Free SEO tools: which ones to use to analyze and improve your site

You don't need to pay for a subscription on day one to improve your site's ranking. The free SEO tools from Google, Bing and other platforms cover almost everything a small business, a media outlet or an online store needs: knowing how people find you, what errors your pages have and how fast they load. The key is to use each one for what it does best.

2.5 seconds

Main content load (LCP)

or less

200 milliseconds

Interaction response (INP)

or less

0.1

Visual stability (CLS)

or less

Source: web.dev, Core Web Vitals

View the data as a table

Main content load (LCP)	2.5 seconds | or less
Interaction response (INP)	200 milliseconds | or less
Visual stability (CLS)	0.1 | or less

Google's free SEO tools

Google Search Console is the first one you should set up. It is the only one that shows real Google data about your site: which searches you appear in, how many clicks you get, which pages are indexed and whether there are errors. We explain how to read its numbers in our guide to SEO metrics.

PageSpeed Insights measures a page's speed and experience on mobile and desktop. It uses Core Web Vitals, the metrics Google recommends: according to web.dev, a good page loads its main content in 2.5 seconds or less, responds to a click in 200 milliseconds or less and barely shifts elements while loading.

Rich Results Test checks whether a page's structured data is valid and whether it can show stars, prices or FAQs in results.

Google Trends shows how interest in a search changes over time and by region. It helps choose topics and spot seasonality, such as Cyber Monday or Black Friday.

Google Ads Keyword Planner gives search volume ranges. It requires a Google Ads account, but you don't have to pay for campaigns to use it.

Other free SEO tools worth knowing

Bing Webmaster Tools is Bing's version of Search Console. Bing has fewer searches than Google in Chile, but registering your site takes a few minutes and gives you another view of crawling errors.

At InfoByData we built three free SEO tools with no sign-up that complement Google's:

• SEO Checker: paste a page's address and within seconds check its title, meta description, H1 and H2, canonical, indexing, images without alt text, links and structured data. It's the fastest way to spot on-page errors without installing anything.
• SERP simulator: shows how your result will look on Google and measures title and description length in characters and pixels.
• Free AI Checker: checks whether AI search engine robots can read your page and whether it has the signals their answers use.

Which tool to use for each task

I need to know…	Free tool	What it gives you
Which searches I appear in and how many clicks I get	Google Search Console	Real clicks, impressions, CTR and average position
Whether a page has on-page SEO errors	SEO Checker	List of errors and warnings per page
Whether my site loads fast	PageSpeed Insights	Core Web Vitals and technical suggestions
How my result looks on Google	SERP simulator	Desktop and mobile preview
Whether my structured data works	Rich Results Test	Validation and preview
What topics people search for	Google Trends and Keyword Planner	Trends and volume ranges
Whether I appear in AI search engines	Free AI Checker	AI robot access and content signals

If you later need to track competitors or follow thousands of keywords, that's when paid platforms come in. We compare them in our guide to SEO tools for monitoring the competition in Chile.

A monthly routine with free SEO tools

1. Search Console: check which pages gained or lost clicks compared with the previous month.
2. SEO Checker: run the pages that dropped through the SEO Checker and fix the errors it finds.
3. PageSpeed Insights: measure your main templates (home, category and one product page or article).
4. SERP simulator: rewrite the titles of pages with many impressions and few clicks.