather have someone
run them for you?
These tools work. They also take time you might not have, and most of the value is in knowing which one to reach for.
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