Why does your website have visitors but no leads? Many skip audits or do them wrong. They trust tools blindly. But SEO issues often hide in plain sight, broken links, slow pages, and missing headings. 72% of marketers say that publishing high-quality content works best for SEO.
But how will Google see it if your site structure is broken? In this blog, learn how to do a free SEO audit using only basic tools and logic.
Why SEO Audits Matter
SEO audits show you what’s broken or missing. They help you fix the parts of your site that stop it from ranking. Without regular audits, you’re guessing.
Every website, even the best ones, loses traffic due to technical problems. You may have written 100 blogs, but if your mobile version fails or if your links are broken, search engines will stop showing your pages.
Many marketers forget that SEO is not just keywords or content. It’s about crawlability, speed, mobile-friendliness, and proper structure.
When you audit often, you:
- Catch mistakes before they hurt rankings
- Improve your site’s speed
- Make it easier for search engines to index
- Find content that’s outdated or irrelevant
- Fix design problems that push users away
If done properly, even a DIY SEO audit checklist can bring solid results.
You don’t always need premium tools. You can use Google Search Console, PageSpeed Insights, and your browser. A beginner SEO audit still works if you follow the right steps.
Big agencies do the same tasks, only at scale. You can do most of it for free.
Now let’s start your free SEO audit process.
How To Do A Free SEO Audit
| Task | Free Tool Used | What to Check |
| Crawlability | Google Search Console | Index coverage, errors, blocked pages |
| Page Speed | Google PageSpeed Insights | Mobile/desktop speed, Core Web Vitals |
| Mobile-Friendliness | Mobile-Friendly Test Tool | Font size, tap targets, responsiveness |
| Metadata Check | Browser Inspect + Extensions | Title tags, meta descriptions, canonical tags |
| Heading Structure | Web Developer Extension | H1, H2 usage, heading hierarchy |
| Broken Links | Screaming Frog (Free Limit) | Internal/external broken links |
| Internal Linking | Manual + GSC | Do pages link to each other naturally? |
| Content Relevance | Google Search + Manual Check | Compare with top pages, assess quality |
| UX and Layout | Manual on mobile + desktop | Readability, layout, colour contrast, clarity |
| Local SEO | Google Business Profile | NAP info, categories, reviews, local links |
This DIY SEO audit checklist is enough for a beginner SEO audit that brings clarity to your site’s health.
1. Technical SEO Check (Crawlability and Indexing)
Start with Google Search Console. Go to the “Pages” section under “Indexing.” Look at which pages are excluded. Some may say “Crawled – currently not indexed” or “Blocked by robots.txt.” That means search engines cannot access them.
Check your robots.txt file manually. Visit: yoursite.com/robots.txt. Make sure you’re not blocking important URLs by mistake.
Use the “Inspect URL” tool in GSC to see if any page is live, indexed, and mobile-friendly.
Also, see if you have duplicate URLs. Use canonical tags properly. Otherwise, Google may split the value of your pages.
Then check for:
- 404 pages
- Redirect chains
- Pages with thin content
You don’t need expensive tools. Crawl your site with the free Screaming Frog (500 pages limit) or use the Ahrefs free webmaster tool.
2. Mobile-Friendliness Test
More than 65% of traffic comes from mobile. So your site must be easy to use on a phone. Google also uses mobile-first indexing. That means your mobile version is more important than your desktop.
Use Google’s Mobile-Friendly Test Tool. Check for:
- The font is too small to read
- Tap targets too close
- Viewport not set
- Horizontal scrolling
Then do a manual test. Open your site on a phone. Can you click the menus easily? Can you read content without zooming?
If your layout breaks or elements overlap, you lose users.
Make sure buttons are big enough. Keep headings short. Use collapsible menus. Remove pop-ups that block content on mobile.
These small fixes can change how users behave. Lower bounce rate and longer session time improve rankings, too.
3. Page Speed and Core Web Vitals
Google uses Core Web Vitals as ranking signals. Use PageSpeed Insights. Test both desktop and mobile.
Three main metrics:
- LCP (Largest Contentful Paint): Should be under 2.5 seconds
- FID (First Input Delay): Should be under 100 ms
- CLS (Cumulative Layout Shift): Should be under 0.1
Also check for:
- Render-blocking JavaScript
- Large image files
- Lazy loading is not implemented
- Missing caching rules
Tips:
- Compress images using TinyPNG or Squoosh
- Host fonts locally
- Remove unused CSS
- Avoid sliders or autoplay videos above the fold
Even a 1-second delay can reduce conversions by 7%. So keep your site lean.
4. On-Page SEO Audit (Metadata and Headings)
Each page should have one unique title tag. Limit to 55-60 characters. It should include the target keyword but also explain the content.
Meta descriptions should be unique, too. Keep them under 155 characters. Use them to increase click-through rate.
Use a browser extension like “SEO Meta in 1 Click” to check:
- Title tags
- Meta description
- Canonical URL
- Header tags
The heading structure must follow proper order. Use:
- H1 for main title (only one per page)
- H2 for subtopics
- H3 for sections under H2
Avoid using multiple H1s or skipping heading levels.
Also, check the image ALT text. Use real descriptions, not just keywords.
5. Internal Linking and Broken Links
Internal links help search engines find your pages faster. They also pass link value. Pages with no internal links are called orphan pages. They rarely rank.
Pick each blog post and check if it links to at least 2-3 related articles. Use anchor text that tells what the linked page is about.
Don’t use “click here” or “read more.” Use descriptive anchors like “SEO audit checklist” or “free backlink tools.”
To find broken links:
- Use Screaming Frog (free version)
- Or install browser extensions like Check My Links
Fix all 404 errors. Either redirect them or update the link.
Also, check for links to pages that are no longer live or have been redirected multiple times.
Broken links hurt both SEO and trust.
6. Content Quality and Relevance
No audit is complete without checking content quality. Open your top-performing pages. Ask:
- Does this answer the user’s intent?
- Is this better than the top 3 results on Google?
- Is it updated?
Also, check:
- Word count (longer is not always better)
- Formatting (use bullet points, images, spacing)
- Keyword use (don’t stuff)
Compare with competitors using Google search. If your content is thin, refresh it. Add value, FAQs, or case studies.
Google prefers depth, freshness, and originality.
Don’t forget E-E-A-T:
- Expertise
- Experience
- Authority
- Trust
Use proper author bio, sources, and examples.
7. User Experience and Design
SEO isn’t only about crawlers. Humans must enjoy using the site. Open your homepage and scroll down. Can someone understand what you offer in 5 seconds?
Check:
- Is the layout clean?
- Are fonts readable?
- Are call-to-actions visible?
- Is the contact info easy to find?
Use heatmaps (Hotjar free plan) to see where users drop off. Also, check if banners or ads disturb reading.
Use white space wisely. Avoid flashy animations or overuse of colours.
A smooth design improves session time, conversions, and repeat visits.
8. Local SEO (if relevant)
If you run a business with a local base (restaurant, clinic, service), local SEO matters.
Check:
- Google Business Profile status (is it verified?)
- NAP (Name, Address, Phone) consistency across all directories
- Local reviews
- Google Maps visibility
- Local backlinks from news or community sites
Add location keywords to the title, headers, and content. Build local citations. Ask customers to leave reviews. All this impacts your local pack rankings.
Optional: Free Tools for Quick Wins
Here are some free tools that help speed up your free SEO audit process:
| Tool Name | Use Case |
| Google Search Console | Index status, keyword positions |
| PageSpeed Insights | Speed and Core Web Vitals |
| Mobile-Friendly Test | Mobile design issues |
| Screaming Frog (free) | Crawl errors, broken links |
| Ubersuggest (limited free) | Keyword ideas, domain overview |
| SEO Meta in 1 Click | Metadata and heading check |
| Check My Links Extension | Find broken links |
| Google Trends | Find rising topics |
| Web Developer Toolbar | CSS, image, and structure inspection |
Use these to start a beginner SEO audit without paid tools.
Final Thoughts
SEO audits are not optional. Even simple checks done right can bring better rankings. Free tools, when used with clarity, show you what blocks growth. Fix crawl errors, clean broken links, improve headings, and refresh your content. Small steps done regularly bring long-term SEO results.
At Rankfast, we help businesses grow with expert SEO audits, fixes, and strategy, without guesswork. Book your audit today.
FAQs
1. How to audit a website for SEO without tools?
Use Google Search Console, browser extensions, and your phone. Check crawl issues, broken links, headings, metadata, and mobile-friendliness manually.
2. What should I check in a beginner SEO audit?
Check indexing, page speed, mobile-friendliness, headings, internal links, broken links, content quality, and user design. Use only free tools.
3. How often should I do an SEO audit?
Do a full audit every 3 months. But check for broken links and crawl errors monthly. Update old content once every 6 months.
4. Do I need technical skills to run an SEO audit?
No. Anyone can follow a DIY SEO audit checklist. Most tools guide you. But knowing what to look for saves time and effort.
5. Why is a free SEO audit important?
It shows what’s wrong before traffic drops. Paid tools help, but free audits still show major problems if done properly with logic.
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