Free SEO and Website Tools Guide: Audits, Meta Tags, Robots.txt, Sitemaps, Schema and UTMs

A website can have excellent content and still struggle to be found if search engines cannot crawl it, its titles are missing, or its link previews show the wrong image. Our SEO and website tools help with the technical side: checking what is wrong, generating the files and tags that fix it, and measuring which campaigns bring visitors^[1].

This guide follows the order you would use them in: audit, fix, help search engines, and measure.

Start with an audit

Website Analyzer checks a whole page in one report. It covers on-page SEO (title, meta description, headings, canonical and robots tags, social tags, structured data, image alt text, links, robots.txt and the XML sitemap), speed and Core Web Vitals, accessibility, the SSL certificate and security headers, the technologies the site uses, and its domain and DNS records. SEO, security and technology results appear in seconds; performance and accessibility take up to a minute. Review the tabs, fix red issues before warnings, and download the PDF report to share with a client or developer.

Google's own SEO Starter Guide is the best companion to an audit: it explains which of these signals matter and why helpful content for people comes first^[2].

Fix titles, descriptions and link previews

Meta Tag Analyzer reads the tags of any URL: title, description, robots, canonical, viewport, charset, language, Open Graph and X (Twitter) cards. It flags tags that are missing, too long or misconfigured, so you can see how a page will appear in Google results and when shared on Facebook, LinkedIn, WhatsApp and X. It is the first place to look when a link preview shows the wrong image or title.

Meta Tag Generator creates the missing tags from your page details, with character counters that keep titles and descriptions within lengths that display well. Copy the code into the head of your page, or use it as a reference when filling in an SEO plugin. Put the main keyword near the start of the title, and write the description as a summary that makes people want to click.

Keyword Density Checker lists the most frequent words and two- and three-word phrases in your content, and the density of a target keyword. Modern SEO is about covering a topic naturally, not repeating a keyword a set number of times, so use it to spot accidental overuse and find variations, not to hit a number.

Help search engines crawl your site

Robots.txt Generator creates the file at your site root that tells crawlers which areas they may crawl. Start from a preset, add Allow and Disallow rules for all crawlers or specific bots, including AI crawlers, add your sitemap URL and download the file. Google's introduction to robots.txt explains an important limit: robots.txt manages crawling, but it is not a way to keep a page out of search results^[3]. Never block CSS and JavaScript files that pages need to render.

XML Sitemap Generator turns a list of URLs, one per line, into a valid sitemap.xml with optional last-modified dates, change frequency and priority, following the sitemaps.org protocol that all major search engines support^[4]. Include only canonical pages that return a 200 status, reference the sitemap in robots.txt, and submit it in Google Search Console and Bing Webmaster Tools.

Schema Markup Generator produces JSON-LD structured data for 11 common types, including local businesses, organisations, articles, products, events and FAQs. Structured data can make pages eligible for rich results such as ratings, event dates and breadcrumbs. Fill in the fields, fix the validation messages, and paste the markup into the page it describes. Only mark up content that is visible on the page, and test it with Google's Rich Results Test before publishing.

Measure your marketing

UTM Builder adds campaign tags to a URL, so analytics tools know whether a visitor came from a newsletter, a Facebook ad or a QR code on a flyer. Without them, many campaign visits show up as "direct" traffic. Enter the page URL, source, medium and campaign, plus optional term and content, and copy the tagged link. Use lowercase consistently, because analytics treats "Facebook" and "facebook" as different sources, and agree naming rules with your team.

Before you build: find a name

Domain Name Generator combines your keywords with prefixes, suffixes and brandable patterns to produce hundreds of name ideas, then checks which domains look available across the endings you choose. Filter by type, set a maximum length and shuffle for fresh ideas. Keep names short, easy to spell and easy to say, and avoid hyphens and numbers.

Which tool should you use?

• Something is wrong but you do not know what: Website Analyzer.
• A wrong link preview or missing title: Meta Tag Analyzer, then Meta Tag Generator.
• Content that feels repetitive: Keyword Density Checker.
• A new site going live: Robots.txt Generator and XML Sitemap Generator.
• Rich results for a business or article: Schema Markup Generator.
• Knowing which campaign works: UTM Builder.
• A new project without a name: Domain Name Generator.

The analysers fetch the public page you enter, while the generators and the keyword checker run in your browser^[1]. A good first step is to run the Website Analyzer on your own homepage: its list of issues becomes your to-do list for the other tools.