FREE SEO + WEBSITE RESOURCES
Check how your website performs, how search engines understand it, how customers find it locally, and where technical or usability problems may be holding it back.
Several tools can be used immediately. Account-based tools are labeled clearly.
WHERE TO START
Run these checks in order to get a practical overview of your website, search visibility, local presence, and visitor experience.
Test the mobile and desktop experience and identify loading, stability, and performance problems.
Go to Performance Tools →Review indexing, search impressions, clicks, queries, sitemap status, and page issues.
Go to Search Tools →Review how your business appears in Google Search and Maps, including services, hours, categories, photos, and reviews.
Go to Local Visibility Tools →See whether search engines can understand the structured information attached to your pages.
Go to Technical Tools →Review where visitors come from, what they view, where they click, and where they may become frustrated.
Go to Analytics Tools →SEARCH + LOCAL VISIBILITY
These tools help you review search visibility, indexing, local presence, search demand, and how search engines understand your website.
Google indexing and organic search performance
See whether Google can find your pages and review impressions, clicks, search queries, indexing issues, sitemap status, and page-level search performance.
What to check
Access: Google account and verified website required
Open Search ConsoleGoogle Maps and local search presence
Manage how your local business appears across Google Search and Maps.
What to check
Access: Google account and Business Profile required
Manage Business ProfileBing indexing and technical search data
Review Bing search performance, indexing, crawling, backlinks, keywords, and site problems.
What to check
Access: Account and verified website required
Open Bing Webmaster ToolsSearch demand and seasonality
Compare search interest by topic, location, and time period before creating content or targeting a service.
What to check
Access: No account required for basic research
Explore Google TrendsTECHNICAL + PERFORMANCE
Use these tools to identify technical problems affecting loading, mobile usability, accessibility, structured data, and search-engine understanding.
Mobile and desktop website performance
Test a public page and review performance data, Core Web Vitals, loading problems, image issues, and improvement recommendations.
What to check
Access: No account required
Test Website SpeedPerformance, accessibility, SEO, and best practices
Run a broader technical audit directly through Chrome DevTools.
What to check
Open the website in Chrome, open DevTools, select Lighthouse, choose the audit categories, and generate the report.
Access: Chrome browser required; no separate account required
Learn How to Run LighthouseGoogle-supported structured data
Test whether Google can detect structured data that may support enhanced search-result features.
What to check
Access: No account required
Test Rich ResultsGeneral Schema.org validation
Review the entities and properties detected in a page's structured data and identify errors or warnings.
What to check
Access: No account required
Validate SchemaANALYTICS + REPORTING
Search visibility is only part of the picture. These tools help you understand traffic, engagement, visitor behavior, brand mentions, and reporting.
Website traffic and conversions
Measure traffic sources, page views, engagement, events, and conversions after the tracking code is installed.
What to check
Access: Google account and tracking setup required
Open Google AnalyticsHeatmaps and session recordings
See how visitors click, scroll, navigate, and become frustrated while using the website.
What to check
Access: Microsoft account and tracking-code installation required
Open Microsoft ClarityBrand and topic mentions
Receive notifications when Google finds new web results for your business name, owner name, competitors, services, or important topics.
What to check
Access: Google account required to create and manage alerts
Create a Google AlertCombining data into dashboards
Create reports using data from Search Console, Analytics, spreadsheets, and other connected sources.
What to check
Looker Studio does not audit a website by itself. It organizes and visualizes data from connected sources.
Access: Google account and connected data sources required
Build a ReportTHE FIRST IMPRESSION SYSTEM
Automated tools can identify technical problems, but they cannot fully judge whether customers understand, trust, or contact the business.
PRIORITIZE THE WORK
Do not chase a perfect automated score while ignoring problems that prevent customers from finding, trusting, or contacting the business.
NEED A SECOND SET OF EYES?
Automated tools can identify individual problems, but they do not always explain which issues are affecting visibility, trust, usability, or customer enquiries. NLDS can review the complete website and local search experience.
Message "SEO" for a free website + local visibility review.
Review includes
FAQ
Straight answers to common questions from local business owners checking their websites and search visibility.
RAISE THE STANDARD
It should clearly explain the business, build trust, support local visibility, and make it easy for customers to take the next step.