10 Best Free SEO Audit Tools for 2025

SEO audits introduce you to the complexities of web ranking. Scaling your online presence will require an expert audit at regular intervals. 

To get the maximum output from these tools, you must be clear about the topic and what to expect from your audit procedures. 

What is an SEO audit? 

SEO audits are key to improving a website’s visibility in search engines. The more visible your website is, the more traffic it attracts, ultimately leading to higher chances of converting visitors into customers. This results in better ROI, making SEO audits essential for any business looking to succeed online. Regular audits ensure your site stays competitive and continues to grow.

10 best free SEO audit tools

1. Google PageSpeed Insights

Best For: Site Speed Optimization

This tool is fantastic for checking how quickly your pages load. Why does that matter? Well, research shows that if a page takes longer than 3 seconds to load, half the visitors will leave. Google PageSpeed gives you tips on how to make your site faster, like optimising images or reducing large files.

Unique Feature: It not only reports on desktop and mobile page speed but also provides actionable insights directly from Google’s Core Web Vitals, which influence ranking. You may want to check out What is Performance Marketing? If you’re interested in that field. 

2. GTMetrix

Best For: Advanced Site Performance Analysis

This one takes speed checks a bit further. It shows a “waterfall” view of your page load—basically, where each element loads and how long it takes. This extra detail can be super helpful to pinpoint exactly where speed issues are coming from.

Unique Feature: GTMetrix allows in-depth waterfall analysis, showing exactly where load delays happen. It includes detailed recommendations for performance improvements across various browsers and devices.

3. Google Mobile-Friendly Test

Best For: Mobile Optimization

Since more than half of all searches are on mobile, it’s crucial to know if your site looks and functions well on smaller screens. This tool checks for mobile issues like tiny text or awkward buttons, so you can fix any problems keeping users from enjoying your site on the go.

Unique Feature: Checks the mobile-friendliness of individual URLs and highlights issues like viewport configuration or text sizing, making it easy to address mobile usability problems.

4. Google Search Console

Best For: Indexing and Crawlability

This free tool provides an “Index Coverage” report, which lists issues with pages that may not be visible in search results, along with insights on crawling errors, security issues, and mobile usability.

5. Screaming Frog SEO Spider

Best For: Site Crawling and Technical Audits

Known for its powerful crawling capabilities, Screaming Frog audits up to 500 URLs for free and provides in-depth information on status codes, meta descriptions, and site structure in a downloadable format.

6. Ahrefs Keyword Explorer

Best For: Keyword Analysis

Imagine you know exactly which words bring people to your site and which words you should be targeting to bring in even more visitors. This tool gives insights into the popularity and difficulty of keywords and even tells you how competitors are ranking for those same keywords.

7. Google Analytics

Best For: Keyword and Traffic Analysis

While not purely an SEO tool, it’s great for understanding which keywords are bringing in traffic. It helps you spot high-traffic keywords and identify those that might need a little push to climb up the search results. SEO tactics can work well when you want to Start a Business with Zero Investment. Check it out today!

8. AnswerThePublic

Best For: Finding Content Ideas and User Intent Keywords

This is a fun one! It takes your keyword and shows what questions people are asking about that topic. This is great for content ideas and understanding what your audience really wants to know. You might even find some unique angles to write about.

This tool visually maps out questions, comparisons, and related search queries around keywords, revealing potential content gaps and insights into user intent.

9. Moz On-Page Grader

Best For: On-Page SEO Optimization

Think of this as your checklist for each page. It will tell you if your page has a strong title, a good description, and the right keywords in the right places. If there’s something missing, Moz gives you a heads-up.

Moz On-Page Grader evaluates specific on-page elements like title tags, meta descriptions, and keyword usage, providing a simple checklist for each page.

10. Yoast SEO (for WordPress Sites)

Best For: Content and On-Page Optimization

For WordPress users, Yoast is like having a friendly SEO assistant in real-time. It gives tips on everything from word choice to readability. For example, it’ll let you know if a sentence is too long or if you’ve overused a keyword.

Yoast SEO provides real-time optimization tips, such as keyword density, readability, and SEO best practices. It’s also highly user-friendly and ideal for those new to SEO.

How to perform SEO audits?

So, you’ve got a list of SEO tools, but how do you know what to check? 

This checklist will guide you through each important area, helping you understand how your web pages are performing and what changes could boost your SEO score. We’ll cover some target ranges and scores, so you know what ‘good’ really looks like

 

Step 1: Site Speed and Mobile Friendliness

"First up, let’s talk about Site Speed and Mobile Friendliness. These two are often the first impressions visitors get, so they’re crucial for SEO.

• Site Speed: Use tools like Google PageSpeed Insights or GTMetrix to get a score. Ideally, you want a score of 90 or above on Google PageSpeed Insights. If your score is below 50, that’s a sign to optimize—maybe by compressing images or reducing large files.

• Mobile Friendliness: Google’s Mobile-Friendly Test can help here. Look for a ‘Pass’ result. This shows your site is easy to use on mobile, which matters since over 50% of searches are mobile. A ‘Fail’ means you might need to adjust font sizes, button placement, or responsive design."
  
  

Step 2: Core Web Vitals

"Now, let’s move on to Core Web Vitals. These are three metrics that Google uses to measure user experience:

• Largest Contentful Paint (LCP): This measures how long it takes for the main content to load. Aim for 2.5 seconds or less.

• First Input Delay (FID): This shows how long it takes for the page to respond to a user’s first interaction, like a click. Aim for an FID of less than 100 milliseconds.

• Cumulative Layout Shift (CLS): This measures visual stability, or how much things jump around as they load. A CLS score of 0.1 or lower is ideal.

Checking these with Google Search Console or PageSpeed Insights will give you a clear score on user experience.

Step 3: Content Quality and Optimization

"Next up is Content Quality and Optimization. Here, you’re focusing on keyword usage, readability, and value.

• Keyword Optimization: Use a tool like Ahrefs or Ubersuggest to ensure you’re targeting the right keywords. Ideally, each page should have a primary keyword in the title, headers, and naturally within the text. Avoid overusing keywords, as this can lower your quality score.

• Readability: A tool like Hemingway Editor can check if your content is clear and easy to read. Aim for a readability grade of 8th grade or lower to keep things simple and accessible.

• Content Uniqueness: Google favours original content, so make sure you’re adding unique insights. Duplicate content can hurt your score. Tools like Copyscape can check for this.
  
  

Step 4: On-Page Elements

"Let’s look at On-Page Elements. These are the pieces that tell search engines and users what each page is about.

• Title Tags: Make sure each page has a unique and descriptive title tag under 60 characters. It should include the primary keyword naturally.

• Meta Descriptions: These summaries should be around 150-160 characters. While they don’t directly impact ranking, a clear and inviting description can increase click-through rates.

• Headers (H1, H2, H3): Use headers to structure your content. Your primary keyword should appear in the H1 header. Make sure subheadings (H2, H3) break down content logically, which helps readers and improves SEO.
  
  

Step 5: Technical SEO Elements

Now we’re diving into Technical SEO Elements. This is where we ensure your site is technically sound and easy for search engines to crawl.

• XML Sitemap: Check if you have an updated XML sitemap, which helps search engines navigate your site. You can generate one using Yoast SEO or Screaming Frog. Submit it to Google Search Console if it’s not already listed.

• Robots.txt: This file tells search engines which pages to crawl and which to skip. Use a tool like SEOquake to check if your robots.txt is correctly set up and not blocking important pages.

• Broken Links: Broken links affect user experience and SEO. Run a broken link check with Ahrefs Site Audit or Screaming Frog. Aim for zero broken links if possible, as they can negatively impact your SEO score.
  
  

Step 6: Backlink Profile and Domain Authority

Finally, let’s talk about Backlink Profile and Domain Authority. Backlinks are still a significant factor in SEO ranking.

• Backlink Quality: Use Ahrefs or Moz Link Explorer to check your backlinks. Focus on quality over quantity—getting a few links from reputable sites is more valuable than many from low-quality sites.

• Domain Authority (DA): This is a Moz score that predicts how well a site will rank. For new sites, a DA of 20-30 is average, while established sites should aim for 50 and above. Use MozBar to quickly check your DA.

• Disavow Bad Links: Low-quality or spammy backlinks can hurt your SEO. If you identify any, use Google’s Disavow Tool to ignore them.
  
  

Conclusion: Summing Up the Checklist

So, that’s the SEO audit checklist! Here’s a quick recap:

1. Site Speed & Mobile Friendliness: Keep load time under 3 seconds and make sure you pass Google’s mobile test.

2. Core Web Vitals: Aim for good scores in LCP, FID, and CLS to ensure a smooth user experience.

3. Content Quality & Optimization: Use clear, keyword-focused content that’s unique and easy to read.

4. On-Page Elements: Ensure each page has unique title tags, meta descriptions, and a well-organized header structure.

5. Technical SEO: Maintain a solid XML sitemap, robots.txt file, and zero broken links.

6. Backlink Profile & Domain Authority: Focus on quality backlinks and keep an eye on your domain authority.

Following this checklist will help you keep your site optimized, making it easier for search engines to rank it well. 

And remember, SEO audits aren’t just about scoring high—they’re about understanding how users interact with your site and constantly improving it. 

Any questions on where to start or what each step involves?

We have a blog titled What is Synthetic Data? Make sure you explore that!