Free tools
Twenty-two of them, each measured before it was built and each doing one job. They run entirely in your browser: nothing is submitted, nothing is logged, and you can confirm that in your own network tab.
No email, no account, no export gated behind a form.
SEO tools
The pieces of a page that people get wrong, made right in the browser.
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SERP preview
Paste a title and description and see exactly where Google cuts them, measured in pixels rather than characters, because that is how Google measures them. Desktop and mobile.
Every rule about 60 characters is wrong in both directions. A title of wide letters runs out early and one of narrow letters goes further.
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LocalBusiness schema generator
JSON-LD for a shop people visit, or for a business that travels to customers. The second shape is the one most generators handle badly, and it is most of the trades.
A general-purpose generator makes the street address mandatory, which is how tradespeople end up publishing a home address in their markup.
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FAQ schema generator
FAQPage JSON-LD from the questions a page already answers, with each question checked against the page text you paste, because the markup may only describe what a visitor can see.
Google withdrew the FAQ dropdowns for most sites in 2023 and every other generator still promises them. This one says what the markup does now.
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Robots.txt generator
The paths to keep crawlers out of, the sitemap line, and a choice for each AI crawler, named one by one with what it does, from GPTBot to ClaudeBot.
Blocking the crawlers that train a model and blocking the ones that answer a customer’s question are different decisions, and most advice treats them as one.
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Hreflang tag generator
The alternate-language tags for a set of pages, checked against the ISO language and country lists, as HTML tags, an HTTP header or sitemap entries. One block for every page in the set.
Most generators accept any code you type. en-uk is the commonest wrong code on the web, and this one says the country is gb and uk means Ukrainian.
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Canonical tag generator
An address, or a list of them, into the rel="canonical" line and the header form, with every change named: the host lowercased, the fragment dropped, the tracking parameters removed, the slash and the rest of the query kept as typed. A relative address, a canonical on another host and an http canonical on an https page are flagged.
A generator that wraps whatever you type writes a wrong canonical as happily as a right one. Naming each change, and refusing to guess a relative address, is how the staging host and the tracking tag get caught before the tag ships.
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llms.txt validator
Paste an llms.txt file and see it checked against the proposal’s own rules: the H1, the summary, the H2 sections and every link, with each fault named by line and the outline drawn beside it.
Most validators score a file without saying which rule a line breaks. This one separates what the proposal rules out from what it does not rule on, and says the file is optional.
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AI visibility checker
The questions your customers would ask ChatGPT, Google AI Mode, Perplexity and the rest, built from your business, service and town, with a grid to mark what each answer did and a score worked out as you go.
An automatic checker asks from a data centre. OpenAI says ChatGPT search uses the asker’s location, so the answer that matters is the one a customer in your town gets, and you ask it from there.
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URL slug generator
A title, or a whole list of titles, into clean addresses, with every change named: case, accents, ampersands, apostrophes, punctuation, underscores, and the small words if you ask. It warns about a year in the address and about length, and never cuts a word for you.
A slug is easy to make and easy to make badly. Naming each change is how a dated address or two pages sharing one slug get caught before they are published.
Calculators
The sums a business owner needs before a marketing conversation, with your own figures and no price of ours.
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SEO ROI calculator
What a set of searches is worth in enquiries, customers and revenue, month by month over a year, from your own conversion figures. The spend is yours to type in.
Every calculator of this kind stops at visits and calls that a value. Visits are not a result, so this one carries on to enquiries and customers.
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Conversion rate calculator
Visits and enquiries into a rate, then the two routes to a target: more visits at this rate, or a better rate from the visits you have, and how to tell which job is yours.
A low rate with the right visitors is a page problem. A good rate with small numbers is a visits problem. They need different work.
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Break-even calculator
Fixed costs, what you charge for a sale and what it costs to deliver, into the sales a month that cover everything, the sales that reach a profit target, and the enquiries that takes.
The enquiries-needed figure is the number to hold any marketing promise against. A ranking that produces fewer has not paid for the month.
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CTR calculator
Clicks and impressions from one Search Console row into a click-through rate, compared with what that position usually earns, and the clicks a better title would add from the impressions you already have.
The same rate is excellent at position twelve and a problem at position three. A rate means nothing without the position that earned it.
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ROAS calculator
Revenue and ad spend into a return on ad spend, with the break-even ROAS from your own margin and the profit left after the ads are paid, which is the figure that decides whether to spend again.
A ROAS of four is a loss at a 20% margin and a good result at 60%. The ratio on its own cannot tell you which, so this one asks for the margin.
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CPC calculator
Spend and clicks into a cost per click, the clicks a monthly budget buys, the cost of an enquiry at your conversion rate, and what a click has to be worth for the campaign to pay for itself.
A click is not a result. The number to hold against what an enquiry is worth is the cost of an enquiry, and a cheap click from the wrong search is the expensive one.
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Customer lifetime value calculator
The average sale, how often a customer buys and how long they stay, into what one customer is worth in revenue and in gross profit over their whole time with you, the ratio to what one costs to win, and the most you can spend to win the next.
A lifetime value is the reason one business can outbid another for the same click. Most calculators stop at revenue; this one asks for the margin, because revenue is not what pays for the advert.
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Cost per lead calculator
Spend and enquiries into a cost per lead and a cost per customer, with the most a lead can cost before the customers it produces stop paying for it, from your own close rate and what a customer is worth.
There is no good cost per lead in general. A lead that is cheap for a roofer is ruinous for a florist, so the ceiling on this page comes from your own figures rather than a published average.
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Customer acquisition cost calculator
Spend, conversions and paying customers into a cost per acquisition and a customer acquisition cost, then the months of gross profit each new customer takes to pay back what it cost to win them.
Every calculator on this term stops at the division and quotes an industry average. The figure an owner can act on is the payback, and it needs the margin, which the averages never carry.
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Marketing budget calculator
Your revenue, your gross margin and the share you choose, into a budget for the year and the month, the sales it has to bring in to pay for itself, and the split across the channels you name.
The usual calculators pre-fill a share of revenue and call it what you should spend. The share here starts empty, because the figure that decides it is what the budget has to bring in at your own margin.
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PPC budget calculator
The enquiries you want, your conversion rate and the cost per click you see, into the monthly and daily advertising budget that target needs and the cost of each enquiry, and what a daily budget you are considering actually buys.
A budget set from what feels safe each day buys whatever the auction gives. Run from the target, the same three figures say what the account needs, and the conversion rate turns out to move it more than any bid.
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Churn rate calculator
The customers you had at the start of a period and the ones you lost in it, into the churn rate, what it comes to over a month and over a year by compounding, the share who stayed, and how long a customer stays if the rate holds.
Twelve monthly rates added together overstate the year, and the length of a stay is one divided by the rate in the period it was measured over. The page shows both as the arithmetic they are, starts every field empty and quotes no benchmark.
Reviews
The shortest path from a happy customer to the review box.
What is not here, and why
Most SEO tools need a server to fetch a page on your behalf, and this site does not have one. A browser cannot fetch somebody else’s page for you, so anything that inspects a live URL, a robots.txt, a set of headers or a live ranking is not buildable here and is not worth pretending to. The same goes for the "AI visibility" checkers that query the assistants for you: they need a server too, which is why the AI tool here is the one that sets what the assistants may read rather than one that claims to see what they say.
A Google Business Profile category browser would be genuinely useful and is the one we most wanted to build. It needs Google’s category list, which runs to several thousand entries and changes without notice, and a stale or invented list is worse than no list at all.
One correction. This page used to say a review link generator needed a paid key and a server. It does not: Google's own Place ID Finder shows any business its ID for free, so the generator is built, QR code included, and the earlier reasoning is recorded as wrong.
The rest of the free things
- The SEO audit checklist, with the template to download
- The Google Business Profile audit, with the template to download
- The local SEO checklist, with the audit template to download
- The SEO migration checklist
- The on-page SEO checklist
- ChatGPT SEO: how to get cited, from the vendors’ own documentation
- llms.txt: the file you can open, the format, and whether you need one
- Local citation sites, by country: the short list
- The SEO report template, a download
- The SEO proposal template, a download
- The SEO roadmap template, a download
- The SEO contract template, a download
- The SEO content template, a download
- Guides, written per trade
- The Google map pack
- Profile suspended?
- Google penalty recovery
Book a call with us
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.