Free SEO Tools

Quick overview — the must-have free tools :

Google Search Console — crawl/indexing, which queries bring traffic, coverage/errors. Start here.
Ahrefs Webmaster Tools (AWT) — free site audit + backlink / basic competitive insights for sites you own. Great for quick technical checks.
Google Page Speed Insights / Lighthouse — performance and Core Web Vitals diagnostics with actionable fixes. Speed affects UX and SEO.
Screaming Frog (free tier) — on-site crawler for finding missing titles, duplicate meta, broken links (free up to 500 URLs). Excellent for small sites.
Keyword Surfer (Chrome extension) — instant keyword volumes and suggestions right in Google results; stupidly handy for quick keyword checks.
Below that, honorable mentions you’ll use depending on needs: Google Analytics 4 for behavior data, Google Keyword Planner for ad-intent keywords, Ubersuggest for extra ideas, Answer The Public for question-driven topics, MozBar / SEOquake browser extensions for page metrics.

What each tool actually helps you do :

1. Google Search Console — crawl & query truth serum

Why: It’s Google’s own data about how they see your site (impressions, clicks, indexing problems).
First 2 actions: verify your site; check the Coverage and Performance reports and export your top queries.

2. Ahrefs Webmaster Tools — free audit + backlink peek

Why: Ahrefs gives a useful site audit and backlink snapshot for verified sites — good quality data without paying at first.
First 2 actions: run a site audit; review top linking pages and fix high-priority errors.

3. PageSpeed Insights / Lighthouse — speed & Core Web Vitals

Why: Tells you what slows your pages and gives prioritized fixes (images, JS, LCP, CLS). Don’t pretend speed isn’t SEO.
First 2 actions: test your homepage and one key landing page; implement the top 1–2 fixes (image optimization, defer noncritical JS).

4. Screaming Frog — technical on-page scanner

Why: Finds missing titles, long/short meta, redirects, broken links, duplicate H1s. The free 500-URL limit is perfect for small sites and quick audits.
First 2 actions: run a crawl; export pages with missing/duplicate meta and fix them.

5. Keyword Surfer — instant keyword intel in-browser

Why: Fast way to see volumes, related keywords, and approximate traffic while you browse search results. Use it before writing.
First 2 actions: install the extension; run Google searches for your core keywords and note 5 related terms to target.

Starter stack and workflow :

Verify & connect: Add site to Google Search Console + GA4.

Quick health check: Run Ahrefs Webmaster Tools audit and Screaming Frog crawl. Fix critical errors (indexing, 4xx/5xx, canonical issues).

Keyword & content triage: Use Keyword Surfer + Keyword Planner to shortlist 5–10 target phrases.
Speed & UX: Test top pages in PageSpeed Insights and implement the highest-impact fixes.
Repeat monthly: re-run audits, check Search Console performance, and monitor new errors.

Beginner tips that actually move the needle

Fix indexing issues first. A fast site with no indexable pages is just a digital brochure. Use GSC Coverage report.
Prioritize high-impact fixes: broken links, non-indexed important pages, heavy images, duplicate title tags. Use Screaming Frog + PageSpeed Insights.
Track results: after fixes, watch Search Console for rising impressions/clicks; changes don’t happen overnight but you’ll see trends.

If you want one single, tiny action to start now

Verify your site in Google Search Console and run the Coverage report. Fix any “Excluded” pages that should be indexed. That one move prevents the rest of your SEO work from being wasted on pages Google never sees.

Internal links :