The Solely 29 Free web optimization Instruments You Want

  • January 3, 2023
  • elkenz
  • 18 min read

On the lookout for an inventory of free, helpful web optimization instruments? Then look no additional.

You don’t want each free web optimization device below the solar. You simply want sufficient of them to cowl your use circumstances.

After just a few years in web optimization and content material advertising, I’ve discovered these free web optimization instruments are all you want.

Monitor your web site’s web optimization well being, see who’s linking to your web site, and be taught what your web site is rating for on Google 

Except of AWT's page

Earlier than you rent an inside designer to beautify your own home, the inspiration of your own home must be rock-solid. The identical goes in your web site. Earlier than you go about optimizing your web site, it’s good to be sure its technical well being is powerful.

Run a complete crawl of your web site with Ahrefs Webmaster Instruments (AWT) to verify for over 100 widespread web optimization points.

You’ll additionally be capable of see who’s linking to your web site and be taught what keywords you’re at present rating for.

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This device doesn’t simply inform you what issues your web site has. It’ll additionally inform you why a specific factor is an issue and how one can repair it.

Page showing the issue and how to fix it

See the highest 100 key phrase concepts for any seed key phrase, in addition to associated search knowledge

Ahrefs' free keyword generator tool

Our free key phrase analysis device reveals you the highest 100 key phrase concepts for any key phrase or phrase, plus the highest 50 associated questions. It additionally reveals you essential key phrase knowledge, similar to search quantity and key phrase problem.

List of keyword ideas for "coffee"

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Apart from Google, you’ll be able to see keywords for different essential serps like YouTube, Bing, and Amazon. Simply choose the search engine you need knowledge for:

Ahrefs' free keyword generator tool

Google’s key phrase analysis device

Google's GKP: table showing list of keywords with corresponding data

Designed for key phrase analysis for Google Adverts, Google Keyword Planner (GKP) is a useful device in an web optimization’s toolbox. That is primarily as a result of the device is from Google itself, and plenty of SEOs consider its knowledge is probably the most correct.

However in our experiment, we discovered that GKP virtually at all times overestimates “true” search quantity and is simply roughly correct 45.22% of the time.

One other limitation is that GKP doesn’t present absolute search volumes—solely a variety (as you’ll be able to see within the screenshot above). However, it’s nonetheless a useful gizmo if you wish to cowl all of your bases in the case of key phrase analysis.

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Most key phrase analysis instruments present you concepts primarily based on the seed key phrase you entered. For instance, should you seek for “espresso,” you’ll get concepts like “espresso bean,” “espresso close to me,” “espresso retailers,” “keurig espresso maker,” and many others.

GKP, then again, can present you related keywords primarily based on semantics. For instance, you’ll be able to see that GKP suggests keywords like “cappuccino,” “espresso,” “barista,” and “french press” although they don’t comprise the phrase “espresso.”

List of keywords and corresponding average monthly searches

Beneficial studying: Learn how to Use Google Keyword Planner (Actionable Information)

Discover Folks Additionally Ask questions

AlsoAsked tool

For nearly each question you seek for on Google, you’ll see a SERP characteristic generally known as Folks Additionally Ask (PAA).

PPA box with list of questions

AlsoAsked scrapes them and reveals you the PAA questions associated to the subject you’ve entered. Use these to seek out subtopics and questions that could be value answering in your article.

For instance, if you’re writing an article about “easy methods to clear a espresso maker utilizing vinegar,” you might wish to reply these questions:

Hierarchy of questions connected by flowlines

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If you click on on a PAA query in Google, extra PAA questions pop up:

More questions in PAA box

AlsoAsked permits you to go deeper into this analysis (however you’ll have to enroll in a paid plan):

Drop-down showing options "Standard search depth" and "Deep search"

Beneficial studying: Learn how to Rank in ‘Folks Additionally Ask’ Containers and If You Ought to

Do key phrase analysis on Reddit

Keyworddit research tool

Keyword analysis is about discovering the subjects your viewers is searching for. So what higher method than to seek out the subjects persons are discussing on one of many web’s largest “boards,” aka Reddit?

Enter the title of a subreddit your viewers is collaborating in. Keyworddit will then extract keywords from that neighborhood.

For instance, right here’s an inventory of keywords it grabbed from the r/bodyweightfitness subreddit:

List of keywords with corresponding data

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Keyworddit additionally reveals you the context the place the key phrase appeared:

Gif showing that clicking on "Context" shows where the keyword appeared

See search traits from throughout the world

Google Trends tool

Google Tendencies reveals the recognition of a subject over time.

Use it to catch and capitalize on trending subjects, in addition to keep away from creating content material about these with waning curiosity.

Line graph showing interest trend for "one piece"

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Google Tendencies additionally reveals you associated subjects and queries which are rising in reputation:

List of related topics and corresponding data on percentage change in interest trends; on its right, the same format for list of related queries

Cowl these subjects earlier than different websites do.

Beneficial studying: Learn how to Use Google Tendencies for Keyword Analysis: 7 Efficient Methods

WordPress web optimization plugin for on-page and technical web optimization

Excerpt of RankMath's page

Think about should you had so as to add your title tags, meta descriptions, OG tags, and different meta tags by your self utilizing code for each publish you publish. You’d flip out, wouldn’t you?

However should you’re utilizing WordPress, you don’t have to do this. RankMath helps you add all of these simply:

RankMath showing added title, permalink, etc

Apart from that, RankMath additionally helps with:

And extra.

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RankMath has a complete schema markup library that you may add to your posts:

List of schema types

See how your web page will appear like on the SERPs

Google's SERP snippet optimization tool

Enter your proposed title, meta description, and URL. This device will then present you what your webpage will probably appear like within the search outcomes.

Preview of how webpage looks like on the SERP

You’ll be able to already do that should you’re utilizing a WordPress plugin like RankMath. However it’s helpful should you’re not utilizing WordPress.

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Verify the Wealthy Snippet and Date radio buttons to see what they appear like on the SERPs:

Preview of how webpage looks like on the SERPs with ratings

Create structured knowledge markup within the JSON-LD format

Schema markup generator for JSON-LD format

Schema markup helps serps higher perceive your content material. It additionally powers wealthy snippets, which frequently have greater click-through charges than “common” search outcomes.

Merkle’s Schema Markup Generator helps you create the proper schema code. Choose the kind of schema markup you wish to generate, e.g., native enterprise, FAQ, product, and many others., fill within the kind, then copy and paste the generated markup onto your web site.

You are able to do this should you’re already utilizing a WordPress plugin like RankMath. However should you aren’t, this can be a good device to use.

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This isn’t a selected characteristic of the device. However when you’ve generated your schema markup, you’ll be able to verify its validity utilizing’s Markup Validator.

Beneficial studying: What Is Structured Information? And Why Ought to You Implement It?

Multi-feature browser extension that gives web optimization knowledge concerning the pages and web sites you go to

Ahrefs' SEO Toolbar showing meta info, dates published, etc., for a webpage

With Ahrefs’ web optimization Toolbar, you’ll be able to see the precious web optimization knowledge of any webpage you go to. These embrace the next:

  • Web page’s title
  • Meta description
  • Dates when web page was revealed and modified
  • Phrase rely
  • Headings
  • Hreflang tags
  • Canonicals
  • OG tags

And extra.

Apart from that, the device additionally:

  • Checks for damaged hyperlinks.
  • Traces redirect chains (full path).
  • Highlights nofollow hyperlinks.

And far extra.

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You probably have an Ahrefs subscription, you’ll be able to see our metrics throughout the SERPs themselves:

Toolbar showing metrics on a Google SERP

See the highest 100 backlinks to any web site or webpage

Ahrefs' free backlink checker tool

One of the crucial widespread actions in hyperlink constructing is to pursue your rivals’ hyperlinks. By that, we imply taking a look at your rivals’ hyperlinks and determining how they’ve been buying theirs. Then you’ll be able to probably mirror their techniques.

To do this, you’ll must see who’s linking to them within the first place. What you are able to do is enter the URL of the web page you’re competing with into our free backlink checker.

You’ll see the highest 100 backlinks pointing to that web page:

List of backlinks and corresponding data

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This device additionally reveals you the 5 most linked pages, most typical anchor texts, the full variety of backlinks and referring domains, and our proprietary Area Ranking (DR) and URL Ranking (UR) scores.

These are all essential data that may provide help to formulate your hyperlink constructing technique.

Beneficial studying: 7 Actionable Methods to Loot Your Opponents’ Backlinks 

Discover electronic mail addresses tool

Most hyperlink constructing techniques contain reaching out and persuading somebody to hyperlink to your web page. For that to occur, you’ll want their electronic mail handle. permits you to discover anybody’s skilled electronic mail handle. Simply enter the area of the e-mail handle you’re searching for, and the device will present you the checklist of electronic mail addresses it’s discovered:

Search term "" entered; below, list of email addresses

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In the event you’re doing hyperlink constructing at scale, you should utilize’s bulk electronic mail finder to seek out and confirm electronic mail addresses in a single shot.

Discover ways to do that on this video:

SEO tutorial. "/>Backlinks “At Scale”"/>

Beneficial studying: 6 Methods To Discover Anybody’s E mail Deal with (Tried & Examined) 

Free service that connects information sources with journalists searching for experience

Excerpt of Haro's page

Right here’s how this works:

  1. Journalists have questions and want specialists to reply them.
  2. HARO sends emails with these inquiries to their subscribers.
  3. Anybody can reply and probably grow to be a supply for the journalists’ publications.

It doesn’t matter whether or not you’re beginning out or have a longtime web site; this can be a nice option to construct authoritative hyperlinks.

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This isn’t a HARO characteristic. However signing up for HARO means you’ll start receiving many emails from HARO a day. You’ll wish to slender down all of the emails you obtain from HARO to solely these which are related to your work.

To do that, you’ll must create a Gmail filter. Right here’s how:

  1. Hit the caret on the proper facet of the search bar
  2. Paste [email protected] (or one other feed) into the “from” area
  3. Add your keywords (utilizing the OR separator) to the “Contains the phrases” area and use citation marks to contemplate a number of phrases as one key phrase
Options to customize Gmail filter

Beneficial studying: 9 Nice Public Relations Techniques With Marketing campaign Examples

Free device from Google that helps you monitor and troubleshoot your web site’s look on the SERPs

GSC overview page for Ahrefs' blog

Use Google Search Console to seek out and repair technical errors in your web site, submit sitemaps, see structured knowledge points, verify your Core Net Vitals, and extra.

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The URL Inspection device supplies details about Google’s listed model of a selected web page. Enter any URL and see if there are points with it:

URL Inspection tool showing all's OK for a specific page on Ahrefs' blog

In the event you’re superior sufficient, you’ll be able to even use the URL Inspection API to bulk-check your knowledge.

Beneficial studying: Learn how to Use Google Search Console to Enhance web optimization (Newbie’s Information) 

Free international CDN

Except of Cloudflare's page

A content material supply community (CDN) is a globally distributed server community that makes it faster for customers to entry your web site. It caches static content material throughout its servers in order that it could actually get content material to load sooner by serving it from a location close to the customer.

Use Cloudflare to hurry up your web site and defend it from malicious assaults.

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Cloudflare routinely supplies a free SSL certificates in your web site. That is essential as a result of HTTPS protects your web site and is a Google rating issue.

Analyze the loading velocity of your webpages

Excerpt of GTmetrix's page

Web page velocity has been a Google rating issue since 2010. So in case your web site is extraordinarily sluggish, this can be a cause why it’s not rating in addition to it could actually be.

Use GTmetrix to verify your web page velocity and see how the web page is performing:

Results of page speed test showing GTmetrix grade and CWV data

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GTmetrix additionally reveals you the highest points affecting your web site, plus suggestions on easy methods to enhance them:

Top issue and recommendation to solve said issue

Beneficial studying: Learn how to Enhance Web page Velocity From Begin to End (Superior Information)

Optimize your photos

Except of ShortPixel's page; on right, "before compression" and "after compression" versions of a picture of a bird

Giant photos (when it comes to file sizes) can take an extended time to load and, due to this fact, influence your web page velocity. Google even has in depth documentation on easy methods to optimize your photos for the internet:

For greatest outcomes, experiment with varied high quality settings in your photos, and don’t be afraid to dial down the standard—the visible outcomes are sometimes excellent and the filesize financial savings could be fairly giant.

You should utilize ShortPixel to compress, optimize, and resize your photos.

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ShortPixel routinely optimizes your media library:

Message stating all pictures have been optimized

Beneficial studying: Picture web optimization: 12 Actionable Suggestions (For Extra Natural Site visitors) 

Create a correctly formatted robots.txt file

Excerpt of Robots.txt Generator's page

A robots.txt file tells serps the place they will and might’t go in your web site. Primarily, it lists all of the content material you wish to lock away from serps like Google.

In the event you don’t but have a robots.txt file in your web site, use this device to rapidly create one.

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In the event you’re a complicated consumer, select “Customise” to create particular person guidelines for varied bots, subdirectories, and many others.:

Page to create individual rules

Beneficial studying: Robots.txt and web optimization: Every little thing You Have to Know 

Generate hreflang tags to specify the language and geographical concentrating on of a webpage

Page showing hreflang tag generator

Hreflang is an HTML attribute used to specify the language and geographical concentrating on of a webpage.

You probably have a number of variations of the identical web page in numerous languages, you should utilize the hreflang tag to inform serps like Google about these variations. This helps them to serve the proper model to their customers.

Use this device to generate the proper hreflang tags in your web site. Simply add your required URLs, choose your goal nation and language, then click on “Generate.”

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You’ll be able to bulk-upload URLs (max: 50) onto the device. Simply click on “Select file” and add your CSV file.

Beneficial studying: Hreflang: The Straightforward Information for Inexperienced persons 

See how the browser renders a web page

Page showing three columns: raw HTML, rendered HTML, and what the differences are

This reveals how the browser has rendered a web page’s unique HTML into the DOM, together with modifications made by JavaScript.

It’s an amazing device for many who must audit or troubleshoot JavaScript points.

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View Rendered Supply reveals the variations between the uncooked model of your code and what’s rendered.

Page showing three columns: raw HTML, rendered HTML, and what the differences are

Beneficial studying: JavaScript web optimization: What You Have to Know 

See the highest 10 rating pages for any key phrase

Ahrefs' free SERP checker

Google personalizes search outcomes primarily based on elements similar to your location, language, and search historical past. As such, search outcomes might differ broadly, relying on the placement you search from.

Use our free SERP checker to see real-time search outcomes in an effort to get probably the most correct SERPs within the location you wish to rank for.

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For the primary three search outcomes, you’ll additionally see essential web optimization metrics just like the variety of referring domains, variety of backlinks, estimated search site visitors, and many others.

That is useful for assessing the top-ranking pages and understanding why these pages are rating the place they are.

SERP overview for "french press"

See search outcomes from any location

BrightLocal's local SERP checker tool

In the event you’re doing native web optimization, you’ll wish to see much more granular search outcomes—proper all the way down to the town, city, and even ZIP degree. You should utilize BrightLocal’s Native SERP Checker for that.

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Relying on the nation, you’ll be able to even specify the language:

Drop-down to choose language

Google’s analytics device

"Home" page of Google's analytics tool

Google Analytics is kind of possible probably the most used analytics device on the market. It’s no surprise—not solely is it free, but it surely’s additionally highly effective. It offers you an entire vary of information in your web site, which you’ll be able to parse and dissect to enhance virtually each facet of your advertising.

So reasonably than pinpoint a specific characteristic I like (which appears virtually not possible), learn the article really useful beneath to see how you should utilize Google Analytics to enhance your web optimization efficiency.

Beneficial studying: Learn how to Use Google Analytics to Enhance web optimization Efficiency 

Create interactive dashboards and studies

Interactive dashboards: on left, a line graph; on right, a map

Whether or not you’re an in-house web optimization or an web optimization company, you’re in all probability creating web optimization studies in your purchasers, managers, and executives. Google Information Studio helps make such reporting simpler.

Because it integrates with Google’s suite of instruments, it’s comparatively simple to merge knowledge from locations like Google Search Console, Google Analytics, and many others.

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You’ll be able to even add knowledge from web optimization instruments like Ahrefs.

Beneficial studying: Steal Our web optimization Report Template (Impressed by web optimization Consultants) 

Run a content material audit of your web site

Page showing results of content audit. On left, performance score with explanation below; on right, pie chart showing no. of pages that are performing well, not performing well, etc

Not every bit of content material you publish might be profitable. That’s OK. You’ll be able to at all times revisit it, work out what went mistaken, and take motion to enhance its efficiency.

However to do this, you’ll want to seek out the underperforming pages. That’s whenever you do a content material audit.

Our web optimization WordPress plugin automates the content material audit course of and kicks again suggestions to you.

List of pages and corresponding data that shows who the author is, categories, recommendations, etc

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Click on the recommendations, and we’ll provide you with a suggestion on what to do subsequent:

List of recommended actions with explanation below each action

Beneficial studying: Learn how to Do a Content Audit in 2022 

Handle how your native enterprise seems on Google Search and Maps

Except of GBP's page

In keeping with BrightLocal’s survey, 36% of SEOs assume a Google Enterprise Profile is a very powerful rating issue for the map pack. And 6% consider that it’s essential for the “common” natural outcomes.

Bar graph showing percentage of SEOs who think GBP is most important ranking factor for "map pack" and "regular" results, respectively

So should you’re working an area enterprise, be sure to have your Google Enterprise Profile set up.

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BrightLocal’s 2021 examine reveals that 17% of SEOs deem opinions a very powerful rating issue for “map pack” rankings.

Use your Google Enterprise Profile to create and share evaluation hyperlinks in an effort to get extra opinions in your native enterprise.

Beneficial studying: Learn how to Optimize Your Google My Enterprise Itemizing in 30 Minutes 

See how pages appeared like within the previous

Except of Wayback Machine's page

The Wayback Machine takes historic screenshots of pages and shops them in its database. You’ll be able to then enter any URL to see these webpages’ earlier variations (even at present damaged ones).

That is helpful for a wide range of duties. For instance, should you’re doing damaged hyperlink constructing, it’s useful to see what was initially on the lifeless web page in an effort to replicate it.

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In case your rivals are always making adjustments or updating their pages (and, within the course of, outranking you), you can even enter their URL into the Wayback Machine to see what sections or subtopics they’ve added.

Beneficial studying: 5 Methods to Use the Wayback Machine for web optimization

Monitor mentions of your title or enterprise on-line

Text field to enter term to create an alert about

Use this device to arrange mentions of your title or enterprise. Relying on the frequency you select, Google Alerts will then ship you an electronic mail with all of the pages which have talked about the time period you’re monitoring.

Page to set up alerts

You can too use it to watch your rivals.

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Use Google Alerts to watch unlinked mentions. Unlinked mentions are mentions of your model, merchandise, or providers that don’t hyperlink to you. These are wasted alternatives.

Arrange a number of Google Alerts for all of your brand-related phrases. For instance, we are able to observe:


You’ll be able to contemplate establishing Google Alerts for widespread misspellings too! One among our examples is “aherfs.”

If you obtain the e-mail from Google Alerts, take a look at the pages, view the supply code (right-click > view web page supply), and seek for utilizing CTRL/CMD+F. If there aren’t any outcomes, meaning there aren’t any hyperlinks again to you.

Contemplate reaching out to the author or webmaster and see if they will add a hyperlink again to your web site.

Beneficial studying: Learn how to Set Up Google Alerts (And Use It to Develop Your Enterprise) 

World’s most used search engine

Google's page to key in search term

Even with so many free web optimization instruments accessible, you’ll be able to’t overlook about Google—arguably probably the most highly effective web optimization device.

You should utilize Google to do a wide range of web optimization duties. For instance, you should utilize Google to determine what the search intent is in an effort to align your web page with it.

Let’s say you wish to rank for the key phrase “greatest french press.” If we seek for the time period on Google, we’ll see that searchers wish to be taught, not purchase. Particularly, they wish to see comparisons of all the most effective and latest French presses:

Google SERP for "best French press"

In the event you run a espresso weblog and wish to rank for this key phrase, it’s possible you’ll must comply with swimsuit.

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You should utilize Google search operators to seek out visitor publish alternatives, inner linking alternatives, hyperlink prospects, and extra.

Study some highly effective methods to make use of Google for web optimization in our in depth information to Google search operators.

Be taught extra

Nonetheless searching for extra web optimization instruments? Try a few of these articles: