Free SEO tools.

Which free SEO tool should you use?

Choose a tool around a problem you can describe. A missing image description needs a different check from a product page with the wrong canonical URL. This table gives you a starting point and a concrete next step.

Free SEO tools for your first website audit

For a first audit, pick a page that matters to your business: a service page people should enquire through, a product you actually sell or an article that already receives search impressions. Work through that URL before checking every page on the site.

1. Read the page alongside the report. Open the general SEO analyzer and compare its findings with what a visitor sees. A title can pass a length check and still fail to explain the offer.
2. Check the basics you can act on. Look for missing or misleading metadata, links that lead to the wrong place, image descriptions that add no useful information and a canonical pointing at an unrelated URL.
3. Make the changes where the page is published. Update the relevant CMS fields or template. If the same issue appears on several product pages, inspect the shared template before editing them one by one.
4. Publish and check the same URL again. Keep a short record of the change and date. Use Search Console to follow search performance, rather than treating a checklist score as the outcome.

Most tools here inspect fetched HTML from a single public page. They may miss content added later by JavaScript, and they cannot open a private dashboard. For Google's view of a URL, use URL Inspection in Search Console, as described in the Google SEO Starter Guide.

Free on-page SEO tools for titles and long-tail ideas

The Meta Tags Checker shows what a page publishes now. The SEO Title Optimizer and Meta Description Generator help draft alternatives. Read every suggestion against the actual page before using it. A title promising a comparison needs a comparison on the page.

For a small repair business, “Boiler service in Leeds” is more informative than “Home | Welcome.” A description can explain the service area and how to book, provided both are accurate. Search engines may choose different title or snippet text; a preview is an editing aid, not a promise about the final result.

Use long-tail keywords to find a specific question

Start the free keyword idea generator with a topic you know. A seed such as “product photography” might lead you to questions about white backgrounds, image sizes or writing alt text for colour variants. Choose the question you can answer with useful examples.

The suggestions come from AI. There is no measured search-volume database behind them, and difficulty labels are estimates. Use your Search Console queries to find phrases with existing impressions, then check whether the page answers that intent. A longer phrase is useful when it makes the task clearer; extra words alone do not make it a good target.

Free technical SEO tools for crawl files and page tags

Use the XML Sitemap Generator when you need a file listing your important page URLs. If your CMS already maintains one, check that output before creating a second version. A sitemap helps communicate URLs; it does not guarantee that they will be indexed.

The Robots.txt Generator prepares crawl rules. Review those rules carefully before replacing the live file. Robots.txt controls crawler access and does not protect confidential content or reliably remove a URL from search. Google's robots.txt guide explains the distinction between crawling and indexing.

For duplicate URLs, use the canonical tag checker to inspect the preferred version declared by the page. A canonical is a signal, and Google can select a different URL. Keep internal links and sitemap entries consistent with the version you want to use. See Google's canonical URL guidance for the supported methods.

On a multilingual site, check a representative translated page with the Hreflang Checker. For performance, the Page Speed Checker offers basic timing and HTML hints. Use PageSpeed Insights for a dedicated performance assessment. Proxy request timing is not a measurement of a visitor's loading experience.

Free SEO tools for WordPress and small business websites

You can check a public WordPress page without installing another plugin. Paste the published URL into the relevant checker, then make the change in the editor or SEO settings that control that field. After publishing, clear any relevant page cache and inspect the live URL again.

For a local business site, start with the homepage and main service pages. Check that the title identifies the service, that important links work and that contact information is easy to find. A page about emergency plumbing should make the service area and contact route clear. Generating dozens of nearly identical location pages will not solve an unclear offer.

For a WooCommerce store, sample a product, a category and a product with variants. Check the canonical on each page type, then review the photos. A blue backpack and its red variant need descriptions that match the image shown. The product image alt text guide has examples you can adapt.

The same URL-based checks can inspect public Shopify, Webflow and custom-built pages. Where you apply a fix depends on the platform. For WordPress image files and metadata, see the WordPress image export and importer workflow; for a custom site, use the HTML and JSON image export.

Free image SEO tools: from missing alt text to a finished file

Start with the alt text checker to find images that need a closer look. Missing alt text is a useful flag, but the right description depends on why the image is on that page. A decorative divider may need an empty alt attribute; a product photograph needs the details that help identify the product.

Next, open the Image SEO workspace to review image markup and prepare smaller files. Compare exported images at their intended display size. Tiny text, product textures and transparent edges are good places to look for unwanted changes. The WebP versus AVIF comparison shows measured examples of the trade-offs.

If you need a starting description, the AI Alt Text Generator includes five trial descriptions per account. Add page context and correct anything the draft gets wrong before exporting. Free exports support up to three images per ZIP. These limits make it possible to try the complete workflow on a few real images before deciding whether you need Pro.