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Free SEO Audit Tool: How Does Your Website Look to Google?

Enter your URL and get an instant check of the things that actually affect your search ranking. No signup, no email required.

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The checks

What This SEO Audit Tool Checks

The tool runs 20 checks across 6 areas. Open any group below to see what each check looks at, why it affects your ranking, what a good result looks like, and how to fix it. Every result in your report links straight to its explanation here.

Page Speed

3 checks

How quickly your page loads on a phone. Google measures this from real Chrome users and uses it directly in rankings.

Mobile performance score

What it looks at: A 0 to 100 score from Google's own PageSpeed Insights, run against the mobile version of your page.
Why it matters: Speed is one of the few ranking factors Google has confirmed outright. It also decides how many visitors stay, because most people give up on a page that takes more than a few seconds to appear.
What good looks like: 90 or above is fast. 50 to 89 has room to improve. Under 50 needs work.
How to fix it: The usual culprits are oversized images, too many plugins or tracking scripts, and slow hosting. Compressing images and serving them in a modern format like WebP is almost always the biggest single win.

Time to first content

What it looks at: First Contentful Paint: how long before a visitor sees anything at all on screen, measured on a mid-range phone on a normal mobile connection.
Why it matters: This is the moment a visitor knows something is happening. Until then they are looking at a blank white screen, and a blank screen is the easiest thing in the world to close.
What good looks like: Under 1.8 seconds is good. Past 3 seconds you are losing people before your page has said a word.
How to fix it: Reduce what has to load before the page can render anything. Render-blocking CSS and JavaScript in the page head are the usual cause, along with web fonts that hold text back until they finish downloading.

Largest content load time (LCP)

What it looks at: Largest Contentful Paint: how long the biggest thing on screen, usually your hero image or main headline, takes to finish loading.
Why it matters: It is one of Google's Core Web Vitals, so it feeds directly into rankings. It is also the closest single number to what a visitor would call "the page has loaded".
What good looks like: Under 2.5 seconds. Between 2.5 and 4 seconds needs improvement. Over 4 seconds is failing.
How to fix it: It is nearly always the hero image. Compress it, size it for a phone instead of serving the desktop file, and make sure it is not lazy-loaded. Lazy loading the first image on screen delays the exact thing you need to arrive fastest.

On-Page SEO

5 checks

The tags and headings that tell Google what your page is about, and that control how it looks in the search results.

Page title

What it looks at: The title tag. It is the blue clickable headline in Google's results and the text in the browser tab.
Why it matters: It is the most important on-page SEO element you control, and often the only thing a searcher reads before deciding whether to click. Google treats it as one of the strongest signals of what a page is about.
What good looks like: Roughly 50 to 60 characters, main keyword near the front, business name at the end. Every page needs its own.
How to fix it: Write it for the person searching, not the search engine. "Emergency Plumber Perth | 24/7 Callouts" beats "Home | ABC Plumbing". If yours is too long Google truncates it, and the end of your message is the part that disappears.

Meta description

What it looks at: The grey summary text under your link in the search results, set by a meta description tag.
Why it matters: It is not a ranking factor, but it is your one-sentence pitch and it decides whether people click. A better click-through rate at the same ranking position means more traffic without ranking any higher.
What good looks like: Between 140 and 155 characters, unique to the page, describing what someone gets and why it is worth their click.
How to fix it: Leave it blank and Google writes one for you by grabbing a sentence off the page, usually a poor one. Write it yourself, and work the search term in naturally, since Google bolds matching words.

H1 heading

What it looks at: The main visible headline on the page: whether there is exactly one, and what it says.
Why it matters: The H1 is the on-page counterpart to your title tag and confirms to both Google and the visitor what the page covers. A page with no H1, or with five of them, sends a muddled signal.
What good looks like: Exactly one H1 per page, carrying the page's main topic, and worded differently from the title tag rather than copied straight from it.
How to fix it: Plenty of themes wrap the site logo in an H1 on every page, which quietly makes every page's H1 identical. Check what your H1 actually is rather than what you assume it is.

Google can index this page

What it looks at: Whether a noindex directive is telling search engines to keep this page out of the results.
Why it matters: This is the most consequential check on the list. A noindex tag makes every other bit of SEO work on the page worthless, because the page cannot appear in search at all.
What good looks like: No noindex. The page is free to be listed.
How to fix it: If this one fails, fix it before anything else on the page. It usually comes from a staging site that went live with its settings intact, or a "discourage search engines" box left ticked in a CMS.

HTTPS

What it looks at: Whether the page is served over a secure, encrypted connection.
Why it matters: Google confirmed HTTPS as a ranking signal in 2014, and browsers now show a "Not secure" warning on pages without it. That warning costs you far more in lost trust than the ranking does.
What good looks like: The page loads over https with a valid certificate.
How to fix it: Certificates are free through Let's Encrypt and most hosts turn one on in a click. Once it is on, redirect all http traffic to https so you do not end up with two versions of every page competing with each other.

Content Structure

4 checks

Whether the page is organised in a way that a reader can scan and a search engine can follow.

Subheadings (H2s)

What it looks at: How many H2 subheadings break your content into sections.
Why it matters: Nobody reads a wall of text, they scan it, and subheadings are what they scan. They also hand Google a labelled outline of the page, which is how content gets pulled into featured snippets and AI answers.
What good looks like: Several clear H2s, each describing the section beneath it in the words a customer would use.
How to fix it: Write subheadings as the questions customers actually ask. "How Much Does It Cost?" works harder than "Pricing", because it matches how people search.

Heading hierarchy

What it looks at: Whether heading levels run in order, or skip a level, such as an H3 appearing with no H2 above it.
Why it matters: Headings are meant to be an outline, not a set of font sizes. Skipped levels break the outline, which makes the page harder to interpret and causes real problems for anyone using a screen reader.
What good looks like: H1, then H2s, then H3s nested underneath them. No jumps.
How to fix it: This nearly always comes from picking a heading level by how big it looks. Choose the level by where it sits in the outline, then use CSS to make it look how you want.

Internal links

What it looks at: How many links on this page point to other pages on your own site.
Why it matters: Internal links are how Google finds the rest of your site and how ranking authority moves between your pages. They also keep visitors moving through the site instead of leaving it.
What good looks like: At least a handful of relevant internal links, with anchor text that describes where they go.
How to fix it: Avoid "click here" and "read more". The linked words tell Google what the destination page is about, so link the words that describe it.

Content depth

What it looks at: A rough word count of the visible text on the page.
Why it matters: Word count is not a ranking factor and longer is not automatically better. But a page with 80 words on it rarely answers a question well enough to outrank one that does, and thin pages tend to sit unnoticed.
What good looks like: There is no magic number. Enough to genuinely answer what the visitor came for, which on a main service page usually lands north of 300 words.
How to fix it: Do not pad it out. Look at what the pages already ranking for your term cover that yours does not, and add the parts a customer would actually want to know.

Technical

4 checks

The under-the-bonnet signals most people never look at, and that quietly cause problems when they are wrong.

Canonical URL

What it looks at: Whether the page declares its own official address with a canonical tag.
Why it matters: The same page is usually reachable at several URLs: with and without www, with tracking parameters on the end, with and without a trailing slash. A canonical tag tells Google which one counts, so ranking signals gather on one URL instead of splitting four ways.
What good looks like: A canonical tag present, pointing at the clean version of the page's own URL.
How to fix it: Most CMS platforms and SEO plugins handle this automatically. The failure worth watching for is a canonical copied across a template so every page points at the homepage, which tells Google no other page on the site is worth listing.

Structured data (Schema)

What it looks at: Schema.org markup in the page, which describes your business, content or products in a format machines read directly.
Why it matters: It is how you earn the extra detail in a search result: star ratings, FAQ dropdowns, opening hours, prices. It is also increasingly how AI search tools work out what your business is and whether to mention it.
What good looks like: At minimum a LocalBusiness block on the site, plus a type that matches the page, such as Service, FAQPage, Article or Product.
How to fix it: Add it as JSON-LD, which is Google's preferred format, then check it in Google's Rich Results Test. Only mark up things genuinely on the page. Marking up reviews or FAQs that a visitor cannot see breaks Google's guidelines and can earn a manual penalty.

Mobile viewport

What it looks at: Whether the page has a viewport meta tag telling mobile browsers how to scale it.
Why it matters: Google indexes the mobile version of your site first. Without this tag a phone renders the page at desktop width and shrinks the whole thing, so your text arrives unreadably small and everything needs pinching to zoom.
What good looks like: A viewport tag set to width=device-width with an initial scale of 1.
How to fix it: It is one line in the page head. Nearly every modern theme includes it, so if it is missing you are probably on a template old enough to be worth reviewing more broadly.

Language declared

What it looks at: The lang attribute on the html tag.
Why it matters: It tells search engines and screen readers what language the page is written in. Minor for rankings, genuinely important for accessibility, and it takes about ten seconds.
What good looks like: lang="en-AU" for an Australian site. The regional part is worth including.
How to fix it: Set it once in your theme's header template and it applies across the site.

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