diff --git a/modules/wowchemy-core/README.md b/modules/wowchemy-core/README.md
new file mode 100644
index 00000000..fc66b1d2
--- /dev/null
+++ b/modules/wowchemy-core/README.md
@@ -0,0 +1,13 @@
+# wowchemy-core
+
+Core Wowchemy utilities and integrations.
+
+A module for commonalities between the `wowchemy` (Bootstrap) and `wowchemy-tailwind` (Tailwind) UIs.
+
+## Uses
+
+Used in the following modules:
+
+- wowchemy-seo
+- wowchemy
+- wowchemy-tailwind
diff --git a/modules/wowchemy-core/config.yaml b/modules/wowchemy-core/config.yaml
new file mode 100644
index 00000000..7d9ee8af
--- /dev/null
+++ b/modules/wowchemy-core/config.yaml
@@ -0,0 +1,4 @@
+module:
+  mounts:
+    - source: layouts
+      target: layouts
diff --git a/modules/wowchemy-core/go.mod b/modules/wowchemy-core/go.mod
new file mode 100644
index 00000000..17d476e8
--- /dev/null
+++ b/modules/wowchemy-core/go.mod
@@ -0,0 +1,3 @@
+module github.com/wowchemy/wowchemy-hugo-themes/modules/wowchemy-core
+
+go 1.15
diff --git a/modules/wowchemy/layouts/partials/functions/get_author_name.html b/modules/wowchemy-core/layouts/partials/functions/get_author_name.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/functions/get_author_name.html
rename to modules/wowchemy-core/layouts/partials/functions/get_author_name.html
diff --git a/modules/wowchemy/layouts/partials/functions/get_featured_image.html b/modules/wowchemy-core/layouts/partials/functions/get_featured_image.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/functions/get_featured_image.html
rename to modules/wowchemy-core/layouts/partials/functions/get_featured_image.html
diff --git a/modules/wowchemy/layouts/partials/functions/get_hook.html b/modules/wowchemy-core/layouts/partials/functions/get_hook.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/functions/get_hook.html
rename to modules/wowchemy-core/layouts/partials/functions/get_hook.html
diff --git a/modules/wowchemy/layouts/partials/functions/get_icon.html b/modules/wowchemy-core/layouts/partials/functions/get_icon.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/functions/get_icon.html
rename to modules/wowchemy-core/layouts/partials/functions/get_icon.html
diff --git a/modules/wowchemy/layouts/partials/functions/get_logo.html b/modules/wowchemy-core/layouts/partials/functions/get_logo.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/functions/get_logo.html
rename to modules/wowchemy-core/layouts/partials/functions/get_logo.html
diff --git a/modules/wowchemy/layouts/partials/functions/get_logo_url.html b/modules/wowchemy-core/layouts/partials/functions/get_logo_url.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/functions/get_logo_url.html
rename to modules/wowchemy-core/layouts/partials/functions/get_logo_url.html
diff --git a/modules/wowchemy-core/layouts/partials/functions/get_page_title.html b/modules/wowchemy-core/layouts/partials/functions/get_page_title.html
new file mode 100644
index 00000000..0151e8f3
--- /dev/null
+++ b/modules/wowchemy-core/layouts/partials/functions/get_page_title.html
@@ -0,0 +1,8 @@
+{{ $title := "" }}
+{{ with .Params.seo.title }}
+  {{ $title = replace . "{brand}" site.Title }}
+{{ else }}
+  {{ $title = .Title | default site.Title }}
+  {{ if ne $title site.Title }}{{ $title = printf "%s | %s" $title site.Title }}{{ end }}
+{{ end }}
+{{ return $title }}
diff --git a/modules/wowchemy-core/layouts/shortcodes/dependencies.html b/modules/wowchemy-core/layouts/shortcodes/dependencies.html
new file mode 100644
index 00000000..dc8aee61
--- /dev/null
+++ b/modules/wowchemy-core/layouts/shortcodes/dependencies.html
@@ -0,0 +1,30 @@
+<h2>Dependencies</h2>
+<table class="table">
+    <thead>
+    <tr>
+        <th scope="col">#</th>
+        <th scope="col">Owner</th>
+        <th scope="col">Path</th>
+        <th scope="col">Version</th>
+        <th scope="col">Time</th>
+        <th scope="col">Vendor</th>
+    </tr>
+    </thead>
+    <tbody>
+    {{ range $i, $e := hugo.Deps }}
+    <tr>
+        <th scope="row">{{ add $i 1 }}</th>
+        <td>{{ with .Owner }}{{.Path }}{{ end }}</td>
+        <td>
+        {{ .Path }}
+        {{ with .Replace}}
+        => {{ .Path }}
+        {{ end }}
+        </td>
+        <td>{{ .Version }}</td>
+        <td>{{ with .Time }}{{ . }}{{ end }}</td>
+        <td>{{ .Vendor }}</td>
+    </tr>
+    {{ end }}
+    </tbody>
+</table>
diff --git a/modules/wowchemy-plugin-netlify/README.md b/modules/wowchemy-plugin-netlify/README.md
index e62251f2..3f48ff4b 100644
--- a/modules/wowchemy-plugin-netlify/README.md
+++ b/modules/wowchemy-plugin-netlify/README.md
@@ -16,6 +16,13 @@ By default, the plugin will help secure your site with some common security head
        - path: github.com/wowchemy/wowchemy-hugo-themes/modules/wowchemy-plugin-netlify
    ```
 
+2. Tell Hugo to generate the Netlify `headers` and `redirects` files by adding them to Hugo's `outputs` config. For example,
+
+   ```yaml
+   outputs:
+     home: [..., headers, redirects]
+   ```
+
 ## Configure
 
 - 📚 [View the **documentation**](https://wowchemy.com/docs/hugo-tutorials/security/)
diff --git a/modules/wowchemy-seo/README.md b/modules/wowchemy-seo/README.md
new file mode 100644
index 00000000..b2bbdb06
--- /dev/null
+++ b/modules/wowchemy-seo/README.md
@@ -0,0 +1,27 @@
+# wowchemy-seo
+
+A Wowchemy/Hugo plugin for [Search Engine Optimisation (SEO)](https://wowchemy.com/docs/hugo-tutorials/seo/), site verification, and [analytics](https://wowchemy.com/docs/hugo-tutorials/analytics/).
+
+## Install
+
+The main `wowchemy` module will automatically include the SEO module in your site so you don't have to.
+
+Otherwise, if you are not using the main `wowchemy` module, you can get SEO features for your Hugo site by following the guide below:
+
+1. Add the module to your `config/_default/config.yaml`:
+
+   ```yaml
+   module:
+     imports:
+       - path: github.com/wowchemy/wowchemy-hugo-themes/modules/wowchemy-seo
+   ```
+
+2. If you're not using the main `wowchemy` module, load the SEO module in your site's `<head>` with:
+
+   ```go
+   {{ partial "wowchemy_seo" . }}
+   ```
+
+## Usage
+
+[View the documentation](https://wowchemy.com/docs/hugo-tutorials/seo/)
diff --git a/modules/wowchemy/assets/media/icon.png b/modules/wowchemy-seo/assets/media/icon.png
similarity index 100%
rename from modules/wowchemy/assets/media/icon.png
rename to modules/wowchemy-seo/assets/media/icon.png
diff --git a/modules/wowchemy-seo/config.yaml b/modules/wowchemy-seo/config.yaml
new file mode 100644
index 00000000..1aa622ea
--- /dev/null
+++ b/modules/wowchemy-seo/config.yaml
@@ -0,0 +1,10 @@
+sitemap:
+  changefreq: weekly
+module:
+  mounts:
+    - source: assets
+      target: assets
+    - source: layouts
+      target: layouts
+  imports:
+    - path: github.com/wowchemy/wowchemy-hugo-themes/modules/wowchemy-core
diff --git a/modules/wowchemy-seo/go.mod b/modules/wowchemy-seo/go.mod
new file mode 100644
index 00000000..4c60a7e6
--- /dev/null
+++ b/modules/wowchemy-seo/go.mod
@@ -0,0 +1,7 @@
+module github.com/wowchemy/wowchemy-hugo-themes/modules/wowchemy-seo
+
+go 1.15
+
+require (
+	github.com/wowchemy/wowchemy-hugo-themes/modules/wowchemy-core v0.1.0
+)
diff --git a/modules/wowchemy/layouts/_default/sitemap.xml b/modules/wowchemy-seo/layouts/_default/_markup/sitemap.xml
similarity index 100%
rename from modules/wowchemy/layouts/_default/sitemap.xml
rename to modules/wowchemy-seo/layouts/_default/_markup/sitemap.xml
diff --git a/modules/wowchemy/layouts/index.webmanifest b/modules/wowchemy-seo/layouts/index.webmanifest
similarity index 72%
rename from modules/wowchemy/layouts/index.webmanifest
rename to modules/wowchemy-seo/layouts/index.webmanifest
index 3a0cd1ac..ec443066 100644
--- a/modules/wowchemy/layouts/index.webmanifest
+++ b/modules/wowchemy-seo/layouts/index.webmanifest
@@ -1,10 +1,11 @@
 {{- $scr := .Scratch -}}
+{{- $theme_color := ($scr.Get "primary") | default site.Params.appearance.primary_color | default "#fff" -}}
 {
   "name": "{{site.Title}}",
   "short_name": "{{site.Title}}",
   "lang": "{{ site.LanguageCode | default "en-us" }}",
-  "theme_color": "{{ $scr.Get "primary" }}",
-  "background_color": "{{ $scr.Get "primary" }}",
+  "theme_color": "{{ $theme_color }}",
+  "background_color": "{{ $theme_color }}",
   "icons": [{
     "src": "{{ (partial "functions/get_icon" 192).RelPermalink }}",
     "sizes": "192x192",
diff --git a/modules/wowchemy/layouts/partials/marketing/baidu_tongji.html b/modules/wowchemy-seo/layouts/partials/analytics/baidu_tongji.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/marketing/baidu_tongji.html
rename to modules/wowchemy-seo/layouts/partials/analytics/baidu_tongji.html
diff --git a/modules/wowchemy/layouts/partials/marketing/google_analytics.html b/modules/wowchemy-seo/layouts/partials/analytics/google_analytics.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/marketing/google_analytics.html
rename to modules/wowchemy-seo/layouts/partials/analytics/google_analytics.html
diff --git a/modules/wowchemy/layouts/partials/marketing/google_tag_manager.html b/modules/wowchemy-seo/layouts/partials/analytics/google_tag_manager.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/marketing/google_tag_manager.html
rename to modules/wowchemy-seo/layouts/partials/analytics/google_tag_manager.html
diff --git a/modules/wowchemy-seo/layouts/partials/analytics/main.html b/modules/wowchemy-seo/layouts/partials/analytics/main.html
new file mode 100644
index 00000000..a7b438f2
--- /dev/null
+++ b/modules/wowchemy-seo/layouts/partials/analytics/main.html
@@ -0,0 +1,4 @@
+{{ partial "analytics/google_analytics" . }}
+{{ partial "analytics/google_tag_manager" . }}
+{{ partial "analytics/microsoft_clarity" . }}
+{{ partial "analytics/baidu_tongji" . }}
diff --git a/modules/wowchemy/layouts/partials/marketing/microsoft_clarity.html b/modules/wowchemy-seo/layouts/partials/analytics/microsoft_clarity.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/marketing/microsoft_clarity.html
rename to modules/wowchemy-seo/layouts/partials/analytics/microsoft_clarity.html
diff --git a/modules/wowchemy/layouts/partials/jsonld/article.html b/modules/wowchemy-seo/layouts/partials/jsonld/article.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/jsonld/article.html
rename to modules/wowchemy-seo/layouts/partials/jsonld/article.html
diff --git a/modules/wowchemy/layouts/partials/jsonld/business.html b/modules/wowchemy-seo/layouts/partials/jsonld/business.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/jsonld/business.html
rename to modules/wowchemy-seo/layouts/partials/jsonld/business.html
diff --git a/modules/wowchemy/layouts/partials/jsonld/event.html b/modules/wowchemy-seo/layouts/partials/jsonld/event.html
similarity index 94%
rename from modules/wowchemy/layouts/partials/jsonld/event.html
rename to modules/wowchemy-seo/layouts/partials/jsonld/event.html
index e0add5b8..02299b98 100644
--- a/modules/wowchemy/layouts/partials/jsonld/event.html
+++ b/modules/wowchemy-seo/layouts/partials/jsonld/event.html
@@ -1,6 +1,6 @@
 {{ $page := .page }}
 {{ $summary := .summary }}
-{{ $featured_image := partial "funcctions/get_featured_image.html" $page }}
+{{ $featured_image := partial "functions/get_featured_image.html" $page }}
 {{ $author := partial "functions/get_author_name" $page }}
 
 <script type="application/ld+json">
diff --git a/modules/wowchemy/layouts/partials/jsonld/main.html b/modules/wowchemy-seo/layouts/partials/jsonld/main.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/jsonld/main.html
rename to modules/wowchemy-seo/layouts/partials/jsonld/main.html
diff --git a/modules/wowchemy/layouts/partials/jsonld/website.html b/modules/wowchemy-seo/layouts/partials/jsonld/website.html
similarity index 100%
rename from modules/wowchemy/layouts/partials/jsonld/website.html
rename to modules/wowchemy-seo/layouts/partials/jsonld/website.html
diff --git a/modules/wowchemy-seo/layouts/partials/seo_tags.html b/modules/wowchemy-seo/layouts/partials/seo_tags.html
new file mode 100644
index 00000000..546bbfc6
--- /dev/null
+++ b/modules/wowchemy-seo/layouts/partials/seo_tags.html
@@ -0,0 +1,123 @@
+{{ $scr := .Scratch }}
+
+{{/* Request search engines not to index private pages. */}}
+{{ if .Params.private }}
+  <meta name="robots" content="noindex" />
+{{- end -}}
+
+{{/* Attempt to load superuser (the main site author). */}}
+{{ $superuser_name := "" }}
+{{ $superuser_username := "" }}
+{{ $superuser_role := "" }}
+{{ range first 1 (where (where site.Pages "Section" "authors") "Params.superuser" true) }}
+  {{ $superuser_name = .Title }}
+  {{ $superuser_username = path.Base .File.Dir }}
+  {{ $superuser_role = .Params.role }}
+{{ end }}
+
+{{/* Set superuser globally for `wowchemy` module's `page_author.html`. */}}
+{{ $scr.Set "superuser_username" $superuser_username }}
+
+{{ with $superuser_name }}
+  <meta name="author" content="{{ . }}" />
+{{ end }}
+
+{{/* Generate page description. */}}
+{{ $desc := "" }}
+{{ if .Params.summary }}
+  {{ $desc = .Params.summary }}
+{{ else if .Params.abstract }}
+  {{ $desc = .Params.abstract }}
+{{ else if .IsPage }}
+  {{ $desc = .Summary }}
+{{ else if site.Params.marketing.seo.description }}
+  {{ $desc = site.Params.marketing.seo.description }}
+{{ else }}
+  {{ $desc = $superuser_role }}
+{{ end }}
+<meta name="description" content="{{ $desc }}" />
+
+{{/* Get all URL variations for the page. */}}
+{{ range .Translations }}
+  <link rel="alternate" hreflang="{{ .Lang }}" href="{{ .Permalink }}" />
+{{ end }}
+<link rel="alternate" hreflang="{{ site.LanguageCode | default "en-us" }}" href="{{ .Permalink }}" />
+<link rel="canonical" href="{{ .Permalink }}" />
+
+{{/* Progressive Web App (PWA) Manifest */}}
+{{ with site.Home.OutputFormats.Get "WebAppManifest" }}
+  <link rel="manifest" href="{{ .RelPermalink }}" />
+{{ end }}
+
+{{/* Progressive Web App (PWA) Icon */}}
+<link rel="icon" type="image/png" href="{{ (partial "functions/get_icon" 32).RelPermalink }}" />
+<link rel="apple-touch-icon" type="image/png" href="{{ (partial "functions/get_icon" 180).RelPermalink }}" />
+{{ $theme_color := ($scr.Get "primary") | default site.Params.appearance.primary_color | default "#fff" }}
+<meta name="theme-color" content="{{ $theme_color }}" />
+
+{{/* Get page image for social sharing. */}}
+{{ $sharing_image := resources.GetMatch (path.Join "media" "sharing.*") }}
+{{/* Search for an image "*featured*" in post folder */}}
+{{ $featured_image := partial "functions/get_featured_image.html" . }}
+{{ $avatar_image := (.Resources.ByType "image").GetMatch "avatar*" }}
+{{ $has_logo := fileExists "assets/media/logo.png" | or (fileExists "assets/media/logo.svg") }}
+{{ $og_image := "" }}
+{{ $twitter_card := "summary_large_image" }}
+{{ if (and (eq .Kind "term") $avatar_image) }}
+  {{/* Match image processing in About widget to prevent generating more images than necessary. */}}
+  {{ $og_image = ($avatar_image.Fill "270x270 Center").Permalink }}
+  {{ $twitter_card = "summary" }}
+{{ else if $featured_image }}
+  {{ $og_image = $featured_image.Permalink }}
+{{ else if $sharing_image }}
+  {{ $og_image = $sharing_image.Permalink }}
+{{ else if $has_logo }}
+  {{ $og_image = (partial "functions/get_logo" (dict "constraint" "fit" "size" 300)).Permalink }}
+  {{ $twitter_card = "summary" }}
+{{ else }}
+  {{ $og_image = (partial "functions/get_icon" 512).Permalink }}
+  {{ $twitter_card = "summary" }}
+{{ end }}
+{{ $scr.Set "og_image" $og_image }}{{/* Set `og_image` globally for `rss.xml`. */}}
+
+{{ $title := partial "functions/get_page_title" . }}
+
+{{/* Twitter metadata. */}}
+<meta property="twitter:card" content="{{ $twitter_card }}" />
+{{ with site.Params.marketing.seo.twitter }}
+  <meta property="twitter:site" content="@{{ . }}" />
+  <meta property="twitter:creator" content="@{{ . }}" />
+{{ end }}
+{{- with $og_image -}}
+  <meta property="twitter:image" content="{{ . }}" />
+{{- end -}}
+
+{{/* Open Graph metadata. */}}
+<meta property="og:site_name" content="{{ site.Title }}" />
+<meta property="og:url" content="{{ .Permalink }}" />
+<meta property="og:title" content="{{ $title }}" />
+<meta property="og:description" content="{{ $desc }}" />
+{{- with $og_image -}}
+  <meta property="og:image" content="{{ . }}" />
+{{- end -}}
+<meta property="og:locale" content="{{ site.LanguageCode | default "en-us" }}" />
+{{ if .IsPage }}
+  {{ if not .PublishDate.IsZero }}
+    <meta
+      property="article:published_time"
+      content="{{ .PublishDate.Format "2006-01-02T15:04:05-07:00" | safeHTML }}"
+    />
+  {{ else if not .Date.IsZero }}
+    <meta property="article:published_time" content="{{ .Date.Format "2006-01-02T15:04:05-07:00" | safeHTML }}" />
+  {{ end }}
+  {{ if not .Lastmod.IsZero }}
+    <meta property="article:modified_time" content="{{ .Lastmod.Format "2006-01-02T15:04:05-07:00" | safeHTML }}">
+  {{ end }}
+{{ else }}
+  {{ if not .Date.IsZero }}
+    <meta property="og:updated_time" content="{{ .Date.Format "2006-01-02T15:04:05-07:00" | safeHTML }}" />
+  {{ end }}
+{{ end }}
+
+{{/* JSONLD page metadata. */}}
+{{ partial "jsonld/main" (dict "page" . "summary" $desc) }}
diff --git a/modules/wowchemy-seo/layouts/partials/site_verification.html b/modules/wowchemy-seo/layouts/partials/site_verification.html
new file mode 100644
index 00000000..fa00e481
--- /dev/null
+++ b/modules/wowchemy-seo/layouts/partials/site_verification.html
@@ -0,0 +1,9 @@
+{{ with site.Params.marketing.verification.google }}
+  <meta name="google-site-verification" content="{{ . }}" />
+{{- end -}}
+{{ with site.Params.marketing.verification.baidu }}
+  <meta name="baidu-site-verification" content="{{ . }}" />
+{{- end -}}
+{{ with site.Params.marketing.verification.bing }}
+  <meta name="msvalidate.01" content="{{ . }}" />
+{{- end -}}
diff --git a/modules/wowchemy-seo/layouts/partials/wowchemy_seo.html b/modules/wowchemy-seo/layouts/partials/wowchemy_seo.html
new file mode 100644
index 00000000..a205a474
--- /dev/null
+++ b/modules/wowchemy-seo/layouts/partials/wowchemy_seo.html
@@ -0,0 +1,6 @@
+{{/* Site Verification and Analytics */}}
+{{ partial "site_verification" . }}
+{{ partial "analytics/main" . }}
+
+{{/* Load SEO tags */}}
+{{ partial "seo_tags" . }}
diff --git a/modules/wowchemy/layouts/robots.txt b/modules/wowchemy-seo/layouts/robots.txt
similarity index 100%
rename from modules/wowchemy/layouts/robots.txt
rename to modules/wowchemy-seo/layouts/robots.txt