Your website is the first thing visitors identify with your brand. But chances are, your site is sick and in need of an SEO audit. An in-depth audit is like a prescription for your site’s success and it pinpoints the weaknesses lurking within.

The trouble is, many webmasters who attempt SEO audits on their own find themselves lost in a sea of data. SEO audits can also burn a hole in your pocket, with tools like Moz Pro being much too pricey.

But there are other options—and one of the best is running a precise, free SEO audit with the tools we’ve gathered for you below.

free seo audit

Site crawl

A site crawl is a roadmap for your SEO audit. It provides insight into page errors, duplicate metadata, broken links, site files, and more.

For a quick site crawl, start with the site index in Google. Type “” in Google’s search box. The results show the parts of your website that Google indexes.

For a deeper crawl, use a free SEO tool like the Screaming Frog SEO Spider Tool. Enter the URL of the website or web page you want to crawl. When the audit is done, export the results into a CSV or spreadsheet. You’ll be able to analyze the current state of the website you entered.

Site domain

It’s important to know the domain of your website. Use or to find out the history of the domain and whether it has any subdomains. Run a www vs. non-www check on Google to mark the difference.

Domain authority is important. A domain audit will tell you if your domain’s assets are being used to their full extent and if it has any associated domains.

Analyze domain authority with tools like Moz or Majestic SEO. These tools also analyze offsite equity. Take a look at your site’s backlinks to see where the links are coming from. This gives you an idea of the state of your website and its authority.

Architecture and structure

Site structure lets look into your website’s hierarchy. Web pages should be structured to show the most important aspects of your business. Your site’s architecture provides details about how many clicks it takes a user to get to their desired result. Can it be optimized? Do the sites navigation and page names contribute to your SEO strategy and your user’s experience? Does your site have sitemaps to review? How are they organized? Do they match the XML submitted to the webmaster?

Site information

It’s good to know the building blocks of your site. Use the free tool BuiltWith.Com to learn about your site’s operations and associations.

Its audit tool provides information about your site’s software, libraries, server types, encoding, CMS, networks, host, and CSS. It also tells how your site operates, how clutter-free it is, and the problems associated with it.

URL and file names

It’s important to see if your website’s URLs are readable by end-users. Bad URLs are like lost islands if readers can’t find them. An example of a good URL is, which contains a keyword from the page right in the URL. On the other hand, isn’t easy for users to predict.

Having good file and URL names throughout your website by separating keywords with hyphens instead of underscores. Expel session IDs from your site’s URL and leave them to cookies.


Site speed

Speed is make-or-break for websites. Not only does it help on SERPs, it also adds to your site’s user experience. Loads of free SEO audit tools can analyze your site’s speed.

Google’s PageSpeed Insights tool can check the speed of your website’s desktop and mobile versions. It also suggests how to improve performance.

Another good speed auditor is Pingdom. It reports library files, images, fonts, or JSs weighing slow down your website.


The content trend has moved from keywords to feel. Good content is unique, free of grammatical errors and plagiarism-free.

Tools like Moz’s On-Page Grader grade your page on the basis of your content. SEO content audit tools can also perform page-to-page content comparisons. Tools like Internet Marketing Ninjas’ Side-by-Side SEO Comparison Tool reveal plenty useful information.


Images are a good way to make content more interactive, but images can cause your SEO ranking to drop when your site contains broken image links, poorly sized images, and improper use of ALT tags, among other things.

Tools like reveal info about broken image links. Also, try Raven’s Site Auditor to get information about the images on your site.

Key performance indicators (KPIs)

It’s necessary to have your company’s KPIs in place. KPIs like engagements, sales, ranking, and domain authority go hand in hand with your goals.

Internal links

Check your website’s internal linking structure. Internal links cause visitors to linger on your website. Good internal linking like navigation, footer, and in-content links increase traffic and enhance user experience.

Check your site’s internal linking structure with a tool like Meta Forensics, which checks the popularity and distribution of your anchor text, ALT tags, broken links, and other things.

External links

Backlinks (also known as external links or inbound links) are other website links to your site.

A complete crawl is necessary to know which sites link to your website, as well as the specific pages on those sites link to your site, and which anchor texts are being used. Tools like MajesticSEO can give you a list of your backlinks, rankings, attacks, and other useful things.

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